جستجوی مقالات مرتبط با کلیدواژه "strategic marketing" در نشریات گروه "مدیریت"

In recent years, a new form of companies has been formed under the name of born global companies with a significant impact on the economic development of the countries of origin. Considering the specific characteristics and requirements of such companies in entering and marketing in destination countries, the need to provide a unique framework for strategic marketing of born global companies is felt more and more. Therefore, in order to provide a comprehensive overview, the present study conducted a systematic review of the literature after a systematic search in reliable scientific databases, sifting and selecting 48 articles. By using the meta-synthesis method, the codes extracted from the articles were classified into 4 main categories, 9 sub-categories, and 22 indicators, which formed the main elements of the marketing framework of born global companies. The findings show that the marketing framework of born global companies consists of four main categories, dimensions (customer-oriented and capability-oriented), strategies (network-oriented, organization-oriented, and market-oriented), born global marketing mix (3P3C), and consequences (strategic, tactical). Considering the increasing competition in the world, using this model will help entrepreneurs create born global companies. In addition, managers of organizations and businesses can pay more attention to born global marketing in order to increase competitiveness, market share, and presence in global markets and ultimately improve their performance.

The ever-increasing expansion of social media by customers and their role in the development of strategic marketing insight has made the use of social media in marketing a priority for investment in the field of digital marketing. Despite the fact that social media marketing should be considered as a long-term marketing strategy, limited research has addressed this category from a strategic perspective; Therefore, the purpose of this research is to identify the components and indicators of strategic marketing of social media and finally to prioritize the components. The current research is applied mixed method. The research method is the focus group strategy in the qualitative section and structural-interpretive modeling (ISM) in the quantitative section. In the first stage of the research, in order to identify the strategic marketing components of social media, in addition to reviewing the research literature, the focus group method consisting of six experts has been used. In the second step, using the structural-interpretive modeling method, the relationships between the strategic marketing components of social media were analyzed and prioritized. The statistical population of both phases of the research are marketing experts in the field of social media. The research results indicate that the strategic marketing model of social media includes five components including process, platform, territory, governance and strategic alignment. The proposed model has four levels, which is the substrate dimension as the basis of the model and affects all dimensions, and other dimensions form the upper levels of the model.

The concept of strategic thinking and its importance have been discussed in the existing literature. It can be defined as the attitude of the organizational thought process that guides intelligent actions. The purpose of this research is to identify factors affecting strategic marketing thinking. For this purpose, the current research is exploratory in nature. The statistical population of this research consists of a group of active experts in the field of management. In this research, the stratification of these factors has been done using a paired questionnaire of the structural-interpretive method. The identified variables include strategic marketing capability, dynamic technology resource mobilization, market uncertainty, technical uncertainty, new product market performance, cost advantage, product differentiation, agile thinking, strategic insight, intelligent opportunism, proactiveness, knowledge, organizational awareness. , has been critical thinking. The results showed that critical thinking is the most effective variable and strategic marketing capability and market uncertainty are the most effective variables in the process of strategic marketing thinking.

The main purpose of this study is to identify the correct strategic marketing plan for exporting products using the Aras Gray method. The study is applied in terms of purpose and descriptive and analytical in terms of nature. Quantitative data are collected by operational research. ARAS-G method was used for data analysis. To collect information through a paired comparison questionnaire, the opinions of 15 experts were taken for decision-making and prioritization of factors. In determining the priority of different factors, the results showed that the factors that should be considered by managers in the strategic planning of strategic marketing of export products include economic factors, competition, communication with customers, and future prospects and plans.
Loyalty is the ultimate goal of a company that has a product and service with a special trademark. The purpose of naming the range of companies is to acquire and retain loyal consumers at a reasonable cost and with the aim of returning capital as quickly as possible.

Customer-perceived value is a key concept in strategic marketing. Because long-term goals of the organization will not be achieved until the customer’s mental desire based on his perception of the product is met. Therefore, the purpose of this study was to investigate the relationship between the perceived value of customers of luxury car brands and their purchasing behavior. Among the various research methods, this study was descriptive-correlational of the type of structural equations.  In terms of purpose, it was also a type of applied research. The statistical population of the study was the owners of luxury cars over 600 million Tomans in 1397 AH/ 2018 and the place of research was five regions of Tehran. The data were randomly collected from 385 luxury car owners in Tehran using the standard questionnaire of Widman et al. (2009, 2012), Lee and Wuwang (2011), and Chou et al. (2012). In order to test the research hypotheses, structural equation modeling analysis method was used using Laser software. The results of this study indicated that the perception of functional, individual, social, and financial values ​​had a positive effect on the behavior of Iranians buying luxury cars and the sub-components of each of these value variables also affected the purchasing behavior. However, according to this result, individual and functional values ​​had the greatest impact on Iranians’ purchasing behavior from luxury cars, and materialistic and hedonistic values ​​of the individual dimension ​​and the quality of functional values ​​had the greatest importance in predicting purchasing behavior.

In today's competitive atmosphere of the hospitality industry, increasing hotel capacity is one of the main concerns of managers. The purpose of the research is to identify within the framework of the Resilient Economy Declaration Policies on Enabling Internal Capacities, Dimensions and Components Affecting the Strategic Marketing of Hotels to Increase the Hotel's Potential Capacity in the Face of the Special Economic Conditions of the Sanctions and Eventually, Develops the hotel industry and tourism industry. For this purpose, the basic dimensions of research were designed using qualitative content analysis method. Then the final components is extracted by sending questionnaire for experts , and Delphi method. The statistical population is related to the determinants of resilient economy, scientific and organizational experts. The results show that the components of the resilient economy affecting strategic hotel marketing in this study , are manpower productivity , leadership, cultural fit, structure fit and customer orientation.

Marketing plays an important role in determining the strategic goals and the outcomes of the company's performance. Regarding the importance of the steel industry as the second non-oil export industry in the country, this study tries to identify, categorize and model the affecting factors on marketing in the major steel companies by using the qualitative research method. According to 30 interviews with experts in the steel industry in the year 1396 AH, 16 major categories were identified based on the Paradigmatic Model of grounded theory that have been structured in the form of six dimensions. Strategic management as the causal conditions, corporate social responsibility, market orientation and internal marketing as intervening conditions, appropriate investment as the underlying condition were identified. Territory, supply chain management, logistics and transportation, appropriate scale of production, production technology, proper interaction with customers, productivity, price, and product as the interactive dimensions have been identified. Strategic marketing as ‘central phenomenon’, and the performance and brand equity as ‘consequent dimensional’ have also been identified. In the quantitative section, the obtained model by the distribution of 384 questionnaires, was tested by structural equation modeling and the position of the variables was tested by t-test. The results showed that position of the variables of the strategic management, territory, supply chain management, investment, corporate social responsibility, logistics and internal marketing are not suitable. Also, in ranking of affecting factors on strategic marketing, it was specified that strategic management, market orientation and product quality are the most important factors.

Handicraft is considered as one of the most valuable national capital which has a high entrepreneurial and economic potential. Most of the handicraft artists are native and uneducated, who are the sheer producers and are not familiar with the competitive market. In some cases, lack of demand and economic inefficiencies led to the closure of manufacturing workshops. However, due to diversity, authenticity and inherency of handicraft in Iran and its performance, this industry has the capacity to revive. In this study, the researchers have tried to identify, categorize and modelling the functional approach and experimental factors affecting marketing and selling crafts using qualitative research method. Based on 28 interviews with some experts, manufacturers and retailers, 58 concepts among 20 main categories were identified. These concepts were directly or indirectly in connection with marketing of handicraft. Also these concepts are structured according to the paradigm model grounded theory in six dimensions including "causal conditions", "phenomenon", "strategies"," context ", "intervening factors" and "consequences".

Targeting is one the important steps of marketing strategic planning. Targeting, requires the researchers and marketers ability in prioritizing target markets. Analyzing attractiveness of potential markets, requires using market attractiveness criteria. There are many criteria that can be used by businesses to analyzing potential target markets (depending on internal/and external factors that affect the organization). The aim of this research is identifying and prioritizing market attractiveness criteria used by Iranian commercial banks. Then, research procedure includes 3 stages:First, extracting the market attractiveness criteria from the literature.Second, identifying the most applicable criteria using the banking and expert opinion.Third, prioritizing these criteria using 43 gathered questionnaire from banking experts and also conjoint analysis. The results of this analysis revealed that there are 6 market attractiveness criteria that can be sorted by importance as: competitive intensity, potential profitability, market size, technological factors, market growth and customer fit.