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Action Research Literate (ARL)
Published by Ridwan Institute
ISSN : 26139898     EISSN : 28086988     DOI : https://doi.org/10.46799
Core Subject : Education, Social,
Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences
Action Research Literate is a scientific journal in the form of research and can be accessed openly. This journal is published biannual by Syntax Corporation Indonesia. Development of the company make the this Journal is transferred management to the Ridwan Institute which became the part of of Syntax Corporation Indonesia. Action Research Literate provides a means for ongoing discussion of relevant issues that fall within the focus and scope of the journal that can be empirically examined. This journal publishes research articles covering multidisciplinary sciences, which includes: Humanities and social sciences, contemporary political science, Educational sciences, religious sciences and philosophy, economics, Engineering sciences, Health sciences, medical sciences, design arts sciences and media.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 701 Documents
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Navigating Market Paradoxes: A Philosophical Reconstruction of MSME Marketing Strategy in the Era of Digital Transformation Setyo Putranto, Ardhi
Action Research Literate Vol. 10 No. 3 (2026): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v10i3.3087

Abstract

The marketing strategy development process can be characterized as nonlinear, iterative, and responsive to new technologies, market opportunities, and evolving social ethics. This article aims to contribute to the investigation of the application of dialectical philosophy to the evolution of marketing practices, particularly concerning micro and small enterprises (MSEs). This article is the result of an exploratory literature review and thematic analysis of scientific communication published between 2020 and 2026. The marketing practices of MSEs are subject to paradoxical, and especially dualistic, factors, including tensions between resource constraints and technology adoption, data-based personalization versus individual privacy, and the ethics of disruptive digital business innovation. From a dialectical perspective, these dualisms are not merely obstacles; rather, they can be viewed more positively as focal points that enable organizations to adjust, grow, and improve strategies under resource limitations. An integrated dialectical marketing philosophy provides a framework for MSEs that captures this iterative process and, above all, aims to achieve an ethically, contextually, and constructively evolving sustainable paradigm—the Positively Change Framework. When small and micro enterprises (SMEs) develop marketing strategies, they should give careful consideration to both ethics and context.

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