Investigating the Relationship Between Product Innovation and Firm’s Competitive Advantage Applied On “Sigma Fit

Abstract

Purpose: The purpose of this research is to investigate the relationship between product innovation and firms’ competitive advantage. Methodology: To effectively complete this study, the researchers combined primary and secondary data by doing in-depth interviews with a convenient sample and evaluating the results of a questionnaire distributed across 131 participants using IBM's statistical, Statistical package for the social sciences (SPSS) and Smart SPL statistical techniques. Findings: The researchers found that there is a significant relationship between product innovation and firms’ competitive advantage, research, and development, as well as technology. Also, they found out there is a modrate positive relationship between customer orientation and firm’s competitive advantage. Implications: Investigating the relationship between product innovation and firm’s competitive advantage is very essential nowadays. Companies should give more attention and dedicate enough of their budget towards the product innovation as it can help them be differentiated in the market and therefore, gaining a competitive advantage. Also, to provide implication for product innovation, R&D, Customer orientation and technology. This research investigates the relationship between product innovation and firm’s competitive advantage.