Resource orchestration to improve communication with customers: qcase study: MSME footwear in East Javaq

This study aims to discuss the orchestration of resources in MSME in accordance with the implementation of ISO 9001 standards and the improvement of product competitiveness. By using case study research approach at MSME footwear in East Java, the results obtained are the information on how the company is orchestrating its resources from the early stages toward the growth stage by means of the certification program of ISO 9001. In the early stages, the company owner has lots of activity of routine work and is only reactive to the problems occurred, but after applying ISO 9001, the owner finds that the management of the company is more coordinated, and controlled. Besides, the company has more activities to develop including establishing communication and maintaining relationships with the customers.