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

Author

Listed:
  • Purnoto Purnoto

    (Hasanuddin University)

  • Mahlia Muis

    (Hasanuddin University)

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.

Suggested Citation

  • Purnoto Purnoto & Mahlia Muis, 2026. "The Role of Strategic Direction and Innovation Strategies in Enhancing Competitive Advantage: Evidence from Majoo," Advances in Economics, Business and Management Research,, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-709-5_78
    DOI: 10.2991/978-94-6239-709-5_78
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