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    The relationships among competitive advantage building factors, competitive trategies, and marketing performance: the case of Al-Ghadeer Animal Feed Business in Babil
    (İstanbul Gedik Üniversitesi, 2021) Al-mamoori, Jafaar; Toptaş, Metin
    Purpose: The main purpose of the current study is to reveal the relationships among competitive strategies, the factors of building competitive advantage, and marketing performance as a case study at Al-Ghadeer Animal Feed Production Factory in Babil, Iraq. Design/methodology: The study hypotheses were formed on two axes. The first axis of the hypotheses was aimed at testing the relationship between the factors of building competitive advantage represented by price, quality, flexibility, time, and the marketing performance indicators represented by sales volume increase, market share increase, profitability increase, to outperform competitors. While, the second axis of the hypotheses was based on testing the relationships between competitive strategies represented by cost reduction (also cost leadership), differentiation, focus strategies, and the marketing performance indicators aforementioned. The study relied on the descriptive method, and a questionnaire was used as the main tool for collecting data. The study population consisted of 80 individuals from the Al Ghadeer fodder production factory, and the researcher was able to retrieve 63 questionnaires with a response rate of 84%. After an initial assessment for basic statistics, data were analyzed by Spearman Correlation Tests. Results: Regarding the first axis of hypotheses, results indicated that the most emphasized competitive advantage building factors by the business were price, quality, flexibility. Also, there were positive and statistically significant correlations between the factors of building competitive advantage, namely quality, flexibility, time, and sales increase as marketing performance indicators. However, the relationship between price, as a competitive advantage-building factor, and increasing the marketing performance was insignificant. Regarding the second axis, results also showed that the most preferred competitive strategy by the business was cost reduction strategy, and there were positive and statistically significant correlations between all the competitive strategies applied by the business and the marketing performance indicators, except for to outperform competitors. Only differentiation strategy and to outperform competitors had a positive and significant relationship. Practical Implications: The study sheds light on the possible role of strategic management approach and use of competitive strategies in building competitive advantage and improving marketing performance in the animal feed production industry of Iraq. Moreover, results suggest that Al-Ghadeer Business can build a clear-cut competitive advantage in two ways. First, by investing in its employees and innovation capabilities to enhance differentiation strategy; second, by focusing on automation investments to reduce production costs more. Originality/Value: The study is thought to fulfill a specific knowledge gap in the Iraqi animal feed industry related to the use of strategic management approach and tools.