Implementation of Strategic Decision-Making and Digital Technology to Attain Sustainable Performance in the Pakistan Context
Year: 2026
Type: article
Abstract: Advances in technology enable greater access to artificial intelligence (AI), machine learning, and virtual reality (VR) technologies. As such, firms will be required to utilize technological resources efficiently to maximize strategic management and resource utilization as access is simplified. In this study, we aim to investigate how technology influences digital-based strategic decisions and activities that ultimately influence a firm's sustainable competitive position. We surveyed 240 SMEs that employ significant levels of digital technology in their global operations and have a commercial presence in Pakistan. The SPSS Software is used for analysis. Our results demonstrate that adopting alternative strategies in technology and business model innovation significantly improve overall firm performance. Furthermore, our results show that implementing strategic actions will significantly influence sustainability in firms. This study contributes to the body of knowledge regarding the role of technology in enabling sustainable competitive positions by incorporating the following theories, the unified theory of technology acceptance and use, and the dynamic ambidexterity theory. Ultimately, this research supports integrating decision-making processes and digital technology to enhance organizational performance in increasingly complex international marketplaces.
Authors: Fahad Saddique, Nauman Mushtaq, Urenna Nwagwu
Institution: Institute of Management Sciences Lahore
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204010831