Afshin Mohsen, Darioush Afshin, Alireza Rousta,
Volume 8, Issue 3 (11-2021)
Abstract
Objective: The study aims to explain the role of brand equity in increasing market share, based on information seeking behavior and needs in Kish commercial centers.
Method: This is applied exploratory-explanatory qualitative research. Population included branding and economics experts who were selected as a research sample by targeted snowball method of 14 people. To analyze the information related to the semi-structured interview, the content analysis method based on open coding, axial coding and selective coding based on the data theory of the foundation was used.
Findings: The results showed that marketing strategies through 5 elements of product, price, location, promotion, process management. Management factors through two components of leadership and human resource management have added value to the brand of Kish commercial centers. The added value created creates a competitive advantage. Also, environmental capabilities include: Infrastructure, technology, environmental features, security and recreation as background conditions and external factors including political-economic factors, information seeking behavior and information needs through customer information and market information as an intervener. The competitive advantage of Kish commercial centers is affected and ultimately increases the market share or in other words the development of customers and improves the financial performance of these centers.
Results: The results showed that increasing market share is a complex process and is strongly influenced by brand value added, which is affected by marketing strategies and management factors. In addition, in order for Kish commercial centers to be known as a brand, they must first gather the necessary and sufficient information about customers and then the market.
Ali Khobreh, Mohammad Reza Kashefi Neyshabouri, Abdullah Naami, Syyed Mahmood Hashemi,
Volume 8, Issue 4 (2-2022)
Abstract
Objective: Study clarifies the effect of greening Porter's competitive advantage in the marketing process by emphasizing the marketing information system.
Method: Study used applied developmental and qualitative method. Population included experts and marketing and environmental experts of oil companies, from which 13 samples were selected by targeted snowball method for semi-structured interviews. A content analysis method based on data foundation theory was used to analyze the data. Appropriate codes were assigned to different parts of the data and concepts were determined. Selective coding allowed to refine categories and the main dimensions of the research emerged in the form of causal, pivotal, contextual, intervening, strategies, and accordingly to determine emergence of Porter's competitive advantage in the marketing process.
Findings: Findings showed that entrepreneurial behaviors and managerial factors provide the basis for sustainable green marketing and then green social responsibility for oil companies. Meanwhile, organizational agility paves the way for sustainable green marketing and social responsibility. Green marketing also affects the positioning of green and ultimately green competitive advantage for the company and customers by influencing the capabilities of the company, production factors and environmental factors.
Conclusion: Results showed that the green marketing process is a complex process that affects the agility of the organization, entrepreneurial behavior and managerial factors leads to green positioning and ultimately, a green competitive advantage for the company and customers
