Finds the moderating role of competitive strategies on product innovation in tea companies, suggesting significant implications for performance.
Tea is a geographically protected product that can only be grown under specific climatic conditions. The Eastern Black Sea Region of Turkey, a major tea-producing area, possesses all the necessary geographical resources for high-quality tea production. Innovative tea production has become significant in Turkey in recent years and is stimulating the economy. Therefore, innovative tea products are in the growth phase of their product life cycle. In this context, competition among tea companies is a tool that keeps firms dynamic and increases productivity. This study proposes using tea innovation and competitive strategies to improve firm performance. According to the research design, a survey was conducted with 482 people working in tea companies in and around Rize province in Turkey. The research results identified the moderating role of cost leadership, differentiation, and focus strategies on the effect of product innovation on firm performance. However, the focus strategy increases the moderating effect of product innovation on firm performance. The research results offer theoretical and practical implications for entrepreneurs, academics, and institutions related to the tea economy.
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BAŞARAN et al. (2026) studied this question.
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