The Development of Competitive Advantages of Brand in the Automotive Industry
(Case Study: Pars Khodro Co)
A Forghani Bonab1 and S Salimi Akbari 2
1Master of Strategic management, Tehran University ,Alborz Compus
2Master of MBA ,Allameh Tabataba'i University,Management Faculty
lead author : Akbar Forghani Bonab
Abstract
Achieving competitive advantage in the automobile manufacturing companies in the world to remain stable in the current atmosphere in consideration of complex and competitive environment of today's markets is considered as one of the critical issues in manufacturing companies. The main problem in this research is to identify the competitive advantages of brand and model their competitive advantage in the automotive industry. In this regard, the study of theoretical foundations of research in the field of competitive advantages of brand, components have been identified and by using Delphi techniques and structures final interviews added to Inventory and native competitive advantages of brand models in the automotive industry has been identified. Data were analyzed using Spss and Smart PLS software. The results of data analysis totally indicated in the answer to this question could be deduced that in the final version is extracted using Smart PLS software, was observed that due to the three outcome measures 0.01, 0.25 and 0.36, as quantities of weak, medium and strong for GOF, of the 0.60 show is a fitting strong model that indicates that fitted the pattern of competitive advantage brand.
Keywords: Brand, competitive advantage, brand advantage, Pars Khodro Co, Partial Least Squares techniques
