Document Type : Original Article
Authors
1 M.Sc. Graduation Entrepreneurship Education and Extension, Ilam University, Iran
2 Assistant Professor, Department of Entrepreneurship and Rural Development, Ilam University, Iran
3 Assistant Professor, Ilam University, Iran
Abstract
Finding new ways to compete in competitive markets is the essence of strategic thinking and marketing strategy. This issue has always been addressed by the experts and scholars of economics and management overrecent decades. In this regard, the present study explores the entrepreneurial strategies to gain a competitive advantage in IlamProvincemedicinal plants. This studyemployed a mixed-methods research paradigm. In the qualitative part, Delphi method and in quantitative part the Analytic Hierarchy Process was used. The population in the qualitative part comprisedexperts in the fields of marketing, entrepreneurship and herbs in IlamProvince that among them 12 participantswere selected using purposive sampling methods. In the quantitative part, the population included 33 experts in the field of medicinal plants which were studied by census method. The data were collected using a paired comparison questionnaire and analyzed by Expert Choice11 software. Results showed that according to considered criteria in this research) differentiation strategy, ways to reduce costs, focusing on customers and market strategies, innovations and risk taking strategy) differentiation strategy plays the greatest role in gaining advantage for medicinal plants in Ilam Province.
Graphical Abstract
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Highlights
- The product differentiation strategy was the most important strategy of enhancing competitive advantage of medicinal herbs in Ilam Province.
- The second strategyof enhancing competitive advantage of medicinal herbs was risk taking.
- The cost leadership strategy was the third strategy of enhancing competitive advantage of medicinal herbs.Strategy of innovation and focusing on customers and the marketwere the least important strategies.
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