The Impact of Cost Stickiness and Product Market Competition on Firms' Competitive Business Strategies

Objectives: This study examines the impact of cost stickiness and product market competition on companies' competitive business strategies. By analyzing these relationships, the research aims to provide insights into how market dynamics and cost behavior influence strategic decision-making. Methodology/Design/Approach: The study is applied in nature and follows a causal-correlational methodology. The statistical population consists of firms listed on the Tehran Stock Exchange, from which 130 companies were selected using the systematic elimination sampling method. The research covers eight years from 2016 to 2023. The hypotheses were tested using three statistical models to assess the relationships between cost stickiness, market competition, and business strategy. Findings: The results indicate an inverse relationship between product market competition and competitive business strategy, suggesting that firms in highly competitive industries tend to adopt defensive strategies. However, no significant relationship was found between cost stickiness and competitive business strategy. Additionally, the interaction between cost stickiness and product market competition does not significantly influence firms' strategic choices. Innovation: This study contributes to the literature by exploring the interplay between cost behavior, market competition, and strategic decision-making in emerging markets. The findings offer valuable implications for managers and policymakers in shaping business strategies based on market conditions and cost structures.