“…But, competitiveness measurement is a complex activity (Crouch & Ritchie, 1999). There have been efforts to measure it in previous studies either with the help of financial measures (Barrett, Davidson, Prabhu, & Vargo, 2015;Krell & Matook, 2009;Prescott, 2014;Sigalas, Economou, & Georgopoulos, 2013) or non financial measure such as creative process of product/service development, Product/service quality, customer responsiveness reflected through customer retention/attraction, cost saving/effectiveness, market differentiation, strategic planning, core competence, and social responsibility (Agha, Alrubaiee, & Jamhour, 2012;Al-alak & Tarabieh, 2011;Barrett et al, 2015;Diab, 2014;Epetimehin, 2011;Heywood & Kenley, 2008;Kuettner & Schubert, 2012;Majeed, 2011;Matikiti, Afolabi, & Smith, 2012;Prescott, 2014;Schatz & Bashroush, 2016;Sigalas et al, 2013;Vahid et al, 2013;Kasasbeh, Harada, & Noor, 2017), which need to be identified in the specific context for better understanding to the researchers and practitioners, in future.…”