Sustainable Competitive Advantage Research Articles

Online marketing and brand awareness for HEI: A review and bibliometric analysis

Background This study conducted a comprehensive bibliometric analysis to identify the gaps in the existing literature related to Online marketing and brand awareness strategies for HEI. It has evaluated the current state of the literature on the given topic showing the pivotal role of online marketing and brand awareness in higher education for enrollment. Methods The study used a web-based application, Biblioshiny, which comes in the bibliometrix package. The study used the Scopus database to create the data set, given its conventional construction and quality of the sources. The analysis done is descriptive. By using the bibliometrix software, the study showed the authors name, articles, sources, citations, relevant journals and co-citation from the year 2017 to 2022. The time period selected by the study was five years which means that articles published from 2017 to 2022 have been taken for the study. Results We found that HEI online marketing and brand awareness have not been explored much as it has not reached the stage of maturity. Most of the publication was done during the time of Covid-19. Also, the role of brand awareness in student enrollment decisions for HEI requires more investigation. Top most publications their sources and top authors are identified. Conclusions Bibliometric analysis has provided valuable insights into the seminal work, emerging trends, and the gap in the study. This area of study has been explored but not as much as challenges, and the effectiveness of online marketing tools like seo, sem,ppc and more has not been measured. Further, this paper allows researchers to study by examining the pattern of publications by seeing the different authorships, co-authors, collaborations, relevant sources, and citations. The insights of this paper will help education policymakers devise more creative strategies to increase enrollment, ensuring sustained relevance and competitive advantage in higher education institutions .

Influence of operational excellence strategy on organisations’ competitiveness among tier III category of Commercial Banks in Kenya

Tier 3 Kenyan commercial banks face significant challenges, including intense competition, financial distress, and declining profits despite consistent loan growth. This study investigates the impact of operational excellence strategies on the competitiveness of these banks using a pragmatic research approach that combines qualitative and quantitative methods. The study is grounded in the dynamic capabilities theory and collected data from 288 respondents across various management roles within the banks through semi-structured questionnaires. The data were analyzed using thematic analysis for qualitative data and SPSS for quantitative data, including descriptive statistics, regression analysis, and ANOVA. The regression model revealed a moderate positive relationship between operational excellence and organizational competitiveness, with a correlation coefficient (R) of 0.685. The coefficient of determination (R Square) was 0.469, indicating that operational excellence accounts for 46.9% of the variability in competitiveness. The coefficient for Operational Excellence is 1.260 (standard error = 0.087, beta = 0.685), with a t-value of 14.493 and a significance level of 0.000. The constant coefficient is -1.565 (standard error = 0.353, t-value = -4.437). This study underscores the importance of strategic investments in operational excellence practices to enhance organizational efficiency and sustainable competitive advantages. However, the study's scope is limited to tier III commercial banks in Kenya, and future research should explore additional factors influencing competitiveness and include a broader sample for improved generalizability.

Moderating role of enterprise risk management in the relationship between sustainability performance and a firm’s competitive advantage

The emergence of sustainable business practices has garnered interest among stakeholders. However, the question of whether sustainability performance provides companies with a competitive advantage is still being debated in the literature. This paper aims to examine the influence of sustainability performance – namely economic sustainability performance and environmental, social, governance (ESG) – on competitive advantage, with the effectiveness of enterprise risk management (ERM) as the moderating variable. This paper used 202 firm-year observations during 2015–2022 from non-financial sector companies listed on the Indonesia Stock Exchange. To test the hypotheses, panel data regression with a one-year time-lag analysis is conducted. The findings show that economic sustainability performance has no relationship with competitive advantage, while ESG has a positive effect. Furthermore, ERM effectiveness strengthens the effect of economic sustainability and ESG on competitive advantage. Further investigation used a two-year time-lag analysis for a long-term perspective. The analysis shows that economic sustainability performance and ESG have a positive impact on competitive advantage. In contrast, ERM effectiveness has no effect on the relationship between economic sustainability performance and competitive advantage. Moreover, additional analysis incorporates the effect of COVID-19 into the main model and shows that the pandemic did not affect competitive advantage; this is consistent with the main results. The findings encourage companies to improve their risk management and sustainability initiatives. The government may also take it into account when developing rules that promote the implementation of sustainable development. AcknowledgmentThis research was supported by the Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia through the Center for Higher Education Fund (BPPT) and Indonesia Endowment Funds for Education (LPDP) for providing the Indonesian Education Scholarship (BPI-Beasiswa Pendidikan Indonesia).

Unveiling the Dimensionality of Pricing Strategy in the Tourism Industry: An Exploratory Factor Analysis

Tourism is a dynamic and ever-changing industry that plays a significant role in the global economy. As competition intensifies, tourist firms must design effective pricing strategies to attract and retain clients. The objective of the study is to explore the most influencing pricing strategies in the tourism business. A structured questionnaire was developed to discover the price strategy of various tourism enterprises in the Gandaki Province of Nepal. Exploratory factor analysis entails several stages to uncover these hidden components. Factors with eigenvalues greater than one are considered significant to confirm the constructs. Among five construct variables, competition-based pricing explains the highest variance and is followed by a customer-centric pricing strategy. This study provides significant insights into tourism industries’ sustainable competitive advantages.

Affecting and Success factors to implement Total Quality Management in Industries

Total quality management (TQM) is an integrated management philosophy aimed at continuously improving the quality of products and processes to achieve better customer satisfaction. It has been accepted by managers and quality practitioners as a change management quality approach and plays a vital role in the development of management practices. TQM is an approach to improve effectiveness, flexibility, and competitiveness of a business to meet customers' requirements, as a source of sustainable competitive advantage, as a source of attaining excellence, creating a right first-time attitude, acquiring efficient business solutions, and delighting customers and suppliers [2].. Key Words: TQM, Dimensions, implementation, tools and techniques

The Influence of It Governance and It Capability on The Performance of Private Higher Education Institutions: The Mediation Role of Performance Management Systems

This study examines the effect of information technology (IT) governance and IT capability on the organizational performance of private Higher Education Institutions (HEI) with a performance management system as a mediating variable. This quantitative study uses primary data from questionnaires distributed to respondents online. Respondents in this study were 270 management and IT management of private universities on the island of Sumatra. This study used a sample of 90 private HEIs. Furthermore, the data was processed using Partial Least Square (PLS) technique. The results are that the performance management system partially mediates IT governance with organizational performance, while IT capability mediates fully with organizational performance. IT capabilities can encourage organizational performance through a good performance management system. Theoretically, it contributes to implementing technological resources mobilized in the performance management system to improve college performance. College management should consider developing technology and performance measurement systems to achieve sustainable competitive advantage.

Entrepreneurial Competencies, Innovation Enablers, and Sustainable Competitive Advantage among Micro Firms across Cultures: A Comparative Study of Canada and Malaysia

Entrepreneurial Competencies, Innovation Enablers, and Sustainable Competitive Advantage among Micro Firms across Cultures: A Comparative Study of Canada and Malaysia

Local Wisdom and Government’s Role in Strengthening the Sustainable Competitive Advantage of Creative Industries

The competitive advantage of the Creative Industry is an important strategy to succeed in a highly competitive global business market. The Indonesian creative industry is a strategic industry characterised by Small and Medium Enterprises (SMEs). However, these enterprises face challenges, such as low entrepreneurial orientation, low digital literation to access the global market, limited capital, lack of digital payment methods, and a focus on conventional marketing activities rather than implementing Entrepreneurial Marketing (EM). The previous research proposed that Entrepreneurial Orientation (EO) and Entrepreneurial Marketing (EM) could increase competitive advantage due to the moderating role of local wisdom culture and the government’s role. Therefore, this research aims to analyse the moderating role of local wisdom culture and the government’s role in the effect of EO and EM on sustainable competitive advantage development. The quantitative research design employed a self-administered survey distributed to 400 top and middle managers within the superior and priority subsectors of the creative industry. The survey targeted four provinces in Indonesia known for their high contributions to the Gross Domestic Product (GDP > 9%), based on the ‘Purposive Sampling’ method. The results of the SEM analysis, based on 330 usable data points, show that Local Wisdom and Government’s Role significantly mediate the relationship between Sustainable Competitive Advantage and Sustainable Business Performance. The research results imply that it is necessary to empower the government's role in providing information technology infrastructure to facilitate the creative industry’s access to the global marketplace and encourage the use of digital payment methods for the rapid development of sustainable competitive advantage. Theoretical contributions extend to Dynamic Capability Theory by integrating Resources Advantage Theory and Resources Base View Theory, including the moderating role of Local Wisdom and Government’s Role, and examining the relationship of EO and EM with sustainable competitive advantage.

The Influence of Innovation Strategy on Sustainable Competitive Advantage

This study examines the influence of innovation strategy on sustainable competitive advantage through a functional innovation approach, innovation process, and innovation system. This research utilized survey data conducted on MSMEs in Yogyakarta with a total sample of 95 respondents. In order to answer the research hypothesis, this study employed the Partial Least Square Structural Equation Modeling (PLS-SEM) analysis tool using SmartPLS tools. The results of the study indicate that there is an influence of innovation strategy on the innovation process and system, as well as the influence of the innovation process and system on sustainable competitive advantage. This research has contributed to the development of innovation strategies in building sustainable competitive advantage in MSMEs.

Impact of Marketing Strategies of Retailers on Consumers with Specific Reference to Ramki Bandi and Local Tiffin Centres

Entrepreneurs and small business management go hand in hand in making a successful business. The study is taken up on retailers in the street food industry. The study’s objective is to analyze the impact of the marketing strategies of Ram ki Bandi , a famous street food corner in Hyderabad, India, and a comparative study between the marketing strategies of Ram ki Bandi  and local street tiffin centers. Tiffin centers are small eateries put up on the street. A marketing strategy is a long-term plan for achieving a company’s goals by understanding customers’ needs and creating a distinct and sustainable competitive advantage. For the study, the data was collected through primary data sources, such as survey methods, questionnaires, and secondary data sources. The primary data was collected from a sample of 100 respondents using questionnaires and interviews. Marketing strategies are essential in the growth of a retailer’s business. Some of them are as follows: attracting more customers, analyzing competitors, understanding customers, and making optimal pricing decisions, amongst others. The findings of the study state that marking strategies impact consumer behavior when purchasing a given product.

Leadership Styles, Self-Efficacy, and Innovative Work Behaviour of Software Developers

"Research Aims: The primary aims of this study involve examining the effect of leadership styles on self-efficacy and the effect of self-efficacy on innovative work behaviour. Design/Methodology/Approach: Quantitative research was conducted by collecting data from 242 randomly selected software developers in four software development companies in Yangon using structured questionnaires. Regression analysis was used to attain the research objectives. Research Findings: The results showed that transactional and ambidextrous leadership styles have a significant effect on increasing the self-efficacy of software developers. This study also revealed that self-efficacy is an antecedent of the innovative work behaviour of software developers. Theoretical Contribution/Originality: The study confirmed that transactional leadership significantly impacts self-efficacy and validated the role of ambidextrous leadership in self-efficacy. Moreover, self-efficacy was found to have an impact on innovative work behaviour. Managerial Implication in the South East Asian Context: This study suggests that transactional and ambidextrous leadership styles can create enabling environments by encouraging and empowering team members to increase their self-efficacy and engage in more innovative endeavours. Research Limitation & Implications: Data was collected once using a questionnaire from a sample of four companies. The insights can help leaders maintain a sustainable competitive advantage, leading to more job opportunities and long-term economic growth in Myanmar and other developing countries."

Firm disruption orientation and supply chain resilience: understanding mechanisms to mitigate disruption impact

PurposeThis study aims to investigate the interplay between a proactive attitude towards disruptions – supply chain disruption orientation – and supply chain resilience, increasing our understanding of their influence on reducing the impact of supply chain disruptions within the B2B context.Design/methodology/approachAs unexpected disruptions are closely related to a dynamic and changing perception of the environment, this research is framed under the dynamic capabilities lens, consistent with existing resilience literature. The authors used partial least squares-path modeling (PLS-PM) to empirically test the proposed research model using survey data from 216 firms.FindingsResults show that a proactive approach to disruptions alone is insufficient in mitigating their negative impact. Instead, a firm’s disruption orientation plays a crucial role in boosting its resilience, which acts as a mediator, reducing the impact of disruptions.Originality/valueThis paper sheds light on the mechanisms by which firms can mitigate the effects of supply chain disruptions and offers insights into how certain capabilities are needed so that firms’ attitudes can effectively impact firm performance. This research thus suggests that dynamic capabilities, traditionally perceived as being enabled by other elements, act themselves as enablers. Consequently, they have the potential to translate strategic orientation or attitudes into tangible effects on performance, enriching our understanding of how firms combine their internal attitudes and capabilities to achieve sustained competitive advantage.

Risk management and HR practices in supply chains: Preparing for the future

This study explores the strategic integration of risk management and Human Resources (HR) practices within the context of supply chain management, aiming to identify how such integration enhances organizational resilience and sustainability. Employing a systematic literature review and content analysis, the study examines scholarly articles from key databases, focusing on the period from January 2000 to the present. The methodology involves a comprehensive search strategy, stringent inclusion and exclusion criteria, and a detailed selection process to distill insights from relevant literature. Key findings reveal that strategic HR practices, such as talent management, leadership development, and fostering a risk-aware culture, significantly contribute to mitigating supply chain risks and bolstering resilience. Furthermore, the study highlights the pivotal role of technological advancements, including artificial intelligence, blockchain, and the Internet of Things, in supporting the dynamic integration of risk management and HR practices. This integration not only addresses operational efficiencies but also aligns with strategic objectives towards sustainability and adaptability in the face of global disruptions. The study concludes that the strategic importance of integrating risk management with HR practices cannot be overstated, emphasizing its necessity for building agile, resilient, and sustainable supply chains. As organizations navigate the complexities of modern supply chains, this integrated approach offers a pathway to not only survive but thrive amid uncertainties, underscoring a blueprint for sustainable competitive advantage in evolving global markets. This review contributes to the existing body of knowledge by providing a comprehensive overview of current practices and future directions for integrating risk management and HR practices in supply chain management.

Harnessing business analytics for gaining competitive advantage in emerging markets: A systematic review of approaches and outcomes

In today's rapidly evolving global economy, businesses operating in emerging markets face unique challenges and opportunities. To gain a competitive edge in such dynamic environments, harnessing the power of business analytics has become imperative. This systematic review aims to explore the diverse approaches and outcomes associated with leveraging business analytics for competitive advantage in emerging markets. The study employs a comprehensive review methodology, analyzing a wide range of scholarly articles, case studies, and industry reports. Through this systematic approach, key themes and patterns emerge, shedding light on the multifaceted strategies employed by organizations to leverage business analytics effectively. Findings reveal that successful utilization of business analytics in emerging markets involves several interconnected dimensions. These include data collection and management, advanced analytics techniques such as predictive modeling and data mining, and the integration of analytics into strategic decision-making processes. Moreover, organizational factors such as leadership support, organizational culture, and resource allocation significantly influence the effectiveness of business analytics initiatives. Furthermore, the review highlights the diverse outcomes associated with adopting business analytics in emerging markets. These outcomes encompass enhanced operational efficiency, improved customer insights, better risk management, and the identification of new market opportunities. Additionally, business analytics enables organizations to adapt swiftly to market changes and gain a deeper understanding of customer behaviors and preferences. Overall, this systematic review underscores the critical role of business analytics in enabling organizations to navigate the complexities of emerging markets and achieve sustainable competitive advantage. It provides valuable insights for practitioners, policymakers, and researchers seeking to leverage analytics-driven strategies for success in dynamic business environments.

Recognition of Ethics and Sustainability: A Case Study of Coca-Cola

Corporate ethics and sustainable development are receiving increasing attention in today’s society. More and more companies are realizing that ethical and sustainable development is not only a requirement for fulfilling social responsibility but also a key factor for achieving long-term growth and sustainable competitive advantage. As a result, companies are integrating ethics and sustainability into their strategies, decisions, and operations to achieve both business success and social benefit. However, some companies shout sustainability and environmental protection slogans; the actual practice differs from the claim. This paper combined the planning and actual data of the Coca-Cola Company and found that the Coca-Cola Company was suspected of greenwashing. While Coca-Cola does contribute to the environment, there is a difference between what it does and what it says. As for the possibility of this problem, the article also makes a relative solution and assessment.

Organizational Knowledge and Knowledge Management - A New Framework

The transition of firms from the Resource-based view (RBV) to the Knowledge-based view (KBV) where knowledge is viewed as the principal resource for value creation and sustainable competitive advantage created a renewed interest among researchers to understand knowledge per se, and the concept of organizational knowledge. This interest has further been fueled by the advent of the concept of Knowledge Management (KM). With some discussions on knowledge, this paper presents a new framework for organizational knowledge and the knowledge flow within the firm. The author has pointed out that most of the research on KM has been with the firm as a business organization (where the focus is on short-term return on investment) and that is the reason many KM initiatives often stop at IT-based initiatives or fail, and fuel the fear that KM is simply just another fad. Many KM models and frameworks present KM best practices without addressing the contextual differences between organizations. In this paper, the author has presented a knowledge perspective of four different types of organizations based on their knowledge manipulation activities and suggests that KM programs need to be custom designed to cater to the different needs of the different types of organizations. The author has also suggested a new KM framework based on the dynamics of knowledge that organizations are facing today. The author developed the two frameworks during the implementation of KM initiatives at the Defence Research & Development Laboratory, Hyderabad, a premier research institution under the Ministry of Defence, Government of India, during the years 1999 to 2003.

THEORETICAL FRAMEWORKS SUPPORTING IT AND BUSINESS STRATEGY ALIGNMENT FOR SUSTAINED COMPETITIVE ADVANTAGE

In today's dynamic business environment, the alignment between information technology (IT) and business strategy is critical for organizations seeking sustained competitive advantage. This paper presents a comprehensive examination of theoretical frameworks supporting this alignment, aiming to provide insights into how organizations can effectively integrate IT capabilities with strategic objectives. The theoretical foundations explored include the Resource-Based View (RBV), which emphasizes leveraging unique resources and capabilities to achieve competitive advantage. Additionally, the Dynamic Capabilities Framework underscores the importance of an organization's ability to adapt and innovate in response to changing market conditions, highlighting the role of IT in facilitating agility and flexibility. The Strategic Alignment Model offers a structured approach to ensuring coherence between business strategy, IT strategy, and organizational infrastructure, enabling seamless integration and alignment. Value Chain Analysis provides a framework for understanding how IT can add value across different stages of the value chain, informing strategic decision-making and resource allocation. Moreover, IT Governance Frameworks, such as COBIT and ITIL, offer guidelines for effective management and governance of IT resources to support strategic objectives. Business Process Reengineering (BPR) is also examined as a methodology for redesigning business processes to align with strategic goals and leverage IT capabilities. Through an exploration of these theoretical frameworks, this paper aims to equip organizations with the knowledge and tools necessary to achieve sustained competitive advantage through the strategic alignment of IT and business strategies. Keywords:  Theoretical Frameworks, IT, Business Strategy Alignment, Sustained Competitive Advantage.

Evaluation of agile attributes for low-cost carriers to achieve sustainable development using an integrated MCDM approach

PurposeSince conducting agile strategies provides sustainable passenger satisfaction and revenue by replacing applied policies with more profitable ones rapidly, the focus of this study is to evaluate agile attributes for managing low-cost carriers (LCCs) operations by means of resources and competences based on dynamic capabilities built on resource-based view (RBV) theory and to achieve sustainable competitive advantage in a volatile and dynamic air transport environment. LCCs in Turkey are also evaluated in this study since the competition among LCCs is high to gain market share and they can adapt quickly to all kinds of circumstances.Design/methodology/approachTwo well-known Multi-Criteria Decision-Making Methods (MCDM) named as the Stepwise Weight Assessment Ratio Analysis (SWARA) and multi-attributive border approximation area comparison (MABAC) methods by employing Picture fuzzy sets (PiFS) are employed to determine weight of agile attributes and superiority of LCCs based on agile attributes in the market, respectively. To check the consistency and robustness of the results for the proposed approach, comparative and sensitivity analysis are performed at the end of the study.FindingsWhile the ranking orders of agile attributes are Strategic Responsiveness (AG1), Financial Management (AG4), Quality (AG2), Digital integration (AG3) and Reliability (AG5), respectively, LCC2 is selected as the best agile airline company in Turkey with respect to agile attributes. SWARA and MABAC method based on PiFS is appropriate and effective method to evaluate agile attributes that has important reference value for the airline companies in aviation industry.Practical implicationsThe findings of this study will support managers in the airline industry to conduct airline operations more flexibly and effectively to take sustainable competitive advantage in unexpected and dynamic environment.Originality/valueTo the author' best knowledge, this study is the first developed to identify the attributes necessary to increase agility in LCCs. Thus, as a systematic tool, a framework is developed for the implementation of agile attributes to achieve sustainable competitive advantage in the airline industry and presented a roadmap for airline managers to deal with crises and challenging situations by satisfying customer and increasing competitiveness.

Corporate sustainability and performance: a bibliometric review for two decades

PurposeOver the past years, business strategies have been designed to improve ‘firms' financial and non-financial performances and achieve sustainable development, leading to corporate sustainability. This article is a bibliometric analysis of two decades of the relationship between corporate sustainability and firm performance, identifying the research focus and the gaps for future research.Design/methodology/approachThe bibliometric review of corporate sustainability and performance research is between January 2004 and June 2023. As per the Web of Science database, the theme's research commenced around 2004, growing gradually till 2023. Five hundred thirty-nine published articles by peer-reviewed ABDC-indexed A and A* journals in English have been reviewed. The bibliometrix package in R software is used with VOSviewer for the bibliometric analysis.FindingsThe study's findings indicate a lack of research on the theme from developed and underdeveloped nations. Further, the analysis reveals five clusters of research: (1) business sustainability, (2) corporate sustainability reporting, (3) corporate sustainability, strategy, and innovation, (4) stakeholder and corporate sustainability, and e) corporate sustainability assessment.Originality/valueThe future research areas proposed are on two major themes, namely, corporate sustainability and organizational competitive advantage, including sub-themes such as “Environmental, Social, and Governance (ESG) and financial performance” and “greenhouse-gas emissions” and “market orientations,” respectively. There is a need for more research in developing markets, a comprehensive definition of corporate sustainability, and further exploration of the theme linking strategy and innovation.

Synergistic analysis of performance appraisal and job rotation in enterprise renewal and optimization

As the rate of change in the business world accelerates, organizations strive to enhance their performance and adjust to novel challenges. Performance appraisal and job rotation are common human resource management methods that have been proven to significantly influence employee performance and organizational effectiveness. Nevertheless, their cumulative influence on business renewal and optimization remains underexplored. Therefore, this study utilizes a mixed-methods approach to quantitatively examine performance appraisal and job rotation practices in a selected group of companies. Additionally, it involves qualitative interviews with managers and employees to offer further insight. The findings indicate that a coordinated strategy in evaluating performance and rotating job responsibilities can enhance employee motivation, develop skills, and improve organizational flexibility. Furthermore, an all-encompassing method to managing human resources, considering the interplay between diverse practices, can result in sustained competitive advantage and organizational accomplishment. The study emphasizes integrating these practices with the organization's strategic goals. Its objective is to investigate the synergies between performance appraisal and job rotation in the context of corporate renewal and optimization. The study elucidates how integrating these strategies can drive corporate renewal and optimization.