THE ROLE OF ORGANIZATIONAL CREATIVITY IN THE RELATIONSHIP BETWEEN STRATEGIC AGILITY AND SUSTAINABLE COMPETITIVE ADVANTAGE

Abstract

The case study aimed to examine the influence of Strategic Agility (SA) across its three dimensions—strategic sensitivity, resource fluidity, and leadership unity—on enhancing Sustainable Competitive Advantage (SCA) in Iraqi private universities through Organisational Creativity (OC). A descriptive-analytical approach was employed, drawing on a sample of senior leaders and supervisors from 16 of the largest private universities in Baghdad, selected from the total of 32 private universities operating in Iraq. These institutions were chosen due to their status as the first private universities established in the country. The study sample comprised university leaders, with 385 questionnaires distributed. Structural equation modelling (SEM) was utilised to test the proposed models using the Smart PLS programme. The findings confirmed a positive relationship between the study variables at both the variable and dimensional levels. The researchers recommended that Iraqi universities adopt flexible strategies to effectively respond to rapid changes in the higher education sector. This includes swiftly reallocating resources in alignment with shifts in demand and market trends, as well as fostering creativity and innovation within these institutions.