Intellectual Capital and Sustainable Competitive Advantage in Indonesian Fashion Retail: A Multilevel Analysis of Omnichannel Capability Under Trend Turbulence
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This study examines how intellectual capital shapes sustainable competitive advantage in Indonesian fashion retail using a multilevel perspective. Building on the resource-based view and multilevel theory, the model links employee-level human and relational capital to customer value outcomes and tests whether firm-level structural capital enhances omnichannel capability that drives sustainable competitive advantage, with trend turbulence as a boundary condition. Data were collected from 312 frontline employees nested within 36 fashion retail firms in Indonesia and analyzed using multilevel modeling and multilevel mediation procedures. Results show that employee human capital and relational capital positively predict customer value outcomes. At the firm level, structural capital positively predicts omnichannel capability, which in turn positively predicts sustainable competitive advantage, indicating a significant indirect effect. Cross-level interaction tests suggest that structural capital strengthens the effects of employee human and relational capital on customer value outcomes. Trend turbulence further strengthens the effect of omnichannel capability on sustainable competitive advantage. The study highlights omnichannel capability as a key mechanism converting intellectual capital into durable advantage in volatile fashion markets.
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