Strategic Agility Analysis in Business Sustainability at Ohhnadskitch.id: A Dynamic Capability Theory Perspective

Abstract

This study aims to analyze the implementation of agility strategic in the sustainability of the culinary business Ohhnadskitch.id in Semarang from the perspective of dynamic capability theory. MSMEs in the culinary industry face challenges such as intense competition, dynamic market changes, shifting consumer preferences, and technological disruptions that require rapid and innovative adaptation. This study employs a qualitative approach with data collection methods including observation, interviews, and document analysis. The results indicate that Ohhnadskitch.id is able to identify market opportunities and threats (sensing), leverage opportunities through product innovation and strategic collaboration (seizing), and implement internal changes through employee training and digital technology adoption (reconfigure). The implementation of agility strategic supported by dynamic capability theory has proven to enhance competitiveness and business sustainability. These findings provide practical contributions for culinary MSMEs actors and enrich the literature on agility strategic and dynamic capability theory in the context of business sustainability.