Manajemen Perubahan dalam Transformasi Strategi Digital Marketing Scarlett Whitening
DOI:
https://doi.org/10.53697/emba.v5i2.3714Keywords:
Dynamic Capabilities, Change Readiness, Organizational agility, Transformasi Digital, Community-Driven Marketing.Abstract
Transformasi digital dalam industri kecantikan menuntut organisasi untuk memiliki kemampuan adaptif dalam merespons perubahan perilaku konsumen dan dinamika persaingan pasar. Penelitian ini bertujuan untuk menganalisis peran Dynamic Capabilities, Change Readiness, dan Organizational agility dalam mendukung transformasi strategi digital marketing Scarlett Whitening. Metode penelitian menggunakan pendekatan deskriptif kualitatif melalui studi pustaka dan observasi digital pada aktivitas pemasaran Scarlett di berbagai platform media sosial. Hasil penelitian menunjukkan bahwa Scarlett menerapkan Dynamic Capabilities melalui proses sense–seize–transform, yang terlihat dari peralihan strategi pemasaran berbasis selebritas menjadi pendekatan berbasis komunitas dan personalisasi data. Tingkat kesiapan perubahan organisasi (Change Readiness) mendukung penerimaan strategi baru melalui kesadaran perubahan, pembekalan kompetensi, dan dukungan pimpinan. Selain itu, Organizational agility mempercepat adaptasi strategi melalui respons cepat terhadap tren digital, kolaborasi lintas divisi, dan pengambilan keputusan berbasis data. Dengan demikian, keberhasilan transformasi digital Scarlett merupakan hasil integrasi kapabilitas adaptif, kesiapan internal, dan kelincahan organisasi dalam merespons perubahan pasar.
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