Strategic Drivers Research Articles

AI-Based Marketing Mix Model of Consumer Electronics Industry

This study explores the role of artificial intelligence (AI) in reshaping the marketing mix in Indonesia’s consumer electronics industry, focusing on traditional marketing elements—product, price, promotion, and place—along with service marketing elements such as people, process, and physical evidence. The primary novelty of this research lies in its approach of positioning AI not merely as an operational tool, but as a strategic driver of growth, essential for crafting responsive and consumer-centered marketing strategies, emphasizes AI’s role as a catalyst for strategic decision-making within the marketing framework. Using a qualitative case study of a major electronics company in Indonesia, data was gathered through interviews with industry practitioners and consumers, as well as document analysis and observation. Findings indicate that AI-driven strategies enhance operational efficiency, support product innovation, enable dynamic pricing, and facilitate targeted promotions, all of which elevate the user experience to align with evolving consumer needs. This study makes significant contributions to both theory and practice by presenting a conceptual framework that highlights AI’s role as an integral part of marketing mix strategies, positioning it as a vital tool for achieving sustainable, consumer-oriented growth in the digital age.

Counter-Activism Against Ideological Opponents: Evidence Based on the Competitive Dynamics of Corporate Engagement in Advocacy Giving

A growing body of literature has sought to understand the strategic drivers of corporate activism, emphasizing the ideological composition of a firm’s workforce as its salient internal driver. Despite these advancements, however, the heterogeneity in its effect remains underexplored, leaving it unclear when employee ideology is more likely to translate into activism. I address this gap by considering competitors’ actions—another important driver uncovered in the scholarship—as a key source of heterogeneity. I examine how these actions can shape the external context in which a firm’s employees evaluate the value of its activism, thereby influencing the firm’s incentives to act on employees’ preferences. My central conjecture is that activism by so-called ideological opponents of a firm’s employee base will be a particularly strong driver of its own activism. This is because actions taken by competitors who hold stances opposite to those valued by a firm’s employees can create a temporal window during which the firm can gain enough employee appreciation for its activism—particularly counter-activism opposing the stance of the competitor. Leveraging the donation records of corporate foundations to advocacy nonprofits as a novel channel for studying corporate activism, I find support for this conjecture. Consistent with my theory, I further find that this effect is driven by firms whose employees hold homogeneous ideological preferences and arises primarily around issues with strong ideological contention. Supplemental Material: The online appendix is available at https://doi.org/10.1287/orsc.2023.17382 .

Perceptions of CSR initiatives as a strategic driver in strengthening relationships among banks and Italian consumers: an empirical approach in the Italian banking context

PurposeCorporate social responsibility (CSR) activities are increasingly prominent in the current agendas of firms, regulatory agencies and consumers worldwide. It is vital for banks to understand how consumers perceive CSR activities, as such activities strengthen their brand equity building. This study examines the relationship between financial consumers’ perceptions of banks’ CSR initiatives and brand equity, identifying a mediating influence of consumer trust and satisfaction.Design/methodology/approachThe survey was conducted by distributing questionnaires to Italian banking consumers (941 valid responses). The research hypotheses were tested using structural equation modeling and confirmatory factor analysis.FindingsOur analysis reveals that consumers’ perceptions of banks’ CSR initiatives directly affect brand equity. Moreover, trust and satisfaction positively mediate the relationship between consumers’ perceptions of CSR initiatives and brand equity in the Italian banking industry.Originality/valueThese findings advance understanding by making a novel contribution to the literature; they also have managerial implications. In terms of literature advancement, we provide new evidence related to a context with specific features, namely Italy. From a managerial perspective, this study highlights the importance of informing Italian customers about and promoting awareness of sustainable activities. In turn, client perceptions affect the banks’ value.

Model Sustainability Competitive Advantage for Manufacturing SMEs: A Structural Equation Modelling Approach

This study aims to analyze the influence of strategic drivers on cleaner production and increasing the sustainable competitiveness of manufacturing Small and medium-sized enterprises (SMEs) in Indonesia. The manufacturing SMEs studied were the Batik cloth and clothing industry. The number of samples in this research was 365 Batik SME entrepreneurs in Indonesia, taken using a purposive sampling method. The analysis data used is Partial Least Square-Structural Equation Modelling (PLS-SEM). This study found that strategic drivers, namely entrepreneurial orientation and management knowledge orientation, directly affect cleaner production and indirectly affect the sustainable competitive advantage of Batik SMEs in Indonesia. Cleaner production, innovation capabilities, and business networks directly influence the sustainable competitive advantage of Batik SMEs in Indonesia. This research contributes to developing a model of sustainable competitive advantage in SMEs using a strategic driver and environmental sustainability approach. This article aims to study the factors influencing sustainable competitive advantage in manufacturing industries in developing countries.

Augmented Reality for Air Quality Monitoring: Case Study in the Marche Region (Italy)

Abstract. Augmented Reality (AR) allows the real world to be enhanced through the overlapping of digital information generated by an algorithm or software amplifying the user's perception. In this research, the potential of AR is exploited by applying it to the problem of air pollution visualization to raise awareness of the issue. It is well known that the principal sources of air pollution include industry, domestic heating, traffic, production processes and more others. According to European Environment Agency, air pollution is the largest environmental health risk in Europe in 2022 affecting respiratory and cardiovascular diseases and premature deaths. A suitable combination of GIS-based procedures for data analysis and georeferencing, AR systems for the visualization and exploitation of the results, can be a strategic driver. The research presented in this paper has been experimented in the Marche Region, in the central part of Italy, and in particular the city of Ancona. The pollutant data collected come from 17 Agenzia Regionale per la Protezione Ambientale delle Marche (ARPAM) meteorological ground-based stations located in Marche Region. The data processing have been executed using the software ArcGis Pro instead of a 3D City Model has been acquired from the online 3D ArcGIS platform. According to the Dlgs.155/2010 regulation, the AQI index (Air Quality Index) has been provided by the interpolation of the meteorological ground stations data. The visualization phase has been tackled exploiting in a WebGIS platform and an APP by AR. A 3D immersive visualization is made using five AQI level of air quality (excellent, good, fair, poor, bad) in order to increase the urban sensing.

Emotional Intelligence as a Strategic Driver of Competitive Advantage and Service Quality in the Banking Industry

This research aims to determine whether emotional intelligence (EI), particularly in government-owned commercial banks, is a valid measure of service quality in the banking sector. The study aims to ascertain how emotional intelligence (EI) raises the caliber of services, with a particular emphasis on the departments of operations, credit, and customer service. Using a quantitative methodology, data were collected through purposive sampling from 284 employees in particular bank branches in Kathmandu. The findings show that emotional intelligence (EI) and service quality are highly correlated. Workers with higher EI are more adept at managing their emotions, positively relating to clients, and offering superior customer service. Self-awareness, social awareness, and relationship management are crucial in enhancing service quality, with relationship management exerting the most significant influence. The study's limited scope focusing only on government-owned banks in a particular area may restrict its applicability opening up new avenues for future studies on emotional intelligence in private banking and other sectors of the economy.

The ‘hangar of the future’ for sustainable aviation

AbstractSustainability is becoming a major strategic driver within the aviation industry, which has moved from providing primarily economic benefits to delivering the ‘triple bottom line’, including social and environmental impact as well as financial performance. Sustainable aviation is also being tracked by the International Civil Aviation Organisation (ICAO) Global Collation for Sustainable Aviation. Operations and Infrastructure is an important near-term opportunity to deliver sustainability benefits. Digital Technologies, Integrated Vehicle Health Management (IVHM) and Maintenance Repair and Overhaul (MRO) play a prominent role in implementing these benefits, with a particular focus on operational efficiencies. As part of this, the sustainable smart hangar of the future is a concept that is becoming more and more important in forming the future of the aviation industry. The Hangar of the Future is an excellent opportunity for innovation, combining the progress in manufacturing, materials, robotics and artificial intelligence technologies. Succeeding in developing a hangar with these characteristics will provide us with potential benefits ranging from reduced downtime and costs to improved safety and environmental impact. This work explores some of the key features related to the sustainable smart hangar of the future by discussing research that takes place in DARTeC’s (Digital Aviation Research and Technology Centre) hangar led by the IVHM Centre in Cranfield. Additionally, the paper touches on some longer-term aspirations.

Situational control and strategic choices during supply chain disruptions: case studies of SME exporters

PurposeMotivated by the severe impact of global supply chain disruptions and the lack of understanding of supply chain resilience from an SME exporter perspective in the international marketing literature, this paper sets out to explore how SME exporters achieve resilience through strategic choices related to sourcing and manufacturing during global disruptions.Design/methodology/approachThe study adopts a qualitative, multiple-case-studies approach to identify the key strategic drivers and contextual factors influencing SME exporters’ supply chain resilience. Our study adopted an SME exporter perspective and featured an unprecedented global supply chain disruption context. New Zealand (NZ) was chosen as the key home country context for the participants of this study. Five NZ SME exporters were selected for our case studies.FindingsThis study redefines buffering, bridging and a mixed strategy for an SME exporter facing global supply chain disruptions. SME exporters with high situational control are likely to pursue a buffering strategy that reduces their resource dependence on foreign suppliers and their reliance on information support from these suppliers. In contrast, when the firm perceives little control over the supply chain, it will decide upon a bridging strategy that aims to build solid relationships with supply chain partners. Exporters opt for a mixed strategy when they do not see themselves clearly in high or low situational control.Research limitations/implicationsAs global disruptions arise and evolve, supply chain uncertainty and exporters’ sense of situational control manifest differently across industries, product lines, markets and sourcing countries. It is essential to understand that firms can choose a mixed strategy based on these supply chain conditions. While our study was fortuitously timed, conducting multi-country studies could provide more comparative insights that transcend national borders. Additionally, our study did not examine organizational and capability-based factors. Future research may benefit from exploring how an SME exporter develops strategic capabilities to achieve resilience over its lifetime.Practical implicationsBusinesses see survival as the most pivotal concern during a global supply chain disruption. Many companies have had to make on-the-spot decisions about whether they should shift or redesign their supply chains in the middle of a global disruption. There is no “best strategy” for an SME exporter to take. Rather, managers should make strategic decisions based on how much control or influence they have over a particular part of their supply chain. The level of control is determined by the SME exporter’s overall resource dependencies and information needs in particular parts of their supply chain.Originality/valueWe adopt resource dependence theory and information processing theory to guide our study and place exporters' situational control in the centre of drivers to firms' strategic choices during global disruptions. We make a novel attempt to incorporate the contextual conditions of the COVID-19 pandemic into the theorization of supply chain resilience. We make managerial recommendations to help SME exporters navigate global supply chain disruption challenges.

Strategic Drivers for Sustainable Competitiveness in the Alcohol Manufacturing Firms in Kenya: A Case of East African Breweries Limited

Strategic Drivers for Sustainable Competitiveness in the Alcohol Manufacturing Firms in Kenya: A Case of East African Breweries Limited

Pengaruh Motivasi Kerja terhadap Kinerja Karyawan di Courtyard By Marriott Bali Seminyak Resort

Human resources (HR) play a crucial role in organizations as strategic drivers to face market competition. One important factor affecting performance is work motivation. This reaserch aims to examine the impact of work motivation on employees performance at Courtyard by Marriott Bali Seminyak Resort. The research employs a descriptive quantitative approach, using purposive sampling with 68 respondents. Data analysis is conducted using Simple Linear Regression. The results show that work motivation significantly and positively affects employee performance at Courtyard by Marriott Bali Seminyak Resort. The analysis indicates that work motivation accounts for 65% of the impact on employee performance, with the remaining 35% influenced by factors not covered in this study. Thus, increased employee motivation correlates with improved performance. To enhance employee performance, management support is essential, including increasing employee motivation through appropriate salary, benefits, and health insurance.

The antecedents of top management’s involvement in green technology innovation

ABSTRACT Green technology innovation is a vital strategic driver for the sustainable development of an organization and is pitched toward energy conservation, pollution mitigation, and waste recycling. This study investigates the influence of the green technology orientation of the top management on a hotel’s green competitive advantage. It considers the effects of green human capital, green structural capital, and green relational capital. It adopts a partial least square structural equation model (PLS-SEM) to test hypotheses using 380 data samples from top employees of hotels in the USA. The statistical results show that corporate environmental ethics, stakeholder pressure, and market demand for green processes positively affect green technology involvement. Furthermore, findings of green human and structural capital positively affect green competitive advantage. The study sheds light on the significance of green competitive advantage in the hotel industry while providing novel perspectives on the deficiencies and vulnerabilities of the competitive hotel business.

Strategic opportunities for nature-based solutions: Lessons for policy and practice from cross-city comparisons

Nature-based solutions (NbS) can address urban infrastructure challenges exacerbated by climate change (e.g., flooding) and contribute to citizens’ quality of life, supporting both environmental and social policy goals. Despite those advantages, NbS can be a difficult ‘sell’ for policy makers in a wider context of social uncertainty and austerity. To support greater insight into the issues affecting market uptake, this scoping study draws on data from a EU Horizons project. The experience of government and business stakeholders in six cities (Liverpool, Valladolid, Izmir, Mantua, Ludwigsburg, and Medellin), serve as illustrative cases of market uptake from the NbS provider perspective. Drawing on interview, survey and secondary data, three strategic drivers (and barriers) of NbS investment emerged: Socio-cultural, financial and governance. At operational level, four types of NbS (Grand, customized, large scale and niche) and four types of strategic opportunities emerged: Tolerable (low cost: low benefit), Ruinous (high cost: low benefit), Best case (low cost: high benefit) and Aspirational (high cost: high benefit). On the supply side, funding and maintenance capabilities are the primary barriers to NbS implementation. On the demand side, insight into public perception of NbS is crucial. Drawing from this data, the three pillars of successful NbS projects are: (1) Relevant policy frameworks (global, national and municipal), (2) supporting mechanisms and resources for public-private partnerships and (3) engaging all stakeholders through targeted communications emphasizing all forms of value.

The relationship between urbanization, energy consumption, economic growth, and carbon dioxide emissions in middle eastern countries: Saudi Arabia, Jordan and Egypt

The Middle East region is a strategic driver of the global economy. However, ensuring environmental sustainability in the context of rapid urban and economic changes remains a major challenge for most Middle Eastern countries. Although researchers have widely examined factors affecting carbon dioxide emissions (CO2), little attention has been paid to the Middle Eastern countries. This study uses an ARDL model to examine the nexus between urbanization, energy consumption, economic growth, and CO2 emissions for three Middle Eastern countries, (Saudi Arabia, Egypt and Jordan) based on panel data for the period from 1990 to 2023. Findings reveal that urbanization has had no significant impact on CO2 emissions in Egypt; this is not in line with the findings for Saudi Arabia and Jordan, where urbanization has reduced CO2 emissions in the long- and short-run, indicating that urban policies are well matched with environmental goals in both countries. However, empirical results indicate that energy consumption has had a positive effect on CO2 emissions in the long- and short-run in all three countries and economic growth has also had a positive impact on CO2 emissions. The fact that economic growth has been unable to mitigate CO2 emissions indicates a mismatch between economic policies and environmental goals. This article suggests a series of valuable insights for policymakers to reduce CO2 emissions.

The polyphony of deviance: the impact of deviant workplace behavior on digital transformation

Purpose The purpose of this study is to explore the impact of deviant workplace behavior on digital transformation in the public sector. This contributes to the current literature on public sector digital transformation as well as to that of deviant workplace behavior in public sector contexts. Design/methodology/approach The authors conduct a qualitative case study of a digital transformation initiative in a Swedish municipality. Findings The authors identify three types of institutional drift related to digital transformation, i.e. decelerating digital transformation, maintaining infrastructural stability and accelerating digital transformation. The authors categorize mediators for said drift and theorize on the role of deviant workplace behavior as a strategic driver for digital transformation in public sector organizations. Research limitations/implications With the study being a qualitative case study, it is limited in terms of generalizability and transferability. Through this study, the authors sensitize the notion of digital transformation and show how deviant behavior results in strategic polyphony. Future studies are informed through offering a new perspective to public sector digital transformation strategy. Practical implications Practice should view deviant workplace behavior as simultaneously constructive and destructive in lieu of planned digital transformation, as well as see its presence as a potential sign of subpar prerequisites for digital transformation in the public sector. Social implications Through this study, deviant workplace behavior is highlighted as a source of strategic polyphony and hence an important aspect of public sector digital transformation strategy. Originality/value Through being the first paper, to the best of the authors’ knowledge, to apply the theory of institutional drift to digital transformation settings as well as identifying the impact of deviant workplace behavior on digital transformation, the study offers novel insights.

Disruptive Factors in Product Portfolio Management: An Exploratory Study in B2B Manufacturing for Sustainable Transition

Business-to-business (B2B) manufacturing companies are increasingly confronted with transformative trends such as sustainability, digitalization, and servitization. These trends are changing how product portfolios are developed, and how value contributions are assessed, and therefore have disruptive potential. Dealing with these disruptive factors in Product Portfolio Management (PPM) is a largely unexplored topic. This study presents an empirical-qualitative exploration that contributes significantly to the field. The aim is to clarify the extent to which disruptive factors influence the evaluation and shaping of the product portfolio in B2B manufacturing companies. The Gioia method was used to evaluate 21 semi-structured interviews with experts from leading B2B manufacturing companies. Eight overarching challenges in PPM resulting from disruptive factors were identified. Based on the eight overarching challenges and their associated causal relationships, two aggregated dimensions of action were derived: (1) increasing speed and flexibility by using generative artificial intelligence (AI) in a defined PPM process and (2) adjusting the product portfolio evaluation to consider various strategic drivers. These two dimensions of action call for future research to overcome the disruptive factors in PPM.

Strategic Drivers of Food Industry Performance: Quantifying Impacts of Market, Sustainability Orientations and Dynamic Capabilities

Strategic Drivers of Food Industry Performance: Quantifying Impacts of Market, Sustainability Orientations and Dynamic Capabilities

Strategic drivers of innovation as a lever for the competitiveness of agribusiness to face COVID-19

PurposeThis work sought to analyze targeted innovation strategies used during the pandemic to maintain companies’ competitiveness.Design/methodology/approachThe methodology was a systematic literature review, analyzing how these factors can be used as leverage in decision-making and suggesting a framework tool.FindingsAs a result, nine factors were identified as drivers to stimulate competitiveness, bringing insights to structure actions in times of crisis to support agribusiness.Research limitations/implicationsWith this work, it is possible that other companies can base themselves and use the strategic drivers of innovation evidenced to remain competitive in the market during a period of crisis. As this is a systematic review of the literature, the application of a case study, for example, is a limitation, which could be a continuation of the work.Practical implicationsAs this is a systematic review of the literature, the application of a case study, for example, is a limitation, which could be a continuation of the work.Originality/valueThis work has high value because it brings insights into strategic drivers of innovation that tend to leverage or maintain the competitiveness of agribusinesses in times of crisis. With the discussion carried out on the data obtained, it is possible that agribusinesses or other types of companies can be based for decision-making in a crisis scenario from innovative actions that generate competitive advantage.

Shift to customer-centricity, its challenges and the future of smart supply chains

This paper delves into the evolving landscape of the supply chain and logistics industry, emphasising the growing imperative of customer-centricity. It examines key drivers propelling this shift, such as the surge in e-commerce, evolving customer expectations and intensified market competition. Beyond these primary forces, the common denominator facilitating customercentric supply chains is the comprehensive availability of customer data across diverse supply chain functions. Focusing on real-world examples, the paper unveils how businesses are tailoring products and services to foster customer-centric supply chain experiences using sustainable and collaborative supply chains. It also addresses challenges faced by companies while balancing operational efficiency with customer needs. Looking ahead, the paper navigates the trajectory of smart supply chains in an era marked by unprecedented global events such as the COVID-19 pandemic and geopolitical conflicts. It outlines strategic drivers such as real-time execution, sustainability, predictive demand forecasting and leveraging technologies such as artificial intelligence (AI) and machine learning (ML) for a smarter, more adaptive supply chain. Readers can expect to glean insights into the multifaceted dimensions of customer-centric supply chains, learning about successful strategies, challenges and the roadmap for future-proofing supply chains in an increasingly dynamic global landscape. This paper offers actionable insights to adapt and innovate in an era where customer-centricity and smart supply chains are pivotal for sustainable success.

An Analytical Study of the Growth of Loan Schemes in HDFC Bank

Abstract: This study conducts an in-depth analysis of the growth trajectory of loan schemes within HDFC Bank, a leading player in the banking industry. Through an exploration of the diverse loan products offered by the bank, their performance metrics, and the strategic drivers behind their expansion, this research aims to unveil the key factors contributing to the successful growth of HDFC Bank's loan portfolio. Utilizing a combination of quantitative data analysis, case studies, and expert insights, this study provides a comprehensive perspective on the strategies and elements propelling the sustained growth of loan schemes at HDFC Bank

Strategic drivers for the deployment of energy economics principles in the developing construction industry: A Nigerian perspective

AbstractIn developing countries, there is a scarcity of research focusing on the factors that drive the adoption and utilization of energy economics principles (EEPs). EEPs encompass a diverse set of strategies and practices designed to encourage energy efficiency, promote the adoption of renewable energy sources, and foster sustainable energy practices among construction stakeholders. Despite their potential benefits, such as reducing energy consumption and greenhouse gas emissions, there remains a knowledge gap regarding the specific drivers influencing the implementation of EEPs in developing countries. Therefore, this study addresses this knowledge gap by examining the primary drivers for utilizing EEPs in the Nigerian construction industry. To achieve this objective, a quantitative research approach was adopted. Close‐ended questionnaires were developed and distributed to professionals in the construction industry, encompassing architects, builders, engineers, and quantity surveyors. The normality of the data was confirmed through univariate skewness and kurtosis analysis. Based on the relative importance index (RII) and mean scores, the highest‐ranked driver was government policies and regulations, followed by economic growth and job creation. Environmental sustainability ranked third, while energy cost savings and return on investment occupied the fourth and fifth positions respectively. Through exploratory factor analysis and fuzzy synthetic evaluation, six key criteria that drive the adoption of EEPs were identified: financial‐related drivers, environmental‐related drivers, social‐related drivers, government‐related drivers, technological‐related drivers, and behavioral‐related drivers. By identifying these six distinct clusters of drivers, this study enhances the understanding of the drivers for implementing EEPs, ultimately facilitating the transition to more energy‐efficient and sustainable practices in the construction sector and beyond.