The Mediating Role of Sustainable CompetitiveAdvantage in The Relationship Between TechnologyCommercialization Capabilities and MarketPerformance in Iranian Dairy Industries

Due to the increase in market share, the number of products sold also increases, enablingthe acquisition of low-cost production. Therefore, the differentiation strategy forcompetitive advantage can lead to an increase in market share, which is stable and leads toa low-cost position. Technology commercialization can be used as a process for acquiringideas and a complementary knowledge tool and improve the process of commercializationof technology in the development, production and sale of marketable products. The aim ofthis study was to investigate The Mediating Role of Sustainable Competitive Advantage inThe Relationship Between Technology Commercialization Capabilities and MarketPerformance in Iranian Dairy Industries. The method of this research is quantitative andapplied in terms of type. The statistical population consisted of 306 senior managers,managers, senior experts and experts in R&D, quality, marketing, commerce, sales,production, education, human resources and information technology of 11 major dairycompanies in Tehran and Fars provinces. To analyse the data, descriptive statistics,inferential statistics, structural equations model and SPSS and Smart PLS software wereused. The results confirm the mediating role of Sustainable Competitive Advantage andshow that Technology Commercialization Capabilities can affect market performance bothdirectly and indirectly .

The Mediating Role of Sustainable CompetitiveAdvantage in The Relationship Between TechnologyCommercialization Capabilities and MarketPerformance in Iranian Dairy Industries Keywords:

Technology Commercialization Capabilities , Sustainable CompetitiveAdvantage , Market Performance , Dairy Industry , Competitive Advantage , StructuralEquations Model.