The Role of Innovative Behaviors on Sustainable Competitive Advantage with the Mediating Role of Creativity

For companies that lack innovation and creativity; Survival and success in the market is challenging. The excellent performance of employees is not always enough to gain a competitive advantage, but in it, innovative behaviors and creativity can be considered as the necessary combinations to build it. Therefore, the purpose of this study is to investigate the role of innovative behaviors on sustainable competitive advantage with the mediating role of creativity. The research method is reviewed and studied by related research. The results of the research showed that; Innovative behaviors affect sustainable competitive advantage. And suggests that customer-generated behaviors indirectly increase competition through marketing orientation. In addition, the development of innovation directly and positively, in addition to creating value, also affects competitiveness. Responding to innovative behaviors also affects employee creativity. Employee creativity is also effective on sustainable competitive advantage. The results showed that in order to achieve a high level of competitive advantage and market influence through employee creativity, emphasizes the need to improve the brand's mental image. In fact, the idea of ​​a higher level of creativity and their effectiveness in meeting the needs will be accompanied by a higher level of competition. Finally, it is suggested to apply policies and support to promote and expand the use of superior innovations and creativity in order to produce quality products to increase competitiveness.