عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Nowadays with high competition in area of business, companies have to use different strategies in order to face and control this competition. Without doubt not only use of these strategies influences on packaging but also this issue affect on companies’ performance. Hence, aim of this research is to study differentiation strategy of Porter as a competitive strategy on organizational performance via goods packaging. In order to achieve this aim, impact of differentiation strategy on organizational performance directly and indirectly role as a mediator variable was studied with four hypotheses. The analysis of data show that there is no a mediator role of packaging regarding relationship between differentiation strategy and organizational performance. However elements of color and design play a mediator role between differentiation strategy and organizational performance.