Perumusan Strategi Brand Positioning Berbasis Service-Dominant Logic Pada Perusahaan Ship Management Pasca Spin-Off

Dewangga, Dimas Valditya (2026) Perumusan Strategi Brand Positioning Berbasis Service-Dominant Logic Pada Perusahaan Ship Management Pasca Spin-Off. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Proses spin-off pada perusahaan tidak hanya menghadirkan perubahan struktural, tetapi juga menuntut pembentukan identitas strategis yang mampu membangun kepercayaan pasar secara mandiri. Dalam konteks industri maritim yang bersifat B2B dan berorientasi pada keandalan layanan, perumusan strategi brand positioning pasca spin-off tidak dapat dilepaskan dari kapabilitas internal perusahaan dan proses penciptaan nilai yang terjadi dalam interaksi layanan. Penelitian ini bertujuan untuk merumuskan strategi brand positioning berbasis Service-Dominant Logic (SDL) pada perusahaan ship management pasca spin-off melalui pendekatan studi kasus eksplanatoris. Penelitian ini menggunakan metode kualitatif dengan desain studi kasus tunggal sebagaimana dirumuskan oleh Yin (2018). Pengumpulan data dilakukan melalui wawancara mendalam dengan informan kunci yang memiliki keterlibatan langsung dalam pengambilan keputusan strategis. Analisis data dilakukan menggunakan teknik pattern matching dengan membandingkan pola empiris temuan lapangan terhadap pola prediksi (predicted pattern) yang diturunkan dari theoretical propositions. Penelitian ini diarahkan untuk mengidentifikasi dan menjelaskan bagaimana strategi brand positioning pasca spin-off dapat dirumuskan secara kredibel melalui keselarasan antara kapabilitas operasional dan mekanisme penciptaan nilai dalam konteks perusahaan ship management. Penelitian ini diharapkan menghasilkan kerangka arketipe konseptual strategi brand positioning berbasis SDL sebagai hasil analisis yang menjelaskan logika dan mekanisme pembentukan positioning dalam konteks perusahaan ship management pasca spin-off. Kerangka ini tidak diposisikan sebagai rujukan normatif, melainkan sebagai hasil analitik yang menjadi dasar bagi pengembangan implikasi manajerial dan pengambilan keputusan strategis.
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The spin-off process in a company not only brings about structural changes but also necessitates the formation of a strategic identity capable of independently building market trust. In the context of the B2B maritime industry, which is strongly oriented toward service reliability, the formulation of a post-spin-off brand positioning strategy cannot be separated from the firm’s internal capabilities and the value creation processes that occur through service interactions. This study aims to formulate a Service-Dominant Logic (SDL)-based brand positioning strategy for a post-spin-off ship management company through an explanatory case study approach. This research adopts a qualitative method with a single-case study design as articulated by Yin (2018). Data collection is conducted through in-depth interviews with key informants who are directly involved in strategic decision-making processes. Data analysis employs the pattern matching technique by comparing empirically observed patterns derived from field findings with predicted patterns developed from theoretical propositions. This study seeks to identify and explain how a post-spin-off brand positioning strategy can be formulated credibly through the alignment of operational capabilities and value creation mechanisms within the context of a ship management company. The study is expected to produce a conceptual archetype framework of an SDL-based brand positioning strategy as an analytical outcome that explains the logic and mechanisms underlying positioning formation in the context of a post-spin-off ship management company. This framework is not positioned as a normative prescription but rather as an analytical outcome that serves as a foundation for the development of managerial implications and strategic decision-making.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Brand positioning, service-dominant logic, ship management, spin-off, studi kasus,case study.
Subjects:	V Naval Science > V Naval Science (General) V Naval Science > VM Naval architecture. Shipbuilding. Marine engineering
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Dimas Valditya Dewangga
Date Deposited:	25 Jun 2026 06:51
Last Modified:	25 Jun 2026 06:51
URI:	http://repository.its.ac.id/id/eprint/134064

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