Analysis of the aligment between PT Aseli Dagadu Djokdjas culture and its strategy

NURWIDITA, Dyah, Agus Setiawan, Dr., M.Soc.Sc

2009 | Tesis | S2 Magister Manajemen

Sejak kemunculan buku Built to Last (Jim Collins dan Jerry Porras) di tahun 1994, banyak CEO dan top management yang mulai menyadari pentingnya budaya organisasi. Hal ini dikarenakan bahwa budaya organisasi dapat mempengaruhi perkembangan dan suksesnya suatu perusahaan. Berdasarkan hasil penelitian O’Reilly dan Pfeffer (2000) pada 7 perusahaan sukses di Amerika di industri yang berbeda, menunjukkan bahwa sangatlah memungkinkan bagi tiap perusahaan untuk mencapai sukses dengan orang-orang yang “biasa”. Berdasarkan penilitian tersebut, O’Reilly dan Pfeffer menghasilkan value based view of strategy theory. Teori ini mengatakan bahwa hal yang perlu dilakukan perusahaan untuk mencapai sukses hanyalah memiliki nilai-nilai yang mampu mengeluarkan potensi terbaik orang-orang tersebut. Lalu nilainilai inilah yang nantinya akan menjadi dasar pada pembentukan kebijakan, sistem, core capabilities, dan strategi perusahaan. PT. Aseli Dagadu Djokdja adalah salah satu perusahaan lokal yang menarik untuk dikaji, karena Dagadu dikenal memiliki strategi dan budaya yang unik. Terlebih lagi, sukses Dagadu telah banyak diketahui dan diapresiasi. Selain dari posisi yang tetap sebagai leader, sukses Dagadu pun telah diapresiasi oleh berbagai institusi baik lokal maupun internasional. Didasarkan pada value based view of strategy, penulis mencoba untuk melihat resep sukses Dagadu. Pada tesis ini terlihat bahwa resep sukses Dagadu adalah kemampuannya untuk menjaga keselarasan antara budaya, sistem dan kebijakan yang digunakan untuk mengimplementasikan strategi dan nilai perusahaan. Nilai-nilai smart, smile, and djokdja telah membuat Dagadu untuk menjadi leader. Selain itu, sistem perusahaan (mis: rekruitmen, training, dll) telah membantu untuk menekankan nilai-nilai tersebut. Nilai-nilai, kebijakan, dan sistem perusahaan telah mampu untuk menghasilkan core capabilities Dagadu, yaitu creative concepts, creative design, dan creative activities. Berdasarkan core capabilities inilah, Dagadu memilih differentiation sebagai strategi perusahaan, dengan target menjadi yang teralternative, ter-djokdja, dan terdepan.

Since 1994, when Jim Collins and Jerry Porras published Built to Last, many CEOs and top management sense the urge of having organization culture. Organization culture could significantly influence an organization growth and success. Based on the research carried out by O’Reilly and Pfeffer (2000) on the 7 companies in different industries in America, it was found that those companies were able to reach extraordinary result with ordinary people, because they were able to unlock the potential value of their people. Based on this research, O’Reilly and Pfeffer stated a value-based view of strategy. This theory believed that to achieve success, what the company needs to do is having a set of values that are energizing and capable of unlocking the human potential of their people. These values are then used to develop management policies, practices, core capabilities, and company strategy. To see how the theory is being applied, the researcher chose PT. Aseli Dagadu Djokdja as the research object. The company is known for its unique culture and strategy. Moreover, its success has been widely known and appreciated. Other than its continous ability to be in the leading position, the company has also received several awards from local and international institutions. Based on the value-based view of strategy theory, the researcher tried to see the success recipe(s) of Dagadu. This thesis shown that the recipe of Dagadu success lies in the alignment between the culture, what it stands for, and the systems and practices it uses to implement its strategy and values. The smart, smile, and djokdja values has been able to make the company to stay as a leader. Moreover, the systems (e.g. recruiting, training, team-based work) have helped to reinforce the company’s values. The company culture, policies, and system have created Dagadu core capabilities, which are creative concepts, creative design, and creative activities. Based on these core capabilities, Dagadu chose differentiation as its strategy with the most alternative, the most djokdja, and the pioner as the target.

Kata Kunci : Culture,Strategy,Aligment,Dagadu,Culture,strategy,alignment,Dagadu