• Doctor, Universiteit Twente, The Netherlands, 2005
  • Bachelor, Institut Teknologi Bandung, 1998

Reza got his PhD from Universiteit Twente, The Netherlands in 2005. Prior to his PhD study, Reza worked for Citibank NA and Philips Electronics Indonesia from 1998 to 2000. In 1998, he graduated from Industrial Engineering department of Institut Teknologi Bandung and was awarded with The Ganesha Prize as the best graduate in 1998.

He has research interests in Business Strategy, Brand Strategy and Technology Commercialization. He has published scientific papers in these fields and has been invited to give lecture, workshop and training about these subjects. Reza is a member of Business Strategy and Marketing research group in the School of Business and Management.He also serves the business community by providing practical research and consultation. Some of the companies are Russell Consulting International, POSCO, PT Pertamina (Persero), PT Telkom, PT Timah, PT Semen Gresik, Bank of Indonesia and Badan Pengkajian dan Penerapan Teknologi (Agency for The Assessment and Application of Technology). He also worked with government ministry and agencies such as the Ministry of Finance, the Ministry of Trade and the Australia-Indonesia Partnership for Economic and Governance.

Undergraduate Program

  • MB4050 Brand Management

MBA Program

MSM/DSM Program

  • MM5006 Fundamentals of Strategy Management
  • MB7203 Behavioral Science
  • MM6032 Branding Science
  • MM6018 Technology Commercialization

Research Areas

I have an interest toward digital technology applications in business. There are three groups of research topics that represent my broad interest in this domain as follows :

  1. Digital readiness

    I defined digital readiness as people readiness to embrace and use digital technology and applications in business. Westerman and Bonnet (2014) mentioned that people are the key success factor of digital leadership. They formulate the vision and engage in the transformation toward business digitization. Knowing the level of digital readiness of their people helps businesses creating their so-called digital strategy. Typical research topics in this group are as follows :

    • Meta analysis of digital readiness evidences in literature
    • Measurement of digital readiness among millennials
    • Comparison of digital readiness between X and Y generations
    • The influence of digital readiness toward the adoption of mobile applications
    • The organizational view of digital readiness in relation to the organization development toward digital mastery
  2. Predicting, creating and facing disruptive business models

    Digital technology has enabled innovative business model to exist. Newspaper, magazine, and other subscription-based businesses have become free. Conventional retailers shifted to click and brick model. Ride-sharing and online taxi are rising. They are challenging the incumbents in the industry. There are many more to come. Predicting, creating and facing disruptive business models are gaining a higher attention among scholars. I have some research topics to offer as follows :

    • Predicting disruptive business models through the analysis of technology and industry connectedness
    • Neuro patterns of consumer reactions toward disruptive business model
    • Study of the pattern of disruptive business model as an approach to predict their future emergence
    • Creating disruptive business model from the perspective of business ecosystem
    • Transforming the conventional business to face the challenge of business disruption
  3. Digital customer experience

    Customer is at the heart of any business. Securing a large number of customers is your key to success. However, it is not just about creating the traffic to your store, but more on how you delight them, i.e. their experience. Digital experience is different from conventional one. It involves multiple channels and self-directed services. There are many things to be elaborated with regards to digital experience. I am offering you some research topics as follows :

    • Modeling the elements of digital customer experience
    • Customer experience in a digital business ecosystem
    • Digital transformation and the changing customer journey

International Journal

  • Setyobudi, W.T., S.K. Wiryono, R.A. Nasution, M.S. Purwanegara, 2014,Exploring Implicit and Explicit Attitude toward Saving at Islamic Bank, Journal of Islamic Marketing
  • Hariandja, E.S., T.M. Simatupang, R.A. Nasution and D. Larso, 2014, Dynamic Marketing and Service Innovation for Service Excellence, Gadjah Mada International Journal of Business, vol. 16, no. 2
  • Garnida, N., J.H. Tjakraatmadja, R.A. Nasution, and M.S. Purwanegara, 2014, Restructuring Knowledge of Organic Customer Profile within KM-CRM Framework, International Food Research Journal, Vol. 21, No. 3, pp. 855-862
  • Astuti, N.C. and R.A. Nasution, 2014, Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia, Gadjah Mada International Journal of Business, vol. 16, no. 1, pp. 69-88
  • Utami, R.R.and R.A. Nasution, 2013, Different Perspectives Between Product and Marketing Division towards Product Critical Success Factors and Its Strategic Importance in Telecommunication Sectors, ASEAN Marketing Journal, Vol. 5, No. 2, pp. 93-110
  • Darmansyah, A., R.A. Nasution,A. Sutardi, T.S. Zen, 2013, Microfinance Institutions (MFIs) Profit Sharing Pattern for The Development of Micro and Small Enterprises (MSEs) in Indonesia, Special Edition of Jurnal Teknologi, Vol. 64, No. 3
  • Astuti, N.C., R.A. Nasution, I.H. Hasibuan, K.N. Riantoputriana, and A. Listyaningrum, 2013, The Development of Executive MBA Program at Institut Teknologi Bandung, Indonesia, Special Edition of Jurnal Teknologi, Vol. 64, No. 3
  • Nasution, R.A. and N.C. Astuti, 2012, Consumer Innovativeness Model of Indonesian Young People in Adopting Electronic Products, ASEAN Marketing Journal, Vol. 4, No. 1, pp. 1-12
  • Nasution, R.A., M.M. Tarigan and W. Dhewanto, 2011, Consumer Attitude and Intention to Buy Organic Food as A Result of Brand Extension: An Experimental Approach, World Journal of Management, Vol. 3, no. 1, pp. 75-85

National Journal Accredited

  • Zahra, H. and R.A. Nasution, 2013, Role of Social Networking Sites in AISAS Consumer Behaviour Model, Jurnal Bisnis & Manajemen, Vol. XIV, No. 1
  • Aisyah, A.N. and R.A. Nasution. 2010, The Influence of Parent Brands Commitment on Consumers Atitude toward Co Branding between Those Brands, Jurnal Manajemen Teknologi, vol. 9, no. 3
  • Nugraha, Z.B. and R.A. Nasution. 2010, Marketing Effectiveness in Islamic Financial Cooperative: a case study, Jurnal Manajemen Teknologi, Vol. 9, No. 1

Book

  • Nasution, R.A. 2005. Changing The Configuration of Business Information Systems for Advanced Continuous Replenishment Implementation: case studies of Indonesian and Dutch retailers on contingency factors that determine the configuration. Wohrmann Print Service, Zuthpen, The Netherlands.

International Proceeding

  • Ramadhani, S.A. and R.A. Nasution, 2014, The influence of global consumer culture toward social media user?s attitude and loyalty for music video of international artists in Youtube, in the Proceedings of 2014 KSMS Fall International Conference, November 22-23, Seoul, Republic of Korea, ISSN
  • Nasution, R.A., A.Y. Sembada, , L. Miliani, N.D. Resti, D.A. Prawono, 2014, The Customer Experience Framework as Baseline for Strategy and Implementation in Services Marketing, Procedia – Social and Behavioral Sciences, Volume 148, 25 August 2014, Pages 254?261
  • Sumantri, G.U. and R.A. Nasution, 2013, Barriers in Adopting Original Brand Manufacturer Practice Among Indonesia’s Footwear SMEs, in the Proceedings of The Fourth Asia Pacific Business Research Conference, Singapore, 30 September – 1 October 2013
  • Utami, R.R. and R.A. Nasution, 2013, Different Perspectives Between Product and Marketing Division towards Product Critical Success Factors and Its Strategic Importance in Telecommunication Sectors, In The Proceedings of 8th International Conference on Business Management Research, Seoul, South Korea, 7 November 2013
  • Astiarini, D. and R.A. Nasution, 2013, Predicting Shareholder Value Through Brand Equity Performance, in the Proceedings of 2013 APMBA International Conference on Management and Business Science, Malang, East Jawa, Indonesia, 5-6 September 2013
  • Rahmat, B. and R.A. Nasution, 2012, Factors that Affect Consumer Decision in Buying Global and Local Fashion Brand in Bandung, in the Proceedings of World Business Research Conference, 4-6 October 2012, Bangkok, Thailand
  • Astuti, N.C. and R.A. Nasution, 2012, Consumer Innovativeness Model of Mobile Phone Adoption among Indonesian College Students, in The Proceedings of 10th Triple Helix International Conference, August 8-10, Bandung, Indonesia
  • Nasution, R.A. and Novika C. Astuti. 2012, Consumer Innovativeness Model of Young Consumers in Indonesia in Electronic Products Adoption, in the Proceedings of 12th ICE Conference, Munich, Germany, upcoming in June 2012
  • Nasution, R.A. and Lise Yusanti. 2011, A Framework of Brand Community Equity, in the Proceedings of 7th ICBME conference, Yasar University, Turkey
  • Nasution, R.A. and N. Garnida. 2011, Reconstructing Comprehensive Consumer Innovativeness Model, in the Proceedings of PICMET 2011 conference, Portland, USA
  • Nasution, R.A. and D. Ananda, 2011, The case Study of Anne Avantie in Building its Customer Loyalty, in the Proceedings of IICIES 2011
  • Nasution, R.A. and N. Garnida. 2010, A Review of The Three Streams of Consumer Innovativeness, in the Proceedings of PICMET 2010 conference, Bangkok, Thailand
  • Nasution, R.A., D. Dellyana and S. Rustiadi. 2010, A Study of New Prescribed Medical Product Acceptance Case of Bandung and Surabaya, Indonesia, in the Proceedings of 2nd Indonesia International Conference on Innovation, Entrepreneurship and Small Business, Serpong, Indonesia
  • Nasution, R.A., 2010, ECR in The Netherlands and Indonesia: current status and implementation issues, in the Proceedings of the 1st International Conference on Innovative Marketing Management, Phuket, Thailand, 12-14 July 2010
  • Garnida, N., J.H. Tjakraatmadja, R.A. Nasution, M.S. Purwanegara. 2010. Knowledge-Based Customer Relationship Management for Green Product Acceptance, in the Proceedings of Pan-Pacific Conference XXVII, Bali, Indonesia, May 31 – June 2, 2010

National Proceeding

  • Nasution, R.A., Y.R. Koesuma, L.O.M.A. Akbar, and W. Kumoro, 2011, PT SINAR MAS AGRO RESOURCES AND TECHNOLOGY TBK: REPUTATION AND STAKEHOLDERS, in the Proceedings of the 1st PPM Case Symposium, PPM School of Management, Jakarta, Indonesia

Posters International

  • Nasution, R.A., A.P. Dewi, A.Y. Sembada and W. Dhewanto. 2009. Analysis of Values of Private Label Buyers in Indonesia.
  • Nasution, R.A. 1999. A Balanced approach to develop Business Information Systems for Continuous Replenishment Implementation, PREBEM (PhD Researcher in Business, Economics and Management) annual conference, Amersfoort, The Netherlands
  • Nasution, R.A., A.P. Dewi, A.Y. Sembada, and W.Dhewanto. 2009. Consumers’ Attitude Toward Private Label and Its Relation with Their Motivational Values, in the 2009 ANZMAC Annual Conference, Southbank, Victoria, Australia, 30 November – 2 December

Business Review

  • Lediana, L.S. and R.A. Nasution, 2012, Sariayu Brand Extension Strategy for Tea and Lulur Categories, MBA-ITB Business Review, vol. 7, no. 1
  • Nasution, R.A. 2007. Techno-Ready Marketing: how and why your customers adopt technology. MBA ITB Business Review 2, No.2: 62-64.
  • Nasution, R.A., P. Rudito, A. Aditomo dan D.A. Daulay. 2007.Membangun Brand Equity sebuah sekolah bisnis melalui Brand Leadership: studi kasus pada Program MBA Sekolah Bisnis dan Manajemen ITB. MBA Business Review
  • Nasution, R.A. 2006. Memahami dan Membangun Customer Experience. MBA Business Review

Business Case

  • Nasution, R.A. and B.P. Brodjonegoro. 2014. Fujifilm Indonesia
  • Nasution, R.A. and Y.R. Koesuma. 2011. Pertamina Way (A)
  • Nasution, R.A. and L.O.M.A. Akbar. 2011, Pertamina Lubricant (A)
  • Nasution, R.A. and L.O.M.A. Akbar. 2011, Pertamina Lubricant (B)
  • Nasution, R.A. and H. Pirous. 2011. Energy Conversion Program (A)
  • Nasution, R.A., Y.R. Koesuma, L.O.M.A. Akbar, and W. Kumoro. 2011. PT Sinar Mas Agro Resources and Technology Tbk: Reputation and Stakeholders, presented at the 1st Case Symposium, PPM School of Management, Jakarta

Business Article

  • Nasution, R.A. 2011. Mengatasi Customer Dissonance, Majalah Inspire, April – Mei 2011
  • Nasution, R.A. 2011. Main Story: Segarkan Kembali Model Bisnis Anda, Majalah Inspire, April – Mei 2011
  • Nasution, R.A. 2010. Investigasi Dulu Sebelum Putuskan Recall, Majalah Inspire, Mei – Juni 2010

Dissertation Paper

  • Nasution, R.A. 1999. Quick Response as the Reality of Value Innovation in Retailing Value Chain, presented in the Doctoral Seminar in Helsinki, 3-4 December.

Other Publication mainly in SBM ITB Knowledge Center, www.k-center.sbm.itb.ac.id)

  • Nasution, R.A. 2011, Marketing: art or science?, SBM ITB Knowledge Center
  • Nasution, R.A. 2011, Pemasaran Untuk Entrepreneurs, SBM ITB Knowledge Center
  • Nasution, R.A. 2011, Caring for Your Customers, SBM ITB Knowledge Center
  • Nasution, R.A. 2010, Service Gap and Failure, SBM ITB Knowledge Center
  • Nasution, R.A. 2010, Service Gap and Zone of Tolerance, SBM ITB Knowledge Center
  • Nasution, R.A. 2010, Smart, Creative, Passionate and Engaged People, SBM ITB Knowledge Center/li>
  • Nasution, R.A. 2010, Mengelola Energi dalam Bekerja, SBM ITB Knowledge Center
  • Nasution, R.A. 2010, Membangun Brand Indonesia, SBM ITB Knowledge Center
  • Nasution, R.A. 2010, Coping Strategis of New Technologies, SBM ITB Knowledge Center
  • Mengatasi Customer Dissonance, Majalah Inspire, April – Mei 2011
  • Nasution, R.A. 2010. Investigasi Dulu Sebelum Putuskan Recall, Majalah Inspire, Mei-Juni 2010, p. 65
  • Nasution, R.A. 2008. Teliti Sebelum Mengadopsi, Majalah SWA, November
  • Nasution, R.A. 2008. Co-Branding dan Pilpres, Majalah Marketing, November
  • Nasution, R.A. 2008. Resensi Buku: Private Label, Majalah Marketing, Oktober
  • Nasution, R.A. 2008. Memperkecil Gap Pengetahuan antara Perusahaan dan Pelanggan, Pikiran Rakyat, September
  • Nasution, R.A. 2007. Resensi Buku: Techno-Ready Marketing, MBA Business Review
  • Nasution, R.A. 2006. Memahami Pengalaman Konsumen, MBA Business Review

Unpublished/ Working Paper

  • Nasution, R.A., M.S. Kusumawardhani, W. Suksmantoro and R.M. Ervianty. 2009. Key Factors that Influence the Dominant Use of Free-On-Board and Cost, Insurance and Freight Incoterms in Export and Import Activities in Indonesia from The Stakeholder Theory Viewpoint. in the Working PaperSeries of Business Strategy and Marketing Research Group, Vol. 1,( April ): pp. 1-46.
  • Sembada, A.Y., R.A. Nasution and Q.L. Afimanya. 2009. Consumer Experiences of Social Power during Service Consumption, an empirical investigation on Indonesia, in the Working Paper Series of Business Strategy and Marketing Research Group, Vol. 1,( April ): 47-51
  • Nasution, R.A. 2005. Simulation of The Effects on Physical Logistical Processes when Shifting from a Traditional Retailer to an Electronic Retailer, Internal Research Report, International Management, Faculty of Business, Public Administration and Technology, University of Twente, Netherlands
  • Nasution, R.A., and R.A. Stegwee. 2005. What Hampers Indonesian Retailers from Advancing their Business Information Systems for Continuous Replenishment Implementation (unpublished)
  • Nasution, R.A. 1999. Simulating the Effects on Physical Logistics Processes Caused by Shifting from Traditional to Electronic Grocery Retailing Using Non-Stocking Policy, in internal TDG publication.
  • Nasution, R.A. 1999. Efficient Consumer Response as Reality of Value Innovation in Retail Supply Chain(unpublished).
  • Nasution, R.A. 1998. Sistem Permesinan Freis Semi Otomatis Berbantuan Digital Read Out (DRO) dan Computer Aided Process Planning (CAPP), Tugas Akhir S1 Teknik Industri ITB

2014

  • Team leader of research project on “Issues and Problems in The Indonesian Steel Industry” sponsored by POSRI, South Korea
  • Team leader of consultancy project on “Leadership Curriculum Development” at Telkom Corporate University

2013

  • Team leader of research project on “Safety Management in Indonesia Companies”, sponsored by Russell Consulting International, Australia

2012

  • Team leader of research project on “Joint Venture between Pertamina Lubricants and Sash Lubricants”
  • Team leader of research project on “Market Penetration Strategy of Pertamina Lubricants in Australia”

2011

  • Team leader of research project on “Development of Steel Industy in Indonesia” sponsored by POSRI (POSCO Research Institute, South Korea)
  • Co-team leader of research project on “Alternative Distribution Channel for ORI in Indonesia and Blueprint of the Channel Development” sponsored by AIPEG (Australia-Indonesia Partnership for Economic Governance)

2010

  • Marketing consultant for PT Patra Niaga (a subsidiary of PT Pertamina) for oil marketing in Indonesia

2009

  • Marketing consultant for Bank Indonesia in spinning off sharia unit in Indonesian banks
  • Marketing consultant for Indonesia Ministry of Finance for Obligasi Negara Ritel (ORI)
  • Business process consultant for transformation of STEKPI toward a university
  • Trainer in Applied Multivariate Techniques for Dirjen Pengelola Utang, Indonesia Ministry of Finance
  • Trainer in Customer Relationship Management for PT Angkasa Pura II

2008

  • Marketing consultant for PT Semen Gresik

2007

  • Trainer in Marketing Research for PT Telkom

2006-2009

  • Business process consultant for PT Timah

2000

  • Logistics consultant for PT Philips Electronics Indonesia

1998-1999

  • Asisten Vice President Citibank NA, Jakarta for Quality Management
Reza Ashari Nasution