ANALISIS STRATEGI INOVASI PRODUK PERAWATAN WAJAH DI PERUSAHAAN ERHA

Abstract

Changes to trends and tastes in society are triggers for product innovation processes carried out by companies in the beauty industry such as ERHA Medicals. This research has a problem formulation of what product innovations are carried out by ERHA, how ERHA determines and makes innovations as well as the impact of the innovation value chain and innovation radar on strategy company's competitive advantage. This research method is a descriptive analysis from a case study and uses a data triangulation technique. The results of product innovations carried out by ERHA make the company gain an increase in its market share. The results of the innovation or innovation process for facial care products carried out by ERHA still prove to be ineffective because ERHA Medicals has not succeeded in winning or entering the top leader or becoming a market champion in the facial care product industry. We suggest that they speed up the R&D timeline and educate their potential buyer about the benefit of their product.