جستجوی مقالات مرتبط با کلیدواژه « market development strategies » در نشریات گروه « مدیریت »

The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer.

The use of Internet marketing capacity in Iran has grown steeply in recent years and has received a large share of virtual space activities. Such marketing is emerging in Iran; therefore, many aspects of this kind of marketing have not yet been analyzed. Therefore, the present study investigates the role of internet marketing capabilities on the growth of the international market with regard to the role of export capabilities, by conducting research on Iran's leading export companies. The research method is descriptive, survey and correlation. The statistical population of the present study includes all employees, managers and experts in the sample companies of 1396. The results indicate that Internet marketing capability has a positive and significant effect on the availability of information and capabilities of the international network. Also, the results confirm the impact of international strategic orientation on the capabilities of the international market and the impact of international market capability on the growth of the international market. However, the impact of the availability of information on the strategic orientation of the international and Internet marketing capabilities was not positively and significantly impacted on the strategic orientation of the international community.