UNLOCKING COMPETITIVE ADVANTAGE: EXPLORING THE INFLUENCE OF ORGANIZATIONAL UNLEARNING

The purpose of this paper is to examine the role of organizational unlearning in shaping competitive advantage, with particular attention to its potential mediating mechanisms.The authors aim to expand the traditional perspective, which predominantly emphasizes organizational learning, by exploring how unlearning enables organizations to adapt their knowledge and practices in pursuit of competitive advantage.Design/methodology/approach: The study is based on a quantitative analysis of data collected from 363 randomly selected Polish enterprises.Structural equation modeling (SEM) was used to test the relationships between unlearning, creativity, innovation, and competitive advantage.Validated measurement scales were employed, and firm age and size were included as control variables.Findings: Our findings highlight that while organizational unlearning does not directly impact competitive advantage, its effect becomes significant when mediated by organizational creativity.Moreover, our study underscores that although organizational creativity fosters innovation, innovation alone does not directly translate into competitive advantage.These findings challenge conventional assumptions about the linear relationship between unlearning, innovation, and firm performance, suggesting that creativity, rather than innovation, serves as a mediator between unlearning and competitiveness. Research limitations/implications:A key limitation of the study lies in the potential bias resulting from the use of a single data source, as well as the focus on competitive advantage rather than financial metrics.Future research should consider longitudinal and comparative approaches that integrate both qualitative and quantitative perspectives on unlearning across diverse organizational contexts.Practical implications: The study suggests that cultivating a culture of strategic unlearningthrough the removal of outdated practices and support for organizational creativity -may enhance organizational agility and long-term performance.Encouraging collaboration, communication, and experimentation could help strengthen organizations' ability to build and sustain competitive advantage.Originality/value: Our paper contributes to knowledge management and organizational change literature by highlighting the strategic importance of creativity in unlearning-driven competitive advantage.It offers a novel empirical perspective that refines existing assumptions about the role of innovation and creativity in linking unlearning to organizational outcomes.