THE CONCEPT OF AL-FALAH (HOLISTIC SUCCESS) AS A FACTOR IN CREATING A SUSTAINABLE COMPETITIVE ADVANTAGE OF YAYASAN DAKWAH ISLAMIAH MALAYSIA (YADIM)

This study aims to explore the concept of Al-Falah (holistic success) as the factor that can contribute to creating a sustainable competitive advantage for the public sector organization through a qualitative research design involving document analysis and semi-structured interviews. Al-Falah is a very rich word and dynamic term that is generally associated with action that constitutes a comprehensive meaning of success which is the intended result of sustainable competitive advantage. Sustainable competitive advantage is an important concept in strategic management that refers to an organization's ability to outperform its competitors. Competitiveness can be achieved through many factors such as product uniqueness, cost-effectiveness, innovation, and service quality. There is a difference between the aims of competitive advantage for a public sector organization with that of a private sector since their creation is to fulfil the responsibilities of government and not for commercial and profit orientation. The study affirmed that the Al-Falah (holistic success) concept as an appropriate framework to create sustainable competitive advantage for organizations in a public sector setting since the motivation is engaging in public good by providing their knowledge base and services for the benefit of the populace and not for profit and market orientation.