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All Journal CommIT (Communication & Information Technology) Journal of Indonesian Applied Economics Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH)
Utomo Sarjono Putro
Institut Teknologi Bandung
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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IMPROVING MANAGED SECURITY SERVICE ADOPTION THROUGH GO-TO-MARKET STRATEGY TRANSFORMATION: A CASE STUDY OF SQURA CYBERSEC Imam Rizky Hambali; Utomo Sarjono Putro
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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Abstract

Indonesia’s cybersecurity industry continues to experience rapid growth driven by digital transformation, cloud adoption, increasing cyber threats, and stronger cybersecurity regulations. However, cybersecurity providers continue to face challenges in accelerating Managed Security Service Provider (MSSP) adoption and achieving sustainable recurring revenue growth. This study aims to analyze the internal and external factors influencing MSSP adoption and formulate strategic recommendations to improve the cybersecurity Go-To-Market (GTM) strategy of SQURA Cybersec at PT Aplikanusa Lintasarta. A qualitative case study approach was taken, involving semi-structured interviews with internal stakeholders, enterprise customers and cybersecurity technology principals. The collected data were analysed using thematic coding and interpreted using PESTEL Analysis, Porter’s Five Forces, VRIO Analysis, SWOT Analysis, TOWS Matrix, Segmentation–Targeting-positioning (STP) and 7P Marketing Mix framework. The findings show the key challenge, not the lack of cybersecurity capability but how to convert operational capability into sustainable market differentiation and scalable execution. The study identifies major barriers to MSSP adoption as principal dependence, fractured commercial communication, inconsistent service packaging and poor operational coordination. To tackle these challenges, we propose four strategic directions to reinforce market positioning, enhance service integration, fortify proprietary capability development and introduce a more disciplined operating model to support the growth of recurring revenue.
STRATEGIC ADAPTABILITY FOR MARKET LEADERSHIP IN INDONESIA’S BABY CARE INDUSTRY USING SCENARIO PLANNING Dinda Rahma Sesha; Utomo Sarjono Putro
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20790923

Abstract

The Indonesian baby care industry faces uncertainty driven by economic volatility, rapid digital transformation, changing consumer preferences, demand for product safety, and intensifying competition. These conditions challenge companies to maintain long-term market leadership using strategic planning approaches. This study aims to develop strategic adaptability for sustaining market leadership in Indonesia’s baby care industry through a scenario planning approach. This research conducted a qualitative method using semi-structured interviews with internal and external industry experts. Interview findings were formulated into driving forces, followed by prioritization assessment to identify the two major critical uncertainties shaping the future industry environment. Then, the four plausible future scenarios were developed, namely The Battle Arena, The Golden Age, The Dark Times and The Old Guard, along with early warning signals to anticipate changes in macroeconomic and industry conditions. The findings indicate that strategic adaptability is essential for sustaining market leadership under uncertain market condition. The study further integrated scenario planning with an evaluation of current strategy to identify strategic gaps under future scenario. A TOWS matrix was subsequently formulated. It resulted in several strategic recommendation pillars with different adaptive adjustments across scenarios, followed by implementation roadmap for the next five years.
Co-Authors Adhya Rare Tiara Astri Ghina Azmii Lathifah Dimas Rahfaditya Pradana Dinda Rahma Sesha Eka Yuliana Fedri Ruluwedrata Rinawan Fikri Adhi Nugraha Imam Rizky Hambali Nugraini Rahmaniasari Nur Muhammad Rifaat Nurhasan Nurhasan Pri Hermawan Santi Novani Valid Hasyimi