Value Co-creation Building to Sustain Indonesian MSMEs in the New Normal Era

Micro, Small, and Medium Enterprises (MSMEs) play an important role in a country's economy. However, the pandemic of Corona Virus Disease 19 (COVID-19) and numerous changes in the general business environment have compelled MSMEs to embrace open innovation. However, due to their low digital literacy, Indonesian MSMEs are still having difficulty conducting open innovation. The goal of this research is to provide solutions for Indonesian MSMEs to address these issues. Therefore, we conducted a qualitative study and gathered data through in-depth interviews with a variety of stakeholders. This research provides a value co-creation model between Indonesian MSMEs, university, students, and consumers.