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Design and validation of strategic marketing model in the country's furniture industry | ||
| International Journal of Nonlinear Analysis and Applications | ||
| مقالات آماده انتشار، اصلاح شده برای چاپ، انتشار آنلاین از تاریخ 01 اسفند 1404 اصل مقاله (1.36 M) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2023.30491.4415 | ||
| نویسندگان | ||
| Seyyed Ehsan Mirjafari1؛ Mohammad Mehdi Mozaffari* 2؛ Hosein Abedi3؛ Farid Askari4 | ||
| 1Marketing Management, Abhar Branch, Islamic Azad University, Abhar, Iran | ||
| 2Department of Management, Faculty of Social Sciences, Imam Khomeini International University, Qazvin, Iran | ||
| 3Department of Management, Qazvin Higher Education Institute, Iran | ||
| 4Department of Economics and Management, Abhar Branch, Islamic Azad University, Abhar, Iran | ||
| تاریخ دریافت: 08 فروردین 1402، تاریخ بازنگری: 20 اردیبهشت 1402، تاریخ پذیرش: 25 اردیبهشت 1402 | ||
| چکیده | ||
| The current research was conducted to design and validate the strategic marketing model in the furniture industry. This research is based on the purpose of an applied study, and based on the method of data collection, it is a non-experimental (descriptive) study of a cross-sectional survey type. The data collection tool in the qualitative part is a semi-structured interview, and in the quantitative part, a 5-point Likert scale questionnaire. The statistical community in the qualitative part includes managers of the furniture industry who were selected by purposive sampling, and theoretical saturation was achieved with 11 interviews. The statistical population of the quantitative part includes the managers and experts of the country's furniture industry. Cohen's effect size method was used to determine the sample size, and 140 people were selected as the sample. For data analysis, the thematic analysis method and MaxQDA software were used, and then, using structural-interpretive modelling with MicMac software, the initial pattern was drawn, and the partial least squares method and Smart PLS software were used to validate the pattern. Research findings showed that competitive forces, marketing research, corporate social responsibility, marketing strategies and marketing performance are the underlying factors of strategic marketing in the furniture industry. Competitive forces affect the strategic marketing of the furniture industry. Strategic marketing, along with marketing research and corporate social responsibility, affects marketing strategy and ultimately leads to marketing performance outcomes such as increasing market share, market management, and sales promotion. Based on the results, it can be acknowledged that strategic marketing, marketing research and corporate social responsibility explain 72\% of the changes in the marketing strategies of the furniture industry. | ||
| کلیدواژهها | ||
| strategic marketing؛ marketing performance؛ furniture industry؛ mixed approach | ||
| مراجع | ||
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