چکیده مقاله
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
کلیدواژهها
نویسندگان
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
شیوه ارجاع
Zebarjad, Kiarash and Behzadinasab, Ali and Behzadinasab, Rezvan and Behzadinasab, Soniya,1402,The Mediating Role of Sustainable CompetitiveAdvantage in The Relationship Between TechnologyCommercialization Capabilities and MarketPerformance in Iranian Dairy Industries,The first international conference on advanced research in civil engineering, architecture and urban planning
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی تحقیقات پیشرفته در مهندسی عمران، معماری و شهرسازی20 تیر 1402