Abstract
Superior supply chain performance is an important foundation for the sustainability of business performance, either in domestic or international business. This study seeks to explore the source of creative industries' business excellence from the supply chain side in the form of backward and forward linkages. This study takes Bandung City, a 'Creative City' according to UNESCO, as a case. This research uses regression methods on backward and forward linkages operations control to performance. The power of creative business comes from the superiority of backward linkages, that is, the source of its superiority is in resources availability and handling. Forward linkages do not have a significant effect. Nevertheless, in reality, both reinforce each other in shaping better business performance. The pattern of mixed sales, namely, direct sales and through distributors/agents always exhibit high performance in the form of production cost efficiency, customer service and product improvement.
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