Research on Micro Small Medium Enterprises (MSME) has always been an exciting area of study because of its crucial role; however, it turns out that MSMEs have many problems. The problems, such as human resources and their abilities, are rarely discussed. MSMEs tend to be formed because of a compulsion to do so, whereas companies are created by opportunities; therefore, it is essential to include entrepreneur orientation and dynamic capability elements in making MSME performance models. This study used SEM analysis with 333 respondents spread across six provinces in Indonesia. The results showed that innovativeness, which is part of entrepreneur orientation, is critical in the formation of MSMEs’ performances. Moreover, based on the calculation of indirect effects, it revealed that innovativeness through marketing capabilities has a significant influence on the performance of MSMEs.

Purpose: The purpose of this paper is to explore how value co-creation in the Indonesian Organic Community overcomes the resource limitations of small enterprises through the integration of collective resources to drive innovation. A framework is derived and developed from service-dominant logic (SDL) and supported by consumer culture theory (CCT). It also offers a specific strategy that is required for the growth and sustainability of the organic-products entrepreneurship. Design/methodology/approach: Applied thematic analysis was performed by combining observation and in-depth interviews to multi-actors in the community. Findings: The result shows that a collaboration network with external actors and the dynamic interaction within the community drive resource integration forming value co-creation platform and lead to innovation in product, process, marketing and organization. Originality/value: A combination of SDL and CCT provides a new marketing perspective of value co-creation concept. SDL offers an understanding of multi-actor value co-creation that is built from the knowledge and skills-based resources. CCT unveils the roles of the community in developing the positive perception of organic products in the market ecosystem.

Micro enterprises (MEs) have been proven to be significant contributors to the national economy, particularly for marginal communities. However, only a few programs are aimed to encourage ME improvement, especially in rural areas. The community-based entrepreneurship (CBE) program led by higher education institutions has been recognized as an effective instrument to accelerate capacity building for marginal communities. This research aims to determine the effectiveness of this program in boosting entrepreneurial commitment of rural MEs to help them develop their business. Applying the theory of planned behavior (TPB) framework, this research applies a direct survey to respondents from rural MEs. Then to analyze both data and output, this study applies PLS-SEM tool with SmartPLS software. Results reveal that social factors (social pressure and environmental influence) do not incline rural ME entrepreneurs to develop their business. Attitude factors (entrepreneurial benefit and willingness to take a risk) become the most dominant variables, and consistently have an impact on rural ME entrepreneurs in developing their business. To implement the business development of rural ME, perceived behavioral control becomes a main determinant. Demographic profiles (age, gender, and eduction) is also heavily as influential factors.

The preferences of millennial generations for premium Sneakers products are increasing especially in major Asian cities. Previous research has shown that millenials are very concerned about how the others perceive to them. The consumed product is part of the attribute that can strengthen his/her identity. The proximity of identity itself and the product will increase consumer commitment to the brand. This research is aimed to find out how far the influence and linkage between emotional aspect (self-concept connection, brand love, and emotional attachment) to brand loyalty in the willingness and sense of consumer ownership toward the brand in premium Sneakers product. An empirical study was conducted to examine the conceptual model constructed in this study. The instrument used was adapted from the previous researcher, then purified through pilot testing, then testing the validity through face validity and expolatory factor analysis approach. The empirical studies found three emotional aspects that strengthen brand loyalty to premium Sneakers consumers. Brand love has the most significant impact on brand loyalty. The existence of shifting loyalty, consumers feel loyal to various brands. Loyalty shifts from being loyal to one brand, being loyal to the lifestyle of premium consumer Sneakers. Although the study population needs to be expanded, this finding helps brand managers formulate effective brand strategies to achieve long-term viability for the company.