Manuscript Title:

THE IMPACT OF DIGITAL TRANSFORMATION AS A MEDIATING VARIABLE BETWEEN PRODUCTION STRATEGIES AND ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE

Author:

MURAD SALIM ATTIANY

DOI Number:

DOI:10.5281/zenodo.14832245

Published : 2025-02-10

About the author(s)

1. MURAD SALIM ATTIANY - Faculty of Business, Middle East University, Amman-Jordan.

Full Text : PDF

Abstract

This study examines how digital transformation affects the relation between production strategies and sustainable competitive advantage (SCA). The data is collected from 16 Jordanian pharmaceutical companies with the help of Questionnaire. Structural Equation Modelling (SEM)is used for the analysis. the finding of this study revealed that production strategies directly and positively influence SCA. It is found that digital transformation mediates the association between production strategies and SCA. This paper provides practical suggestions that pharmaceutical Businesses may gain and sustain competitive advantage via digital transformation in a challenging business environment.


Keywords

Digital transformation, strategies, production strategies, flexible production, SCA, competitive advantage.