THE ROLE OF STRATEGIC MANAGEMENT AND MARKETING INNOVATION IN STRENGTHENING LOCAL DIGITAL PRINTING ENTERPRISES: A MODEL FOR SUSTAINABLE GROWTH
DOI:
https://doi.org/10.36563/f3c6b112Keywords:
strategic management, marketing innovation, competitive advantage, sustainable growth, digital printingAbstract
This research explores the integrative role of strategic management and marketing innovation in building the sustainability and competitive advantage of local digital printing enterprises in Indonesia. Using a descriptive qualitative method, the study investigates how strategic orientation, innovation capabilities, and adaptive leadership foster sustainable growth in a rapidly digitalized environment. Data were collected through in-depth interviews, observations, and document analysis across selected digital printing enterprises located in South Kalimantan. The findings indicate that enterprises that align strategic management with innovative marketing approaches achieve higher performance through better customer engagement, operational agility, and technological adaptation. The study contributes a conceptual model linking strategic alignment, innovation capability, and sustainable competitive advantage. Theoretically, it extends the Resource-Based View and Dynamic Capability Theory by emphasizing how micro-level entrepreneurial behavior can shape macro-level sustainability outcomes. Practically, it offers insights into managerial approaches that local entrepreneurs can use to remain relevant in a highly competitive market.
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