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Go Back       Himalayan Journal of Economics and Business Management | Volume:4 Issue:3 | May 25, 2023
97 Downloads249 Views

DOI : 10.47310/Hjebm.2023.v04i03.010       Download PDF       HTML       XML

Improving New Product Development’s Process in Wholesale Transaction Banking Betapen Using Systemic Design


Mega Puspawati Hasim1, Yos Sunitiyoso2

School of Business and Management ITB, Bandung


*Corresponding Author

Mega Puspawati Hasim

Article History

Received: 10.05.2023

Accepted: 15.05.2023

Published: 25.05.2023


Abstract: BETAPEN has been merging with MITSUO for three years. However, the hope to fully integrate the needs of the wholesale banking segment with a variety of products particularly is still below the target. The purpose of this research is to identify BETAPEN wholesale transaction banking regarding the current wholesale transaction banking product development process, improve wholesale transaction banking new product development process and implement the improved wholesale transaction banking new product development process. The author uses a systematic design method with four main processes, namely inquiring, framing, generating, and reflecting. Primary data collection for this final project was carried out using qualitative methods. The results of the study found that the current wholesale transaction banking product development process is still not optimal, this is due to the lack of channel integration, software system development methods that have limited capacity and lack of involvement with customers. Researchers have three recommendations to improve the new product development process, the first is creating new product idea generation by compelling a customer experience vision, eliminating internal silos, setting indicators to measure success, increasing product value for customers by implementing an open banking system, implementing agile software system in developing products, creating customer engagement by lead user.


Keywords: Agile, Customer involvement, Integrated channel, New product development

Systemic Design, Wholesale Banking


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