<![CDATA[This article aims to provide a conceptual review of strategy implementation in strategic management by integrating two main approaches: competitive advantage and global sustainability. In the context of the dynamics of the ever-changing business environment, organizations are required to not only achieve a competitive position, but also be responsible for social, environmental, and governance (ESG) aspects. This study reviews the strategy implementation framework from the book by David F.R and David F (2017) and the global sustainability approach from the book by Wheleen L.T and Hunger, D.J (2012), then synthesizes the implementation model to show how alignment between short-term goals (competitiveness) and long-term vision (sustainability) can be achieved through synchronization of strategic elements. The results of the study indicate that the integration of the two approaches requires a paradigm shift in strategy planning and implementation, with an emphasis on innovation, cross-sector collaboration, and adaptation to global standards..]]>
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