STUDY ON CORPORATE ENTREPRENEURSHIP CASE STUDY: PT. FONTERRA BRANDS INDONESIA

• Main Author: KAPOTA NOVRIYADI (NIM : 29106033) ; Pembimbing : Leo Aldianto, MSAE, MBA, HARY
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/18612
• Institution: Institut Teknologi Bandung

PT. Fonterra Brands Indonesia as one of the companies that focus on milk industry developed the business since a few years ago in Indonesia. The biggest business contribution came from Anlene, therefore dependency PT. Fonterra Brands Indonesia to Anlene was quite big. Adult milk category was decreasing in the last two years. Anlene as the market leader in adult category with 60% market share was really crucial to develop this category. In this situation, key competitor developed innovation product and launched new variant that never developed by Anlene before.This final project was expected can provide management with the perspective of corporate entrepreneurship current level as a starting point to lead and improve implementation of corporate entrepreneurship in the company. Corporate Entrepreneurship Assessment Instrument (CEAI) was used to measure level of corporate entrepreneurship practice. CEAI defines that corporate entrepreneurship was influenced by five factors such as management support, work discretion, reward and reinforcement, time availability, and organization boundary.Organization boundary was the key factor that should be solved as soon as possible because this factor was the biggest factor that employees felt will be a barrier to the implementation of corporate entrepreneurship. One of the solutions was by establishing innovation steering committee. All employees have a change to share their ideas to this team to execute new ideas to improve company’s performance. This team also as the evidence of management support to corporate entrepreneurship because consists of senior managers from several departments.Creative employees will create innovative new ideas if they have appropriate knowledge and skill. The company have to improve knowledge and skill of all employees continuously by implementing knowledge management.So many companies failed in executing change initiatives. Therefore to start the implementation of corporate entrepreneurship should be implemented through structured approach by implementing change management process to make sure the success result achieved and to create new corporate culture.