{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,12]],"date-time":"2026-06-12T19:10:41Z","timestamp":1781291441865,"version":"3.54.1"},"reference-count":191,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2024,1,17]],"date-time":"2024-01-17T00:00:00Z","timestamp":1705449600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JKM"],"published-print":{"date-parts":[[2024,7,25]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to derive a model that explores how the interplay between knowledge integration capability and innovation impacts strategic orientation, leading to the attainment of sustainable competitive advantage. The study considers the constituents of strategic orientation, namely, customer orientation, competitor orientation and technology orientation, as the basis for achieving sustainable competitive advantage. The study suggests that the firm\u2019s capacity for integrating external and internal knowledge shapes how strategic orientation influences sustainable competitive advantage through service innovation.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>This empirical research relies on qualitative and quantitative data gathered from telecom professionals to assess how knowledge integration and service innovation influence sustained competitive advantage. Structured equation modeling is used to examine the model and its interrelationships.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The research establishes significant relationships between strategic orientations, knowledge integration capability, service innovation and sustainable competitive advantage. Knowledge integration capability and service innovation are found to mediate the relationship between strategic orientations and the achievement of sustainable competitive advantage.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n<jats:p>The study highlights the significant contribution of a firm\u2019s knowledge integration capability in driving service innovation, especially in technology-intensive service industries facing hypercompetition. It also advocates prioritizing technology orientation and integrating knowledge from internal and external sources for competitive advantage.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>To the best of the authors\u2019 knowledge, this study is the first to model the effect of knowledge integration capability and service innovation on strategic orientation-led sustainable competitive advantage.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jkm-07-2023-0660","type":"journal-article","created":{"date-parts":[[2024,1,15]],"date-time":"2024-01-15T22:36:43Z","timestamp":1705358203000},"page":"1937-1962","source":"Crossref","is-referenced-by-count":22,"title":["Evaluation of strategic orientation-led competitive advantage: the role of knowledge integration and service innovation"],"prefix":"10.1108","volume":"28","author":[{"given":"Sundeep Singh","family":"Sondhi","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Prashant","family":"Salwan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abhishek","family":"Behl","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Suman","family":"Niranjan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tim","family":"Hawkins","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2024,1,17]]},"reference":[{"issue":"2","key":"key2024072409133879600_ref001","doi-asserted-by":"crossref","first-page":"104","DOI":"10.1016\/j.jik.2017.07.003","article-title":"Knowledge management, decision-making style and organizational performance","volume":"4","year":"2019","journal-title":"Journal of Innovation & Knowledge"},{"key":"key2024072409133879600_ref002","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1016\/j.jbusres.2018.12.071","article-title":"Strategic orientation, innovation performance and the moderating influence of marketing management","volume":"97","year":"2019","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2024072409133879600_ref003","doi-asserted-by":"crossref","first-page":"1099","DOI":"10.1108\/BIJ-06-2016-0101","article-title":"Conceptualizing trust with cultural perspective in international business operations","volume":"24","year":"2017","journal-title":"Benchmarking: An International Journal"},{"issue":"3","key":"key2024072409133879600_ref004","doi-asserted-by":"crossref","first-page":"171","DOI":"10.1016\/j.jik.2019.02.002","article-title":"Market-sensing capability, knowledge creation and innovation: the moderating role of entrepreneurial-orientation","volume":"4","year":"2019","journal-title":"Journal of Innovation & Knowledge"},{"issue":"1","key":"key2024072409133879600_ref005","first-page":"33","article-title":"Strategic assets and organizational rent Raphael","volume":"14","year":"2007","journal-title":"Strategic Management Journal"},{"issue":"2","key":"key2024072409133879600_ref006","doi-asserted-by":"publisher","first-page":"620","DOI":"10.1177\/0149206316673718","article-title":"Does it pay to compete aggressively? 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