THE RISE OF BYD IN INDONESIA: HUMAN CAPITAL, INNOVATION, AND MARKETING AGILITY AS COMPETITIVE ADVANTAGES

THE RISE OF BYD IN INDONESIA: HUMAN CAPITAL, INNOVATION, AND MARKETING AGILITY AS COMPETITIVE ADVANTAGES

• By Yuni Siswantoro;
• 0
• 20

The global automotive industry is undergoing a

profound transformation driven by the shift from

internal combustion engine (ICE) vehicles to electric

vehicles (EVs), intensifying competition among global

manufacturers. This study examines the rise of BYD in

the global and Indonesian EV markets through strategic

human capital, technological innovation, and marketing

agility, with emphasis on the role of human resource

capabilities. Using a qualitative inductive approach

based on secondary data, evidence is synthesized from

annual reports, industry databases, and credible media

sources. Findings show that BYD’s rapid growth is

strongly supported by strategic human capital

expansion, intensive R&D talent development, and

continuous capability upgrading, which enable

technological innovation and market responsiveness. In

Indonesia, BYD achieved rapid market penetration and

significant EV market share shortly after entry. The

study concludes that competitive advantage in the EV

industry is driven by integrated strategic capabilities. It

is recommended that future research incorporates

primary data for deeper managerial insights. The study

is limited by reliance on secondary data and lack of

firm-level interviews.

• Katakunci BYD, Human Capital, EV Industry, Innovation, Marketing Agility, Competitive Advantage
• URL https://jurnal.umt.ac.id/index.php/jceb/en/article/view/16373
• Penerbit Universitas Islam Syekh Yusuf, Tangerang Kota Banten

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