Unlocking sustainable competitive advantage in developing economies with a special focus on eco-innovation and green marketing

This research examines the direct impacts of digital leadership (DL), human capital (HC), and knowledge management (KM) on sustainable competitive advantage (SCA), while also exploring the mediating role of eco-innovation (EI) and the moderating influence of green marketing (GM) least-developed country like Bangladesh. This study is grounded in the resource-based view (RBV), natural resource-based view (NRBV), and dynamic capabilities view (DCV), employing a quantitative methodology through a survey of 330 data were collected from individual employees representing their organizations likes RMG, pharmaceutical, and IT sectors in Bangladesh. Results from Structural Equation Modeling (SEM) reveal that DL, HC, and KM significantly affect SCA both directly and indirectly via Eco-Innovation. Furthermore, GM serves as a crucial moderating factor in the interaction between Eco-Innovation and SCA, enhancing the effect of Eco-Innovation on SCA in the presence of strong GM practices. The results reveal theoretical perspectives on the interaction between internal resources and environmental strategies, particularly in resource-constrained contexts within developing countries. The study emphasizes the significance of strategic alignment between DL, HC, KM, and market-oriented GM practices for achieving SCA. Policymakers and managers must prioritize integrated capability development and innovation centered on sustainability. The research also suggests opportunities for future investigation, specifically the incorporation of longitudinal data and wider cross-industry comparisons.