The role of brand and market orientation on competitive advantage in the food sector: business strategy's moderator role

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F23%3AN0000027" target="_blank" >RIV/04130081:_____/23:N0000027 - isvavai.cz</a>

Result on the web

<a href="https://www.emerald.com/insight/content/doi/10.1108/BFJ-01-2023-0010/full/html" target="_blank" >https://www.emerald.com/insight/content/doi/10.1108/BFJ-01-2023-0010/full/html</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1108/BFJ-01-2023-0010" target="_blank" >10.1108/BFJ-01-2023-0010</a>

Result language

angličtina

Original language name

The role of brand and market orientation on competitive advantage in the food sector: business strategy's moderator role

Original language description

Purpose This study aims to show how market orientation (MO), brand (BR) and business strategy (cost leadership strategy and differentiation strategy), which play mediating and moderating roles, respectively, can increase competitive advantage (CA). With a focus on brand, market orientation, cost leadership strategy (CS) and differentiation strategy (DS), as well as an analysis of variance control on varying business sizes per business seniority, the current study made a theoretical contribution. Design/methodology/approach An empirical study was created using a quantitative methodological technique. The surveyed data were collected from 379 managers or owners who participated in a face-to-face survey at different food processing companies in Vietnam. To test the hypotheses, the gathered information was examined utilizing multigroup analysis and partial least squares structural equation modeling. Findings The brand was found to have the greatest positive impact on competitive advantage, followed by a business strategy that positively influenced competitive advantage, and, finally, business strategies that significantly moderated the third strong positive impact between market orientation and competitive advantage. Market orientation has the fourth strong positive impact on competitive advantage, whereas brand has the lowest positive impact on market orientation. Originality/value This is the first investigation, according to the authors’ knowledge, into the role of market orientation as a mediator in the relationship between brand and competitive advantage in addition to the regulatory role of business strategy at two strategic levels: cost leadership and strategic focus as well as the difference between competitive advantage and market orientation in the Vietnamese food sector.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

BRITISH FOOD JOURNAL

ISSN

0007-070X

e-ISSN

1758-4108

Volume of the periodical

125

Issue of the periodical within the volume

11

Country of publishing house

GB - UNITED KINGDOM

Number of pages

24

Pages from-to

3888-3911

UT code for WoS article

001033140000001

EID of the result in the Scopus database

2-s2.0-85165454134