STRATEGI KORPORAT “MERAIH KONSUMEN DENGAN BUDAYA” (Studi Kasus: Batik “Nakula Sadewa”)

Johana Fitriani,

2008 | Tesis |

This research was intended to understand how Nakula Sadewa Batik company’s develop corporate strategy. It tried to understand how Javanese culture could be used in strategy in enhancing the organization performance. Case study was used in this research. Four research subjects were participated, they were: the leader of the company, two staffs, and a person or institution which had been worked together with the company. Subjects were chosen based on the assumption that they understand in developing the corporate strategy in attracting customers using Javanese culture applied by the company. Expert review and members check were used to validate the results of this research. The findings three themes in translating Javanese culture as corporate strategy. The Javanese culture is translated in term of symbols, ways of thinking and acting in marketing concepts, and also as a leardeship concept named ”asah asih asuh” which is employed by the leader in guiding the staffs in communicating and interacting with customers. Keywords: strategy, culture, customers

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