Business Development Strategy Based on Indigenous Product Creativity (Case Study on Craft-Industry Palm Oil Waste in Rokan Hilir, Riau)

This study aims to analyze business development strategies based on indigenous product creativity (a case study on the woven craft industry of palm oil stick waste in Rokan Hilir, Riau). A qualitative case study approach was used and analyze data Focus Group Discussion. Observations and interviews In-depth research was carried out on informants using a purposive sampling technique, with as many as six people consisting of craftsmen, government officials, and consumers. The results showed that the competitive strategy for developing the industry had high heterogeneity potential with value advantages based on indigenous product creativity. However it is still necessary to apply a penetration strategy to knowledge sharing capabilities so that innovation can be more optimal. The implication of this research is to provide empirical strategy development and development of the concept of market development strategy theory based on indigenous knowledge. Keywords: business strategy; innovation; indigeneous product; creativity