Competitive strategy, organisational capabilities, industry structure and marketing performance

Abstract

This study aims to analyse the relationships between industry structure as an uncontrollable external factor and organisational capabilities as a controllable internal factor with competitive strategy, and its impact on the buyers’ attitudes. The qualitative stage of the research involves interviewing managers and active advisors involved in the television industry, while in the quantitative stage, marketing experts and TV sellers in selected stores were interviewed. The required data was collected by questionnaires and was administered from among a statistical sample of 473 individuals. The data was then analysed via partial least squares structural equation modelling approach. The findings show a significant positive relationship between the aforementioned variables. In particular, by harmonising a strategy, which complies with the industry structure and organisational capabilities, a unique strategy can lead the organisation to competitive advantage that reflects specific circumstances in the organisation and can exert the most effective impact on a buyer’s evaluations. Copyright © 2024 Inderscience Enterprises Ltd.