Kenja 2021

Abstract

The case discusses the blockchain use case developed by Kenja in 2021 for Halal Food certification in Indonesia. More precisely, it is focused on Kenja's marketing proposition definition process, underlining the company's choices to transform a complex environment into a more profitable one changing its positioning. Kenja decided to enter into a partnership with the certification body to reach the business to be certified directly, exploiting the opportunity given by the new regulatory settings. The case is completed by an introductory explanation to the blockchain networks describing the chain's structure, networks, and main consensus mechanisms. Moreover, it illustrates the Halal Food industry globally and in Indonesia, highlighting the importance of the Halal Food certification as a driver of economic growth for the country.Furthermore, the students will be able to understand the impact of the regulatory system in creating new potential opportunities and the need to identify the right proposition to co-create meaning and value with the customers. The case study looks at the Halal certification through the eyes of Tomoki Fukasawa, the business developer that began to work with the Indonesian certification body. After six months of work, he lived the negative experience to be removed from the project due to the cultural distance with the counterpart, who asked for a new project leader. The leadership and political aspects are discussed and integrated into the in-depth description of the company's value, and the students are incentivized to think about the impacts of the cultural dimensions on international businesses.

Detailed information