Semarang, 9/9 (Undip Public Relations) – Rapid changes driven by digital technology have made the business world increasingly dynamic. To remain relevant and competitive, companies are required to apply strategic management as a structured approach to making major decisions and achieving long-term goals.
Strategic management consists of four main processes: environmental analysis (internal and external), strategy formulation, strategy implementation, and evaluation and control. In the digital era, these processes are strengthened by modern concepts focusing on technology adoption, market responsiveness, and continuous innovation.
The Role of Strategic Management in the Digital Era
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Adapting to technological change. According to the Resource-Based View (RBV), companies with unique capabilities, such as adopting big data, artificial intelligence (AI), and the Internet of Things (IoT), can create added value.
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Responding to market changes. Porter’s Five Forces model highlights pressures from competitors, customers, suppliers, substitutes, and new entrants. With accessible data, companies must respond quickly to customer needs and preferences.
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Continuous innovation. The Blue Ocean Strategy encourages companies to seek untapped markets rather than competing in saturated ones.
Key Components of Strategic Management in the Digital Era
- Digital environmental analysis. Tools such as SWOT and PESTEL help map opportunities and threats. For instance, AI offers significant opportunities, while data privacy regulations can pose risks if neglected.
- Digital transformation. In line with the Dynamic Capabilities theory, companies need to adapt quickly through process automation, big data utilization, and IoT integration.
- Human resource management. Applying the Balanced Scorecard, particularly the learning and growth perspective, companies should train employees in digital skills, encourage innovation, and build a collaborative work culture.
- Product and service innovation. Within Porter’s Value Chain, innovation plays a supporting role in creating competitive advantage through the development of relevant products and services.
Case Studies in Indonesia
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Tokopedia. As one of Indonesia’s largest e-commerce platforms, Tokopedia has successfully applied strategic management by adopting big data and AI to enhance user experience through personalized recommendations. Collaboration with partners and continuous innovation in digital payments have further strengthened its market position.
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Gojek. Originally launched as an online ride-hailing service, Gojek has evolved into a digital ecosystem covering transportation, payments, logistics, and financial services. Its success in diversification and sustainable innovation demonstrates how strategic management can expand business reach and strengthen competitiveness in a highly dynamic market.
Strategic management in the digital era is not merely a survival tool but a way to achieve rapid growth. By applying theories such as RBV, Five Forces, Dynamic Capabilities, and the Balanced Scorecard, companies can both confront challenges and create opportunities. Adaptation, innovation, and measurable strategies remain the key to strengthening competitiveness in today’s digital age.