Leveraging technology to maintain competitive advantage: A pilot study

Abstract

This paper represents a conceptual framework that explores the leveraging of innovated technology in today business world. In dynamic and rapidly changing market environment like food and beverages industry, small and medium enterprise need to always reflects to any changes occurred. Through the innovative technologies, the business operation are more effective and efficiency, however, the dependency on these innovative technologies to ensure the sustainability of the business are still questionable. This study examines the relationship between automation and artificial intelligence (AI), cloud computing and software-as-a-service (SaaS), digital platform marketplace and big data analytic have on achieving the sustainability of competitive advantage of SME F&B sector. The theory of disruptive innovation are echoes around the relationship, serves as framework foundation for both academic research and practical implication for the future researcher.