A PROPOSED STRATEGY TO TRANSFER KNOWLEDGE FOR EXISTING CLIENTS IN A STOCK TRADING ADVISORY START UP

• Main Author: Winarno, Dwi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46886
• Institution: Institut Teknologi Bandung

Ortonlead is an investment advisory business which acts as trading advisors. The company developed a system that aims to provide measurable and sustainable investment returns. In practice, there is a knowledge difference between the company and the perception of some clients regarding the investment process. This difference causes the advisory process and the client's investment objectives do not run as expected. The research aims to find out how deep the clients’ knowledge about investing in the capital market, what the difference between client's knowledge and the process to achieve optimal results in the capital market is, and how to bridge between client and company knowledge so that the investment process runs optimally. The research approach uses the interview method to find out how the clients see investment in the capital market. Interviews were carried out to 11 corporate clients to get information on the returns such as what they wanted, what process they wanted to go through, and what risk profile they had. Research shows that in general there are three characteristics of the client in the company. Each characteristic has a different view of the returns they want, the process they go through, and the risks they want. In each category, different treatments are applied so that the knowledge bridging process is on point. Companies need to create different knowledge transfer strategies in each category of investors. After the problem is identified and the solution strategy is proposed, company can implement the knowledge transfer program strategy as a part of the business process.