Prabawa, Bijaksana (2025) Design Strategy Guidelines For Processed Food Micro, Small, And Medium Entrepreneur In Bandung, Indonesia. PhD thesis, Universiti Sains Malaysia.
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Abstract
The role of design has evolved significantly in the business context. Previous studies have shown how design, through innovation and brand strengthening, can play a significant role in enhancing a company's competitiveness. However, the strategic use of design to enhance the competitiveness of micro and small enterprises (MSMEs) in the processed food industry faces many challenges. Limited design knowledge and a lack of understanding of the use of design in business strategy are among them. This situation makes it difficult for processed food MSMEs in Bandung Regency to compete with the established brands. Thus, this study aims to identify the internal capabilities of MSMEs in integrating design into their business processes, analyze design opportunities in the processed food industry, and present applicable design strategy guidelines for MSMEs. Using a phenomenological paradigm qualitative descriptive approach based on the design strategy framework, this study aims to fully understand the external and internal elements of MSMEs. Data gathering consisted of questionnaires, interviews, document studies, and observations. NVivo's thematic analysis and Gillian Rose's method-based visual analysis were employed in the data study. The resulting design strategy guidelines are expected to enhance the competitiveness of MSMEs, benefiting both entrepreneurs and other stakeholders involved.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | N Fine Arts > NX Arts in general > NX1-820 Arts in general |
| Divisions: | Pusat Pengajian Seni (School of the Arts) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 11 Sep 2026 02:23 |
| Last Modified: | 11 Sep 2026 02:23 |
| URI: | http://eprints.usm.my/id/eprint/64927 |
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