The role of powerful business strategy on value innovation capabilities to improve marketing performance during the covid-19 pandemic

Abstract

The study on marketing in terms of the creative economy as a result of COVID-19 is a dynamic problem between business sustainability and the business environment. Business strategy is the key to improve marketing performance, antecedent’s entrepreneurial orientation and market orientation business strategies to drive the value of dynamic innovation and marketing capabilities. Business strategy needs to be established based on Resources based theory (RBV) to manage business resources effectively and efficiently in the craft business. This paper performs a survey on 187 entrepreneurs of Nyatu tree sap products, in the province of Central Kalimantan, Indonesia. The study is a quantitative analysis with a questionnaire processed with the application of SEM-AMOS 24 statistics. The results of the research estimate and goodness of fit index and evaluation of business strategies are applied to reach an environmentally friendly and quality manner for customer support. The research implication is that businesses can continue to implement dynamic business strategies with the business environment in their business practices during the COVID-19 pandemic. The research can also be a reference for empirical research studies on business strategies for handicraft business resources.