The Impact of Diversification Strategy on Competitive Advantage: A Case Study on Nuqul Group

The study aimed at investigating the impact of Diversification on Competitive Advantage at Nuqul Group, and to achieve the study objectives a questionnaire was developed and distributed over the research sample. The study population consisted of all employees working at Nuqul Group amounting (1270) employees. A random sample was selected with a percentage of 23% approximately that is (290) employees. The study concluded that there is a statistically significant impact at (α ≤0.05) level of diversification on competitive advantage in Nuqul Group. The study found that there is a statistically significant impact at (α ≤0.05) level of diversification on quality in Nuqul Group. In addition the study concluded there is a statistically significant impact at (α ≤0.05) level of diversification on innovation in Nuqul Group. Also the study found that there is a statistically significant impact at (α ≤0.05) level of diversification on flexibility in Nuqul Group. The study recommended that Nuqul group is requested to keep concentrating on products quality to meet its clients in the markets it operates in.