Abstract
In the context of the Jordanian telecommunications industry, the current study aims to investigate the mediating influence of sustainability on the link between strategic orientation and organizational performance. Based on the knowledge gap that the literature analysis revealed, a research model was created. A random sample of 321 managerial and non-managerial employees was taken. The findings of the hypothesis testing revealed that with operational sustainability as a moderating variable, the relationship becomes stronger between entrepreneurial orientation, technology orientation, market orientation, and organizational performance. Despite the importance of integration between strategic orientation and operational sustainability to achieve the required organizational performance, there is a literature gap and an inadequate number of studies linking organisational performance and strategic orientation via operational sustainability (Ed-Dafali et al., 2023; Sahoo et al., 2023). This research is intended to bridge the identified gap by attempting to contribute knowledge to this field of study by examining strategic orientation’s impacts in terms of entrepreneurial orientation, technology orientation, and market orientation on organizational performance using the non-financial performance through the examination of the mediating role of operational sustainability using the context of the telecommunication sector in Jordan.
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