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Intrapreneurship And Business Perfomance In Supporting Rebranding: A Case Study Of Day With Dya

Year: 2025

Type: article

Abstract: A medium-sized business from Bandung, Indonesia, namely Day with Dya brand, which has been operating since 2017, has experienced failure in its business journey and then decided to carry out a gradual rebranding in 2023. This study aims to examine the relationship between intrapreneurship and business performance in supporting the rebranding of Day with Dya. This study uses a qualitative description (QD) method that can discuss the learning journey and descriptions of experiences involving interviews with the owner of Day with Dya named Datu Adrian discussing the case study of Day with Dya rebranding according to intrapreneurial behavior and the impact on the business performance side. Document analysis was also carried out from visual sources, such as photos and videos via Instagram. The results of the study confirmed that the rebranding of the medium-sized business brand Day with Dya was supported by intrapreneurship in running its business, which could improve its brand performance.

Source: EKOMBIS REVIEW Jurnal Ilmiah Ekonomi dan Bisnis

DOI: 10.37676/ekombis.v13i2.7212

Authors: Ghina Annisa Akyas, Ratih Purbasari, Margo Purnomo

Institution: Padjadjaran University

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4409837945

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