Sustainable marketing and distribution strategies in the seaweed industry for competitive MSMEs: A synergistic approach

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Abstract

This study explores the potential of the seaweed industry in a developing country and aims to develop sustainable marketing and distribution strategies to enhance competitiveness. Despite facing challenges such as limited public awareness of seaweed products, recent advancements in cultivation methods and cross-sector collaborations highlight significant growth opportunities (Tabrani et al., 2024). Utilizing literature reviews, in-depth interviews, and comparative studies, the research identifies the strategic role of the Seaweed Cultivation Center in bridging profit and non-profit sectors. Non-profit initiatives include technological innovation and environmental sustainability efforts, while profit-driven activities focus on efficient production, storage, and marketing through collaborations among cultivators, processors, and the warehouse receipt system. The findings demonstrate that integrating these sectors can enhance product competitiveness and expand market reach, benefiting local micro, small, and medium enterprises (MSMEs) in developing countries and fostering economic growth. The study underscores the necessity of effective marketing communication strategies and a sustainable distribution system, emphasizing their role in increasing product value and supporting community welfare within the seaweed industry in developing contexts.

Keywords: Seaweed Industry, Sustainable Marketing, Distribution Strategies, Developing Country, Micro, Small, and Medium Enterprises (MSMEs)

Authors’ individual contribution: Conceptualization — E., N.I.S.A., and R.A.R.; Methodology — E., N.I.S.A., and R.A.R.; Software — E., N.I.S.A., and R.A.R.; Validation — E., N.I.S.A., and R.A.R.; Formal Analysis — E., N.I.S.A., and R.A.R.; Investigation — E., N.I.S.A., and R.A.R.; Resources — E., N.I.S.A., and R.A.R.; Data Curation — E., N.I.S.A., and R.A.R.; Writing — E., N.I.S.A., and R.A.R.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: Q13, M31, O13

Received: 23.10.2024
Revised: 05.02.2025; 06.10.2025
Accepted: 24.10.2025
Published online: 28.10.2025

How to cite this paper: Erwin, Arbit, N. I. S., & Ridwan, R. A. (2025). Sustainable marketing and distribution strategies in the seaweed industry for competitive MSMEs: A synergistic approach. Corporate & Business Strategy Review, 6(4), 87–95. https://doi.org/10.22495/cbsrv6i4art8