Reinventing the Flow: Adaptive Strategies in a Disrupted Sanitation

Abstract

The acceleration of digital transformation has triggered significant disruption in the sanitation industry, creating new challenges as well as opportunities for companies to innovate. This study aims to examine how a multinational company in the sanitation sector operating in Indonesia responds to industrial disruption through product innovation strategies, digital transformation, and the application of sustainability principles to maintain its competitiveness. In particular, this study explores the strategic approach and reconfiguration of business models adopted in the face of market and technological changes. This research uses a qualitative method with a literature study approach and semi-structural interviews with the company's management. Data analysis is carried out thematically with stages of open coding, axial coding, and selective coding to build a deep understanding of the company's internal practices and dynamics. The results show that the company has successfully developed smart technology-based sanitary products, implemented digital strategies for marketing and customer service, and integrated circular economy principles in its production processes. In addition, the company also implements various business model reconfiguration tactics such as modular design, strategic collaboration, and the use of predictive technology in operations. This study concludes that the integration between digitalization and sustainability is a key factor in maintaining competitiveness in the midst of industrial disruption. This study has limitations in the scope of a single case study and is recommended to be developed in cross-industry research or with a longitudinal approach to improve generalization.