Introducing the Relationship of Marketing Strategy and Sustainable competitive Advantage on Performance (Case Study of Iran Central Iron ore Company)
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 7
Abstract
This study tries to analyze relationship between marketing strategy and sustainable competitive advantage with performance. The objectives of this research is to analyze relationship between the following components: sustainable competitive advantage and marketing strategy, the company marketing strategy and image of organization, organization marketing strategy and application of the value of brand, image of organization and application of specific value of brand, and organization image on organization performance. The type of study is survey research. Population of the study contains the entire managers of Iran Central Iron ore Company. The tools of this study contain the standard questionnaire. The data was collected and analyzed using SPSS and LISERL software. Data analysis showed that variables of sustainable competitive advantage influenced marketing strategy, the company marketing strategy affected the image of organization, organization marketing strategy was influential on application of the value of brand, image of organization impacted the application of specific value of brand, and organization image had a significant influence on organization.
Authors and Affiliations
Abdolamir fanaei| Student of Department of Management, College of humanity science , Yazd science and research Branch, Islamic Azad University, Yazd, Iran., Hassan Dehghan Dehnavi| Department of Management , College of humanity science,Yazd Branch, Islamic Azad University, Yazd, Iran. email: h.dehghan@iauyazd.ac.ir, Abolfazl Sadeghian| Department of Management, College of humanity science, Yazd science and research Branch, Islamic Azad University, Yazd, Iran.
Keywords
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