This chapterinvestigates the impact of marketing communication capability on sustainable competitive advantage by examining the mediating effect of product development and selling capabilities. It also explores the effect of information technological turbulence on the relationship between marketing communication capability and firm competitive advantage. This chapter proposes a structural equation model to empirically test the relationships between marketing communication, selling capability, product development, and sustainable competitive advantage. Drawing from the SMEs database provided by the Ministry of Cooperative and SMEs in Indonesia, the random sample adopts a self-administered mail survey for data collection. The results indicate that marketing communication capability has a positive impact on product development capability, which in turn strengthens the sales capability to achieve sustainable competitive advantage. However, high information technological turbulence reduces the effectiveness of marketing communication capability on supporting the competitive advantage. This chapter extends the dynamic capability theory by adopting information technological turbulence at various levels to explain the role of marketing communication and product development.

Suku Dayak merupakan salah satu suku yang terdapat di Kalimantan yang memiliki kebudayaan "Telingaan Aruu" yang sangat khas. Tradisi tersebut merupakan tradisi yang diteruskan secara turun temurun kepada para wanita suku Dayak. Namun, tradisi ini sudah mulai ditinggalkan karena anggapan bahwa tradisi tersebut sudah ketinggalan jaman. Oleh karena itu perlu ada pengenalan mengenai kebudayaan tersebut kepada masyarakat umum, agar generasi muda tetap mengetahui adanya tradisi tersebut di Indonesia. Hal inilah yang membuka peluang untuk dibuatnya perhiasan sebagai salah satu bentuk souvenir khas suku Dayak. Tujuan yang ingin dicapai pada penelitian ini adalah 1). Pembuatan alternatif desain perhiasan yang mengangkat kebudayaan "Telingaan Aruu" yang akan dijadikan sebagai souvenir khas Suku Dayak, tradisi tersebut merupakan tradisi khas suku Dayak yang sudah mulai punah; 2) Perwujudan prototype dari alternatif desain. Konsep desain yang digunakan adalah Massive Jewelry with Telingaan Aruu Tradition Typical of Dayak Tribe yaitu kata kunci Massive diambil karena perhiasan dibuat dalam ukuran cukup besar yang eyecatching, perhiasan besar mengandung makna bahwa kesanggupan dalam menahan derita suku Dayak cukup besar. Metode yang digunakan adalah dengan analisis aspek teknis dan aspek estetis dengan stilasi dan deformasi bentuk. Hasil yang diperoleh adalah pembuatan souvenir berupa perhiasan dengan bahan dasar perak dan terdiri dari beberapa jenis perhiasan, yaitu gelang, kalung, anting-anting, dan cincin.

Abstract—A Spring/Summer 2021 collection based on WGSN trend forecast for Spring/Summer 2021 called HomeSpun, which inspired from Edgar Allan Poe's poem, "A Dream within a Dream". This poem consists of 24 rows which divided into two stanzas, illustrate the differences between our perception of lives and the effect of time, that emphasize human existencies are only dreams and illusions, an abstract picture from human mind. Clothes category are citywear with sophisticated and elegant looks. Using in-depth interview, some keywords are produced, namely blurry, contention, curved lines, encounter of two different substances, conflicting diagonal line, and transparant. That keywords then poured into garment's cutting, details, and embellishments. The collection's details and embellishments are deconstructed cutting, plaits, embroidery texts, crochet, and clay beads. This collection consists of 60 designs of menswear, womenswear, and kidswear, also its lifestyle products and accessories.  5 looks consists of 14 garments, 5 pieces of shoes, 2 bags, 2 earrings, 2 glasses, 3 headbands, 1 set of hair clip, 1 bracelet, 1 scrunchies, and 1 handphone & airpods case were realized. Keywords: blurry, conflicting diagonal line, contention, two realities   Abstrak—Perancangan koleksi Spring/Summer 2021 berdasarkan trend forecast WGSN Spring/Summer 2021 “HomeSpun” menggunakan inspirasi dari puisi karya Edgar Allan Poe, “A Dream within a Dream”. Puisi ini mempunyai 24 baris yang dibagi menjadi dua bait, menceritakan perbedaan persepsi hidup kita serta efek waktu, yang menekankan bahwa eksistansi manusia hanyalah suatu impian dan ilusi, sebuah gambaran abstrak dari pikiran manusia. Kategori busana adalah citywear dengan kesan sophisticated dan elegan. Melalui metode penelitian wawancara, dihasilkan beberapa kata kunci, yaitu blurry, suatu pertentangan/bertolak belakang, garis lengkung, pertemuan antara dua substansi berbeda, conflicting diagonal line, serta transparan. Berbagai kata kunci tersebut kemudian dituangkan dalam cutting pakaian, detail, serta embellishments pada garmen. Detail dan embellishment yang dipakai adalah cutting yang sedikit deconstructed, anyaman, tulisan dengan menggunakan jahitan dan sulaman, serta rajutan dan clay beads. Koleksi ini terdiri dari 60 desain pakaian wanita, pria, serta anak perempuan dan berbagai produk lifestyle serta aksesoris pelengkapnya. Pakaian yang direalisasikan sebanyak 5 looks, yang terdiri atas 14 garmen, 5 pasang sepatu, 2 tas, 2 anting-anting, 2 kacamata, 3 headband, 1 set jepit rambut, 1 gelang, 1 scrunchie, serta 1 case handphone dan airpods. Kata kunci: blurry, conflicting diagonal line, dua realita, pertentangan

Numerous innovations of form have been developed by ready-to-drink tea producers for variety of flavours. The highly competitive market for this product demands the producers to develop more distinctive product for consumers. This research was using qualitative approach with qualified quantitative data. Questionnaire and tactile testing were done to gather data. The questionnaires were given to respondents with age range of 11- 17 years  and 1733 yearsold. The respondents are also given tactile test for each packaging, for ready-to-drink tea. The target market for this research was young consumer with often-outdoor activities. Therefore they need abundant liquid intake. Nutrition rich tea in ready-to-drink packaging is one of solution for practical drink.With a high activity tendency, it is logical that the most preferred packaging for ready-to-drink tea is PET bottle. This type of packaging is easy to carry, easy storage for later consumption and hygienic in consumers perception. PET bottle is also could give better fresh sensation compared to other packaging. In specific, consumers like bottle with small diameter and tall opening. Bottle cap with rubber layer is more preferred because has it has maximum closure. For structure, bottle with curvy form, 60 degrees shoulder bottle, vertical and slanting shoulder is considered more attractive.