Title: INVESTIGATING THE IMPACT OF FINANCIAL PERFORMANCE ON THE BUSINESS ANALYTICS PROGRAM: LESSONS DRAWN FROM THE PERSPECTIVES OF FINANCIAL EXECUTIVES
Authors:
Wilhelmus Hary Susilo*, Rita Rosalina and Yunita Syahfitri Harahap
Abstract:
In this era, multinational corporations must avoid operating under misguided strategies when implementing their vision and missions in order to navigate the complexities of industrial competitiveness, consumer engagement, intense competition, data management, customer-centric value, and incremental innovation. This research aims to address the existing gap in the literature by examining the competitive advantage derived from digital transformation within the fast-moving consumer goods (FMCG) multinational companies operating in Jakarta. The research model proposed in this study focuses on the interplay between powerful digital marketing strategies and the pursuit of enhanced financial performance, with a view to further exploring the Resource-Based View (RBV) and the Agency theory. Additionally, the research methodology employed in this study involves the use of the NVivo program for analyzing the business context and gaining insights into the processes involved in the digital transformation of FMCG multinational ventures.
Keywords: The digital marketing, FMCG multinational firms, financial performance.
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