IMPROVING SUSTAINABLE OPERATIONS PERFORMANCE THROUGH FOURTH INDUSTRIAL REVOLUTION TECHNOLOGIES: THE MEDIATING ROLE OF STRATEGIC INTELLIGENCE AND INTERACTION WITH STRATEGIC FLEXIBILITY-A CASE STUDY IN AL-NARJIS PIPE PRODUCTION COMPANY
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Abstract
This study aims to investigate the impact of Fourth Industrial Revolution technologies on enhancing the performance of sustainable operations at Al-Narjis Company for Plastic Pipes Production, with a focus on the mediating role of strategic intelligence and the interactive role of strategic flexibility. The study sample consists of 100 employees from the company, with data collected using specially designed questionnaires. The Fourth Industrial Revolution technologies covered in this study include the Internet of Things (IoT), Artificial Intelligence (AI), 3D printing, and Big Data analytics. These technologies aim to improve operational efficiency, reduce waste, and increase productivity in sustainable ways. The mediating role of strategic intelligence was examined by exploring how the company uses intelligent information in making strategic decisions that enhance sustainability. Strategic flexibility was studied as an interactive factor contributing to the company's ability to quickly adapt to environmental and technological changes. The results indicate that Fourth Industrial Revolution technologies play a crucial role in improving the performance of sustainable operations at Al-Narjis Company, with a strong positive impact from both strategic intelligence and strategic flexibility. The findings illustrate that using these technologies, in conjunction with strategic intelligence and flexibility, can enhance the company's ability to achieve sustainability goals and adapt to technological changes. The study recommends increasing investment in Fourth Industrial Revolution technologies and developing the strategic capabilities of employees to boost efficiency and effectiveness in sustainable operations. It also suggests enhancing the company's strategic flexibility to keep pace with rapid technological advancements and competitive environment changes.
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