PROPOSED BUSINESS STRATEGY, AN INTEGRATED INTELLECTUAL PROPERTY STRATEGY AND CIRCULAR ECONOMY MODEL FOR MYCOTECH PTE. LTD.

• Main Author: Bakar Nazibulloh, Abu
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79203
• Institution: Institut Teknologi Bandung

This final project presents an in-depth exploration of the business issues faced by MYCL, a company operating in the mycelium leather industry. The primary issue revolves around their competitiveness and the integration of the company's Intellectual Property (IP) protection strategy with a circular economy model. The research design employed for this study involved the collection of primary data through semi-structured interviews, and secondary data from company reports, industry publications, and relevant academic studies. The data was analyzed using both quantitative and qualitative methodologies to provide a comprehensive understanding of the company's business practices. The first chapter provides an overview of the industry, competition landscape, and a preliminary analysis of MYCL's business. The second chapter delves into the business issues faced by MYCL, including its external environment, internal resources, IP protection strategy and the implementation of a circular economy model, capabilities, core competencies, and value chain analysis. This chapter draws upon a comprehensive review of existing literature and theoretical frameworks related to the Resource-Based View, IP Strategy, Circular Economy Model, and the Intersection of IP and Circular Economy. The research process involved a multi-step case study data collection process, including interviews with personnel at MYCL, to understand the impact of MYCL's operations on various aspects, including economic, environmental, and social factors. The insights gained from these interviews provided a deeper understanding of MYCL's performance and its impact on stakeholders. The research also highlighted the need for improved communication and education around MYCL's IP and its strategy, especially given the considerable variation in familiarity levels. The third chapter presents alternatives solutions to address the identified business issues. These solutions aim to resolve their competitiveness, and the tensions between IP protection and the circular economy, delivering alternative business solutions for MYCL's growth and success in the leather market. The final chapter outlines a strategic plan to implement the solutions proposed in Chapter III. This includes recommendations for strategic actions, risk considerations, timelines, and performance indicators, providing a practical roadmap for MYCL to navigate its business challenges and achieve its sustainability and growth objectives.