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Article
Publication date: 7 June 2022

Danzen Bondoc Olazo

The purpose of the current research is to investigate the relationship between marketing capabilities and marketing innovation toward the sustainable competitive advantage

Abstract

Purpose

The purpose of the current research is to investigate the relationship between marketing capabilities and marketing innovation toward the sustainable competitive advantage of small and medium enterprises in the Philippines. The research study aims to improve the prior conducted literature by concentrating on the precursors of innovation in marketing and its impact on building a sustainable competitive market. The paper intends to address this by examining the following variables using a mixed-method approach.

Design/methodology/approach

The researcher employed the mixed methods particularly the sequential explanatory design to explain and interpret the quantitative data collected from 89 business owners/managers using Jamovi Software while the qualitative data were collected through an in-depth interview conducted with 10 SME owner-managers of new and established businesses in Angeles City, Pampanga using Taxonomic Coding Scheme. The sequential explanatory design was used to explain and interpret quantitative results by collecting and analyzing follow-up qualitative data.

Findings

This study investigates the relationship between marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines through mixed method approach. For quantitative result, the study found that marketing competency significantly influenced marketing innovation. The result shows that all SMEs have enough people in place who are capable of implementing marketing innovation activities and use new technology like the use of information technology. The paper also found that marketing innovation, significantly predicted sustainable competitive advantage. MSMEs exhibit this innovation such as product, price, place, and promotion can create a distinctive position in the market towards sustainable competitive advantage. The paper also tested the mediation effect of marketing innovation that influences the relationship between marketing competence and sustainable competitive advantage. Most of the hypotheses posited were supported. For qualitative data, it was revealed that these SMEs through their key informants and key leaders are open to innovations thus, willing to learn by establishing networks with customers and other managers/business owners to expand and improve their business. The food business in Pampanga is highly competitive, and most of the SMEs are engaged with it. In order to survive the saturated market, continuous improvement is important in the identified areas for growth and innovation. Mixed method analysis supported quantitative and qualitative findings. Hence, it indicated that marketing competency significantly influences sustainable competitive advantage, which can be achieved through marketing innovation. In this study, the researcher analyzed the influence between marketing competence and marketing innovation to achieve a sustainable and competitive market.

Research limitations/implications

There were certain limitations of this research study. First, the lack of panel data limits the investigation of causality that is instrumental in substantiating the findings. Second, the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department, and marketing department affect innovation commercialization will likely provide more meaningful insights. Moreover, finally, future studies may go beyond the scope of our study to examine (1) food and meat processing, (2) agriculture, hunting, and forestry, (3) hotels and restaurants, (4) mining and quarrying, (5) wholesale and retail trade, (6) transport, storage communication.

Practical implications

To remain relevant in this extraordinary time, this paper suggests a support instrument to offer vital data on different categories of innovation to the foodservice sector SMEs in Angeles City to embrace and implement new innovative methods in their practices. The key practical implication of this research, therefore, is the requirement for small and medium business owner-managers to improve their technical capability to realize the full benefits, particularly in terms of more responsive and user-centered, data-driven marketing personnel.

Social implications

These findings may influence positive social change by contributing to more effective and efficient marketing practices in small and medium firms that can lead to better financial performance, higher survival rates, and a healthier economic system. This study demonstrates that SME owner-managers require new skillsets to overcome the barriers to adopting technology for marketing. This primary capability is a prerequisite to the competitive advantage of the business, yielding to brand equity, business growth, and marketing dominance.

Originality/value

This study used a sequential explanatory mixed-methods strategy to determine the significant variables. This paper addresses an interesting and practical issue related to the impact of marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines using mixed method approach.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Book part
Publication date: 7 October 2015

Azizah Ahmad

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive

Abstract

The strategic management literature emphasizes the concept of business intelligence (BI) as an essential competitive tool. Yet the sustainability of the firms’ competitive advantage provided by BI capability is not well researched. To fill this gap, this study attempts to develop a model for successful BI deployment and empirically examines the association between BI deployment and sustainable competitive advantage. Taking the telecommunications industry in Malaysia as a case example, the research particularly focuses on the influencing perceptions held by telecommunications decision makers and executives on factors that impact successful BI deployment. The research further investigates the relationship between successful BI deployment and sustainable competitive advantage of the telecommunications organizations. Another important aim of this study is to determine the effect of moderating factors such as organization culture, business strategy, and use of BI tools on BI deployment and the sustainability of firm’s competitive advantage.

This research uses combination of resource-based theory and diffusion of innovation (DOI) theory to examine BI success and its relationship with firm’s sustainability. The research adopts the positivist paradigm and a two-phase sequential mixed method consisting of qualitative and quantitative approaches are employed. A tentative research model is developed first based on extensive literature review. The chapter presents a qualitative field study to fine tune the initial research model. Findings from the qualitative method are also used to develop measures and instruments for the next phase of quantitative method. The study includes a survey study with sample of business analysts and decision makers in telecommunications firms and is analyzed by partial least square-based structural equation modeling.

The findings reveal that some internal resources of the organizations such as BI governance and the perceptions of BI’s characteristics influence the successful deployment of BI. Organizations that practice good BI governance with strong moral and financial support from upper management have an opportunity to realize the dream of having successful BI initiatives in place. The scope of BI governance includes providing sufficient support and commitment in BI funding and implementation, laying out proper BI infrastructure and staffing and establishing a corporate-wide policy and procedures regarding BI. The perceptions about the characteristics of BI such as its relative advantage, complexity, compatibility, and observability are also significant in ensuring BI success. The most important results of this study indicated that with BI successfully deployed, executives would use the knowledge provided for their necessary actions in sustaining the organizations’ competitive advantage in terms of economics, social, and environmental issues.

This study contributes significantly to the existing literature that will assist future BI researchers especially in achieving sustainable competitive advantage. In particular, the model will help practitioners to consider the resources that they are likely to consider when deploying BI. Finally, the applications of this study can be extended through further adaptation in other industries and various geographic contexts.

Details

Sustaining Competitive Advantage Via Business Intelligence, Knowledge Management, and System Dynamics
Type: Book
ISBN: 978-1-78441-764-2

Keywords

Article
Publication date: 17 February 2022

Anggraeni Permatasari, Wawan Dhewanto and Dina Dellyana

Indonesian woven craft small- and medium-sized enterprises (SMEs) have encountered several difficulties in sustaining their success in the digital era. The performance of…

Abstract

Purpose

Indonesian woven craft small- and medium-sized enterprises (SMEs) have encountered several difficulties in sustaining their success in the digital era. The performance of the business is contingent upon its ability to gain competitive advantage through traditional knowledge capabilities. The purpose of this research is to study the role of traditional knowledge management processes towards competitive advantage and sustainable performance for woven craft SMEs.

Design/methodology/approach

This research used a quantitative approach with a survey strategy. Confirmatory research was conducted to test five hypotheses to determine the causal relationship of four variables, namely, traditional knowledge management, dynamic capabilities, competitive advantage and sustainable performance. This study used a purposive sampling strategy and gathered data from 385 respondents. The sample was selected based on predetermined criteria, including operation for more than five years and entrepreneurial activity using traditional knowledge as a resource to manage product innovation. The analytical technique used was structural equation modelling with the support of the AMOS programme.

Findings

The findings indicated that traditional knowledge management processes directly affect dynamic capabilities and sustainable performance. This study also found traditional knowledge management processes play a significant role in enhancing competitive advantage mediated by dynamic capabilities. However, traditional knowledge management processes have no significant effect on competitive advantage. Hence, there is a significant effect contributed by the relationship between traditional knowledge management processes and sustainable performance. Therefore, in the context of craft woven SMEs, the higher the traditional knowledge-based capabilities, the higher their sustainable performance.

Originality/value

The novelty shows a direct relationship between traditional knowledge management processes and sustainable performance. This study also found traditional knowledge management processes meditated by dynamic capabilities have a relationship with competitive advantage. Traditional knowledge management processes will trigger an increase in dynamic capability which is a source of business development; those conditions will increase sustainable performance. Traditional knowledge-based capability is an antecedent of sustainable performance. The benefits of this research can be used as scientific literature regarding the link between traditional knowledge management processes, competitive advantage and sustainable performance. The results of this study can also be used as a basis for empowering traditional woven craft SMEs in Indonesia.

Details

Journal of Enterprising Communities: People and Places in the Global Economy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6204

Keywords

Article
Publication date: 4 March 2022

Wenfu Wang, Dongsheng Zhang, Hongwei Wang, Qingxiang Zhu and Hakimeh Morabbi Heravi

To attain green economic efficiency, small, micro and medium-sized firms must follow environmental paradigms. This research aims to discover the relationship between green…

Abstract

Purpose

To attain green economic efficiency, small, micro and medium-sized firms must follow environmental paradigms. This research aims to discover the relationship between green intellectual capital, green entrepreneurial orientation, green marketing, green organizational culture and competitive advantage strategies to attain sustainable manufacturing business success.

Design/methodology/approach

Today, many companies have accepted their responsibilities, that their operations should not harm the environment. This paper aims to discover the relationship between green factors and competitive advantage strategies to succeed in sustainable manufacturing. The employees of the large manufacturing firms in China are the sample population of the present investigation. Through simple random sampling, surveys were distributed via email. The present study was a quantitative analysis. The analytical tool utilized here was structural equation modeling and SmartPLS program applications.

Findings

The empirical outcomes find that green intellectual capital positively influences competitive advantages and sustainable success in business. In addition, the impact of green entrepreneurial orientation on competitive advantages and sustainable success is positive and significant. The findings illustrated that green marketing is an essential factor in competitive advantage and sustainable success in business. Another point is that green organizational culture positively affects competitive advantages and sustainable success. Finally, competitive advantages have significantly affected sustainable success in business.

Practical implications

The outcomes help specialists enhance their practices to reflect sustainable business efficiency and competitive advantages.

Originality/value

This is the first study that examined businesses' sustainable success and green factors in a comprehensive model and using a specific sample of manufacturing companies based on green technologies.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 1 April 2021

Miaomiao Yang, Juanru Wang and Jin Yang

The purpose of this paper is to investigate how boundary-spanning search affects sustainable competitive advantage under the conditions that competitors also search and to…

Abstract

Purpose

The purpose of this paper is to investigate how boundary-spanning search affects sustainable competitive advantage under the conditions that competitors also search and to test the moderating role of knowledge integration capability.

Design/methodology/approach

This paper classifies boundary-spanning search into proactive search and responsive search by considering competition and develops a theoretical model in which knowledge integration capability moderates the effects of proactive and responsive searches on sustainable competitive advantage. Empirical analyses were conducted on the data of 245 Chinese advanced manufacturing firms.

Findings

The results show that proactive and responsive searches have inverted U-shaped relationships with sustainable competitive advantage. Moreover, the relationships between proactive and responsive searches and sustainable competitive advantage are moderated by knowledge integration capability. Specifically, as knowledge integration capability increases, the inverted U-shaped relationship between proactive search and sustainable competitive advantage becomes flatter, whereas the inverted U-shaped relationship between responsive search and sustainable competitive advantage becomes almost linear.

Originality/value

This paper enriches the research of boundary-spanning search by considering competition and uncovers how boundary-spanning search affects sustainable competitive advantage under the conditions that competitors also search. Furthermore, this paper sheds light on that the effects of proactive and responsive searches on sustainable competitive advantage are even more complex than inverted U-shaped patterns and provides a contingent viewpoint to deeply understand the relationship between boundary-spanning search and sustainable competitive advantage.

Details

Baltic Journal of Management, vol. 16 no. 3
Type: Research Article
ISSN: 1746-5265

Keywords

Article
Publication date: 9 August 2011

Yu Cui and Hao Jiao

With increasing research focus paid to dynamic capabilities, there is an increased need to explore how dynamic capabilities can help business firms to realize corporate

4192

Abstract

Purpose

With increasing research focus paid to dynamic capabilities, there is an increased need to explore how dynamic capabilities can help business firms to realize corporate responsibility with stakeholders for achieving sustainable competitive advantage. The purpose of this paper is to explore the mediation effect of strategic alliance with stakeholders on the relationship between dynamic capabilities and sustainable competitive advantage in China, an emerging market, to give suggestions on how to manage corporate responsibility to address a rapidly changing environment.

Design/methodology/approach

The paper tested its hypotheses on a sample in the context of China. Specifically, 700 questionnaires were sent out; 300 were collected, of which 227 were usable. The partial least squares (PLS) structural equation modeling approach was used to analyze the data and test the hypotheses.

Findings

The paper has incorporated dynamic capabilities view and corporate responsibility perspective to explain the effects of strategic alliance with different stakeholders to sustainability in emerging markets. The empirical results show that opportunity‐sensing capability, reconfiguration capability and technological flexibility capability have significant impacts on sustainable competitive advantage. Additionally, the finding indicates that the effect of opportunity‐sensing capability on sustainable competitive advantage is fully mediated by strategic alliance with stakeholders. Moreover, the result indicates that the influence of reconfiguration capability on sustainable competitive advantage is partially mediated by strategic alliance with stakeholders. The result indicates that the influence of technological flexibility capability on sustainable competitive advantage is partially mediated by strategic alliance with stakeholders too.

Originality/value

Combining theory and evidence from the study, an empirical verification of the links between dynamic capabilities and sustainable competitive advantage in the context of China's emerging economy was conducted. This theme has not yet been studied in the current literature in corporate responsibility. The research suggests that business firms can employ dynamic capabilities to achieve sustainable competitive advantage by means of strategic alliance to meet corporate responsibility to address hyper‐competitive environments.

Details

Corporate Governance: The international journal of business in society, vol. 11 no. 4
Type: Research Article
ISSN: 1472-0701

Keywords

Article
Publication date: 19 June 2017

Shampy Kamboj and Zillur Rahman

This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of…

3597

Abstract

Purpose

This study aims to observe the association between market orientation (MO), marketing capabilities and sustainable innovation and to determine the contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators.

Design/methodology/approach

The data for this study were collected by administering a survey, and well-defined scales were used for quantifying the data. Theories propounded by various authors were used to form the theoretical framework of the study while keeping those theories relevant to the Indian context. The study uses structural equation modelling to empirically test proposed hypothesis and research model of the relationships.

Findings

The results indicated that MO has a positive influence on marketing capabilities, including product development, communication, channel linking and pricing. The study also found, albeit with exceptions, a positive association between marketing capabilities and sustainable innovation. These exceptions were communication capability on technical innovations and channel linking capability on non-technical innovations. In addition, findings reveal that marketing capabilities fully mediate MO to performance link while sustainable consumption partially mediates the relation between sustainable innovation and competitive advantage. Competitive advantage also partially mediates marketing capabilities to performance relationship.

Research limitations/implications

This study deals with four marketing capabilities only and uses cross-sectional data, instead of longitudinal data, that comprises data of 192 service firms in India.

Originality/value

The study sets forth empirical evidence for the argument that specific marketing capabilities lead to sustainable innovation. The study further clarifies contributions of marketing capabilities, sustainable consumption and competitive advantage as mediators in the proposed research model.

Details

Management Research Review, vol. 40 no. 6
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 1 December 2020

I Wayan Edi Arsawan, Viktor Koval, Ismi Rajiani, Ni Wayan Rustiarini, Wayan Gede Supartha and Ni Putu Santi Suryantini

This study aimed to examine and explain the role of knowledge sharing in shaping innovation culture to improve business performance and build sustainable competitive

2076

Abstract

Purpose

This study aimed to examine and explain the role of knowledge sharing in shaping innovation culture to improve business performance and build sustainable competitive advantage. Most empirical research tended to be conducted in large companies, and there are limited studies on this topic in the SME sector. Thus, the study needs to re-examine whether the theories developed to understand large companies apply to SMEs.

Design/methodology/approach

This quantitative study involved 259 respondents from a 59 sampling frame consisting of three levels of management of export SMEs in the Bali province of Indonesia. The questionnaire used to gather the data used a semantic differential scale, and the data were analyzed using SmartPLS software.

Findings

The results showed that knowledge sharing significantly influenced innovation culture, business performance and sustainable competitive advantage. Theoretically, this research provides insight into the body of knowledge in innovation culture and business performance as a mediator variable.

Research limitations/implications

Cross-sectional design limits the authors from drawing definitive generalizations, and self-reported measures used in the study increase the chances of bias.

Practical implications

The study's findings could motivate managers and practitioners to place emphasis on knowledge sharing and innovation culture in the SME sector.

Originality/value

The role of knowledge sharing has been focused on large companies in several countries. However, research examining the role of knowledge sharing in building an innovation culture is still rare in the SME sector, particularly in Indonesian SMEs. Therefore, research on this topic is needed because Indonesia has not only a different culture but also different business practices.

Details

International Journal of Productivity and Performance Management, vol. 71 no. 2
Type: Research Article
ISSN: 1741-0401

Keywords

Article
Publication date: 20 September 2021

Aluisius Hery Pratono

This study aims to understand the culture of excellence by examining the role of entrepreneurial culture in shaping how firms achieve sustainable competitive advantage

Abstract

Purpose

This study aims to understand the culture of excellence by examining the role of entrepreneurial culture in shaping how firms achieve sustainable competitive advantage (CA). This study takes into consideration the firms’ capability to transform the entrepreneurial culture into a sustainable CA by generating product development and adapting the information technological turbulence.

Design/methodology/approach

This study first gathers evidence from literature then carries out a detailed study to propose a structural equation model followed by an online survey that supports empirical evidence. This empirical test involves a data set with 782 usable responses following the 4,000 emails sent to the respondents and removed data due to the missing values. The population data are taken from the firm directory in Surabaya City that the Indonesian Ministry of Trade and Industry published.

Findings

There is a strong tendency that entrepreneurial culture is imperative for firms to attain sustainable CA by supporting new product development. The results show that product development provides a partial mediating effect, which indicates that entrepreneurial culture may affect the sustainable CA directly and with the product development support. This study also touches on dynamic capability by proposing a scenario approach that suggests that firms should refine the entrepreneurial culture to adapt to the information technological turbulence.

Originality/value

This study extends the understanding of the culture of excellence by underpinning the dynamic capability theory, which argues that entrepreneurial culture is a valuable resource, which helps firms achieve sustainable CA by promoting product development.

Article
Publication date: 9 May 2008

Christopher Heywood and Russell Kenley

This purpose of this paper is to propose a model for the relationship between corporate real estate management (CREM) practices and an organisation's sustainable

4994

Abstract

Purpose

This purpose of this paper is to propose a model for the relationship between corporate real estate management (CREM) practices and an organisation's sustainable competitive advantage. Corporate real estate (CRE) plays an important but poorly recognised role in organisational competitiveness.

Design/methodology/approach

The model was developed from the strategic management, organisational competitiveness, and CRE literatures. A total of 162 CREM practices from the literature were connected, where possible, with cost, innovation and differentiation sources of sustainable competitive advantage. Clustering similar practices allowed the summarising of competitive effects in those clusters and each of the sources of sustainable competitive advantage. Technical CREM practices were the focus of analysis as they constitute the traditional core of CREM.

Findings

Many gaps were identified in the theoretical connections between practices and sources of sustainable competitive advantage. Overall, cost dominated as the mode of competition most affected by the practices. Cost, innovation and differentiation made roughly equivalent positive contributions, but cost was most negatively affected by CREM practices.

Research limitations/implications

The model is conceptual and provides a framework for aligning CREM practices with an organisation's competitive strategies, to build CRE‐based strategic capabilities for competitiveness, and to optimise practices' competitive effects. The holistic model directly links core CRE techniques with business outcomes and establishes a framework for further exploration of this important relationship.

Originality/value

Organisational competitiveness, CRE, and CREM are seldom studied. This paper provides a useful connecting framework for CRE researchers and practitioners to research and advance efforts to realise CRE value for organisations.

Details

Journal of Corporate Real Estate, vol. 10 no. 2
Type: Research Article
ISSN: 1463-001X

Keywords

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