LITERASISAINSNUSANTARALITERASISAINSNUSANTARA

Journal of Contemporary Administration and Management (ADMAN)Journal of Contemporary Administration and Management (ADMAN)

This study aims to comprehensively analyze business strategies and adaptive innovations in responding to changes in consumer consumption patterns during the New Year period. Using a literature review method and a qualitative approach, data was gathered from Google Scholar for the period 2020-2024. Out of 30 articles found, 19 relevant articles were selected through a strict selection process. Descriptive analysis was used to identify trends, patterns, and adaptive strategies applied by business actors, especially SMEs. The results show that effective business strategies involve product innovation, the use of digital technologies, local cultural-based approaches, and cross-sector collaboration. Additionally, the integration of sustainability values becomes an essential element in creating long-term competitiveness. Relevant case studies, such as Tokopedias promotional programs and Maison Weiners product innovations, highlight how adaptive strategies can be effectively implemented. This research provides practical implications for business practitioners and government policies, as well as offering theoretical contributions to the literature on business strategies based on adaptive innovation.

This study concludes that the New Years momentum presents significant opportunities for businesses to improve performance through adaptive strategies that leverage consumer consumption trends.Successful business strategies in this context involve product innovation, the use of digital technology, and approaches based on local culture.Additionally, collaboration between stakeholders and the integration of sustainability values are important factors that can enhance a companys competitiveness.

Based on the findings, future research should explore the effectiveness of personalized marketing strategies during peak consumption periods, utilizing advanced data analytics to predict consumer behavior and tailor promotions accordingly. Furthermore, investigating the role of government policies in supporting SMEs adoption of digital technologies and sustainable practices is crucial, potentially through the development of targeted incentive programs and training initiatives. Finally, a comparative study examining the impact of different cultural approaches on consumer engagement during the New Year period across various regions could provide valuable insights for businesses seeking to expand their market reach and build stronger brand connections, contributing to a more nuanced understanding of the interplay between globalization and localization in consumer preferences.

  1. Exploring the Impact of Social Media on Online Marketing Strategies in the Era of Information Technology:... jurnal.polgan.ac.id/index.php/jmp/article/view/13300Exploring the Impact of Social Media on Online Marketing Strategies in the Era of Information Technology jurnal polgan ac index php jmp article view 13300
  2. IJEBM | Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality.... doi.org/10.22161/ijebm.5.3.2IJEBM Hotel Service Quality The Impact of Service Quality on Customer Satisfaction in Hospitality doi 10 22161 ijebm 5 3 2
  3. Comprehensive Analysis of Business Strategies and Adaptive Innovation in Responding to Changes in Consumer... doi.org/10.61100/adman.v2i3.238Comprehensive Analysis of Business Strategies and Adaptive Innovation in Responding to Changes in Consumer doi 10 61100 adman v2i3 238
  4. Consumers perception on green marketing towards eco-friendly fast moving consumer goods - K Pradeep Reddy,... doi.org/10.1177/18479790231170962Consumers perception on green marketing towards eco friendly fast moving consumer goods K Pradeep Reddy doi 10 1177 18479790231170962
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