Professional Documents
Culture Documents
14 Digital Business 2022
14 Digital Business 2022
14 Digital Business 2022
14
Teguh Budiarto
MANAGEMENT
• Jones, G.R. & George, J.M., 2020, Contemporary Management, McGraw Hill, New York, 11thed. (JG)
• Ferrell, O.C., Geoffrey Hirt & Linda Ferrell, 2020, Business Foundations: a changing World, McGraw Hill Irwin, 12thed. (FHF)
MANAGEment Ways
Defining
Goals
1 Planning
2 Organizing
Coordinating
Choosing Setting Communicating
Strategy Structure Motivating
Leading
Setting 3
Information
Evaluating
Performance
Controll
Mechanism Controlling
System
Teguh Budiarto
1 Global
1.
Business
International Business
2. Global Business
3. GloCal Business
InterNational Business
International Business
is business whose activities involve
crossing national borders.
Jo
nti
Local
Ve
nt
Market
ur
e
B
Foreign
Business
A branch
t m e nt
I n ve s
International n Di rect
Business Foreig
A
Nation A Nation B
Home Country Destination Country
International Business
Types
1. Multi National Business
2. Global Business
3. GloCal Business
1. Multi National Company
Multi National Company (MNC), or
Multinational enterprise (MNE)
is an international firm doing business
in more than one countries differently.
Multi National
Nation B
Corporation Nation C
Foreign
Market Foreign
Market
Nation A
Nation D
HQ
MNC Foreign
Market
Global Business
Global Company
Global Company or Global Business
is an organization that attempts to:
•Have a worldwide operation
•Standardize operation worldwide in one or
more of the functional areas
•Integrate its operations worldwide
Global Nation B
Business Nation C
Foreign
Market
Foreign
Market
Global
Market
Nation A
Nation D
HQ
GC
Foreign
Market
Global Concept
Global concept is a system thinking that
seeing kinds of object without any view
differences.
Global Paradox
• Global Problems
• Anti Global Movements
• Adaptation & Local
Forces
Global Problems
• Cross Cultural
• Global Warming
• Economy Gap
• Global Conflicts
Anti-Global Movements
• Boycott
• Adaptation
Global Criticisms
Lack of evidence
•There has been an absolute decrease in the percentage of people in
developing countries living below $1 per day in east Asia, Sub Saharan
Africa
•The world income per head has increased by more over period 2002–2007
than during any other period on the record.
•The increase in universal suffrage, from no nations in 1900 to 62.5% of
all nations in 2000.
•There are similar trends for electric power, cars, radios, and telephones
per capita as well as the percentage of the population with access to clean
water.
Global Criticisms
Localization Forces
1. Worldwide operations
2. Global Technology basis
3. Responsive to local markets
GloCal Nation B
Business Nation C
Foreign
Market
Foreign
Global Market
Local Culture Market
Local Culture
Nation A
Nation D
HQ Local
GC Culture Foreign
Market
Is Coca-Cola a global product?
GloCal Product
Local Culture Forces
Four Basic International Business
HIGH
Global Glocal
Business Business
cost pressures
Int’l Multi
BUSINESS With
Domestic
National
Orientation Business
LOW
Geocentric Multinational
Regiocentric Business
Polycentric
Ethnocentric
Export Business
National Business International
Pre Int’l Business
Domestic Business
Business
Digital Business
1. Digital Marketing
2. Digital Operations
3. Digital Finance
Industrial Revolution 4.0
humanity efficiency
Digital Business Model
• The added value generated would not be possible
without the use of digital technologies.
• The business model is characterized by digital business
innovation.
• Customer acquisition and distribution are based on
digital channels.
• Customers are willing to pay for the digital service or
the service.
Types of Digital Business Model
Freemium model, Customers receive parts of the digital service (e.g.
limited functions of software) free of charge. This serves to manage the
onboarding process with as little sales effort as possible. The Freemium
model follows the principle of competence standardization
Marketplace model, Digital business models that follow this model
derive their added value from the fact that a large number of
independent players are active on the marketplace and regular
transactions take place. The marketplace model can work alone or
represent the extension of an existing offer of a company.
Using instead of buying, This digital business model enables
another form of use of an asset (e.g. software, automobile or machine).
It is no longer the possession, but the consumption or use of an asset
that is monetarized. Digital technologies make it possible to measure
consumption or usage.
Digital
Marketing
Digital Marketing
Digital marketing is the component
of marketing that utilizes internet and online based
digital technologies such as desktop
computers, mobile phones and other digital
media and platforms to promote products and
services
Digital Marketing
Marketers need to do is integrate more data from
more devices, and will learn all they need to know.
Big data can tell what customers have done in the
past and, hence, offer predictions of what they
might do in the future.
1) creating the integrated consumer view;
2) explaining patterns; and
3) looking toward the future.
Digital Marketing
Digital marketing campaigns have become prevalent,
employing combinations of Search Engine
Optimization (SEO), Search Engine
Marketing (SEM), Sontent marketing, Influencer
marketing, Content automation, Campaign
marketing, Data-driven marketing, e-
Commerce marketing, Social media marketing, Social
media optimization, e-mail Direct marketing, Display
advertising, e–Books, and Optical disks and games.
Digital Marketing
Digital marketing extends to non-Internet channels
that provide digital media, such as television,
mobile phones (SMS and MMS), callback, and on-
hold mobile ring tones.
The extension to non-Internet channels
differentiates digital marketing from online
marketing.
The Explosion of Data
Big Data
The Explosion of Data
Big data as digitized information and
analytical technologies which have not
been incorporated into standard
commercial business intelligence
platforms and enterprise software
system.
Big Data
is data that contains greater variety, arriving
in increasing volumes and with more
velocity. How data is being generated and
made relevant to increase business value
through profitable use of data.
Teguh Budiarto 52
DigiMarketing
Social Media
Social Networking Service
Digital Marketing abilities
1. Addressability: The ability for a business to identify consumers before
they make a purchase
2. Interactivity: Allows customers to express their needs and wants
directly to the firm in response to its communications
3. Accessibility: Allows consumers to find information about competing
products, prices, and reviews and to become more informed about a
firm and the relative value of its products
4. Connectivity: Keeps customers and businesses connected with each
other
5. Control: Consumers’ ability to regulate the information they receive
via the Internet
Digital Media in Business Advantages
• Fast communication
• More interactive
• Comparison shopping easier
• Easier to conduct marketing research and
advertise
Digital Media and the Marketing Mix
Digital media let marketers and
consumers share information
•Websites
•Online social media sites
•Email
•Listserves
Ways Users Spend Time on the Internet
Rank Sector Global Reach
1 Search 85.9%
5 Email 65.1%
Source: Nielson Reports, “Global Faces and Networked Places,” March 2009, p. 3
http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf.
Product Considerations
Digital media connectivity creates
opportunities to add services and benefits
to products
•Some products only available digitally
•Internet can make it easier to learn about and
anticipate consumer needs
•Competition makes quality and service offerings
more important than ever
Distribution Considerations
The Internet is a new distribution
channel
•Processing orders electronically can reduce
inefficiencies, cost and redundancies
• Can also increase speed
• Shipping times and costs are important to
customers
13-12
Type of e-Commerce
• B2B
• B2C
• C2B
• C2C
• B2A or B2G
• C2A or C2G
• B2O
• C2O
13-12
Promotion Considerations
Promotion is one of the best applications for
digital media
•Consumer consumption patterns are changing
• The products they want to buy
• The way they get information
•Marketers must react and give consumers what
they want
13-13
Price Considerations
• The most flexible element of the marketing
mix
• Digital media can enhance a product’s value
by providing service, information, and
convenience
•Discounts and sales can be quickly
communicated
•Deals websites allow consumers to compare
prices of products
13-15
Online Social Networks
• A web-based meeting place for friends, family, co-
workers and peers that lets users create a profile
and connect with others for a variety of purposes
• Build relationships with customers
• Provide product information
• Learn about customer needs
• Contact new target markets
• Starbucks, Dell, eBay and Google all excel at using
social media for marketing
13-17
Digital Media
• Digital media is a great learning tool Market research
• Gathering data on consumers
• Asking consumers about preferences
• Crowdsourcing involves using communities if
interested consumers to gather input and feedback
for marketing purposes
• Can help small businesses on limited budgets
compete with large businesses
13-33
Social Media
Social media is a computer-based
technology that facilitates the
sharing of ideas, thoughts, and
information through the building
of virtual networks and
communities. By design, social Social
media is Internet-based and Media
gives users quick electronic
communication of content.
Content includes personal
information, documents, videos,
and photos.
e-Commerce
is a business model that
lets firms and individuals
buy and sell things over
the internet. E-commerce
operates in all four of the Social
following major market Media
segments:
• Business to business
• Business to consumer
• Consumer to consumer
• Consumer to business
e-Commerce
e-Commerce 2021
Sumber:www.grahanurdian.com
Digital Media Change Marketing
Digital media make more efficient and productive
• Transition to digital media can be challenging
• Correct blend of traditional and digital media in
marketing mix takes time and consideration
• Future marketing opportunities will require a
knowledge of digital media and how to use them
Types of Consumer-Generated
Marketing and Digital Media
Factors increasing consumer-generated
information:
1.Increased tendency for consumers to publish their
thoughts, opinions and reviews of products via blogs
and other digital media
2.Consumers tend to trust other consumers over
corporations
13-18
Mobile Marketing
Consumers increasingly do their business and
shopping from mobile devices and smartphones
• Marketers can use digital media to their
advantage
• Requires adapting to new technologies
and consumption patterns
13-30
Legal Issues in Internet Marketing:
Privacy
• Shopping on the Internet allows companies to better
track consumers
• Cookies are often used for tracking
• Laws and regulations cannot keep up with the rapidly-
changing Internet
• Federal Trade Commission considering creating legislation
that limits information companies can gather online
• The Better Business Bureau and other organizations
can help organizations develop privacy policies 13-34
Legal Issues in Internet Marketing:
Identity Theft
• Occurs when criminals obtain personal
information that allows them to impersonate
someone else in order to access financial
accounts and make purchases
• Security breaches are serious threat to
organizations and individuals
• Phishing is using a familiar website to deceive
people into divulging private information
13-35
Main Sources of Identity Theft
Source: “Consumer Sentinel Network Databook, 2009,” The Federal Trade Commission, February 3, 2010, p. 3,
http://www.ftc.gov/sentinel/reports/sentinel-annual-reports/sentinel-cy2009.pdf (accessed May 12, 2010).
13-36
Legal Issues in Internet Marketing:
Online Fraud
• Includes any attempt to conduct fraudulent
activities online
• Cybercriminals are increasingly using online social
networking sites and other digital media to commit
fraud
• They sometimes use social networking sites to
pose as charities and collect donations
• Always be careful what information you give out
when online; and used trusted sites whenever
possible
13-37
Legal Issues in Internet Marketing:
Intellectual Property
• Intellectual property can include songs, movies,
books, electronics, software, etc.
• It is generally protected by patents and
copyrights, but these can be difficult to enforce
globally
• Piracy and illegal sharing costs global industries
billions annually
• 90% of illegal software copying is done by
businesses
FHF
13-38
Digital
Operations
Digital Operations
Is the process center of digital transformation,
providing the systems and other resources. It
corporates mechanisms for sensing and responding,
while potentially supporting dynamic learning and
optimization.
Digi Operations is digitizing and integrating processes
vertically across the entire organization, from product
development and purchasing, through to
manufacturing, logistic and service.
Digital Operations ways
1. Removing the kinds of operating model
inefficiencies
2. Using intelligent process automation (IPA)
to empower the workforce,
3. Refocusing scarce resources to grow at
scale and speed.
https://www.cognizant.com/us/en/glossary/digital-operations
Intelligent Process Automation
(IPA)
is an application of Artificial Intellegence and
collection of technologies that come together to
manage, automate and integrate digital processes,
including Computer Vision, Cognitive automation
and Machine Learning to Robotic Process
Automation.
https://www.uipath.com/rpa/robotic-process-automation
Robotic Process Automation
RPA is used for automating the current workflows with the help
of robots to reduce human intervention at every point. It provides
automation for time consuming and repetitive manual activities
and helps in offering high degree of accuracy and predictability
https://academy.shrimpy.io/post/the-best-smart-contract-platforms
Blockchain Process Steps
Crypto-asset
as private digital assets that use cryptography and are
designed to work as a medium of exchange.
A crypto asset (cryptocurrency) is part of digital currencies
(all electronic money). Examples of crypto assets
(cryptocurrencies) are bitcoin and ethereum.
https://request.network/en/academy/what-is-a-crypto-asset/
Bitcoin
Bitcoin is a cryptocurrency, or unregulated digital currency,
created and held electronically. No one controls the currency
or sees it — it is decentralized, so no person, institution or
bank holds it. Bitcoin was first introduced in 2008, when
“Satoshi Nakamoto”
Bitcoin can be used to buy things. In that sense, it is like
conventional dollars, euros or yen, which are also traded
digitally.
Bitcoin’s most important characteristic, however, and what
differentiates it from conventional money, is it is decentralized.
Bitcoin is controlled by a transactional ledger that is based on
the functional operating system called blockchain technology.
AI and Machine Learning
Banks and credit card companies are using AI and
machine learning to detect fraudulent activity.
Using complex algorithms, the AI program can
detect suspicious activity and take action within
seconds. These technologies help protect mobile
banking, login credentials, and other sensitive
data or information.
Big Data
Big data in finance refers to the petabytes of structured
and unstructured data that can be used to anticipate
customer behaviors and create strategies for banks and
financial institutions.
There are many different data-driven analysis methods
that can be performed on these datasets in order to
optimize business growth, e.g. real-time analytics,
customer analytics, and predictive analytics.
Big Data
• Variety is the different data types processed. Banks have to
deal with huge numbers of various types of data day in and
day out. From transaction details to credit scores and risk
assessment reports, the banks have troves of customer data.
• Volume is the space that the data will take to store. Giant
financial institutions like the JPMorgan Chase., China
Construction Bank Corporation, and BNP Paribas, etc.
generate terabytes of data daily.
• Velocity is the speed of adding new data to the database.
With the volumes that the banks of today work on, handling
1000+tranactions is not a hypothetical figure
Automation
Automation is a term for technology applications
where human input is minimized.
This includes business process automation (BPA), IT
automation, personal applications such as home
automation and more.
•Basic Automation
•Process Automation
•Integration Automation
•AI Automation
Non Fungible Tokens (NFT)
NFTs are tokens that we can use to
represent ownership of unique items.
They let us tokenise things like art,
collectibles, even real estate.