Differentiation Competitive Strategy In Winning Smes Advantage At Creative Industry In Jember

Abstract

The creative industry is now a topic of great publicity, not only because the industry is developing in many countries as well because of the industry's peculiarities that are no longer based on economic-related issues (eg low prices), but shift to the creative aspect .The creative industry is an industry driven by innovation and creativity. Both can form the basis for forming a company's competitive advantage strategy, namely a differentiation strategy. If the company can be different from the competitors then the company can also excel than the competitors. The creative industry is currently sustained by Small and Medium Enterprises (SMEs), which has been proven to survive when Indonesia suffered economic crisis several years ago. Management The excellent strategy by SMEs in creative industries is expected not only to contribute to local and state revenues but also to make Indonesia appear in the international arena as a highly competitive country. The growing creative industries sector in Indonesia is the culinary and fashion sectors. The differentiation strategies that can be used in the development of the two sectors are product differentiation, service differentiation, people differentiation, image differentiation, quality differentiation, and differentiation innovation.With the same strategy of creative industry sector Jember is expected to be a creative city can be realized.