STRATEGIC MANAGEMENT FOR WOVEN FABRIC PRODUCTS BASED ON CREATIVE ECONOMY
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Abstract
This research aimed to study the strategic management for woven fabric products based on the creative economy and to analyze internal and external factors that have influenced. The sample size of 25 people was selected by purposive sample method. The data were collected through participant observation and in-depth interviews. The qualitative data analysis was applied, and the result found that first, strategic management for woven fabric products consisted of 5 strategies, that were 1) product development strategy to serve the customer wants, 2) network strategy to create a connection or joining within woven fabric producers in other regions, 3) customer understanding strategy, 4) marketing development, and 5) patent registration and intellectual property rights strategy added value to locally woven fabric products. Internal and external factors affecting the strategic management of woven fabric products based on the creative economy are as follows: 1) Internal factors that are the strengths, i.e., woven fabric products are products derived from wisdom. It is mainly produced by hand and the weakness is that non-woven products are not diverse. Not so popular with teenagers 2) Opportunistic external factors such as woven fabric products can be further modified into other products and the obstacle is that woven products have competitors. It is popular only among people.
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