Digital Sustainability and Strategic Supply Chain for Achieving a Competitive Advantage: An Empirical Evidence from Telecommunication Industry in the UAE

The research seeks to discuss and examine impact of digital sustainability and strategic supply chain on competitive advantage. It also attempts to establish a model to mitigate the empirical evidence from the Telecom industry in the UAE. Empirical evidence expresses a contemporary perspective that can increase the competitive advantage through digital sustainability and a strategic supply chain in the Telecom sector, which has not been considered in research to date. The research was conducted through an online survey with a convenient sampling technique and incorporated the descriptive, exploratory, causal and analytical research design. A valid sample of 312 participant data was used to measure results through regression, ANOVA. Key findings revealed that digital sustainability is positively correlated with competitive advantage. Besides, it was examined that a strategic supply chain is significantly associated with competitive advantage. The research has limited generalisability as the data was only collected from telecommunications companies in Dubai. A divergent industry population should be considered for future research. Incorporating digital sustainability measures into the telecommunication companies and strategic supply chain management can strengthen their competitive advantages and meet customer demands.