EFFECT OF IT PERSONNEL CAPABILITIES ON THE SUSTAINABLE COMPETITIVE ADVANTAGES

Valuable IT personnel's are able to integrate business planning processes in line with suitable existing IT resources more effectively; formulate and develop valuable effective applications that assist the business needs of the firm quicker than rivals; flexible communication among business units more efficiently; forecasting of future business needs, and innovate unique new product attributes before rivals. Few empirical studies indicates that the capability of IT personnel is the main driver of the sustained firm performance due to its unique attributes and inimitable to owned by other rivals which easily suit Barney VRIN attributes and hence able to generate a sustainable competitive advantage (SCA). Strategic scholars argued that firms are unable to sustain their performance unless sustain its competitive advantages thus, the need to address the crucial role of IT personnel capability on the generating and sustaining firms advantages is more needed especially those firms that are operating in the turbulent environments. Therefore, the aim of this study is to address the significant gap that emerged in the literature and linking firm's sustained performance as an outcome of sustainable competitive advantages from low-tech industry and within developing country context. In addition, the study provide deep analysis concerning which skills and knowledge that should owned by skillfulness IT staffs within Malaysian furniture industry. To conclude, based on the valuable prior empirical studies, this study found that IT personnel capabilities tend to be the main driver of SCA especially those furniture firms that combine between arts and technology know-how to provide unique designs. This conceptual study has a critical effect on the body of knowledge which provide depth analysis from strategic management and management information system perspectives. As well as, the study offers useful implications and practical suggestions for policymakers, related agencies, and stakeholders.