Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities
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 determina...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Social Sciences |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2025.2457230 |
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| _version_ | 1832581895394689024 |
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| author | Mohammed Majeed Ahmed Tijani Kwame Simpe Ofori Aidatu Abubakari George Oppong Appiagyei Ampong |
| author_facet | Mohammed Majeed Ahmed Tijani Kwame Simpe Ofori Aidatu Abubakari George Oppong Appiagyei Ampong |
| author_sort | Mohammed Majeed |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-5dbd0138874c4674a4c7f89c8d58feb9 |
| institution | Kabale University |
| issn | 2331-1886 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj-art-5dbd0138874c4674a4c7f89c8d58feb92025-01-30T09:47:12ZengTaylor & Francis GroupCogent Social Sciences2331-18862025-12-0111110.1080/23311886.2025.2457230Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilitiesMohammed Majeed0Ahmed Tijani1Kwame Simpe Ofori2Aidatu Abubakari3George Oppong Appiagyei Ampong4Department of Marketing, Tamale Technical University, Tamale, GhanaMinerals Commission, Accra, GhanaSchool of Business and Social Sciences, International University of Grand-Bassam, Grand-Bassam, Ivory CoastWisconsin International University College, GhanaGhana Communication Technology University, Tesano, GhanaEmerging 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.https://www.tandfonline.com/doi/10.1080/23311886.2025.2457230Strategic orientationtechnologysocial mediamarketingcapabilitiessustainable competitive advantage |
| spellingShingle | Mohammed Majeed Ahmed Tijani Kwame Simpe Ofori Aidatu Abubakari George Oppong Appiagyei Ampong Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities Cogent Social Sciences Strategic orientation technology social media marketing capabilities sustainable competitive advantage |
| title | Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities |
| title_full | Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities |
| title_fullStr | Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities |
| title_full_unstemmed | Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities |
| title_short | Impact of strategic orientation on sustainable competitive advantage: the mediating role of organizational capabilities |
| title_sort | impact of strategic orientation on sustainable competitive advantage the mediating role of organizational capabilities |
| topic | Strategic orientation technology social media marketing capabilities sustainable competitive advantage |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2025.2457230 |
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