The role of strategic direction in achieving competitive advantage : A field study in Yemeni private universities

Abstract

This study explores the link between strategic orientation and competitive advantage in Yemeni private universities located in Sana'a. Utilizing a survey approach, the study analyzes the impact of three strategic dimensions (entrepreneurial, market-oriented, and technology-oriented) on three competitive advantage dimensions (quality, excellence, and cost). Findings reveal a statistically significant association between the two constructs, highlighting the importance of strategic alignment for achieving a competitive edge. While the study confirms a generally high level of strategic orientation implementation within these universities, it also identifies room for improvement regarding competitive advantage realization, particularly in the area of excellence. Recommendations emphasize the need for universities to refine their strategic approaches by further understanding market demands and optimizing resource allocation to translate strategic intent into tangible competitive, as well as conducting further studies to analyze the external environment of private universities in Yemen, such as political, economic, social, security and technological factors, and their impact on competitive advantage.