Abstract
In dynamic technology era, a company should use a new innovation.This innovation can improve the competitive advantage, expand the market reach, and also have a new source income. Phoenix Dancer which is already spend 10 years of operation, should take a new innovation in their company. Their old way through participating in the IKAPESTA exhibition is doesn’t bring a good impact anymore. Phoenix Dancer Semarang need a new way so that they can improve their competitive advantage, expand the market reach, and also have a new source income, and all that goal can be reach using YouTube Channel. YouTube Channel is suitable for Phoenix Dancer Semarang because they are a services company that provides dancing in their customer wedding, gathering, or birthday. This research also take feasibility analysis to knowing that the innovation is feasible or not. This research is using mix-method, and use YouTube Analytic review data to answer the question research, and also observation and further analysis. The conclusion in this research is through YouTube Channel Phoenix Dancer Semarang can improve their competitive advantage in terms of originality content, but not in communication and creativity. They also succeed expand their market reach, but didn’t succeed in making a new source income from YouTube Partner. The feasibility analysis result tells that this innovation is feasible enough to improve and developed more in terms of financial income and operational activity, but not feasible in making new source income for their company.
Highlights
Innovation is changes in services, marketing, product, strategy or other activity in to a better way [8]
The purpose of this research is to identify if YouTube Channel can expand their market reach, to analysis if YouTube Channel can improve their competitive advantage, to formulate how YouTube Channel can make a new source income through YouTube Partner Program, and last to knowing are this innovation is feasible enough to be maintained and developed with Phoenix Dancer Semarang
In the YouTube Analytic review in part of geography, it is show that viewer who already watch the YouTube Channel video is fluctuate
Summary
Innovation is changes in services, marketing, product, strategy or other activity in to a better way [8]. Innovation is combination of knowledge and value from product or services in the company [7]. There for, we cab said that innovation is a combination and a collaboration of knowledge, and value in product and services becomes something new and improve to a better state.For doing business innovation, the company must be aware for the opportunities in the middle of the market what goals will be achieved [5]. An adaptive company is company that can follow technology trend in market, and it is can gain the employee performance at work [15]. This fact prove that business innovation in to technology is important thing for every company. The company can survive in the middle of the market and keep growing in the market competition [1].Company that has a good competitive advantage is company that has their product or services is unique, rare, and difficult to imitated [13]
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