Creative Innovation Strategy in Food Product Development in MSMEs Based on Creativepreneurship

Abstract

This research investigates the tactic of innovative creativity in food product development carried out by Micro, Small, and Medium Enterprises (MSMEs) based on creative entrepreneurship. In the fast-paced market of today, MSMEs are experiencing challenges not only in maintaining good quality of their products, but also in offering creativity and value-added novelty that fits the preferably new consumer. This research is descriptive qualitative, collecting data using in-depth interviewing, participatory-observation, and documentation from different food-related MSMEs utilising creative entrepreneurship. The analysis has taken place thematically, with a focus on product innovation strategy; creativity in business; and principles of creative entrepreneurship. The study notes that the use of unique local materials, appealing and functional pack design, and digital technology for marketing and distribution were the primary creative strategies. Furthermore, local cultural values and the connection to the stories behind products seem to be important to defining brands. There is no doubt that they improve competitiveness and boost consumer engagement while creating long-term sustainable growth. All in all, this approach not only establishes greater competitiveness, but also establishes greater consumer relationships and sustains growth in the long run. The impact of this research lies in its proposed conceptual framework, which provides practical guidance for MSME operators to integrate innovation and creativity in food product development, while also serving as a theoretical reference for future academic studies