Strategic Business Performance in Digital Paradigm: Interplay Among Digital Orientation, Competence, and Team Creativity

Strategic business performance (SBP) is still an unclear but idealized destination for organizations; despite its antecedents embarked by different researchers, the efforts seem still myopic. In current digitalized knowledge-based economy, the importance of digital orientation and competence has emerged as most influential forces to determine SBP. Even though limited studies explored the function of IOT, E-WOM, e-marketing, and other digital factors, they rarely examined the most demanding factor such as team creativity and that how employees can shape basis for SBP through digital orientation. This study, therefore, investigated the linkages between digital orientation, team creativity, digital competence (DC), and SBP. The research investigates the linkage between digital orientation and SBP (H1). Furthermore, team creativity acts as a mediator, while digital competence serves as a moderator, between digital orientation and SBP (H2, H3). A quantitative method and random sampling technique were employed to acquire the data, and 453 samples from tourism businesses were obtained. The findings indicated that digital orientation predicts SBP. Research further demonstrates that the association between digital orientation and SBP is mediated by team creativity. The results also support the idea that digital competence strengthens the link between digital orientation and SBP. Additionally, this research finding hold significant implications together academically and practically. In theory, the research adds to the prevailing literature through underlining the key moderation role of the digital competency in the association among DO and team creativeness. Practically, this study offers valued understandings for businesses looking on the way to leverage latest digital abilities to boost its strategic performance. Through acknowledging the interaction among DO, digital competency, and team creativity, practitioners could make more operational approaches to direct the digital setting and attain sustainable economic benefits.