Strategies for Managing Change and Innovation in Agricultural Smes in Wonosobo Regency, Indonesia

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy. The market opportunities and potential in Wonosobo Regency offer promising prospects for the development of MSMEs, particularly in the food sector. This study aims to provide a comprehensive understanding of change management and innovation in the development of MSMEs in Wonosobo Regency. The research utilizes a qualitative method with a descriptive approach. Data were gathered through observation, Focus Group Discussions, and in-depth interviews with the community. The collected data were analyzed using an interactive analysis technique. The results of the study indicate that the strategies for managing change and innovation in developing agricultural product-based MSMEs in Wonosobo Regency include: (1) mapping local potentials and challenges to understand the market positioning of MSMEs; (2) enhancing human resource capacity to improve skills and expertise; (3) leveraging technology and digitalization for marketing and management purposes; (4) strengthening networks and partnerships to tackle challenges and seize opportunities; (5) adapting to market and regulatory changes to remain competitive; (6) diversifying products and markets to ensure sustainable growth. Keywords: Innovation, market, local potential, agricultural products, job opportunities, sustainable.