Competitive Advantage Analysis of Scarf Brands
A Comparative Study of Ash Scarf, Brand Botton Scarf, and Umama
DOI:
https://doi.org/10.61132/greeninflation.v2i2.340Keywords:
Brand Comparison, Competitive Advantage, Differentiation, Digitalization, Scarf BrandsAbstract
This research examines the competitive advantages of scarf brands in Indonesia by comparing three cases: Ash Scarf, Brand Botton Scarf, and Umama. The study analyzes how each brand employs differentiation and digitalization strategies to achieve a competitive edge in the market. By applying Porter's generic strategies framework and the resource-based view, this research identifies the unique value propositions, target market focus, and digital marketing effectiveness of each brand. The findings reveal distinct approaches to competitive advantage, highlighting the importance of brand positioning, product innovation, and customer engagement in the online and offline landscape.
Downloads
References
J. Barney, "Firm resources and sustained competitive advantage," Journal of Management, vol. 17, no. 1, pp. 99–120, 1991.
J. Hemsley-Brown, T. C. Melewar, B. Nguyen, and E. Wilson, "Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section," Journal of Business Research, vol. 69, no. 8, pp. 2913–2916, 2016.
M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press, 1985.
M. E. Porter, "Anlisis faktor-faktor pengaruh inovasi produk yang berdampak pada keunggulan bersaing UMKM makanan dan minuman di wilayah Harjamukti di Kota Cirebon," Jurnal Logika, vol. XVIII, no. 3, Dec. 2016.
A. Wahyudin, "The influence of market orientation and product innovation on the competitive advantage and its implication toward small and medium enterprises (UKM) performance," International Journal Science and Engineering Invention, vol. 4, no. 8, pp. 1–8, 2015.
Junedi, "Entrepreneurship keunggulan bersaing: Identitas merek, inovasi produk, dan orientasi pasar studi UMKM hijab di Kabupaten Bekasi," Jurnal Ekonomi dan Kewirausahaan, vol. 22, no. 1, pp. 45–56, 2022.
N. Karnowati, A. Wibowo, and S. Utami, "Moderating competitive advantage on factors affecting MSMEs business performance in the time of Covid-19," Jurnal Ekonomi dan Kewirausahaan, vol. 21, no. 1, pp. 45–58, 2023.
M. E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance, 2nd ed. New York: Free Press, 1998.
R. Sulistyawati and Munawir, "Membangun keunggulan kompetitif melalui platform e-commerce: Studi kasus Tokopedia," Jurnal Manajemen Bisnis Indonesia, vol. 16, no. 2, pp. 120–132, 2024.
A. G. Kotler and K. L. Keller, Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 2009.
M. T. Hansen and J. Birkinshaw, "The innovation value chain," Harvard Business Review, vol. 85, no. 6, pp. 121–130, 2007.
A. Lestari and D. H. Prasetyo, "Pengaruh inovasi produk dan kualitas pelayanan terhadap keunggulan bersaing pada UMKM sektor fashion," Jurnal Ilmu Manajemen, vol. 10, no. 2, pp. 101–110, 2021.
H. Nugroho, "Analisis pengaruh orientasi pasar terhadap keunggulan bersaing dan kinerja UMKM," Jurnal Ilmiah Ekonomi dan Bisnis, vol. 9, no. 1, pp. 32–45, 2020.
B. F. Schlegelmilch, Global Marketing Strategy: An Executive Digest. Cham: Springer, 2016.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Green Inflation: International Journal of Management and Strategic Business Leadership
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
