ACADEMIA: Jurnal Inovasi Riset Akademik
DIGITAL TRANSFORMATION MARKETING STRATEGY FOR SECURITY SERVICES: A NICE MARKETING MIX APPROACH FOR AI AND IOT ADOPTION IN EMERGING MARKETS
Digital transformation has become a critical strategic agenda across industrial security services to resolve recurring operational inefficiencies and visibility limitations. However, technology-based security solutions face persistent customer acceptance barriers within business-to-business emerging markets. This quantitative study aims to formulate an integrated marketing strategy framework for digital security services and identify priority initiatives supporting technology adoption. Data were gathered through st …