استراتيجية التمايز ودورها في تعزيز الميزة التنافسية المستدامة بحث تحليأتية الآراء مجموعة من العاملين في معمل الألبسة الجاهزة في النجف.
Abstract
يهدف البحث إلى تشخيص مستوى اهتمام العينة المبحوثة بمتغيري البحث (استراتيجية التمايز والميزة التنافسية المستدامة)، فضلاً عن اختبار علاقة التأثير بينهما. انطلقت البحث من مشكلة بحثية محددة هي هل ان تحقيق الميزة التنافسية المستدامة يرتكز على اتباع منهج استراتيجية التمايز؟ تم اعتماد المنهج الوصفي التحليأتي لإنجاز متطلبات البحث من خلال استعراض الأسس الفكرية والمعرفية ذات العلاقة. ثم تم جمع البيانات باستخدام استبانة مكونة من 25 فقرة (9 فقرات لاستراتيجية التمايز و16 فقرة للميزة التنافسية المستدامة). تم اختيار عينة عشوائية من العاملين في (معمل الألبسة الجاهزة في النجف) بلغ عددهم (139) فرداً. مستخدماً البرنامج التحليل الاحصائي (AMOS.V.26) لتوضيح العلاقة بين متغيرات البحث. توصل البحث إلى مجموعة من النتائج المهمة، من أبرزها وجود علاقة تأثير إيجابية بين استراتيجية التمايز وتحقيق الميزة التنافسية المستدامة.
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