THE EFFECT OF GREEN COMPETITIVE ADVANTAGE IN ENHANCING HUMAN RESOURCE STRATEGY: THE MEDIATING ROLE OF BUSINESS ANALYTICS

Abstract This research investigates the influence of green competitive advantage on human resource strategy, focusing on the mediating effect of business analytics. As sustainable practices become more integrated into pharmaceutical manufacturing companies, using green competitive advantage becomes necessary for long-term operations. The study investigates how business analytics strengthens the link between green competitive advantage and human resource strategy in a way that helps an organization optimize workforce management toward achieving its sustainability goals. A sample size of 338 HR employees at 34 pharmaceutical manufacturing companies in Jordan was analyzed using AMOS to test these relationships. The results show that business analytics is critical in enhancing the relationship between green competitive advantage and human resource strategy. It enables pharmaceutical manufacturers to use data-driven insights in the modification of HR strategies to be aligned with sustainability goals and improve overall performance.