Competitive advantage via intellectual capital: a moderated mediation analysis

Abstract

PurposeLooking for ways to gain competitive advantage (CA) is one of the most challenging issues for today's businesses. Although previous research considered several aspects in this regard, the literature has largely overlooked the process of gaining CA via strategic intangibles, regarding business type and context. This paper aims to examine how to gain CA through strategic intangibles such as intellectual capital (IC).Design/methodology/approachBuilding on the concept of IC, and using data gathered from both the manufacturing/service and public/private firms, the authors tested a moderated mediation model to determine if the effect of IC on CA was conditioned on business type, competitive intensity and managerial support.FindingsAmong the factors in the relationship between IC and CA, the results discovered the role of business intelligence (BIN) and brand image (IM), as two key mediators. Furthermore, it was revealed that managerial support and competitive intensity moderate the relationship between IC, the mediators and CA. Finally, the authors provide academics and practitioners with some implications.Originality/valuePrevious research did not fully address the aforementioned antecedents (i.e., IC, BIN and IM) toward CA in a comprehensive model. Developing the path toward CA by focusing on the role of intangibles, the authors proposed a moderated mediation model, which has hitherto received scant attention in the field of competition.