<![CDATA[Rapid technological change, increasing market competition, and shifting customer preferences have forced companies to continuously adapt their strategies to remain competitive. Strategic innovation has become an important approach for organizations seeking to create long-term value and maintain sustainable competitive advantage. This study examines how strategic innovation is implemented within an organization and how it contributes to the development of sustainable competitive advantage. A qualitative approach was employed using an explanatory case study design. Data were collected through in-depth interviews with three senior executives who were directly involved in strategic planning and organizational development. The data were analyzed using the Gioia Method to identify key themes and relationships among emerging concepts. The results indicate that sustainable competitive advantage is supported by the organization's ability to develop dynamic capabilities, allocate dedicated resources for innovation, and adapt internal structures to changing market conditions. The establishment of a protected innovation budget, the use of data-driven decision making, and the formation of cross-functional teams were found to strengthen organizational responsiveness and resilience. In addition, the integration of operational excellence, customer retention mechanisms, and sustainability-oriented practices contributed to the creation of competitive advantages that are difficult for competitors to imitate. These findings suggest that strategic innovation should be viewed not only as a tool for growth but also as a mechanism for sustaining organizational performance in a rapidly changing business environment.]]>
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