THE INFLUENCE OF COMPETITIVE FORCES AND VALUE CREATION ON COMPANY REPUTATION AND COMPETITIVE STRATEGY: A CASE OF DIGITAL CREATIVE INDUSTRY IN INDONESIA WITH THE IMPLICATION ON SUSTAINABLE BUSINESS PERFORMANCE

The creative industry which growing rapidly nowadays is the creative industry based digital technology. However, the growth of the business of digital creative industry in Indonesia has not fulfilled the expectations; due to business performance tends to be fluctuating. Declining business performance was allegedly because the reputation of companies and competitive strategies are not good enough. In addition, industry competitive forces and the value provided to customers is not optimal compared to other competing company. This study aims to examine how the effect of industry competitive forces and value creation on company reputation and competitive strategy either simultaneously or partially and its implications on sustainable