Effectuation Strategy and Niche Marketing for Competitive Advantage

This research was conducted on batik craftsmen in East Java, Indonesia. Competitive advantage for is an effort to upscale by aligning their positions with corporate ones. Strategies that can be taken as achieve competitive are effectuation strategies and niche marketing, where these explore exploit internal external resources. Batik craftsmen, limitations, must smart dealing business order survive successful. The strategy teaches maximize the resources you have minimize risk of loss. Creativity, innovation key strategy. Meanwhile, marketing a avoid competing general market, but focus specific markets consumers definite demands.
 purpose this study determine effect advantage. Research quantitative approach, regression, data obtained through distributing questionnaires. population artisans throughout Java who registered provincial government database sample calculated using calculator.net.
 results show there positive significant partially between While dominant influence because unique product, so market segmented specialized. So more potential craftsmen.