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year 16, Issue 61 (6-2024) |
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Presenting a model of antecedents and consequences of marketing capabilities affecting the development of new products in the oil industry
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Fereydoun Omidi   |
| Department of Business Management, Khoramshahr International Branch, Islamic Azad University, Khoramshahr, Iran , Fereydoun.omidi@iau.ac.ir |
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Abstract: (724 Views) |
In terms of purpose, the present research is applied and its method is hybrid. First, semi-structured interviews with 20 experts were used to identify the antecedents and consequences of the marketability of developing new products in Abadan Oil Refining Company, and in the quantitative part, the model was validated using a questionnaire. The statistical population in the qualitative section was academic experts and senior managers, and in the quantitative section, all specialists and managers. The findings in the qualitative phase are antecedents (market research, innovation, planning, structural factors and human resource management) and consequences (market presence, new products, more stable customers, sustainable development). In conclusion, it can be said that industries such as oil should have higher product performance and pay attention to strengthening different types of marketing capabilities in order to achieve development strategies for new products that are in line with firm goals and evaluation of the external and internal environment along with resources.
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| Keywords: marketing capabilities, development of new products, oil industry |
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Full-Text [PDF 347 kb]
(485 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2023/08/14 | Accepted: 2023/08/23 | Published: 2024/06/21
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Omidi F. Presenting a model of antecedents and consequences of marketing capabilities affecting the development of new products in the oil industry. Strategic studies in the oil and energy industry 2024; 16 (61) :4-4 URL: http://iieshrm.ir/article-1-1652-en.html
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