The Role of Strategic Direction and Innovation Strategies in Enhancing Competitive Advantage: Evidence from Majoo

Purnoto Purnoto () and Mahlia Muis
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Purnoto Purnoto: Hasanuddin University
Mahlia Muis: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 1137-1147 from Springer

Abstract: Abstract This study examines the impact of Strategic Direction (SD) and Innovation Strategies (IS) on Competitive Advantage (CA) in startups, with a focus on Majoo, a digital business application company based in Makassar, Indonesia. Using a survey of Majoo employees, the study explores how these two variables interact to enhance a startup’s competitive position in a dynamic market. The results show that both SD and IS significantly affect CA, with IS demonstrating a slightly stronger impact. The study finds that a clear strategic vision (SD) and innovative business models (IS) together create a powerful synergy, enabling startups to differentiate themselves and stay competitive. These findings highlight the importance of combining strategic planning with innovation to achieve sustainable growth. The research contributes to the understanding of strategic management in startups and provides actionable insights for managers in Indonesia, particularly those in the digital sector, to effectively navigate market challenges and secure a long-term competitive advantage.

Keywords: Strategic Direction; Innovation Strategies; Competitive Advantage; Digital startups; Majoo (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_78

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DOI: 10.2991/978-94-6239-709-5_78

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