“…The country's trade focuses on India and China, with SMEs playing a key role in employment and economic growth. Increasing status in digitalization, product quality, branding, and alignment with government initiatives somehow gives businesses a competitive edge in the market (Ghimire, 2011;Bhattachan, 1994).In the pursuit of strategic mastery within the Nepalese business landscape, enterprises encounter a myriad of challenges that impede their quest for competitive advantage and issues such as insufficient infrastructure, political volatility, intricate regulatory frameworks, limited financial accessibility, workforce skill gaps, and increasing rate of corruption are significant impediments (Rijal et al, 2021;Neupane & Sharma, 2016;Man Vaidya, 2002). Coupled with external factors such as global economic trends and environmental considerations, these challenges demand a thorough investigation to discern their origins, evolution, and pervasive impact (Nepal & Sapkota, 2023;Sharma, 2002).…”