Research Article
Dual Transformation in Print Media Case Study of Adiluhung Magazine
@INPROCEEDINGS{10.4108/eai.1-10-2020.2305522, author={Faustina Easter Koesvardani and Johny Natu Prihanto and Kristianus Ade Sudiyono}, title={Dual Transformation in Print Media Case Study of Adiluhung Magazine}, proceedings={Proceedings of the First International Conference of Economics, Business \& Entrepreneurship, ICEBE 2020, 1st October 2020, Tangerang, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2021}, month={4}, keywords={dual transformation digital transformation digital maturity model digital marketing generation y and z}, doi={10.4108/eai.1-10-2020.2305522} }- Faustina Easter Koesvardani
Johny Natu Prihanto
Kristianus Ade Sudiyono
Year: 2021
Dual Transformation in Print Media Case Study of Adiluhung Magazine
ICEBE
EAI
DOI: 10.4108/eai.1-10-2020.2305522
Abstract
This research helps Adiluhung Magazine to do dual transformation strategy so they can compete in this industry and reached the new segmentation. The problem of uneven distribution of the magazines, resulting in a decrease in the number of advertisers, which influences the revenue streams. Another problem is they have unreached segmentation of customers, which is generation Y and Z. There is no other research that discusses dual transformation based on the Digital Maturity Model (DMM) applied to the project. This research using a questionnaire based on DMM’s to get feedback from customers and employees to measure the company's current stage. Then using focus group discussions and interviews with top management and customer for validation, to know the current stage and determine the future stage, that can find the gap and can be filled with initiative to achieve the future state
