In his doctoral dissertation, A Model for Increasing Digital Marketing Capability of Companies in Indonesia Based on Ecosystem Readiness for Innovation, Adoption, and Digital Transformation, Agus Masrianto succeeded in developing the IDA Circle Strategy to improve business capability.

As a result of this research, the IDA strategic circle is a proposed strategy to improve the company’s digital marketing capabilities. The innovation ecosystem’s readiness can be increased through innovative leadership, positive employee attitudes and perceptions, and effective business process mechanisms.

In his dissertation, the IPB doctoral student explained that this research believes that the readiness of the innovation ecosystem, digital transformation, and digital marketing adoption are prerequisites for increasing the company’s digital marketing capabilities. As a result, this study has four interconnected objectives.

First, develop a model for increasing the company’s digital marketing capabilities in Indonesia based on the readiness of the ecosystem for innovation, adoption, and digital transformation. Second, compute and analyze the company’s digital marketing utilization index based on the level of digital marketing adoption, digital transformation, and innovation ecosystem readiness.

Third, use the digital marketing utilization index and digital marketing capabilities to map the group of companies in Indonesia. Fourth, develop a strategy to improve the company’s digital marketing capabilities in Indonesia based on the readiness of the ecosystem for innovation, adoption, and digital transformation.