Integration of Strategic Management with Market-Oriented Approaches: A Path Toward Sustainable Growth

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.

کلیدواژه ها:

Strategic Management ، Market Orientation ، Organizational Agility ، Innovation ، Competitive Advantage ، Structural Equation Modeling