UI professor emphasises adaptive strategies for MSMEs to survive

Depok (ANTARA) – UI’s Faculty of Economics andBusiness Professor Rifully Dewi Astuti emphasised the necessity of adaptive strategies for micro, small and medium enterprises (MSMEs) to navigate increasingly fast-paced, disruptive, and uncertain markets. Speaking at UI’s Depok campus on Tuesday, she highlighted how digital technology is transforming how value is created, communicated, and exchanged in markets. She also noted a significant shift in consumer behaviour, where customers are now active co- creators of value, shaping brand experiences and identities. This demands that MSMEs adopt more adaptive, innovative, and responsive marketing strategies. The approach evolves into entrepreneurial marketing, which integrates entrepreneurial principles with marketing activities to create value through innovation and creative opportunities. Entrepreneurial marketing manifests through seven key dimensions: customer focus, innovativeness, value creation, opportunity focus, proactiveness, calculated risk-taking, and resource leveraging. Customer orientation enables MSMEs to build personal relationships and deeper understanding of customer needs, while innovation ensures they remain relevant amid intensifying competition.