Integrating Strategy Tripod and Market Absorptive Capability for Sustainability in the Creative Industry
Integrating Strategy Tripod and Market Absorptive Capability for Sustainability in the Creative Industry

Summary/Abstract: This study aims to examine the influence of the strategy tripod on business sustainability, while testing the mediating role of Market Absorptive Capability (MAC) among creative industry entrepreneurs in South Sulawesi, Indonesia. Quantitative research design was employed using survey data collected from 323 respondents through google forms and direct visits. Data were analyzed using SEM AMOS. The results reveal that strategy tripod has a positive but marginal effect on MAC, whereas MAC has a strong positive impact on business sustainability. Conversely, the strategy tripod has no direct effect on business sustainability. Mediation analysis using bootstrapping confirmed that MAC fully mediated the relationship between the strategy tripod and business sustainability. Longitudinal studies could be conducted in the future to observe how the dynamics of the strategy tripod, MAC, and business sustainability evolve over the long term. Practically, this study suggests that policies and managerial practices should prioritize strengthening MAC through market research training, digital adoption, and collaborative ecosystems to ensure the creative industry’s long-term viability. This study we propose the concept of market absorptive capability as a novelty to understand its role in the sustainability of the creative industry business.

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