Providing a model for explanation the impact of resource strategic management on competitive advantage of mass production firms of housing and construction in Guilan province: investigation mediating role of creativity and innovation

Today one of the challenges، which most of the firms encounter is achieving competitive advantage، regardless of size، age or industry. The environment in which firms compete is a fixed source of opportunities and threats. Therefore، firms should manage their resource portfolio to respond to external stimulus and to generate competitive advantages against their competitors. Thus، managing human، financial and social capital correctly and also bundling these resources to achieve competitive advantages is necessary. Of course، in this way we should not ignore applying creativity and developing innovation easily. The objective of this paper is investigation of the structural relationship among managing resources strategically، applying creativity and developing innovation and competitive advantage directly and indirectly، so the research method according to object is applied research. For achieving the main goal of the research، we proposed a conceptual model and developed three hypotheses. For examining hypotheses، data gathered from top management and members of the board of 66 mass production firms by means of questionnaire tool. The questionnaire''s validity was confirmed by content validity and reliability was confirmed by Cronbach''s alpha (95%) using SPSS software. The structural equation model and research hypotheses were tested using AMOS software and after confirming measurement and overall models، results of path analysis show that applying creativity and developing innovation serve as mediating variable between managing resources strategically and competitive advantage and cause resource strategic management effects on competitive advantage significantly as well as indirectly.