The Influence of Green Strategic Management, Strategic Flexibility, Entrepreneurial Orientation on Sustainable Competitive Advantage, and Moderation of Disruptive Technology in Book Publishers in Central Jawa

Purpose: This study investigates the influence of Green Strategic Management (GSM), Strategic Flexibility (SF), and Entrepreneurial Orientation (EO) on Sustainable Competitive Advantage (SCA) in the book publishing industry of Central Java, with Disruptive Technology (DT) acting as a moderating factor. Theoretical Reference: The research is grounded in Resource-Based View (RBV), Dynamic Capabilities Theory, and Disruptive Innovation Theory. These frameworks explore how GSM, SF, and EO create a competitive advantage while disruptive technologies impact their relationships. Method: The study utilized survey data collected from 242 book publishers in Central Java, determined using Slovin's formula for sample size calculation. The data were analyzed using the Partial Least Squares (PLS) method to assess the studied variables' direct and moderating effects. Results and Discussion: The findings indicate that GSM, SF, and EO positively and significantly influence SCA. Furthermore, DT positively moderates the relationship between GSM and EO but does not moderate the relationship between SF and EO. This suggests combining green strategies and entrepreneurial actions can enhance competitive advantages due to technological disruptions. Research Implications: The study suggests that book publishers adopting GSM, SF, and EO will achieve better competitive performance, particularly when leveraging disruptive technologies. The practical implications include guiding publishers in developing adaptive strategies to meet sustainability and technological challenges. Originality/Value: This research provides novel insights into the role of GSM, SF, and EO in sustaining competitive advantage within the context of the rapidly evolving publishing industry and how disruptive technologies can further amplify or limit these effects.