Abstract

Purpose: This paper examines the relationship between strategic agility and competitive advantage in industries disrupted by digital technologies. With industries facing rapid technological changes and the rise of digital platforms, organizations are required to adapt swiftly and effectively to maintain competitive advantage. This study investigates how organizations employ strategic agility defined as the ability to reconfigure resources and capabilities quickly to sustain their competitive positioning in the face of digital disruptions.

Design/Methodology: The research adopts a quantitative approach, leveraging statistical tools to assess the impact of strategic agility on competitive advantage. A survey-based data collection method was employed, targeting executives and managers across digitally disrupted industries, including retail, technology, and telecommunications. Structural equation modeling (SEM) was used to analyze the relationships between agility dimensions such as responsiveness, adaptability, and innovation and competitive outcomes.

Findings: The study reveals that strategic agility, particularly in its ability to foster rapid innovation and operational adaptability, plays a crucial role in maintaining a competitive advantage in digitally disrupted markets. The results suggest that firms that exhibit high levels of strategic agility are better equipped to respond to changes in market demands, technological advancements, and customer expectations, leading to enhanced market positioning and profitability.

Originality/Value: This paper contributes to the growing body of knowledge on digital transformation and strategic management by providing empirical evidence on the role of strategic agility in achieving competitive advantage. The findings offer valuable insights for managers seeking to enhance organizational agility to navigate digital disruptions effectively.