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Small traditional industry has been recognized as an important local economy that support cultural industry and is significant in many parts of the world, particularly in developing countries. The significance of this type industry as a poverty barrier, enables jobs for local rural villagers, and their role in continuing local community based cultural activities have become obvious. However, as the current modern days global pressures affecting many traditional people in developing countries, pathways of small traditional industry toward local sustainable development remain unclear. Further continuous investigations are still required on how this industry provide the platform for greater local, regional and global sustainability. Literatures and debates on the sustainability of the rural developing country concerning small traditional industries may even begin from the establishment of Brundtland sustainability commission in 1987. The conflict between brown and green agenda in Brundtland commission may also point to small-scale traditional industry growth in the developing world. Cultural traditional industries in developing countries could better lead to local sustainability pathway. On the other hand, conflict of the use of natural resources and competition may create different stories. How traditional industry in developing country survive and further innovate for development is a significant knowledge to understand. This chapter uses Jepara traditional furniture industry in Central Java – Indonesia which has been the subject of prolonged study on how small-scale industry implicated to global competition and pressures of raw material resources decline. This chapter further reviews previous research and recent study on Jepara industry upgrade and innovation, and how likely innovation may prosper for the future sustainability of this type of industry.

Traditional industry was initially built with kinship, cultural value, and unique characters representing a particular system of production. However, current industry challenges pressurized traditional industry bond of primordial system with the need of adaptations to survive. Some traditional industry may resist the twenty-first-century challenges and pressures, but many of them are transforming their cultural and production characters to adapt modern business competitions. Indonesian traditional furniture industry Jepara has their familial system of productions which constitute “flexible specialization” where particular kinship and work contract created from a very specialized household small-scale furniture producer. However, this production system in fact struggles and is contrasted with the community needs to survive in the industry. The likely occurring progress of traditional industry are then remaining on the senior members of the industry to preserve knowledge which has empowered over many generations, while the younger generations consider transforming their ability for survivability and better financial rewards.

This chapter is the further elaboration of how Indonesian rural traditional furniture industry in Jepara presents its survivability and whether it is sustainable. This chapter exemplifies participants’ quotes and statements which create anxiety toward their future, cultural value, bond of industry kinship, and doubting their ability to withhold global and local pressures.