NON-ZERO-SUM STRATEGY IN THE DIGITAL AGE: INTEGRATION OF EFFICIENCY, ADAPTIVE SELLING, AND ESG (ENVIRONMENTAL, SOCIAL, GOVERNANCE) INVESTMENTS

Abstract

The acceleration of digitalization and global technological disruption has changed
the business competitive landscape from a linear model to an interconnected
ecosystem. However, most business actors are still trapped in the zero-sum game
paradigm of the belief that one party's profits can only be obtained at the expense
of the other. This research offers a conceptual alternative through a non-zero-sum
strategy approach that is oriented towards collaboration, shared value creation,
and balance of interests between stakeholders. The novelty of this research lies in
the integration of the three strategic pillars of digital-based operational efficiency,
adaptive sales growth, and sustainable investment based on ESG (Environmental,
Social, and Governance) principles as a complete framework in building a
collaborative business model in the digital era. The method used is a literature
study with content analysis from various national and international sources to
formulate a conceptual model that is relevant to the Indonesian business context.
The results of the study show that the integration of the three pillars forms a nonzero-sum strategy that is able to increase competitiveness while maintaining
economic and social sustainability. This research contributes to enriching the
strategic management literature through the development of collaborative
paradigms that are applicable to the digital and sustainable business ecosystem.