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Analyzing Success Strategies in Business Continuity Marketing in the Gas Industry: A Qualitative and Quantitative Approach
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Mahdi Yousefi1   , Fereshteh Lotfizadeh2 , Hamid Saeedi3 , Mohammad Hassan Behzadi4 |
1- PhD student, Department of Business Administration, U.A.E Branch, Islamic Azad University, Dubai, United Arab Emirates,
2- Assistant Professor, Department of Business Management, Zanjan University, Islamic Azad University, Zanjan, Iran , Lotfizadeh1981@gmail.com
3- Assistant Professor, Department of Business Management, Faculty of Management and Economics, Shahre Rey Branch, Islamic Azad University, Tehran, Iran
4- Associated Professor, Department of Statistics, Science and Research Branch , Islamic Azad University, Tehran, Iran, |
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Abstract: (15 Views) |
The present study focuses on designing a business continuity marketing model in the gas industry under conditions of uncertainty, using developmental and applied methods. This research includes two phases: qualitative and quantitative. In the qualitative phase, interviews were conducted with 17 experts in the energy sector, while in the quantitative phase, the initial model was validated through a questionnaire and structural equation modeling. The sample comprised 384 gas industry specialists. The findings revealed that in causal conditions, business environment requirements, environmental regulations, regulatory discrepancies, and extraction-related risks are significant factors. In intervening conditions, the ability to provide infrastructure and structural barriers were examined. Finally, three key strategies were identified: developing international interactions, relying on internal capabilities, and improving governance. The implications of these strategies in the face of uncertainty, such as economic development and the expansion of technologies, were analyzed.
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| Keywords: Marketing, Business continuity, Conditions of uncertainty, Gas industry. |
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Full-Text [PDF 791 kb]
(25 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2024/10/23 | Accepted: 2024/12/23 | Published: 2025/10/2
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