Business continuity of culinary SMEs: Empirical study of personal branding, corporate branding, open innovation, and competitive advantage

Velwin Wibowo; Idris Gautama So; Engkos Achmad Kuncoro; Agustinus Bandur

doi:10.15549/jeecar.v11i1.1383

Authors

Velwin Wibowo BINUS Business School, Bina Nusantara University https://orcid.org/0009-0003-5931-2009
Idris Gautama So BINUS Business School, Bina Nusantara University https://orcid.org/0000-0003-0127-716X
Engkos Achmad Kuncoro BINUS Business School, Bina Nusantara University
Agustinus Bandur BINUS Business School, Bina Nusantara University https://orcid.org/0000-0002-6225-5418

DOI:

https://doi.org/10.15549/jeecar.v11i1.1383

Keywords:

Personal Branding, Corporate Branding, Open Innovation, Competitive advantage, Business continuity

Abstract

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and sustainability of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in a competitive dynamic.

Author Biographies

Velwin Wibowo, BINUS Business School, Bina Nusantara University

Velwin Wibowo is a Doctoral candidate in the Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Indonesia. Worked as a lecturer in technology and management at the Informatics Engineering Study Program at STMIK Pontianak, Indonesia.

Idris Gautama So, BINUS Business School, Bina Nusantara University

Idris Gautama So is a Professor in the Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Indonesia. Have expertise in management, entrepreneurship and marketing.

Engkos Achmad Kuncoro, BINUS Business School, Bina Nusantara University

Engkos Achmad Kuncoro is a Professor in the Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Indonesia. Have expertise in management, business, logistics, strategic management, and higher education management.

Agustinus Bandur, BINUS Business School, Bina Nusantara University

Agustinus Bandur is a Lecturer in the Management Department, BINUS Business School Doctor of Research in Management, Bina Nusantara University, Indonesia. Have expertise in leadership and management and higher education globalization.

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