• Dr. Hanumant D. Ubale

Innovation is very important for any organization. It provides opportunity to Organization to penetrate faster in today’s global computation. Innovation built help organization to develop better connection with new developing markets. When any organization has innovation then that organization can grow easily in the market. Organization cannot survive the market by using their traditional manufacturing processes because due to new technologies every organization try to provide better quality product with less cost, hence to grow and survive in this competition organization need to use innovative methods and manufacturing processes. Organizations provide new, novel and innovative product to the customers through innovations. Value analysis helps to develop innovation in the organization. Many research found that innovation have positive impact on competitive advantage. Many other research shows that there is positive impact of value analysis on competitive advantage. The objective of this study is to find mediating role of value analysis between innovation and competitive advantage. Result of this study shows that value analysis mediates the relation between innovation and competitive advantage. Results also found that when value analysis mediate between innovation and competitive advantage, indirect effect of innovation on competitive advantage has become significant.

Innovation, value analysis, Competitive advantage

"Mediating Role of Value Analysis between Innovation and Competitive Advantage", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 11, page no.b693-b700, November-2023, Available :http://www.jetir.org/papers/JETIR2311182.pdf

"Mediating Role of Value Analysis between Innovation and Competitive Advantage", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 11, page no. ppb693-b700, November-2023, Available at : http://www.jetir.org/papers/JETIR2311182.pdf