Exploring Market Orientation, Entrepreneurship, Pricing, Product Quality, and Innovation as Drivers of Competitive Advantage in E-Commerce Platforms

Abstract

The competitive landscape in e-commerce demands platforms to leverage key drivers such as market orientation, entrepreneurial orientation, pricing, product quality, and innovation. This study investigates the influence of these factors on achieving competitive advantage in the dynamic e-commerce environment. The objective is to evaluate the extent to which these elements contribute to sustained marketplace competitiveness and consumer retention. Employing a quantitative research methodology, data were collected through structured questionnaires distributed to 100 respondents using purposive sampling. The collected data were analyzed using multiple regression analysis to identify the relationships between the independent variables and competitive advantage. The findings reveal that market orientation and entrepreneurial orientation significantly enhance competitive advantage by aligning organizational strategies with market trends and fostering proactive innovation. Additionally, competitive pricing and high-quality products emerge as critical factors in influencing consumer purchasing decisions and loyalty. However, the study emphasizes that continuous product innovation remains a key differentiator in a crowded marketplace. These results underscore the importance of integrating consumer-focused strategies and innovative practices in maintaining a competitive edge in e-commerce. Platforms must prioritize adaptive strategies to address evolving consumer needs while ensuring value delivery through quality and innovation. This research contributes to the understanding of strategic priorities in e-commerce and offers practical insights for businesses aiming to excel in competitive digital markets.