DIGITAL MARKET INTELLIGENCE AND CUSTOMER VALUE CREATION IN MSMEs: AN INTEGRATIVE DYNAMIC CAPABILITY FRAMEWORK

Finny Redjeki (Universitas Sangga Buana YPKP, Bandung, 40124, Indonesia)
Maya Ariyanti (Telkom University, Bandung)

Jesocin : Journal of Jabar Economic Society Networking Forum
Vol. 2 No. 4 (2025): Jesocin : April

This conceptual paper develops an integrative framework for digital market intelligence and customer value creation in micro, small, and medium enterprises (MSMEs). It synthesizes established literature on the resource-based view, dynamic capabilities, organizational learning, absorptive capacity, social capital, resilience, and entrepreneurial ecosystems. The analysis explains how customer feedback, service recovery, process learning, trust formation, and continuous adaptation can be organized into proportionate managerial routines. No primary survey, interview, experimental, or statistical data are claimed. The framework proposes diagnosis, capability mapping, bounded experimentation, evidence review, governance, resource reconfiguration, and learning retention as a cumulative cycle.