رتبه‌بندی عوامل مؤثر بر کسب مزیت رقابتی در بازارهای داخلی و بین‌المللی زعفران ایران

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.

10.22048/jsat.2020.211678.1373

چکیده

فقدان استراتژی مشخص رقابتی یکی از مشکلات مهم شرکت­های زعفران ایرانی در بازارهای داخلی و بین­المللی برای کسب مزیت رقابتی است. لذا، رتبه­بندی عوامل مؤثر بر کسب مزیت رقابتی در بازارهای داخلی و بین­المللی زعفران ایران هدف اصلی این مطالعه می­باشد. برای این منظور، با در نظر گرفتن نظریه‌ی موقعیت بازار و دیدگاه منبع-محور، در این مطالعه اهمیت منابع بازاریابی و استراتژی­های رقابتی برای یکی از شرکت­های مهم تولیدکننده و عرضه­کننده‌ی زعفران مورد بررسی قرار گرفت. در این مطالعه، برای جمع­آوری نظرات خبرگان شرکت از پرسشنامه مقایسه زوجی استفاده شد. با استفاده از روش تحلیل سلسله مراتبی، نتایج مطالعه نشان داد که استراتژی تمایز بیشترین تأثیر را در کسب مزیت رقابتی دارد. همچنین، نتایج نمایانگر آن است که در اجرای استراتژی تمایز، باید به قابلیت­های مدیریتی و قابلیت­های ارتباط با مشتری توجه ویژه­ای داشت. بر این اساس، بهبود شرایط مالی و درک صحیح نیازها و خواسته­های مشتریان از جمله راه­کارهایی است که منجر به توسعه‌ی قابلیت­های کلیدی شرکت و کسب مزیت رقابتی در بازار زعفران می­شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Ranking Factors Affecting Competitive Advantage in the domestic and international markets of Iranian saffron

نویسندگان [English]

  • Amirhossein Tohidi 1
  • Mohammad Ghorbani 2
  • Alireza Karbasi 3
  • Ahmadreza Asgharpourmasouleh 4
  • Behrooz Hassani-Mahmooei 5
1 Ph.D Student of Agricultural Economics Faculty of Agriculture Ferdowsi University of Mashhad Mashhad, Iran
2 Professor of Agricultural Economics Faculty of Agriculture Ferdowsi University of Mashhad Mashhad, Iran
3 Professor of Agricultural Economics Faculty of Agriculture Ferdowsi University of Mashhad Mashhad, Iran
4 Assistant Professor of Sociology Faculty of Letters and Humanities Ferdowsi University of ashhad Mashhad, Iran
5 Researcher at Department of Economics, Monash University, Australia
چکیده [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]

  • Resource-Based View
  • Organizational Capabilities
  • strategic management

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