Competitive Advantage Research Articles

Operational excellence in African markets: unveiling its drivers, processes and impacts through a mixed-methods approach

Purpose The aim of this study is to explore the concept of operational excellence (OPEX) in the context of African businesses. It seeks to identify the main themes, topics and trends within the OPEX discourse and to uncover emerging areas and potential directions for future research. By emphasizing the unique challenges and opportunities in African markets, this study aims to broaden the understanding of OPEX and its applicability in diverse business environments. Design/methodology/approach This study adopts a mixed-methods approach, combining qualitative and quantitative analyses. Using topic modeling and text analytics, the study examines a range of scholarly literature and social media content. The methodology involves a meticulous extraction and analysis of data from peer-reviewed journals, alongside an exploration of themes emerging from social media, blogs and forums. This approach allows for a comprehensive understanding of OPEX trends in both academic and practical contexts. Findings The study reveals that OPEX in African businesses is intricately linked with innovation, strategic leadership, cultural dynamics, global market integration and data analytics. Key findings include the importance of integrating cultural understanding into operational strategies, the role of adaptive leadership in navigating the African market and the necessity of aligning operational processes with global trends, innovations and data-driven insights. The research also highlights the unique challenges African firms face, such as balancing local and global business practices, leveraging cultural diversity for competitive advantage and harnessing the power of data analytics for OPEX. Originality/value This research contributes original insights into the understanding of OPEX in African business contexts, an area that has been relatively under-explored in existing literature. It offers a novel perspective by integrating academic and practical viewpoints, thereby providing a more holistic understanding of OPEX. The findings have significant implications for both business leaders and researchers, offering strategic directions for firms operating in or with African markets and suggesting new avenues for academic inquiry in the field of OPEX.

Craft and strategic entrepreneurship: Exploring and exploiting materiality, authenticity, and tradition in craft‐based ventures

AbstractResearch SummaryThis work explores the intersection of strategic entrepreneurship and craft‐based ventures, focusing on the integration of materiality, authenticity, and tradition in the creation of competitive advantage. Craft, historically rooted in artisanal, small‐scale production, has evolved into “advanced craft,” requiring high expertise while also engaging with modern economic goals such as scaling, technological adoption, and global value chains. Craft‐based strategic entrepreneurship embraces creativity and innovation, alongside traditional values and high‐quality production, to engage with the modern economy without the alienating effects of industrialization. We highlight how craft entrepreneurs balance the pursuit of innovation with the preservation of authenticity and heritage. By examining the materiality, authenticity, and tradition embedded in craft, our work contributes to the understanding of how these elements influence competitive advantage and the broader relationship between economy and society in entrepreneurial ventures.Managerial SummaryWe offer practical insights for owners and managers in craft‐based ventures seeking to balance tradition with modern business strategies. As the craft sector evolves into “advanced craft,” entrepreneurs must integrate artisanal expertise with scalable operations, technology adoption, and global market engagement. We highlight how successful craft ventures maintain high quality, authenticity, and cultural heritage while embracing strategic entrepreneurship practices like innovation, planning, and partnerships with larger organizations. For owners and managers, the key takeaway is the importance of preserving the unique values of craftsmanship—such as materiality, authenticity, and tradition—while also adopting modern tools like advanced technology and marketing strategies to scale and compete. By understanding these dynamics, craft‐based businesses can enhance their competitive advantage, foster meaningful customer engagement, and navigate challenges like technological disruption and market expansion without losing their core identity.

Leveraging green artificial intelligence for green competitive advantage: testing a mediated moderation model

PurposeIn today’s competitive business landscape, organizations are increasingly recognizing the strategic advantage of implementing sustainable practices to gain a competitive edge. This study aims to investigate the effect of green artificial intelligence (AI) on achieving a green competitive advantage, examining the mediating roles of green organizational learning, green product innovation and green process innovation. Additionally, the research explores the moderating role of perceived green climate in the relationship between green AI and these mediating factors.Design/methodology/approachThis research examined companies in Isfahan, Iran, that have varying levels of artificial intelligence adoption within their business processes. The target population consisted of 148 senior managers from these companies. This study uses structural equation modeling to examine the proposed model.FindingsGreen AI positively impacted green organizational learning and green process innovation but not green product innovation. In addition, the results showed that green organizational learning, green product innovation and green process innovation had positive effects on green competitive advantage. Finally, the results showed that the perceived green climate did not play a moderating role in the relationship between green AI and these mediating factors.Practical implicationsOrganizations should prioritize green AI initiatives, foster a culture of green learning and invest in green innovation to achieve sustainable growth and outpace competitors in the environmentally conscious marketplace.Originality/valueThis study positions itself at the forefront of research on green AI and green competitive advantage. It offers a unique framework by examining the combined effects of green AI, green learning and both product and process innovation on achieving a sustainable competitive advantage.

Enhancing Patient Satisfaction by Healthcare Service Providers: A Systematic Literature Review

Aims: The aim of this study is to identify the primary determinants and emerging trends that influence patient experiences patient experiences. Study Design: Through a systematic review of scholarly literature, an investigation examines the pivotal elements that drive patient satisfaction outcomes in innovative healthcare service delivery contexts. Place and Duration of Study: The study was conducted in healthcare service innovation. The duration of the study around six months by analyzing articles published between 2019 and 2023 in Scopus-indexed academic journals. Methodology: Following the PRISMA guidelines, this study analyzed 54 peer-reviewed articles to examine the relationship between service quality, communication, digital transformation, physical environment, waiting time, and healthcare accessibility on patient satisfaction. Results: The findings emphasize the increasing trend toward patient-centered care and the integration of technology to improve service delivery. These results underscore the importance of continuous service improvement and innovation in healthcare to meet patient expectations and enhance satisfaction. The study concludes that addressing these key factors is essential for healthcare providers to achieve higher patient loyalty, better health outcomes, and a competitive advantage. Future study should focus on further integrating digital solutions and patient-centered approaches to drive improvements in customer satisfaction in healthcare settings. Conclusion: The review indicates that service quality, characterized by reliability, responsiveness, and empathy, is the most significant determinant of customer satisfaction. Communication between healthcare providers and patients is also identified as a critical factor, with clear and empathetic interactions significantly enhancing patient trust and satisfaction. Digital transformation, including telemedicine and electronic health records, emerges as a key innovation in improving service efficiency, reducing waiting times, and expanding access to care. The physical environment and waiting times are also noted as important contributors to patient satisfaction, influencing their overall experience in healthcare facilities.

Competitive Advantages in the Aerospace Industry: Current Information Technologies

This article focuses on analysing how the strategic application of modern information technology (IT) serves as a driving force for achieving and maintaining a competitive edge within the airline industry. In response to the growing digital landscape, airlines are leveraging advanced IT solutions to streamline operations, drive innovation, and enhance overall performance. By conducting an in-depth review of existing literature, examining case studies, and engaging with industry experts, the study seeks to uncover critical IT trends and their influence on competitive positioning in aviation. Additionally, it aims to address the challenges and opportunities of IT integration, offering practical guidance for industry professionals to manage the complexities of digital transformation effectively. IT is viewed as a pivotal factor in advancing productivity, with its extensive application playing a crucial role in optimizing production resources and strategic assets. This fosters the ongoing modernization of traditional industries, while also boosting societal productivity and operational efficiency.

TRENDS IN THE DEVELOPMENT OF THE RESTAURANT SERVICES MARKET: METHODS OF DETERMINATION AND CHARACTERISTICS

Methodical approaches to determining the current state and development trends of the restaurant services market which serve as a toolkit for forecasting future dynamic changes in the industry and planning measures for the adaptation of enterprises to the new conditions of the organization of their activities are considered in the article. The purpose of this article is the study of modern trends in the development of the restaurant services market and the formation of methodical approaches to their determination. In this study, based on the analysis of the external environment of restaurant establishments, the main methods for determining the current state of the catering services market are established, which include the methods of analyzing market stability, consumer preferences, competitive environment, and segmentation. With the help of the formed methodological toolkit, the following is carried out: survey of consumers; study of new popular dishes, recipes, technologies and trends in the industry; analysis of menus, concepts, price policy; forecasting future directions of industry development. The use of these methods allows: to determine the features of demand, supply and market equilibrium; evaluate and characterize changes in consumer needs; establish competitive advantages and disadvantages in the operation of the enterprise; determine the target audience according to established criteria. Based on the mentioned approaches and methods, the main trends affecting the development of the restaurant services market were identified and characterized. Thus, it was proven that the key directions of the development of the restaurant services market are the growing popularity of healthy food, the development of social media and information technologies, technological progress, and the development of gastronomic tourism. Certain methods are used as a tool for determining trends in the development of the industry, which provide the ability to adapt restaurant enterprises to dynamic changes in the service market. They include: marketing research methods, analysis of trends in the gastronomic industry, observation of competitors, cooperation with specialists and experts, analysis of changes in consumer demand. With the help of these methods, the main trends in the development of the restaurant business were determined, namely: economic, gastronomic, technological innovations, macroeconomic and demographic factors. These trends characterize the demand for restaurant services, the development of the restaurant business, digital development, changing consumption habits and the state of the consumer market.

Measuring the Connection Between Open Innovation, Dynamic Capabilities, and LinkedIn in Tech-Based Companies

AbstractOrganizations face challenges in acquiring the necessary expertise and dynamic capabilities (DCs) to rapidly develop products and services due to the current technological environment. Open innovation (OI) offers greater flexibility by enabling cooperation with external partners and motivating personnel to adopt new business approaches. Social media can play a crucial role in this strategy, providing valuable information that can enhance the performance of innovation projects by accessing market insights and innovative technical solutions. The article aims to analyze how social media and OI strategy, integrated with DCs, can enhance business opportunities and challenges. This research proposes an analytical framework contributing to literature and theory on using social media analysis to gauge innovation strategy implementation and contrast it with DC theory. It provides a comprehensive framework addressing essential characteristics to navigate changing scenarios by using an innovative method (netnography) to understand and measure companies’ interaction on social media, utilizing primary data (surveys on openness to innovation) and secondary data (LinkedIn data analyzed through machine learning and natural language processing). The empirical section of the paper quantifies the strategic advantages of OI and DCs with a focus on eight innovative multinational tech-based corporations, analyzing their “degree of openness” and adaptability. Organizations that are more open and accumulate integrated knowledge gain competitive advantages, enhancing their ability to innovate, coordinate, rapidly market, and respond to market changes, demonstrating the development of DC alongside OI. Managerial implications relate to the need to match OI strategy with DCs associated with social media.

Age-Stage, Two-Sex Life Tables of Megalurothrips usitatus (Bagnall) and Frankliniella intonsa (Trybom) on Different Bean Pods Under Laboratory Conditions: Implications for Their Competitive Interactions

As two major pests of cowpea in South China, bean flower thrips [Megalurothrips usitatus (Bagnall)] and flower thrips [Frankliniella intonsa (Trybom)] always occur on the same plant. In this study, the two-sex life table parameters of these two species were investigated on three bean pods: cowpea (Vigna unguiculata L. var. Chunqiu Wujiadou), snap bean (Phaseolus vulgaris L. var. Yonglong 3), and green bean (Phaseolus vulgaris L. var. Linghangzhe) using standard cut bean protocols. Longevity of female adult M. usitatus showed no significant difference on cowpea and snap bean, but was shortest on green bean, with the highest fecundity on snap bean, followed by cowpea and green bean. Longevity and fecundity of female adult F. intonsa were both highest on cowpea, followed by snap bean and green bean. On snap bean, the population parameters (R0, GRR, T) of M. usitatus were higher than F. intonsa, whereas r and λ were not different, suggesting that M. usitatus were more competitive on snap bean. On cowpea, the population parameters (R0, GRR, r, λ) of F. intonsa were higher than M. usitatus, suggesting a competitive advantage of F. intonsa on cowpea. To better mimic field conditions, we investigated the survival and fecundity of adult M. usitatus under two distinct scenarios: when they could feed directly on cut surfaces of cowpeas (standard lab protocol), and when they could not. Adult survival of M. usitatus is not significantly influenced by whether or not they fed directly on cut surfaces of cowpeas. However, a notable decrease in fecundity was observed in M. usitatus that fed on surface-covered cut pods. This suggested that direct feeding on cut surfaces of cowpea did have an impact on thrips’ fecundity, offering fresh perspectives for future research into the growth and development of thrips in a laboratory. Our study suggests that experiments involving cut surfaces may be misleading, and further investigations are ongoing to address these concerns.

Data lakes: Opportunities, Challenges, Threats and Ways to Mitigate Them

Data lakes, which collect and store huge amounts of structured and unstructured data, are currently one of the most important technological tools. Their structure differs from traditional databases, as they are more flexible and allow organizations to store diverse data in a single repository for further processing and analysis. Their use is advisable in many fields, ranging from business and science to public administration. However, the rapid development of data lakes presents new challenges. The paper presents the key characteristics of data lakes and data warehouses, along with a comparative analysis. It discusses the opportunities for using data lakes, which are related to the diversity of the data stored within them. The main stages of data mining from lakes are presented. The strengths of using data lakes are also described. The paper places great emphasis on analyzing the risks associated with data lakes and proposes ways to mitigate them and the future prospects of data lakes are presented. The paper places significant emphasis on analyzing the risks associated with data lakes and proposes ways to mitigate them. Future perspectives for data lakes are also presented. Working with data lakes is a complex but important process. With the right approach and consideration of the challenges outlined in this paper, organizations will be able to maximize the potential of data lakes and gain competitive advantages.

The plus side of size: relationship between brand experience and consumers trust and loyalty on a Brazilian brand

Brands that focus their efforts on experience gains competitive advantage, generating greater customer loyalty and trust. In Brazil, when a brand wins the trust of its consumers through brand experience, it gains loyalty (Tomiya, 2012; Eberle, Gasparetto & Milan, 2020). Thus, the present study sought to analyze the influence of the brand experience on consumers' trust and loyalty in a plus size fashion brand of Santa Catarina, Brazil. The research was carried through a survey with the brand customers from all over Brazil and had a total of 391 respondents. The survey was classified as a quantitative approach with a transversal approach. Results demonstrate that brand experiences significantly influence brand loyalty and trust. Accordingly, trust also positively influences loyalty. Consequently, the study provided greater insights for managers, entrepreneurs and academics within the field. As it is, now it is possible to have better knowledge when it comes to what to do as a way to provide better customer experience as a way to achieve loyalty and trust. Benefits rely on the acquisition of new customers and the involvement and engagement of customers with the brand through personalized content, unboxing specials and attention to consumers' needs

The impact of big data adoption on competitive advantage in achieving sustainable development goals: the moderating role of mimetic pressure

The impact of big data adoption on competitive advantage in achieving sustainable development goals: the moderating role of mimetic pressure

The Strategic Integration of ESG Metrics in Performance Evaluation: Insights from Management Accounting Practices

The integration of Environmental, Social, and Governance (ESG) metrics into performance evaluation has become increasingly vital in achieving corporate sustainability and competitive advantage. This study investigates the impact of ESG metrics on organizational performance within the framework of strategic management accounting (SMA). Using a quantitative approach, secondary data were collected from ESG reports of 100 publicly listed companies across various industries. The analysis employs multiple linear regression to examine the relationships between ESG dimensions—Environmental, Social, and Governance—and financial performance indicators, including Return on Assets (ROA), Return on Equity (ROE), and Tobin’s Q. The results reveal a significant positive correlation between ESG scores and financial performance, with the Environmental dimension exhibiting the strongest influence (β = 0.45, p < 0.01), followed by Social (β = 0.30, p < 0.05) and Governance (β = 0.25, p < 0.05). Firms with high ESG scores (≥75) reported 15% higher ROA and 20% higher ROE than those with lower scores. These findings underscore the importance of integrating ESG into SMA practices to enhance transparency, stakeholder trust, and sustainable decision-making processes. This study contributes to the literature by providing a comprehensive evaluation framework that aligns ESG metrics with corporate objectives. Practical recommendations include adopting global ESG standards, improving transparency in ESG reporting, and prioritizing strategic initiatives in sustainability. Future research could explore the long-term effects of ESG integration on non-financial outcomes, such as brand reputation and employee satisfaction.

Marketing intelligence and competitive advantage of small businesses in Lagos State

Every business entity wants to perform and have a reasonable position in the market and this could be achieved when the business entities have and transform information in their disposal. Thus, the study examined marketing intelligence and competitive advantage of small businesses in Lagos State. The study used descriptive research design and simple random sampling method. The study collected data from the primary source of data collection through the use of questionnaire as the research instrument. 381 copies of questionnaire were administered to the small business owners in Lagos State but 277 were returned and found usable. The regression analysis indicated that product intelligence has a positive and significant effect on competitive advantage of small businesses. Also, competitive intelligence has a positive and significant effect on competitive advantage of small businesses. The study concluded that marketing intelligence is a determinant to attainment of competitive advantage of small businesses in Lagos State. Thus, the study concluded that small businesses should continue to collect information about their product and process the information to achieve business objectives and the small business should continue to gathers and analyzes information about its industry, business environment, competitors, and products with the goal of directing their future strategy as to have performed better and have a position in the market.

Research on Impact of Equity Costs and Environmental Costs on Supply-Side Classified Water Pricing

The classified water pricing system is an effective measure for promoting the rational utilization of water resources under market mechanisms. Studying the water prices of three different types of water sources, including reservoir water, river water, and wastewater treatment plant effluent, is the basis for promoting the use of reclaimed water. However, there remains a spectrum of viewpoints on how to establish a pricing mechanism for reclaimed water at present. This study primarily focuses on the multi-level quality-separated water supply system in Yiwu City, China. It analyzes the limitations of the current water pricing formation mechanism and the externality of integrating reclaimed water into the unified allocation of multiple water sources. Based on the principles of full-cost water pricing and externality theory, a supply-side classified water pricing permit cost and pricing calculation model, covering the entire process of the social water cycle, is proposed. It focuses on the analysis of the impact of equity costs and environmental costs on supply-side classified water pricing. The Shapley value method is used for the technology of cost allocation among stakeholders to reasonably distribute the calculated water pricing of reclaimed water. The price of reclaimed water varies depending on the user type, with residential users paying 2.93 CNY/t, industrial users 4.00 CNY/t, and government allocations at 8.52 CNY/t. Compared with the classified water prices of various stakeholders on the user side of reservoir water, reclaimed water has a significant price advantage. This research demonstrates that the supply-side classified water pricing model, which includes a permit cost and pricing calculation framework, can encourage the supply of higher-quality water at corresponding higher prices, while also providing the internalization of external costs. Furthermore, the Shapley value method of cost allocation can realize the fair burden of stakeholders on the calculated water price and maintain the competitive advantage of reclaimed water prices.

Geosmin Events Associated with Dolichospermum circinale Abundance Promoted by Nitrogen Supply in a Chinese Large Tropical Eutrophic Reservoir

Taste and odor (T/O) compounds are a global threat in drinking water, mainly produced by cyanobacteria in freshwater environments. Temperature plays a crucial role in regulating geosmin dynamics in temperate and subtropical lakes, while its influence may be lower in tropical waters. To better understand the factors affecting geosmin occurrence in tropical waters, a dataset from a field investigation conducted in a large tropical reservoir was analyzed. The water temperature varied between 16 °C and 32 °C, with geosmin concentration ranging from below the detection limit (3 ng/L) to as high as 856 ng/L. Elevated geosmin levels exceeding > 10 ng/L were observed over the whole year except for in September, suggesting that the annual temperature was suitable for geosmin production. Among the diverse cyanobacteria, Dolichospermum circinale was identified as the main producer of geosmin in the reservoir, both by correlation analysis and cells’ geosmin measurements. Geosmin concentration was also significantly related to the abundance of D. circinale. None of the environmental variables (temperature, pH, transparency and nutrients) were significantly directly correlated with geosmin concentration. But the high total nitrogen significantly explained the increase in D. circinale abundance associated with geosmin elevation. Our results suggest that nutrients, particularly nitrogen, directly affected the competitive advantage and abundance of key geosmin producers and thus modified geosmin levels in this tropical reservoir. Our study thus hints at the possible management of the geosmin problem through nutrient reduction in tropical reservoirs.

Transformasi Digital: Peran Sistem Informasi Manajemen Dalam Meningkatkan Efisiensi Organisasi

Digital transformation has become an urgent need for organizations in the face of rapid technological change. The role of management information systems (MIS) is very important in increasing operational efficiency, speeding up decision making, and optimizing resource allocation. This research aims to analyze the impact of SIM implementation on organizational performance, with a focus on how information technology is used to support business processes, increase productivity and reduce operational costs. This study also explores the challenges organizations face in the MIS adoption process as well as the factors that influence the success of digital transformation. With a better understanding of the role of MIS, organizations can maximize the benefits of digital technology to achieve competitive advantage.

Identifying employee engagement drivers using multilayer perceptron classifier and sensitivity analysis

AbstractEmployee engagement is increasingly important, as it can become a competitive advantage for companies, helping them increase productivity, attract talent and improve customer satisfaction. Numerous works have studied the drivers that encourage employee engagement and have developed models to identify them. However, the existing models have limitations, and the literature demands more research on the subject since the precision of the models still needs to improve. This paper presents a computational model that can estimate the drivers of employee engagement accurately. A sample of 205 Spanish employees was used, allowing us to consider a wide sectorial heterogeneity. Different methods have been applied to the sample under study to achieve a high-precision model, selecting drivers using the Multilayer Perceptron Classifier and quantifying the impact of the drivers with Sensitivity Analysis. The results obtained in this research present important implications for the managerial improvement of human resources departments by facilitating the design of strategies and policies that foster employee engagement, which significantly influences corporate results.

DETERMINANTS AND BENEFITS OF KNOWLEDGE MANAGEMENT: CASE OF THE DRGB SONATRACH TRC

Knowledge management has become essential for organizations seeking a sustainable competitive advantage. However, its success depends on several prerequisites. This article aims to provide an overview of knowledge management applied within an Algerian company, the Regional Directorate of Bejaia, for transporting hydrocarbons by pipelines, "DRGB SONATRACH TRC." To this end, we employed two research instruments: an interview guide for a hierarchical manager and a questionnaire addressed to employees. Our final sample consists of 51 employees from various professional categories. SPSS version 23 was used for the analysis of the collected data, and the non-parametric Spearman's rho correlation test was utilized to verify the research hypotheses. Our findings indicate that knowledge management in the studied enterprise manifests through the combination of five subprocesses: creation, acquisition, application, sharing, and storage of knowledge. These processes are influenced, to varying degrees, by the following determinants: organizational culture, leadership, information technologies, and strategy. Our study also highlighted the benefits of knowledge management, such as increased market share, improved quality of products and services offered, and enhanced company image and productivity. In light of these results, we recommend the formalization of knowledge management practices and their integration into the company’s strategy, the promotion of a flexible compensation system that includes rewards for innovative ideas and solutions, as well as the relaxation of bureaucratic procedures to encourage individual initiatives and creativity. This study enriches the existing literature, which tends to analyze the knowledge management process in a fragmented manner, by proposing a focus on concrete mechanisms applicable in practice. Its practical contribution is reflected in the identification of strengths to leverage and obstacles to overcome.

The role of chinese culture and strategic orientation in enhancing competitive advantage and firm performance in Indonesian chinese family companies

Chinese culture plays an important role in shaping the dynamics of family businesses in Indonesia, especially in the context of increasingly intense business competition. This study aims to address gaps in understanding the influence of Chinese culture, including guanxi culture, Confucian inheritance, and the succession process, as well as strategic orientation, namely entrepreneurial orientation and market orientation, on firm performance, with competitive advantage as a mediating variable. The research method used in this study is a quantitative method with a data analysis approach using Structural Equation Modeling (SEM). Data were collected through surveys distributed to 232 Chinese family businesses in Bekasi and DKI Jakarta. The sample was selected using a non-probability sampling technique with a purposive sampling approach, where companies were chosen based on certain criteria, such as family structure, years of operation, and family member involvement in management. The data collection instrument consisted of structured questionnaires containing questions about corporate culture, strategic orientation, competitive advantage, and firm performance. The results of the study show that competitive advantage significantly mediates the influence of the succession process, entrepreneurial orientation, and market orientation on firm performance. However, guanxi culture and Confucian inheritance do not show a significant influence on firm performance, either directly or through competitive advantage. These findings contribute theoretically with five novel models related to the relationship between Chinese culture, strategic orientation, and firm performance in Indonesia. The implications of this study suggest that Chinese family businesses need to focus more on innovation, market adaptability, and succession management to maintain competitiveness and enhance business performance, while traditional values such as guanxi and Confucianism may require further adaptation to remain relevant in the modern business context.

Smart channel – The next step in the evolution of marketing channels

The evolution of marketing channels has progressed from multichannel to omnichannel strategies, driven by advancements in technology and shifting consumer expectations. This paper introduces the concept of the smart channel as the next step in this evolution, enabled by technologies from the Fourth Industrial Revolution (4IR), such as artificial intelligence (AI), machine learning, the Internet of Things (IoT), robotics, virtual and augmented reality, big data, etc. The paper examines the historical development of marketing channels, highlights the limitations of existing omnichannel strategies, and explores how smart channels address these gaps. By utilizing intelligent automation and predictive analytics, smart channels enhance customer satisfaction, streamline processes, and provide competitive advantage for the early adopters. This conceptual paper emphasizes the transformative potential of smart channels to unify physical and digital touchpoints, creating a cohesive and adaptive marketing infrastructure. It concludes by identifying key challenges, such as investment needs and technological integration, while suggesting directions for future research. Ultimately, the smart channel represents a pivotal advancement in marketing, redefining the interaction between brands and consumers in an increasingly dynamic marketplace.