<![CDATA[Abstract: This research aims to examine the paradigm shift from competitive advantage to adaptive advantage in strategic management in the midst of an increasingly dynamic and uncertain business environment. The method used is a qualitative approach through narrative literature review of contemporary strategic management literature. The results show that competitive advantage is relatively static and less responsive to change, while adaptive advantage emphasizes the organization's ability to adapt sustainably through dynamic capabilities and strategic agility. This research proposes a conceptual model that integrates environmental turbulence, dynamic capabilities, and organizational agility. The contribution of this research is to provide a new, more contextual perspective in the development of strategic management in the digital age. Keywords: adaptive advantage; dynamic capabilities; strategic agility; environmental turbulence; strategic management. Abstrak: Penelitian ini bertujuan untuk mengkaji pergeseran paradigma dari keunggulan kompetitif menuju keunggulan adaptif dalam manajemen strategik di tengah lingkungan bisnis yang semakin dinamis dan tidak pasti. Metode yang digunakan adalah pendekatan kualitatif melalui narrative literature review terhadap literatur manajemen strategik kontemporer. Hasil penelitian menunjukkan bahwa keunggulan kompetitif bersifat relatif statis dan kurang responsif terhadap perubahan, sedangkan keunggulan adaptif menekankan kemampuan organisasi dalam beradaptasi secara berkelanjutan melalui dynamic capabilities dan strategic agility. Penelitian ini mengusulkan model konseptual yang mengintegrasikan environmental turbulence, dynamic capabilities, dan organizational agility. Kontribusi penelitian ini adalah memberikan perspektif baru yang lebih kontekstual dalam pengembangan manajemen strategik di era digital.. Kata kunci: keunggulan adaptif; kemampuan dinamis; kelincahan strategis; turbulensi lingkungan; manajemen strategik]]>
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