文章基本信息

标题：IRRATIONALITY: SOURCE OF SUSTAINABLE COMPETITIVE ADVANTAGE?
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作者：Md.Fazla Mohiuddin ; XIAOCHEN QIN
期刊名称：European Journal of Business and Social Sciences
印刷版ISSN：2235-767X
出版年度：2013
卷号：2
期号：5
页码：32-44
出版社：European Society of Business and Social Sciences
摘要：This paper examines the possibility to combine intuitive marketing with rationalistic marketing approach in a structured way to create competitive advantage that would last longer. Firstly, it explores different models available to understand competitive advantage (e.g. Porters five forces model), then it tries to analyze the effect these model has on competitive advantage if irrationality (e.g. aesthetics, symbolism) is included in these models. From rationalistic view, we took Michael Porters Five Forces model and then we applied a new model on five forces model which includes irrationality. We conclude that if beauty or irrationality is applied on the rationalistic models in a proper way, firms have a better chance of creating competitive advantage that is sustainable.
关键词：Competitive Advantage; Brand Management;Irrationality; Sustainability