Analisis Inovasi Produk, Pemasaran Dan Kolaborasi (IP2K) Sebagai Kunci Keberhasilan Umkm Pasca Pandemi


  • Dina Juni Marianti STEI Hamfara
Keywords: Product Innovation, Marketing, Collaboration, MSMEs.


Abstract. The author describes the success strategies of post-pandemic MSMEs by analyzing Product Innovation, Marketing and Collaboration (IP2K). The purpose of this article is to find out how solutions can be applied by MSMEs so that they can rise after the Covid-19 pandemic. This article is presented descriptively with the GPA analysis. The author found that the IP2K is an inseparable part of business and has been applied to MSMEs that have survived the pandemic. The author found that there were differences between some of the literature and MSME practices regarding product innovation that should be made based on segment or only concerned with quality. Collaboration is carried out by MSMEs while in the literature there is little that discusses 'collaboration' as a solution. This paper contributes to the discovery and development of strategic management science and MSMEs as the key to post-pandemic business success.