Sustainable Competitive Advantages (SCAs) in the Mobile Telecommunication Industry of Bangladesh: Analyzing Key Success Factors

Abstract

The world is shrinking rapidly with the advent of faster communication Bangladesh, albeit a developing country, is /lO exception from it. To be successful, the service organizations and high-tech firms need to be creative in marketing with efficient operations by creating sustainable competitive advantage. For that case, this industry is offering at present the high technical and superior value adding services like: Global System for Mobile (GSM), Code Divisional Multiply Access (CDMA), Enhance Data Rate Global Evaluation (EDGE), Global Package Data Radio Services (GPRS) and Reactive Identification Module (RIM) etc. Understanding the key success factors would be a great contribution in developing an effective and creative marketing programme. In this paper, attempts have been made to identify the key success factors in the mobile telecommunication industry in Bangladesh The authors considered differentiation, financial resources, high scores of subscribers, network coverage, low call rate, promotional activities, sufficient customer care, market research, etc. which are focusing on commitment to continuous improvement and best performance as the major key success factors for the mobile telecommunication industry in Bangladesh. Moreover, they have taken a model of Sustainable Competitive Advantage (SCA) in order to identify the key success factors in the mobile telecommunication industry of Bangladesh. Finally, the authors have mentioned some guidelines for the policy makers to their further improvement of this sector in Bangladesh