The Rambo Msmes Survival Strategy In 5.0 Society Disruption Era

The encouragement program of MSMEs to remain competitive in the era of disruption to society 5.0, all technology, and sustainability emphasizes the relevance of business model innovation as the primary basis in managing and improving business competitiveness capabilities. This study explores the "Rambo" MSMEs survival strategy in the 5.0 society disruption era. This type of research is exploratory qualitative research, with the respondents being digital MSMEs enterprises under the assistance of the government through the Cooperatives and MSMEs Service. Data collection techniques use in-depth interviews and non-probability sampling (purposive sampling) following predetermined criteria. The analysis was carried out through data triangulation (data reduction, data presentation, and summarization). Results suggest three substantive conclusions 1) long-term managerial orientation is a key factor in developing a business model in MSMEs, 2) five business model capabilities support, in combination with the management approach, the business model development in established MSMEs, 3) open innovation is a concrete precondition of business model innovation. Therefore, the MSMEs owner needs both to actively consider their management approach towards the business model and develop some key dynamic capabilities in their organizations to implement the business model, an approach also valid for post-Covid-19 management.