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Top1. Introduction
Strategies used in the organization, have a great effect on their performance, in a way that some believe that choosing and implementing strategies will achieve better performance for the organization (Abdolshah, Moghimi, Azin, & Najafian, 2016). These strategies play an important role in order to gain competitive advantage. A firm will gain competitive advantage when it provides more value than expected for the available resources (Barney, 1991). Better performance of an organization against competitors can be considered a competitive advantage. Given the particular importance that large organizations around the world are allowed to develop strategies, indicates that the many benefits lie in strategy. (Porter, 1985). In other words, some believe choosing and implementing better strategies leads to achieve better performance for the organization (Gupta, Czernik, & Sharma, 2001).
Banks are not exempt from this reality and to their survival need to have proper strategy to achieve competitive advantage. (Kasman & Carvallo, 2014). Because of the multiplicity of banks, creating Red Ocean is undeniable (Moghimi, Khatibi, & Abdolshah, 2016). And this fact reflects fierce competition between both private and governmental banks. The competition is like a double-edged sword that can either undermine the profitability or improve the organization (Abdolshah, Moghimi, & Khatibi, 2017). With this interpretation, private banks are more vulnerable and for their survival is better to adopt appropriate strategies. Organizations are always looking for how to gain a competitive advantage in uncertain and rapidly changing environments (Dobni & Luffman, 2000). Therefore, choosing an appropriate strategy to gain competitive advantage is important. For this purpose, using Porter's generic model (cost leadership strategy, focus strategy, differentiation strategy) is offered.
In this study, at first the significance of each dimensions of Porter's generic model with competiveness is investigated and then the intensity of influence each dimension and indicators is surveyed. This research is appropriate to adopt appropriate strategies in such a competitive environment. In other words, CEOs at private banks can benefit to advancing their strategic plans for gaining competitive advantage.