{"id":3601,"date":"2025-02-10T10:12:47","date_gmt":"2025-02-10T09:12:47","guid":{"rendered":"https:\/\/leadmrktblog.com\/?p=3601"},"modified":"2025-02-10T13:06:42","modified_gmt":"2025-02-10T12:06:42","slug":"%d9%85%d9%81%d9%87%d9%88%d9%85-%d8%a7%d9%84%d9%85%d9%8a%d8%b2%d8%a9-%d8%a7%d9%84%d8%aa%d9%86%d8%a7%d9%81%d8%b3%d9%8a%d8%a9","status":"publish","type":"post","link":"https:\/\/leadmrktblog.com\/en\/%d9%85%d9%81%d9%87%d9%88%d9%85-%d8%a7%d9%84%d9%85%d9%8a%d8%b2%d8%a9-%d8%a7%d9%84%d8%aa%d9%86%d8%a7%d9%81%d8%b3%d9%8a%d8%a9\/","title":{"rendered":"\u062c\u0648\u0647\u0631 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 &#8211; \u062f\u0644\u064a\u0644 \u0645\u064f\u0628\u0633\u0637 \u0644\u0644\u0648\u0635\u0648\u0644 \u0644\u0644\u0639\u0645\u0642!"},"content":{"rendered":"<p>\u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u062c\u0639\u0644 \u0634\u0631\u0643\u0629 \u0645\u0627 \u062a\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 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\u0647\u0630\u0627 \u0627\u0644\u0633\u0637\u062d \u0646\u0633\u064a\u062c \u063a\u0646\u064a \u0645\u0646 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0627\u0644\u0645\u062a\u0623\u062b\u0631\u0629 \u0628\u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0648\u0627\u0644\u0623\u0637\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062b\u0648\u0631\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629. \u0645\u0646 \u062a\u0631\u0643\u064a\u0632&nbsp;<strong>Adam Smith<\/strong>&nbsp;\u0639\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u062e\u0635\u0635 \u0625\u0644\u0649 <a href=\"https:\/\/leadmrktblog.com\/en\/%d9%85%d8%b1%d8%a7%d8%ad%d9%84-%d8%aa%d8%b7%d9%88%d8%b1-%d8%a7%d9%84%d8%a5%d8%af%d8%a7%d8%b1%d8%a9-%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a%d8%ac%d9%8a%d8%a9\/\">\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a&nbsp;<strong>Michael Porter<\/strong>&nbsp;\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0634\u0647\u064a\u0631\u0629<\/a>\u060c \u0648\u0627\u0644\u0622\u0646 \u0625\u0644\u0649 \u0627\u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0631\u0634\u064a\u0642\u0629 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0641\u064a \u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0631\u0642\u0645\u064a\u060c \u062a\u063a\u064a\u0631 \u0645\u0639\u0646\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0639 \u0643\u0644 \u062a\u062d\u0648\u0644 \u0643\u0628\u064a\u0631 \u0641\u064a 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class=\"wp-block-heading\" id=\"\u062a\u0639\u0627\u0631\u064a\u0641-\u0645\u062a\u0646\u0648\u0639\u0629-\u0644\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\"><strong>\u062a\u0639\u0627\u0631\u064a\u0641 \u0645\u062a\u0646\u0648\u0639\u0629 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/strong><\/h3>\n\n\n\n<p>\u0642\u0628\u0644 \u0623\u0646 \u0646\u062a\u062a\u0628\u0639 \u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0645\u0646 \u0627\u0644\u0636\u0631\u0648\u0631\u064a \u0627\u0644\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0645\u062a\u0646\u0648\u0639\u0629 \u0627\u0644\u062a\u064a \u0627\u0642\u062a\u0631\u062d\u0647\u0627 \u0627\u0644\u0639\u0644\u0645\u0627\u0621 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0648\u0646 \u0628\u0645\u0631\u0648\u0631 \u0627\u0644\u0648\u0642\u062a. \u064a\u0633\u0644\u0637 \u0647\u0630\u0627 \u0627\u0644\u062a\u0646\u0648\u0639 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0633\u0628\u0628 \u0643\u0648\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0631\u0627\u0626\u0639\u0629 \u0648\u0645\u0639\u0642\u062f\u0629 \u0641\u064a \u0646\u0641\u0633 \u0627\u0644\u0648\u0642\u062a. \u0641\u064a\u0645\u0627 \u064a\u0644\u064a \u0628\u0639\u0636 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0627\u0644\u0647\u0627\u0645\u0629:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u064a\u0639\u0631\u0641&nbsp;<a href=\"https:\/\/imarcai.com\/wp-content\/uploads\/2019\/04\/Porter-1985-chapter-1.pdf\" target=\"_blank\" rel=\"noopener\"><strong>Michael Porter<\/strong>&nbsp;(1985) <\/a>\u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u0623\u0646\u0647\u0627 &#8220;\u0642\u062f\u0631\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0645\u0646\u0627\u0641\u0633\u064a\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u062d\u0642\u064a\u0642 \u0625\u0645\u0627 \u0627\u0644\u0631\u064a\u0627\u062f\u0629 \u0641\u064a \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0623\u0648 \u0627\u0644\u062a\u0645\u0627\u064a\u0632 \u0623\u0648 \u0627\u0644\u062a\u0631\u0643\u064a\u0632\u060c \u0645\u0645\u0627 \u064a\u062e\u0644\u0642 \u0642\u064a\u0645\u0629 \u0645\u062a\u0641\u0648\u0642\u0629 \u0644\u0644\u0639\u0645\u0644\u0627\u0621&#8221;. \u062a\u0631\u0643\u0632 \u0647\u0630\u0647 \u0627\u0644\u0646\u0638\u0631\u0629 \u0627\u0644\u0643\u0644\u0627\u0633\u064a\u0643\u064a\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0645\u0648\u0636\u0639 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0644\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0645\u064a\u0632\u0629.<\/li>\n\n\n\n<li>\u064a\u0635\u0641&nbsp;<strong>Jay Barney<\/strong>&nbsp;(1991)\u060c \u0627\u0644\u0630\u064a \u064a\u0645\u062b\u0644 \u0648\u062c\u0647\u0629 \u0627\u0644\u0646\u0638\u0631 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (RBV)\u060c \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0628\u0623\u0646\u0647\u0627 &#8220;\u0639\u0646\u062f\u0645\u0627 \u062a\u0646\u0641\u0630 \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u062e\u0644\u0642 \u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u064a \u0644\u0627 \u064a\u062a\u0645 \u062a\u0646\u0641\u064a\u0630\u0647\u0627 \u0641\u064a \u0646\u0641\u0633 \u0627\u0644\u0648\u0642\u062a \u0645\u0646 \u0642\u0628\u0644 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u062d\u0627\u0644\u064a\u064a\u0646 \u0623\u0648 \u0627\u0644\u0645\u062d\u062a\u0645\u0644\u064a\u0646&#8221;\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0627\u0644\u0641\u0631\u064a\u062f\u0629.<\/li>\n\n\n\n<li>\u064a\u062a\u0648\u0633\u0639&nbsp;<strong>Robert Grant<\/strong>&nbsp;(1991) \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0623\u0645\u0631\u060c \u0648\u064a\u0631\u0649 \u0623\u0646\u0647 &#8220;\u0627\u0644\u0641\u0639\u0627\u0644\u064a\u0629 \u0627\u0644\u062a\u064a \u062a\u0633\u062a\u062e\u062f\u0645 \u0628\u0647\u0627 \u0627\u0644\u0645\u0646\u0638\u0645\u0629 \u0645\u0648\u0627\u0631\u062f\u0647\u0627 \u0644\u0627\u0633\u062a\u063a\u0644\u0627\u0644 \u0627\u0644\u0641\u0631\u0635 \u0648\u062a\u062d\u064a\u064a\u062f \u0627\u0644\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0629&#8221;.<\/li>\n\n\n\n<li>\u064a\u0646\u062a\u0642\u062f&nbsp;<strong>Richard Rumelt<\/strong>&nbsp;(2011) \u0627\u0644\u0623\u0647\u062f\u0627\u0641 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u063a\u0627\u0645\u0636\u0629\u060c \u0645\u0624\u0643\u062f\u064b\u0627 \u0623\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u062a\u0646\u0628\u0639 \u0645\u0646 &#8220;\u0645\u0632\u064a\u062c \u0645\u062a\u0645\u0627\u0633\u0643 \u0645\u0646 \u0627\u0644\u0633\u064a\u0627\u0633\u0627\u062a \u0648\u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0625\u062c\u0631\u0627\u0621\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u062e\u0644\u0642 \u0646\u062a\u0627\u0626\u062c \u0645\u062a\u0641\u0648\u0642\u0629&#8221;\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0648\u0636\u0648\u062d \u0648\u0627\u0644\u0639\u0645\u0644 \u0627\u0644\u062d\u0627\u0633\u0645.<\/li>\n\n\n\n<li>\u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0627\u0644\u0645\u0639\u0627\u0635\u0631: \u0641\u064a \u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0631\u0642\u0645\u064a \u0627\u0644\u064a\u0648\u0645\u060c \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u064a\u064f\u0646\u0638\u0631 \u0625\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0639\u0644\u0649 \u0623\u0646\u0647\u0627 &#8220;\u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0628\u0633\u0631\u0639\u0629\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0631\u0624\u0649 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u0648\u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u0625\u0628\u062f\u0627\u0639\u060c \u0648\u0628\u0646\u0627\u0621 \u0623\u0646\u0638\u0645\u0629 \u0628\u064a\u0626\u064a\u0629 \u0645\u0631\u0646\u0629 \u062a\u062f\u0639\u0645 \u0627\u0644\u0642\u064a\u0645\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629&#8221;.<\/li>\n<\/ul>\n\n\n\n<p>\u062a\u062e\u062a\u0644\u0641 \u0647\u0630\u0647 \u0627\u0644\u062a\u0639\u0631\u064a\u0641\u0627\u062a \u0641\u064a \u0646\u0637\u0627\u0642\u0647\u0627 \u0648\u062a\u0631\u0643\u064a\u0632\u0647\u0627 &#8211; \u0628\u0639\u0636\u0647\u0627 \u064a\u0624\u0643\u062f \u0639\u0644\u0649 \u0627\u0644\u062a\u0645\u0648\u0636\u0639 \u0627\u0644\u062e\u0627\u0631\u062c\u064a (\u0645\u062b\u0644&nbsp;<strong>Porter<\/strong>)\u060c \u0648\u0627\u0644\u0628\u0639\u0636 \u0627\u0644\u0622\u062e\u0631 \u064a\u0633\u0644\u0637 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 (\u0645\u062b\u0644&nbsp;<strong>Barney<\/strong>)\u060c \u0648\u0627\u0644\u0622\u0631\u0627\u0621 \u0627\u0644\u0623\u062d\u062f\u062b \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0648\u0627\u0644\u0645\u0631\u0648\u0646\u0629. \u064a\u0645\u0647\u062f \u0647\u0630\u0627 \u0627\u0644\u062a\u0646\u0648\u0639 \u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645\u064a \u0627\u0644\u0637\u0631\u064a\u0642 \u0644\u0627\u0633\u062a\u0643\u0634\u0627\u0641\u0646\u0627 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u060c \u062d\u064a\u062b \u0646\u0643\u062a\u0634\u0641 \u0643\u064a\u0641 \u0646\u0634\u0623\u062a \u0647\u0630\u0647 \u0627\u0644\u0645\u0646\u0638\u0648\u0631\u0627\u062a \u0648\u062a\u0637\u0648\u0631\u062a.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629-1024x574.webp\" alt=\"\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643 \u0645\u0644\u0648\u0646 \u064a\u0648\u0636\u062d \u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u0644\u0644\u0645\u0645\u0644\u0643\u0629 \u0639\u0628\u0631 \u0627\u0644\u0639\u0635\u0648\u0631 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629\u060c \u0645\u0639 \u062a\u0633\u0644\u064a\u0637 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u062a\u062e\u0635\u0635 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\" class=\"wp-image-3603\" style=\"width:715px;height:auto\" title=\"\" srcset=\"https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629-1024x574.webp 1024w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629-300x168.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629-768x431.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0639\u0628\u0631-\u0627\u0644\u0639\u0635\u0648\u0631-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629.webp 1312w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption class=\"wp-element-caption\">\u0625\u0646\u0641\u0648\u062c\u0631\u0627\u0641\u064a\u0643 \u0645\u0644\u0648\u0646 \u064a\u0648\u0636\u062d \u0627\u0644\u062a\u0637\u0648\u0631 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a \u0644\u0644\u0645\u0645\u0644\u0643\u0629 \u0639\u0628\u0631 \u0627\u0644\u0639\u0635\u0648\u0631 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href=\"https:\/\/leadmrktblog.com\/en\/%d8%a7%d9%84%d8%ae%d9%8a%d8%a7%d8%b1%d8%a7%d8%aa-%d8%a7%d9%84%d8%a7%d8%b3%d8%aa%d8%b1%d8%a7%d8%aa%d9%8a%d8%ac%d9%8a%d8%a9-%d8%b9%d9%84%d9%89-%d9%85%d8%b3%d8%aa%d9%88%d9%89-%d8%a7%d9%84%d9%85%d8%a4\/\">\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0645\u0631\u0646\u0629 \u0627\u0644\u062d\u062f\u064a\u062b\u0629<\/a>. \u064a\u0644\u0642\u064a \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0646\u0638\u0631\u0629 \u0639\u0627\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0631\u0627\u062d\u0644 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u062a\u0637\u0648\u0631 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0645\u0639 \u062a\u0633\u0644\u064a\u0637 \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0648\u0627\u0644\u0645\u0641\u0627\u0647\u064a\u0645 \u0627\u0644\u0645\u0631\u0643\u0632\u064a\u0629 \u0627\u0644\u062a\u064a \u0634\u0643\u0644\u062a \u0637\u0631\u064a\u0642\u0629 \u062a\u0641\u0643\u064a\u0631 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0627\u0644\u062a\u0646\u0627\u0641\u0633.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0627\u0644\u0641\u062a\u0631\u0629-\u0627\u0644\u0643\u0644\u0627\u0633\u064a\u0643\u064a\u0629\"><strong>\u0627\u0644\u0641\u062a\u0631\u0629 \u0627\u0644\u0643\u0644\u0627\u0633\u064a\u0643\u064a\u0629:<\/strong><\/h4>\n\n\n\n<p>\u064a\u0645\u0643\u0646 \u062a\u062a\u0628\u0639 \u062c\u0630\u0648\u0631 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0646\u0638\u0631\u064a\u0627\u062a \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629 \u0627\u0644\u0643\u0644\u0627\u0633\u064a\u0643\u064a\u0629\u060c \u0648\u062e\u0627\u0635\u0629 \u0623\u0639\u0645\u0627\u0644 Adam Smith \u0641\u064a \u0643\u062a\u0627\u0628 \u062b\u0631\u0648\u0629 \u0627\u0644\u0623\u0645\u0645 (1776). \u0642\u062f\u0645 Smith \u0645\u0641\u0647\u0648\u0645 \u062a\u0642\u0633\u064a\u0645 \u0627\u0644\u0639\u0645\u0644 \u0648\u0627\u0644\u062a\u062e\u0635\u0635\u060c \u0645\u0624\u0643\u062f\u064b\u0627 \u0623\u0646 \u0627\u0644\u0625\u0646\u062a\u0627\u062c\u064a\u0629 \u062a\u0632\u062f\u0627\u062f \u0639\u0646\u062f \u062a\u0642\u0633\u064a\u0645 \u0627\u0644\u0645\u0647\u0627\u0645 \u0648\u062a\u0631\u0643\u064a\u0632 \u0627\u0644\u0639\u0645\u0627\u0644 \u0639\u0644\u0649 \u0623\u062f\u0648\u0627\u0631 \u0645\u062d\u062f\u062f\u0629. \u0648\u0636\u0639 \u0647\u0630\u0627 \u0627\u0644\u0645\u0628\u062f\u0623 \u0627\u0644\u0623\u0633\u0627\u0633 \u0644\u0641\u0647\u0645 \u0643\u064a\u0641 \u064a\u0645\u0643\u0646 \u0644\u0644\u0643\u0641\u0627\u0621\u0629 \u0623\u0646 \u062a\u062e\u0644\u0642 \u0645\u064a\u0632\u0629 \u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0629. \u0623\u0628\u0631\u0632\u062a \u0623\u0641\u0643\u0627\u0631 Smith \u0623\u0646 \u0627\u0644\u062f\u0648\u0644 \u0648\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u064a\u0645\u0643\u0646\u0647\u0627 \u0627\u0644\u062d\u0635\u0648\u0644 \u0639\u0644\u0649 \u0645\u0632\u0627\u064a\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0645\u0632\u0627\u064a\u0627 \u0627\u0644\u0645\u0637\u0644\u0642\u0629 \u0644\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0645\u062f\u0641\u0648\u0639\u0629 \u0628\u0627\u0644\u062a\u062e\u0635\u0635 \u0648\u0643\u0641\u0627\u0621\u0629 \u062a\u062e\u0635\u064a\u0635 \u0627\u0644\u0645\u0648\u0627\u0631\u062f.<\/p>\n\n\n\n<p>\u0644\u0627\u062d\u0642\u064b\u0627\u060c <a href=\"https:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=4519038\" target=\"_blank\" rel=\"noopener\">\u0637\u0648\u0631 David Ricardo \u0647\u0630\u0627 \u0627\u0644\u0641\u0643\u0631 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0646\u0638\u0631\u064a\u062a\u0647 \u062d\u0648\u0644 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u0646\u0633\u0628\u064a\u0629<\/a>\u060c \u0645\u0642\u062a\u0631\u062d\u064b\u0627 \u0623\u0646\u0647 \u062d\u062a\u0649 \u0644\u0648 \u0643\u0627\u0646 \u0643\u064a\u0627\u0646 \u0645\u0627 \u0623\u0642\u0644 \u0643\u0641\u0627\u0621\u0629 \u0641\u064a \u0625\u0646\u062a\u0627\u062c \u062c\u0645\u064a\u0639 \u0627\u0644\u0633\u0644\u0639\u060c \u0641\u0644\u0627 \u064a\u0632\u0627\u0644 \u0628\u0625\u0645\u0643\u0627\u0646\u0647 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u062e\u0635\u0635 \u0641\u064a \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u062a\u0645\u062a\u0639 \u0641\u064a\u0647\u0627 \u0628\u0623\u0642\u0644 \u0642\u062f\u0631 \u0645\u0646 \u0627\u0644\u0639\u062c\u0632. \u0628\u064a\u0646\u0645\u0627 \u062a\u0646\u0627\u0648\u0644 \u0639\u0645\u0644 Ricardo \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0627\u0644\u062a\u062c\u0627\u0631\u0629 \u0627\u0644\u062f\u0648\u0644\u064a\u0629\u060c \u0641\u0625\u0646 \u0627\u0644\u0645\u0646\u0637\u0642 \u0627\u0644\u0623\u0633\u0627\u0633\u064a \u064a\u0646\u0637\u0628\u0642 \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0633\u0639\u0649 \u0625\u0644\u0649 \u0645\u062c\u0627\u0644\u0627\u062a \u064a\u0645\u0643\u0646\u0647\u0627 \u0641\u064a\u0647\u0627 \u0627\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0641\u064a \u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0623\u0648 \u0627\u0633\u062a\u062e\u062f\u0627\u0645 \u0627\u0644\u0645\u0648\u0627\u0631\u062f.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0639\u0635\u0631-\u0627\u0644\u0635\u0646\u0627\u0639\u0629\"><strong>\u0639\u0635\u0631 \u0627\u0644\u0635\u0646\u0627\u0639\u0629:<\/strong><\/h4>\n\n\n\n<p>\u0634\u0647\u062f\u062a 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\u0628\u062a\u0643\u0627\u0644\u064a\u0641 \u0623\u0642\u0644\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u062a\u0642\u062f\u0645 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0648\u0625\u0646\u062a\u0627\u062c\u064a\u0629 \u0627\u0644\u0639\u0645\u0644. \u0623\u0643\u062f\u062a \u0627\u0644\u062d\u0642\u0628\u0629 \u0639\u0644\u0649 \u0631\u0623\u0633 \u0627\u0644\u0645\u0627\u0644 \u0627\u0644\u0645\u0627\u062f\u064a \u0648\u0627\u0644\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0634\u063a\u064a\u0644\u064a\u0629 \u0648\u0627\u0644\u0647\u064a\u0627\u0643\u0644 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629 \u0627\u0644\u0647\u0631\u0645\u064a\u0629 \u0628\u0627\u0639\u062a\u0628\u0627\u0631\u0647\u0627 \u0645\u0641\u0627\u062a\u064a\u062d \u0627\u0644\u0647\u064a\u0645\u0646\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0641\u062a\u0631\u0629-\u0645\u0627-\u0628\u0639\u062f-\u0627\u0644\u062d\u0631\u0628-\u0627\u0644\u062b\u0648\u0631\u0629-\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\"><strong>\u0641\u062a\u0631\u0629 \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u062d\u0631\u0628 (\u0627\u0644\u062b\u0648\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629):<\/strong><\/h4>\n\n\n\n<p>\u062c\u0644\u0628\u062a \u0641\u062a\u0631\u0629 \u0645\u0627 \u0628\u0639\u062f \u0627\u0644\u062d\u0631\u0628 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0627\u0644\u062b\u0627\u0646\u064a\u0629 \u062a\u062d\u0648\u0644\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627 \u062d\u064a\u062b \u0648\u0627\u062c\u0647\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0623\u0633\u0648\u0627\u0642\u064b\u0627 \u0639\u0627\u0644\u0645\u064a\u0629 \u0623\u0643\u062b\u0631 \u062a\u0639\u0642\u064a\u062f\u064b\u0627. \u0634\u0647\u062f\u062a \u0647\u0630\u0647 \u0627\u0644\u062d\u0642\u0628\u0629 \u0638\u0647\u0648\u0631 \u0627\u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0628\u0627\u0639\u062a\u0628\u0627\u0631\u0647\u0627 \u062a\u062e\u0635\u0635\u064b\u0627 \u0631\u0633\u0645\u064a\u064b\u0627. \u0643\u0627\u0646 Michael Porter \u0627\u0644\u0634\u062e\u0635\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u062a\u0623\u062b\u064a\u0631\u064b\u0627 \u062e\u0644\u0627\u0644 \u0647\u0630\u0627 \u0627\u0644\u0648\u0642\u062a\u060c \u062d\u064a\u062b \u0642\u062f\u0645 \u0639\u0645\u0644\u0647 \u0627\u0644\u0623\u0633\u0627\u0633\u064a Competitive Strategy (1980) \u0625\u0637\u0627\u0631 \u0639\u0645\u0644 &#8220;\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629&#8221;: \u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629 \u0648\u0627\u0644\u062a\u0645\u0627\u064a\u0632 \u0648\u0627\u0644\u062a\u0631\u0643\u064a\u0632<\/p>\n\n\n\n<p>\u062c\u0627\u062f\u0644 Porter \u0628\u0623\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u062d\u0642\u0642 \u0645\u064a\u0632\u0629 \u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0625\u0645\u0627 \u0639\u0646 \u0637\u0631\u064a\u0642 \u0643\u0648\u0646\u0647\u0627 \u0627\u0644\u0645\u0646\u062a\u062c \u0627\u0644\u0623\u0642\u0644 \u062a\u0643\u0644\u0641\u0629\u060c \u0623\u0648 \u062a\u0642\u062f\u064a\u0645 \u0645\u0646\u062a\u062c\u0627\u062a\/\u062e\u062f\u0645\u0627\u062a \u0641\u0631\u064a\u062f\u0629\u060c \u0623\u0648 \u0627\u0633\u062a\u0647\u062f\u0627\u0641 \u0642\u0637\u0627\u0639\u0627\u062a \u0633\u0648\u0642\u064a\u0629 \u0645\u062d\u062f\u062f\u0629. \u0643\u0645\u0627 \u0642\u062f\u0645 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0627\u0644\u062e\u0627\u0635 \u0628\u0647 \u0637\u0631\u064a\u0642\u0629 \u0645\u0646\u0638\u0645\u0629 \u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u0642\u062f\u0631\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0644\u0644\u0635\u0646\u0627\u0639\u0629\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0645\u062b\u0644 \u0642\u0648\u0629 \u0627\u0644\u0645\u0648\u0631\u062f\u064a\u0646 \u0648\u0642\u0648\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u064a\u0646 \u0648\u0627\u0644\u062a\u0646\u0627\u0641\u0633 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a \u0648\u062a\u0647\u062f\u064a\u062f\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0628\u062f\u0627\u0644 \u0648\u0627\u0644\u0645\u0634\u0627\u0631\u0643\u064a\u0646 \u0627\u0644\u062c\u062f\u062f. \u062a\u0638\u0644 \u0623\u0637\u0631 \u0639\u0645\u0644 Porter \u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u060c \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646 \u0627\u0644\u0627\u0646\u062a\u0642\u0627\u062f\u0627\u062a \u0627\u0644\u0644\u0627\u062d\u0642\u0629 \u0623\u0634\u0627\u0631\u062a \u0625\u0644\u0649 \u0642\u064a\u0648\u062f\u0647\u0627 \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0628\u0633\u0631\u0639\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0645\u0646\u0638\u0648\u0631-\u0642\u0627\u0626\u0645-\u0639\u0644\u0649-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-rbv\"><strong>\u0645\u0646\u0638\u0648\u0631 \u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (RBV):<\/strong><\/h4>\n\n\n\n<p>\u0641\u064a \u0627\u0644\u062a\u0633\u0639\u064a\u0646\u064a\u0627\u062a\u060c \u062d\u0648\u0644 \u0628\u0627\u062d\u062b\u0648\u0646 \u0645\u062b\u0644 Jay Barney \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0625\u0644\u0649 \u0627\u0644\u062f\u0627\u062e\u0644 \u0645\u0639 \u0645\u0646\u0638\u0648\u0631 \u0642\u0627\u0626\u0645 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (RBV)\u060c \u0645\u0624\u0643\u062f\u064a\u0646 \u0639\u0644\u0649 \u0623\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u062a\u0646\u0634\u0623 \u0645\u0646 \u0645\u0648\u0627\u0631\u062f \u0648\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0634\u0631\u0643\u0629 \u0627\u0644\u0641\u0631\u064a\u062f\u0629. \u0648\u0641\u0642\u064b\u0627 \u0644\u0640 Barney\u060c \u0644\u0643\u064a \u064a\u0643\u0648\u0646 \u0627\u0644\u0645\u0648\u0631\u062f \u0645\u0635\u062f\u0631\u064b\u0627 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629\u060c \u064a\u062c\u0628 \u0623\u0646 \u064a\u0643\u0648\u0646 \u0642\u064a\u0645\u064b\u0627 \u0648\u0646\u0627\u062f\u0631\u064b\u0627 \u0648\u063a\u064a\u0631 \u0642\u0627\u0628\u0644 \u0644\u0644\u062a\u0642\u0644\u064a\u062f \u0648\u063a\u064a\u0631 \u0642\u0627\u0628\u0644 \u0644\u0644\u0627\u0633\u062a\u0628\u062f\u0627\u0644 (VRIN).<\/p>\n\n\n\n<p>\u0627\u0646\u062a\u0642\u0644 \u0647\u0630\u0627 \u0627\u0644\u0645\u0646\u0638\u0648\u0631 \u0625\u0644\u0649 \u0645\u0627 \u0648\u0631\u0627\u0621 \u0627\u0644\u062a\u062d\u0644\u064a\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a \u0644\u0640 Porter\u060c \u0645\u0645\u0627 \u064a\u0634\u064a\u0631 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 &#8211; \u0645\u062b\u0644 \u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0634\u0631\u0643\u0629 \u0648\u0627\u0644\u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u0641\u0643\u0631\u064a\u0629 \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 &#8211; \u0643\u0627\u0646\u062a \u0628\u0646\u0641\u0633 \u0627\u0644\u0642\u062f\u0631\u060c \u0625\u0646 \u0644\u0645 \u064a\u0643\u0646 \u0623\u0643\u062b\u0631\u060c \u0623\u0647\u0645\u064a\u0629. \u062c\u0633\u062f\u062a \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 Apple \u0647\u0630\u0627 \u0627\u0644\u062a\u062d\u0648\u0644\u060c \u062d\u064a\u062b \u0627\u0633\u062a\u0641\u0627\u062f\u062a \u0645\u0646 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u062e\u0627\u0635\u0629 \u0648\u062d\u0642\u0648\u0642 \u0627\u0644\u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u0641\u0643\u0631\u064a\u0629 \u0627\u0644\u0642\u0648\u064a\u0629 \u0648\u0627\u0644\u062a\u0645\u064a\u0632 \u0641\u064a \u0627\u0644\u062a\u0635\u0645\u064a\u0645 \u0644\u0625\u0646\u0634\u0627\u0621 \u0645\u0646\u062a\u062c\u0627\u062a \u0643\u0627\u0641\u062d \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0648\u0646 \u0644\u062a\u0643\u0631\u0627\u0631\u0647\u0627.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f-\u0627\u0644\u0631\u0642\u0645\u064a-\u0648\u0627\u0644\u0645\u0639\u0631\u0641\u064a\"><strong>\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u064a:<\/strong><\/h4>\n\n\n\n<p>\u0623\u0634\u0631 \u0627\u0644\u0642\u0631\u0646 \u0627\u0644\u062d\u0627\u062f\u064a \u0648\u0627\u0644\u0639\u0634\u0631\u0648\u0646 \u0625\u0644\u0649 \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u064a\u060c \u062d\u064a\u062b \u0623\u0635\u0628\u062d\u062a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u0631\u0623\u0633 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https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0648\u0627\u0644\u0642\u064a\u0648\u062f-\u0644\u0646\u0638\u0631\u064a\u0627\u062a-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-768x431.webp 768w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0648\u0627\u0644\u0642\u064a\u0648\u062f-\u0644\u0646\u0638\u0631\u064a\u0627\u062a-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-18x10.webp 18w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0646\u0642\u0627\u0637-\u0627\u0644\u0642\u0648\u0629-\u0648\u0627\u0644\u0642\u064a\u0648\u062f-\u0644\u0646\u0638\u0631\u064a\u0627\u062a-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp 1312w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><figcaption 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class=\"wp-block-heading\" id=\"2-\u0639\u0635\u0631-\u0627\u0644\u0635\u0646\u0627\u0639\u0629-\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a-\u0627\u0644\u062d\u062c\u0645-\u0648\u0643\u0641\u0627\u0621\u0629-\u0627\u0644\u062a\u0643\u0644\u0641\u0629\">2. <strong>\u0639\u0635\u0631 \u0627\u0644\u0635\u0646\u0627\u0639\u0629: \u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u062d\u062c\u0645 \u0648\u0643\u0641\u0627\u0621\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629<\/strong><\/h4>\n\n\n\n<p><strong>\u0645\u0628\u0631\u0631\u0627\u062a:<\/strong> \u062d\u0648\u0644\u062a \u0627\u0644\u062b\u0648\u0631\u0629 \u0627\u0644\u0635\u0646\u0627\u0639\u064a\u0629 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0625\u0644\u0649 \u0627\u0644\u0625\u0646\u062a\u0627\u062c \u0627\u0644\u0636\u062e\u0645 \u0648\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0627\u0644\u062d\u062c\u0645\u060c \u062d\u064a\u062b \u062d\u0635\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a 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Porter \u062a\u0639\u0631\u064a\u0641 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u064a \u0627\u0644\u062b\u0645\u0627\u0646\u064a\u0646\u064a\u0627\u062a \u0645\u0646 \u062e\u0644\u0627\u0644 \u0625\u0637\u0627\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0627\u0644\u0639\u0627\u0645\u0629: \u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u062a\u0643\u0644\u0641\u0629\u060c \u0648\u0627\u0644\u062a\u0645\u0627\u064a\u0632\u060c \u0648\u0627\u0644\u062a\u0631\u0643\u064a\u0632. \u0642\u062f\u0645 \u0646\u0645\u0648\u0630\u062c \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062e\u0645\u0633 \u0644\u062a\u062d\u0644\u064a\u0644 \u0647\u064a\u0643\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0648\u0634\u062f\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629.<\/p>\n\n\n\n<p><strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629:<\/strong> \u0642\u062f\u0645\u062a \u0646\u0645\u0627\u0630\u062c Porter \u0646\u0647\u062c\u064b\u0627 \u062a\u062d\u0644\u064a\u0644\u064a\u064b\u0627 \u0645\u0646\u0638\u0645\u064b\u0627 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\u060c \u0645\u0645\u0627 \u0645\u0643\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u0645\u0648\u0642\u0639\u0647\u0627 \u062f\u0627\u062e\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0629. \u0642\u062f\u0645 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0642\u0648\u0649 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0631\u0624\u0649 \u0642\u064a\u0645\u0629 \u062d\u0648\u0644 \u062f\u064a\u0646\u0627\u0645\u064a\u0627\u062a \u0627\u0644\u0633\u0648\u0642.<\/p>\n\n\n\n<p><strong>\u0627\u0644\u0642\u064a\u0648\u062f:<\/strong> \u064a\u0641\u062a\u0631\u0636 \u0625\u0637\u0627\u0631 Porter \u0648\u062c\u0648\u062f \u0623\u0633\u0648\u0627\u0642 \u0645\u0633\u062a\u0642\u0631\u0629 \u0646\u0633\u0628\u064a\u064b\u0627\u060c \u0645\u0645\u0627 \u064a\u062c\u0639\u0644\u0647 \u0623\u0642\u0644 \u0641\u0639\u0627\u0644\u064a\u0629 \u0641\u064a \u0627\u0644\u0628\u064a\u0626\u0627\u062a \u0627\u0644\u0645\u062a\u063a\u064a\u0631\u0629 \u0628\u0633\u0631\u0639\u0629. \u064a\u0648\u0627\u062c\u0647 \u0635\u0639\u0648\u0628\u0629 \u0641\u064a \u0627\u0644\u0635\u0646\u0627\u0639\u0627\u062a \u0627\u0644\u0645\u062f\u0641\u0648\u0639\u0629 \u0628\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0627\u0644\u0633\u0631\u064a\u0639 \u0648\u062d\u062f\u0648\u062f \u0627\u0644\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0636\u0628\u0627\u0628\u064a\u0629.<\/p>\n\n\n\n<p><strong>\u0645\u062b\u0627\u0644:<\/strong> \u062a\u062a\u0645\u0627\u0634\u0649 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u062a\u0645\u0627\u064a\u0632 \u0644\u0634\u0631\u0643\u0629 Apple\u060c \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u062a\u0635\u0645\u064a\u0645 \u0627\u0644\u0641\u0627\u062e\u0631 \u0648\u062a\u062c\u0631\u0628\u0629 \u0627\u0644\u0645\u0633\u062a\u062e\u062f\u0645\u060c \u0645\u0639 \u0646\u0645\u0648\u0630\u062c Porter. \u0648\u0645\u0639 \u0630\u0644\u0643\u060c \u062a\u0639\u062a\u0645\u062f \u0642\u062f\u0631\u0629 Apple \u0639\u0644\u0649 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0623\u064a\u0636\u064b\u0627 \u0639\u0644\u0649 \u0639\u0648\u0627\u0645\u0644 \u062a\u062a\u062c\u0627\u0648\u0632 \u0646\u0637\u0627\u0642 Porter\u060c \u0645\u062b\u0644 \u0646\u0638\u0627\u0645 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u062e\u0627\u0635 \u0628\u0647\u0627 \u0648\u0648\u0644\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"4-\u0648\u062c\u0647\u0629-\u0627\u0644\u0646\u0638\u0631-\u0627\u0644\u0642\u0627\u0626\u0645\u0629-\u0639\u0644\u0649-\u0627\u0644\u0645\u0648\u0627\u0631\u062f-rbv-\u0627\u0644\u0642\u062f\u0631\u0627\u062a-\u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629-\u0643\u062c\u0648\u0647\u0631\">4. <strong>\u0648\u062c\u0647\u0629 \u0627\u0644\u0646\u0638\u0631 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (RBV): \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0643\u062c\u0648\u0647\u0631<\/strong><\/h4>\n\n\n\n<p><strong>\u0645\u0628\u0631\u0631\u0627\u062a:<\/strong> \u062d\u0648\u0644\u062a \u0648\u062c\u0647\u0629 <a href=\"https:\/\/open.ncl.ac.uk\/theories\/4\/resource-based-theory\/\" target=\"_blank\" rel=\"noopener\">\u0627\u0644\u0646\u0638\u0631 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f (RBV)\u060c \u0627\u0644\u062a\u064a \u0631\u0648\u062c \u0644\u0647\u0627 Jay Barney\u060c<\/a> \u0627\u0644\u0627\u0646\u062a\u0628\u0627\u0647 \u0645\u0646 \u0627\u0644\u0639\u0648\u0627\u0645\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u0625\u0644\u0649 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0648\u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629. \u062c\u0627\u062f\u0644 Barney \u0628\u0623\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629 \u062a\u0623\u062a\u064a \u0645\u0646 \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0627\u0644\u062a\u064a \u062a\u0643\u0648\u0646 \u0642\u064a\u0645\u0629\u060c \u0646\u0627\u062f\u0631\u0629\u060c \u063a\u064a\u0631 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0642\u0644\u064a\u062f\u060c \u0648\u063a\u064a\u0631 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u0627\u0633\u062a\u0628\u062f\u0627\u0644 (VRIN).<\/p>\n\n\n\n<p><strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629:<\/strong> \u0633\u0644\u0637\u062a RBV \u0627\u0644\u0636\u0648\u0621 \u0639\u0644\u0649 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0623\u0635\u0648\u0644 \u063a\u064a\u0631 \u0627\u0644\u0645\u0644\u0645\u0648\u0633\u0629 \u0645\u062b\u0644 \u0642\u064a\u0645\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0627\u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u062a\u0646\u0638\u064a\u0645\u064a\u0629\u060c \u0648\u0627\u0644\u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u0641\u0643\u0631\u064a\u0629. \u0642\u062f\u0645\u062a \u0641\u0647\u0645\u064b\u0627 \u0623\u0643\u062b\u0631 \u062f\u0642\u0629 \u0644\u0643\u064a\u0641\u064a\u0629 \u062f\u0641\u0639 \u0627\u0644\u0642\u0648\u0629 \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0644\u0644\u0646\u062c\u0627\u062d \u0639\u0644\u0649 \u0627\u0644\u0645\u062f\u0649 \u0627\u0644\u0637\u0648\u064a\u0644.<\/p>\n\n\n\n<p><strong>\u0627\u0644\u0642\u064a\u0648\u062f:<\/strong> \u062a\u0645 \u0627\u0646\u062a\u0642\u0627\u062f RBV \u0628\u0633\u0628\u0628 \u063a\u0645\u0648\u0636\u0647\u0627 \u0641\u064a \u062a\u0639\u0631\u064a\u0641 \u0645\u0627 \u064a\u0634\u0643\u0644 \u0645\u0648\u0631\u062f\u064b\u0627 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u064b\u0627. \u0643\u0645\u0627 \u0623\u0646\u0647\u0627 \u062a\u0642\u0644\u0644 \u0645\u0646 \u0623\u0647\u0645\u064a\u0629 \u0627\u0644\u0638\u0631\u0648\u0641 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0627\u0644\u062f\u064a\u0646\u0627\u0645\u064a\u0643\u064a\u0629 \u0648\u0627\u0644\u062d\u0627\u062c\u0629 \u0625\u0644\u0649 \u062a\u062c\u062f\u064a\u062f \u0627\u0644\u0645\u0648\u0627\u0631\u062f \u0628\u0634\u0643\u0644 \u0645\u0633\u062a\u0645\u0631.<\/p>\n\n\n\n<p><strong>\u0645\u062b\u0627\u0644:<\/strong> \u062a\u0648\u0636\u062d \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630 \u0644\u0634\u0631\u0643\u0629 Apple \u0645\u0628\u0627\u062f\u0626 RBV. \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0627\u0633\u062a\u062d\u0648\u0627\u0630 \u0639\u0644\u0649 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 Beats Electronics \u0648Shazam\u060c \u062f\u0645\u062c\u062a Apple \u0642\u062f\u0631\u0627\u062a \u0641\u0631\u064a\u062f\u0629 \u0644\u062a\u0639\u0632\u064a\u0632 \u0646\u0638\u0627\u0645\u0647\u0627 \u0627\u0644\u0628\u064a\u0626\u064a.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"5-\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f-\u0627\u0644\u0631\u0642\u0645\u064a-\u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629-\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631-\u0648\u0627\u0644\u0631\u0634\u0627\u0642\u0629\">5. <strong>\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u0631\u0642\u0645\u064a \u0648\u0627\u0644\u0645\u0639\u0631\u0641\u0629: \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u0627\u0644\u0631\u0634\u0627\u0642\u0629<\/strong><\/h4>\n\n\n\n<p><strong>\u0645\u0628\u0631\u0631\u0627\u062a:<\/strong> \u0623\u062f\u062e\u0644 \u0635\u0639\u0648\u062f \u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f \u0627\u0644\u0631\u0642\u0645\u064a \u0623\u0628\u0639\u0627\u062f\u064b\u0627 \u062c\u062f\u064a\u062f\u0629 \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629\u060c \u0645\u0639 \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631\u060c \u0648\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627\u060c \u0648\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0645\u0639\u0631\u0641\u0629. \u062d\u0635\u0644\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0644\u0649 \u0627\u0644\u0645\u064a\u0632\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0623\u062b\u064a\u0631\u0627\u062a \u0627\u0644\u0634\u0628\u0643\u0629\u060c \u0648\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0642\u0627\u0626\u0645\u0629 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0635\u0627\u062a\u060c \u0648\u0627\u062a\u062e\u0627\u0630 \u0627\u0644\u0642\u0631\u0627\u0631\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0646\u062f\u0629 \u0625\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a.<\/p>\n\n\n\n<p><strong>\u0646\u0642\u0627\u0637 \u0627\u0644\u0642\u0648\u0629:<\/strong> \u062a\u0624\u0643\u062f \u0647\u0630\u0647 \u0627\u0644\u062d\u0642\u0628\u0629 \u0639\u0644\u0649 \u0633\u0631\u0639\u0629 \u0627\u0644\u0648\u0635\u0648\u0644 \u0625\u0644\u0649 \u0627\u0644\u0633\u0648\u0642\u060c \u0648\u0627\u0644\u0642\u0627\u0628\u0644\u064a\u0629 \u0644\u0644\u062a\u0648\u0633\u0639\u060c \u0648\u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631. \u062a\u0632\u062f\u0647\u0631 \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644 Google \u0648Amazon \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u062a\u062d\u0644\u064a\u0644\u0627\u062a \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a\u060c \u0648\u0627\u0644\u0645\u0646\u0635\u0627\u062a \u0627\u0644\u0631\u0642\u0645\u064a\u0629\u060c \u0648\u0627\u0644\u0634\u0631\u0627\u0643\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629.<\/p>\n\n\n\n<p><strong>\u0627\u0644\u0642\u064a\u0648\u062f:<\/strong> \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u062c\u0639\u0644 \u0627\u0644\u0633\u0631\u0639\u0629 \u0641\u064a \u0627\u0644\u062a\u063a\u064a\u064a\u0631 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0627\u0644\u0645\u0632\u0627\u064a\u0627 \u0645\u0624\u0642\u062a\u0629. \u062a\u0648\u0627\u062c\u0647 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https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0645\u0634\u0647\u062f-\u062a\u062c\u0627\u0631\u064a-\u0645\u0633\u062a\u0642\u0628\u0644\u064a-\u064a\u0645\u062b\u0644-\u0627\u0644\u062a\u0639\u0631\u064a\u0641-\u0627\u0644\u062d\u062f\u064a\u062b-\u0644\u0640-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-300x168.webp 300w, https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u0645\u0634\u0647\u062f-\u062a\u062c\u0627\u0631\u064a-\u0645\u0633\u062a\u0642\u0628\u0644\u064a-\u064a\u0645\u062b\u0644-\u0627\u0644\u062a\u0639\u0631\u064a\u0641-\u0627\u0644\u062d\u062f\u064a\u062b-\u0644\u0640-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-768x431.webp 768w, 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\u0627\u0644\u0645\u0633\u0627\u0647\u0645\u064a\u0646\u060c \u0641\u0625\u0646 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0644\u064a\u0648\u0645 \u062a\u0623\u062e\u0630 \u0641\u064a \u0627\u0644\u0627\u0639\u062a\u0628\u0627\u0631 \u0627\u0644\u0646\u0638\u0627\u0645 \u0627\u0644\u0628\u064a\u0626\u064a \u0627\u0644\u0623\u0648\u0633\u0639 &#8211; \u0628\u0645\u0627 \u0641\u064a \u0630\u0644\u0643 \u0627\u0644\u0639\u0645\u0644\u0627\u0621 \u0648\u0627\u0644\u0645\u0648\u0638\u0641\u064a\u0646 \u0648\u0627\u0644\u0634\u0631\u0643\u0627\u0621 \u0648\u0627\u0644\u0645\u062c\u062a\u0645\u0639 \u0643\u0643\u0644. \u062a\u0624\u0643\u062f \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644&nbsp;<strong>Unilever<\/strong>&nbsp;\u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0648\u0627\u0644\u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 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\u0641\u0639\u0627\u0644\u064a\u062a\u0647\u0627 \u0641\u064a \u062f\u0645\u062c\u0647\u0627 \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646\u0647\u0627 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0627\u0644\u0645\u0633\u062a\u0645\u0631. \u062a\u064f\u0638\u0647\u0631 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0627\u0633\u062a\u062d\u0648\u0627\u0630&nbsp;<strong>Apple<\/strong>\u060c \u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0643\u064a\u0641 \u0623\u0646 \u0627\u0644\u062c\u0645\u0639 \u0628\u064a\u0646 \u0627\u0644\u0642\u062f\u0631\u0627\u062a \u0627\u0644\u062f\u0627\u062e\u0644\u064a\u0629 \u0648\u0627\u0644\u0623\u0635\u0648\u0644 \u0627\u0644\u062e\u0627\u0631\u062c\u064a\u0629 \u064a\u0639\u0632\u0632 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u0645\u0633\u062a\u062f\u0627\u0645\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0648\u0627\u0644\u062a\u0643\u064a\u0641:<\/strong>&nbsp;\u0641\u064a \u0639\u0627\u0644\u0645 \u0645\u062a\u0642\u0644\u0628 \u0648\u063a\u064a\u0631 \u0645\u0624\u0643\u062f \u0648\u0645\u0639\u0642\u062f \u0648\u063a\u0627\u0645\u0636 (VUCA)\u060c \u062a\u0639\u062a\u0628\u0631 \u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0630\u0627\u062a \u0623\u0647\u0645\u064a\u0629 \u0642\u0635\u0648\u0649. \u064a\u062c\u0628 \u0623\u0646 \u062a\u0643\u0648\u0646 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0642\u0627\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0645\u062d\u0648\u0631 \u0628\u0633\u0631\u0639\u0629 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u0627\u0636\u0637\u0631\u0627\u0628\u0627\u062a \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0629 \u0648\u062a\u062d\u0648\u0644\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u0627\u0644\u0623\u0632\u0645\u0627\u062a \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629. \u0643\u0627\u0646\u062a \u0647\u0630\u0647 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u062a\u0643\u064a\u0641 \u0648\u0627\u0636\u062d\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u0627\u0632\u062f\u0647\u0631\u062a \u062e\u0644\u0627\u0644 \u062c\u0627\u0626\u062d\u0629 COVID-19 \u0645\u0646 \u062e\u0644\u0627\u0644 \u0627\u0644\u062a\u062d\u0648\u0644 \u0627\u0644\u0633\u0631\u064a\u0639 \u0644\u0646\u0645\u0627\u0630\u062c \u0627\u0644\u0623\u0639\u0645\u0627\u0644 \u0648\u0633\u0644\u0627\u0633\u0644 \u0627\u0644\u062a\u0648\u0631\u064a\u062f.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"\u0627\u0644\u062e\u0627\u062a\u0645\u0629-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-\u0630\u0627\u062a-\u0637\u0628\u064a\u0639\u0629-\u062f\u0627\u0626\u0645\u0629-\u0627\u0644\u062a\u0637\u0648\u0631\">\u0627\u0644\u062e\u0627\u062a\u0645\u0629: \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0630\u0627\u062a \u0637\u0628\u064a\u0639\u0629 \u062f\u0627\u0626\u0645\u0629 \u0627\u0644\u062a\u0637\u0648\u0631<\/h3>\n\n\n\n<p>\u0628\u064a\u0646\u0645\u0627 \u062a\u062a\u0628\u0639\u0646\u0627 \u0627\u0644\u0646\u0633\u064a\u062c \u0627\u0644\u063a\u0646\u064a \u0644\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0645\u0646 \u062e\u0644\u0627\u0644 \u062a\u0637\u0648\u0631\u0647\u0627 \u0627\u0644\u062a\u0627\u0631\u064a\u062e\u064a\u060c \u062a\u0635\u0628\u062d \u062d\u0642\u064a\u0642\u0629 \u0648\u0627\u062d\u062f\u0629 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\u0627\u0644\u062a\u0623\u0633\u064a\u0633\u064a\u0629 \u0644\u0640&nbsp;<strong>Adam Smith<\/strong>&nbsp;\u062d\u0648\u0644 \u0627\u0644\u062a\u062e\u0635\u0635 \u0625\u0644\u0649 \u0627\u0644\u0623\u0637\u0631 \u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0644\u0640&nbsp;<strong>Michael Porter<\/strong>\u060c \u0648\u0639\u0628\u0631 \u0627\u0644\u0646\u0647\u062c \u0627\u0644\u062a\u064a \u062a\u0631\u0643\u0632 \u0639\u0644\u0649 \u0627\u0644\u0645\u0631\u0648\u0646\u0629 \u0641\u064a \u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0631\u0642\u0645\u064a\u060c \u0643\u0627\u0646\u062a \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0627\u0646\u0639\u0643\u0627\u0633\u064b\u0627 \u0644\u0639\u0635\u0631\u0647\u0627.<\/p>\n\n\n\n<p>\u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u064a\u0648\u0645 \u0634\u062f\u064a\u062f \u0627\u0644\u0627\u062a\u0635\u0627\u0644 \u0648\u0627\u0644\u0633\u0631\u064a\u0639 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\u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a \u0627\u0644\u0633\u0631\u064a\u0639 \u0648\u062a\u0637\u0648\u0631 \u062a\u0648\u0642\u0639\u0627\u062a \u0627\u0644\u0645\u0633\u062a\u0647\u0644\u0643 \u0648\u0627\u0644\u062a\u062d\u062f\u064a\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629. \u0623\u0638\u0647\u0631\u062a \u0634\u0631\u0643\u0627\u062a \u0645\u062b\u0644&nbsp;<strong>Apple<\/strong>&nbsp;\u0648&nbsp;<strong>Tesla<\/strong>&nbsp;\u0648&nbsp;<strong>Amazon<\/strong>&nbsp;\u0623\u0646 \u0627\u0644\u0646\u062c\u0627\u062d \u0644\u0627 \u064a\u062a\u0648\u0642\u0641 \u0639\u0644\u0649 \u0627\u0644\u062d\u0641\u0627\u0638 \u0639\u0644\u0649 \u0645\u064a\u0632\u0629 \u0648\u0627\u062d\u062f\u0629 \u0648\u0644\u0643\u0646 \u0639\u0644\u0649 \u0627\u0644\u0642\u062f\u0631\u0629 \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u0645\u0631\u0627\u0631 \u0641\u064a \u0625\u0646\u0634\u0627\u0621 \u0648\u062a\u0643\u064a\u064a\u0641 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\u0627\u0644\u0634\u0631\u0643\u0627\u062a \u062a\u0639\u0632\u064a\u0632 \u0627\u0644\u062b\u0642\u0627\u0641\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0639\u0637\u064a \u0627\u0644\u0623\u0648\u0644\u0648\u064a\u0629 \u0644\u0644\u0627\u0628\u062a\u0643\u0627\u0631 \u0648\u0627\u0644\u062a\u062c\u0631\u064a\u0628 \u0648\u0627\u0644\u0645\u0631\u0648\u0646\u0629\u060c \u0645\u0645\u0627 \u064a\u0645\u0643\u0646\u0647\u0627 \u0645\u0646 \u0627\u0644\u062a\u0645\u062d\u0648\u0631 \u0627\u0633\u062a\u062c\u0627\u0628\u0629 \u0644\u0644\u0627\u062a\u062c\u0627\u0647\u0627\u062a \u0627\u0644\u0646\u0627\u0634\u0626\u0629.<\/li>\n\n\n\n<li><strong>\u0627\u0644\u0645\u0648\u0627\u0632\u0646\u0629 \u0628\u064a\u0646 \u0627\u0644\u0645\u0643\u0627\u0633\u0628 \u0642\u0635\u064a\u0631\u0629 \u0627\u0644\u0623\u062c\u0644 \u0648\u0627\u0644\u0627\u0633\u062a\u062f\u0627\u0645\u0629 \u0637\u0648\u064a\u0644\u0629 \u0627\u0644\u0623\u062c\u0644:<\/strong>&nbsp;\u0644\u0627 \u062a\u062a\u0639\u0644\u0642 \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0641\u0642\u0637 \u0628\u0627\u0644\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u064a\u0646 \u0627\u0644\u064a\u0648\u0645 &#8211; \u0628\u0644 \u062a\u062a\u0639\u0644\u0642 \u0628\u0625\u0646\u0634\u0627\u0621 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0627\u062a \u0645\u0631\u0646\u0629 \u062a\u0632\u062f\u0647\u0631 \u0648\u0633\u0637 \u062d\u0627\u0644\u0627\u062a \u0639\u062f\u0645 \u0627\u0644\u064a\u0642\u064a\u0646 \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644\u064a\u0629.<\/li>\n\n\n\n<li><strong>\u062a\u0642\u062f\u064a\u0631 \u0627\u0644\u062a\u0641\u0643\u064a\u0631 \u0641\u064a \u0627\u0644\u0646\u0638\u0627\u0645 \u0627\u0644\u0628\u064a\u0626\u064a:<\/strong>&nbsp;\u0633\u062a\u062d\u062a\u0627\u062c \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u0634\u0643\u0644 \u0645\u062a\u0632\u0627\u064a\u062f \u0625\u0644\u0649 \u0627\u0644\u062a\u0639\u0627\u0648\u0646 \u062f\u0627\u062e\u0644 \u0627\u0644\u0646\u0638\u0645 \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0623\u0648\u0633\u0639\u060c \u0648\u0627\u0644\u0627\u0633\u062a\u0641\u0627\u062f\u0629 \u0645\u0646 \u0627\u0644\u0634\u0631\u0627\u0643\u0627\u062a \u0648\u0627\u0644\u0634\u0628\u0643\u0627\u062a \u0648\u0639\u0644\u0627\u0642\u0627\u062a \u0623\u0635\u062d\u0627\u0628 \u0627\u0644\u0645\u0635\u0644\u062d\u0629 \u0643\u0623\u062c\u0632\u0627\u0621 \u0644\u0627 \u064a\u062a\u062c\u0632\u0623 \u0645\u0646 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u062a\u0647\u0627.<\/li>\n<\/ul>\n\n\n\n<p>\u0628\u0627\u062e\u062a\u0635\u0627\u0631\u060c \u0644\u0645 \u062a\u0639\u062f \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0648\u062c\u0647\u0629 \u0648\u0644\u0643\u0646\u0647\u0627 \u0631\u062d\u0644\u0629. \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u062a\u0638\u0644 \u0641\u0636\u0648\u0644\u064a\u0629 \u0648\u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0643\u064a\u0641 \u0648\u0630\u0627\u062a \u062a\u0641\u0643\u064a\u0631 \u0645\u0633\u062a\u0642\u0628\u0644\u064a \u0644\u0646 \u062a\u0646\u062c\u0648 \u0641\u0642\u0637 \u0645\u0646 \u062a\u064a\u0627\u0631\u0627\u062a \u0627\u0644\u062a\u063a\u064a\u064a\u0631 &#8211; \u0628\u0644 \u0633\u062a\u0631\u0643\u0628 \u0627\u0644\u0623\u0645\u0648\u0627\u062c\u060c \u0648\u062a\u0634\u0643\u0644 \u0645\u0633\u062a\u0642\u0628\u0644 \u0627\u0644\u0635\u0646\u0627\u0639\u0627\u062a \u0648\u0627\u0644\u0627\u0642\u062a\u0635\u0627\u062f\u0627\u062a \u0639\u0644\u0649 \u062d\u062f \u0633\u0648\u0627\u0621.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Rumelt, R. P. (2011).&nbsp;<em>Good strategy\/bad strategy: The difference and why it matters<\/em>. Crown Business.<\/li>\n\n\n\n<li>Reimann, B. C. (1989). Sustaining the competitive advantage.&nbsp;<em>Planning Review<\/em>,&nbsp;<em>17<\/em>(2), 30-39.&nbsp;<a href=\"https:\/\/www.google.com\/url?sa=E&amp;q=https%3A%2F%2Fdoi.org%2F10.1108%2Feb054251\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/doi.org\/10.1108\/eb054251<\/a><\/li>\n\n\n\n<li>Sadri, G., &amp; Lees, B. (2001). <a href=\"https:\/\/houdekpetr.cz\/%21data\/public_html\/papers\/Sadri%20Lees%202001.pdf\" target=\"_blank\" rel=\"noopener\">Developing corporate culture as a competitive advantage<\/a>.&nbsp;<em>Journal of Management Development<\/em>,&nbsp;<em>20<\/em>(10), 853-858.<\/li>\n\n\n\n<li>Meehan, P., Gadiesh, O., &amp; Hori, S. (2006).&nbsp;<a href=\"https:\/\/www.bain.com\/contentassets\/df6bee69cdad401faac8d8b816df123d\/leader_to_leader_culture_competitive_advantage.pdf\" target=\"_blank\" rel=\"noopener\"><em>Culture as a competitive advantage<\/em>.<\/a> Bain &amp; Company.<\/li>\n\n\n\n<li>Barney, J. B., &amp; Hesterly, W. S. (2015).&nbsp;<em>Strategic management and competitive advantage: Concepts and cases<\/em>&nbsp;(Global ed.). Pearson Education Limited.<\/li>\n\n\n\n<li>Diasz, L. (2013).&nbsp;<em>Strategic marketing: Marketing strategies for Sri Lankan business entities<\/em>.<\/li>\n\n\n\n<li>Dann, S., &amp; Dann, S. J. (2007).&nbsp;<em>Competitive marketing strategy<\/em>. Pearson Education Australia.<\/li>\n\n\n\n<li>Drummond, G., Ensor, J., &amp; Ashford, R. (2008).&nbsp;<em>Strategic marketing: Planning and control<\/em>&nbsp;(3rd ed.). Butterworth-Heinemann.<\/li>\n\n\n\n<li>Proctor, T. (2000).&nbsp;<em>Strategic marketing: An introduction<\/em>. Routledge.<\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"<p>\u0645\u0627 \u0627\u0644\u0630\u064a \u064a\u062c\u0639\u0644 \u0634\u0631\u0643\u0629 \u0645\u0627 \u062a\u062a\u0641\u0648\u0642 \u0639\u0644\u0649 \u0623\u062e\u0631\u0649 \u0641\u064a \u0627\u0644\u0633\u0628\u0627\u0642 \u0627\u0644\u0630\u064a \u0644\u0627 \u0647\u0648\u0627\u062f\u0629 \u0641\u064a\u0647 \u0641\u064a \u0639\u0627\u0644\u0645 \u0627\u0644\u0623\u0639\u0645\u0627\u0644\u061f \u0647\u0644 \u0647\u0648 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0627\u0644\u0645\u062a\u0641\u0648\u0642\u0629\u060c \u0623\u0648 \u0627\u0644\u062a\u0643\u0646\u0648\u0644\u0648\u062c\u064a\u0627 \u0627\u0644\u0645\u062a\u0637\u0648\u0631\u0629\u060c \u0623\u0648 \u0631\u0628\u0645\u0627 \u0627\u0644\u0642\u064a\u0627\u062f\u0629 \u0627\u0644\u0631\u0624\u064a\u0648\u064a\u0629\u061f \u0641\u064a \u062d\u064a\u0646 \u062a\u0644\u0639\u0628 \u0647\u0630\u0647 \u0627\u0644\u0639\u0646\u0627\u0635\u0631 \u062f\u0648\u0631\u0647\u0627\u060c \u0641\u0625\u0646\u0647\u0627 \u062a\u062f\u0648\u0631 \u062c\u0645\u064a\u0639\u0647\u0627 \u062d\u0648\u0644 \u0642\u0648\u0629 \u0645\u0631\u0643\u0632\u064a\u0629 \u0645\u0631\u0627\u0648\u063a\u0629: \u0627\u0644\u0645\u064a\u0632\u0629 \u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629. \u0644\u0642\u062f \u0637\u0627\u0631\u062f\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0639\u0628\u0631 \u0627\u0644\u0642\u0631\u0648\u0646 \u0647\u0630\u0627 \u0627\u0644\u062e\u064a\u0637 \u0627\u0644\u0630\u0647\u0628\u064a\u060c \u0639\u0644\u0649 \u0623\u0645\u0644 \u0646\u0633\u062c\u0647 \u0641\u064a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[74],"tags":[],"class_list":["post-3601","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-74"],"blocksy_meta":[],"rttpg_featured_image_url":{"full":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp",1312,736,false],"landscape":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp",1312,736,false],"portraits":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp",1312,736,false],"thumbnail":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-150x150.webp",150,150,true],"medium":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-300x168.webp",300,168,true],"large":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-1024x574.webp",1024,574,true],"1536x1536":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp",1312,736,false],"2048x2048":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629.webp",1312,736,false],"trp-custom-language-flag":["https:\/\/leadmrktblog.com\/wp-content\/uploads\/2025\/02\/\u062e\u0637-\u0632\u0645\u0646\u064a-\u0645\u0635\u0648\u0631-\u064a\u0648\u0636\u062d-\u0627\u0644\u0645\u064a\u0632\u0629-\u0627\u0644\u062a\u0646\u0627\u0641\u0633\u064a\u0629-18x10.webp",18,10,true]},"rttpg_author":{"display_name":"\u0623. 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