Happiness Strategy for Competitiveness: A New Perspective to Compete

We live in the BANI environment (brittle, anxious, nonlinear, incomprehensible), making the business environment hyper-competitive. The concept of competitiveness has become even more essential in these times. Strategy has evolved to keep up with the changing environment, and many new concepts have been added to its arsenal for answering strategic challenges and leveraging strategic opportunities for firms. This conceptual article proposes adding a happiness strategy as a new concept to the strategy to add to its evolution and solve the challenge of staying competitive in these hyper-competitive times. A happiness strategy is a way to achieve competitiveness. It can achieve competitiveness through cost leadership, differentiation, and dual advantage. This approach has implications for both practitioners and academicians. It helps practitioners by giving them a new way to solve the challenge of competitiveness. It helps academicians by providing them with a new way to look at the discipline of strategy and competitiveness and opens up an avenue to carry out further research to strengthen this new concept.