ANALISIS KEUNIKAN SUMBERDAYA DAN STRATEGI KEUNGGULAN BERSAING PRODUK KREATIF BAMBU (Studi pada Saung Angklung Udjo Bandung Jawa Barat)

encep, sopandi (2017) ANALISIS KEUNIKAN SUMBERDAYA DAN STRATEGI KEUNGGULAN BERSAING PRODUK KREATIF BAMBU (Studi pada Saung Angklung Udjo Bandung Jawa Barat). Journal of Management and Business Review (JMBR), 14 (12). pp. 176-204. ISSN 1829-8176

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Abstract

ABSTRACT This research seeks to analyze the unique resources and competitive advantage strategy with market commitment model that will see its impact on performance. The purpose of this study was to determine the extent of the resources owned uniqueness can provide advantages to the approach of market commitment model so that it can improve the performance, a case study at Saung Angklung Udjo Bandung. The method used is descriptive qualitative. The collection of data through observation, interviews and literature / expert opinions. Data taken from the management to the variable performance and strategic competitive advantage. Data taken from the uniqueness of the resource's employee at Saung Angklung Udjo and the real situation on the ground. Material deepened with performance data or reputation Saung Angklung Udjo of expert opinion or testimony of visitors recorded by investigators. The results showed that Angklung Udjo has a unique, sufficient resources from the aspects of tangible assets, intangible assets and organizational capabilities. The uniqueness of intangible more dominant, because Angklung Udjo is a product of art and culture, Sundanese which has been recognized by UNESCO. License ownership, copyright of Angklung made of bamboo is unique creative products, especially in terms of easy to play and can keep pace with the latest technology instruments. Market commitment models' strategy has already started, although not recognized by the management Saung Angklung Udjo. Performance in circumstances quite well and can still be improved. Key words: Uniqueness of resources, competitive advantage strategy, creative products, bamboo crafts, Angklung Udjo

Item Type:	Article
Subjects:	ILMU SOSIAL HUMANIORA > ILMU SOSIAL > Bidang Sosial Lain Yang Belum Tercantum
Divisions:	Fakultas Ilmu Sosial & Ilmu Politik > Ilmu Administrasi Niaga
Depositing User:	Encep Sopandi Sopandi
Date Deposited:	29 Aug 2023 04:38
Last Modified:	29 Aug 2023 04:38
URI:	http://repository.unnur.ac.id/id/eprint/434

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