Purpose

This paper aims to derive a model that explores how the interplay between knowledge integration capability and innovation impacts strategic orientation, leading to the attainment of sustainable competitive advantage. The study considers the constituents of strategic orientation, namely, customer orientation, competitor orientation and technology orientation, as the basis for achieving sustainable competitive advantage. The study suggests that the firm’s capacity for integrating external and internal knowledge shapes how strategic orientation influences sustainable competitive advantage through service innovation.

Design/methodology/approach

This empirical research relies on qualitative and quantitative data gathered from telecom professionals to assess how knowledge integration and service innovation influence sustained competitive advantage. Structured equation modeling is used to examine the model and its interrelationships.

Findings

The research establishes significant relationships between strategic orientations, knowledge integration capability, service innovation and sustainable competitive advantage. Knowledge integration capability and service innovation are found to mediate the relationship between strategic orientations and the achievement of sustainable competitive advantage.

Practical implications

The study highlights the significant contribution of a firm’s knowledge integration capability in driving service innovation, especially in technology-intensive service industries facing hypercompetition. It also advocates prioritizing technology orientation and integrating knowledge from internal and external sources for competitive advantage.

Originality/value

To the best of the authors’ knowledge, this study is the first to model the effect of knowledge integration capability and service innovation on strategic orientation-led sustainable competitive advantage.

中文翻译：

---

战略导向主导的竞争优势评估：知识整合和服务创新的作用

目的

本文旨在推导一个模型，探讨知识整合能力与创新之间的相互作用如何影响战略导向，从而实现可持续竞争优势。研究认为战略导向的组成部分，即客户导向、竞争对手导向和技术导向，是实现可持续竞争优势的基础。研究表明，公司整合外部和内部知识的能力决定了战略导向如何通过服务创新影响可持续竞争优势。

设计/方法论/途径

这项实证研究依靠电信专业人员收集的定性和定量数据来评估知识整合和服务创新如何影响持续的竞争优势。结构化方程建模用于检查模型及其相互关系。

发现

该研究在战略定位、知识整合能力、服务创新和可持续竞争优势之间建立了重要关系。研究发现知识整合能力和服务创新可以调节战略导向和实现可持续竞争优势之间的关系。

实际影响

该研究强调了企业的知识整合能力在推动服务创新方面的显着贡献，特别是在面临超级竞争的技术密集型服务行业。它还主张优先考虑技术导向并整合内部和外部来源的知识以获得竞争优势。

原创性/价值

据作者所知，本研究首次模拟了知识整合能力和服务创新对战略导向主导的可持续竞争优势的影响。