BUSINESS INNOVATION IN CREATIVE SECTORS AT MEDAN CITY

Dewi Andriany

Abstract


This study aims to describe business innovation in the creative sector in Medan City. A qualitative descriptive method was employed, with data collected through Focus Group Discussions (FGD) involving 15 creative entrepreneurs, who are tenants of the PUSKIIBI UMSU Business Incubator, representing the fields of culinary, fashion, handicrafts, and creative technology. The findings indicate that business innovation in Medan’s creative sector primarily involves product development, digital marketing strategies, and inter-entrepreneur collaboration. The FGD also identified key challenges, including limited capital, technology access, market promotion, and business management. These findings are expected to provide guidance for entrepreneurs, incubator institutions, and policymakers in promoting innovation and sustainable development within Medan’s creative sector.


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References


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DOI: https://doi.org/10.3059/insis.v0i0.29410

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29410.g14859

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