Analysis Strategies To Promote Village Products Based On Local Wisdom; Lesson From Indonesia

Abstract

Purpose: This research aims to analyse the strategies to promote village products in Indonesia and to have better understanding of the role of local wisdom in promotion village products. Frequently, developing unique strategies could enhance local economy and create new jobs for the whole communities and people.

Methodology/approach: This study employs a qualitative research method based on regions and local communities in promotion village products. Multiple case study analysis and critical review of previous research is conducted in this study. The paper will analyse different point of view of local approaches to their respective promotion strategies and structures.

Results/findings: This study advances integrative framework to represent the strategies in promotion village products in Indonesia. Promotion based on local wisdom may leads to a new strategic cooperation and collaboration between people in villages, else, elevate village sustainable growth.

Limitations: The research approach done in this paper is based on the analysis of western part of Indonesia case studies. Therefore, future research of other geographical backgrounds may also encourage eastern part of Indonesia with its uniqueness and rich cultures.

Contribution: Promotion products is a part of marketing mix strategy. The presented promotion strategies based on local wisdom my distinct from other strategies in other country, which can support local communities to express their culture through products in the long-term framework and well recognized.

Novelty: The presented promotion strategies of local products based on local wisdom with its uniqueness and cultural collaboration provides the foundation of village entrepreneurial identity which further gain prosperity of rural economy.