STRATEGIC ADAPTATION AND INNOVATION IN TIMES OF CRISIS: AN INDUCTIVE CASE STUDY OF PT DHARMA POLIMETAL TBK.

Abstract

This study using an inductive approach to examines how an automotive component company effectively navigated the challenges of the global pandemic. Based on interviews with three high level management members, this study shows that early detection from declining vehicle sales prompted the company to respond swiftly to

disruptions across financial, operational, human resource, and marketing sectors. Short- term measures focused on cost reduction and operational efficiency, while long-term

strategies emphasized innovation, particularly in electric vehicles and medical equipment. The company also shifted from a purely business-to-Business (B2B) model to a Business-to-Consumer (B2C) approach, launching products like EV charging stations and 12V batteries. These efforts, supported by cultural and structural changes, enabled the company to stabilize financially and position itself for sustainable growth, demonstrating resilience and adaptability in the face of crisis.