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Manexia
Published by UDEX Institute
ISSN : -     EISSN : 31246532     DOI : https://doi.org/10.66203
Core Subject : Economy,
Economics, Econometrics & Finance
Manexia: Journal of Business, Management, and Creative Economy is a peer-reviewed academic journal that publishes original research articles, conceptual papers, and case studies in the fields of business, management, and creative economy. The journal aims to advance scholarly discussion and practical insights in areas including strategic management, human resource management, marketing, entrepreneurship, digital business, innovation, and creative industry development. The journal particularly emphasizes interdisciplinary approaches and contemporary issues such as digital transformation, sustainable business practices, and the development of human capital in the creative economy. Manexia welcomes contributions from academics, researchers, practitioners, and policymakers that provide theoretical contributions as well as practical implications for business and organizational development in both local and global contexts.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis dan Menejemen Intetrnasional
Articles 28 Documents
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Algorithmic Mediation of Strategic Judgment: Executive Attention, Decision Architecture, and Power Reconfiguration under Generative AI Hasan Fahmi Kusnandar
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01207

Abstract

Strategic management theory has traditionally conceptualized executive strategic judgment as a human-centered process shaped by managerial cognition, attention allocation, and hierarchical authority. The growing integration of generative AI into executive workflows challenges this view by introducing an algorithmic layer that structures how issues are surfaced, options are framed, and decisions are legitimated. This article develops a mechanism-based framework explaining how generative AI mediates executive strategic judgment through four processes: algorithmic attention structuring, probabilistic framing of strategic options, recalibration of epistemic authority, and temporal compression of decision cycles. Integrating the attention-based view of the firm, upper echelons theory, behavioral strategy, and research on algorithmic decision structures, the analysis shows that AI centrality generates non-linear effects on long-term strategic coherence. At moderate levels, algorithmic mediation enhances informational integration and responsiveness; beyond a threshold, convergence of salience, reduced framing diversity, authority centralization, and temporal compression may undermine exploratory capacity and long-term adaptability. Governance architecture, executive cognitive heterogeneity, environmental volatility, and organizational slack emerge as key boundary conditions. By repositioning generative AI as a constitutive element of executive decision architecture rather than a performance tool, this study advances a revised understanding of the microfoundations of corporate strategy in digitally intensive environments.
From Content Automation to Capability Trap: Rethinking Marketing Capabilities in the Era of Generative AI Gendhi Haris
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01203

Abstract

The rapid diffusion of generative artificial intelligence (GenAI) has intensified claims that AI systematically enhances marketing capabilities. While prior research emphasizes efficiency gains, personalization, and agility, it largely assumes a linear relationship between AI integration and strategic performance. This article challenges that assumption by developing a conceptual framework of the Generative AI Capability Trap. Drawing on dynamic capabilities theory, competence trap logic, and emerging research on digital authenticity, the relationship between GenAI intensity and marketing distinctiveness is theorized as inherently non-linear. Moderate AI integration may amplify sensing and seizing capabilities, expand creative throughput, and improve short-term performance. However, excessive reliance may compress symbolic variance, reinforce exploitation bias through KPI-driven optimization, and gradually erode adaptive creative capacity. This erosion dynamic is driven by three mechanisms—pattern convergence, creative deskilling, and algorithmic reinforcement—and is conditioned by boundary factors related to organizational learning orientation, creative governance, and industry dynamism. By reframing generative AI as a dual-edged strategic infrastructure, this study extends capability theory to probabilistic systems and introduces variance preservation as a critical lens for evaluating AI-enabled marketing transformation.
Communicative Agency and Customer Engagement  under AI-Generated Marketing Communication Didin Syahidin
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01206

Abstract

The diffusion of generative artificial intelligence (AI) in marketing communication has intensified personalization, scalability, and message optimization. Existing research largely assumes that such improvements translate proportionally into stronger customer engagement. This study challenges that implicit linearity by introducing communicative agency—the perceived locus of intentional authorship behind a marketing message—as a structurally consequential construct. Drawing on engagement theory, attribution theory, anthropomorphism research, and persuasion models, the article develops a mechanism-based framework explaining how AI-generated communication reshapes engagement through agency attribution processes. As AI intensity increases, customers are more likely to attribute communication to system-based rather than human-intentional sources. This shift enhances cognitive engagement through improved processing fluency and perceived competence, while simultaneously attenuating affective engagement by reducing perceived intentionality and relational warmth. The divergence between cognitive and affective engagement generates non-linear aggregate effects and temporally asymmetric strategic outcomes. In relationally intensive markets, excessive reliance on AI-generated communication may strengthen short-term responsiveness while weakening long-term attachment. By reconceptualizing engagement as compositionally sensitive under system mediation, the study extends engagement theory and reframes the strategic evaluation of AI-enabled marketing communication.
Digital Authenticity under Generative AI: Mechanisms of Synthetic Signal Construction and Strategic Legitimacy in Branding Nuk Ghurroh Setyoningrum; Ahmad Mundzir
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01205

Abstract

The diffusion of generative artificial intelligence (GenAI) in branding practices challenges a central assumption in authenticity research: that legitimacy derives primarily from indexical continuity between expressive artifacts and experiential origin. As firms increasingly rely on synthetic systems to produce scalable, adaptive, and stylistically coherent brand communications, the structural linkage between expression and embodied authorship becomes attenuated. This article develops a mechanism-based framework to explain how authenticity and strategic legitimacy are reconstructed under conditions of generative intensification. Integrating signaling theory, legitimacy theory, and dynamic capabilities, the analysis conceptualizes authenticity as an emergent property of orchestrated synthetic signal regimes rather than as an intrinsic attribute of origin. The framework specifies a curvilinear relationship between generative AI intensity and perceived authenticity: moderate integration enhances coherence and responsiveness, while uncalibrated intensification risks signal dilution and perceived artificiality. Perceived authenticity mediates the effect of generative intensity on strategic legitimacy, and synthetic signal orchestration capability conditions the threshold at which legitimacy erosion occurs. Contextual salience, including heritage intensity and customer epistemic sensitivity, further shapes these dynamics. By reframing authenticity as governance-dependent under digital abundance, the article extends branding theory and dynamic capabilities scholarship while providing a structured agenda for empirical examination of AI-enabled marketing transformation.
Governing Digital Markets: Institutional Architecture and Structural Power Lina Marlina
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01301

Abstract

Digital markets are increasingly structured by institutional architecture and structural power rather than technological novelty alone. Governance devices—regulatory consolidation, data localization, interoperability standards, and compliance infrastructures—reshape ecosystem configuration, dependence relations, and surplus allocation. By integrating institutional theory, ecosystem strategy, and resource dependence logic, this collection advances a governance-centered perspective on digital competition in emerging economies.
Regulatory Architectures and Market Structuring in ASEAN Digital Platform Ecosystems Lita Wulantika
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01302

Abstract

The rapid maturation of digital platform markets in Southeast Asia has coincided with intensified regulatory development across the region. While existing platform research emphasizes network effects and governance design, limited attention has been given to how regulatory systems actively structure ecosystem configuration. This article develops a mechanism-based framework explaining how regulatory architectures shape digital platform ecosystems in emerging economies. Rather than conceptualizing regulation as an external constraint, the study reframes it as an institutional infrastructure that organizes market participation, redistributes governance control, and reconfigures complementarities among interdependent actors. The framework identifies four architectural dimensions—entry structures, data governance boundaries, interoperability standards, and enforcement intensity—and specifies five structuring mechanisms through which they influence ecosystem outcomes. These mechanisms explain variations in ecosystem concentration, value capture distribution, cross-border scalability, and innovation directionality. By integrating institutional theory, ecosystem strategy, and nonmarket strategy perspectives, the article advances a structurally grounded understanding of how markets are organized in digitally mediated environments. The analysis offers theoretical contributions to institutional and platform scholarship while outlining managerial and policy implications for emerging digital economies navigating regulatory consolidation.
Platform Power and Institutional Alignment: Strategic Responses to Regulatory Consolidation in Southeast Asia Kosidin
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01303

Abstract

Regulatory consolidation is increasingly reshaping digital platform ecosystems across emerging economies. While intensified regulation is often assumed to constrain dominant platforms, its structural consequences remain under-theorized. This article develops a mechanism-based framework explaining how regulatory consolidation may recalibrate dependence relations and reinforce platform power under specific conditions. Integrating resource dependence theory, institutional response scholarship, and nonmarket strategy perspectives, the analysis conceptualizes consolidation as an institutional inflection point that raises compliance thresholds and stabilizes oversight regimes. When dominant platforms possess strong bottleneck control and developed political capabilities, they are positioned to convert regulatory stabilization into strategic advantage through institutional alignment. Compliance infrastructure becomes a source of relational leverage, while proactive regulatory engagement enhances legitimacy and competitive shielding. However, reinforcement is conditional. Where institutional complexity remains high or structural centrality is weak, consolidation may redistribute influence rather than entrench dominance. By reframing regulatory consolidation as a structurally contingent driver of ecosystem power, this study advances a power-centered understanding of how institutional stabilization interacts with digital market dominance in emerging platform economies.
Data Localization and Competitive Reconfiguration: Strategic Adaptation in Emerging Digital Economies Darsiti
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01304

Abstract

Data localization has emerged as a defining feature of digital governance in emerging economies, reshaping the institutional environment within which firms compete. While existing research largely frames data localization as a compliance burden or trade barrier, its strategic implications for competitive positioning remain underexplored. This article develops a mechanism-based conceptual framework explaining how data localization induces competitive reconfiguration through four interrelated mechanisms: cost asymmetry creation, reinforcement of territorial embeddedness, architectural modularization, and adaptive capability differentiation. Drawing on institutional theory, international business scholarship, dynamic capabilities, and platform ecosystem research, the study argues that localization policies transform data from a globally scalable resource into a jurisdiction-bound strategic asset. This territorialization alters location advantages, redefines scalability logic from global integration to regional clustering, and differentiates firms based on infrastructural flexibility and adaptive capacity. Competitive outcomes are therefore conditional rather than deterministic: firms with strong domestic embeddedness and high dynamic capabilities are better positioned to convert regulatory segmentation into strategic advantage, whereas centrally integrated and rigid architectures face heightened erosion risks. By reframing data localization as a driver of competitive reordering rather than mere regulatory constraint, the article advances understanding of how institutional boundary-making reshapes digital market dynamics in emerging economies.
Digital Interoperability and the Reconfiguration of Regional Coordination: A Mechanism-Based Perspective from Emerging Platform Economies Irwan Raharja
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01305

Abstract

Digital interoperability has emerged as a defining feature of contemporary regional digital economies, yet its role in reshaping cross-border coordination remains under-theorized. While prior research emphasizes regulatory harmonization or platform governance within domestic markets, less attention has been devoted to how interoperable infrastructures reorganize regional coordination in the absence of supranational authority. This article develops a mechanism-based conceptual framework explaining how digital interoperability reconfigures regional institutional alignment in emerging platform economies. Integrating Transaction Cost Economics, ecosystem boundary theory, and regional coordination scholarship, the study identifies four interrelated mechanisms: transaction cost compression, institutional substitution, ecosystem boundary expansion, and coordinated decentralization. Together, these mechanisms demonstrate how infrastructural synchronization can stabilize cross-border exchange without requiring political integration. The framework advances a configurational perspective, arguing that interoperability produces distinct regional outcomes depending on the degree of institutional fragmentation. By reframing interoperability as infrastructural governance rather than technical compatibility, this study contributes to strategy and institutional scholarship and offers a bounded explanation of how digital economies integrate under fragmented governance conditions.
The Inclusion–Dependency Paradox: Platform-Orchestrated SME Participation and Asymmetric Value Capture in the ASEAN Digital Economy Bambang Subeno
Manexia: Journal of Business, Management, and Creative Economy Vol. 1 No. 3 (2025): Governing Digital Markets: Structure and Power
Publisher : UDEX Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66203/manexia.01307

Abstract

Platform ecosystems have become central infrastructures for small and medium-sized enterprise (SME) participation in emerging digital economies. While platform-mediated inclusion is widely associated with opportunity expansion, its structural consequences for autonomy and surplus distribution remain under-theorized. This article develops the concept of the Inclusion–Dependency Paradox to explain how platform-orchestrated SME participation simultaneously enhances value creation and intensifies structural dependence. Integrating platform ecosystem theory, resource dependence logic, value creation–value capture distinctions, and embeddedness scholarship, the analysis proposes a mechanism-based framework linking governance centralization, control over critical resources, and asymmetric value capture. Platform inclusion lowers entry barriers and expands market access, thereby increasing SME value creation capacity. However, concentrated control over algorithmic visibility, transactional infrastructure, and data flows reconfigures bargaining asymmetries and shapes surplus allocation. The model specifies a curvilinear relationship between inclusion and autonomy, suggesting that high levels of participation under centralized governance conditions amplify dependency risks. By reframing inclusion as structurally contingent rather than inherently empowering, this study advances a distribution-sensitive perspective on SME participation in digitally mediated markets.

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