ENVIRONMENTAL UNCERTAINTY, STRATEGIC-PLANNING, AND TECHNOLOGICAL COMPETITIVE ADVANTAGE

Strategic and competitive considerations have been long separated from the technological innovation activities of the firm. Part of the reason lies with the complexities involved in integrating technology and innovation issues into the firm's overall strategic planning. This study explores the effects of environmental uncertainty and planning processes (i. e., strategic planning sophistication, technology-strategic planning integration) on the firm's competitive advantage obtained through technological innovations. Contrary to the theoretical predictions, findings revealed that planning factors did not modify the impact of environmental uncertainty on the firm's technological competitive advantage. That is, managers strive to achieve technological competitive advantage by relying on intuitive, informal approaches rather than using formal, sophisticated strategic plans. These intuitive approaches may not fully tap the firm's best potential to achieve technological competitive advantage. Efforts must be directed toward effectively integrating technology into the firm's strategic planning.