Admission
Faculty Member
Novika Candra Astuti
Business Strategy and Marketing (BSM)
Expertise
International Entrepreneurship, Internationalization of SMEs, Digitalisation in creative industries, International Marketing
2007
B. Eng in Industrial Engineering, Telkom University
2012
Master of Science in Management, School of Business and Management, Institut Teknologi Bandung
2022
PhD (International Entrepreneurship), Queensland University of Technology, Australia Doctor (Research)
  • novika.candra@sbm-itb.ac.id
  • novika.candra@itb.ac.id
  • Ganesha ITB
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Profile

Novika is a full-time lecturer at the School of Business and Management, ITB (SBM ITB), specializing in business strategy and marketing. She holds a PhD in International Entrepreneurship from the Queensland University of Technology (QUT), Australia. With a strong focus on advancing international entrepreneurship, particularly in emerging markets, Novika actively promotes cross-cultural collaboration and advocates for policies that encourage the internationalization of SMEs, fostering their market expansion and global competitiveness. She teaches courses in international business, digital marketing, global marketing, international marketing, and strategic management and agile enterprises. Novika holds a Digital Marketing Specialist (CDMS) certification and is a member of esteemed academic bodies, including the Academy of International Business (AIB) and the Academy of Management (AOM).

Novika’s research interests encompass international entrepreneurship, the internationalization of SMEs, entrepreneurial decision-making, digitalization in creative industries, and digital marketing. Her academic contributions have been recognized at prestigious international conferences, where she has received multiple awards for best paper and presentation. Actively engaged in academic collaborations, she participates in the Australia and New Zealand International Business Academy (ANZIBA) and the European International Business Academy (EIBA). Novika’s research has been published in both national and international journals, making significant contributions to the fields of digital marketing, international business, entrepreneurship, marketing, and innovation.

Grants, Projects & Achievements

  • 2025: Conference Grant (ITB): International Conference on Management in Emerging Markets (ICMEM 2025)
  • 2025: Research Grants (SBM-ITB)
  • 2024: International Entrepreneurship Ambassador for Indonesia, International Entrepreneurship Scholars
  • 2023: Best Presenter, The 2023 International Conference of UNAIR Postgraduate School (ICPS 2023)
  • 2021: 3rd Best Paper, The Third Widyatama International Conference
  • 2019: First Winner of Best Paper, 4th Padang International Conference on Education, Economics, Business, and Accounting (4TH PICEEBA 2019)
  • 2015: Indonesian Youth Delegation, APEC Voices of The Future, Manila (KTT APEC)
  • 2012: Outstanding Scholar, SBM-ITB
  • 2009: Top Ten Caroline Officer, PT Telkomsel (2008-2009), PT Infomedia Nusantara

Publications

  • Journals: Astuti, N. C., & Azzahra, S. M. (2025). Instagram marketing strategies and community building: A case study of fashion SMEs in Bandung, Indonesia. Among Makarti, 18(1), 26–40. https://doi.org/10.52353/ama.v18i1.820
  • Astuti, N. C. (2024). Internationalisation of born-digital enterprises using an effectuation lens: Case studies in the games industry. Cogent Business & Management, 11(1), 2361866. https://doi.org/10.1080/23311975.2024.2361866
  • Astuti, N. C., Sakti, I. W., Suhardi, A. R., Sari, O. Y., Oktaviani, D., & Darajat, Z. (2024). Factors affecting the recognition of international opportunities by SME entrepreneurs: Case studies from the creative industries in Indonesia. ASEAN Marketing Journal, 16(1), 1. Available at: https://scholarhub.ui.ac.id/amj/vol16/iss1/1
  • Astuti, N. C. (2024). Internationalisation process of a coffee producer: Born global and effectuation logic. Jurnal Indonesia Sosial Teknologi, 5(3), 1117-1129. Available at: https://garuda.kemdikbud.go.id/documents/detail/4103872
  • Rohmatulloh, F., & Astuti, N. C. (2024). Pengaruh hedonic motivation, electronic word of mouth, perceived ease of use, and perceived usefulness terhadap purchase intention live streaming TikTok Shop. Among Makarti, 17(1), 80-97. Available at: https://jurnal.stieama.ac.id/index.php/ama/article/view/629
  • Oktaviani, D., Sakti, I. W., Sari, O. Y., Suhardi, A. R., Astuti, N. C., & Darajat, Z. (2024). Orientasi upaya mengurangi sampah rumah tangga melalui partisipasi masyarakat dalam pemanfaatan limbah organik dan anorganik dengan metode reduce, reuse, dan recycle. Jurnal PkM (Pengabdian kepada Masyarakat), 7(3).
  • Astuti, N. C., Mathews, S., & Matthews (2019). Internationalisation opportunity creation (and exploitation) in an emerging market: An investigation of digital intensive firms and cultural intensive firms. 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2019), 857-872, Atlantis Press. Available at: https://www.atlantis-press.com/proceedings/piceeba-2-19/125935656
  • International Conferences: Astuti, N. C., & Ramdan, M. R. B. (2025). Necessity or opportunity? Understanding the motivational drivers of women entrepreneurs in creating a new venture. Proceedings of The 9th International Conference on Management in Emerging Markets (ICMEM), Volume 6, e-ISSN: 3047-9215.
  • Astuti, N. C. (2024). The role of digital marketing, effectuation, and causation logic for accelerating Indonesian fashion SMEs to become born-globals. International Conference of Organizational Innovation, Vietnam.
  • Astuti, N. C. (2023). Entrepreneurial decision-making of born-digital companies using an effectuation lens. The 2023 International Conference of UNAIR Postgraduate School (ICPS 2023), Surabaya, Indonesia.
  • Astuti, N. C. (2023). Entrepreneurial decision-making of internationalizing SMEs in the creative industry from emerging markets: An effectuation perspective. 2023 Young IB Scholars Workshop, organized by International Business Review (IBR) in association with the European International Business Academy (EIBA).
  • Astuti, N. C., & Matthews, J. (2022). The role of religion in entrepreneurs' decision-making in pursuing international opportunities. AIB Oceania Research Symposium, Brisbane, Australia.
  • Astuti, N. C., Mathews, S., & Matthews, J. (2022). Social motives as drivers of international entrepreneurship in emerging markets. ANZIBA Conference, New Zealand, Australia.
  • Astuti, N. C. (2021). International opportunity recognition of entrepreneurs from emerging economies: Evidence from Indonesia. The 3rd Widyatama International Conference on Business Economics, Social and Technology, Bandung, Indonesia.
  • Astuti, N. C., Mathews, S., & Matthews, J. (2020). International entrepreneurship in an emerging market: Digital vs traditional internationalization. Australian Centre for Entrepreneurship Research Exchange Conference 2020 (ACERE 2020), Adelaide, Australia.
  • Astuti, N. C., Mathews, S., & Matthews, J. (2019). Internationalization opportunity creation (and exploitation) in an emerging market: An investigation of digital intensive firms and cultural intensive firms. 4th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA 2019), Padang, Indonesia.
  • Astuti, N. C. (2019). Who am I? Exploring the identity of an international entrepreneur in creating opportunity. 17th Australian Conference on Personality and Individual Differences (ACPID 2019), Brisbane, Australia.

Industry & Policy Engagement

  • Research Consultant, PT Telkom (Apps) Collaborated with PT Telkom to provide insights and recommendations on the development and optimization of mobile applications, focusing on enhancing user engagement and market expansion.
  • Workshops, Rumah BUMN Bandung Led workshops aimed at empowering small businesses and entrepreneurs in Bandung, providing them with tools and strategies to enhance their digital presence and improve their business operations. The workshops focused on digital marketing, e-commerce, and business strategies for growth.