Title: How to improve the vision and competitive advantage of a new product? What is the role of ICT and OLC in this improvement?

Authors: Mohammad Hossein Khasmafkan Nezam

Addresses: Management Department, Organisational Behaviour and Human Resource Management, Shiraz University, Shiraz, Iran

Abstract: Human resources and capital are the basis of any successful organisation but nowadays, organisations that learn and are based on innovation are more successful. The purpose of this study is to investigate the impact of information and communication technology (ICT) on new product competitive advantage (NPCA) and new product vision (NPV) through the partial mediating role of organisational learning capability (OLC) by structural equation modelling (SEM). Iran's automobile industry was selected as the statistical population. The results show that ICT has a significant effect on OLC and OLC has a significant effect on NPCA and NPV, which indicates the indirect effect of ICT on NPCA and NPV and confirms the mediating role of OLC. ICT also has a significant direct effect on NPCA and NPV, which confirms the partial mediating role of OLC. Finally, NPCA and NPV can be improved through OLC by using and implementing ICT.

Keywords: information and communication technology; ICT; organisational learning capability; OLC; new product competitive advantage; NPCA; new product vision; NPV; structural equation modelling; SEM.

DOI: 10.1504/IJLIC.2023.130663

International Journal of Learning and Intellectual Capital, 2023 Vol.20 No.3, pp.282 - 309

Received: 30 Jun 2022
Accepted: 03 Sep 2022
Published online: 02 May 2023 *

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