The impact of innovative marketing strategic plans on the creation of sustainable competitive advantage for companies operating in the cluster of Rail Industries in Markazi province

Yadegari, Reza; Rahmani, Kamaledin; Modarres Khiyabani, Farzin

The impact of innovative marketing strategic plans on the creation of sustainable competitive advantage for companies operating in the cluster of Rail Industries in Markazi province

Articles in Press

Document Type : Original Article

Authors

Reza Yadegari ¹

kamaledin Rahmani ¹

Farzin Modarres Khiyabani ²

¹ industrial management, management, Azad university, Tabriz, Iran

² mathematics, Tabriz branch, Islamic Azad University, Tabriz, Iran.

Abstract

Increased global competition, increased environmental uncertainty and increasing demand for diverse products and services have led companies in different industries to create sustainable competitive advantages compared to competitors, emphasizing the use of innovative marketing methods. The main purpose of this research was to investigate impact of innovative marketing strategic plans on the creation of sustainable competitive advantage for companies operating in the cluster of Rail Industries in Markazi province. Therefore, after studying previous studies and identifying research variables, the research hypotheses were developed and analyzed using structural equation modeling. The results of the study showed that the first, second and third hypotheses were confirmed with the values of the statistical t of 9.842, 13.256 and 5.385 and it can be concluded that at a confidence level of 95% there is a positive and significant relationship between the development of innovative marketing strategic plans and the creation of sustainable competitive advantage based on the components of focus, cost leadership and differentiation in competitive advantage.

Keywords

Strategic Plans

Innovative Marketing

Sustainable Competitive Advantage

Rail Industries

Subjects