THE IMPACT OF DIGITAL TRANSFORMATION AS A MEDIATING VARIABLE BETWEEN PRODUCTION STRATEGIES AND ACHIEVING SUSTAINABLE COMPETITIVE ADVANTAGE

Abstract This study examines how digital transformation affects the relation between production strategies and sustainable competitive advantage (SCA). The data is collected from 16 Jordanian pharmaceutical companies with the help of Questionnaire. Structural Equation Modelling (SEM)is used for the analysis. the finding of this study revealed that production strategies directly and positively influence SCA. It is found that digital transformation mediates the association between production strategies and SCA. This paper provides practical suggestions that pharmaceutical Businesses may gain and sustain competitive advantage via digital transformation in a challenging business environment.