Abstract:

Indigenous values are associated to the indigenous people who live in a country or a particular place for years and have the desire to transfer these values from the older to the younger generation. The people of Sumatera Barat who are known as Minangkabau, is one of the indigenous peoples in Indonesia. The richness of its cultures and values, known also as alam takambang jadi guru, is reflected unto its indigenous products, Kain Songket Pandai Sikek. A variety of motives and values are found in Kain Songket Pandai Sikek. Nowadays, there are customers from national and international markets, and this affects the weavers/small and medium enterprises to create more products line. This paper, using qualitative approach, intends to understand how to deal with the dilemma of maintaining between indigenous values and segmented customer value. Qualitative data for this study were collected through primary source, in-depth interviews with several informants, and secondary source such as literature review. There is a way for indigenous value and segmented customer value to be able to run parallel in business activities by predicting potential threats in order to enhance SME sustainability.