Strategic Mangement Reivew Article

Title: The Impact of Recent Technological Advances on
Internal Forces and Strategic Decisions in Organization

Salam Salama, Maen Hendawi, Abdullah abu zant. G#1
AL Najah University, An-Najah National University
Faculty of Higher Studies
Highway and Transportation Department
ARTICLE INFO Abstract

Article history: Received 24 March 2024 In the age of speed in which we live, the impact of modern technological
progress on internal forces plays an important role in influencing the strategic
decision-making process. In this paper, we conduct a review of ten research
Key words:
Intelligent manufacturing Industry 4.0 papers published after 2010 that focus on key developments such as Industry
Internet of Things 4.0, the Internet of Things (IoT), radio frequency identification (RFID), artificial
Internal force intelligence, and machine learning. This review provides insight into the pivotal
Organization role of technology is doing to reshape organizations, especially
Marketing
Management
strategic planning.
Introduction
In this time of full competition between firms in the business sector in the world, there is no doubt
that technological innovations play an important role in formulating strategies and even in the
structure of the organization, and with the emergence of Industry 4.0, the Internet of Things, smart
factories, and machine learning, Artificial intelligence (AI), it has led to a qualitative shift in the
method and pattern of work. Companies from a strategic standpoint and internal forces more
precisely. In this paper, we will review the impact of these technological developments on internal
forces and strategic decision-making frameworks and be able to answer about how the technology
effect on the internal audit of the firms, first of all diving in the way and the methodology on how
we select the articles , then what is the internal forces that affect the organization ,after that talking
about the base of technology that playing a critical roll in organization decision and strategic , then
showing case study of competitive firms used technology that improve its performance against
other firms finally its end with conclusion that show the impact of recent technology on internal
forces.
Methodology
Determine research patterns and determine ways for future studies, and in order to determine the
mechanism and scientific methodology for the process of searching for review papers that talk
about the topics of the impact of modern technology on improving the internal factors of any
organization. systematic approach was deemed appropriate because it enhances the overall quality
of the review by using a transparent and easily reproduced procedure (Crossan &Apaydin,2010;
Transfield et al.,2003). The research process begins by determining the date of the targeted articles
from the year 2010 to the year 2024 in schooler ship and scops, and the research process was It
depends on the keywords as Intelligent manufacturing Industry 4.0 Internet of things internal force
organization marketing. Management of the article, then comes the process of determining the
number of articles, which were 10 articles, and then each article talks about the impact of the
technology aspect on the internal factors of the organization.
1. Internal audit of organization

We will use in our studying the internal assessment of the organization on the rescores based view
(RBV), The Resource Based View (RBV) emphasizes the importance of internal resources and
capabilities when developing strategies for long-term competitive advantages. These resources
enable businesses to carry out activities, make strategic decisions, add value, create new products,
and expand their markets. Competitive advantage occurs when resources are heterogeneous and
immobile (Madhani, P. M. 2010),and it deal with physical resources, human resources and
organization resources, in this article we will focus on physical resources that include technology
and how it effect on other resources, and how it effect on the management , organization ,
marketing , finical , and production , also using new technology the aim is to transfer the weakness
of the organization to strengths and this to distinctive Competencies that have the firm competitive
advantage on other competitors in the market .
2. Advanced technologies
Information technologies have allowed significant transformations in the way people work and
hence in organizational forms, routines and functions (Bondarouk et al.,2017). At this time of
complete competition between companies in the world's business sector, there is no doubt
technological innovations play an important role in formulating strategies. Even in the
organization's structure, with the emergence of Industry 4, the Internet of Things, smart factories,
and machine learning (RIFD), have led to a qualitative shift in the method and style of work.
2.1 The Internet of Things (IOT)
The Internet of Things (IoT) is transforming management by providing real-time data,
automating tasks, and promoting efficiency and innovation. It helps with planning,
organizing, motivating, and staffing by forecasting trends and establishing goals. IoT
technologies such as RFID enable better resource management and real-time inventory
tracking. IoT devices also improve working conditions, which boosts job satisfaction and
morale. In addition, IoT can automate tasks, reducing the need for human intervention, as
well as aid in employee recruitment, training and development. In conclusion, IoT is
transforming traditional management functions by providing real-time data, automating
tasks, and opening up new avenues for efficiency and innovation. Managers must adapt
and create new strategies to fully realize the potential of IOT.
2.2 Industry 4.0
The Fourth Industrial Revolution has made significant contributions to the development of
the industry 4.0 model, as well as the integration of digital technologies such as artificial
intelligence and the Internet of Things into manufacturing. How big an impact does it have
on industry and production? To successfully transition to Industry 4.0, businesses must
understand its features and assess their capabilities against its requirements. This will aid
in the development of a transformational roadmap. However, a lack of evaluation
methodologies creates a challenge. Industry 4.0 is expected to have a significant societal
impact as technologies like robotics, autonomous systems, and 3D printing become more
common in manufacturing. This transformation will have an impact on social aspects such
as wearable Internet, big data analytics, and smart city applications.
2.3 Artificial intelligence (AI)

Basic artificial intelligence has become a player in the era of the technological renaissance
in the current world, and there has become a need for it to enter the economic world,
business, strategies, and any company that does not, In the field of development and
growth, the field of technology is being investigated, but moving forward, we believe that
marketing discipline must take the lead. Its role in answering these questions, because it
can be said that it has, most of what can be the result of artificial intelligence. In analyzing
the reasons for 400 uses of artificial intelligence Cases, across 19 industries and 9 business
functions, McKinsey & Co. points out that the potential value is even greater Artificial
intelligence is related to marketing and sales related fields (Choi et al. 2018), Many ACA
experts and practitioners predict that AI will change the world addressing marketing
strategies and customer behaviors. In reality, A survey conducted by Salesforce shows that
AI will be the technology Most adopted by marketers in the coming years
(Columbus2019).; It said, "This “The moment itself is the great turning point in history”
(Reiss2018, p. 38). However, this argument can be challenged. for the first time the
technological capabilities necessary to implement the previous examples are still
insufficient. For example, self-driving cars are not ready for deployment (Lowy 2016), AI
in driverless cars (e.g., Tesla) In the future, AI-enabled cars may allow for car journeys
without any driver input, with the potential to significantly impact various industries (e.g.,
insurance, taxi services) and customer behaviors (e.g., whether they still buy cars). Online
retailing AI (e.g., Birchbox) AI will enable better predictions for what customers want,
which may cause firms to move away from a shopping-then-shipping business model and
toward a shipping-then-shopping business model. Fashion-related AI (e.g., Stitch Fix) AI
applications support stylists, who curate a set of clothing items for customers. Stitch Fix’s
AI analyzes both numeric and image/other non-numeric data (Agrawal, A., Gans, J. S., &
Goldfarb, A. 2018).
Case study
In today's world, every successful company is a tech company, and companies are investing
heavily in tech solutions to improve their offerings and drive sales. The article emphasizes
the importance of adapting to the digitalization of the workplace, as well as the challenges
executives face in embracing innovation as new technologies are introduced on a regular
basis. Early-adoption case studies provide opportunities to assess the effectiveness of new
technologies. Levi’s and Majid Al Futtaim have both made significant progress in their
digital transformations, using AI and data to boost promotions and sales. Levi’s launched
Alevi’s and Majid Al Futtaim have both made significant progress in their digital
transformations, using AI and data to boost promotions and sales. Levi's launched an AI-
driven campaign in Europe, which resulted in five times more sales than in 2019. Majid Al
Futtaim, the Dubai-based conglomerate that operates the Carrefour grocery chain in the
Middle East, Africa, and Asia (Tlemsani, I., Zaman, A., Mohamed Hashim, M. A., & Matthews,
R. (2023)) , had been bolstering its digital capabilities prior to the pandemic, but the
pandemic pushed them to accelerate their digital transformation, to meet increased online
shopping demand, Majid Al Futtaim converted some physical stores into fulfillment
centers, resulting in a 54,000-square-foot facility that now processes 3,000 online orders
per day. The company also expanded delivery services with initiatives like Click and
Collect, redesigned its app for easier use, and introduced contactless payment options like
Mobile Scan and Go in stores. It also launched an online marketplace that featured 420,000
new products from other retailers whose stores were closed during the lockdown, Despite
the challenges ahead, there is hope because of the opportunities that a digital-first strategy
can create. Companies that win use technology to reimagine how businesses operate and
commit resources on a large scale to ensure the change sticks. These companies are not
making incremental improvements, but rather using technology to reimagine how
businesses operate and committing resources at a large scale to ensure that the change
sticks.
Conclusion
The review article examines how key technological developments such as Industry 4.0, the
Internet of Things (IoT), radio frequency identification (RFID), artificial intelligence, and
machine learning affect organizational structures and strategic planning. The Resource
Based View (RBV) is used to evaluate firms' internal audits, emphasizing the importance
of internal resources and capabilities in gaining long-term competitive advantages. IoT is
recognized as a transformative force in management, providing real-time data, task
automation, and increased efficiency. The paper also includes case studies of companies
that used technology to improve their competitive performance. Industry 4.0, driven by the
fourth industrial revolution, is known for having a significant impact on industries and
production through the integration of digital technologies. However, the implementation
of AI in some applications is still considered insufficient. The paper concludes by stating
that businesses must understand these technological features and evaluate their capabilities
against them in order to develop a transformational roadmap.
References
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Title: The Impact of Recent Technological Advances on

Internal Forces and Strategic Decisions in Organization

ARTICLE INFO Abstract

1. Internal audit of organization

2.3 Artificial intelligence (AI)

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