Developing a Competitive Strategy Canvas for MSMEs: A Conceptual Framework Approach
DOI:
https://doi.org/10.31098/ijebce.v6i2.4118Keywords:
Competitive Strategy, Strategy Canvas, Business Development, Differentiation, Market Analysis, Strategic CapabilityAbstract
Micro, Small and Medium Enterprises (MSMEs) face increasing challenges in sustaining competitiveness due to limited strategic capabilities, inadequate competitor analysis, and insufficient differentiation strategies. Existing strategic tools are generally designed for large enterprises and often fail to address the specific characteristics and resource limitations of MSMEs. This study addresses the research gap by developing an integrated strategic framework to support MSMEs in building sustainable competitive strategies. The purpose of this strategy is to address the challenges faced by MSMEs and develop competitive strategies. The methodology of this strategic tool is qualitative, using a literature review of journals conducted with PRISMA 2020. The result is Competitive Strategy Canvas has eleven elements consisting of Focus on a niche market (F); Operationally efficient (O); Market Research & Analysis (R); Monitor and benchmark performance (M); Agile and Responsive (A); Invest in talent and training (T); Build Strong Customer Relationships (B); Sustainable Innovation (I); Differentiation (D); Effective Marketing and Branding (E); Strategic partnerships and alliances (S). Expectantly, the originality of this study lies in proposing a comprehensive strategic framework specifically designed for MSMEs, which may assist business owners in developing more adaptive and sustainable competitive strategies while also providing a foundation for future quantitative validation studies.
Downloads
Published
Citation Check
How to Cite
Issue
Section
License
Copyright (c) 2026 Maya Malinda, Yolla Margaretha, Elizabeth Wianto
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Content Licensing, Copyright, and Permissions
1. License
International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) has CC-BY NC as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purposes. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
Creative Commons License
2. Author’s Warranties
The author warrants that the article is original, written by the stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.
4. Rights of Authors
Authors retain the following rights:
Copyright, and proprietary rights relating to the article, such as patent rights, the right to use the substance of the article in future own works, including lectures and books, the right to reproduce the article for own purposes, the right to self-archive the article, the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE)).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.
5. Co-Authorship
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
6. Termination
This agreement can be terminated by the author or International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE).
7. Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the author or International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) or its sublicensee.
8. Miscellaneous
International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) or its sublicensee has become obligated to have the article published. International Journal of Entrepreneurship, Business, and Creative Economy (IJEBCE) may conform the article to a style of punctuation, spelling, capitalization, referencing and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.
