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{\shp{\*\shpinst\shpleft2413\shptop13893\shpright9960\shpbottom13906\shpfhdr0\shpwr3\shpwrk0\shpfblwtxt1\shplid57897\shpz0\shpbxpage\shpbypage{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{\sn rotation}{\sv 0}}{\sp{\sn geoRight}{\sv 7547}}{\sp{\sn geoBottom}{\sv 13}}{\sp{\sn shapePath}{\sv 4}}{\sp{\sn pVerticies}{\sv 8;5;(0,0);(0,13);(7546,13);(7546,0);(0,0);}}{\sp{\sn pSegmentInfo}{\sv 2;12;16384;45824;1;45824;1;45824;1;45824;1;45824;24577;32768}}{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\sp{\sn fLine}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}{\sp{\sn lineType}{\sv 0}}

{\sp{\sn fArrowheadsOK}{\sv 0}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn fLayoutInCell}{\sv 1}}}}\paperw12240\paperh15840\margl666\margr133\margt666\margb426\cols2\colno1\colw5666\colsr-0\colno2\colw5773\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-200\slmult0 \fs12\cf0\f0\charscalex100 {SINERGI}{ }\fs12\cf0\f0\charscalex100 {Vol. 9 No. 2, JUNI 2007: 103 \uc1\u8211X 128 }\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-253\slmult0 \fs20\cf0\f0\charscalex100 {hasil temuannya yang telah menghabiskan }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex1

00 {investasi cukup besar. Akhirnya ditemukan }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sebuah }{ }\fs18\cf0\f0\charscalex100 {business model}\fs18\cf0\f0\charscalex100 { yang cocok untuk }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {temuannya tersebut. Xerox memutuskan }\par\pard\li1786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {untuk \uc1\u8220Xmenyewakan bukan menjual mesin }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {fotocopy \uc1\u8211X}{ }\fs20\cf0\f0\charscalex100 {leasing not selling the product}\fs20\cf0\f0\charscalex100 {\uc1\u8221X }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {sebagai }\fs20\cf0\f0\charscalex100 {business model}\fs20\cf0\f0\charscalex100 {nya (Chesbrough and}\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Rosenbloom, 2002). Kondisi yang tidak jauh }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {berbeda juga dialami Dell Corporation. }\par\pard\li1786\ri0\sl

-240\slmult0 \fs18\cf0\f0\charscalex100 {Tidak seperti perusahaan pabrikan Personal }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Computer lain, Dell memilih }\fs20\cf0\f0\charscalex100 {business model}\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {yang khas yaitu \uc1\u8220X}\fs20\cf0\f0\charscalex100 {make to order and make }\par\pard\li1786\ri0\sl-226\slmult0 \*\tx5280\fs20\cf0\f0\charscalex100 {money before the product is  delivered}\tab \fs20\cf0\f0\charscalex100 {\uc1\u8211X}\par\pard\li1786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {menjual produk sesuai dengan pesanan dan }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {menerima  pembayaran sebelum produk }\par\pard\li1786\ri0\sl-226\slmult0 \*\tx3066\*\t

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x4213\*\tx5093\fs20\cf0\f0\charscalex100 {diserahkan\uc1\u8221X }\tab \fs20\cf0\f0\charscalex100 {(Kraemer, }\tab \fs20\cf0\f0\charscalex100 {Derick }\tab \fs20\cf0\f0\charscalex100 {and }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Yamashiro, 2000). Dengan }{ }\fs20\cf0\f0\charscalex100 {businessmodel}\par\pard\li1786\ri0\sl-240\slmult0 \*\tx2706\*\tx3333\*\tx4200\*\tx5000\fs20\cf0\f0\charscalex100 {tersebut }\tab \fs20\cf0\f0\charscalex100 {Dell }\tab \fs20\cf0\f0\charscalex100 {menuai }\tab \fs20\cf0\f0\charscalex100 {sukses }\tab \fs20\cf0\f0\charscalex100 {yang }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {ditunjukkan dengan angka penjualan dan }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {laba yang tinggi dan terusmeningkat (lihat }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {misalnya: Magretta, 1998). }\par\pard\li2506\ri0\sl-240\slmult0 \*\tx3320\*\tx4066\fs18\cf0\f0\charscalex100 {Uraian }\tab \fs18\cf0\f0\charscalex100 {diatas }\tab \fs18\cf0\f0\charscalex100 {menggambarkan }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {bahwa setiap perusahaan bahkan setiap }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {organisasi selalu  berupaya membangun }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {business model}\fs20\cf0\f0\charscalex100 { sebagai dasar untuk men-}\par\pard\li1786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {jalankan aktivitas bisnisnya dan dalam }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {rangka menciptakan nilai tambah. Pada }\par\pard\li1786\ri0\sl-226\slmult0 \*\tx2946\*\tx3760\*\tx4573\fs20\cf0\f0\charscalex100 {umumnya, }\tab \fs20\cf0\f0\charscalex100 {meski }\tab \fs20\cf0\f0\charscalex100 {bukan }\tab \fs20\cf0\f0\charscalex100 {keharusan }\par\pard\li1786\ri0\sl-226\slmult0 \*\

tx3426\fs20\cf0\f0\charscalex100 {(Magretta, 2002), }\tab \fs20\cf0\f0\charscalex100 {business model}\fs20\cf0\f0\charscalex100 { (untuk }\par\pard\li1786\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {selanjutnya disingkat BM) bagisebuah per-}\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {usahaan/organisasi merupakan pilihan yang }\par\pard\li1786\ri0\sl-226\slmult0 \fs16\cf0\f0\charscalex100 {khas dan unik yang belum tentu cocok bagi }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perusahaan/organisasi lain (Owens, 2006). }\par\pard\li1786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {Diharapkan dengan kekhasan BM tersebut }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {perusahaan bisa menciptakan nilai tambah }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sesuai dengan kebutuhan para pelanggan. }\par\pard\li1786\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Bagi perusahaan itu sendiri BM yang tepat }\par\pard\li1

786\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {diharapkan bisa membantu menuai hasil }\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {sesuai dengan tujuan awal didirikannya per-}\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {usahaan. Menurut Chesbrough and Rosen-}\par\pard\li1786\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {bloom (2002), fungsi dari }{ }\fs20\cf0\f0\charscalex100 {business model}\par\pard\li1786\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {adalah sebagai berikut:}\par\pard\li1786\ri0\sl-226\slmult0 \*\tx3826\fs20\cf0\f0\charscalex100 {1. Mengartikulasikan }\tab \fs20\cf0\f0\charscalex100 {value proposition}\par\pard\li2146\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {sebuah organisasi yaitu bagaimana }\par\pard\li2146\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Menciptakan nilai tambah bagi para }\par\pard\li2146\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {pengguna (}\fs20\cf0\f0\charscalex100 {customers}\fs20\cf0\f0\charscalex100 {).}\par\

pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li1786\ri0\sl-293\slmult0 \fs16\cf0\f0\charscalex100 {104}\par\column\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-213\slmult0 \fs18\cf0\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {2. Mengidentifikasi target pasar.}\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {3. Menentukan bagaimana menciptakan }\par\pard\li360\ri0\sl

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-226\slmult0 \fs18\cf0\f0\charscalex100 {value chain }{ }\fs18\cf0\f0\charscalex100 {(rantai nilai) dalam proses }\par\pard\li360\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {operasionalisasi organisasi.}\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {4. Memperkirakan besaran biaya dan }\par\pard\li360\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {pendapatan yang diperoleh  sebagai }\par\pard\li360\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {akibat  ditetapkannya }{ }\fs18\cf0\f0\charscalex100 {value proposition }\par\pard\li360\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {dan }\fs20\cf0\f0\charscalex100 {value chain.}\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {5. Menjelaskan posisi organsasi dalam }\par\pard\li360\ri0\sl-240\slmult0 \fs18\cf0\f0\charscalex100 {kaitannya dengan jejaring penciptaan }\par\pard\li360\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {nilai tambah.}\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {6. Memformulasikan strategi bisnis.}\par\pard\li720\ri0\sl-226\slmult0 \fs18\cf0\f0\charscalex100 {Meski demikian, memilih BM }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {harusdilakukan secara hati-hati karena be-}\par\pard\li0\ri0\sl-226\slmult0 \*\tx2320\fs20\cf0\f0\charscalex100 {berapa alasan berikut. }\tab \fs20\cf0\f0\charscalex100 {Pertama}\fs20\cf0\f0\charscalex100 {, cara }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {memilih BM biasanya tidak didasarkan pada }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {alasan-alasan rasional. Sebaliknya cara }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {memilihnya lebih bersifat subyektif, intuitif }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {dan tidak ada ukuran-ukuran standardyang }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {bisa dijadik

an dasar untuk membenarkan }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {pilihan tersebut. Apakah pilihan tersebut }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {tepat atau tidak, tentunya tidak bisa segera }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {diketahui. Ketepatan pilihan tersebut baru }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {bisa diketahui beberapa waktu kemudian }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {setelah terbukti bahwa BM tersebut mem-}\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {bawa hasil. Sebaliknya pilihan tersebut }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {dianggap gagal jika penciptaan nilai tambah }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {yang menjadi tujuannya tidak tercapai. }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Kedua}\fs20\cf0\f0\charscalex100 {, keberhasilan sebuah perusahaan }\par\pard\li0\ri0\s

l-240\slmult0 \fs20\cf0\f0\charscalex100 {tidak ditentukan semata-mata olehBM saja }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {tetapi juga bagaimana pihak manajemen }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {menterjemahkan BM kedalam kegiatan }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {opersional perusahaan. Magretta (2002) }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {misalnya mencontohkan bahwa BMnya Wal }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Mart sesungguhnya tidak berbeda dengan }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Circle K namun Wal Mart jauh lebih ber-}\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {hasil karena menerapkan strategi berbeda. }\par\pard\li0\ri0\sl-240\slmult0 \*\tx933\fs20\cf0\f0\charscalex100 {Persoalan }\tab \fs20\cf0\f0\charscalex100 {ketiga}\fs20\cf0\f0\charscalex100 { adalah sampai saat ini }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f

0\charscalex100 {belum ada teori dan panduan baku yang bisa }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {membantu para praktisi menyusun BM }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {dengan tepat. Penyebabnya karena dalam }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {ranah ilmu manajemen, BM baik secara }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {teori maupun konsep masih berada pada }\par\pard\li0\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {tahap }\fs20\cf0\f0\charscalex100 {embryonic}{ }\fs20\cf0\f0\charscalex100 {(Schweizer, 2005).}\par\pard\li720\ri0\sl-226\slmult0 \fs20\cf0\f0\charscalex100 {Terlepas dari kendalamemilih BM }\par\pard\li0\ri0\sl-240\slmult0 \fs20\cf0\f0\charscalex100 {yang t

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epat, dan masih ada yang pesimis akan }\par}