Investigating the role of marketing, innovation and R & D capabilities in creating the competitive advantage of a new product: the food industry

Subject Areas : business management

Ebrahim  Roushanghias ¹ (Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran)
reza  sepahvand ² (Department of management, ,Faculty of Economics , University of Lorestan, Lorestan, Iran)
abdolkhalegh  chenarestan olya ³ (Department of management, Yasuj Branch, Islamic Azad University, Yasuj, Iran)
ali  pirzad ⁴ (Department of management, Yasuj Branch, Islamic Azad University, Yasuj, Iran)

Received: 2021-05-23 Accepted : 2021-07-26 Published : 2021-09-23

Keywords: Food Industry, Competitive Advantage, Organizational Capabilities, customer-based performance,

Abstract :

In today's competitive world , organizations face many changes , so that these changes can affect the company's activities and performance . This study examines the relationship between organizational capabilities , competitive advantage and customer-based performance . To collect data , 180 questionnaires were randomly distributed among managers of Mashhad food companies , of which 155 questionnaires were identified as suitable for analysis . In this study , the normality test , Pearson correlation and path analysis were used to determine the relationship between the research variables . The results showed that there is a significant relationship between organizational capabilities and competitive advantage . The research findings also show that there is a significant relationship between the components of competitive advantage and customer-based performance . The results indicate that organizational capabilities can be considered as a source of competitive advantage in the food industry and improve the company's performance .