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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Organisasi Dan Manajemen Aliansi : Jurnal Politik, Keamanan Dan Hubungan Internasional
Yudo Anggoro
Institut Teknologi Bandung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Change Building Blocks Toward Sustainable Organizations: Learning From Three Sectors Sudirman Said; Aurik Gustomo; Yudo Anggoro
Jurnal Organisasi dan Manajemen Vol. 19 No. 1 (2023)
Publisher : LPPM Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33830/jom.v19i1.3533.2023

Abstract

Purpose - This research aims to identify processes and stages in managing sustainable change so that organizations are able to survive in different dynamic conditions, as all organizations (public, private and non-profit) are continuously forced to change to stay competitive in the society. The ability of the leaders of organization to strategically determine the direction of changes and manage change are the fundamental skills. Methodology - This research is qualitative research using multiple-case study that carried out in six organizational settings within three different sectors. Data were collected in 2021, from archival reviews and semi-structured interviews with eighteen change leaders, from six organizations. The data coded and analyzed using NVIVO to find out the common pattern on how the leaders managing changes in three sectors. Findings - The research identify five common building blocks of change: identifying rooms for improvement, organizing change agents, mobilizing support, executing change, and sustaining the change results. Originality - Leadership development is identified as the most effective strategies for sustaining change and transformation initiatives in all three sectors. As this research is conducted in Indonesian institutional setting, the further studies are needed to investigate whether the five building blocks of change are universally applicable.
Leader Behaviors On Organizational Change in Multinational Company Nurillah Jamil Achmawati Novel; Yudo Anggoro; Marsha Aulia Hakim
Aliansi Special Issue September 2022 : Aliansi : Jurnal Politik, Keamanan Dan Hubungan Internasional
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/aliansi.v0i0.43121

Abstract

Change is a certainty that occurs in a dynamic organization. The role of the leader in mobilizing and managing people in the organization greatly influences adaptation to change. This study aims to assess the behavior of leaders in multinational companies that are undergoing massive organizational change. Qualitative and quantitative approaches are used to optimally explore supporting data in analyzing leader behavior in organizational change. They involved respondents and participants from all divisions in the company. The results show that all dimensions tested are in the "good" category. Meanwhile, the dimension with the highest score is "Inspirational Motivation," which is also supported by qualitative statements from the participants. Perubahan adalah suatu kepastian yang terjadi pada sebuah organisasi yang dinamis. Peran pemimpin dalam menggerakkan dan mengelola orang-orang dalam organisasi tersebut sangat mempengaruhi  adaptasi terhadap perubahan. Penelitian bertujuan untuk menilai perilaku pemimpin pada perusahaan multinasional yang sedang melakukan perubahan organisasi secara masif. Pendekatan kualititatif dan kuantitatif digunakan untuk menggali secara optimal data-data yang mendukung dalam analisis perilaku pemimpin pada perubahan organisasi ini. Melibatkan responden dan partisipan dari seluruh divisi di perusahaan. Hasilnya menunjukkan bahwa seluruh dimensi yang diuji pada kategori “baik”. Sedangkan dimensi dengan skor tertinggi adalah “Inspirational Motivation” yang didukung pula dengan pernyataan kualitatif para partisipan.
PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY TO INCREASE CONSUMER-BASED BRAND EQUITY FOR LIFEBUOY SOAP Bianca Hediana; Satya Aditya Wibowo; Yudo Anggoro
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 2 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i2.13876

Abstract

This research delves into the revitalization of Lifebuoy's consumer-based brand equity by developing and implementing a comprehensive integrated marketing communication (IMC) strategy. The study addresses the brand's declining equity by conducting a thorough analysis of its internal and external environments. A mixed-methods research approach, encompassing both quantitative and qualitative data collection techniques, was employed to gain a deeper understanding of consumer behavior, preferences, and the competitive landscape. Key findings from the research indicate that Lifebuoy operates in a highly competitive market, facing intense rivalry from established brands like Biore, Dettol, and Nuvo. Consumer behavior is primarily driven by hygiene concerns, skin health, and affordability, with a growing emphasis on additional benefits. Despite its strong brand equity, product quality, and innovative offerings, Lifebuoy faces challenges in maintaining its market leadership. To address these challenges and revitalize the brand, a comprehensive IMC strategy is proposed. This strategy leverages a multi-channel approach, incorporating advertising, sales promotion, public relations, digital marketing, online marketing, mobile marketing, direct marketing, and event marketing. By effectively implementing this strategy, Lifebuoy can strengthen its brand equity, increase market share, and solidify its position as a leading antibacterial soap brand.
Co-Authors Aurik Gustomo Bianca Hediana Marsha Aulia Hakim Nurillah Jamil Achmawati Novel Satya Aditya Wibowo Sudirman Said