Critical Success Factors for Competitive Advantage in Iranian Pharmaceutical Companies: A Comprehensive MCDM Approach

The unprecedented COVID-19 outbreak strengthened the critical manifestation of rapid development vs. survival for pharmaceutical companies, deploying strategic conduct worldwide. This study therefore explores endogenous relationship among companies’ manufacturing strategy and their performance indicators within ambit creating a long-lasting competitive advantage in turbulent times. Very often, it is not possible to launch cause-effect between drivers. To achieve this end, multiple-criteria decision-making (MCDM) techniques are employed hybrid fashion study. notion has simultaneously ranked success factors (CSFs) limelight managerial perceptions, while controlling inherent bias concerning causality direction these two entrenched concepts. A case on Iranian companies piloted demonstrate hybrid-fashion multifarious approach. Overall, results revealed most pertinent CSFs that reached superior-performance echelons Islamic Republic Iran.