Provide a strategic marketing model in the furniture industry based on exploratory mixed research plan

Document Type : Research Paper

Authors

1 Abhar Azad university

2 Associate Professor, Department of Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran

3 Assistant Professor of Management Department of Higher Education Institute, Qazvin Branch, Iran

4 Assistant Professor, Department of Economics and Management, Islamic Azad University, Abhar Branch, Iran

Abstract

Furniture is a mixture of art and culture and a symbol of prosperity for Iranian families, and companies operating in this competitive industry need a comprehensive and long-term model for survival in the market. In this study, a strategic marketing model in the furniture industry is presented. The present study is an applied-developmental study in terms of purpose and in terms of method and time period of data collection, it is a cross-sectional survey research. Semi-structured interview and Likert scale questionnaire were used to collect data. The reliability of the questionnaire was assessed using combined reliability and Cronbach's alpha. Convergent validity was also used to validate the questionnaire. The statistical population of this research in the qualitative section includes experts in the furniture industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical community in a small part also includes managers and experts of the country's furniture industry. Using Cohen's effect size method, 140 people were calculated as samples. Random sampling method was used for sampling. In order to analyze the data in the qualitative part, the indicators of the strategic marketing model were identified using data-based theorizing method. The partial least squares method was used to validate and present the final model. Based on the results of qualitative analysis, 6 main categories, 18 sub-categories and 102 basic indicators were identified. Based on the paradigm model of the research, it was found that competitive forces constitute causal conditions. Strategic marketing is a central phenomenon. Marketing research provides the background, and corporate social responsibility is the intervening condition. Marketing strategy is a strategic factor that ultimately leads to functional marketing outcomes such as market share, market management and sales promotion.

Keywords

References

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Iranian Journal of Wood and Paper Industries
Volume 13, Issue 2
September 2022
Pages 171-186

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