Abstract
The startup is the catalyst that transforms ideas into products. Innovation is widely recognized as an essential enabler of a competitive startup, organizational, academic, and enterprise to survive and thrive. However, many of innovation initiatives do not generate satisfactory profit or competitive advantage. The problem does not rest in the invention part or the generation of innovative ideas, but more in the profitable management of the innovation process from an approach to a successful product in the market. This paper puts forward a comparative study of customer-oriented innovation process model Blank, Ries, and Maurya. This paper quarry is the most appropriate model and best fit with startups samples, and looking for rational reasons to do further research to obtain the innovation process model that more appropriate and specific to startups. This research used an explanatory sequential research design in which qualitative and quantitative studies. These data were gathered from 5 startups in Indonesia through FGD, interviews, and observations. Substantial evidence supports that model Maurya is the most appropriate model and best fit with these startups and additional research is needed to formulate a new model that fully supports creative ecosystem industry in Indonesia.
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