Dr. Tien Yustini, S.E., M.Si, Vice Rector III for Cooperation and a lecturer in the Master of Management program at the Faculty of Economics, Universitas Indo Global Mandiri, equipped small merchants and Micro, Small, and Medium Enterprises (MSMEs) in Kuala Lumpur, Malaysia, with strategies for building adaptive capabilities.
The training was delivered as part of an international Community Service (PKM) program at INTEM. “The market won’t wait for us to be ready, so we are the ones who must take the initiative,” said Tien.
The session, titled “Building Adaptive Capabilities for Global Market Competition,” emphasized the importance of identifying changes in consumer needs, leveraging digital channels, and strengthening marketing efforts.
According to him, adaptability determines a business’s sustainability because the business environment is constantly changing. “Business owners who are willing to learn from the market will always find opportunities to grow,” she said.
She explained that competitiveness is determined not only by the product but also by how quickly and accurately business owners respond to change. Adaptation can be achieved through strengthening competencies, innovation, digital marketing, customer management, network development, and market orientation.
“A good product isn’t enough if the owner is slow to read the situation,” she said.
During the interactive session, participants were invited to discuss their experiences running businesses, marketing challenges, product development, and the use of digital technology. The diverse range of products showcased by the participants was deemed to have the potential for further development through strengthened branding and digital marketing. “Every product has a story; it’s just a matter of how that story is packaged to reach a wider market,” he said.
Moving forward, he continued, capacity building for MSMEs can be continued through ongoing mentoring, particularly in digital marketing, content development, branding, customer engagement, product innovation, and strategies for entering broader markets. “New knowledge is only meaningful if it’s truly put into practice in a way that suits the nature of each business,” he concluded. (andhiko ta)
