Encouraging Value Innovation by Adopting the Blue Ocean Strategy in a Batak Karo Fabric Business

The tradition of Batak Karo fabric production has been undertaken for a long time, with many businesses in existence multiple generations, as is the case trade business UD Batik Bintang HS (BBHS). Competition this extremely intense, companies degrading and going out business. Innovation new value needed to advance businesses’ efforts survive thrive. In addition Red Ocean Strategy, existing arenas, Blue Strategy (BOS) can be adopted support such efforts. This study aimed boost innovation at BBHS by introducing BOS, presenting novel research contribution examining using descriptive qualitative method. Interviews were used data collection, credibility was validated through triangulation sources. Respondents included three internal employees, customers, suppliers, totaling nine participants. Data analysis applied stages reduction, display, conclusions/verification. discussions engaged BOS constructs strategy canvas, 4-action framework, formulation. results revealed two notable strategies innovation. First, inspired entering supplier industry raw materials lowering yarn density, resulting lower consumer price without affecting quality. Second, cloth colors motifs that dare go beyond common customs violating traditional standards. Both represent innovations attract customers retain customers. From perspective, contributes evidence broaden perspectives identify businesses, potential applicability broad range textile enterprises