Figure Ilustration AI
FORMOSA NEWS - Sulawesi Utara - How Strategic Storytelling and Adaptability Drive Creative Business Growth in Emerging Markets. The growth of Indonesia's creative economy relies heavily on innovative entrepreneurs who transform local street cultSure into structured commercial ecosystems. In a study published in July 2026, researchers Sharon Kumaratih Dewi Wardoyo and Abraham Leslie Petir Lelengboto from Universitas Klabat analyzed how Jeffrey Jouw (widely known as Jejouw) established USS Network. The research demonstrates how flexible decision-making and opportunity-driven entrepreneurship allow local leaders to build sustainable creative businesses in dynamic market environments. Understanding these entrepreneurial journeys provides valuable insights into how creative industries expand and absorb workforce opportunities across emerging economies.
Background and Relevance
The creative industry sector represents a vital pillar of national economic growth. Official reports show that Indonesia's creative economy contributed 7.28% to the national Gross Domestic Product (GDP) in 2024, with foreign investment exceeding government targets by 134 percent—reaching 136.3 trillion rupiah in 2025. Furthermore, the sector absorbed 27.4 million workers in 2025, accounting for 18.70% of the national labor force. Despite these macro-level successes, researchers note a lack of micro-level studies examining individual entrepreneurial journeys within Indonesian creative small and medium-sized enterprises (SMEs). Analyzing individual business leaders helps explain how local ventures scale up, attract venture capital, and build resilient commercial platforms.
Research Methodology
The authors conducted a qualitative study using a narrative analysis approach to examine Jeffrey Jouw's entrepreneurial career. Primary data was gathered from verbatim interview transcripts aired on the business-focused YouTube podcast channel Kasisolusi. The researchers structured the narrative chronologically and applied two core analytical frameworks:
The analysis shows that Jeffrey Jouw's path to founding USS Network evolved through organic community engagement rather than strict corporate forecasting. His transition from an independent sneaker seller in the United States to a prominent media and event executive aligns with the five core dimensions of Effectuation Theory: Starting from individual sneaker sales, Jouw co-founded the Urban Sneaker Society (USS) exhibition platform to connect local brands with youth consumers. The ecosystem expanded into digital media through USS Feed and market agency services through Creativox, culminating in the unified holding entity USS Network, which subsequently secured venture funding from major companies including Tokopedia.
Real-World Impact and Practical Implications
The findings highlight how modern creative business ecosystems operate as crucial growth engines for local economic development. For policymakers and industry stakeholders, the success of platforms like USS Network demonstrates that supporting community-driven exhibitions allows hundreds of domestic micro-enterprises to access broader consumer markets and financial institution backing. For business educators and aspiring founders, the research emphasizes that formal business plans are not the sole prerequisite for launch. Early-stage entrepreneurs can successfully scale creative platforms by relying on existing social networks, managing affordable losses, and adapting dynamically to shift opportunities into broader enterprise structures.
Author Profiles
Sharon Kumaratih Dewi Wardoyo, M.M. is a researcher and academic faculty member at Universitas Klabat, specializing in business management, qualitative research, and creative industry development.
Abraham Leslie Petir Lelengboto, M.M. is a researcher and academic faculty member at Universitas Klabat with expertise in organizational behavior, entrepreneurship, and strategic management.
Background and Relevance
The creative industry sector represents a vital pillar of national economic growth. Official reports show that Indonesia's creative economy contributed 7.28% to the national Gross Domestic Product (GDP) in 2024, with foreign investment exceeding government targets by 134 percent—reaching 136.3 trillion rupiah in 2025. Furthermore, the sector absorbed 27.4 million workers in 2025, accounting for 18.70% of the national labor force. Despite these macro-level successes, researchers note a lack of micro-level studies examining individual entrepreneurial journeys within Indonesian creative small and medium-sized enterprises (SMEs). Analyzing individual business leaders helps explain how local ventures scale up, attract venture capital, and build resilient commercial platforms.
Research Methodology
The authors conducted a qualitative study using a narrative analysis approach to examine Jeffrey Jouw's entrepreneurial career. Primary data was gathered from verbatim interview transcripts aired on the business-focused YouTube podcast channel Kasisolusi. The researchers structured the narrative chronologically and applied two core analytical frameworks:
- Opportunity-Driven Entrepreneurship (ODE): A concept explaining how individuals voluntarily start businesses based on market gaps, financial motives, and passion.
- Effectuation Theory (ET): A five-dimension decision-making framework formulated by Saras Sarasvathy that explains how entrepreneurs navigate uncertain, unpredictable market conditions without relying on rigid formal planning.
The analysis shows that Jeffrey Jouw's path to founding USS Network evolved through organic community engagement rather than strict corporate forecasting. His transition from an independent sneaker seller in the United States to a prominent media and event executive aligns with the five core dimensions of Effectuation Theory: Starting from individual sneaker sales, Jouw co-founded the Urban Sneaker Society (USS) exhibition platform to connect local brands with youth consumers. The ecosystem expanded into digital media through USS Feed and market agency services through Creativox, culminating in the unified holding entity USS Network, which subsequently secured venture funding from major companies including Tokopedia.
Real-World Impact and Practical Implications
The findings highlight how modern creative business ecosystems operate as crucial growth engines for local economic development. For policymakers and industry stakeholders, the success of platforms like USS Network demonstrates that supporting community-driven exhibitions allows hundreds of domestic micro-enterprises to access broader consumer markets and financial institution backing. For business educators and aspiring founders, the research emphasizes that formal business plans are not the sole prerequisite for launch. Early-stage entrepreneurs can successfully scale creative platforms by relying on existing social networks, managing affordable losses, and adapting dynamically to shift opportunities into broader enterprise structures.
Author Profiles
Sharon Kumaratih Dewi Wardoyo, M.M. is a researcher and academic faculty member at Universitas Klabat, specializing in business management, qualitative research, and creative industry development.
Abraham Leslie Petir Lelengboto, M.M. is a researcher and academic faculty member at Universitas Klabat with expertise in organizational behavior, entrepreneurship, and strategic management.
Source
Sharon Kumaratih Dewi Wardoyo, Abraham Leslie Petir Lelengbot. Entrepreneurial Narrative in Building a Creative Business Ecosystem: A Qualitative Study. Asian Journal of Management Analytics (AJMA).Vol. 5, No. 3 (2026), hal. 607-618
DOI :https://doi.org/10.55927/ajma.v5i3.16784
URL :https://journal.formosapublisher.org/index.php/ajma
DOI :
URL :
0 Komentar