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Designing a digital technology model on the environment and strategic marketing capabilities of Hamedan Petroleum Products Distribution Company
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Mousa Karimi1   , Rasoul Sanavifard 2, Ali Hamidizadeh3 |
1- PhD student, Islamic University, Qom Branch, Department of Business Management, Qom, Iran
2- Assistant Professor, Islamic Azad University, Qom Branch, Department of Business Management, Qom, Iran , dr.sanavifard@gmail.com
3- Assistant Professor, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Tehran, Iran. |
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Abstract: (1266 Views) |
The main purpose of this research is to design a digital technology model on the environment and strategic marketing capabilities of Hamedan Petroleum Products Distribution Company. Qualitative data-based research method and paradigm model have been used to develop the research model. The statistical population of this study was fourteen experts in Hamedan Petroleum Products Distribution Company. The method is purposeful sampling and the method of data collection is semi-structured interviews. In the first step (open coding), the researcher obtains the components based on the data obtained from in-depth interviews and their processing and categorization, these categories include the strategic digital marketing environment, strategic marketing capability and company growth, and in the second step (Axial coding) To design and institutionalize the digital technology model, axial coding is based on the paradigm model.
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| Keywords: Productivity, digital technology, marketing capability, strategic marketing environment. |
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Full-Text [PDF 630 kb]
(1589 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2021/11/19 | Accepted: 2022/04/18 | Published: 2022/09/22
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