Discovery of macro-cultural factors related to the success and failure of the organization's marketing during remote work; Thematic analysis approach

Within the past two years, lots of organizations and governments had to develop and implement teleworking method as much as possible due to Covid-19 disease outbreak. Because of the critical nature of this subject, few organizations were prepared for implementation of the teleworking; so, this matter created lots of challenges for the effectiveness of organizations performance. This research has an exploratory approach and it answers this question: what are the most important cultural factors in the field of success and failure of teleworking in effectiveness of organizations performance. For answering this question, we used the analysis of data from semi-structured interviews with individuals in a teleworking organization. The interviewers were the employees and managers of the organization and the interview questions were asked openly and freely. for analyzing the data, we used coding with thematic analysis approach and the main themes are discussed as the main cultural factors in organizational behavior. The results show that matters such as the feeling of justice in the organization, job promotion culture, flexibility of organization and attitude towards reward and compensation of services are the most important factors from the employees' point of view that determines the success or failure of teleworking in the organization. On the other hand, the most important factors are: how to monitor employees' performance and communication in organization from the managers’ point of view.