Intrapreneurial Innovation in E-Commerce: Driving Fashion Business Growth

Authors

  • Marita Sri Nuryati Universitas Padjadjaran, Indonesia
  • Ratih Purbasari Universitas Padjadjaran, Indonesia
  • Margo Purnomo Universitas Padjadjaran, Indonesia

DOI:

https://doi.org/10.57053/itqan.v3i2.51

Keywords:

Intrapreneurship, Corporate Entrepreneurship, E-commerce, Fashion, Qualitative Research

Abstract

This study explores the application of intrapreneurship principles in the growth of the e-commerce fashion brand CultureBasic. Through qualitative methods, the research involved in-depth interviews with the company owner to investigate the impact of intrapreneurship on product innovation, customer orientation, and marketing strategies. The results show that intrapreneurship significantly enhances company performance through key mechanisms: skill development via continuous training and education initiatives, effective collaboration that emphasizes strategic discussions and team synergy, and proactive leadership that is inclusive and adaptive. These findings affirm that intrapreneurial practices not only help maintain competitive advantage but also relevance in the dynamic digital era. The implementation of intrapreneurial principles at CultureBasic has proven capable of sustainably boosting product innovation and developing dynamic marketing strategies, which in turn increases customer satisfaction and loyalty, providing significant competitive advantages. The potential impact of these results indicates that applying intrapreneurial principles can drive sustainable and innovative business success across various industries.

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Published

2024-07-20

How to Cite

Nuryati, M. S. ., Purbasari, R. ., & Purnomo, M. . (2024). Intrapreneurial Innovation in E-Commerce: Driving Fashion Business Growth. ITQAN: Journal of Islamic Economics, Management, and Finance, 3(2), 88–94. https://doi.org/10.57053/itqan.v3i2.51

Issue

Vol. 3 No. 2 (2024): ITQAN: Journal of Islamic Economics, Management, and Finance

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Articles

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Copyright (c) 2024 Marita Sri Nuryati, Ratih Purbasari, Margo Purnomo

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