Strategi Adaptasi dan Kapabilitas Organisasi untuk Ketahanan Korporasi Terhadap Pergeseran Preferensi Konsumen yang Terakselerasi

Dita Nurmalasari; Rahayu Mardikaningsih

Authors

Dita Nurmalasari Universitas Mayjen Sungkono Mojokerto
Rahayu Mardikaningsih Universitas Mayjen Sungkono Mojokerto

Keywords:

corporate resilience, consumer taste shift, strategic adaptation, dynamic capabilities, organizational agility, product portfolio management, market disruption

Abstract

This library research examines how corporations build resilience against rapid and unpredictable shifts in consumer taste, and identifies organizational and strategic factors distinguishing resilient firms from fragile ones. Synthesis of literature from strategic management, organizational theory, and marketing reveals that resilience is built through recognizing change as permanent, intelligent product portfolio diversification, small-scale experimentation capabilities, decentralized organizational structure, modular supply chains, failure-tolerant culture, willingness to cannibalize own products, and systematic organizational learning mechanisms. Ten differentiating factors are identified: depth of consumer relationships, internal project portfolio variety, project termination capabilities, flexible cost structure, external network quality, assumption-challenging routines, business model pivoting ability, sustained consumer research investment, adaptive workforce recruitment and development, and separation of short-term performance from long-term strategic health evaluation. Firms lacking these factors remain vulnerable to taste shifts, while those developing them grow increasingly resilient over time.

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