<![CDATA[Penelitian ini membahas hubungan antara strategi kompetitif, inovasi, dan orientasi pasar sebagai faktor utama dalam mendukung keberhasilan serta daya saing bisnis. Dengan menggunakan pendekatan kajian literatur sistematis, artikel ini mengeksplorasi bagaimana masing-masing elemen tersebut berkontribusi terhadap penciptaan nilai dan keunggulan bersaing yang berkelanjutan. Strategi kompetitif membantu perusahaan memosisikan diri di pasar melalui efisiensi biaya, diferensiasi, atau fokus pada segmen tertentu. Sementara itu, inovasi memungkinkan perusahaan untuk menciptakan produk, proses, dan model bisnis yang relevan dan disruptif. Di sisi lain, orientasi pasar menjadi dasar bagi perusahaan untuk memahami kebutuhan pelanggan dan dinamika pasar, yang mendukung efektivitas strategi dan inovasi. Hasil kajian menunjukkan bahwa integrasi antara ketiga elemen tersebut sangat penting dalam menghadapi tantangan kompetitif di era modern. Artikel ini juga menawarkan implikasi praktis bagi perusahaan untuk mengoptimalkan pendekatan strategisnya guna menciptakan keunggulan bersaing yang berkelanjutan. In this research, the nature of the competitive strategy, innovation, and market orientation are analyzed as the foremost factors contributing towards an adequate business success and competitiveness. This article pursues the systematic literature review method by which lays down the manner in which each of the factors contributes to the creation of value and sustainable competitive advantage. According to competitive strategy, however, firms position themselves in the market either by cost efficiency, difference, or focus on the specific segments. Then, by innovation, a company is capable of creating better, more appropriate, and often radically different products, services, technologies, processes, and business models. On the contrary, market orientation forms the basis on which a company understands customer needs and dynamics, thus fostering better strategies and innovation. The review reveals that the integration of these three components is essential for that competitive challenge of the present time. Finally, the article outlines the implications of this for practice, within which organizations can optimize their strategic moves for the achievement of sustainable competitive advantages.]]>
