THE IMPACT OF PRODUCT AND PROCESS INNOVATION AND  TECHNOLOGICAL DIMENSIONS ON THE SUSTAINABLE  COMPETITIVE ADVANTAGE OF MANUFACTURING COMPANIES

Dragana Vuković; Ana Dukić; Ana Urošević; Božo Ilić

doi:10.59267/ekoPolj2501241V

Authors

Dragana Vuković Academy of Vocational Studies Šumadija, Department Aranđelovac, Aranđelovac, Serbia https://orcid.org/0009-0007-3271-7312
Ana Dukić Academy of Vocational Studies Šumadija, Department Aranđelovac, Aranđelovac, Serbia https://orcid.org/0000-0003-2349-2805
Ana Urošević Academy of Vocational Studies Šumadija, Department Aranđelovac, Aranđelovac, Serbia https://orcid.org/0000-0002-1978-0321
Božo Ilić Academy of Vocational Studies Šumadija, Department Aranđelovac, Aranđelovac, Serbia

DOI:

https://doi.org/10.59267/ekoPolj2501241V

Keywords:

product innovation, process innovation, technological innovation, sustainable competitive advantage

Abstract

This study investigates the impact of product, process, and technological innovations on the sustainable competitive advantage of manufacturing companies. An empirical survey was conducted on a sample of 252 employees. The results reveal that product innovation positively influences market share and customer loyalty, while process innovation enhances cost efficiency and operational effectiveness. Moreover, the technological dimension not only directly contributes to competitive advantage but also moderates the relationship between product and process innovations, amplifying their beneficial effects. These findings underscore the strategic importance of investing in technological advancements to maximize the impact of product and process innovations. The study provides valuable insights into the synergistic effect of these innovations, offering practical implications for managers aiming to strengthen competitive positioning. By integrating technological advancements with product and process innovation strategies, companies can achieve long-term sustainability and economic success. The research contributes to the existing body of knowledge by demonstrating the moderating role of the technological dimension in fostering sustainable competitive advantage.

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