Identifying and ranking factors affecting achieving sustainable competitive advantage through implementing Porter's competitive strategies

Subject Areas : business management

Naghme Bagher Nataj ^{1 *} , Hassan Soltani ²

1 - Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 - Department of management, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Received: 2025-07-14 Accepted : 2025-09-23 Published : 2025-09-23

Keywords: competitive advantage, sustainable competition, Porter's competitive strategy.,

Abstract :

In today's dynamic competitive landscape, the ability to create and maintain a distinct competitive advantage is no longer a luxury, but a strategic necessity that is absolutely essential for generating short-term revenue or ensuring business growth and long-term survival in the market. In a world where customers have multiple options, creating a competitive advantage over competitors becomes more important than anything else to provide superior value to customers. Therefore, the purpose of this study is to identify and rank the factors affecting the achievement of sustainable competitive advantage through the implementation of Porter's competitive strategies. In this study, first, based on the meta-analysis approach, the criteria affecting competitive advantage were identified. Then, these criteria were screened using the three-stage Delphi method. Next, a questionnaire was designed and, after assessing the validity in the form of content validity, it was distributed among the members of the statistical sample. The statistical population of this study is the employees of companies operating in the industrial park of Shiraz, of which 352 people were selected as a sample based on the Cochran formula. The reliability of the data obtained from the questionnaire was first examined based on Cronbach's alpha statistic and then analyzed using the ANP method. The results of the research showed that the criteria of "use of intelligent marketing", "creativity and innovation capability", "durability, durability and history", "customer relationship marketing and implementation of customer-oriented policies" and "intangible assets" are 5 important and effective criteria for achieving sustainable competitive advantage through the implementation of Porter's competitive strategies in companies in the industrial park of Shiraz, respectively.

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