Competitive Advantages of Bamboo Creative Products: Study on Saung Angklung Udjo Bandung City West Java Province, Indonesia

This study examines the advantages of local bamboo-based creative products that impact on the economic value and prosperity of the perpetrator the neighborhood community. Focus on the superiority of bamboo instruments with the case Saung Angklung Udjo (SAU), Bandung West Java Province, Indonesia. The qualitative descriptive approach is used, that is conducting in-depth interviews and documentary studies. Primary data are collected from key informants who know the history of SAU’s journey since its establishment up to now, consisting of owner, management, staff, craftsmen, players, observers/experts, visitors and stakeholders. Secondary data are collected from documents on SAU, whether from books, journals, reports, newsletters, the Internet and other qualitative data. The objective of the research is to answer the question of how SAU management can focus on bamboo musical instrument business which originally becomes international. The results show that SAU is an effort of traditional culture organization, unique and original region can have competitive advantage so that become cultural value of a nation that can lift image of region and nation of Indonesia besides can give economic impact, giving prosperity for perpetrator and environment of surrounding society.