https://mail.insyma.org/proceedings/files/original/articles/DONE_Dita Riyanto Putro.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 22, 2025) Proceedings meta_title Adaptation and Innovation: Rejomulyo Fashion MSMES's Strategy in Facing Competition in the Free Trade Era Author #1 Dita Riyanto Putro Author #2 Bothy Dewandaru Author #3 Dika Dimas Putra Abstract/Description This study aims to analyze the adaptation and innovation strategies implemented by fashion MSMEs in Rejomulyo, Kediri City, in facing competition in the free trade era. With a qualitative approach and a single case study, data were collected through in-depth interviews, participant observation, and document analysis. The results of the study indicate that MSMEs adapt in the form of product diversification and customization, although they are still reactive due to limited capital and information. Product innovation is carried out by combining traditional motifs and modern designs, as well as the use of alternative raw materials. However, process and marketing innovation is still limited, and the organizational structure of MSMEs tends to be informal. The main supporting factors are entrepreneurial spirit and local communities, while the obstacles include access to information, capital, and HR skills. This study strengthens the theory of dynamic capabilities and provides practical implications for the development of MSME strategies and government policies. keywords a;b;c;d MSMES, Free Trade Era, Product Innovation, Adaptation, Dynamic Capabilities, Qualitative Research, Case Study publication_date 2025/06/20 2025/06/20 pdf_url https://insyma.org/proceedings/files/articles/DONE_Dita Riyanto Putro.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/472 firstpage 997 lastpage 1002 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 160 Volume 22 authors Dita Riyanto Putro, Bothy Dewandaru, Dika Dimas Putra Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Adaptation and Innovation: Rejomulyo Fashion MSMES's Strategy in Facing Competition in the Free Trade Era Creator An entity primarily responsible for making the resource Dita Riyanto Putro