TRANSFORMASI INOVASI DALAM STRATEGI MANAJEMEN: KUNCI KEUNGGULAN BERSAING PERUSAHAAN DI ERA EKONOMI DIGITAL
Abstract
Abstrak. Penelitian ini bertujuan untuk menganalisis peran transformasi inovasi dalam strategi manajemen sebagai faktor kunci dalam meningkatkan keunggulan bersaing perusahaan di era ekonomi digital. Dalam konteks disrupsi teknologi yang semakin intensif, perusahaan dituntut untuk tidak hanya responsif terhadap perubahan pasar, tetapi juga proaktif dalam mengembangkan kapabilitas inovatif. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi kasus pada beberapa perusahaan yang berhasil menerapkan strategi inovatif secara berkelanjutan. Hasil penelitian menunjukkan bahwa integrasi inovasi dalam strategi manajemen berdampak signifikan terhadap kinerja perusahaan, terutama dalam hal efisiensi operasional, peningkatan nilai tambah produk, dan penciptaan pengalaman pelanggan yang unggul. Faktor-faktor kunci yang mendorong keberhasilan transformasi inovasi meliputi kepemimpinan strategis, struktur organisasi yang adaptif, serta investasi berkelanjutan dalam teknologi dan pengembangan sumber daya manusia. Temuan ini memberikan implikasi praktis bagi manajemen dalam merumuskan strategi yang kompetitif dan relevan di era digital.
Keywords: Innovation Transformation, Strategic Management, Competitive Advantage, Digital Economy, Organizational Adaptability, Leadership, Case Study
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