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Cited by 3

The DOI matches its Crossref record; 72 of the 72 references it cites were found in a registry or an index.

Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities

Majeed, Mohammed, Tijani, Ahmed, Ofori, Kwame Simpe, Abubakari, Aidatu, Ampong, George Oppong Appiagyei·2025·Cogent Social Sciences
DOI 10.1080/23311886.2025.2457230
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Abstract

Emerging economies face numerous challenges; thus, gaining and sustaining competitive advantage has become imperative. Despite the relevance of competitive advantage, its linkages with organizational capabilities and strategic orientation remain underexplored. Thus, this study examines the determinants of firms’ sustainable competitive advantage. Specifically, it analyzes the impact of strategic orientation on organizational capabilities, and how social media capability mediates the relationship between strategic orientation and sustainable competitive advantage. The study employed a quantitative research approach, and the sample consisted of 305 non-traditional exporters from Ghana, who were purposively sampled from the Ghana Export Promotion Authority database. The proposed model was tested using the partial least squares approach to structural equation modelling (PLS-SEM) on SmartPLS 3. The study revealed that strategic orientation has a significant positive effect on technology, social media, and marketing capabilities. In addition, a significant positive relationship was found between social media capabilities and technological capabilities, as well as between marketing capabilities and firm competitive advantage. This finding suggests that social media and technological and marketing capabilities aid firms in realising the full potential of their strategic orientations, which in turn influences sustainable competitive advantage.

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Citations

Cites

Research works printed but not linked: 12

  1. Chang, C. H., & Chen, S. H. (2015). How organizational culture and leadership style affect innovation capability and performance. Journal of Business Research, 68(7), 1426–1436.
  2. Gerber, J. J., & Owens, D. A. (2018). Creating sustainable competitive advantage. Harvard Business Review, 96(3), 120–129.
  3. Iansiti, M., & Lakhani, K. R. (2020). AI and the future of competitive advantage. Harvard Business Review, 98(1), 61–70.
  4. Keller, K. L. (2013). Strategic brand management: Global edition. Pearson Higher Education.
  5. 10.22381/jsme10120222 · DOI
  6. 10.1177/002224299005400201 · DOI
  7. Li, J., Lin, Z., Wang, S., & Zhang, S. (2018). Technological innovation, absorptive capacity, and organizational innovation: A study of China’s manufacturing industry. Journal of Business Research, 87, 1–10.
  8. O’Cass, A., & Fenech, T. (2013). Web 2.0 business models for social media marketing. Journal of Business Strategy, 34(3), 25–31.
  9. Prahaland, C.K., & Hamel, G. P. (1990). The Core Competencies of the Corporation. Harvard Business Review, 68(3), 79–91.
  10. Rezaei, S., & Valaei, N. (2018). Social media marketing: The impact of market orientation on brand awareness and purchase intention. International Journal of Business and Management, 13(10), 1–16.
  11. 10.1177/002224299505900306 · DOI
  12. Xu, Y., Yalcinkaya, G., & Segars, A. H. (2006). The effects of strategic orientation and technology competence on firm performance. Journal of Business Research, 59(9), 964–971.

Metadata

Authors
Majeed, M., Tijani, A., Ofori, K. S., Abubakari, A., & Ampong, G. O. A.
Venue
Cogent Social Sciences
Publisher
Informa UK Limited
Published
2025-01-30
Volume
11
Issue
1
ISSN
2331-1886
DOI
10.1080/23311886.2025.2457230
Cited by
3
References
72
Language
en
Licence
creativecommons.org/licenses/by/4.0/ (vor)

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

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