THE DIGITAL TRANSFORMATIONS AND ENHANCE THE MARKET POSITIONS: INSIGHT THE R-A THEORY

The multinationalcorporate should not operate within the misguide to implemented the vision and missions in the heterogeneousindustrial competitiveness and the consumers engagement, tight competitions, data, customer-based value and an incremental innovation. This study would be inquiry of fulfillment the research gap with the competitionadvantage within market positions from the digital transformation within multinational-firms. The novelty research model has the intervening variablesthe powerful digital marketing and the focus creation in customervalue that could be more exploring the R-A theory. Furthermore, the research methods conducted with the confirmed strategy in structural equation modeling within an entire latent variable.