Advancing Sustainable Competitive Advantage in Sharing Economy Platforms through Dynamic Capabilities and Innovation

Abstract This commentary examines a recent thesis exploring how on-demand platforms in Indonesia, particularly Gojek and Grab, achieve sustainable competitive advantage (SCA) through dynamic marketing capabilities, market orientation, and innovation. Framed within the resource-based view (RBV) and market-based view (MBV), the study operationalises its constructs using hierarchical component models and PLS-SEM techniques, including multi-group analysis. The findings reveal that local strategic adaptation, particularly by Gojek, contributes more effectively to SCA than globally oriented strategies. Marketing innovation—spanning both product/service and communication dimensions—and dynamic capabilities emerge as critical enablers of long-term platform competitiveness. The thesis offers practical implications for digital platform managers and methodological insights for researchers, emphasising the integration of innovation and stakeholder engagement in turbulent digital markets. This commentary highlights the importance of continuous adaptation, robust measurement models, and voice strategy in the evolving landscape of the sharing economy. Keywords. Sustainable competitive advantage, sharing economy, dynamic marketing capabilities, marketing innovation, market orientation, Gojek, Grab, SEM-PLS, hierarchical component models, digital platforms, Indonesia.