The Role of Marketing Mix, Services Quality and Environmental Orientation on Competitive Advantage: Moderating Role of Business Environment

Abstract

Competitive advantage (CA) achievement has been the foremost element for the organizational success and this aspect requires the new researchers’ emphasis. So, the present article examines the impact of marketing mix, services quality and environmental orientation (EO) on the CA of manufacturing industry in Ethiopia. The study also investigates the moderating role of business environment among marketing mix, services quality, EO and CA. The study gather the primary data from the marketing department employees of manufacturing industry in Ethiopia. The study also employed the smart-PLS to check the data reliability and nexus among variables. The outcomes indicated that the marketing mix, services quality and EO have a positive nexus with CA. The results also exposed that business environment significant moderates among marketing mix, services quality, EO and CA. The article guides the policymakers in developing regulations related to improve the CA using effective marketing mix, services quality and EO.