Title:
THE DIGITAL TRANSFORMATIONS AND ENHANCE THE MARKET POSITIONS: INSIGHT THE R-A THEORY

Authors:
Steven Sukianto, Martawi and Wilhelmus Hary Susilo*

Abstract:
The multinational- corporate should not operate within the misguide to implemented the vision and missions in the heterogeneous- industrial competitiveness and the consumer's engagement, tight competitions, data, customer-based value, and incremental innovation. This study would be the inquiry of fulfillment the research gap with the competition- advantage within market positions from the digital transformation within multinational firms. The novelty research model has the intervening variables- the powerful digital marketing and the focus creation in customer- value that could be more exploring the R-A theory. Furthermore, the research methods were conducted with the confirmed strategy in structural equation modeling within an entire latent variable.

Keywords:
Enhance digital transformations, the market positions, R-A Theory.