Digital Transformation as a Strategy to Achieve Competitive Advantage: A Literature Review from a Strategic Management Perspective
Keywords:
Transformasi Digital, Manajemen Strategi, Resource-Based View, Inovasi Model Bisnis, Kapabilitas DinamisAbstract
Transformasi digital telah menjadi paradigma krusial dalam manajemen strategi modern untuk mempertahankan relevansi di tengah disrupsi pasar yang masif. Penelitian ini bertujuan untuk mengkaji mekanisme bagaimana transformasi digital mendorong keunggulan kompetitif melalui lensa Resource-Based View (RBV) dan teori Kapabilitas Dinamis. Menggunakan metode studi literatur sistematis, penelitian ini menganalisis evolusi penciptaan nilai dari orientasi produk menuju ekosistem platform yang berbasis data. Hasil kajian menunjukkan bahwa keunggulan kompetitif di era digital tidak hanya bersumber dari kepemilikan teknologi mutakhir, melainkan dari kemampuan organisasi untuk melakukan sensing, seizing, dan transforming terhadap peluang pasar secara lincah. Data diidentifikasi sebagai aset strategis utama yang memenuhi kriteria VRIN guna menciptakan personalisasi layanan dan meningkatkan switching costs bagi pelanggan. Namun, penelitian ini juga mengungkap bahwa hambatan kultural dan inersia organisasi menjadi tantangan utama yang sering memicu kegagalan transformasi. Penelitian ini menyimpulkan bahwa keunggulan kompetitif yang berkelanjutan memerlukan harmonisasi antara orkestrasi ekosistem platform, kapabilitas dinamis, dan kepemimpinan digital yang transformasional.
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