Digital creativity and its role in achieving sustainable competitive advantagean analytical study of a number of small and medium-sized technology companies in Najaf Governorate

Abstract

The current research aims to uncover the relationship and impact between digital creativity as an independent variable and sustainable competitive advantage as a dependent variable, and to demonstrate the direct and indirect impact on long-term competitiveness in today's business environment, characterized by rapid change and continuous technological development. The research relied on a descriptive-analytical approach and used a questionnaire as the primary means of obtaining data and information from the surveyed companies operating in the technology and electronics sector (Al-alrusn Company, alsaebari Company, Bawabat Al-Saad Company, United Company, SMS Company, and Al-Amir Computers Company). The research sample consisted of (63) employees from these companies. The research adopted a purposive sampling method and a comprehensive survey, and adopted a descriptive-analytical approach to understand the opinions of those working in this field. The research results showed that digital creativity contributes significantly to the development of products and services, improves customer experience, and accelerates innovation processes, thus achieving a sustainable competitive advantage that is difficult for competitors to imitate or surpass. The research recommends that the surveyed companies adopt a culture of digital innovation, enhance technological infrastructure, and encourage research and development to ensure sustainable competitiveness in local markets.