نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکتری اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران
2 استاد گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران
3 استاد گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران.
4 استادیار گروه جامعه شناسی، دانشکده ادبیات و علوم انسانی، دانشگاه فردوسی مشهد، مشهد، ایران.
5 مدیر واحد تحلیل استراتژیک، دانشگاه موناش استرالیا.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The lack of a clear competitive strategy is one of the major problems of Iranian saffron companies to gain a competitive advantage in domestic and international markets. Therefore, the Picocrocin main purpose of this study is to rank the factors affecting competitive advantage in the domestic and international markets of Iranian saffron. Therefore, the importance of marketing resources and competitive strategies for one of the major producers and suppliers of saffron is investigated in this study considering market position theory and resource-based view. A pairwise comparison-based questionnaire is used to collect opinions of experts in the company. Using the analytic hierarchy process method, the results of the study showed that the differentiation strategy has the most effect in gaining competitive advantage. The results also indicate that particular attention must be paid to managerial and customer relationship capabilities in executing the differentiation strategy. Accordingly, improving financial conditions and understanding customers' needs and requirements are among the approaches that lead to development of key company capabilities and gaining competitive advantage in saffron markets.
کلیدواژه‌ها [English]
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