CAKRA DONYA CONSORTIUM: A STUDY OF COLLABORATIVE BUSINESS MODEL FOR SUSTAINABLE PRODUCT BUSINESS

• Main Author: Gidry Abdurrazak, Muhamad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67914
• Institution: Institut Teknologi Bandung

Bell Society as a bio-material start-up from Indonesia has an initiative to create a collaboration platform for all brands interested in Misel, a novel bio-material made from coffee cherry fermentation. The platform itself would be established in the form of consortium named Cakra Donya. Such collaboration framework is relatively new for the brands involved and need the appropriate business model to make this consortium run sustainably. Therefore, this final project would propose a business model for the newly established consortium based on the key aspects of the consortium establishment and the aspiration of its members. The proposed business model determination would come from a qualitative research framework. The qualitative research would be conducted in three steps: (1) Qualitative In-depth Interview (2) Descriptive Coding (Deductive-Inductive Blended Approach), and (3) Business Model Components Determination and Proposed Model Formulation. The in-depth interview would be conducted to representative of members of Cakra Donya Consortium, and the results would be encoded using pre-determined deductive coding frame and inductive coding approach. The encoded qualitative data sets would later be used for the business model components determination, which then could be rearranged into becoming the proposed consortium model using IPO (Input-Process-Output) framework. The proposed business model suggests that Cakra Donya Consortium should have two main activities: (1) Collaborative Sustainable Product Research and Development (R&D), and (2) Collaborative Marketing. Such activities would be conducted inside consortium on a strategic manner matching the resources shared by members. The shared resources committed by members are both tangible (Flexible Budgeting-based Financial Resource Sharing, Company Representative) and intangible (Digital Content for Social Media Campaign, Marketing Knowledge, Business Relations, Technical Knowledge). Moreover, this consortium is proposed to have flat organization structure with no limited membership term and freedom for members to contribute for its program formulation, but standing on legally-binding agreement. These all are aimed to fulfill the expected outcomes, which is co-products innovation acceleration and developing sustainability-oriented brand knowledge for the consortium and the involved firms on wider consumer base. These outcomes are in-line with the proposed vision statement, which is to become a “platform for enterprises to collaboratively innovate and promote eco-friendly& sustainable products”. To ensure that this consortium keeps heading towards its vision, routine evaluation and continuous improvement is recommended to be conducted. Furthermore, Cakra Donya Consortium as a collaboration platform would hopefully brought positive impacts for each member’s capabilities in sustainable products marketing and R&D.