نوع مقاله: مقاله علمی پژوهشی
نویسندگان
1 دانشگاه فردوسی مشهد، گروه اقتصاد کشاورزی
2 گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد، ایران
3 گروه اقتصاد کشاورزی، دانشکده کشاورزی، دانشگاه فردوسی مشهد، مشهد ایران
4 گروه جامعه شناسی، دانشکده ادبیات و علوم انسانی، دانشگاه فردوسی مشهد، مشهد، ایران
5 پژوهشگر گروه اقتصاد، دانشگاه موناش استرالیا
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
In terms of quantity and quality, Iranian saffron has a prominent position in international markets and by leveraging existing capacity, the its revenue can be significantly increased. However, the lack of a clear competitive strategy is one of the major problems of Iranian saffron companies in the domestic and international markets to gain a competitive advantage. Therefore, the main purpose of this study is to rank the factors affecting competitive advantage in the domestic and international markets of Iranian saffron. In this regard, considering the market position theory and the resource-based view, in this study, the importance of marketing resources and competitive strategies for one of the major producers and suppliers of saffron was investigated. In this study, a pairwise comparison-based questionnaire was used to collect the company's expert opinions. Using the analytic hierarchy process method, the results of the study showed that the differentiation strategy has the most effect on gaining competitive advantage. The results also indicated that in executing the differentiation strategy, particular attention must be paid to managerial and customer relationship capabilities. Accordingly, improving financial conditions and understanding customers' needs and requirements are among the approaches that lead to the development of key company capabilities and gain a competitive advantage in saffron markets.
کلیدواژه‌ها [English]
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