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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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.


The findings show a significant positive relationship between the aforementioned variables. In particular, by harmonizing a strategy, which complies with the industry structure and organizational capabilities, a unique strategy can lead the organization to competitive advantage that reflects specific circumstances in the organization and can exert the most effective impact on a buyer’s evaluations.

Dr Majid Mohammad shafiee
Department of Management, Faculty of Administrative Sciences & Economics, University of Isfahan

Read the Original

This page is a summary of: Competitive strategy, organizational capabilities, industry structure, and marketing performance, International Journal of Procurement Management, January 2022, Inderscience Publishers,
DOI: 10.1504/ijpm.2022.10051043.
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