Designing a Paradigmatic Market-Oriented Strategic Planning Model in Small and Medium Enterprises (Research Case: Health-Oriented Companies)

In this research, a model for formulating market-oriented strategic planning in small and medium enterprises (SME) was designed with a case study of Health-Oriented Companies. The research method was applied and qualitative. In order to gain a correct understanding of the most important components of market-oriented strategic planning, through targeted sampling, an in-depth interview was conducted with 15 university professors, experts, and specialists in the field of marketing and strategic marketing planning of small and medium enterprises. Then, the collected data was analyzed using Grounded Theory method to provide a comprehensive and localized model for formulating market-oriented strategic planning in small and medium-sized companies. The results showed that the central phenomena of the value chain, systemic view, market intelligence and strategic partnership, taking into account the effects of background conditions, causal conditions and moderating variables on it, can lead to Strategic effectiveness, achieving dynamic capabilities of market orientation and organizational resilience using competitive value creation strategies, development of strategic competitiveness and strategic agility as their strategy.