Purpose

This study aims to propose a structural model drawing from the theoretical literature, extending the relative research fields to the competitive strategy. The empirical results involve data collection of 582 data that represents various enterprises in the Indonesian context. The authors develop four scenarios of strategic innovation based on the empirical findings, which extend the discussion on the concept of competitive strategy.

Design/methodology/approach

This paper aims to examine the impact of organisational resilience and marketing communication on competitive advantage through new product development under information technological turbulence.

Findings

The results indicate that product development is less effective to firm competitive advantage during the high information technological turbulence than during low information technological turbulence. This study shows that organisational resilience and marketing communication help firms achieve a competitive advantage. The authors also identify four scenarios for strategic innovation, drawing from empirical results.

Originality/value

This paper extends the literature of resource-based views by proposing a model that concerns product development as the primary determinant of competitive advantage. In addition, this study discusses the intersection between the concept of dynamic capability and contingency theory by examining how firms deal with information technological turbulence.

中文翻译：

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信息技术动荡下的战略创新：组织弹性在竞争优势中的作用

目的

本研究旨在从理论文献中提出一个结构模型，将相关研究领域扩展到竞争战略。实证结果涉及对 582 份数据的数据收集，这些数据代表了印度尼西亚背景下的各种企业。作者根据实证结果开发了四种战略创新情景，扩展了对竞争战略概念的讨论。

设计/方法/方法

本文旨在通过信息技术动荡下的新产品开发来研究组织弹性和营销传播对竞争优势的影响。

发现

结果表明，在信息技术高度动荡期间，产品开发对企业竞争优势的有效性低于信息技术动荡时期。本研究表明，组织弹性和营销传播有助于企业获得竞争优势。作者还根据实证结果确定了战略创新的四种情景。

原创性/价值

本文通过提出一个将产品开发作为竞争优势的主要决定因素的模型，扩展了基于资源观点的文献。此外，本研究通过研究企业如何应对信息技术动荡，讨论了动态能力概念与权变理论之间的交叉点。