The Role of Competitive Advantage Medi-Ates the Influence of Innova-tion, Market Orientation and Promotion on Marketing Performance (Study: Creative Industry of Traditional Ikat Weaving Fabrics in Bali)

This paper presents a critical analysis of Neo-Gramscianism, a theoretical framework rooted in the works of Antonio Gramsci, especially regarding its understanding of hegemony. While Neo-Gramscianism offers valuable insights, this study seeks to unveil its inherent limitations. Departing from the question of, “Do the concepts provided by Neo-Gramscian about Hegemony solve the problem of marginalized communities?” and using Frankfurt School’s critical theory as the analytical framework, the analysis highlights several key flaws. Firstly, the epistemological failure it reflects, the overemphasis on two-way hegemony or by consent has overlooked a significant factor, which is the inevitable resistance of subaltern class. This paper concludes that the promised two-way hegemony initiated by Robert Cox fails to solve the problem of marginalized communities, since it is inherently not a Critical Theory, by its utilization of power relations, top-down approach, and most importantly, centralization of power.