Competitive Advantage Research Articles

Role of Information Technology in Enhancing International Marketing

Information Technology (IT) has become an indispensable tool in the realm of international marketing, reshaping traditional strategies and opening doors to unprecedented opportunities for businesses worldwide. This abstract delves into the pivotal role of IT in enhancing international marketing practices, shedding light on its transformative impact on market expansion, customer engagement, and competitive advantage.

ENHANCING ORGANIZATIONAL PERFORMANCE THROUGH DIVERSITY AND INCLUSION INITIATIVES: A META-ANALYSIS

This meta-analysis explores the impact of diversity and inclusion (D&I) initiatives on organizational performance. By synthesizing findings from various studies, this research aims to provide a comprehensive understanding of how D&I initiatives contribute to organizational success. The analysis reveals that organizations implementing D&I initiatives experience a range of benefits, including increased innovation, improved decision-making, and enhanced employee engagement and satisfaction. These initiatives create a more inclusive work environment where employees from diverse backgrounds feel valued and supported, leading to higher levels of productivity and organizational performance. Furthermore, the meta-analysis highlights the importance of leadership commitment and accountability in driving the success of D&I initiatives. Organizations with strong leadership support for D&I are more likely to see positive outcomes, including improved financial performance and competitive advantage. The findings suggest that D&I initiatives have a significant impact on organizational performance, and organizations that prioritize diversity and inclusion are better positioned to achieve their goals and thrive in today's diverse marketplace. This paper will explore the impact of diversity and inclusion programs on organizational performance. By conducting a meta-analysis of recent studies, the paper aims to identify patterns and outcomes related to the implementation of such initiatives across different industries and cultural contexts. The study will also examine the role of leadership in fostering an inclusive environment and how it correlates with employee satisfaction, innovation, and financial performance. Keywords: Meta Analysis, Inclusion Initiatives, Enhancing, Organizational Performance, Diversity.

THEORETICAL FRAMEWORKS SUPPORTING IT AND BUSINESS STRATEGY ALIGNMENT FOR SUSTAINED COMPETITIVE ADVANTAGE

In today's dynamic business environment, the alignment between information technology (IT) and business strategy is critical for organizations seeking sustained competitive advantage. This paper presents a comprehensive examination of theoretical frameworks supporting this alignment, aiming to provide insights into how organizations can effectively integrate IT capabilities with strategic objectives. The theoretical foundations explored include the Resource-Based View (RBV), which emphasizes leveraging unique resources and capabilities to achieve competitive advantage. Additionally, the Dynamic Capabilities Framework underscores the importance of an organization's ability to adapt and innovate in response to changing market conditions, highlighting the role of IT in facilitating agility and flexibility. The Strategic Alignment Model offers a structured approach to ensuring coherence between business strategy, IT strategy, and organizational infrastructure, enabling seamless integration and alignment. Value Chain Analysis provides a framework for understanding how IT can add value across different stages of the value chain, informing strategic decision-making and resource allocation. Moreover, IT Governance Frameworks, such as COBIT and ITIL, offer guidelines for effective management and governance of IT resources to support strategic objectives. Business Process Reengineering (BPR) is also examined as a methodology for redesigning business processes to align with strategic goals and leverage IT capabilities. Through an exploration of these theoretical frameworks, this paper aims to equip organizations with the knowledge and tools necessary to achieve sustained competitive advantage through the strategic alignment of IT and business strategies. Keywords: Theoretical Frameworks, IT, Business Strategy Alignment, Sustained Competitive Advantage.

Digitalization and Firm Performance in ASTRA: The Mediating Role of Differentiation Strategy

Digitalization has emerged as a key factor in achieving sustainable performance. This is shown by the number of companies that utilize digital technology and related research to increase competitive advantage. The purpose of this study is to examine the relationship between digitalization mediated by strategic differentiation and firm performance. The research methodology used in this research is quantitative method. The target of this research is companies in the ASTRA with a research sample consisting of 80 respondents. The findings show that digitalization has been proven to have an impact on firm performance, strategic differentiation has been proven to have an impact on firm performance, and strategic differentiation is able to mediate between digitalization and firm performance. Practical implication: Digitalization allows companies to implement differentiation strategies more effectively. By adopting the right digital technology, companies can create unique, personalized, and value-added products or services for customers. These advantages can differentiate the company from competitors and provide a strong attraction for customers, which in turn can improve the firm performance. This report is derived from research conducted at the middle and top management levels in several companies in the ASTRA.

The Use of Artificial Intelligence in Employee Recruitment in the Furniture Industry of Iran According to the Role of Contextual Factors

Abstract The present research aims to analyze the effect of contextual factors affecting the application of artificial intelligence technology in employee recruitment in the furniture industry of Iran, which is a practical purpose and has been carried out in a descriptive-surveillance manner, to find out the reasons, facilitators and limitations of its use with the presented conceptual model. Make this technology understandable to organizations during employee recruitment. To measure and analyze the effect of these factors, a questionnaire was used as an information-gathering tool, which was given to 250 senior managers and middle managers of companies active in the furniture industry of Iran. The results of the analysis of the information obtained in two descriptive and inferential parts, according to the data analysis algorithm in the method of structural equations and Smart PLS software, confirmed the hypotheses of the research and showed that the effective background factors include: technological factors, organizational and environmental have a positive and significant effect on the use of Artificial intelligence in the furniture industry in Iran, and the use of artificial intelligence as a competitive advantage improves the organizational capabilities of recruitment and recruitment (based on data, process, staff) in the furniture industry. Forgives. Also, it makes it easier to carry out “blind” Recruitment of employees processes and review frequent applications, and by simplifying the application analysis process through applicant tracking systems, it can save time and money in human resources processes and reduce discrimination in choices.

A system for Mobile Accounting

Effective financial management is critical in the fast-paced business environment of today. The agility of traditional accounting systems is often inadequate to match the speed of contemporary business operations. This paper suggests creating and implementing a Mobile Accounting System (MAS) as a solution to this problem. The MAS uses mobile technology to give businesses instant access to financial data so they can act quickly and decisively. The main advantages and characteristics of the MAS, such as its scalability, security, accessibility, and integration capabilities, are covered in this abstract. It also emphasizes how the MAS may boost decision-making processes, lower errors, and increase the effectiveness of financial management. Businesses can gain a competitive advantage in the current digital economy and optimize their financial operations by integrating mobile technology into their accounting practices.

The mediating role of employee loyalty and job engagement relationship between job satisfaction and intention to leave among bank employees in Mongolia

Organizations need to focus on employee loyalty, commitment and retention in a dynamic business environment to gain a competitive advantage over rural areas. The success factors for organizational development and well-being are excessively contingent on engaged and skilled employees. This study is anticipated to examine the mediating role of employee loyalty and job engagement on the relationships between job satisfaction and intention to leave in the case of bank employees in Mongolia. The study used data from 444 employees across two private banks in Mongolia. Reliability analysis, correlation analysis, and structural equation modeling (SEM) were used to analyze the data. Results showed a moderately positive relationship between job satisfaction and job engagement and a negative relationship with the intention to leave. Employee loyalty had a weak and negative correlation with job engagement. Employee loyalty was found to partially mediate the relationship between job satisfaction and the intention to leave while job engagement showed no mediation effect. Improving job satisfaction can enhance employee loyalty and reduce intentions to leave the bank. However, enhancing engagement may not affect turnover intentions. Banks should focus on building loyalty among satisfied employees to retain talent. The mediating role of loyalty highlights its importance in influencing whether satisfied employees consider leaving. This study demonstrates the importance of employee loyalty in partially explaining the mechanism behind the relationship between job satisfaction and retention among Mongolian bank employees. The findings provide insights to help banks improve talent management strategies and retention.

Evaluation of agile attributes for low-cost carriers to achieve sustainable development using an integrated MCDM approach

PurposeSince conducting agile strategies provides sustainable passenger satisfaction and revenue by replacing applied policies with more profitable ones rapidly, the focus of this study is to evaluate agile attributes for managing low-cost carriers (LCCs) operations by means of resources and competences based on dynamic capabilities built on resource-based view (RBV) theory and to achieve sustainable competitive advantage in a volatile and dynamic air transport environment. LCCs in Turkey are also evaluated in this study since the competition among LCCs is high to gain market share and they can adapt quickly to all kinds of circumstances.Design/methodology/approachTwo well-known Multi-Criteria Decision-Making Methods (MCDM) named as the Stepwise Weight Assessment Ratio Analysis (SWARA) and multi-attributive border approximation area comparison (MABAC) methods by employing Picture fuzzy sets (PiFS) are employed to determine weight of agile attributes and superiority of LCCs based on agile attributes in the market, respectively. To check the consistency and robustness of the results for the proposed approach, comparative and sensitivity analysis are performed at the end of the study.FindingsWhile the ranking orders of agile attributes are Strategic Responsiveness (AG1), Financial Management (AG4), Quality (AG2), Digital integration (AG3) and Reliability (AG5), respectively, LCC2 is selected as the best agile airline company in Turkey with respect to agile attributes. SWARA and MABAC method based on PiFS is appropriate and effective method to evaluate agile attributes that has important reference value for the airline companies in aviation industry.Practical implicationsThe findings of this study will support managers in the airline industry to conduct airline operations more flexibly and effectively to take sustainable competitive advantage in unexpected and dynamic environment.Originality/valueTo the author' best knowledge, this study is the first developed to identify the attributes necessary to increase agility in LCCs. Thus, as a systematic tool, a framework is developed for the implementation of agile attributes to achieve sustainable competitive advantage in the airline industry and presented a roadmap for airline managers to deal with crises and challenging situations by satisfying customer and increasing competitiveness.

Comprehensive intellectual property ability and firm productivity: A quasi-natural experiment based on national intellectual property demonstration advantage firm policy in China.

Intellectual property is crucial for the development of firms. At the micro level, firm comprehensive intellectual property ability involves abilities about intellectual property creation, utilization, protection, and management. In order to develop the comprehensive intellectual property ability of firms, the China National Intellectual Property Administration began to implement the national intellectual property demonstration advantage firm (NIPDAF) policy in 2013. Based on this exogenous policy shock, using data from listed companies from 2011 to 2020 as the research sample, the time-varying DID method is used to test the impact of the NIPDAF policy intended to cultivate comprehensive intellectual property ability on firm productivity. The results show that after policy implementation, the total factor productivity of NIPDAFs increased by about 3.3% compared to the control group. This finding is robust after a series of tests. Furthermore, the NIPDAF policy promotes firm productivity through stimulating technology innovation, improving investment efficiency, and enhancing competitive advantage. In addition, the NIPDAF policy has a more significant incentive effect on the total factor productivity of non-state-owned enterprises, firms in the eastern region, and firms in patent intensive industries.

The creation of the FC Barcelona early competitive advantage from a new entrepreneurial history approach, 1899–1922

ABSTRACT The aim of this study is to show how an entrepreneurial project that identifies a future form of value may not be motivated by the search for personal financial gain. Based on the new entrepreneurial history framework, the paper analyzes the process by which FC Barcelona was created and consolidated, at a time when football was strictly amateur in nature. It was an entrepreneurial project deployed in a dynamic process based on trial and error characterized by three decisive entrepreneurial momentums: the creation of the club in 1899; its rebirth in 1908; and the construction of a large stadium in 1922. From uncertain beginnings, the club’s eventual consolidation led to long-term socio-economic change and presents the main characteristics of a Schumpeterian creative response since it was key in the introduction of a sport that changed the way in which leisure was consumed in Spain.

LEVERAGING WORKFORCE ANALYTICS FOR SUPPLY CHAIN EFFICIENCY: A REVIEW OF HR DATA-DRIVEN PRACTICES

This study explores the pivotal role of HR analytics in enhancing supply chain management (SCM) efficiency, marking a significant shift from traditional HR practices to data-driven decision-making. The main objective was to bridge the gap between HR analytics and SCM performance, highlighting the transformative potential of integrating advanced data analysis in workforce management to optimize supply chain operations. Employing a systematic literature review and content analysis methodology, this research meticulously analyzed peer-reviewed articles, conference papers, and scholarly books from prominent databases. The search strategy was comprehensive, incorporating a broad spectrum of relevant keywords to ensure the inclusion of significant studies that address the integration of HR analytics into SCM. Key findings underscore the transformative power of HR analytics in SCM, revealing that data-driven HR practices significantly contribute to operational efficiency, strategic decision-making, and enhanced competitive advantage. Advanced analytical tools, such as AI, machine learning, and predictive analytics, have been identified as critical in optimizing workforce performance and aligning human capital with supply chain objectives. The study concludes with actionable recommendations for practitioners, leaders, and policymakers, emphasizing the importance of robust data governance, cross-functional collaboration, and the development of analytics competencies. It also outlines emerging challenges and opportunities in leveraging workforce analytics, suggesting directions for future research, particularly in exploring the strategic impacts of HR analytics on supply chain resilience and sustainability. This research contributes to the growing body of knowledge on the strategic integration of HR analytics in supply chain management, offering a roadmap for organizations seeking to enhance supply chain efficiency through data-driven HR practices. Keywords: HR Analytics, Supply Chain Management, Data-Driven Decision-Making, Workforce Optimization.

Effectiveness of the method for selecting rotary-steerable systems based on the machine learning algorithm Random Forest Classifier

Relevance. Urgent need to consider and determine possible ways to use machine learning methods in drilling industry, since artificial intelligence is developing rapidly. Achieving this task will provide industrial enterprises with a huge competitive advantage and make an important contribution to the scientific community for its future research. This is emphasized by such regulations as the Decree of the President of the Russian Federation dated 10.10.2019 G. No. 490 "On the development of Artificial Intelligence in the Russian Federation" and "The National Strategy for the Development of Artificial Intelligence for the period up to 2030". Aim. To study the effectiveness of using the machine learning method Random Forest Classifier, to develop methods for selecting rotary-steerable systems, to consider the efficiency of machine learning to determine target parameters when solving the task assigned to it within the drilling industry and to determine the approximate amount of time that can be spent by the algorithm to work out a possible solution. Object. Random Forest Classifier machine learning method in the conditions of solving a problem from the drilling industry on the selection of an optimal rotary-steerable system for specifically specified conditions. Methods. The authors have performed two computational experiments using two computing and electronic machines, namely a laptop and a remote server, the prerequisite for which was the data collected and analyzed on the basis of the study of the scientific literature in the field of research. This article explores the possibility of using the machine learning method Random Forest Classifier, to optimize well construction, using the example of developing a method for selecting rotary-steerable systems. Computational experiments were performed on two computers using the Python programming language, version 3.8.10, as well as the following libraries: NumPy, Pandas, Scikit-learn. Results. The computational experiments carried out proved the ability of the considered method to solve the problems of choosing suitable drilling equipment, an example of which was rotary-steerable systems. This method is able to independently determine the dependencies necessary to perform the task and spends a small amount of time on this process. The totality of these conclusions makes it possible to unequivocally assert the expediency and necessity of developing new approaches to the use of machine learning methods in the drilling industry, as well as performing multiple scientific studies on the possibilities of using machine learning in well construction and analyzing their effectiveness, since this direction is advanced and can radically change existing ideas about the processes occurring during well drilling.

A phenomenological inquiry of Building Information Modelling macro-adoption in Uruguay

Building information modelling (BIM) application in the architecture, engineering and construction (AEC) sectors has received attention, particularly in most Global North countries. However, there is a dearth of literature on its application in the Global South context. This research explores insights into the uptake and use of BIM in the Uruguayan AEC sector and proposes recommendations for accelerating its adoption. This study adopted the phenomenological research design. Through interviews with experts, this study relies on phenomenological analysis of a purposely sampled group of (n = 7) experts in BIM in the Uruguayan AEC industry. The discoveries and findings confirm that BIM is still at an early stage of maturity, and many practitioners still need to be convinced of its benefits. Therefore, pilot projects and the development of BIM guidelines are essential to align industry procedures and demonstrate the benefits of implementing BIM to convince hesitant professionals and increase levels of adoption. Furthermore, organisations’ main implementation drivers are external forces such as client requirements or the need to acquire a competitive advantage. This study’s findings imply that BIM diffusion dynamics in Uruguay are more aligned with a top-down approach, thus highlighting a design for ‘push’ by authorities such as the government. Overall, this study fills a research gap in the Uruguayan AEC industry and provides an academic reference background for policymakers for future actions. The paper is of value, as it contributes to the current state-of-the-art BIM research by drawing insights from the AEC industry in a typical developing country context.

The role of followership on organizational citizenship behavior in the service industry: A double mediation model

Competition in service industries is fierce, so operational efficiency and cost-effectiveness can be implemented by optimizing internal resources to increase competitive advantage. This study aims to investigate the role of followership in enhancing organizational citizenship behavior (OCB) with double mediating mechanisms, such as job satisfaction and organizational commitment. This study was conducted on food distributor service companies in Indonesia and employees as respondents. Questionnaires were used to collect data, which were using convenience sampling. Then, 131 data points were gathered and prepared for analysis using the G-Power minimum sample size. Data analysis was conducted using structural equation modeling with the SmartPLS application. The results showed that followership significantly influenced OCB, job satisfaction, and organizational commitment. Furthermore, it was also observed that job satisfaction showed an effect on OCB. However, organizational commitment does not affect OCB. Furthermore, during mediation testing, only job satisfaction was found to successfully mediate and act as a connecting variable between followership and OCB. This study has contributed to the cognitive resonance theory and suggests that service companies consider leadership followership in order to enhance OCB among their employees efficiently. It also recommended that employees should first exhibit job satisfaction before engaging in extra-role behaviors for the company. AcknowledgmentResearchers give great appreciation to Universitas Brawijaya for funding this research.

How Does Digital Leadership Foster Employee Innovative Behavior: A Cognitive–Affective Processing System Perspective

Employee innovative behavior is crucial for organizations to engage in innovative activities and gain competitive advantages in the context of digital transformation. Despite many studies having focused on the relationship between leadership and employee innovative behavior, the role of digital leadership and the underlying mechanisms for employee innovative behavior remain unclear. Using the cognitive–affective processing system framework, the study investigated the dual mediating role of psychological empowerment and affective commitment between digital leadership and employee innovative behavior and the moderating role of a proactive personality in such relationships. Employing data from 359 employees, the study conducted structure equation modeling to examine the hypotheses. The results show that digital leadership influences employee innovative behavior through psychological empowerment but not affective commitment. Furthermore, a proactive personality does not moderate the direct effect of digital leadership on psychological empowerment and affective commitment or the indirect effect of digital leadership on employee innovative behavior. Theoretical and practical implications are discussed.

Organizational-economic and psychological aspects of personnel management as a factor of organization development in crisis conditions

Modern business conditions require organizations to develop and implement new approaches to personnel management, which is the leading resource of their business activities. Crisis conditions can be challenging for any organization, but they can also stimulate development and promote change in a positive direction. The research aims to determine the organizational, economic, and psychological aspects of personnel management as a factor in the organization's development in crisis conditions. The article examines the general factors of organizational development in crisis conditions: stability, flexibility and adaptability, innovation, resources and finances, strategic planning, effective management, leadership and communication, personnel, customer orientation, public relations, and optimism. The necessity of combining and considering organizational, economic, and psychological aspects of personnel management in crisis conditions is substantiated. The fundamental aspects of personnel management of the organization in crisis conditions are singled out: organizational, economic, and psychological. Organizational and economic aspects of personnel management of the organization in crisis conditions: retention of qualified personnel, optimization of the number of personnel, reduction of personnel costs, and increase of labor productivity. Psychological aspects of personnel management of the organization in crisis conditions: informing, supporting, motivating, creating a favorable microclimate, and providing development opportunities. The proposed approach to highlighting the fundamental aspects of the organization's personnel management in crisis conditions will allow: to develop effective methods of personnel management in crisis conditions; increase the motivation and productivity of employees; reduce staff turnover; increase the level of financial stability and competitiveness of the organization. The principles of anti-crisis personnel management are defined. Implementing an effective personnel management system will allow the organization to maintain qualified personnel and competitive advantages, reduce personnel maintenance costs, increase labor productivity, and work efficiency, and ensure sustainable functioning and development of the organization in crisis conditions. Keywords: organization development, personnel, organization management, personnel management, development factors, management principles, organizational and economic aspects of management, psychological aspects of management.

Immune system inspired smart maintenance framework: tool wear monitoring use case

AbstractAs the manufacturing industry is moving towards the fourth industrial revolution, there is an increasing need for smart maintenance systems that could provide manufacturers with a competitive advantage by predicting failures. Despite various efforts by researchers, there are still challenges for these systems to work reliably in the industry such as lack of adaptability, resilience, reaction to disturbances, and future-proofing. Bio-inspired frameworks like artificial immune systems provide an alternative approach to satisfying these challenges. But existing immune-based frameworks focus only on adaptive immunity characteristics and ignore innate immunity which is important for quick detection and faster response. There is a need for a holistic view of the immune system in developing an adaptive & resilient maintenance framework. This paper presents a holistic view of the human immune system with a focus on the intelligence & response mechanism of both innate & adaptive immunity. Inspired by this holistic view and considering the emerging computer technologies — Internet of Things, Edge & Cloud Computing, Multi-Agent System, Ontology, Big Data, Digital Twin, Machine Learning, and Augmented Reality — we present a smart maintenance framework. The proposed framework is used for tool condition monitoring to demonstrate its implementation.

THE EVOLUTION OF LEADERSHIP IN THE MODERN PROFESSIONAL LANDSCAPE: SHIFTING PARADIGMS AND THEIR IMPACTS

<p>Leadership plays a pivotal role in guiding and shaping organizations and teams. In the modern professional world, leaders have undergone a transformation, influenced by various factors such as technological advancements, shifting societal expectations, and the dynamics of globalization. This study presents a comprehensive exploration of the multifaceted nature of leadership evolution in the workplace, drawing on data from qualitative research, interviews, and scholarly literature reviews. The findings highlight the shift from hierarchical to collaborative leadership, emphasizing increased interaction, teamwork, and innovation. Furthermore, the significance of communication and collaboration skills in leaders is underscored, with effective communication linked to enhanced team performance and collaboration skills as a key driver of organizational success. In addition, innovation and creativity are identified as critical components of effective leadership, fostering enhanced productivity and competitive advantage. These changes in leadership systems have far-reaching implications, affecting productivity, job satisfaction, and innovation in the workplace. The study underscores the need for leaders to adapt to this evolving landscape and integrate these essential leadership skills, ultimately contributing to effective leadership in the contemporary professional world. This research offers valuable insights into the dynamic nature of leadership in the evolving professional context.</p><p> </p>

Financial big data management and intelligence based on computer intelligent algorithm

With the acceleration of China’s economic integration process, enterprises have gained greater advantages in the fierce market competition, and gradually formed the trend of grouping and large-scale. However, as the scale of the company increases, the establishment of a branch also causes many problems. For example, in order to obtain more benefits, the business performance of the company can generate false growth, resulting in financial and operational risks. This paper analyzed the current situation and needs of enterprise financial control from two aspects of theory and practice, combined with specific engineering projects, taking ZH Group as an example, according to the actual situation of the enterprise. The article first introduces the basic situation of the enterprise; Then, the financial control strategy was designed, and different modules were designed to achieve financial control; Afterwards, use a reverse neural network to evaluate the effectiveness of financial management and risk warning; Relying on particle swarm optimization algorithm to seek the optimal solution and applying it to financial management and risk warning, in order to improve the level of introspection and risk management in decision-making. Finally, the value of computer intelligence algorithms in financial big data management is evaluated by constructing a financial risk indicator system. Through the analysis of enterprise financial management, the total asset turnover rate of ZH Group decreased by 0.39 times in 5 years. After 5 years of adjustment of the company’s business, the company’s overall operational capabilities still needed to be improved, and the company’s comprehensive business capabilities also still needed to be improved. Therefore, the application of intelligent algorithms for financial control is very necessary.

Wydarzenie modowe jako marka kulturotwórcza tworząca wartość dla klienta

Significant transformations are currently being observed in the field of culture, manifesting themselves through the search for and implementation of modern management strategies in this domain. With the incorporation of marketing practice and the perception of cultural institutions, events, and artists as brands, it becomes necessary to consider the specificity of culture, its mission as well as the needs of artists. The brand – in parallel with market relations and customer knowledge – represents a valuable resource that enables the attainment of substantial competitive advantage, in line with the resource-based theory. This article focuses on the phenomenon of event marketing as a tool for creating value for customers in the fashion sector and presents four levels of event marketing maturity. The study confirms that event marketing – when reaching an appropriate level of maturity – creates value for the customer. Additionally, the article presents key factors influencing the creation of value for customers through event marketing. The proposed model and conditions for effective implementation can be used as practical guidelines for designing and implementing fashion events aimed at maximising customer value. The conclusions drawn from this study are of significant importance for professionals in the fashion industry who seek to utilise event marketing as a tool for creating value for customers. Managing the brand in the context of fashion events as a culture-creating brand becomes a crucial element that enables the attainment of substantial competitive advantage in the fields of culture and fashion.