Systematic Literature Review: Pengaruh Penerapan Blue Ocean Strategy (BOS) Terhadap Keunggulan Kompetitif dan Kinerja UMKM
Abstract
Berbagai tantangan yang harus dihadapi oleh pelaku UMKM dalam menghadapi era digital pada saat ini. Pelaku UMKM banyak yang terjebak dalam masalah keterbatasan modal, belum memaksimaalkan pemasaran online, pengelolaan keuangan tidak efisien, kurangnya inovasi, pembukuan masih manual dan belum memiliki izin. Tentunya untuk mendorong pertumbuhan UMKM secara cepat diperlukan sebuah strategi, salah satunya Blue Ocean Strategy. Melalui pendekatan Systematic Literature Review (SLR), penelitian ini bertujuan untuk mengkaji penerapan Blue Ocean Strategy pada UMKM. Sehingga dapat meningkatkan pengetahuan dan memberikan informasi menganai Blue Ocean Strategy untuk mendukung sektor UMKM berkembang lebih cepat. Penelitian ini menggunakan metode Systematic Literature Review (SLR). Hasil literature review menunjukkan bahwa berbagai penelitian menunjukkan adanya pengaruh positif penerapan Blue Ocean Strategy (BOS) terhadap keunggulan kompetitif pada usaha dan penerapan Blue Ocean Strategy mempunyai pengaruh positif terhadap kinerja organisasi, pemasaran dan inovasi pada usaha. Pentingnya penerapan Blue Ocean Strategy (BOS) pada UMKM yang mencakup berbagai sektor di seluruh dunia. Blue Ocean Strategy (BOS) dapat membantu UMKM meningkatkan pengembangan internal, kinerja usahanya dan mencapai pertumbuhan berkelanjutan melalui inovasi baru serta menemukan ruang pasar yang tidak ada pesaingnya.
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