Integrating Marketing and Finance to Increase Company Performance in Vuca World: A Case Study on Banking State-Owned Enterprise in Indonesia (MANDIRI, BRI, BTN, BNI)

Abstract

Despite the tremendous improvements in global business, there are still disruptions that result in business failures that affect stakeholders. VUCA poses a slew of challenges for both newcomers and established players, including banks. This paper aims to analyse integration marketing dan finance to increase company performance in VUCA world of banking state-owned enterprise in Indonesia (Mandiri, BRI, BTN, BNI). This was a qualitative study that employed the analytical descriptive method. The findings indicate that marketing and finance integration has been adopted by Indonesia’s state-owned banks, including Mandiri, BNI, BRI, and BTN. These banks’ marketing integration results in optimalization of continuity budget marketing that is focused on digital marketing and client relationship marketing. These four banks do the integration of marketing and financial in order to increase perfomance of companies.

Keywords: Company Performance, Finance, Marketing, VUCA

Article Review Status: Published

Pages: 27-33 (Download PDF)

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