Presenting a model of social innovation institutionalization with an emphasis on competitive advantage in commercial companiesKhuzestan province

In this research, the model of institutionalization of social innovation was presented with an emphasis on competitive advantage in order to gain more market share in complex competitive conditions. Based on the purpose, explanatory and exploratory which tries to determine the pattern of institutionalization of social innovation with emphasis on competitive advantage using Delphi method and structural-interpretive modeling. According to the results of this research, it is of a developmental type and also in terms of collecting information, it is of a mixed type. The statistical population of this research is the experts in commercial companies of Khuzestan province and the sampling method is of the targeted type and with the approach of selecting and using the specialized and scientific approaches of the experts.In order to collect the required data, 8 criteria and 49 sub-criteria were identified by creating a Delphi panel of 18 experts in commercial companies in Khuzestan province based on previous studies.In the order of applying different methods of marketing, the first rank, the focus of social activities, the second rank, the change and modification of marketing approaches, the third rank, focusing on expert human resources, the fourth rank, social marketing, the fifth rank, marketing innovation, the sixth rank, drawing a vision and Creation of common value ranked 7th, networking and development of mental image ranked 8th and the last priority of social innovation institutionalization criteria with emphasis on competitive advantage was achieved.