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All Journal Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika (MANEKIN)
Mukti Ardiansyah, Wahyu
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Humanities Computer Science & IT Economics, Econometrics & Finance Energy Law, Crime, Criminology & Criminal Justice

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Budaya Lokal Dalam Pemasaran Global Menghadapi Tantangan: Studi Kasus Perusahaan Multinasional Di Asia Tenggara Ardiansyah, Feri; Mukti Ardiansyah, Wahyu; Zein Saleh, Mohamad
Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika Vol 3 No 3 : Maret (2025): Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan da
Publisher : Shofanah Media Berkah

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Abstract

Globalization has driven multinational companies to enter Southeast Asian markets, which are known for their diverse cultures, languages, and local values. This study uses a case study approach from companies such as Unilever, McDonald's, and Samsung to examine the cultural challenges that multinational companies face in implementing global marketing strategies in the region. The results show that the success of marketing strategies depends largely on a company's ability to adapt products and communications to local cultural preferences and norms. Key challenges include global corporate culture and local values, cultural misunderstandings of communications, and consumer resistance to single brands. A “glocal” strategy, which combines global strengths with local coordination, has proven to be the most effective approach. This study emphasizes the importance of understanding local culture as a key factor in developing a successful marketing strategy in Southeast Asia.
Peran Budaya Perusahaan Dalam Meningkatkan Inovasi Dan Kreativitas Karyawan Ardiansyah, Feri; Mukti Ardiansyah, Wahyu; Zein Saleh, Mohamad
Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan dan Informatika Vol 3 No 3 : Maret (2025): Jurnal Manajemen, Ekonomi, Hukum, Kewirausahaan, Kesehatan, Pendidikan da
Publisher : Shofanah Media Berkah

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Abstract

In the era of globalization and increasingly fierce business competition, innovation and creativity have become critical factors for the sustainability and growth of organizations. This study aims to analyze the impact of corporate culture on the level of innovation and creativity within organizations. Using a qualitative descriptive approach with secondary data analysis, this research focuses on literature from books, journals, and other publications related to innovation culture. The findings reveal that corporate culture plays a crucial role in enhancing employee innovation and creativity. A corporate culture that supports collaboration, openness, recognition of new ideas, and flexibility significantly influences employees' ability to innovate and think creatively. However, the implementation of an innovative culture faces challenges such as resistance to change, lack of resources, and entrenched organizational norms. This study provides practical implications for management, suggesting the creation of a collaborative work environment, implementation of reward systems, open communication, and flexibility in work processes to foster innovation and creativity. Further research is recommended to explore how specific elements of corporate culture can be optimized, particularly in the context of Indonesia.
Co-Authors Ardiansyah, Feri Zein Saleh, Mohamad