Leveraging Organizational Agility for Sustainable Competitive Advantage: The Role of Innovation and Market Orientation

International Journal of Business Society, Vol. 8, Issue 10
Mansour Khalifa HamadAbdulathim Abduljalil Ahmed
Organizational AgilitySustainable Competitive AdvantageInnovationMarket Orientation
PDFRegular IssueDOI: 10.30566/ijo-bs/2024.10.138
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Abstract

Sustainable Competitive Advantage (SCA) hinges on integrating organizational agility, innovation, and market orientation to navigate dynamic markets. Agility enables rapid sensing and adapting to environmental shifts, while innovation transforms adaptability into novel solutions. Market orientation aligns strategies with evolving customer needs and competitive trends. Grounded in Resource-Based View, Dynamic Capabilities, and Market Orientation theories, this framework highlights their synergistic roles in fostering SCA. Practical strategies include embedding agile practices, fostering innovation ecosystems, and leveraging customer insights, empowering firms to sustain competitiveness in volatile environments.

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Article Information

Article Details
Volume & IssueVol. 8, Iss. 10
Publication DateOct 10, 2024
Authors
Mansour Khalifa Hamad
Abdulathim Abduljalil Ahmed
DOI
10.30566/ijo-bs/2024.10.138
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