Vol: 12, Issue: 2 2022

Page: 172-196

The Moderate Role for Organizational Memory in Promoting the Relationship Between Strategic Improvisation and Sustainable Competitive Advantage

Muthana Zahim Faisal

http://doi.org/10.37648/ijtbm.v12i02.009

The constantly changing environment has forced many banks to adopt improvised and harmonious responses to some unexpected events. These events sometimes led to the creation of the need for a method of strategic improvisation in order to preserve the sustainability of the environment. Here, the researcher felt the need to conduct a deep study on the relationship between strategic improvisation and sustainable competitive advantage. Therefore, this research seeks to reveal the relationships that can lead to suggesting an intermediary model that investigates the relationships between the variables of strategic improvisation, organizational memory, and sustainable competitive advantage. The current research uses the quantitative method in collecting data and information through the employees of the senior administrations in (8) eight Iraqi private banks. The research found that strategic improvisation is positively related with sustainable competitive advantage, and the most importantly, organizational memory was the mediating variable between strategic improvisation and sustainable competitive advantage. However, the current research will contribute to reducing to some extent the shortcomings of the traditional resource-based vision, enhancing the understanding of strategic improvisation, as well as contributing to the achievement of sustainable development goals. The research also contributes to providing some suggestions to managers, in terms of encouraging them to learn improvisation, and to make decisions in difficult situations.