Abstract:
This study evaluates a three-month Knowledge Transfer Programme (KTP) under the UniMadani Grant aimed at transforming rural artisans (Tudung Saji) in Kg. Lingkodon Tengah, Kota Belud by integrating Product Narrative Innovation (PNI), digital marketing, and the Business Model Canvas (BMC). The study found an exceptionally high overall effectiveness score (4.79) among 19 participants. The findings indicate a profound "mindset transformation" where artisans leveraged cultural passion as a competitive asset, validating that psychological readiness is as critical as technical proficiency in rural entrepreneurship.
Description:
This study assesses a three-month Knowledge Transfer Programme (KTP) under the UniMadani Grant aimed at empowering rural Tudung Saji artisans in Kg. Lingkodon Tengah, Kota Belud. By integrating Product Narrative Innovation (PNI), digital marketing, and the Business Model Canvas (BMC), the programme achieved an exceptionally high effectiveness score (4.79) among 19 participants. The findings highlight a significant mindset transformation, where artisans reframed cultural passion into a market-driven competitive advantage, underscoring the importance of psychological readiness alongside technical skills in rural entrepreneurship development.
