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DescriptionOver the next decade, the global business environment will experience significant changes driven by technological advancements,


Over the next decade, the global business environment will experience significant changes driven by
technological advancements, shifting economic powers, and changing consumer preferences. The rapid
development of technologies such as artificial intelligence (AI), machine learning, blockchain, and the
Internet of Things (IoT) will continue to disrupt industries, improving efficiency, decision-making, and
customer experiences. Businesses will need to embrace digital transformation strategies to stay
competitive, utilizing big data analytics for insights and innovation.
Emerging markets, especially in Asia and Africa, will become more influential in the global economy. China
and India will continue to grow as economic powerhouses, while Africa’s youthful population and expanding
middle class will attract investments. These changes will create new opportunities and challenges for
businesses operating internationally, requiring them to adapt their strategies to diverse markets.
Additionally, there will be a stronger focus on sustainability and corporate social responsibility (CSR).
Consumers and investors increasingly demand that companies adopt environmentally friendly practices
and positively impact society. Companies will need to incorporate sustainability into their core strategies,
emphasizing reducing carbon footprints, promoting ethical practices, and ensuring supply chain
The workforce will also undergo significant changes, with the rise of the gig economy, remote work, and a
greater emphasis on work-life balance. Companies will need to adopt flexible work arrangements, invest in
employee well-being, and foster inclusive cultures to attract and retain talent. Continuous learning and
upskilling will be essential as the demand for new skills increases. Geopolitical factors, including trade wars,
regulatory changes, and political instability, will continue to affect the global business environment.
Businesses will need to remain agile, closely monitor geopolitical developments, and diversify their markets
and supply chains to mitigate risks.
Consumer behavior will evolve, with increasing demand for personalized experiences, convenience, and
ethical products. E-commerce and omnichannel strategies will dominate the retail landscape, requiring
businesses to invest in digital platforms and customer relationship management systems. The focus on
health and wellness will also drive demand for products and services that promote well-being
The article “Sociocognitive Perspectives in Strategic Management” identifies three key topic areas: interfirm
rivalries, strategic drifts and shifts, and managerial biases and attention (Pfarrer et al., 2019). Among these,
the topic of strategic drifts and shifts is likely to be the most influential to strategic management in the
Kingdom of Saudi Arabia (KSA).
KSA is undergoing a significant economic transformation driven by Vision 2030, a strategic framework
aimed at diversifying the economy away from oil dependency and fostering sustainable development. This
ambitious plan includes initiatives to develop non-oil industries, attract foreign investment, and improve the
quality of life for citizens. In this context, understanding and managing strategic drifts and shifts becomes
crucial. As KSA seeks to diversify its economy, businesses will need to explore new opportunities and adapt
their strategies to align with national goals. This may involve transitioning from traditional oil-related
industries to sectors such as tourism, entertainment, healthcare, and renewable energy. When managed
effectively, strategic drifts can enable firms to capitalize on emerging opportunities and contribute to the
country’s economic goals (Pfarrer et al., 2019).
The shift to new industries and markets may challenge the established identity of many firms. For instance,
companies with a long history in the oil sector may need to redefine their mission and values to remain
relevant. The sociocognitive perspective on strategic drifts can help organizations navigate this identity
shift, ensuring they remain aligned with evolving market expectations while preserving their core values.
Additionally, KSA’s Vision 2030 emphasizes sustainability, innovation, and social development. As societal
values shift towards these priorities, businesses must adapt their strategies to reflect these changes.
Strategic drifts allow firms to stay attuned to societal expectations, fostering positive perceptions and
enhancing their reputation. For example, companies investing in renewable energy or social initiatives can
align themselves with the broader national vision (Pfarrer et al., 2019).
The dynamic global business environment, characterized by technological advancements and geopolitical
uncertainties, requires firms to be flexible and responsive. Strategic drifts enable organizations to adapt to
external pressures, such as regulatory changes or competitive threats, by recalibrating their strategic goals
and actions. In conclusion, the concept of strategic drifts and shifts is particularly relevant to KSA as it
embarks on its transformative journey. By understanding and managing these drifts, businesses can
effectively contribute to the national vision, navigate identity challenges, respond to changing values, and
adapt to external pressures, ensuring sustainable growth and competitive advantage (Pfarrer et al., 2019).
Pfarrer, M. D., Devers, C. E., Corley, K., Cornelissen, J. P., Lange, D., Makadok, R., & Mayer, K. (2019).
Sociocognitive perspectives in strategic management. Academy of Management Review, 44(4), 767774.

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