STRATEGY INNOVATION

INDIVIDUAL ASSIGNMENT

Name: LIOWINA ADLIN HOKKY

Throughout the module we have been discussing 4 key

elements that innovative organizations work on.

1. Choose an innovative company (the examples

provided in the course, the company you work for, any
other company that you consider innovative…)
2. Briefly describe how these 4 key elements are present
or missing in the organization. Use the table provided
below to describe these aspects

Please send this document to rfisac@escp.eu by __ July.

Company
DECIEM Inc
Website
www.deciem.com
Short description (max 50 words)
DECIEM is a company which consisted of various beauty brands
focusing on skincare products. DECIEM was established in 2013
and growing rapidly ever since. This beauty brand won awards in
the luxury skincare category and selling their product 10 times
less than other competitor while still growing exponentially and
able to launch 10 brands in 3 years with over 2.5 million units
product sold. DECIEM exist to create beauty brands with one
mission common amongst them : to marry function, design, and
authenticity with affordable price.

Business model: Why are they innovative? (describe ONLY

those elements of the Business Model Canvas where you think
they innovate, max 200 words)
Key Activities :
- DECIEM are open for partnership with retailer and
distributor across the world
- Collaborating with high-end beauty product such as Estee
Lauder without compromising on their company’s vision
and mission as an affordable beauty brand
- They offer a free pickup in store purchasing

Customer Relationship :
- DECIEM allows their customer to understand the
ingredients and formulations of their product and keep
focusing on educating their customers about skin care
formulation.
- DECIEM has a customer service platform where all their
customers can consult directly with their staff regarding
their skin condition and questions about their product. They
 also offer to make personalized skin care regime for their
customers for free.

Value Proposition:
- Focusing on the active ingredients which is essential and
actually works for skincare product without incorporating
unnecessary expensive ingredients on their product
- Their product does not put extra cost for expensive branding
marketing and advertisement. They are keeping their
product with simple design and packaging and straight
forward advertisement to keep their prices within normal
range
- DECIEM simply explain their product without misleading
claims and focus on the science behind skincare
- They do not test their product on animals and do not put
fragrance for all their product
- Sustainable product by using carbon neutral unit box and
biodegradable, recycled and recyclable alternatives that are
environment friendly

Structure and process: according to “Reinventing organizations”

model by the Frederic Laloux (session 5), how would you
describe the company?
(max 100 words)
Based on Frederic Laloux “Reinveting Organization”, DECIEM
can be described as Pluralistic organization which values is
empowerment and valued-driven culture. It can be showed as
DECIEM is customers-oriented and the goal of their company is
not only just to get as much profit as possible, but how to create
product that is sustainable for their customer with affordable price
and keeping their quality high. Furthermore, DECIEM also
concern about the environmental damage that might be cause by
their production therefore DECIEM try to keep their raw material
as environmental friendly as possible by using eco-friendly
product. This shows their empathetic traits in their company for
the customer as well as for the surrounding environment.

People:
 - Do you think that the people in this company is creative?
Why?
- Do you think leaders (or top management) facilitate
innovation?
(max 100 words)
I considered the people behind DECIEM company is highly
creative as they are currently working their way to advertise their
products without having to pay for expensive advertisement or
models. One example is that their Founder, Brandon Truaxe, is
directly communicate with the customers through DECIEM’s
social media platform such as Instagram and Facebook, who has
developed a fan base as a result.
Their Founder/Co-Founder are also open for innovation as they
continuously work on for research and development to provide
high quality products with evidence-based clinical trial and
science. DECIEM is an innovative company which enables the
company to rapidly identify opportunities, create and incubate
new brands and deliver high quality product.

Culture: how would you describe the corporate culture? Is it a

facilitator for innovation? (max 100 words)
I would describe DECIEM as a horizontal corporate culture;
which common among startups because it allows room for
collaborative and everyone-pitch-in mindset. They encourage
collaboration while still maintaining clearly defined goals and
knowledge of who is primarily responsible. DECIEM is flexible
and able to change based on market research or customer
feedback. This company do whatever they can to keep the
customers satisfaction. Titles does not mean much in horizontal
culture, for example the Founder communicate directly with their
customer rather than through social media teams/assistant.