The Impact of Innovation on Achieving Competitive Advantage: A Case Study of Jordan Telecom Group—Orange

The objective of this research is to investigate the influence of innovation in its diverse forms, including marketing innovation, production innovation, operational innovation, and organizational innovation, on obtaining different types of competitive advantage like cost leadership, differentiation, and focus on supervisory roles within Jordanian Telecommunications Group—Orange. The researcher employed a descriptive analytical approach utilizing (SPSS). Due to the large size of the study population, the researcher used a purposive sample, with a minimum of 480 supervisory positions in accordance with Sekaran's table. The sample of 313 questionnaires was disseminated, approximately 65% of the study population, with 250 workers returning completed questionnaires, resulting in a response rate of around 64%. The study discovered that innovation in all four dimensions had a statistically significant positive influence on achieving a competitive advantage in the Jordanian Telecommunications Group—Orange. Therefore, the study recommends that innovation in all its forms should continue to be developed and supported, as it plays a vital and constructive role in maintaining and achieving a competitive advantage within the Jordanian Telecommunications Group—Orange.