مدیریت بازرگانی (20085907)(2)pp. 481-525
Objective
In today's dynamic environment, gaining an edge over competitors is essential for survival and growth in a competitive market. Survival and growth in such an environment are possible through innovation. Outstanding and innovative products, advanced technology, and innovation in marketing will not have an impact on the company's success if they do not create a significant competitive advantage. Open innovation recommends that companies give as much importance to external ideas as they do to internal ideas to access different markets, identify market opportunities, and create a competitive advantage for the company. This research aims to identify and prioritize the factors of open innovation in gaining a competitive advantage in the home appliance industry.
Methodology
The present study is considered to be applied research and falls into the category of descriptive-analytical research. The research process of this study consists of four main phases. In the first phase, using library methods, the effective factors of open innovation were extracted from the research background. In the second phase, the extracted factors and sub-factors from the research literature were presented to the experts of the home appliance industry, and using the Fuzzy Delphi method, 10 categories of factors and 45 important sub-factors were identified and classified. Then, considering the selected factors and sub-factors, a three-level hierarchical model was obtained, where the first level is the ranking of the factors and sub-factors affecting open innovation in gaining competitive advantage. At the second level, the factors affecting open innovation and at the third level, the sub-factors related to each factor are placed. In the third phase, based on the hierarchical model of the research, a pairwise comparison table was formed and provided to the experts in the form of a pairwise comparison questionnaire. Then, to extract the weights of the factors and sub-factors, the Fuzzy Analytic Hierarchy Process method was used, which is one of the common multi-criteria decision-making methods. In the fourth phase, the factors and sub-factors of open innovation in gaining competitive advantage in the home appliance industry were prioritized.
Findings
The research findings indicated that, according to experts in the home appliance industry, innovative marketing, strategic, creativity development, and cultural factors are the most important among the 10 identified factors. Among the sub-factors of innovative marketing, marketing variables and customer orientation are important. Among the strategic sub-factors, strategic resource acquisition and employees' attitudes towards open innovation are significant. Among the creativity development sub-factors, brainstorming and the SCAMPER method are crucial, and among the cultural sub-factors, goal alignment and organizational learning are the most important sub-factors.
Conclusion
The results indicate that innovative marketing is chosen as the most important factor of open innovation in gaining a competitive advantage, according to industry experts. Innovative marketing in the home appliance industry can lead to the development of new and innovative products in this industry. It also leads to increased competitiveness among home appliance brands and manufacturers, ultimately improving the user experience and increasing demand for innovative products, thereby creating a competitive advantage in this industry. Innovative marketing variables, including innovative products, innovative promotions, innovative pricing, and innovative product distribution, have a significant impact on gaining a competitive advantage in home appliance companies.
