Perpustakaan Digital ITB

Hijab fashion industry has become emerging business that attracts parties to be part of it, particularly after the declaration of visioning Indonesia to be the world center of hijab fashion in 2020. Having a substantial vision to be reached, great number of effective efforts must be applied in the industry. Thus, it is important for hijab business players to move to business ecosystem perspective considering the complex and dynamic network in hijab fashion industry. Purposing to present Indonesian hijab fashion condition, an exploratory study is employed in this research to meet the objectives: (1) to explore hijab fashion ecosystem in Indonesia; (2) to develop hijab fashion stakeholders’ map; (3) to identify roles of stakeholders in hijab fashion ecosystem; and (4) to analyze roles of stakeholders in hijab fashion ecosystem from service-dominant logic perspective. To deliver the real condition of hijab fashion industry, prominent key players in the industry were selected to be key informants in this research. Series of interview were undertaken to key informants to be transcribed using strategic options and development analysis (SODA) with cognitive map as the products. Business ecosystem perspective and service-dominant logic will be utilized to deliver proper understanding of hijab fashion industry. Concluded to have four issues in hijab fashion: business ecosystem, collaboration, government involvement and academia issue, further analyses is focused to roles of stakeholders in hijab fashion. Three roles of keystone, dominator and niche players were found in this study, and necessity to have an orchestrator lead to proposed framework of value orchestration strategy process that include customer as an active stakeholders in hijab fashion value co-creation.