بسط الگو قابليت‌هاي بداهه‌ گرايى استراتژيك در شركت‌هاي دانش‌بنيان با رويكرد تجربه مشتري (موردمطالعه سازمان سرمايه‌گذاري در عراق)

In the 21st century, knowledge-based companies an‎d institutions are undergoing unprecedented restructuring to adapt to environmental conditions, particularly regarding customer experience. These companies have realized that customers are critical for their survival an‎d competitive advantage. This research aims to develop a model for strategic improvisational capabilities in knowledge-based companies with a focus on customer experience, specifically studying the Investment Organization in Iraq. The study employs a qualitative analysis method, utilizing thematic analysis based on the Clark an‎d Brown (2006) framework. Data collection for the qualitative section involved semi-structured an‎d in-depth interviews, which were analyzed through two coding phases (open an‎d axial). The research population comprised technological startups with roughly ten years of official presence in Iraq. Twelve senior managers an‎d experts from these companies were ran‎domly selec‎ted for interviews. After analyzing the qualitative findings, 253 open codes, 69 axial codes, an‎d 14 main categories were extracted. For validation, feedback from interviewees an‎d comments from external experts were consulted.Following the qualitative data analysis, a quantitative section was conducted, involving a sample of 384 employees from various knowledge-based companies (technology startups). Field data collection was carried out using a questionnaire consisting of 36 indicators to assess the categories of strategic improvisation an‎d customer experience. The construct validity of the questionnaire was confirmed by university professors, an‎d its reliability was eva‎luated using Cronbachʹs alpha, with all values exceeding 0.7.Data analysis was performed utilizing SmartPLS an‎d SPSS software. Furthermore, the internal model of the research was tested based on a causal structure using the partial least squares technique, confirming the stan‎dardized factor loadings of the variables. The results from hypothesis testing indicate that strategic improvisational capabilities positively an‎d significantly impact strategic improvisation. Strategic improvisation, in turn, has a positive an‎d significant effect on performance improvisation. Moreover, strategic improvisation influences performance improvisation with the moderating role of customer experience.

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