Business Resilience as a Mediator in the Link Between Digital Logistics Strategies and Competitive Advantage: Insights from Emerging Markets

Background: The mediating effect of business resilience in the association between digital logistics strategy and competitive advantage is investigated in emerging markets. Given current global events, digital logistics is more than merely a competitive advantage for firms looking for stability and sustainability. Based on the Resource-Based View (RBV), the research aims to explore how digital strategies promote resilience and performance outcomes, particularly for SMEs in turbulent environments. Methods: They used mixed methods. The quantitative data were obtained from 227 Jordanian SMEs using a structured survey, and the qualitative data were from 10 semi-structured interviews with experts in logistics and marketing. Hypothesized relationships were tested through Partial Least Squares-Structural Equation Modeling (PLS-SEM) and qualitative validation through Thematic Analysis. Results: The results reveal that business resilience is a potent mediator between digital logistics strategies and competitive advantage. Both content marketing and social media marketing contribute to the enhancement of sustainable performance and to decreasing levels of market volatility. Email also has an impact on the sustainability, but does not directly or indirectly affect the volatility. Sustainable performance is thus confirmed to be a major factor for market stability. Conclusions: The findings emphasize the need for resilience-based digital logistics strategies for SMEs in developing economies. Well-directed content and social media marketing support both sustainability and competitive advantage. These findings offer managerial implications for the development of adaptive capacities to achieve long-term performance objectives in uncertain environments.