Leveraging Innovation and Identity for Sustainable Competitive Advantage: An Analysis of Jordanian Bank Performance Drivers

This study explores interrelationships between innovation, green organizational identity, competitive advantage and performance in the Jordanian banking sector.Survey data was gathered from 248 managers across commercial banks.Analysis using PLS-SEM found significant positive links between all variables.Further, competitive advantage fully mediated innovation's effect but only partially mediated organizational identity's impact on bank performance.By illuminating these connection mechanisms, the research provides valuable insights for policymakers seeking to enhance banks' environmental sustainability and competitiveness.Findings confirm the strategic necessity of embedding green values while actively fostering creativity and internal collaboration.