The Impact of External Relations of Manages and Organization on Competitive Advantage through Articulating Roles of Firm Image and Brand Credibility (Case Study: A Construction Company)

Document Type : Research Paper

Authors

1 Ph.D. in International Marketing Management, Tarbiat Modarres University

2 Professor, Faculty Member of Tarbiat Modares University (responsible author)

3 Associate Professor, Faculty Member of Tarbiat Modares University.

Abstract

Competitive advantage and long-term presence in the marketplace require a strong image. This image can be obtained by strong managers and organizational relationships. This research uses a relational view of competitive advantage and analyzes the effect of intangible resources such as relationships and organizational dimensions of brand on competitive advantage.  The analysis level of the research is the corporation, so a questionnaire was distributed among 500 companies in the 13th Construction Industry International Fair. Content and components validity were measured by different methods. The reliability of questionnaire was confirmed by Cronbach's alpha and was 0/82. The results suggest that organizational relations have a greater impact on brand image rather than managers relations. Corporate image has a Substantial impact on corporate reputation especially on professionalism. Credibility has a high impact on competitive advantage, especially on the strategic flexibility of the organization.Renowned for the professionalism can be seen more important than the trustworthiness in obtaining a competitive advantage.The findings urge more managerial focus on quality of managers’ relations and quantity of organizational networks to provide a better image and pay attention to technical, the political and economic environment of the industry for grasping an advantage.

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 1 - Serial Number 3
October 2015
Pages 13-37

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