Andiyana, E. ., Maulana, M. A., Sumaryo, S. and Djamaran, S. . (2026) “Customer and Competitor Orientation as Drivers of New Service Development and New Product Creativity: The Role of Coupled AI Capability and Strategic Agility in Indonesian Craft SMEs”, Transforma Jurnal Manajemen, 4(1), pp. 15–25. doi: 10.56457/tjm.v4i1.391.