Strategic Vigilance and its Impact in Formulating A Sustainable Strategy - A Survey of A Sample of Employees in the Baghdad Soft Drinks Company

Abstract

The research deals with the study of the impact of strategic vigilance in formulating a sustainable strategy, as rapid developments in economic, technological and other fields impose on organizations many changes in the organizational structure and business activities to achieve the necessary sustainability and rapid response to any new changes. The research problem lies in the company's lack of awareness of the importance of strategic vigilance in building and formulating a sustainable company strategy. The research aims to shed light on the importance of strategic vigilance in monitoring the competitive environment and identifying the expected strengths and weaknesses in the organization's environment, thus achieving its sustainability and continuity for the longest possible period. The questionnaire was designed according to the research hypothesis, and Baghdad Soft Drinks Company was chosen as the site for conducting the research. The questionnaires reached (40) employees, chosen from managers, heads of departments, units, and divisions in line with the research topic. The research reached a set of conclusions, the most important of which is the existence of a correlation between research variables of the strategic vigilance and the formulation of sustainable strategy, in addition to that, the company seeks to obtain a competitive advantage through strengthening the dimensions of strategic vigilance and thus improving the sustainable strategy. The research also recommends the necessity of developing strategic plans that would deal professionally with strategic vigilance and enhance the sustainable strategy.