Sustainable Competitive Advantage

The current strategies of increasing work-life quality are being given special attention by both public and private organizations. These quality strategies have arisen because of the highly competitive environment. Also, a safe and healthy work environment that provides the opportunities for employees to enhance their loyalty, affiliation and love towards their work and organization is required in order to achieve the current and future aspirations of the organization. Accordingly, this study aims to explore the direct relationship between the variables: the strategy of work-life quality, strategic agility and sustainable competitive advantage, to identify their indirect relationships with their own dimensions. In order to achieve this, a questionnaire was distributed to both heads of companies and their deputies in large and medium Yemeni manufacturing companies, using a random sampling technique to reach 227 companies out of 554 by distributing 454 questionnaires for the selected population. Cronbach’s Alpha coefficient and exploratory statistics were carried out to identify the quality of measurements used to examine the proposed theoretical method using SEM. The results of the study are that there is a direct relationship between the variables. Additionally, there is an indirect relationship between the independent variable (strategy of work-life quality) and the dependent variable (sustainable competitive advantage) using strategic agility as a mediator in Yemeni large and medium manufacturing companies. These findings ensure the validity of the proposed theoretical model. In addition, it fills the knowledge gap regarding this issue and the findings highlight the competitive challenges that Yemeni companies must be aware of.

Branding is an operational strategy to distinguish the industry, besides at present time, companies and organizations are not only pursuing competition for owning the market of products and services, but also making effort to align customers' mental perceptions with themselves (product/ brand) .Nowadays, the brand is no longer just a potent mechanism available for managers. Branding is a strategic requirement that supports organizations to make more profits for customers as well as sustainable competitive advantages. Sustainable competitive advantage is essential to maintain the survival of organizations at present competitive environment. Competitive advantage is an invisible structure and is inherently complex and demanding to identify due to its latent nature.

Introduction: Today, competitive intelligence and ethics play a valuable role in promoting sustainable competitive advantage and technology commercialization capabilities of companies. According to the current competitive environment, companies are looking for a suitable solution for survival and durability. Therefore, the present research was conducted with the aim of analyzing the relationship between competitive intelligence activities and ethics and sustainable competitive advantage and technology commercialization capabilities. Material and Methods: This research was applied and among descriptive-correlation researches. The statistical population was managers and experts in the fields of research and development, quality, marketing, commerce, sales, production, training, human resources and information technology of 11 large dairy companies in Tehran and Fars provinces. The sample size of the research was 306 people, and they were selected by cluster sampling method. The questionnaire tool was made by the researcher and finally the data were analyzed through SPSS 26 and Smart PLS 3 with structural equation modeling method. Results: The results showed that the proposed model has a good fit for Iran's dairy industry. Competitive intelligence and ethics activities have a significant effect on sustainable competitive advantage and technology commercialization capabilities. Also, technology commercialization capabilities have a significant effect on the sustainable competitive advantage of companies. Conclusion: Using the current research model in the dairy industry improves sustainable competitive advantage. Companies can help improve sustainable competitive advantage by considering competitive intelligence and ethics and technology commercialization capabilities.