“…Innovation, encompassing the development and adoption of new ideas, products, processes, or business models, is a key driver of competitive advantage and differentiation in the technology industry. This finding is consistent with existing literature highlighting the positive impact of innovation on business performance such as (Al-Hanakta et al, 2023;Blommerde, 2022;Irwanti et al, 2020;Pastor Pérez et al, 2019;Shahzad et al, 2022), as innovative businesses are better positioned to meet evolving customer needs, penetrate new markets, and outperform competitors. By continuously investing in research and development, fostering a culture of creativity and experimentation, and embracing emerging technologies, businesses can drive product improvements, operational efficiencies, and market disruption, ultimately leading to enhanced performance and growth.…”