IRRATIONALITY: SOURCE OF SUSTAINABLE COMPETITIVE ADVANTAGE?
Journal Title: European Journal of Business and Social Sciences - Year 2013, Vol 2, Issue 5
Abstract
This paper examines the possibility to combine intuitive marketing with rationalistic marketing approach in a structured way to create competitive advantage that would last longer. Firstly, it explores different models available to understand competitive advantage (e.g. Porters five forces model), then it tries to analyze the effect these model has on competitive advantage if irrationality (e.g. aesthetics, symbolism) is included in these models. From rationalistic view, we took Michael Porters Five Forces model and then we applied a new model on five forces model which includes irrationality. We conclude that if beauty or irrationality is applied on the rationalistic models in a proper way, firms have a better chance of creating competitive advantage that is sustainable.
Authors and Affiliations
Md. Fazla Mohiuddin msc . business administration| (Corresponding Author ) Linkoping University Linkoping-58183 Sweden. Email: faizza007@yahoo.com, XIAOCHEN QIN msc. business administration| Linkoping University Linkoping-58183 Sweden. Email: stealth_stinger@yahoo.com
Keywords
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- EP ID EP10284
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