THE DIGITAL PRINTING BUSINESS NICHE IN LOCAL CREATIVE INDUSTRIES: AN INTEGRATIVE MODEL OF STRATEGIC MANAGEMENT, MARKETING INNOVATION, AND OPERATIONAL SUSTAINABILITY
DOI:
https://doi.org/10.47498/miconis.v2i.6019Keywords:
Strategic Management, Marketing Innovation, Operational SustainabilityAbstract
This study explores the strategic positioning of digital printing businesses within local creative industries, focusing on the integration of strategic management, marketing innovation, and operational sustainability. The objective of this research is to develop an integrative model that connects these three core dimensions to enhance competitiveness and long-term viability in the digital printing business. Using a mixed-methods approach involving in-depth interviews, case studies, and survey data analysis, this study examines how strategic alignment and marketing innovation influence operational sustainability in the digital printing sector. The findings indicate that firms with strong strategic management practices and innovative marketing approaches demonstrate higher adaptability and operational efficiency. The proposed integrative model provides a theoretical and practical framework for managers in local creative industries to strengthen their market positioning while ensuring sustainable operations. The study contributes to the advancement of strategic management theory by linking innovation-driven marketing with sustainability practices in emerging creative sectors.
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Copyright (c) 2025 Patricia Yentiara Suwito, Fahmi Rizani, Nuril Huda (Author)
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