Strategies of gaining competitive advantage based on focusing on customers and market strategy for Extension and Development of medicinal and ornamental plants Enterprises in Ilam province

Document Type: Original Article


1 faculty member of ilam university

2 m.s of entrepreneurship extension and education


Medicinal and ornamental plants are one of the most valuable resources in a wide range of natural resources in Iran in the case of scientific knowledge, cultivation, development and proper utilization, can play an important role in public health and employment and increase of non-oil exports This study explores strategies of gaining a competitive advantage of medicinal herbs in Ilam Province based on the strategy of focusing on customers and markets. This study applied a mix method to achieve the objectives. In the quality section the Delphi method and in a quantity section the Analytic Hierarchy Process (AHP) has been used. In the quality section, the statistical population was 12 individuals consisting of marketing experts, entrepreneurs and medicinal herbs and ornamental plants experts which have been selected based on using purposing sampling method. In the quantity section, 33 individuals from medicinal herbs and ornamental plants have been studied. The required data were collected using a paired comparison and were analyzed by using the software Expert Choice11. The results showed that solutions in the Medicinal and ornamental plants contribute to competitive advantage. Moreover, Identification of the competitors’ strengths and weaknesses play the most important role in creating the advantage for medicinal herbs and ornamental plants in Ilam province.


Bierly, P. E. III & Daly, P. S. (2007). " Alternative Knowledge Strategies, Competitive Environment,
and Organizational Performance in Small Manufacturing Firms ",Theory and Practice,
31(4), pp. 493–516
Blankson C and Stokes D (2002). Marketing practices in the UK small business sector. Marketing
Intelligence and Planning 20(1): 49–61
Cooper, A. C., Markman, G. D., & Niss, G. (2014). The Elution of the Field of Entrepreneurship.
Entrepreneurship as strategy, 115-133
Day.G.S.(2004),”The capabilities of the market –Driven” journal Of Marketing .vo 58 ,137
Dess, G., Lumpkin, G.T., Eisner, A. (2005). Strtegic Management: Creating Competetive Advantagesm,
McGraw-Hill-irwin, 2
Dhliwayo,S.(2014). “Entrepreneurship and competitive strategy” Journal of Entrepreneurship, vo 23,
no 1, p 115-135
Felzensztein,c.Gimmon,E.(2014). “Competitive advantage in global marketing”  European Business
Review,vo 26, no 6
Gladson Nwokah,N, (2009),"Customer-focus, competitor-focus and marketing performance", 
Measuring Business Excellence, Vol. 13 ,pp 20 – 28
Herrera, M.(2015).”Creating competitive advantage  by institutionalizing corporate social innovation”
Journal of Business Review Research: vo 68, pp 44-55
Ingram, w., Argote, f &prodan, g.(2016). “Industry differentiation strategy for emerging businesses”
International Journal of Information Management, no 23, pp114-128
Molina , A,.Jose, F., and Maria, D, (2015). The effects of quality and environmental management
on competitive advantage: A mixed methoods study in the hotlelindustry, journal of Tourism
management,no 50, pp 41-54
Pearson, j. Pitfield. D. (2015).”Intangible resources of competitive advantage :Analaysis of 49 Asian
Airport airlain” Journal of Transport Management:no 47,pp 179-189
Potkan, V.  (2013). ”Marketing Capabilities For Innovation-Based Compatitive Advantage In The Slovenian
Market”,Innovative Issues and Approaches In Social Sciences,Vol,6,No 1.PP.118-134
Rezvani. M, Talebi.K, Tavakolian.S, (2011), “Identify innovative marketing components in small firms
and Technology-based medium” no 7, pp 83-98
Sany Sanuri Mohd Mokhtar, (2013),"The effects of customer focus on new product performance",
Business Strategy Series, Vol. 14, pp. 67 – 71.