Anahtar Kelimeler
Reading the compass
navigator’s dilemma
sustainable competitive advantage
market insight
Nasıl Atıf Yapılır
Özet
This study addresses the essential Navigator’s Dilemma: the significant challenge of resource allocation between developing profound, intuitive market understanding—Knowing the Ocean (KtO)—and refining data-driven tactical execution—Reading the Compass (RtC). By systematically synthesizing literature from 2015 to 2025 and conducting a thorough multi-case analysis across four diverse, turbulence-prone industries—consumer tech, luxury goods, fintech, and sustainable logistics—this research quantifies the importance of KtO in fostering sustainable competitive advantage (SCA). Results indicate that KtO accounts for 68% of SCA variance in volatile conditions, notably surpassing RtC, which accounts for 32%. Importantly, the effectiveness of RtC relies on strong KtO foundations; lacking deep contextual understanding, analytical precision can lead to operational weaknesses and strategic shortsightedness. Examples demonstrate how firms utilize KtO by anticipating cultural shifts or latent needs before their competitors, leading to resilient growth, while those dominated by RtC fall into the pitfalls of reactive optimization. This analysis, rooted in empirical evidence, calls for a fundamental change: achieving sustainable advantage requires a strategic reallocation of resources to develop KtO capabilities—improved sensemaking, anticipatory cognition, and contextual intelligence—while treating RtC as an essential, albeit secondary, executional tool. The study offers a clear framework for managing complexity, emphasizing the importance of developing insights rather than just focusing on measurement skills for lasting strategic resilience.
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Telif Hakkı (c) 2025 Simon Suwanzy Dzreke, Semefa Elikplim Dzreke