Implementasi Manajemen Turnaround untuk Memperoleh Keunggulan Bersaing Menuju Era New Normal : Studi Kasus pada Sumber Daya Manusia di Perusahaan Swasta Nasional

Agus Cholik


The Covid 19 pandemic has hit all sectors of people's lives, and the economy. In addition, a pandemic also influences the behavior and patterns of economic, business and business opportunities. Therefore, the entire industry is required to be always creative and innovative both in terms of products and product marketing mechanisms in order to survive in the midst of a pandemic. In addition, businesses must also begin to adjust their lives to current conditions or live in a new normal era. This study aims at answering the questions of how turnaround management can be implemented so that companies have a competitive advantage and can live in a new normal era and what factors must be considered in implementing turnaround management in terms of human resources.. This research uses a case study approach from a qualitative research design. Semi-structured interviews are used to understand what cases occur in a company when facing a pandemic and what efforts are being made to face a new normal era. This research proves that change management through creativity, innovation, and rapid adaptability can support a company's competitive advantage towards a new normal era. This study also offers recommendations for further research.


Competitive advantage, creative-innovative-adaptive, new normal era, turnaround, human resources

Full Text:



Albano,C.(2012). What is adaptive leadership? Self Growth. Diakses pada 4 Maret 2020 dari

Arogyaswamy, K., Barker, V. L., & Yasai‐Ardekani, M. (1995). Firm Turnarounds: an Integrative Two‐Stage Model. Journal of Management Studies. Diakses pada 4 Maret 2020 dari

Ayan, Jordan E. (2002). Bengkel Kreativitas: 10 Cara Menemukan Ide-Ide. Pamungkas. Bandung: Kaifah.

Bashor & Purnama.(2017). Factors Affecting Performance Manager and Its Impact on Competitive Advantage: Studies Small Medium Enterprises (SMEs) in The Shoes Industry Mojokerto East Java Province Choirul Bashor Professor, School of Economics, Al-Anwar Mojokerto, Indonesia Chamdan Purnama President School of Economics, Al-Anwar Mojokerto, Indonesia, Doi: 10.1515/mjss-2017-0014. ISSN 2039-2117 (online) ISSN 2039-9340 (print) Mediterranean Journal of Social Sciences Vol 8 No 4 July 2017.

Bellhouse W. (2011). Adaptibility dan The Competitive Advantage. Global Business Journal. 11(15): 120-131.

Bharadwaj, S. G, P.R. Varadarajan, dan J. Fahy. (1993). Sustainable Competitive Advantage in Service Industries: A Conceptual Model and Research Propositions, Journal of Marketing. Vol. 57, Oktober, p. 83-99.

Bibeault, 1982). Bibeault, D. B. (1982). Corporate turnaround: how managers turn losers into winners (Vol. 15). Maidenhead: McGraw-Hill.

Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. London: Sage Publications.p.15.

Daft, L. (2004). Organization Theory and Design, 8th Ed. South-Western : Thompson.

Drucker, Peter.F. (1994). Inovasi dan kewiraswastaan. Alih Bahasa, Rusjdi Naib. Jakarta: Erlangga.

Elfindri dkk (2011). Soft Skills untuk Pendidik. Jakarta: Baduose Media. P.67.

Fatmawiyati, Jati (2018). Telaah Kreatifitas.

Hadiyati, Ernani. (2011). Kreativitas dan Inovasi Berpengaruh Terhadap Kewirausahaan Usaha Kecil. Jurnal Manajemen dan Kewirausahan Vol 13, 8-16. Diakses pada 27 Februari 2020 dari:

Hana. (2013). Competitive advantage achievement through innovation and knowledge. Journal of Competitiveness, 5(1), 82-96.

Herdiansyah, Haris. (2012). Metodologi Penelitian Kualitatif Untuk Ilmu-Ilmu Sosial. Jakarta Selatan: Salemba Humanika.

Heye, Dennie. (2006). Characteristics of the Successful 21st Century Information Professional. Oxford: Chandos Publishing Oxford Ltd . ISBN: 184334145X.

Kotler, Philip dan Gary Armstrong. (2003). Dasar-dasar Pemasaran, Jilid 1, Edisi Kesembilan. Penerbit PT. Indeks Gramedia, Jakarta.

Liu, Dong., Gong, Y., Zhou, J., & Huang, J.C. (2015). Human resources systems, employee creativity & firm innovation: The moderating role of firm owrnership. Academy of Management Journal, 2(3), 41-55

Martim de Conto, S., Junior, J. A. V. A., & Vaccaro, G. L. R. (2016). Innovation as a Competitive Advantage Issue: A Cooperative Study on an Organic Juice and Wine Producer. Gest. Prod, 23(2), 397-407.

Martin, A.J., Nejad, H.G., Colmar, S., & Liem, G.A.D. (2013). Adaptability: How students’ responses to uncertainty and novelty predict their academic and non-academic outcomes. Journal of Educational Psychology, 105(3), 728-746. DOI: 10.1037/a0032794.

Michael E. Porter. (1985). Porter, M. E. The Competitive Advantage: Creating and Sustaining Superior Performance. NY: Free Press, 1985.

Moleong, Lexy J. (2007) Metodologi Penelitian Kualitatif. Penerbit PT Remaja Rosdakarya. Offset, Bandung.

Munandar, Utami. (2009). Pengembangan Kreativitas Anak Berbakat. Jakarta: Rineka Cipta.

Narver, J.C, & Slater, S.F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.

Noruzy, A., Dalfard, V. M., Azhdari, B., Nazari-Shirkouhi, S., & Rezazadeh, A. (2013). Relations between transformational leadership, organizational learning, knowledge management, organizational innovation, and organizational performance: an empirical investigation of manufacturing firms. The International Journal of Advanced Manufacturing Technology, 64(5-8), 1073-10.

OECD, Oslo Manual (2005) OECD. 2005. Oslo Manual : Guidelines For Collecting and Interpreting Innovation Data Third Edition. A Joint Publication of OECD and Eurostat. Diakses pada 24 Maret 2020 dari Url :

Oldham, G.R. and Cummings, A. (1996). Employee Creativity Personal and Contextual Factors at Work. Academy of Management Journal, 39, 607-634.

Porter, M.E. and Kramer, M.R. (2006) Strategy and Society: The Link between Competitive Advantage and Corporate Social Responsibility. Harvard Business Review, 84, 78-92.

Pandit, N. (2000). Some recommendations for improved research on corporate turnaround. Management, 3(2), 31-56. Diakses pada 1 Maret 2020 dari

Pearce, J., & Robinson, R. (1993). Toward improved theory and research on business turnaround . Journal of Management. 19 (3), 613-636.

Rosli & Sidek. (2013). The impact of Innovation on the Performance of Small and Medium Manufacturing Enterprises: Evidence from Malaysia. Entrepreneurship Vision 2020: Innovation, Development Sustainability, and Economic Growth, 794-809.

Ruben, B. D. (2006). What leaders need to know and do. Washington, DC: NACUBO.

Sternberg, R. J., Kaufman, J. C., & Pretz, J. E. (2002). The creativity conundrum: A propulsion model of kinds of creative contributions. New York: Psychology Press.

Supardi dan Sri Mastuti. (2003).Validitas Penggunaan ZScore Altman untuk Menilai Kebangkrutan pada Perusahaan Perbankan go-public di Bursa Efek Jakarta, KOMPAK, Nomor 7, Januari-April.

Suwecantara, I Made, Iman Surya, Gunthar Riady. (2018). Efektivitas Pengelolaan Badan Usaha Milik Desa Dalam Meningkatkan Pendapatan Asli Desa. Studi Kasus Bumdes Madani di Desa Santan Tengah Kecamatan Marangkayu Kabupaten Kutai Kartanegara. E-Journal Pemerintahan Integratif, 2018, 6 (4): 624-634 ISSN 2337-8670 (online), ISSN 2337-8662 (print), © Copyright 2016 S1 PIN.

Wahyono, W. (2002). “Orientasi Pasar dan Inovasi: Pengaruhnya Terhadap Kinerja Pemasaran (Studi Kasus Pada Industri Meubel di Kabupaten Jepara)”. Jurnal Sains Pemasaran Indonesia, 1 (1): 23-40.

Warella, 2005, Kompetensi Pimpinan Publik. Bahan Mata Kuliah Manajemen Publik, Magister Ilmu Politik. Semarang : Universitas Diponegoro.

Weisberg, R. W. (2006). Creativity: Understanding innovation in problem solving, science, invention, and the arts. John Wiley & Sons Inc.

Wortzel, H.V., dan L.H. Wortzel. (1997). Strategic Management In the Global Economy. New York: John Wiley & Sons, Inc.

Yin, R. K. (2002). Case study research: Design and methods (2rd ed.) p.16.. Thousand Oaks, CA: Sage.

Zimmerer, Thomas W dkk. (2008). Kewirausahaan Dan Manajemen Usaha Kecil. Edisi 5 Buku 1. Jakarta: Salemba Empat.



  • There are currently no refbacks.