Competitive Advantage and Its Impact on New Product Development Strategy (Case Study: Toos Nirro Technical Firm)

Purpose: The main aim of this research is to study the relationship between innovative marketing - in its various dimensions (innovation in product, innovation in price, innovation in promotion, innovation in distribution) - and enhancing the competitive advantage of tourist souvenirs in Egypt. Research methodology: The study adopted the descriptive-analytical approach for accurate and detailed descriptions of the study’s subject quantitatively and qualitatively and analyzed data available on this subject. The field study included surveying a random sample of tourists who frequented the souvenirs and handicrafts stores in various tourist cities in Egypt. Results: There is a statistically significant effect of innovative marketing in enhancing tourist souvenirs’ competitive advantage in Egypt. Overall findings highlighted that all the hypotheses were accepted. Limitations: The repercussions of the COVID-19 virus crisis reduced the scope of the study to only tourists in South Sinai and Red sea Governorates; whereas, tourist souvenirs stores were allowed to operate in accordance with the precautionary measures in only three main governorates: the Red Sea, South Sinai, and Marsa Matrouh, in addition to some gift shops in major hotels. Contribution: The study findings provide guidelines for practitioners within the tourist souvenirs and handicrafts sector to undertake the results and adapt them to assess and enhance their performance. Thus, they could improve their competitiveness. Keywords: Tourist souvenirs, Innovative marketing, Competitive advantage

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“…An additional variable was added by Hosseini, Soltani and Mehdizadeh (2018) and Dirisu, Iyiola and Ibidunni (2013), which is…”

Section: Flexibilitymentioning

confidence: 99%

Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach

Ali

Mohamed

Alakhras

2021

JoSTE

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“…Menurut Hosseini et al (2018) suatu perusahaan dikatakan memiliki keunggulan bersaing ketika tingkat keuntungannya lebih tinggi dari tingkat ratarata industri terkait, dan dikatakan telah mempertahankan keunggulan bersaing ketika mempertahankan tingkat laba tinggi selama beberapa tahun. Tujuan utama sebuah organisasi dalam menciptakan keunggulan bersaing, berdasarkan sumber daya dan kemampuannya, adalah untuk mendapatkan daya saing dan mencapai posisi berbeda terkait kinerja di pasar bisnis.…”

Section: Pendahuluanunclassified

Orientasi Pasar, Strategi Diferensiasi, Dan Inovasi Produk Terhadap Keunggulan Bersaing Berpengaruh Pada Industri Endek

Nugraha

Sukaatmadja

2020

EJMUNUD

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This research conducted in Klungkung with 96 owners of the endek fabric business as samples. Determination of samples by Saturated Sampling. Data collection through questionnaires and analyzed with multiple linear regression. Based on the results, Market Orientation, Differentiation Strategy, and Product Innovation simultaneously have significant effect on Competitive Advantage. There is a partially positive and significant influence between Market Orientation and Competitive Advantage in the Endek Industry. There is a positive and partially significant influence between the Differentiation Strategy on Competitive Advantage in the Endek Industry. There is a partially positive and significant influence between Product Innovation on Competitive Advantage in the Endek Industry. Efforts to increase the competitive advantage of the endek industry can be carried out by endek entrepreneurs by collecting information about customer needs, making endek fabric designs that are different and easily recognizable compared to competitors' products and trying to sell products abroad. Keywords: market orientation, differentiation strategy, product innovation, competitive advantage.

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“…Poor quality product not only results in immediate rectification of sales but also causes a sharp decline in future projections of an organization. Innovations in information technology have resulted in informed customers by diffusing virtual geographical barriers (Hosseini, Soltani, & Mehdizadeh, 2018).…”

Section: Introductionmentioning

confidence: 99%

The effect of Leaders Strategic Improvisation and TQM on SME’s Performance: Examining Mediating Role of Corporate Entrepreneurship

Zarooni¹

2021

TURCOMAT

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The main purpose of present study is to examine the effect of strategic improvisation and total quality management on performance. This study also examined the mediating effect of corporate entrepreneurship between strategic improvisation and total quality management on performance. The data was collected from the employees of SME’s through questionnaires. For collection of data simple random sampling was adopted. The response rate of study was 60.04%. the gathered data was assessed by using PLS-SEM through smart PLS-3.3.2. Its been revealed from the findings of the study that there exist positive relationship among strategic improvisation, TQM and SME Performance. Moreover, mediating role of corporate entrepreneurship is confirmed as well. The findings of present study are helpful for the policy makers of SME sector to develop strategy to improve organizational performance.

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Competitive Advantage and Its Impact on New Product Development Strategy (Case Study: Toos Nirro Technical Firm)

Cited by 15 publications

References 23 publications

Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach

Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach

Orientasi Pasar, Strategi Diferensiasi, Dan Inovasi Produk Terhadap Keunggulan Bersaing Berpengaruh Pada Industri Endek

The effect of Leaders Strategic Improvisation and TQM on SME’s Performance: Examining Mediating Role of Corporate Entrepreneurship

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