Sustainable Competitive Advantage Research Articles

Orchestrating Sustainable Competitive Advantage in Start-Ups Through Artificial Intelligence

Orchestrating Sustainable Competitive Advantage in Start-Ups Through Artificial Intelligence

Harnessing marketing analytics for enhanced decision-making and performance in SMEs

In the contemporary business landscape, small and medium-sized enterprises (SMEs) are increasingly leveraging marketing analytics to enhance decision-making and improve performance. This paper explores the transformative impact of marketing analytics on SMEs, emphasizing its role in driving data-driven decisions that optimize marketing strategies, enhance customer engagement, and boost overall business performance. Through the systematic collection and analysis of data, SMEs can gain deeper insights into customer behaviors, preferences, and trends, enabling more targeted and effective marketing campaigns. The implementation of marketing analytics facilitates the measurement of key performance indicators (KPIs) such as click-through rates, conversion rates, and return on investment (ROI), providing a robust framework for evaluating the effectiveness of marketing initiatives. By utilizing various types of analytics, including descriptive, predictive, and prescriptive analytics, SMEs can make informed decisions that not only respond to current market conditions but also anticipate future trends and opportunities. Moreover, the adoption of marketing analytics supports the personalization of customer experiences, allowing SMEs to deliver tailored content and offers that resonate with specific audience segments. This level of personalization fosters deeper customer relationships and increases the likelihood of conversions and customer loyalty. The continuous monitoring and analysis of marketing data enable SMEs to remain agile and responsive to changing market dynamics, ensuring that their marketing strategies remain relevant and effective. By embracing a data-driven approach, SMEs can minimize the risk of ineffective marketing efforts and allocate resources more efficiently, ultimately driving sustainable growth and competitive advantage. In conclusion, harnessing marketing analytics is crucial for SMEs aiming to enhance decision-making and performance. The ability to derive actionable insights from data empowers SMEs to optimize their marketing strategies, improve customer engagement, and achieve better business outcomes. As SMEs continue to navigate an increasingly data-driven world, the strategic use of marketing analytics will be pivotal in securing long-term success and growth.

Franchise Potential in Food Industry Expansion Strategies in East Kalimantan

This study investigates the franchise potential in the food industry as part of expansion strategies in East Kalimantan, with a focus on the Wong Solo Group amid Indonesia’s capital relocation. Utilizing qualitative methods, including SWOT, PESTLE, Porter’s Five Forces, and the VRIO framework, the research provides a comprehensive analysis of strategic positions and opportunities for business expansion. The study reveals significant opportunities for growth driven by demographic changes, economic development, and increased consumer spending. Key findings indicate that Wong Solo Group’s established brand and operational expertise offer a strong foundation for expansion. However, challenges such as regulatory changes and intense competition need to be addressed. The SWOT analysis highlights internal strengths such as brand reputation and product innovation, while the PESTLE analysis underscores external opportunities and threats. Porter’s Five Forces analysis identifies competitive pressures within the food industry, and the VRIO framework assesses the group’s resources and capabilities. The study concludes with strategic recommendations for Wong Solo Group to leverage its strengths, address its weaknesses, capitalize on opportunities, and mitigate threats. These recommendations aim to ensure successful franchise expansion in the dynamic market environment of East Kalimantan, providing a roadmap for sustained growth and competitive advantage.

Green Value Chain Costs and Their Role in Achieving Sustainable Competitive Advantage

Iraqi companies suffer from a significant waste of resources and an increase in the costs of operations and materials for producing the 2-ton window air conditioner. The reason is that these Iraqi companies did not apply green technologies in their activities and operations. The research aims to develop a 2-ton window air conditioner through the use of green value chain technology, focusing on the activities of green research and development, and green design through (replacement, redesign) to achieve the dimensions of sustainable competitive advantage represented by (cost, quality, flexibility, and concern for the environment). . In his study, the researcher relied on the company’s data for the year 2023, in addition to repeatedly visiting the factory and conducting personal interviews with relevant parties. The researchers reached several conclusions, including that redesigning the heat exchanger from 4 rows to 3 rows will lead to reducing costs by an amount of 20,306 dinars for materials and production processes and increasing the efficiency of cooling performance, in addition to reducing the time of production operations from 45 minutes to 35 minutes, and replacing the gas is unnecessary. Environmentally friendly using environmentally friendly gas will lead to increased performance efficiency, reduced costs, and preservation of the environment due to the inability of environmentally friendly gas to deplete the ozone layer.

Unlocking the potential: redefining talent and competency mapping for Industry 4.0

Purpose This review aims to investigate the impact of Industry 4.0 on talent development, emphasizing the need to redefine talent for the future of work. By exploring the evolving job requirements, the research seeks to map the competencies essential for success in Industry 4.0 and provide insights for developing talent to stay competitive in the digital era. Design/methodology/approach The review uses a comprehensive literature review to systematically trace the evolution of talent and identify the evolving competencies needed for Industry 4.0. Drawing upon established theoretical frameworks of resource-based view, human capital theory and organizational learning theory, this review identifies key factors influencing talent development and Industry 4.0 competencies. Findings The findings reveal that the emergence of automated technologies has altered the traditional understanding of jobs and highlights the importance of talent development aligned with Industry 4.0. By investing in developing Industry 4.0 competencies, organizations empower employees to navigate change and remain competitive. Effective talent management strategies contribute to retaining talented individuals and achieving sustainable competitive advantage for organizations. Practical implications This study has implications for educational institutions in guiding their curriculum, for organizations to identify the skills and talents necessary to adapt to Industry 4.0 and for the government to inform policy changes that contribute to the global economy and promote a skilled workforce. Originality/value This research contributes to the existing literature by comprehensively examining talent in the context of Industry 4.0. It offers a nuanced understanding of the role of talent management in the intersection of talent, competencies and changing technologies in future-proofing organizations.

Making platform firms’ competitive advantage sustainable: The roles of network orchestration capabilities and collaborative innovation

Currently, platform firms lack a sustainable competitive advantage (SCA). Most studies on platform firms’ SCA have adopted a market, rather than a resource, perspective. However, compared with traditional firms, platform firms are highly dependent on external resources, establish close ties with network members. Thus, this research introduces Network Orchestration Theory, defines platform firms as sponsor–orchestrators, rather than player–orchestrators as in existing studies, and develops a theoretical model in which network orchestration capabilities enhance SCA via collaborative innovation, and environmental complexity moderates the main effect. The regression results from Chinese platform firms show that network orchestration capabilities (knowledge mobility, innovation appropriability and network stability) enhanced platform firms’ SCA, collaborative innovation mediated, and environmental complexity weakened the positive effect of innovation appropriability on SCA. This research provides suggestions for platform firms’ SCA, supports research on the classification of network orchestrators, and advances platform research and Network Orchestration Theory.

Unveiling the linkages between entrepreneurial culture, innovation capability, digital marketing capability and sustainable competitive performance of manufacturing SMEs: evidence from emerging countries

Purpose Although the importance of entrepreneurial culture (EC) has been recognized, it remains unclear how EC affects sustainable competitive performance (SCP). This study aims to explore how EC affects SCP via the mediating role of innovation capability (IC) and the moderating role of digital marketing capability (DMC). Design/methodology/approach Based on data gathered from manufacturing small and medium-sized enterprises (SMEs) in Malaysia, the proposed model was tested using partial least squares structural equation modeling via SmartPLS software. Findings The analysis results indicate that EC affects IC, which in turn has a positive effect on SCP. In addition, IC mediates the EC-SCP relationship. Importantly, DMC positively moderates the EC–SCP relationship. Research limitations/implications This study combines IC, DMC and SCP under resource-based view and dynamic capabilities theory into a single framework. Results confirm EC's impact on SMEs' manufacturing sector SCP, with IC mediating this link. However, the cross-sectional design restricts deeper respondent analysis. Practical implications This study offers SME managers/owners and decision-makers insights on enhancing EC for better performance and competitive edge. It highlights IC's crucial role in translating EC into innovation and value creation. Policymakers can also use these findings to design programs for SMEs in emerging markets. Social implications This study underscores the significance of EC adoption not only to generate a sustainable competitive advantage for the firm but also to increase the social as well as economic well-being of the firm, especially in the context of emerging economies, such as Malaysia; which are characterized by diverse ethnic groups contributing to their unique social fabric. Originality/value This work fills the knowledge gap by providing empirical evidence for the mediating and moderating role of IC and DMC, respectively, in the link between EC and SCP, thus significantly contributing to emerging markets, where managers seek to enhance their understanding of using EC for fostering SCP.

Digitally transforming the organization through knowledge management: a socio-technical system (STS) perspective

PurposeIn today’s rapidly evolving business landscape, innovation is the cornerstone for every organization. Knowledge management (KM) is crucial for developing sustainable competitive advantage by fostering innovation. This study aims to identify the key drivers of KM in the context of digital transformation through qualitative research.Design/methodology/approachThis study employs a qualitative approach based on in-depth interviews with senior KM officers, including chief knowledge officers and directors who spearhead KM in their respective organizations. This research identifies four key dimensions, shedding new light on the drivers of KM in the context of digital transformation.FindingsThis study’s findings reveal that the integration of important drivers from the lens of social-technical system (STS) theory is categorized into the four dimensions of KM, namely, motivation, technology, people interaction and organizational drivers. These factors jointly impact and design the effectiveness of KM in the digital age.Originality/valueThis study makes a unique contribution to the field of digital transformation. It presents a conceptual framework from the lens of the STS theory that encompasses four critical dimensions of KM: motivation, technology, people interaction and organizational dimensions, each with sub-codes. This framework can be utilized by practitioners and scholars alike.

Exploring intrinsic factors that affect quality job and turnover intention in the Chinese educational services industry

Organizations must attain a sustainable competitive advantage via the workforce. Active employee engagement can foster motivation and provide intrinsic job satisfaction. This study aims to analyze the impact of prospective intrinsic factors on the turnover intention of academic staff in the educational service industry in Anhui, China. A quantitative study method was devised using the Daniel Pink’s theory with a survey questionnaire consisting of 51 items. The study used a 5-point Likert scale. Nonprobability sampling with the snowball method was exercised for 403 fully completed responses for data analysis using the SPSS program version 23. The Pearson correlation analysis revealed a significant and robust inverse relationship between employee turnover intention and all of the independent variables examined (r² = 55.06 for managerial behavior empowerment, r² = 54.76 for psychological empowerment, r² = 54.46 for career growth opportunity, r² = 63.84 for organizational commitment, and r² = 27.46 for compensation). The multiple regression analysis was subsequently implemented. The model evaluation yields an adjusted R² value of 0.685, signifying that the independent variables collectively account for approximately 69% of the variance in the dependent variable, except for compensation, which exhibits a significant positive correlation with turnover intention. However, it is impossible to disregard the impact of compensation as the silence factor. Appropriate delivery of this baseline reward is necessary to ensure that it satisfies the fundamental requirements of the employee and fosters intrinsic motivation. Acknowledgment This study received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

The Impact of Soft Skills Training on the Behavior of Multinational Technology Company Employees

This research aims to evaluate the impact of soft skills training on the behaviour of multinational technology company employees - Intel Corporation. A survey questionnaire was designed to gather quantitative data regarding the employees' experiences with soft skills training at Intel Corporation Malaysia, covering various dimensions of communication, leadership, teamwork, and conflict resolution in the data collection. A sample of 150 employees of Intel Corporation in Malaysia responded to the study, providing diverse perspectives on how soft skills training can impact employees’ behavior. The data analysis employed both descriptive and inferential statistics, including correlational and regression analyses. The results indicated that soft skills training significantly enhances employee cooperation, leadership acumen, and communication proficiency. The findings have significant implications for Intel Corporation. Enhanced interpersonal skills from such training contribute to better conflict resolution, improved collaboration, and increased employee satisfaction, ultimately boosting productivity and reducing turnover rates. In conclusion, the study underscores the necessity for continuous investment in soft skills training to cultivate a resilient and adaptive workforce, thereby ensuring sustained organizational success and competitive advantage.

Achieving energy efficiency and sustainability in galvanization process: A case study on Indian tower manufacturing industry

Abstract There is a significant gap between India’s energy production and its demand. Dependency on energy imports to meet the energy requirement affects the economic growth & overall development. The manufacturing sector consumes a substantial portion of the country’s energy but also holds considerable potential for reducing consumption. This paper presents a case study on an Indian tower manufacturing industry, aiming to achieve energy efficiency and sustainability in the galvanization process through the application of the statistical tool Design of Experiments (DOE). By systematic implementation of 22 factorial model of DOE, the study identified that the excessive zinc coating thickness is the major cause of energy consumption in hot-dip batch galvanization process (HDBGP). It was found that average LPG consumption is minimized at moderate coating thickness. Applying DOE resulted in a 38.67% reduction in LPG consumption when the zinc coating thickness was maintained at a moderate level in HDBGP. DOE provides a systematic mechanism based on experimental data to identify potential causes of problems and offers statistical validation of results. This research focuses on creating an energy-efficient production system and demonstrates the practical application of statistical tools and techniques to achieve sustainable competitive advantages. Highlights Experimental work using the Design of Experiments tool identified excessive zinc coating thickness as the primary cause of high energy consumption in the hot-dip batch galvanization process. Validation of optimized parameters showed that average energy consumption is minimized at moderate coating thickness, resulting in a 38.67% reduction in energy usage. Design of experiments tool provides a systematic mechanism based on experimental data to identify potential causes of problems and offers successful validation of results. Discussion While the significant reduction in LPG consumption enhances energy efficiency and sustainability, excess reduction in coating thickness may compromise the quality and durability of galvanized products, potentially leading to higher long-term costs for maintenance and replacements. Additionally, the focus on statistical tools like DOE alone could divert attention from exploring alternative potential energy-saving technologies and methods that might offer greater benefits. Therefore, it is also essential to consider the broader implications and potential limitations of various approaches in the quest for sustainability and competitive advantage suitable for the existing manufacturing setups. Graphical abstract

Strategic Dimensions of Eco-Innovation Adoption in Manufacturing SMEs in the Context of Mexico City

This paper investigates the strategic dimensions influencing the adoption of environmental innovations (EIs) in small and medium-sized manufacturing enterprises (SMEs) in Mexico City. The study aims to understand the fundamental strategic dimensions defining eco-innovation and examine how SMEs manage the complexities of incorporating these practices. Employing a mixed-methods approach with documentary analysis and expert interviews, the study identifies key factors influencing EI adoption through causal maps and the viable system model. Findings highlight the significance of external and internal factors such as competitive pressure, economic constraints, technological capabilities, political support, and social influence. This integrative approach emphasizes the importance of adaptability and responsiveness, presenting eco-innovation as a source of sustainable competitive advantage for SMEs.

The Impact of Customer Relationship Management on Sustainable Competitive Advantage Mediator Brand Citizenship Behavior: An Analytical Study in a Sample of Iraqi Banks

The research aims to study the impact of customer relationship management on sustainable competitive advantage through brand Citizenship Behavior in a sample of Iraqi banks. The main problem of the research is summarized in the following questions: "have bank leaderships been able to employ customer relationship management in achieving sustainable competitive advantage? And have they been able to maximize this impact through the mediating role of brand Citizenship Behavior?" The comprehensive survey method was used to collect data, given the importance of the banking sector, both government and private banks in Baghdad were chosen as the focus of this study. Commercial and Islamic banks were considered for examination, and the researcher conducted field visits to six banks, including Rafidain Bank, Trade Bank of Iraq, Alnahrain Islamic Bank, Al Taif Islamic Bank, Iraqi Middle East Investment Bank, National Bank of Iraq. The research sample comprised 212 employees from these banks. Data analysis and hypothesis testing were conducted using appropriate statistical tools with the help of (SPSS and AMOS) software. The results revealed a significant impact of customer relationship management on sustainable competitive advantage through the mediating role of brand Citizenship Behavior.

Artificial Intelligence in Marketing

This thesis explores the application of artificial intelligence in marketing and the trends, challenges and opportunities of digital transformation. Firstly, it introduces the definition, development history and main technology and application areas of artificial intelligence. Then, it analyses the overview of the application of AI in the business field, including personalised recommendation, intelligent customer service and other aspects. Subsequently, how AI has changed marketing strategies and practices is explored and compared with traditional approaches. In terms of specific applications, the role and benefits of personalised recommendation systems, intelligent customer service systems, etc. are highlighted. In addition, the application of data-driven market trend analyses, intelligent predictive models, etc. in marketing is examined. Finally, the impact of AI and digital transformation on marketing is summarised, highlighting the need for companies to strengthen data security and management, and to grasp the opportunities of technological development to achieve sustainable development and competitive advantage.

Enhancing Performance of Zimbabwean Service-based Firms through Digital Transformation and Sustainable Competitive Advantage: A Structural Equation Analysis

Enhancing Performance of Zimbabwean Service-based Firms through Digital Transformation and Sustainable Competitive Advantage: A Structural Equation Analysis

The Use of Project Management to Provide Technological Sovereig

The most important factors, which stipulate the development of any state, are the level of technological independence and availability of sustainable competitive advantages in innovation sphere. Achievement of technological sovereignty in the Russian Federation is a priority task, whose topicality in conditions of unprecedented sanctions pressure is self-evident. In the research the authors analyzed works by home and overseas experts in the field of technological sovereignty and described the problem of possible damage to ecology and human life in the process of developing the technological sphere. Proceed from it the authors put forward an assumption about the necessity of complex approach to reaching the level of critical and end-to-end technologies with regard to goals of sustainable development on the basis of project management. Findings of the research show that there is a certain mutual conformity of goals of sustainable development and national projects being implemented. However, today we have not got projects, whose goals combine achievements of technological independence and principles of sustainable development of the country. The article provides a conceptual scheme of project management use elaborated by the authors. Academic novelty of the scheme is demonstrated by complementarity of specific goals of technological sovereignty and principles of sustainable development.

Navigating organizational change: sequential vs simultaneous approaches to innovation management in modern enterprises

Purpose This study aims to explore the relationship between innovation and strategic management in contemporary enterprises, emphasizing the navigation of organizational change for sustainable competitive advantage. This study addresses the challenge of adapting to dynamic environments and the critical role of leadership, organizational culture and collaboration in successful innovation management. Design/methodology/approach The authors used the typology research design and comparative analysis to explore the principles and strategies underlying different innovation approaches. This study examines their impact on organizational structures, resource allocation and the integration of technological advancements with managerial practices. Findings The authors developed a typology of two innovation management models. The sequential approach emphasizes phased and incremental innovation, while the simultaneous approach advocates for dynamic and comprehensive integration of innovation across the organization. Each model presents distinct advantages and challenges, underscoring the need for a tailored approach based on the enterprise’s context and objectives. Mature companies may benefit from the sequential approach to gradually evolve their innovation, while new and high-tech-intensive companies can leverage the simultaneous approach for dynamic and continuous innovation. Research limitations/implications Future research should examine local bodies and trade unions’ perception on the energy crisis’ impact toward rural entrepreneurship. Practical implications The findings are useful to Greek and European policymakers and rural micro-entrepreneurs as the experience of dealing with several previous crises can be a useful tool when dealing with current and future crises. Originality/value This study enhances understanding of the complex interplay between organizational innovation and strategy. The authors recommend further exploration of emerging technologies, cultural values, collaboration, sustainable practices and changing customer behavior to boost innovation capabilities and achieve success.

Relationship between Leadership, Intangible and Tangible Resources, and Sustained Competitive Advantage in selected Adventist institutions in Zimbabwe

Abstract We investigated the effects of leadership and tangible and intangible resources on sustainable competitive advantage. A cross-sectional survey was conducted using the Seventh-day Adventist Church Institutions in Zimbabwe. A questionnaire was administered to 341 respondents. The results of the correlation analysis show that leadership (r = .57; p<.01), tangible resources (r =. 53; p< .0l), and intangible resources (r =. 43; p< .05) significantly correlate with sustainable competitive advantage. Furthermore, the regression analysis showed that all three variables combined had a significant effect on sustainable competitive advantage (adjusted R-square = .359) (F (3, 327) =62.61, p<0.05). Additionally, the analysis shows that leadership (β = .370; p < 0.05) and tangible resources (β = .273; p < 0.05) contributed the most to the institutions’ sustainable competitive advantage. However intangible resources, singly, do not significantly affect the competitive advantage. The results confirm the key role of leadership in creating a competitive advantage in organizations. Thus, the study highlights that without leaders’ willingness and effective engagement, those institutions cannot effectively compete in the marketplace despite the presence of resources.

Do Underlying Physical Specifications of a Servicescape Matter? The Case of the Cruise Industry

Understanding customer satisfaction in the cruise industry has mainly focused on intangible attributes like dining and spa experiences. This study explores the impact of cruise-ship servicescape, shaped by physical characteristics such as size and width. Our research confirms the impact of servicescape on passenger satisfaction within the cruise industry. Specifically, passengers typically prefer newer, stable, and less crowded ships. We advocate for greater attention to servicescape design for a distinct, sustainable competitive advantage. Recognizing its significance can enhance customer experiences and market positioning. In addition to contributing to the research on the cruise industry and servicescape literature, this study provides valuable insights for industry stakeholders to enhance their understanding and management of customer satisfaction.

Strategic Human Resource Management Practices for Enhancing Employee Engagement and Organizational Performance

This research investigates the role of strategic human resource management (SHRM) practices in enhancing employee engagement and organizational performance. The primary objective is to qualitatively explore how SHRM practices contribute to fostering a highly engaged workforce and driving superior organizational outcomes. The study employs a qualitative methodology, incorporating case studies, in-depth interviews with HR professionals, and thematic analysis to understand the impact of SHRM on employee engagement and organizational performance. The research involves detailed case studies of organizations recognized for their exemplary HR practices, along with interviews with HR managers, executives, and employees. These qualitative data collection methods provide insights into the specific SHRM practices implemented, such as talent management, performance appraisal systems, employee development programs, and inclusive workplace policies. The thematic analysis identifies key themes and patterns in how these practices influence employee motivation, job satisfaction, and overall performance. The findings reveal that organizations that integrate SHRM practices, such as continuous learning opportunities, clear performance feedback mechanisms, and a supportive work environment, significantly enhance employee engagement. The qualitative data suggest that engaged employees are more likely to exhibit higher levels of productivity, creativity, and loyalty, which in turn contributes to improved organizational performance. Case studies highlight that companies with a strategic focus on HR management are better positioned to adapt to changing market conditions and achieve sustained competitive advantage.