The Footwear SMEs Value Orchestration in Mojokerto

The single market of ASEAN countries which has been named as the ASEAN Economic Community (AEC) by the end of 2015 makes the competition among enterprises becoming more intense. One of the strategies to win the competition is to produce qualified and innovative goods and services by involving the customers in the value creation of goods and services. This study aims to provide an empirical description of the process of value creation through the orchestration of resources in the Small and Medium Enterprise (SME) sector of footwear in Mojokerto East Java Indonesia which has been survived so far in confronting the market competition. Sample data obtained from five SMEs which directly selected as informants and then in-depth interviewed. By using qualitative analysis we have got the result that’s the SMEs owners indirectly has been doing orchestration of its resources nicely in the value creation process. The harmonious-managed resources are human resources, materials, infrastructure, work environment, and corporate governance. Even more unique is the despite limitations on the human resources, especially at the staff level, where the majority of jobs in non-production job is still done by the owners themselves, which sometimes assisted by other family members (wife / husband). This function of the owner, making the owner to act becomes the inspirator, facilitator, and also at the same time becoming the employees in the process of value-added creation of qualified and innovative products.