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The Role of Emerging Technologies in Shaping the Value Innovation Aptitude Toward Competitive Advantage and Sustainability

In: Smart Technologies for Organizations

Author

Listed:
  • Mohammed A. Hajar

    (Universiti Malaysia Pahang)

  • Daing Nasir Ibrahim

    (Universiti Malaysia Pahang)

  • Mohd Ridzuan Darun

    (Universiti Malaysia Pahang)

  • Mohammed A. Al-Sharafi

    (Sunway University)

Abstract

Maintaining competitive advantage and long-term success has been very challenging for firms, particularly with the current highly competitive business environment. The scale for successful innovation has been more complicated and directly linked with the customers’ value proposition. In this context, companies must adapt to a dynamic process of value innovation to open up new market spaces, make the competition irrelevant, and create valuable intangible resources, including customer satisfaction and loyalty. The main purpose of this paper is to provide a new perspective to achieve competitive advantage and Sustainability through the logic of value innovation and within the context of the Resource-Based View (RBV) of the firm. This paper aims to spotlight the role of emerging technologies in shaping the new business strategy of market transformation to value-creating intangible assets instead of physical, tangible ones. The study presents three test cases of strategic moves of value innovation in digital companies. It shows the significance of emerging technologies in creating intangible resources and competencies and their role in achieving competitive advantage and Sustainability. Thus, this study encourages firms to focus on value innovation and suggests a conceptual framework to achieve competitive advantage and Sustainability by promoting customer satisfaction and loyalty.

Suggested Citation

  • Mohammed A. Hajar & Daing Nasir Ibrahim & Mohd Ridzuan Darun & Mohammed A. Al-Sharafi, 2023. "The Role of Emerging Technologies in Shaping the Value Innovation Aptitude Toward Competitive Advantage and Sustainability," Lecture Notes in Information Systems and Organization, in: Cinzia Dal Zotto & Afshin Omidi & Georges Aoun (ed.), Smart Technologies for Organizations, pages 153-164, Springer.
    • Handle: RePEc:spr:lnichp:978-3-031-24775-0_9
    DOI: 10.1007/978-3-031-24775-0_9
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