Abstract
M.Com. (Business Management)
The growing pressure faced by organisations as a result of changes in the business environment and intense global competition has created the need for organisations to adapt and rejuvenate in order to remain competitive and profitable. An important way that organisations can do this is through a proactive strategic effort that will enable them to shape future competition rather than to respond to a future dictated by their environment. The strategic use of organisational resources and capabilities has been reorganised as central in the pursuit of a sustained competitive advantage in dynamic markets.
The purpose of this study was to explore how Company X can pursue a sustained competitive advantage within the dynamic environment in which it operates from the vantage point of the Resource Based View. To this end this study prescribed and explored organisational culture and innovation enabling capabilities as strategic and dynamic resources which are effective sources of competitive advantage.
The study examined through a synthesized literature review the strategic resources and capabilities which support the overarching objective of the research. Various frameworks were applied to identify, evaluate and guide the capabilities such that they best align with a dynamic organisational environment.
The research methodology applied to this study was a qualitative case study. Data was gathered in two phases, firstly through a surveying instrument and secondly by means of semi structured interviews. The criteria for selecting the sampled respondents was their ability to concisely and holistically contribute towards the aim of the study, leveraging of relevant experience and an in depth assimilation of organisational knowledge.
Overall the analysis of the case study revealed a misalignment between the dominant culture at Company X, the dynamic nature of its environment and the need for a competitive advantage. Organisational capabilities with either an enabling or inhibiting impact on innovation were also investigated and informed the outcomes of this study’s objectives. The conclusions and implications suggested that Company X reflect on the efficacy of its strategy in driving innovation, as well to ensure that leadership hones its ability to appropriately leverage off the diverse...