Designing market-driven strategies sebagai dynamic strategic choice: Tinjauan konseptual dan ilustrasi analitis
DOI:
https://doi.org/10.60036/jbm.1199Keywords:
Designing Market-Driven Strategies, Dynamic Strategic Choice, Dynamic Capability, Strategic Transformation, Strategic FitAbstract
Tujuan – Artikel ini bertujuan merekonseptualisasi Designing Market-Driven Strategies (DMS) sebagai dynamic strategic choice yang terbentuk melalui proses value interpretation, strategic fit evaluation, trade-off prioritization, capability reconfiguration, dan dynamic strategic transformation dalam menghadapi dinamika lingkungan bisnis modern.
Desain/metodologi/pendekatan – Penelitian ini menggunakan pendekatan conceptual review dengan metode scoping review terhadap berbagai literatur terkait market-driven strategy, dynamic capability, strategic fit, strategic trade-off, dan strategic transformation. Analisis dilakukan melalui sintesis konseptual terhadap artikel ilmiah nasional dan internasional yang relevan. Selain itu, artikel ini menggunakan transformasi strategi Netflix sebagai analytical illustration untuk memperkuat pembahasan konseptual yang dibangun.
Temuan – Hasil penelitian menunjukkan bahwa Designing Market-Driven Strategies tidak lagi dapat dipahami hanya sebagai proses pemasaran yang bersifat linier melalui segmentasi, targeting, dan positioning, tetapi berkembang menjadi dynamic strategic selection logic yang bersifat adaptif dan integratif. Strategic choice dipengaruhi oleh interpretasi nilai pasar, tekanan lingkungan bisnis, strategic fit, keterbatasan sumber daya, strategic trade-off, serta kemampuan organisasi dalam melakukan capability transformation secara berkelanjutan. Ilustrasi transformasi Netflix memperlihatkan bahwa strategi berbasis pasar modern berkembang sebagai dynamic strategic selection logic yang membentuk continuous strategic learning cycle, sehingga organisasi mampu mempertahankan relevansi dan keunggulan kompetitif di tengah dinamika lingkungan bisnis.
Keterbatasan penelitian – Penelitian ini menggunakan pendekatan conceptual review dan analytical illustration sehingga belum melakukan pengujian empiris secara langsung terhadap model konseptual yang dibangun. Selain itu, penggunaan Netflix sebagai ilustrasi analitis menyebabkan pembahasan lebih berfokus pada konteks industri digital dan perusahaan berbasis teknologi. Penelitian selanjutnya dapat mengembangkan pengujian empiris terhadap model dynamic strategic selection logic pada berbagai konteks industri yang berbeda.
Implikasi – Secara teoritis, penelitian ini memperluas perspektif Designing Market-Driven Strategies dari pendekatan marketing implementation menuju perspektif dynamic strategic selection yang lebih integratif dan berbasis transformasi organisasi. Secara praktis, penelitian ini menunjukkan pentingnya strategic flexibility, capability alignment, dan kemampuan organisasi dalam melakukan adaptive strategic transformation di tengah dinamika lingkungan bisnis yang semakin kompleks.
Kebaruan – Kebaruan penelitian ini terletak pada rekonseptualisasi Designing Market-Driven Strategies sebagai dynamic strategic selection logic yang mengintegrasikan market orientation, dynamic capability, strategic fit, strategic trade-off, dan strategic transformation dalam satu kerangka konseptual yang adaptif dan berkelanjutan.
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