Mohammad Mahdi Sadr Hashemi; Ebrahim Albonaiemi; Mohammad Khodamoradi
Abstract
IntroductionSmall businesses form an integral part of dynamic economies, with the difference that most economic theories have traditionally focused on firm, industry, and market dynamics, and have paid less attention to the economic importance of small businesses. In the existing literature about digital ...
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IntroductionSmall businesses form an integral part of dynamic economies, with the difference that most economic theories have traditionally focused on firm, industry, and market dynamics, and have paid less attention to the economic importance of small businesses. In the existing literature about digital marketing, there is no comprehensive theoretical framework that is agreed upon by everyone. The aim of the current research is to provide a digital marketing model in modern businesses based on the needs of the retail market and guilds of Isfahan city in order to improve business results. MethodThe method of this research was qualitative. The statistical population of the qualitative section was the experts and business managers and marketing professors of Isfahan province, among them a sample of 14 people was selected with a purposeful snowball sampling method and an in-depth and semi-structured interview was conducted with them. These data have been analyzed by grounded theory method. To achieve this goal, the data collected from the interviews were first coded, which eventually formed the main body of the theory and the model for digitizing marketing. ResultsBased on the qualitative analysis and data method of the foundation, 145 concepts have been identified in the form of 6 main themes, including: 1) Factors affecting the digitization of marketing or causal conditions (including 3 organizer themes, 6 basic themes and 16 concepts), 2) The structure of digitalization of marketing or central phenomenon (including 1 organizing theme, 5 basic themes and 15 concepts), 3) areas affecting the digitization of marketing or contextual conditions (including 3 organizing themes) 7 basic themes and 22 concepts), 4) intervention factors affecting the digitization of marketing or intervening conditions (including 3 organizing themes, 8 basic themes and 25 concepts), 5) marketing digitization strategies or Strategies and strategies (including 5 organizing themes, 14 basic themes and 39 concepts) and 6) Consequences of marketing digitization or consequences (including 4 organizing themes, 10 basic themes and 28 concepts) are categorized. These concepts in relation to each other have created the conceptual model of research. DiscussionConsidering the many advantages of digital marketing, managers should emphasize digital marketing research in order to understand the needs and demands of customers and to understand the strengths and weaknesses of competitors. So for pioneering development, organizations should plan to improve digital marketing strategies because increasing customer loyalty affects customer preferences and decisions.
zohre Zaj; Ebrahim Albonaiemi; Mohammad Khodamoradi
Abstract
Introduction The purpose of this research was to provide a model that affects the attractiveness of the export market of Iran's free zones. MethodThe research method is developmental-applicable in terms of purpose, and descriptive-survey in terms of analytical method. The statistical population ...
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Introduction The purpose of this research was to provide a model that affects the attractiveness of the export market of Iran's free zones. MethodThe research method is developmental-applicable in terms of purpose, and descriptive-survey in terms of analytical method. The statistical population included all of specialists and experts of Arvand Azad region (1000 persons). From this population 278 persons were selected as the research sample by stratified random sampling method. Data analysis was done in the qualitative part with the method of theme analysis based on 3-step coding. For this purpose, after studying the literature on the topic, the factors and components of the attractiveness of the export market were identified and prioritized. Finally, SEM in PLS software was used to measure the relationships.Results The results showed that components of attractiveness include internal factors (informational factors, internal organizational characteristics, internal obstacles, contextual platforms and governmental factors), external factors (enhancement of competitive advantage, business environment factors, factors related to the industry and marketing, investment, political factors, strategies to enter international markets, economic performance, customer analysis, comprehensive support, persuasion and evaluation and analysis of international markets). The results of fuzzy hierarchical analysis also showed that the most important factors of attractiveness are: external and internal factors, respectively. The most important external factors of industry market attractiveness are: evaluation and analysis of international markets, customer analysis, economic performance, strategies for entering international markets, creation of competitive advantage, industry-related factors, business environment factors, investment, factors related to the marketing, political factors, procedural factors, comprehensive support and motivation and persuasion. The most important internal factors of attractiveness are: internal organizational characteristics, informational factors, contextual factors, governmental factors and internal obstacles of the organization. The results of quantitative analysis showed that the external and internal factors of the attractiveness of the industry market affect the attractiveness of the market. It has an effect on the export of Iran's free zones. Discussion As a result, despite the relative advantages that are envisaged for production and export, managers can be going toward the dynamics of Iran's economic growth by knowing the needs of customers and the market and paying attention to the strengths and weaknesses of competitors.
