This study examined how artisan enterprises in the Davao Region navigate the balance between innovation and cultural preservation amid increasing pressures from globalization, shifting consumer preferences, and competition from mass-produced goods. Guided by cultural sustainability theory and the resource-based view, the study employed a multiple-case qualitative design involving five enterprises engaged in weaving, furniture making, woodcarving, basketry, and pottery. Data were gathered through in-depth interviews, field observations, and document reviews, and were analyzed using thematic analysis and cross-case comparison. Findings demonstrated that artisans engage in selective innovation, integrating modern design elements, ecofriendly materials, and updated production tools while retaining traditional motifs, symbolic patterns, and intergenerational knowledge. Family labor, community validation, and spirituality emerged as central resources that reinforced cultural continuity and strengthened business resilience. Despite economic constraints such as fluctuating demand, limited institutional support, and competition with low-cost alternatives, artisans sustained their enterprises through diversified livelihoods, low-cost operations, and strong cultural identity. The study concludes that cultural artisans in the Davao Region innovate not by replacing heritage but by adapting tradition in ways that maintain cultural integrity while meeting market expectations. These insights contribute to the literature on cultural preservation and sustainable innovation and offer implications for policymakers, cultural organizations, and enterprise development programs seeking to strengthen the creative economy and safeguard intangible heritage.