THE EFFECT OF GREEN STRATEGIC MANAGEMENT, STRATEGIC FLEXIBILITY, ENTREPRENEURIAL ORIENTATION ON SUSTAINABLE COMPETITIVE ADVANTAGE AND MODERATED DISTRUPTIVE TECHNOLOGY IN BOOK PUBLISHERS IN CENTRAL JAVA
Book publishers in Central Java face challenges in achieving sustainable competitive advantage amid intense competition from national competitors like Greenbook.ID, Gramedia, and Erlangga, as well as the prevalence of pirated book sellers disrupting market prices. Drawing from the Strategic Management Process and the Resource-Based View (RBV), this study highlights the importance of green strategic management and strategic flexibility in establishing sustainable competitiveness. Recognizing gaps in empirical findings on these strategies, this research introduces entrepreneurial orientation and disruptive technology as novel elements to enhance the understanding of achieving sustainable advantage. The study examines the effects of green strategic management and strategic flexibility on competitive advantage, with entrepreneurial orientation as a mediator and disruptive technology as a moderator, using a sample of 242 book publishers out of a population of 611 in Central Java. Findings reveal that disruptive technology moderates the impact of green strategic management but not strategic flexibility on entrepreneurial orientation, and both green strategic management and strategic flexibility indirectly influence sustainable competitive advantage through entrepreneurial orientation.
Green Strategic Management, Strategic Flexibility, Entrepreneurial Orientation, Disruptive Technology, Sustainable Competitive Advantage.