journal of sustainable studies joss
The role of the value proposition in enhancing sustainable competitive advantage
An analytical study of the opinions of a sample of sales representatives in mobile phone companies and stores in Baghdad
| Prof. Dr. Hussein Falah Ward
College of Administration and Economics University of Al-Qadisiyah
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| Researcher: Nimer Jassim Omran
College of Administration and Economics/University of Al-Qadisiyah |
Summary:
The current research seeks to identify the role of the value proposition as an independent variable across its dimensions (economic value proposition, functional value proposition, emotional value proposition, symbolic value proposition) in sustainable competitive advantage with its dimensions (quality, service-flexible products, delivery, cost-flexible size) The environment) in mobile phone companies and stores in Baghdad. The research sample included (282) sales representatives at companies and stores, the research community. For the purpose of achieving the goal of the research, the questionnaire was adopted in collecting data related to the research variables, and the results were reached using the statistical program such as (SPSS.V.24) and the program (Amos.V.24) to analyze the data to reach conclusions, the most prominent of which was the existence of a correlation and effect between The customer value proposal and sustainable competitive advantage based on the conclusions reached, and a set of recommendations were presented, the most important of which was (companies should design products that meet the needs and desires of customers by improving their capabilities to make changes in product design.), which contributes to overcoming Some current or future obstacles.
Keywords: (value proposition, sustainable competitive advantage).