Competitive strategy, organizational capabilities, industry structure, and marketing performance

What is it about?

This study aims to analyze the relationships between industry structure as an uncontrollable external factor and organizational capabilities as a controllable internal factor with competitive strategy, and its impact on the buyers’ attitudes. In this paper, considering the substantial role of organizational capabilities and industry structure in shaping competitive strategy, the underlying factors that determine the relation between buyer views and marketing mix are analyzed in alignment with each other. This research has been specifically conducted for the television industry.

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Photo by Glenn Carstens-Peters on Unsplash

Photo by Glenn Carstens-Peters on Unsplash

Why is it important?

Several studies have been carried out to investigate effective factors influencing competitive advantage (Mikalef and Pateli, 2017; Saranga et al., 2018; O’Cass and Ngo, 2007). However, few studies have simultaneously analyzed competitive structure in the industry and organizational capabilities in an integrated model. In the meantime, among the initial studies, Porter (2004) has mentioned the importance of competitive structure in the industry, while Barney (1991) has pointed out about the importance of resources and organizational capabilities. Subsequently, some additional studies have been carried out in relation to each of the above criteria (e.g., Othman et al., 2015; Tavitiyaman et al., 2011). It seems two organizational approaches, such as industrial organization and resource-based views, are considered alternatives to these studies.

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