Digital Transformation in Retail: Challenges and Opportunities for Multinational Corporations (A Case Study of PT Hisense International Indonesia)
DOI:
https://doi.org/10.59890/ijefbs.v4i3.13Keywords:
Digital Transformation, Electronic Retail, Qualitative Narrative, E-Commerce, MNC’sAbstract
Digital transformation has emerged as a strategic necessity for multinational corporations (MNCs) in the electronic retail industry to sustain competitiveness amid market upheaval. This study sought to examine the potential and challenges encountered by PT Hisense International Indonesia in implementing digital transformation. This research employed a qualitative narrative methodology with documentary narrative analysis to examine the company's history, strategies, and challenges through official press releases, digital traces in national media, and content activity on Hisense's digital retail platforms. The findings suggested that the main potential resides in the incorporation of omnichannel methods, market growth via live commerce, and the exploitation of the smart home ecosystem. Conversely, PT Hisense International Indonesia encounters substantial obstacles, including the adaptation to local digital legislation, fierce pricing rivalry in e-commerce, and logistical difficulties inherent to an archipelagic geography. This narrative offers an impartial analysis of how a multinational corporation digitally adjusts in an emerging market, drawing on public conversation and its digital history.
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