The Impact of Strategic Orientation on Achieving Sustainable Competitive Advantage: An Exploratory Study of the Opinions of a Sample of Employees at the College of Engineering / University of Diyala

Abstract

This research aims to understand the relationship between strategic orientation and its dimensions, and competitive advantage and its dimensions. The need to achieve sustainable competitive advantage through strategic orientation is evident, leading us to the following question: To what extent does strategic orientation contribute to achieving competitive advantage in the College of Engineering? A questionnaire was used as the data collection tool, and (145) questionnaires were distributed to the research sample, with (105) completed from the total population. The SPSS program and some statistical methods were used to analyze the research data. The research reached a number of conclusions, the most important of which is the existence of a correlation and influence between strategic orientation and its dimensions, and competitive advantage and its dimensions. This indicates that strategic orientation is one of the fundamental factors contributing to achieving sustainable competitive advantage in the College of Engineering. The research also concluded with a set of recommendations, the most important of which is the necessity of leveraging the significant relationship and influence between strategic orientation and sustainable competitive advantage in order to meet the requirements of competitiveness and improvement in the college under study, and to utilize its findings to achieve these requirements.