Opportunity Focused, Innovativeness and Resource Leveraging towards Business Competitiveness in New Normal Era: A Case Study of Sanan Industry in Malang

Business sustainability in New Normal era is based on how smart is the ability of entrepreneur to maintain and develop their business especially during uncertainty in COVID-19 pandemic. Characters of entrepreneur define from the strategic management in managing their tangible and intangibles factors within their business models. This paper aims to understand the influence of intangible factors such as opportunity focused, innovativeness and resource leveraging towards business competitiveness in food industry. This is a quantitative research that is conducted in Sanan Industry of Malang which is a place of 65 chips home industries. Samplings were selected through a non-probability using the purposive method. The Structural Equation Modeling-Partial Least Square (SEM-PLS) method was used to conduct research analysis using the WarpPLS analysis tool. This study shows the results that opportunity focused and innovativeness have a positive and significant effect on the competitiveness, however improvement need to be done in resource leveraging competitiveness to survive the pandemic.