Pengelolaan hak kekayaan intelektual (HKI) di PT. Tropica Nucifera Industry (PT. TNI) sebagai strategi hubungan sosial (social networking) dengan masyarakat

PURNOMO, Antonius Dewanto, Dr. Gede Bayu Suparta, M.Si

2010 | Tesis | S2 Ilmu Farmasi

Penelitian tentang upaya suatu perusahaan dalam pemanfaatan Hak Kekayaan Intelektual (HKI) sebagai strategi hubungan sosial (social networking) dengan masyarakat telah dilakukan. HKI sangat penting karena merupakan aset nirwujud yang menjadi bagian dari proses dan strategi bisnis. Penelitian ini bertujuan memperoleh informasi seberapa jauh pengelolaan HKI di PT. Tropica Nucifera Industry (PT. TNI) dan seberapa jauh pengelolaan HKI itu mempengaruhi timbulnya social networking dengan masyarakat. Penelitian ini bersifat kualitatif menggunakan metode wawancara dan studi dokumentasi. Informan data yang digunakan adalah karyawan PT. TNI beserta masyarakat binaannya. Data dianalisis dengan analisis domain, taksonomi dan kategorial. Berdasarkan hasil penelitian ini, diperoleh pemahaman walaupun PT TNI secara tegas menolak HKI yaitu paten dan paten sederhana, namun sebaliknya PT TNI telah berupaya mengelola aset intelektual dalam perusahaan seperti nampak jelas melalui hak cipta meliputi logo Coco Power, foto Bambang Setiaji, website, brosur dan literatur VCO; merek pada POVCO; desain industri pada desain dan ukuran botol dan peralatan produksi; rahasia dagang pada produksi dan komposisi VCO serta produk kosmetika, dan indikasi geografis pada sosok Bambang Setiaji dan kelapa. Namun, hak intelektual itu tidak didaftarkan ke Dirjen HKI. Akibat hilangnya perlindungan intelektual sesuai sistem HKI, visi dan misi perusahaan terancam karena sustainabilitas usaha potensial terabaikan. Social networking antara PT TNI dengan masyarakat Galur terbentuk pada awalnya melalui proses pemberdayaan masyarakat, faktor ekonomi VCO, faktor ilmu pengetahuan metode pembuatan VCO dan rahasia dagang proses pembuatan VCO. Namun, akibat hilangnya perlindungan paten, banyak mitra dan masyarakat binaan PT TNI sebelumnya kemudian berubah menjadi pesaing bagi usaha PT TNI sehingga mengancam suatainabilitas dan tercapainya visi dan misi perusahaan. Hubungan social networking cenderung menurun, namun sosial networking antara PT TNI yang masih terpelihara adalah berkait dengan faktor kepercayaan yang diakibatkan oleh VCO Galur, indikasi geografis Bambang Setiaji, serta faktor citra yang diakibatkan sosok Bambang Setiaji dan kelapa.

Research on efforts of a company in utilizing of Intellectual Property Rights (IPR) as a social networking strategy to the community has been done. IPR is very important because of its intangible characteristic that can be a part of the process and business strategy. This study aims to obtain information regarding how far the IPR management in PT. TNI and how much the influence of the IPR management influences the social networking to the community. This is a qualitative research based on interview methods and studies documentation. The informans for data collection were employees of the PT.TNI and the coaches of the community. Data were analyzed based on domain, taxonomic and categorical analysis. The results show that inspite of the PT. TNI expressions in rejecting the patent and simple patent concept, PT TNI has been managed the other intellectual assets of the company such as copyright regarding Coco Power logo, Bambang Setiaji’s picture, websites, brochures and VCO literature; POVCO brand; industrial design at the design and size of bottles and production equipment; trade secrets in the production and composition of the VCO and cosmetics products, and geographical indications related to the figure of Bambang Setiaji and the coconut. However, their IPR has not been registered to the Directorate General of Intellectual Property Rights. Due to the loss of intellectual property protection following the IPR system and mechanism, the vision and mission of the company were in danger because the potential business sustainability was deteriorated. Social networking between the PT. TNI and his community partners was originally formed through a process of community empowerment, economic factors of VCO, science factors of VCO manufacturing methods and manufacturing process as well as trade secrets of VCO. However, due to the loss of patent protection, many partners and the community that worked with PT TNI was threatened. This is also detiorated the sustainability and the achievement to the vision and mission. The social networking tends to be decreased but it is still preserved as a trust factor associated with the partners caused by the VCO, Bambang Setiaji geographical indications, as well as factors that caused the image of figure Bambang Setiaji and the coconut.

Kata Kunci : HKI,Social networking,Manajemen HKI,Strategi perusahaan ; IPR, social networking, IPR management, company strategy