Application of the Grounded Theory Method to Identify and Analyze the Factors Affecting Successful Marketing of Iranian Organic Agricultural Products

The main purpose of this study was to provide a model of the factors affecting the success of marketing Iranian organic agricultural products using a qualitative approach based on grounded theory. The data collection instrument was semi‐structured interviews with 12 marketing managers of companies producing organic agricultural products selected by the purposive sampling technique. Data analysis was performed in three stages of open, axial, and selective coding in which 343 key concepts, 111 codes, and 32 subcategories were identified and classified into five main categories including "product‐related factors", "price‐related factors", "promotion‐related factors", "consumer‐related factors", and "production‐related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.