Strategic Management for Sustainable Growth of Nahdlatul Ulama among Nahdliyin

Abstract

This research explores the strategic management practices of Nahdlatul Ulama (NU) to ensure sustainable growth while maintaining its traditional religious values. Using a qualitative ethnographic approach, data were collected through in-depth interviews with key organizational leaders and members involved in strategic roles. The findings highlight that NU employs collaborative leadership, decentralization, and adaptability to integrate traditional values with modern governance, ensuring relevance in a globalized society. However, challenges arise in balancing innovation with the preservation of religious identity, particularly within the pesantren system. Internal resistance to change and navigating global complexities are key obstacles. Overall, NU’s inclusive management and adaptability support its sustained growth, though maintaining this balance remains a central challenge.