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

Publish Year: 1402
نوع سند: مقاله کنفرانسی
زبان: English
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تاریخ نمایه سازی: 29 مرداد 1402


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 ۳۰۶ senior managers,managers, senior experts and experts in R&D, quality, marketing, commerce, sales,production, education, human resources and information technology of ۱۱ 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 .


Kiarash Zebarjad

Master of Industrial Engineering - Engineering Management, Department of IndustrialEngineering, Faculty of Technical and Engineering, Shiraz Branch, Islamic AzadUniversity, Shiraz, Iran;

Ali Behzadinasab,

Master of Executive Management - Marketing, Department of Executive Management,Faculty of Social Sciences and Economics, Islamshahr Branch, Islamic Azad University,Islamshahr, Iran;

Rezvan Behzadinasab,

Master of Visual Communication - Visual Communication, Department of Art, Facultyof Art and Architecture, Center Tehran Branch, Islamic Azad University, Tehran, Iran;

Soniya Behzadinasab

PhD in Business Administration - Marketing Management, Department of BusinessAdministration, Faculty of Management and Accounting, Roudehen Branch, IslamicAzad University, Roudehen, Iran