08 خرداد 1403
سيد يعقوب حسيني

سید یعقوب حسینی

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت
تلفن: 07731222124
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
طراحی الگوی استراتژی بازاریابی در شرکت های دانش بنیان بر مبنای رویکرد اقیانوس آبی: پژوهش داده بنیاد
نوع پژوهش پارسا
کلیدواژه‌ها
Marketing Strategy, Blue Ocean Strategy, Knowledge-Intensive SMEs, Grounded Theory
پژوهشگران سولماز موسوی شورگلی (دانشجو) ، مانی آرمان (استاد راهنما) ، سید یعقوب حسینی (استاد مشاور)

چکیده

Background: Today, given the competitive environment of the business world, managers need to adopt strong and innovative strategies to overcome these conditions and lead in their target markets. One of the effective approaches to compiling is the blue ocean approach. The ocean strategy is a new strategy of innovation, aimed at sustained growth and sustainability of companies. Aim: The purpose of this study was to determine the pattern of marketing strategy in knowledgeable companies based on the ocean's approach. Methodology: The method of research in this research is from the point of view of the implementation process, consecutive combination (qualitative and quantitative); in terms of purpose, explanatory; in terms of the result of the research, applied; in terms of control, field research, and in terms of the strategy of a grounded / Scrolling. The qualitative part of the research was conducted using the foundation data methodology and the data was collected through in-depth interviews with the managers of knowledge-based companies. Using the coding method of interviews and NVIVO software, the paradigm model and the selected model of marketing strategies were extracted. A small amount of research has been done using a scrolling method. Data were collected using a questionnaire. The number of participating companies is low in 21 companies. Data were analyzed using SPSS and SMART PLS software. Conclusions: In the qualitative section of the paradigmatic model, the causal factors (technology innovation and internal organization development), underlying factors (market orientation and strategy), interventional factors (macro and managerial factors), strategies (growth and contraction), and outcomes (Financial and customer related) from the interviews conducted. Then the obtained model was analyzed in a quantitative section. All assumptions were accepted in this section.