Development of A Digital Marketing Model to Enhance The Competitiveness of MSME’s Owned by People with Disabilities in Denpasar City

Gede Pradiva Adiningrat (), Nyoman Indah Kusuma Dewi, Ida Ayu Putri Widiasuari Riyasa, I Nyoman Abdi, I Wayan Wirga and Putu Adriani Prayustika
Additional contact information
Gede Pradiva Adiningrat: Politeknik Negeri Bali, Business Administration Departement
Nyoman Indah Kusuma Dewi: Politeknik Negeri Bali, Business Administration Departement
Ida Ayu Putri Widiasuari Riyasa: Politeknik Negeri Bali, Business Administration Departement
I Nyoman Abdi: Politeknik Negeri Bali, Accounting Department
I Wayan Wirga: Politeknik Negeri Bali, Business Administration Departement
Putu Adriani Prayustika: Politeknik Negeri Bali, Business Administration Departement

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 176-184 from Springer

Abstract: Abstract In the era of globalization, economic development necessitates adaptation to technological advancements and the enhancement of quality and capabilities, particularly towards digitalization. Furthermore, the COVID-19 pandemic has accelerated the demand for digital transformation and technology adoption, especially in the realm of marketing, which has shifted towards digital platforms. This transition has impacted Micro, Small, and Medium Enterprises (MSMEs), urging them to market their products digitally and leverage the benefits of on going developments. The progression of digitalization presents an opportunity for MSMEs to engage in marketing processes without limitations. However, amidst the rapid digital evolution for MSMEs to adapt to the digital world, there is a risk of certain groups being left behind, including people with disabilities. They struggle with limited access to technology and possess significantly different knowledge in business management compared to the general population, especially concerning product marketing. Consequently, they must compete to market their products effectively and attract customers. The presence of digital marketing models for MSMEs owned by people with disabilities is expected to enhance their competitiveness in the digital era. Currently, there is limited information availability regarding products from MSMEs run by people with disabilities in Denpasar, making them relatively unknown to the public. Ultimately, Politeknik Negeri Bali, as a vocational institution, can effectively engage in digital business-related endeavors to address local issues. Therefore, this research aims to develop a marketing model to enhance the competitiveness of MSMEs owned by people with disabilities in Denpasar.

Keywords: Business; Denpasar; Digital Marketing; Disabilities; MSMEs (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-622-2_20

Ordering information: This item can be ordered from
http://www.springer.com/9789464636222

DOI: 10.2991/978-94-6463-622-2_20

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().