Implementation of Schwartz's value theory: Transforming personal value into competitive advantage (Empirical study at café 27 Coffee & friends, Cirebon, West Java, Indonesia)

Abstract

Efforts to explore and achieve competitive advantage through personal superior value owned and developed into the superior value of the organization is an effective business strategy, efficient, not easily imitated, and long-term. This study aims to examine the implementation of Schwartz's theory (Schwartz Value Theory) in building competitive advantage through personal value (case study at café 27 café & friends, Cirebon, West Java). This research uses qualitative methods, such as observations and interviews, and purposive techniques to determine informants. The results of these researchers verified that in building a competitive advantage there is a role of personal value so that service innovation, product and customer service, and the atmosphere of friendship become the value formed in café shop 27 Coffee &friends.

Keywords: Schwartz's value theory, personal value, competitive advantage

DOI: 10.7176/EJBM/17-1-10

Publication date: January 30th 2025