Dwianto, Agung Surya and Mayasari, Iin and Kurniaty, Dewi and Risza, Handi and Helmi, M. Fachrizal and Jaleni, Abdul Qodir Integrity Branding for Business Sustainability: The Case of Blue Bird Taxi. Universiti Teknologi MARA.
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Abstract
The taxi industry is facing unprecedented challenges. This is because the traditional business model of old players in the taxi industry has been disrupted by the digital technology that startup companies have carried out. One of how Blue Bird Taxi Company remains relevant to the changes that are taking place is through the implementation of integrity branding, which emphasizes the importance of ethical and moral values in building reputation and consumer loyalty. The application of integrity branding is becoming increasingly popular because consumers emphasize ethical and sustainable business practices. This research aims to describe the implementation of integrity branding at Blue Bird Taxi Company. This study analyzes the challenges and opportunities in implementing integrity branding in the taxi industry and strategies to deal with them. Integrity branding has the potential to differentiate a taxi company from its competitors, as well as build trust and credibility with consumers. Integrity is vital because it can strengthen the company's reputation in the long term. The company will enhance the application of norms that seek to maintain the trust of its stakeholders. In providing services to external consumers, excellent service is provided. To employees as internal consumers, the company strives to fulfill the rights of employees. To the company's suppliers or partners, the company will also satisfy the company's obligations properly. To investors, the company will undoubtedly have transparency regarding organizational performance so that investors will obtain results by their rights. By identifying the main ethical and moral principles important to consumers in the taxi industry and developing an integrity branding strategy aligned with consumer values, this research provides a practical guide for taxi companies who are willing to differentiate themselves through ethical business practices and sustainability.
| Item Type: | Article |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen-S2 |
| Depositing User: | Mrs Iin Mayasari |
| Date Deposited: | 15 Nov 2023 08:40 |
| Last Modified: | 03 Apr 2024 07:08 |
| URI: | http://repository.paramadina.ac.id/id/eprint/1413 |
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