HOW IMPORTANT MARKET AND TECHNOLOGICAL ALIGNMENT IN DEVELOPING PROACTIVE DECISION-MAKING AND DESIGN FLEXIBILITIES: A SYSTEMATIC LITERATURE REVIEW

Hendi Sama; Jessica Gabriella; Mangapul Siahaan

doi:10.36549/ijis.v11i1.436

HOW IMPORTANT MARKET AND TECHNOLOGICAL ALIGNMENT IN DEVELOPING PROACTIVE DECISION-MAKING AND DESIGN FLEXIBILITIES: A SYSTEMATIC LITERATURE REVIEW

Hendi Sama, Jessica Gabriella, Mangapul Siahaan

Sari

This systematic literature review examines how aligning market demands with technology fosters proactive decision-making. Synthesizing recent academic literature, it confirms that AI-driven analytics are crucial for shifting organizations to a proactive strategic posture, enhancing agility and forecasting. However, this transformation is hindered by significant challenges, including dependency on data quality, integration complexity, financial barriers, and ethical issues like algorithmic bias. Successful adoption requires robust risk management and the strategic integration of human oversight—encompassing critical evaluation and ethical judgment—into the data-driven process. This research provides a framework for balancing technological adoption with human-centric governance to help organizations remain competitive in the digital age.

Keywords: Market and Technology Alignment, Proactive Decision-Making, Design Flexibility.

Teks Lengkap:

PDF (English)

Referensi

Abayomi, A. et al. (2023). Building competitive advantage through customized bi solutions in manufacturing SMEs. International Journal of Social Science Exceptional Research, 2(2), 48–65.

Ali, M. A., & Rafique, Q. (2024). Strategic Integration of Real Options for Enhanced Valuation and Optimization in Mining Project Planning under Uncertainty: A Comprehensive Review. International Journal of Project Management, 6(2), 26–50.

Alomari, M. Q. M. (2023). The Impact of Technological Transformation on the Realm of Modern Business Management. Eximia, 12, 626–642.

Araujo, T., et al. (2020). In AI we trust? Perceptions about automated decision-making by artificial intelligence. AI & SOCIETY, 35(3), 611–623,

Asaad, R. R., et al. (2020). A Review: Big Data Technologies with Hadoop Distributed Filesystem and Implementing M/R. Academic Journal of Nawroz University, 9(1), 25–33.

Athaide, G. A., et. al. (2025). Marketing innovations and digital technologies: A systematic review, proposed framework, and future research agenda. Journal of Product Innovation Management, 42(1), 144–165.

Bankins, S., et al. (2024). A multilevel review of artificial intelligence in organizations: Implications for organizational behavior research and practice. Journal of Organizational Behavior, 45(2), 159–182.

Bayode D. S., et al. (2024). Leveraging big data for agile transformation in technology firms: Implementation and best practices. Engineering Science & Technology Journal, 5(6), 1952–1968.

Busayo O., et. al. (2021). Advancing financial stability: The role of AI-driven risk assessments in mitigating market uncertainty. International Journal of Science and Research Archive, 3(2), 254–270.

Cao, S., et. al. (2023). How Time Pressure in Different Phases of Decision-Making Influences Human-AI Collaboration. Proceedings of the ACM on Human-Computer Interaction, 7(CSCW2), 1–26.

Cortes L. J. S., et. al. (2024). Information technology and business strategic alignment in small and medium organizations: an exploratory study in Mexico. Measuring Business Excellence, 28(3/4), 458–473.

Enoch O. S., et. al. (2024). Reviewing the role of AI and machine learning in supply chain analytics. GSC Advanced Research and Reviews, 18(2), 312–320.

Enuma E., et. al. (2024). Integrating predictive analytics into strategic decision-making: A model for boosting profitability and longevity in small businesses across the United States. World Journal of Advanced Research and Reviews, 24(2), 2490–2507.

Eyitayo R., et. al. (2024). Integrating technology, market strategies, and strategic management in agricultural economics for enhanced productivity. International Journal of Management & Entrepreneurship Research, 6(7), 2112–2124.

Femi B. O., et. al. (2024). Economic impact of novel petrophysical decision-making in oil rim reservoir development: A theoretical approach. International Journal of Advanced Economics, 6(8), 407–423.

Fiemotongha, J. E., et. al. (2024). Mitigating market volatility: Advanced techniques for enhancing stability and profitability in energy commodities trading. International Journal of Management and Organizational Research, 3(1), 131–148.

Franjic, S (2023). A Few Words about the Market. Advances in Politics and Economics, 6(2), 98–106.

Foluke E., et. al. (2021). Transforming fintech product strategies through AI-augmented machine learning optimization and continuous Six Sigma feedback loops. International Journal of Science and Research Archive, 2(1), 259–277.

Gutierrez-Franco, E., et. al. (2021). Data-Driven Methodology to Support Long-Lasting Logistics and Decision Making for Urban Last-Mile Operations. Sustainability, 13(11), 6230.

Henry E. A., et. al. (2024). Theoretical Frameworks Supporting IT and Business Strategy Alignment for Sustained Competitive Advantage. International Journal of Management & Entrepreneurship Research, 6(4), 1273–1287.

Iyadunni A. O., et. al. (2024). Transforming supply chain resilience: Frameworks and advancements in predictive analytics and data-driven strategies. Open Access Research Journal of Multidisciplinary Studies, 8(2), 085–093.

Kalogiannidis et. al. (2023). Smart Sustainable Marketing and Emerging Technologies: Evidence from the Greek Business Market. Sustainability, 16(1), 312.

Kandemir, D., et. al. (2022). How can firms locate proactive strategic flexibility in their new product development process?: The effects of market and technological alignment. Innovation, 24(3), 407–432.

Karthik, S., et. al. (2023). Harnessing the Power of Artificial Intelligence in Flexible Manufacturing Systems: Enhancing Efficiency, Adaptability, and Competitiveness. Computer Science, Engineering and Technology, 1(4), 15–23.

Kovbatiuk, M. (2023). Adaptive Strategic Planning as an Effective Tool for The Development of Business Structures in The Face of Modern Challenges. Collection of Scientific Research Papers, State University of Infrastructure and Technologies Section “Economics and Management,” 53, 67–73.

Kreiterling, C. (2023). Digital innovation and entrepreneurship: a review of challenges in competitive markets. Journal of Innovation and Entrepreneurship, 12(1), 49.

M, D., Defalla, et. al. (2024). Strategic integration: Exploring the intersection of technology, finance, and management in today’s business environment. Journal of Infrastructure, Policy and Development, 8(8), 4871.

Mahadik, S., et. al. (2024). Innovations in AI-Driven Product Management. International Research Journal of Modernization in Engineering Technology and Science.

Mahmud, H., et. al. (2022). What influences algorithmic decision-making? A systematic literature review on algorithm aversion. Technological Forecasting and Social Change, 175, 121390.

Marín D, G., et. al. (2023). Analyzing Employee Attrition Using Explainable AI for Strategic HR Decision-Making. Mathematics, 11(22), 4677.

Michael O. E.. et al (2024). Leveraging technology for improved contract management in the energy sector. International Journal of Applied Research in Social Sciences, 6(7), 1481–1502.

Nneka A. O. et. al. (2024). Strategic Partnerships in The Satellite and Telecommunications Sectors: A Conceptual Review of Data Analytics-Enabled Identification and Capitalization of Synergies. Engineering Science & Technology Journal, 5(3), 716–727.

Olalekan H. O. (2023). Revolutionizing market analysis using machine intelligence, trend prediction, and large-scale data processing. World Journal of Advanced Research and Reviews, 20(3), 2197–2216.

Oliveira, A. S., et. al. (2021). Adding Technology Sustainability Evaluation to Product Development: A Proposed Methodology and an Assessment Model. Sustainability, 13(4), 2097.

Oliwatosin A. et. al. (2024). Optimizing supply chain management: strategic business models and solutions using SAP S/4HANA. Magna Scientia Advanced Research and Reviews, 11(1), 339–351.

Olumide E. U., et. al. (2024). Artificial intelligence in healthcare forecasting: Enhancing market strategy with predictive analytics. International Journal of Applied Research in Social Sciences, 6(10), 2409–2446.

Oluwaseun B. et. al. (2024). AI-driven business analytics and decision making. World Journal of Advanced Research and Reviews, 24(1), 616–633.

Omotayo B. A, et. al. (2024). Artificial Intelligence in ESG investing: Enhancing portfolio management and performance. International Journal of Science and Research Archive, 11(1), 2194–2205.

Onma E. et. al. (2024). Digital Twin Technology, Predictive Analytics, and Sustainable Project Management in Global Supply Chains for Risk Mitigation, Optimization, and Carbon Footprint Reduction through Green Initiatives. International Journal of Innovative Science and Research Technology (IJISRT), 609–630.

Osemeike G. E., et. al. (2024). Strategic approaches for successful digital transformation in project management across industries. International Journal of Frontiers in Engineering and Technology Research, 7(1), 01–011.

Patrick A. E., et. al. (2024). Leveraging big data to inform strategic decision-making in software development. International Journal of Applied Research in Social Sciences, 6(8), 1848–1867.

Prakash, D. (2024). Data-Driven Management: The Impact of Big Data Analytics on Organizational Performance. International Journal for Global Academic & Scientific Research, 3(2), 12–23.

Rane, N., et. al. (2023). Blockchain and Artificial Intelligence (AI) integration for revolutionizing security and transparency in finance. SSRN Electronic Journal.

Ranjan, P. (2023). IT-related resources, digital marketing capabilities, and business performance: moderating effects of digital orientation and technological turbulence. Industrial Management & Data Systems, 123(11), 2836–2856.

S. Shireesha, Dr. T. Varalakshmi, & E. Thara. (2024). Digital Transformation: Impact of Technology on Business Processes. International Research Journal on Advanced Engineering and Management (IRJAEM), 2(05), 1697–1700.

Sama, H. (2020). Teknologi Blended Learning Mahasiswa Di Kota Batam Dengan Metode Unified Theory Of Acceptance And Use Of Technology. CESS (Journal of Computer Engineering, System and Science), 5(2), 229-235.

Sama, H., et. al. (2021). Studi Komparasi Framework NIST dan ISO 27001 Sebagai Standar Audit Dengan Metode Deskriptif Studi Pustaka. Rabit: Jurnal Teknologi dan Sistem Informasi Univrab, 6(2), 116-121.

Santos, M. P., et. al. (2024). Impacts of Technological Innovation on Product and Service Quality and Sustainable Financial, Environmental, and Social Results in the Aeronautics Sector: A Brazilian Case Study. Sustainability, 16(8), 3476.

Schneider, D., et. al. (2020). Design for Flexibility – Evaluation Interactions between Product Properties and Production Processes. Procedia CIRP, 91, 814–818.

Siebert, J. U., et. al. (2020). Effects of proactive decision making on life satisfaction. European Journal of Operational Research, 280(3), 1171–1187.

Sintani, L., et. al. (2023). Understanding marketing strategy and value creation in the era of business competition. International Journal of Business, Economics & Management, 6(1), 69–77.

Stone, M., et. al. (2020). Artificial intelligence (AI) in strategic marketing decision-making: a research agenda. The Bottom Line, 33(2), 183–200.

Toluwanimi, A., et. al. (2024). Enabling AI-Driven Decision-Making through Scalable and Secure Data Infrastructure for Enterprise Transformation. International Journal of Scientific Research in Science, Engineering and Technology, 11(3), 482–510.

Vudugula, S., et. al. (2023). Integrating Artificial Intelligence in Strategic Business Decision-making: A Systematic Review of Predictive Models. International Journal of Scientific Interdisciplinary Research, 04(01), 01–26.

Wang, J. (2023). Navigating the AI Revolution: Job Replacements and New Opportunities in the Labor Market. Advances in Economics, Management and Political Sciences, 46(1), 10–15.

Yawised, K., et. al. (2024). Turning digital technology into an immersive marketing strategy: a strategic perspective on flexibility, agility, and adaptability for businesses. Journal of Entrepreneurship in Emerging Economies, 16(3), 742–766.

DOI: https://doi.org/10.36549/ijis.v11i1.436