EMPLOY STRATEGIC FLEXIBILITY IN ACHIEVING SUSTAINABLE COMPETITIVENESS OF IRAQI BANKS: A SURVEY OF BANKS IN SALAH AL-DIN GOVERNORATE

Abstract

The research aims to identify the possibility of employing strategic flexibility in banks and adapting to environmental changes is one of the most important tools for gaining a sustainable competitive advantage. sustainable Iraqi banks. To achieve the objectives of the research, the opinions of a sample of employees were taken and analyzed using Partial Least Squares (PLS) application. And, we reached many results, the most important of which is the existence of a vital role for strategic flexibility in achieving sustainable competitive advantage. The researchers suggest to the management of Iraqi banks (Rasheed Bank & Rafidain Bank) the study sample with interest in applying the requirements of sustainable competitive advantage to interact with the banking environment effectively