Modeling Concept: Performance of Business Unit Management at PT Perkebunan Nusantara II Medan-North Sumatra

This modeling concept intends to satisfy the theoretical requirements in addressing the issue of Business Unit Management Performance at PT Perkebunan Nusantara II Medan-North Sumatra. The theory applied in this study is a resource-based perspective that emphasizes strategic resources to study excellence in corporate rivalry. This idea is also helpful for PT Perkebunan Nusantara II in Medan, North Sumatra, which operates as one of the State-Owned Enterprises and processes the products of plantations. Due to market orientation, which refers to the company's decision-making process based on current market conditions that has not been successfully implemented, the complexity that impacts the performance of the plantation business unit is currently also limited. Businesses must employ information technology as a whole to implement business unit management effectively. This is due to the vital role that innovation in agricultural technology, particularly in North Sumatra, plays in raising output. A contribution to the growth of marketing knowledge is the significance of market orientation, corporate innovation, competitive advantage, digital transformation, and business unit performance. In the future, businesses inside and outside the plantation industry can employ this idea as a research foundation