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Creative industry relies heavily on expertise, talent and creativity. This study aims to examine competitive advantage and performance of the creative industry in Semarang, Indonesia, through market orientation, learning orientation, and intellectual capital. Data were collected from 114 firms in the creative industry in Semarang. The framework model proposed was tested using structural equation modeling (SEM). Findings of the study reveals that firm performance is positively influenced by market orientation and learning orientation, while the same effect for intellectual capital on firm performance is not found in this study. Interestingly, the study shows that intellectual capital might influence firm performance through competitive advantage. Managerial implications based on previous analysis are provided to owners and/or managers of the creative industry in order to enhance their firm performance.