DIGITAL TECHNOLOGY ADOPTION, CLIENT CO-CREATION & ENTREPRENEURIAL NETWORKING AS DETERMINANTS OF COMPETITIVE ADVANTAGE

Abstract

This study examined effect of digital technology adoption, client co-creation, and entrepreneurial networking on competitive advantage in interior design and architecture enterprises. It further analyzed whether service innovation mediated the relationship between these strategic capabilities and competitive advantage. The study employed a quantitative survey-based research design. The data were collected from interior designers, architects, design consultants and entrepreneurs operating in the creative design sector. Structural equation modeling was applied to evaluate measurement model, test direct hypotheses, and examine mediating role of service innovation. The findings demonstrated that digital technology adoption, client co-creation, and EN had significant positive effects on service innovation. The service innovation significantly higher competitive advantage by refining differentiation, client satisfaction, & market positioning. Mediation analysis confirmed that service innovation mediated the relationship between the three independent variables as well as competitive advantage. The results provide significant information to reach the conclusion of study and making decisions about the research variables in parituclar context. The results showed that interior design and architecture enterprises gain stronger market competitiveness when digital tools, client participation as well as professional networks are transformed into innovative service offerings.