Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)

📍Makassar, Indonesia🗓️ 6-8 October 2025
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The Role of Strategic Direction and Innovation Strategies in Enhancing Competitive Advantage: Evidence from Majoo

Authors
Purnoto Purnoto1, *, Mahlia Muis1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: purnoto24a@student.unhas.ac.id
Corresponding Author
Purnoto Purnoto
Available Online 20 June 2026.
DOI
10.2991/978-94-6239-709-5_78How to use a DOI?
Keywords
Strategic Direction; Innovation Strategies; Competitive Advantage; Digital startups; Majoo
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
20 June 2026
ISBN
978-94-6239-709-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-709-5_78How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Purnoto Purnoto
AU  - Mahlia Muis
PY  - 2026
DA  - 2026/06/20
TI  - The Role of Strategic Direction and Innovation Strategies in Enhancing Competitive Advantage: Evidence from Majoo
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 1137
EP  - 1147
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_78
DO  - 10.2991/978-94-6239-709-5_78
ID  - Purnoto2026
ER  -