Entrepreneurial Marketing: Implementation of Innovation Dimensions in Local Wisdom-Based SMEs to Support Export Success

Abstract

This article discusses the implementation of product, technology, and marketing innovations, which are part of the dimensions of entrepreneurial marketing in local wisdom-based Small and Medium Enterprises (SMEs) to support export success. The method used is a qualitative phenomenological approach. Data collection techniques employed purposive sampling, examining six local wisdom-based SMEs oriented towards export in West Nusa Tenggara, Indonesia. The informants in this study include SME owners/managers, consumers, employees, and artisans. Data analysis was conducted using NVIVO-14 software. This article proves that SMEs innovate their products by searching for ideas and sources of inspiration, resulting in innovations that enable the products to survive and compete in the export market. Technological innovation is limited to online sales, as the products of these SMEs are characterized by high-quality handmade features. SMEs innovate their marketing by using digital marketing and emphasize the use of social media as a communication tool to engage with consumers. The implications of this study suggest that SMEs that adopt innovative approaches in various aspects of their business are able to enhance their competitiveness and achieve greater success in the export market.