The Mediating Role of Sustainability in the Relationship between Non-Technical Innovation and Competitive Advantage.

Abstract

Today's hypercompetitive business environment requires organizations to find new ways to stand out and sustainability has emerged as a crucial strategy. The intricate relationship that exists between sustainability, competitive advantage, and non-technical innovation is examined in this research. We investigate how non-technical innovations, such as organizational strategies, marketing efforts, and human resource management practices, impact competitive advantage via the mediating pathway of sustainability practices, using a mixed-method approach. This research emphasizes the importance of non-technical innovation to sustainability-driven practices inside firms by drawing on an extensive literature assessment. Our findings indicate that non-technical innovation significantly predicts the adoption of sustainable strategies, thereby fostering the creation of a sustainable competitive advantage. Further illustrating the critical role that sustainability practices play in leveraging creative efforts for sustained competitive success, sustainability mediates the link between non-technical innovation and competitive advantage. The research adds to the body of knowledge by explaining the role of sustainability as a moderator in the link between non-technical innovation and competitive advantage. The study's conclusions have significant management implications as they highlight how crucial it is to incorporate sustainability efforts that originate from non-technical innovation to strengthen competitive positioning in ever-changing market environments.