<![CDATA[This study aims to analyze the role of innovation in improving organizational performance through competitive advantage and business sustainability within the context of the modern economy. The rapid growth of digital transformation, increasing business competition, and changing market demands encourage organizations to develop adaptive strategies oriented toward sustainable value creation. This research employs a descriptive qualitative approach using a literature study method based on scientific articles, national and international journals, and relevant publications issued over the last five years. Data analysis was conducted through data reduction, data presentation, and conclusion drawing to obtain a comprehensive understanding of the relationships among innovation, competitive advantage, business sustainability, and organizational performance. The findings indicate that innovation is a strategic factor that enhances organizational capability in creating added value, strengthening competitive positioning, and supporting long-term business sustainability. Competitive advantage serves as a mechanism linking innovation to organizational performance, while business sustainability reinforces the organization's ability to maintain growth and competitiveness over time. The study concludes that the integration of innovation, competitive advantage, and business sustainability constitutes an essential foundation for achieving superior and sustainable organizational performance in a dynamic economic environment.]]>
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