Title: Analysis of supply chain advantages in creative businesses: a case study on creative industries in Bandung City, Indonesia

Authors: Sam'un Jaja Raharja; Anang Muftiadi

Addresses: Department of Business Administration, Universitas Padjadjaran, Jatinangor, Sumedang Regency 45363 West Java, Indonesia ' Department of Business Administration, Universitas Padjadjaran, Jatinangor, Sumedang Regency 45363 West Java, Indonesia

Abstract: Superior supply chain performance is an important foundation for the sustainability of business performance, either in domestic or international business. This study seeks to explore the source of creative industries' business excellence from the supply chain side in the form of backward and forward linkages. This study takes Bandung City, a 'Creative City' according to UNESCO, as a case. This research uses regression methods on backward and forward linkages operations control to performance. The power of creative business comes from the superiority of backward linkages, that is, the source of its superiority is in resources availability and handling. Forward linkages do not have a significant effect. Nevertheless, in reality, both reinforce each other in shaping better business performance. The pattern of mixed sales, namely, direct sales and through distributors/agents always exhibit high performance in the form of production cost efficiency, customer service and product improvement.

Keywords: creative businesses; backward linkages; forward linkages; sales patterns; Indonesia.

DOI: 10.1504/IJEPEE.2020.109564

International Journal of Economic Policy in Emerging Economies, 2020 Vol.13 No.4, pp.431 - 442

Received: 29 May 2019
Accepted: 02 Dec 2019

Published online: 09 Sep 2020 *

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