Designing a Model for the Development of Entrepreneurial Marketing of Petrochemical Products with an Emphasis on International Markets
Keywords:
entrepreneurial marketing, petrochemical products, international marketsAbstract
The present study was conducted with the aim of designing a model for the development of entrepreneurial marketing of petrochemical products with an emphasis on international markets. In terms of purpose, the research is fundamental and developmental, and based on the nature of the data, it is qualitative. The research design follows a qualitative approach. The statistical population of the study included university professors, experts and elites in the field of marketing, as well as employees and managers of the Arak Petrochemical Company. Data analysis was carried out using grounded theory methodology. The findings indicated that among qualitative research strategies, grounded theory was employed, leading to the development of a comprehensive model encompassing causal factors, intervening factors, contextual factors, strategies, and the overall design of a model for the development of entrepreneurial marketing of petrochemical products with an emphasis on international markets. Based on the results obtained, a total of 159 concepts and 22 categories or open codes were identified and extracted. The 22 identified categories were classified into six main grounded theory dimensions. According to the findings, a model for the development of entrepreneurial marketing of petrochemical products with an emphasis on international markets was proposed. The results further indicate that success in developing entrepreneurial marketing of petrochemical products in international markets requires a comprehensive strategy, commitment to that strategy, and flexibility in response to market changes.
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Copyright (c) 2024 Farhad Heydari, Nematollah Shiri (Author); Mohammad Aidi; Tohfeh Ghobadi lamouki, Nasrin Karamikabir (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
