Lydia Karnadi, S.T., M.B.A.

Research Interest

Leadership
Consumer Behavior
Gender and Diversity
Organization Behavior
New Technology Adoption

Biography

Lydia Karnadi has more than eighteen years of experience in sales & marketing in leading national and multinational companies. She had worked at Sampoerna, DHL, assumed a regional role as Regional Trade Marketing Manager SP at OSRAM Asia Pacific, and General Manager at Global Health Pharmaceutical before immersing herself in the academic. She earned her Master’s in Business Administration from Monash University & IPMI and won three awards for best achievement in International Finance, Business Policy, and Managerial Economics. She completed her Bachelor of Science degree with Honors (Cum Laude) in Industrial Engineering at Universitas Trisakti and is an alumna of SMUK 1 Jakarta.

During her career in OSRAM, where she spent more than half of her career, she managed to bring OSRAM Indonesia to be the winner of OSRAM International Promotion Pool in almost six consecutive years. She also successfully led OSRAM Car Lighting to win OTOMOTIF Reader’s Choice Award for the first time and developed Energy Saving Movement Proposal, which won Public-Private Partnership Competition and received partial funding from GIZ. She was also appointed as the Diversity Representative for the Asia Pacific when assuming her regional role in OSRAM Asia Pacific Ltd. In education, she has received the award as one of the best X-Culture Instructors of the “X-Culture Global Collaboration Project” three times in a row.

Award

Year	Award	Source
2020-2022	X-Culture Global Educator Award for three times in a row	X-Culture

Research Activity and Highlighted Project

Year	Source	Title	Partners/Funding Agency
2023/2024	Institution	Green Behavior and Food Waste Reduction among the Young Generation in Southeast Asia (1st Year)	Universitas Mercu Buana and Phuket Rajabhat University/ / i3L

Selected Publication

Karnadi, L., Andamar, P., Darmawan, M. B. (2025). Qualitative Assessment of the 4P Marketing Mix for Modified Resistance Bands in the Indonesian Martial Arts Industry. Journal of Strategic Innovation and Business Management, 1(02), 1-17. https://doi.org/10.54250/view/10/version/10

Farrell, W., Richards, M., Taras, V., Kamous, H. E., Karnadi, L., Singh, D. P., & Idelson, M. (2025). Perceptions of leadership effectiveness in global virtual teams: Gender, personality, and self- versus peer evaluations. Leadership Quarterly, 36(3), Article 101859. https://doi.org/10.1016/j.leaqua.2024.101859

Karnadi, L., Budisantoso, T., & Pradipta, A. (2023). Factors Influencing Sri Lankan Doctors’ Behavior to Recommend Online Purchase of Medical Nutrition Products. Asian Journal of Business Research, 13, 73–91. https://doi.org/10.14707/ajbr.230158

Lydia Karnadi, S.T., M.B.A.​

Lydia Karnadi, S.T., M.B.A.