Risk Management in Cultural Heritage Brand Disputes: A Case Study of Kutus Kutus Oil

This study investigates the application of risk management strategies in addressing internal disputes within cultural heritage enterprises, using the Kutus Kutus Oil trademark conflict as a case study.As a family-run brand deeply rooted in Indonesian tradition, Kutus Kutus represents both a commercial venture and a symbol of cultural identity.However, internal conflict between the founder and his stepson over brand ownership escalated into a public legal dispute, threatening the brand's sustainability and cultural legacy.Employing a qualitative research design, this study utilizes document analysis and a qualitative analysis framework to identify key risk indicators and thematic patterns related to governance breakdown, legal compliance, reputational impact, and strategic risk response.The findings reveal that internal relational risks particularly in founderled, family-owned businesses can significantly undermine both operational and cultural continuity if not proactively managed.The study highlights the necessity of implementing integrated Enterprise Risk Management (ERM) systems tailored to the dual demands of cultural preservation and commercial sustainability.This research contributes to the limited literature on internal risk governance in cultural heritage enterprises and offers practical insights for future conflict prevention and brand stewardship.