Vol. 1 No. 2 (2025): Strategic Reconfiguration and Generative AI in Marketing and Creative Economy

The second issue of Manexia: Journal of Business, Management, and Creative Economy advances the journal’s exploration of strategic transformation in the era of generative artificial intelligence. Rather than framing AI as a purely technological innovation, this issue positions generative systems as structural mediators that reshape managerial judgment, organizational capabilities, communicative agency, and symbolic brand value.

The articles included in this volume develop a coherent theoretical conversation around dynamic capabilities, strategic governance, and the recomposition of marketing architectures under conditions of algorithmic mediation. Contributions examine how generative AI influences executive cognition, transforms marketing capability structures, redefines customer engagement processes, and challenges established assumptions about authenticity and creativity in branding.

Collectively, this issue proposes that competitive advantage in the generative economy is no longer grounded solely in resource possession or creative originality, but in the strategic orchestration of probabilistic infrastructures. By integrating perspectives from strategic management, marketing, and the creative economy, the volume extends Manexia’s intellectual direction toward theory-driven scholarship that interrogates how organizations adapt to rapidly evolving technological environments.