Dr. drh. Diena Dwidienawati Tjiptadi, MM

She completed undergraduate program in Veterinary Medicine Bogor Institute of Agriculture, Bogor, Indonesia. She pursued her master degree in Magister Management Program at BINUS Business School, Bina Nusantara University, Jakarta, Indonesia. She completed Doctor of Management at Doctor of Research in Management at BINUS Business School, Bina Nusantara University, Jakarta, Indonesia. She has more than 20 years’ experiences in industry in sales, marketing and general management. Currently she is a faculty member in Bina Nusantara University. She lectures in management topic (Digital Business Strategy, Strategic Management, Human Resources Management, Business Simulation, Microeconomics, Business Economics) in BINUS Business School Undergraduate Program. She is also a facilitator in corporate training in Strategic Management, Marketing and Human Capital. She has published more than 20 Scopus publications and 20 book chapters. Interest in research and areas of expertise are in digital business, business development, leadership, strategic management and marketing management.

Case Document

Strategy and Competitiveness Year 2024

[CASE STUDY] CAN DO GOOD AND BUSINESS RUN HAND IN HAND? A CASE PATAGONIA OWNERSHIP TRANSFERRED

Fifty years ago, when Yvon Chouinard have decided to pursue his own business, never once cross in his mind that he would become billionaire, neither he wished to become one. His idea was simply produced outdoor clothing and gear for his mountain climbing friends and himself. For that he established Patagonia. In Spring 2022, Yvon Chouinard delivered a very unique and surprising news. The founder of Patagonia decided to transfer the Not-for-Profit Organization. Yvon Chouinard donated his 3 billion US dollar company to the Holdfast Collective and the Patagonia Purpose Trust. It is done to ensure that the company will continue to effectively be committing his business to protect Earth. Why Patagonia pursue this move? Is it effective for the sustainability of the business to be running by the not-for-profit organization?

Strategy and Competitiveness Year 2023

[CASE STUDY] Baba Rafi - Dari Lantai Trotoar ke Lantai Bursa (From Sidewalk to Trading Floor): The Successful Story of SMEs

In 2022, PT Sari Kreasi Boga (SKB) Food (their main brand is Turkey Kebab Baba Rafi) listed its shares on the Indonesia Stock Exchange. SKB Food is a new color for the Indonesian capital market industry. SKB Food is an MSME that can transform into a corporation so that it can conduct an IPO. Success does not come in the blink of an eye. Nilamsari experiences 19 years of ups and downs personally and professionally. But with her grit, the business flourished. also,ting the business with a simple burger cart on the sidewalk, with her perseverance and innovation, Baba Rafi expanded internationally not only Southeast Asia, but also to South Asia and Europe. With franschising and horizontal integration, SKB growth extensively. SKB also embraced collaboration in their business strategy. With IPO, however, the challenge is the next expansion. Should they stay in the same industry with vertical and integral expansion, or should they diversify?

Year 2021

[CASE STUDY] GREEN IS IN THE EYES OF BEHOLDER - A CASE OF SC JOHNSON GREENWASHING IN US

In 2001 SC Johnson launched The Greenlist™ program. The GreenlistTM is company program to evaluate and assess the ingredients of SC Johnson product. The program has goal to continually improve products by choosing ingredients that better protect human health and the environment. However, SC Johnson using its own assessment process to claim the safety of the product and the social and environment protection and put their patented logo based on their own company assessment. For that SC Johson faces several law suits which some have been settled out of court. The questions are Is Company owned assessment a fair method to make any safety and environment claim?; From ethical point of view, is such practice acceptable from the view of accountability, tranparancy and fairness?; Is SC Johnson doing Greenwashing marketing?