https://jasapublishjurnal.com/return.publikasikupublisher.com/index.php/return <p><strong>Return : Study of Management, Economic and Bussines</strong> is a double blind peer-reviewed academic journal and open access to multidiciplinary fields. The journal is published Monthly by Publikasiku Academic Solution.</p> <p><strong>Return : Study of Management, Economic and Bussines</strong> provides a means for ongoing discussion of relevant issues that fall within the focus and scope of the journal that can be empirically examined. This journal publishes research articles covering Study of Management, Economic and Bussines. Published articles are from critical and comprehensive research, studies, or scientific studies on important and current issues or reviews of scientific books.</p> <p><span class="typography_f0ad1e sans_f0ad1e"><strong>Name</strong>: Return : Study of Management, Economic and Bussines<br /><strong>E-ISSN </strong>: <a href="https://issn.brin.go.id/terbit/detail/20220928311637615"><strong>2963-3699</strong></a><br /><strong>P-ISSN </strong>: <strong><a href="https://issn.brin.go.id/terbit/detail/20221008571331055"><span class="fontstyle0">2964-0121</span></a></strong><br /><strong>DOI : <a href="https://search.crossref.org/?q=2963-3699&amp;from_ui=yes">10.57096</a></strong><br /><strong>Period </strong>: Monthly<br /><strong>Indexing and Abstracting </strong>: <strong><a href="https://app.dimensions.ai/discover/publication?search_mode=content&amp;search_text=10.57096&amp;search_type=kws&amp;search_field=full_search&amp;and_facet_source_title=jour.1450549">Dimension</a></strong> , <strong><a href="https://research.ebsco.com/c/ylm4lv/search/results?q=2964-0121&amp;autocorrect=y&amp;limiters=None&amp;resetPageNumber=true&amp;searchSegment=all-results">Ebsco</a></strong> , <strong><a href="https://scholar.google.com/citations?hl=id&amp;authuser=6&amp;user=A08OAyQAAAAJ">Google Scholar</a></strong> , <strong><a href="https://garuda.kemdikbud.go.id/journal/view/28216#!">Garuda</a></strong> , <strong><a href="https://search.crossref.org/search/works?q=+2963-3699&amp;from_ui=yes">Crossref</a>,</strong> <strong><a href="https://journals.indexcopernicus.com/search/details?id=125185">Copernicus </a></strong><strong><br /></strong><strong>Publication Guidelines : </strong> <a href="https://publicationethics.org/guidance/Guidelines" target="_blank" rel="noopener">COPE Guidelines</a><strong><br /></strong></span><span class="typography_f0ad1e sans_f0ad1e"><strong>Publisher </strong>: Publikasiku Academic Solution<br /><strong>Society/ Institution:</strong> Sekolah Tinggi Agama Islam Kuningan</span></p> PT. Publikasiku Academic Solution en-US Return : Study of Management, Economic and Bussines 2964-0121 https://jasapublishjurnal.com/return.publikasikupublisher.com/index.php/return/article/view/358 <p>Contemporary strategy continues to evolve along with changes in the global environment, technology, and market dynamics. Modern strategic approaches now involve more than just classic theories such as Resource-Based View (RBV) and Dynamic Capabilities; they include new concepts more adaptive to the disruption of the times. This research uses a descriptive qualitative approach with a literature review method. The literature reviewed included scientific journals, books, and research reports relevant to contemporary strategy theory and practice. From the results of the literature review, eight main contemporary strategy approaches were found: Optimal Distinctiveness, Cultural Entrepreneurship, the role of emotions and ambiguity in organizations, Attention-Based View, business divestment, Strategic Rhythms, and the integration of artificial intelligence (AI) in strategy development. Each approach offers a unique contribution to understanding organizational strategy in an era of complexity and disruption. This research confirms that no single theory of strategy is universally applicable. Contextual incorporation of various contemporary approaches is essential to develop adaptive and competitive strategies. This research also opens up further research opportunities for empirical validation and cross-theoretical integration in strategic practice.</p> Eka Pria Copyright (c) 2025 Eka Pria https://creativecommons.org/licenses/by-sa/4.0 2025-04-18 2025-04-18 4 4 313 329 10.57096/return.v4i4.358