Abstract
The creative industry is one of the fastest-growing economic sectors and holds significant potential for creating added value. However, in the face of a constantly changing business environment, companies in this industry are required to possess flexible and adaptive capabilities. This study aims to analyze the influence of dynamic capabilities on sustainable competitive advantage in creative industry players. Using a quantitative approach through a survey of 100 creative industry players in Indonesia, the results show that the ability to respond to market changes (sensing), integrate resources (seizing), and transform (reconfiguring) significantly contribute to creating sustainable competitive advantage. These findings have important implications for developing business strategies in the digital economy era.
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