BUSINESS CONTINUITY OF CULINARY SMES: EMPIRICAL STUDY OF PERSONAL BRANDING, CORPORATE BRANDING, OPEN INNOVATION, AND COMPETITIVE ADVANTAGE

This study aims to uncover the interaction of intangible resources in personal branding, corporate branding, and open innovation in shaping the competitive advantage and continuity of culinary SMEs in developing countries. Financial moderation is a moderation variable in the relationship between competitive advantage and business continuity. Using a quantitative approach involving 216 respondents, this study with SEM PLS analysis has produced empirical information that knowledge and branding resources (personal and corporate) have convincingly influenced the formation of competitive advantage and business continuity. This study reinforces resource-based theory and practically becomes a strategic consideration for stakeholders related to culinary SMEs in maintaining their existence in competitive dynamics.