Business Strategy in the Sustainability of Rattan Handicraft SMEs in Central Kalimantan
DOI:
https://doi.org/10.47747/snfmi.v3i1.3178Abstract
Research in marketing management to improve MSME business performance. The sustainability of the business strategy is built with a vision, mission and positive influence to improve the welfare of the SMes business. The effect of entrepreneurship on innovation has an impact on SMes business performance. The innovation mediation variable in improving business performance is focused on the RBV theory with its application to SMes resource activities. This research was conducted quantitatively on 75 SMEs engaged in the rattan sector in Central Kalimantan. The results of the study stated that entrepreneurship significantly increases product innovation and product innovation can improve business performance. These results can be used as a reference in building business sustainability with entrepreneurial and innovative variables in improving business performance. The implications of this research can be a business strategy in improving business performance with a business strategy. The results of this study can be developed by considering digital marketing in further research.
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