THE ROLE OF STRATEGIC OPTIONSIN CROSSING THE VALLEY OF DEATH IN THE SERVICE SECTOR: AN APPLIED STUDY ON ZAIN TELECOMMUNICATIONS IN IRAQ

Povzetek

The current study aims at filling a knowledge gap regarding the relationship among strategic options(cost leadership, differentiation, and focus) and companies’ ability to navigate the "Valley of Death (VoD)," represented by challenges in finance, operations, timing period/situation, barriers, risk/uncertainty, resources/competence, and policies, within the context of the Iraqi telecommunications sector.The study, meticulously, adopted a descriptive–analytical and inferential approach by using a quantitative methodology. Data were gatheredout of 360 employees, representing a probabilistic sample of the total population of 400 employees in Zain Telecommunications branches in Basra, DhiQar, and Maysan. Advanced statistical tools were carefully employed to test the hypotheses and identify the most effective pathways for navigateing the VoD. The results indicated that the cost leadership strategy has the strongest impact on enabling the company to overcome the Valley of Death by reducing temporal and financial risks. The differentiation strategy positively contributes to enhancing resources and innovation but has a lesser effect on other components. Furthermore, the interaction between cost leadership and differentiation strategies generates a combined effect that exceeds the impact of each strategy individually, highlighting the non-linear nature of the relationship between strategic options and successful navigation of the VoD. The current research recommended selecting the optimal strategy for each component increases performance effectiveness and enhances the ability to overcome risks comprehensively.