Abstract
The purpose of this article is to examine effect of organizational change strategies on competitive advantage of Al-Bayda Commercial Banks. The descriptive analysis approach was used to accomplish the objectives of this study, and the necessary data for the study were collected through a questionnaire. The study was conducted on a sample of (91) managers in these banks. A group of descriptive and analytical analysis methods were employed to process the data. It has been found that there are high levels of two organizational change strategies: the awareness strategy and the mental strategy, while the level of coercive strategy use was moderate. The results indicated that there is a significant effect of organizational change strategies on competitive advantage, and that there is a significant effect of organizational change strategies in the dimensions of competitive advantage (cost, quality, flexibility and innovation).
Highlights
The topic of competitive advantage in recent decades has received great attention by researchers, as it has become one of the most strategic and fundamental topics of business organizations, because it is the basis for the survival and sustainability of the organization
The study found that there are high levels in the use of Albayda Commercial Banks for awareness-raising strategy and mental strategy, while the use of these banks was medium for the coercive strategy, as it focuses on building positive values and trends that contribute to adopting change as a method of development through training courses that it organizes for workers on an ongoing basis
The AlbaydaCommercial Banks' use of coercive strategy was moderate, as they do not use much of the method of submission and submission of workers to the supreme authority, nor do they use penalties for those who resist the process of change
Summary
The topic of competitive advantage in recent decades has received great attention by researchers, as it has become one of the most strategic and fundamental topics of business organizations, because it is the basis for the survival and sustainability of the organization. Organizations face major competitive challenges resulting from the highly changing business environment and the globalization of banking activity, which threaten them to maintain their competitive advantage, their ability to sustain in competition with organizations in the same banking field, and undermine their competitive position, which requires them to find smart methods and mechanisms to adapt to these environmental variables. As the researchers assume that one of the mechanisms that can lead to improvinging the competitive advantage and maintaining the competitive position of commercial banking institutions is the organizational change strategies, that they are able to make commercial banks achieve competitive advantage permanently and for a long time, and to face sudden environmental changes in all environmental factors, especially economic, political and social factors
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