New Business Strategy Based on a Combination of Sustainability and Digital Experience

Abstract

In the era of digital transformation and growing awareness of sustainability, companies are required to adopt business strategies that combine the principles of sustainability and digital experience. This literature review aims to identify and examine current strategic approaches that integrate sustainability and digital experience as key elements for achieving competitive advantage. By analyzing 15 scholarly articles, the study finds that the collaboration between these two dimensions drives business model innovation, enhances customer loyalty, and creates long-term value for stakeholders. The application of immersive digital experience enables greater personalization and operational efficiency, while sustainability addresses market pressures and regulatory demands related to environmental and social responsibility. This study offers both conceptual and practical foundations for designing future business strategies that are adaptive, ethical, and sustainable. The integration of these dimensions is no longer optional but a strategic necessity in modern business to remain relevant and resilient in dynamic global markets.