I would really appreciate some guidance on proven ways to qualitatively measure competitive advantage. I have seen previous posts on RG with a similar question, but most of the answers relate to quantitative measures. My current research project is based on determining how retailers can gain a competitive advantage by integrating the organisation internally. Note: the sample of the specific group of retailers within the country the study is based is small – hence my statistician has warned against going the quantitative route.
I have done qualitative studies previously, however, I am finding it difficult to find published qualitative studies measuring CA.
Any suggestions would be appreciated. Thanks in advance.
I think the following paper will help you out:
Organizational knowledge, human resource management, and sustained competitive advantage: Toward a framework
S Narasimha - Competitiveness Review: An International …, 2000 - emeraldinsight.com
A qualitative analysis of a company’s competitive advantage would probably have to encompass its business model, corporate governance, and management to determine (1) what Peter Drucker called "the theory of the business"; (2) how the company is directed and controlled; and (3) how decisions are made and executed. Toward that, leveraging a requisite variety of tools in support, any number of subjects such as customer satisfaction, employee satisfaction, and supplier satisfaction would have to be looked at.
Thank you so much for your responses Dr-Ahmed M. Al-Baidhani and Olivier Serrat.
I would recommend reading the following article:
- Janet Y. Murray & Gerald Yong Gao & Masaaki Kotabe (2011) Market orientation and performance of export ventures:the process through marketing capabilities and competitive advantages, J. of the Acad. Mark. Sci, Volume No. 39, pp. 252–269, DOI 10.1007/s11747-010-0195-4
Hopefully the approach/idea of qualitative benchmarking could help, see below example/papers.
- Andersen, B. (1999) Industrial benchmarking for competitive advantage, Human Systems Management, 18, 3, 4, pp. 287-296.
- Deloitte Consulting LLP (2012) Georgia Investor Targeting Strategy for Apparel, Tourism, and Agribusiness Sectors, New York.
- Elmuti, D. and Kathawala, Y. (1997) An overview of benchmarking process: a tool for continuous improvement and competitive advantage, Benchmarking for Quality Management and Technology, 4, 4, pp. 229-243.
- Fong, S. W., Cheng, E. W. L. and Ho, D. C. K. (1998) Benchmarking: a general reading for management practitioners, Management Decision, 36, 6, pp. 407-418.
- Krishnamoorthy, B. and D’Lima, C. (2014) Benchmarking as a measure of competitiveness, International Journal of Process Management and Benchmarking, 4, 3, pp. 342-359.
Hope following may be useful,
Riddle, P. K. (2018). Place and competitive advantage: a qualitative study of financial services in Edinburgh and Glasgow.
Rajuli, K., Cheing, A., Adruce, S. A. Z., Ting, H., Usop, H. H., & Memon, M. A. (2017). Knowledge Sharing Traits and Competitive Advantage: A Qualitative Inquiry. e-Journal of Social & Behavioural Research in Business, 8(2), 29-44.
A standard well designed questionnaire with reliability and validity tested particularly in your application domain will be needed. There is a review of competitive advantage measurements with focus on agribusiness sector. You may refer this DOI: 10.1108/JSMA-03-2013-0015
Competitive advantage (on the firm level) was measured using numerous indicators or dimensions.
Please check this link:
https://www.researchgate.net/publication/257338851_Measurement_of_competitive_advantages_and_market_attractiveness_for_strategic_controlling
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