THE IMPACT OF EXTERNAL SUPPLY CHAIN AND SUSTAINABLE COMPETITIVE ADVANTAGE ON THE PRODUCT INNOVATION PERFORMANCE: THE MODERATING ROLES OF INNOVATION TYPE

This study delves into the intricate interplay between external supply chain dynamics, sustainable competitive advantage, innovation types, and product innovation performance. Through a comprehensive exploration, this research seeks to shed light on the relationships and their implications for organizations. The conceptual framework was constructed by introducing demographic variables such as position, company type, capitalization, etc. The minimum acceptable sample size for this study was calculated to be 384 and 520 valid questionnaires were distributed and returned to the companies in different industries through stratified sampling method, and hypotheses were formulated. Through related research, it was concluded that there is a strong positive relationship between the effectiveness of the external supply chain and the product innovation performance of an organization, there is a significant positive relationship between sustainable competitive advantage and product innovation performance, and innovation type does not have a significant moderating effect on the relationship between the external supply chain and product innovation performance. This study lays the groundwork for future research to explore deeper nuances in external supply chains, sustainable competitive advantage, and innovation types to enrich the collective knowledge of innovation and supply chain management.