Scenario Planning of Digital Transformation in Indonesia’s Fast-Moving Consumer Goods Sales Organization: Uncertainties and Possibilities


  • Adhitya Rendra Kusuma School of Business, IPB University
  • Rizal Syarief School of Business, IPB University
  • Arry Ekananta School of Business, IPB University
  • Anggraini Sukmawati School of Business, IPB University



scenario planning, digital transformation, consumer goods sale


Since uncertainty in the business domain has increased the urgency for scenario development as a strategic tool, the research examined a relationships between a leadership model, organizational citizenship behavior, and sales management control variables using scenario planning. The questionnaire’s scaling using a Likert scale was done toward results from discussions and in-depth interviews with several experts in Fast-Moving Consumer Goods (FMCG) organizations, FMCG organizational leaders (Chief Executive Officers/CEOs), leadership experts, organizational behavior consultants, and organizational performance practitioners. The research finds that external and internal forces determine the success of digital transformation. External forces consist of digital technology availability, consumer expectations,
business competition maps, and digital talents. Internal forces are budget allocation, competency trap versus growth mindset, organizational structure, and organizational culture. The scenario matrix plot forms four scenarios of the digital transformation in the sales organization of Indonesia’s FMCG companies (realistic, pessimistic, optimistic, and superoptimistic), where realistic (iteration improvement scenario) is largely predicted to occur for companies carrying out digital transformation. Such scenario requires sales organizations to have a growth mindset to deal with the uncertainty of customer/consumer expectations properly. The strategy appearing as an FMCG digital transformation compass is expected to advise FMCG companies in Indonesia when executing and overseeing the digital transformation within their


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Author Biographies

Adhitya Rendra Kusuma, School of Business, IPB University

Adhitya Rendra Kusuma graduated from Institut Teknologi Sepuluh Nopember (ITS), Indonesia, in 2002, majoring in Industrial Engineering. Later in 2009, he received his master's in Management, specializing in Finance Management, from Gadjah Mada University (UGM), Jogjakarta, Indonesia. Currently, Adhitya is a doctoral student in Business Management at the School of Business of IPB University, Bogor, Indonesia. While pursuing his current degree, Adhitya also works professionally in Sales Management with more than 18 years of experience in the Pharmaceutical, Paint Industries, and Education Technology industries.

Rizal Syarief, School of Business, IPB University

Rizal Syarief received a bachelor's degree in Engineering, majoring in Agro-industrial Technology, from Bogor Agricultural University, Bogor, Indonesia, in 1973. He obtained a Diplôme d'Etudes Superieur Scientifique (DESS) in Industrial Engineering from Institut Superieur de Genie Industriel (SIGN), Nantes, France, in 1980. Besides, he received Diplome d'Etudes Approfondies de UER Science Universite, Nantes, France, in 1980. Later in 1983, he acquired a Ph.D. in Food Biophysics from INRA Universite, Nantes, France. Currently, Rizal is a professor at the School of Business of IPB University.

Arry Ekananta , School of Business, IPB University

Arry Ekananta received a bachelor's degree in Informatics Engineering from Institut Teknologi Bandung (ITB), Bandung, Indonesia, in 2002. In line with his previous interest, Arry received his master's in Computer Science from IPB University, Bogor, Indonesia, in 2006. Later in 2018, he obtained a Ph.D. in Business Management from IPB University, Bogor, Indonesia. Currently, he serves as the committee member in the nomination and remuneration of Pegadaian (Persero) and as human capital and organization development consultant/practitioner for several industries, mainly in the automotive industries.

Anggraini Sukmawati, School of Business, IPB University

Anggraini Sukmawati received a bachelor's degree in Engineering (Ir.) in Agro-industrial Technology from Bogor Agricultural University, Bogor, Indonesia, in 1991. In 1999, she completed her master's degree in Management (M.M) from Bogor Agricultural University, Bogor, Indonesia, and a Ph.D. in Business Management from the same university in 2011. Currently, she is a faculty member of the School of Business, IPB University, with interests in human resources management, organization changes, knowledge management, and human resources performance management.


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How to Cite

Kusuma, A. R., Syarief, R. ., Ekananta , A. . ., & Sukmawati, A. . (2023). Scenario Planning of Digital Transformation in Indonesia’s Fast-Moving Consumer Goods Sales Organization: Uncertainties and Possibilities. Journal The Winners, 24(2), 83-96.



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