| dc.description.abstract | This study examines the influence of strategic flexibility, innovation culture, agility, ambidexterity,
and open innovation on sustainable competitive advantage, with corporate innovation and
collaborative marketing tourism competitiveness as mediating variables. Data was collected
directly through structured interviews guided by questionnaires. The research population was 534
registered "craft" creative industry companies including pearls, "Sasak" ikat weaving, and pottery
in West Nusa Tenggara Province, Indonesia with the analysis unit being managers or assistant
managers. The sampling method used stratified proportional random sampling with a sample size
of 240 respondents. Data analysis in this study used descriptive statistics and Covariance-based
SEM (Amos software). The findings prove that the eleven hypotheses which stated that there was
a direct influence of the variables studied were all confirmed. Strategic flexibility and a culture of
innovation play a role in increasing company innovation. Strategic flexibility plays a role in
increasing the collaborative competitiveness of marketing tourism. Agility, ambidexterity, and
open innovation play a role in increasing sustainable competitive advantage. Corporate innovation
and collaborative competitiveness marketing tourism play a role in increasing sustainable
competitive advantage. These results are very important to fill the research gap regarding the factors
supporting innovation and collaborative competitiveness marketing tourism, and sustainable
competitive advantage in Indonesia. | en_US |
