Impact of Proactive and Defensive Strategic Orientations on Competitive Advantage:
The Moderating Role of Corporate Characteristics
DOI:
https://doi.org/10.61856/332kk894Keywords:
Strategic Orientations, Proactive Strategy, Defensive Strategy, Competitive Advantage, Corporate Characteristics.Abstract
This study aimed to examine the effect of strategic orientation, represented by proactive and defensive orientations, on achieving competitive advantage in industrial companies. A descriptive analytical approach was adopted, and the study instrument was developed based on relevant previous literature. Data were collected from a randomly selected sample of 166 respondents, with all questionnaires successfully returned and analyzed using the Statistical Package for the Social Sciences (SPSS). The findings revealed that both proactive and defensive strategic orientations have a statistically significant positive effect on competitive advantage in industrial companies. The results also demonstrated statistically significant relationships, as indicated by the probability (p) values. Based on these findings, the study recommends that senior management strengthen strategic orientation practices and foster a culture that supports proactive and defensive strategic approaches to enhance competitive advantage and achieve sustainable organizational performance.
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