From Strategic Orientation to Sustainable Competitive Advantage: Explaining the Role of Organizational Capabilities in Enhancing the Competitive Position of Knowledge-Based Companies
Authors
1
Assistant Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
2
Master of Business Administration, Payam Noor University, Alanya,
Abstract
Objective: The objective of this study was to determine the effect of strategic orientation on sustainable competitive advantage of knowledge-based companies with regard to the mediating role of marketing capabilities, technology, and social media.
Method: This study was of an applied type and was conducted using a descriptive-survey method. The statistical population under study included all employees of Dorna Aerospace Knowledge-Based Company, from which 125 people were selected as a statistical sample using a non-probability sampling method. The data collection tool was questionnaires, and data analysis was performed at two levels of descriptive and inferential statistics using SPSS version 25 and Smart-PLS version 3.3 software.
Findings: The results showed that strategic orientation has a positive and significant effect on sustainable competitive advantage, marketing capabilities, technology, and social media, and also, the positive and significant effect of marketing capabilities, technology, and social media on sustainable competitive advantage was confirmed. In addition, social media capabilities have a positive and significant effect on marketing and technology capabilities; finally, it was found that marketing, technology, and social media capabilities play a mediating role in the relationship between strategic orientation and sustainable competitive advantage of Dorna Aerospace Knowledge-Based Company.
Method: This study was of an applied type and was conducted using a descriptive-survey method. The statistical population under study included all employees of Dorna Aerospace Knowledge-Based Company, from which 125 people were selected as a statistical sample using a non-probability sampling method. The data collection tool was questionnaires, and data analysis was performed at two levels of descriptive and inferential statistics using SPSS version 25 and Smart-PLS version 3.3 software.
Findings: The results showed that strategic orientation has a positive and significant effect on sustainable competitive advantage, marketing capabilities, technology, and social media, and also, the positive and significant effect of marketing capabilities, technology, and social media on sustainable competitive advantage was confirmed. In addition, social media capabilities have a positive and significant effect on marketing and technology capabilities; finally, it was found that marketing, technology, and social media capabilities play a mediating role in the relationship between strategic orientation and sustainable competitive advantage of Dorna Aerospace Knowledge-Based Company.
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