Mahrinasari M S, Bangsawan Satria, Sabri Mohamad Fazli
Faculty of Economics and Business, The University of Lampung, Indonesia.
Faculty of Human Ecology, Universiti Putra Malaysia, Malaysia.
Heliyon. 2024 May 11;10(10):e31133. doi: 10.1016/j.heliyon.2024.e31133. eCollection 2024 May 30.
The competitive advantage of the Creative Industry is an important strategy to succeed in a highly competitive global business market. The Indonesian creative industry is a strategic industry characterised by Small and Medium Enterprises (SMEs). However, these enterprises face challenges, such as low entrepreneurial orientation, low digital literation to access the global market, limited capital, lack of digital payment methods, and a focus on conventional marketing activities rather than implementing Entrepreneurial Marketing (EM). The previous research proposed that Entrepreneurial Orientation (EO) and Entrepreneurial Marketing (EM) could increase competitive advantage due to the moderating role of local wisdom culture and the government's role. Therefore, this research aims to analyse the moderating role of local wisdom culture and the government's role in the effect of EO and EM on sustainable competitive advantage development. The quantitative research design employed a self-administered survey distributed to 400 top and middle managers within the superior and priority subsectors of the creative industry. The survey targeted four provinces in Indonesia known for their high contributions to the Gross Domestic Product (GDP >9 %), based on the ' method. The results of the SEM analysis, based on 330 useable data points, show that Local Wisdom and Government's Role significantly mediate the relationship between Sustainable Competitive Advantage and Sustainable Business Performance. The research results imply that it is necessary to empower the government's role in providing information technology infrastructure to facilitate the creative industry's access to the global marketplace and encourage the use of digital payment methods for the rapid development of sustainable competitive advantage. Theoretical contributions extend to Dynamic Capability Theory by integrating Resources Advantage Theory and Resources Base View Theory, including the moderating role of Local Wisdom and Government's Role, and examining the relationship of EO and EM with sustainable competitive advantage.
创意产业的竞争优势是在高度竞争的全球商业市场中取得成功的重要战略。印度尼西亚的创意产业是一个以中小企业为特征的战略产业。然而，这些企业面临着诸多挑战，比如创业导向低、进入全球市场的数字素养低、资金有限、缺乏数字支付方式，以及侧重于传统营销活动而非实施创业营销（EM）。先前的研究表明，由于地方智慧文化的调节作用和政府的作用，创业导向（EO）和创业营销（EM）可以提高竞争优势。因此，本研究旨在分析地方智慧文化的调节作用以及政府在EO和EM对可持续竞争优势发展的影响中的作用。定量研究设计采用了自填式调查问卷，分发给创意产业中上级和优先子行业的400名高层和中层管理人员。根据“方法”，该调查针对印度尼西亚以对国内生产总值贡献高（GDP>9%）而闻名的四个省份。基于330个可用数据点的结构方程模型（SEM）分析结果表明，地方智慧和政府的作用显著调节了可持续竞争优势与可持续商业绩效之间的关系。研究结果意味着有必要加强政府在提供信息技术基础设施方面的作用，以促进创意产业进入全球市场，并鼓励使用数字支付方式，以实现可持续竞争优势的快速发展。理论贡献延伸到动态能力理论，通过整合资源优势理论和资源基础观理论，包括地方智慧和政府作用的调节作用，并考察EO和EM与可持续竞争优势的关系。
