دستیابی به مزیت رقابتی پایدار از طریق نوآوری محصول و محرک بازار Achieving sustainable competitive advantage through product innovation and market driving

1. Introduction Competition in the business world is unavoidable, for that, every effort is required to always know, understand what is happening in the market, what customer wants; and understand the changes in the business environment so as to compete with others. For that reason, an attempt to understand what and how to manage a variety of resources owned to win the competition and create competitive advantage must always be created. Preparation of new products in the face of competition from rivals is one way to win competition through product innovation. Innovation means observing consumers to find and satisfy customers by providing new products, creating innovation in order to have a strategic position in the market and withstand attacks from competitors with the main objective to meet the market demand. As a result, it can be used as a competitive advantage for a business. Therefore, companies are required to provide new thoughts, ideas and innovative products. This becomes value created by a business to able to continuously be used by customers in form of sustainable competitive advantage to meet customers’ demands and complaints of product quality, customer needs, procurement of new markets and the existence of continuous product innovation. Besides product innovation strategy, location factors may also affect the competitive advantage in the rabbit meat culinary, especially in terms of accessibility. The proximity to the market is also a very important thing to consider in choosing a location. Driving Market competition could encourage businesses of rabbit meat to pursue high innovation in order to achieve a sustainable competitive advantage. Sustainable competitive advantage is the value created by the company for its customers, continuously. Sustainable competitive advantage can be seen from the accuracy of the company in the market to provide products in response to consumer demands and complaints of product quality, customer needs, procurement of new markets and product innovation. For years, there is a decline in rabbit outlets establishment. In 2006, there are only 3 outlets. Furthermore, in 2007, 2008, 2011 and 2012, there is only 1 to 2 stalls existing. In addition, rabbit cultivation is mostly done by breeder/community. So that, it creates a potential competitive advantages to create product market (Market Driving).