SCALING UP CREATIVE SERVICE FIRMS: INTERNAL CAPABILITIES IN INDONESIA’S WEDDING DECORATION INDUSTRY
DOI:
https://doi.org/10.18623/rvd.v23.5992Keywords:
Wedding Decoration, Scaling-Up, Organizational Life Cycle, Knowledge Creation, Transformational Leadership, Technological Readiness, Aesthetic QualityAbstract
This article develops an aesthetic scaling-up model for Indonesia’s wedding decoration industry with thirteen semi-structured interview transcripts involving owners, employees, clients, and strategic partners. The paper says that scaling up wedding decorations can't just mean doing more projects. Instead, it is a planned organizational process that gradually moves aesthetic judgment, quality control, and client trust from the founder's direct presence to routines, divisional roles, visual SOPs, and digital coordination. The findings from the cross-case study show the difference between growth-stage firms that focus on the owner and maturity-stage firms that focus on the system. Companies in the growth stage use niche strategies or project volume, direct owner involvement, flexible teams, and simple digital tools. Mature companies depend on divisional specialization, the ability to make things in-house, trained permanent staff, visual standardization, and the owner's final curatorial filter. In both stages, the pace and quality of scaling are affected by knowledge creation, transformational leadership, technological readiness, and strategic partnerships with wedding planners. The paper presents a context-sensitive model of aesthetic scaling-up, wherein sustainable growth relies on the codification of taste while preserving human interaction.
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