Sustainable Competitive Advantage in Traditional Textile MSMEs: A VRIO Framework Approach on Medali Mas
DOI:
https://doi.org/10.29407/fr173c98Abstract
Research aim: This study aims to analyze the strategic resources of Medali Mas Traditional Weaving MSME using the VRIO framework to identify the sources of sustainable competitive advantage within the traditional textile industry.
Design/Method/Approach: This study uses a qualitative case study approach. Data collection was conducted through in-depth interviews, direct observations, and documentation involving the owner and artisans of Medali Mas MSME in Kediri. The data obtained were then analyzed using the VRIO framework, which consists of valuable, rare, inimitable, and organized resource dimensions.
Research Finding: The findings indicate that Medali Mas has strategic resources that support sustainable competitive advantage, including distinctive handcrafted motifs, weaving expertise, natural dye innovation, and strong cultural heritage values. However, the business still faces challenges related to imported raw materials, limited digital marketing, and manual financial management.
Theoretical contribution/Originality: This study contributes to the development of Resource-Based View (RBV) and VRIO framework literature by emphasizing intangible cultural resources and artisan capabilities as strategic assets in traditional weaving MSMEs.
Practical/Policy implication: The study provides practical insights for traditional textile MSMEs in optimizing strategic resources, strengthening organizational capabilities, and improving sustainable business competitiveness through innovation and digital adaptation.
Research limitation: This research is limited to a single MSME case study and relies primarily on qualitative data, which may limit the generalizability of the findings to other traditional textile industries.
Keywords:
VRIO Framework, Resource-Based View, Sustainable Competitive Advantage, Traditional Weaving MSME, Cultural HeritageDownloads
References
[1] Barney J. Firm resources and sustained competitive advantage. Journal of Management. 1991;17(1):99–120.
[2] Wang HC, Barney JB, Reuer JJ. Resource-based theory in business research: Progress and future directions. Journal of Management. 2021;47(7):1797–1824.
[3] Dita OO, Dalimunthe GP. Proposed marketing strategies for traditional songket businesses: Preserving cultural heritage in the modern fashion era. Journal of Business and Management Studies. 2025;8(2):1532–1540.
[4] Abdillah LA, Aisyah, Panggabean WP, Erkinovich SE. Knowledge of songket cloth small medium enterprise digital transformation. Proceedings of Business and Economic Studies. 2024;5(1):45–53.
[5] Mandarić M, Vuković D, Pavičić J. Trends in the fashion industry: The perception of sustainability and circular economy. Sustainability. 2020;12(14):1–19.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Elisiana Elisiana, Amelia Shinta Marina, Sheema Forry Fortuna, 董品序, 董品序, 郭羽釩, 陳聖雯, 黃鎰德
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
