Consumer choice and sustainable competitive advantage in food industry Online publication date: Wed, 05-Jul-2023
by Renato Lopes da Costa; Leandro Pereira; Álvaro Dias; Rui Gonçalves
International Journal of Intelligent Enterprise (IJIE), Vol. 10, No. 3, 2023
Abstract: Although the investigation into the resource-based view (RBV) is rather extensive from an organisational point of view, there is a lack of research to confirm the customers' view of the competitiveness factors. This investigation seeks to address this gap. For this purpose, two studies were conducted. The first study is qualitative analysis using in-depth interviews with top managers of three international food brands, aiming to evaluate competitive factors, from the firm perspective. The second study is quantitative, evaluating customers' perceptions relating to the same competitive factors. The results of this research allow a deep understanding of how to create a competitive advantage in the food industry, in particular in fast-food restaurants. In addition, it shows that there is a significant difference between the perspectives of the brands and those of consumers in relation to competitiveness factors and Consumers give more value to their own availability to purchase, while companies focus more on the surrounding context.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Intelligent Enterprise (IJIE):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook