Business Strategy and Marketing (BSM)
Advancing Evidence-Based Strategy and Marketing Research
The Business Strategy & Marketing (BSM) Research Group is one of the pioneering research groups at the School of Business and Management, Institut Teknologi Bandung (SBM ITB). Since the establishment of SBM ITB, the group has been committed to advancing knowledge in strategic management, marketing, consumer behavior, and service innovation through rigorous, evidence-based research.
Our work addresses contemporary business challenges while contributing to sustainable economic and societal development, particularly within emerging markets. By combining academic excellence with practical relevance, we produce research that informs business strategy, public policy, and organizational transformation.
Our Research Philosophy
Our research is guided by a single mission:
Evidence-Based Strategic & Marketing Innovation
We believe that impactful business decisions should be grounded in scientific evidence, interdisciplinary collaboration, and real-world relevance. Our research integrates strategic thinking, marketing science, consumer insights, and sustainability perspectives to generate solutions for organizations, industries, and society.
Body of Knowledge
The BSM Research Group’s Body of Knowledge is built upon four educational foundations that shape future business leaders. These foundations support four multidisciplinary domains, and together, these domains drive research across four strategic themes.
Four educational foundations
Foundations
Technology
Marketing
Humanity
Leadership
Four multidisciplinary domains
Domains
Strategic Management
Marketing Science
Consumer Insights
Global & Sustainability Perspective
Four strategic themes
Research Themes
Strategy, Internationalization & Emerging Markets
Consumer Behavior & Neuromarketing
Digital Transformation & Artificial Intelligence
Sustainability, ESG & Inclusive Business
Our research is applied across industries with significant Indonesian and global potential, including agriculture, energy, tourism, creative industries, mobility, halal business, and digital ecosystems.
Research Clusters
The Business Strategy and Marketing (BSM) Research Cluster is organized into three interrelated research domains: 1) Strategic Management, International Business & Emerging Markets; 2) Consumer Behavior, Neuromarketing & Digital Marketing; and 3) Service Innovation, Tourism & Sustainable Mobility. These clusters collectively define the focus of the BSM expertise group, emphasizing interdisciplinary research that integrates strategic thinking, behavioral science, and service innovation to generate evidence-based and impactful business solutions. BSM research clusters cover the whole range of subjects, but are not limited to:
01
Strategic Management, International Business & Emerging Markets
This cluster explores how organizations formulate strategy, manage transformation, compete globally, and respond to technological and geopolitical change. Key areas include:
• Corporate and business strategy
• International business
• SME internationalization
• Business model innovation
• Entrepreneurship
• ESG and inclusive business
• Emerging market competitiveness
02
Consumer Behavior, Neuromarketing & Digital Marketing
This cluster investigates consumer decision-making using behavioral science, neuroscience, and advanced analytics. Supported by SBM ITB’s Neurobusiness Laboratory, research focuses on:
• Consumer behavior
• Neuromarketing
• Brand management
• Digital marketing
• Marketing communication
• Social media and influencer marketing
• AI-powered consumer analytics
• Cross-cultural consumer research
03
Service Innovation, Tourism & Sustainable Mobility
This cluster examines how service systems, tourism experiences, and mobility solutions create value for businesses and society. Research areas include:
• Service science
• Service-Dominant Logic
• Tourism marketing
• Destination image
• Sustainable tourism
• Service innovation
• Sustainable mobility
• Choice modelling and transportation marketing
Research Roadmap (2026–2034)
The BSM Research Group follows a long-term research roadmap designed to strengthen research excellence and maximize societal impact.
Phase 1 (2026–2028)
Building Strong Foundations
Develop research capabilities, strengthen laboratories, establish strategic partnerships, and generate high-quality research grounded in Indonesian and emerging market contexts.
Phase 2 (2029–2031)
Scaling Research Impact
Expand interdisciplinary research, integrate AI and digital technologies, strengthen international collaboration, and translate research into industry and policy impact.
Phase 3 (2032–2034)
Leading Frontier Research
Advance globally recognized scholarship through mission-oriented research addressing future business, sustainability, intelligent technologies, and societal wellbeing.
Collaboration Opportunities
The BSM Research Group actively collaborates with:
• Universities and research institutions
• Industry partners
• Government agencies
• International organizations
• Entrepreneurs and startups
We welcome collaborative research, consulting, executive education, policy development, and industry engagement that contribute to evidence-based innovation and sustainable business transformation.