Abstract
This study identifies an integrated model of a firm’s sustainable competitive advantages that helps understand how market orientation is related to an organization’s sustainable competitive advantage. An empirical test of the proposed framework utilized data from 312 top management team members or project managers in Korea to access and evaluate resource input levels, organizational capabilities, and overall environmental contexts; it indicates that market and technological resource input and marketing and innovative capabilities mediate the positive impact of market orientation on a firm’s competitive advantages. The findings suggested that technological turbulence’s moderating role weakened the positive effect of technological resource input on innovative capability. Contrastingly, market turbulence has not moderated the influence of market resource input on marketing capability. The results call on management to understand the internal market orientation process to enhance the presence of environmental turbulences in industries, thus increasing the competitive advantage of firms.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
