Mansour Khalifa Hamad; Abdulathim Abduljalil Ahmed
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.
[ FULL TEXT PDF 1-9] DOI: 10.30566/ijo-bs/2024.10.138
