Industri kreatif unggul melalui strategi inovasi dan pentahelix collaboration: langkah pemulihan bisnis di covid19
DOI:
https://doi.org/10.30872/jinv.v19i1.2469Keywords:
Strategi pemasaran, strategi inovasi, pentahelix collaboration, industri kreatifAbstract
Artikel ini bertujuan untuk membuat kerangka pemetaan strategi inovasi dan pemetaan peranan stakeholder dalam pentahelix collaboration. Metode penelitian yang digunakan adalah metode kualitatif dengan analisis deskriptif. Pengambilan data dilakukan melalui in depth interview kepada pelaku bisnis di industri kreatif unggulan dan melalui studi pustaka. Hasil penelitian menunjukan bahwa dalam hal strategi pemasaran inovasi dalam pemahaman teknik promosi melalui media online masih lemah sehingga sangat bergantung kepada pemasaran secara offline di toko/gerai. Selain itu, pelaku usaha tidak melakukan riset awal sebelum melakukan inovasi produk sehingga produk yang dipasarkan belum tentu diterima konsumen. Strategi inovasi organisasi di industri ini juga belum optimal dimana para pelaku usaha tidak memperhatikan dengan baik tujuan bisnis yang dijalankanya sehingga pengelolaan organisasi seperti struktur organisasi dan pembagian tugas tidak sesuai. Dalam prosesnya, para aktor yang terlibat dalam kolaborasi pentahelix akademisi (A), bisnis (B),Community (C), Goverment (G) dan media (M)) memiliki kapasitas dalam penentuan strategi inovasi yang berkaitan dengan inovasi produk, proses, pemasaran, inovasi organisasi dan dapat mengembangkan strategi dengan menjalin kerjasama bersama aktor lainnya. Akademisi memiliki peran sebagai konseptor. Bisnis bertindak sebagai enabler. Community sebagai akselerator. Government beperan sebagai regulator. Media sebagai fasilitator yang menjembatani industry dengan khalayak masayarakat
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