Khaled Al Shawabkeh

Developing a sustainable competitive advantage has emerged as a pivotal objective for organizations due to the dynamic and constantly evolving business environment, challenges modern organizations encounter, rapid market fluctuations, and intense competition. This study aims to examine the impact of strategic agility on sustainable competitive advantage and the mediating role of strategic renewal within an emerging economy such as Jordan. The study collected data from 217 executives holding senior and intermediate positions in telecommunications companies in Jordan. This paper utilized partial least squares structural equation modeling (PLS-SEM) with SmartPLS4 software to test hypotheses and assess the measurement and structural models. According to the findings, strategic agility has a significant positive impact on sustainable competitive advantage (β = 0.590, t = 8.042, p ≤ 0.000) and high explanation power (R2 = 0.828), which means that 82.8% of the variance in sustainable competitive advantage has been explained by strategic agility and strategic renewal. Moreover, strategic renewal partially mediates the relationship between strategic agility and sustainable competitive advantage. In addition, the study revealed that the model’s predictive power was medium. This paper contributes to the body of knowledge and existing literature about the impact of strategy renewal and agility on sustainable competitive advantage in Jordanian telecommunications companies. Organizations incorporating strategic agility and renewal into their strategy can manage uncertainties, swiftly adjust to changes, and attain sustainable competitive advantage.