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

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.