RESEARCH IN SCIENCE OF PERSONALIZATION AND CROSS-DISCIPLINARITY FOR COMPETITION IN MEETING PLANNERS DESTINASI JAKARTA, INDONESIA

Abstract Business problems that are becoming increasingly complex require wise solutions so that the best alternatives can be found to overcome them. This paper develops a theoretical framework to elucidate how medium-sized enterprises (MMEs) can exploit the opportunities presented by the digital era to generate sustainable competitive advantages for scaling their businesses. To investigate this phenomenon, an explanatory case study methodology was employed. Primary data were collected through questionnaires administered to a proportionally stratified sample of 30 business owners. Explanatory case study approach is particularly appropriate for examining the complex interplay of factors influencing scaling in MMEs. Collected data were tabulated and subjected to multiple linear regression analysis to identify significant relationships. The analysis reveals the critical role of individualization, interdisciplinarity, cost leađership, and đifferentiation in formulating effective competitive strategies for scaling within the digital environment. This study offers a novel perspective by highlighting the importance of cost leadership, and individualization driven differentiation as essential competitive levers for MMEs seeking to scale in the digital age. It is important to acknowledge that the chosen theoretical perspective may not fully encompass all relevant dimensions, suggesting avenues for future research.