Title: ACHIEVING COMPETITIVE ADVANTAGE OF THE ENNICHISAI JAPANESE CULTURAL FESTIVAL THROUGH THE CONCEPT OF VALUE CHAIN ANALYSIS
Author: ANDHIKA PRAMUDYA GUNAWAN
Affiliations : Masters Program in Accounting, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The aim of this research is to obtain a value chain model of marketing, production and supporting activities at the Japanese Cultural Festival and to find answers to the Ennichisai festival's ability to maintain the festival's continuity for more than seven years without charging its visitors. The discussion in this research uses contingency theory and the concept of value chain analysis as the basis for the discussion. This research was researched using interview methods, documentation and field observations. The approach taken is a qualitative approach using case study and ethnographic methods. Researchers also use questionnaires as a source of complementary data which is described qualitatively. The results of this research are that the Ennchisai cultural festival achieves a competitive advantage with the uniqueness of Japanese culture which is able to make production costs in the production process more efficient, so that Ennichisai is able to compete in the scope of the festival industry in Indonesia.
Keywords: Comptitivitve Advantage, Japanase Culture Festival, Value Chain Analysis
Sources: http://repository.unair.ac.id/80373/
