ANALYSIS OF ENTREPRENEURIAL CULTURE AT OZ RADIO BANDUNG

• Main Author: Bhirawa Wicaksana (NIM 29105317), Rangga
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6638
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Oz Radio Bandung is one of the leading radio stations in Bandung and Indonesia. Since 36 years of its creation, Oz Radio has consistently grown as youth radio. Nevertheless, Oz Radio now faces a very tight competition whereas many new radios emerged. In order to struggle for its existence, Oz Radio must move faster than its competitor and must understand more its consumers. Radio industry characteristic today requires radio to have innovations and creative ideas more than ever. Therefore, it is needed a corporate culture that can support this matter. The corporate culture that can do so is corporate entrepreneurship known as intrapreneurship (CE). With this approach, it is desirable that Oz Radio can move forward with more flexible, innovated and dynamic. <br /> <br /> <br /> <br /> <br /> This study has objectives to identify intrapreneurial dimension concerning CE which dominates in Oz Radio Bandung, using two instruments designed by Noel Thorberry (2006), Entrepreneur Orientation Survey (EOS) and Entrepreneur Leadership Question (ELQ). Data was collected from 40 respondents which represents all elements present at Oz Radio Bandung. <br /> <br /> <br /> <br /> <br /> For the CE dimension, EOS survey result indicates that the CE practices in Oz Radio Bandung has shown satisfaction result. Nonetheless, this CE must been improved continually especially dimensions that have value under the average. The CE dimensions that have the lowest score in Oz Radio Bandung are individual orientation (score 3.02) and risk aversion (score 3.29). This dimension in general indicates entrepreneur characters that are possessed by Oz Radio employees. While risk aversion dimension in general indicates the level of risk is taken by Oz Radio. The analysis of ELQ survey result shows that there are gap between the level of importance and the actual level done in leader type of general entrepreneur leader (gap 5.60 point), integrator (gap 6.90 point), accelerator (gap 7.20 point), dan explorer (gap 5.65 point). <br /> <br /> <br /> <br /> <br /> This study result is expected to become an evaluation bases in context of intrapreneurship improvement in Oz Radio Bandung, which will give a competitive advantage for Oz Radio in fighting the competition. For start, Oz Radio can send its managers to leadership training/seminars, which later that managers will infect the intrapreneur spirit to the whole company.