INTEGRATION OF MARKET RESEARCH AND SWOT ANALYSIS IN FORMULATING ADAPTIVE BUSINESS STRATEGIES IN RESPONSE TO TECHNOLOGICAL DISRUPTION, COMPETITIVE INTENSITY, AND GOVERNMENT REGULATORY DYNAMICS IN THE DIGITAL ECONOMY ERA: A SYSTEMATIC LITERATURE REVIEW
Keywords:
Market Research, SWOT Analysis, Adaptive Business Strategy, Digital Economy, Technological Disruption, Competitive Intensity, Government Regulation, Strategic ManagementAbstract
The rapid development of the digital economy has created new strategic challenges for businesses, driven by technological disruption, intensifying competition, and evolving government regulations. This study aims to analyze the integration of market research and SWOT analysis in formulating adaptive business strategies using a systematic literature review. Using a qualitative library research method, relevant academic publications indexed in reputable databases were systematically reviewed to synthesize current knowledge and identify research gaps in adaptive strategy development. The findings indicate that data-driven market research enhances an organization's understanding of market dynamics, while SWOT analysis helps firms evaluate internal and external strategic factors. The integration of these approaches supports more flexible and responsive business strategies, enabling firms to maintain competitiveness and sustainability in rapidly changing digital environments. This study contributes by proposing an integrative perspective that bridges fragmented strands of the strategic management literature and offers recommendations for future research on adaptive strategy formulation in digital economies.
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