Djoko Poernomo 

Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Sosial, Universitas Jember 

Suhartono 

Program Studi Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Sosial, Universitas Jember

Ayouvi Poerna Wardhanie 

Fakultas Teknologi dan Informatika Universitas Dinamika Surabaya 

Sandhika Cipta Bidhari 

Jurusan Akuntansi Politeknik Negeri Jakarta 

DOI: 

ABSTRACT 

Batik' is a creative product inherited from its ancestors whose existence needs to be maintained through the creation of core competencies that are continuously sharpened for the craftsmen, most of whom are family companies. So far, it is suspected that the core competency of the 'batik' family company has been interpreted as the ability to produce only weak products for the market, which has resulted in slow business growth. The aim of this study is to explain the disorientation of the core competencies of 'batik' family companies which has not been widely discussed in previous studies. The study design uses qualitative. The types of data collected are primary data and secondary data. Data collection techniques use interviews to obtain primary data and study of relevant documents to obtain secondary data. The study informant is the owner of a 'batik' family company. Data analysis uses content analysis. The study findings show that there is disorientation in core competencies that focus on products but are not yet total and weak on the market. The limitations of this study focus on the disorientation of the core competencies of small-scale 'batik' family companies. Future studies of core competency disorientation need to be expanded to gain a more comprehensive understanding   

Keywords: Core Competency Disorientation, Small Batik Business .