چکیده مقاله
This study investigates the combined effects of strategic management and market orientation on competitive advantage and organizational innovation Five research hypotheses were tested, including the influence of strategic orientation on market orientation, the impact of market orientation on organizational agility, the effect of organizational agility on innovation performance, the influence of innovation performance on competitive advantage, and finally, the indirect effect of market orientation on competitive advantage The results of structural equation modeling revealed that strategic management orientation positively and significantly affects market orientation, which in turn enhances organizational agility and improves innovation performance Furthermore, organizational innovation was found to have a direct and significant impact on competitive advantage This research highlights that a market oriented strategic approach can effectively strengthen both the competitive advantage and innovation capacity of organizations Lastly, the study offers recommendations for executives and researchers, emphasizing the development of market oriented strategies, the reinforcement of organizational agility, and investments in innovation
کلیدواژهها
نویسندگان
Zahra Foroutanfar
Department of Chemistry, Shahreza Branch, Islamic Azad University, Shahreza, Iran
شیوه ارجاع
Foroutanfar, Zahra,1404,Integration of Strategic Management with Market-Oriented Approaches: A Path Toward Sustainable Growth,1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404