marketing strategy

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0)License.Iran's economic diplomacy, as a country with a distinct history of trade and governmental exchanges, holds significant capacities that can play a crucial role in the development of foreign trade and enhancing Iran's appeal as a global market. This study aims to design a comprehensive strategic marketing model based on Iran's economic diplomacy. Initially, using the grounded theory approach, through interviews with 17 experts from the Tehran Chamber of Commerce, related concepts were identified and coded into six main sections. Subsequently, a process model was designed to show the impact of economic diplomacy on marketing activities, demonstrating how the capacities in this field can be effectively utilized. The research results indicate that the formation of a specialized team consisting of experts in economic diplomacy and marketing strategies can greatly assist in analyzing marketing opportunities in global markets and formulating appropriate strategies for foreign trade development and attracting foreign investment. This framework can serve as a foundation for government and business decision-making in the domain of Iran's foreign trade and economy.

The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.

Purpose; Entering the era of the fourth industrial revolution and facing the increasing flow of digital technologies, this research aims to analyze and evaluate digital marketing strategies for tourism platforms using a hybrid fuzzy multi-attribute approach. Method; This research first has weighed attributes for choosing a digital marketing strategy using the fuzzy-best/worst method and then used these criteria for evaluating a set of digital marketing strategies in tourism platforms using the fuzzy-TOPSIS method.Findings; Cost reduction, audience increase, customer loyalty, brand development and user experience improvement were selected as strategy evaluation attributes. Based on weighted attributes and the Fuzzy-TOPSIS method, social network marketing has the highest priority and was identified as the most effective digital marketing strategy for tourism platforms.Conclusion; Social network marketing was placed at the top for wide access and diverse content creation, and search engine optimization for its cost-effectiveness and resilience was ranked next. In the new era of information technology, tools such as e-mail marketing are no longer paid much attention, and in order to advertise in the digital space, one should focus on tools based on social networks, artificial intelligence, and big data.Research innovation; The results of this research can be recruited in order to develop models for evaluating the performance of advertising and digital marketing in the atmosphere of uncertainty and ambiguity, relying on multiple attributes. On the other hand, the methodology used in this research can be considered for prioritizing other initiatives, strategies and advertising/sales programs by referring to expert opinions.

In many companies, it is possible to see the low alignment of marketing and business strategies. This defect leads to problems in business development, product sales, and failure to achieve the designed goals and plans. Based on the importance of the subject, the current research seeks to identify the antecedents of the alignment of marketing strategies and business strategies at the business-to-business level in knowledge-based businesses. In this research, a qualitative analysis of the interviews of 10 experts and executive managers in the field of knowledge-based businesses was done. These people were selected purposefully and collected data through in-depth interviews. After data analysis, 215 initial codes were extracted and 34 organizing themes and 10 comprehensive themes were obtained from these codes. The findings of this research indicate that the antecedents of the alignment of marketing and business strategies at the inter-enterprise level in knowledge-based businesses include 10 comprehensive themes including communication-information integration, efficiency, and human capital empowerment. Strategic pronunciation, strategic thinking, customer value management, structural-management efficiency and coherence, strategic leadership, process-operational agility, competitive intelligence, and supporting resources. Based on the results of the research, it was determined that knowledge-based companies should know that before anything and any kind of action to align the stated antecedents, the conditions of the company should be examined and the competitors and the environment should be fully analyzed and understood, and the necessary preparations for Provide alignment.

Nowadays, the use of social media has become very important in the development of businesses. Managers and business leaders are trying to increase the engagement of customers in their social media. This is not only true for large companies and businesses, but it is also necessary for small businesses and the most basic stages of their growth (such as the businesses created based on Instagram); Therefore, the current research was conducted with the aim of formulating a pattern of social media marketing strategies to increase the engagement of customers in the leather industry. The present research is among the qualitative researches with content analysis method. The sampling method was judgmental and purposeful, and in order to collect data, 10 semi-structured interviews were conducted with social media officials and strategists of premium brands in the leather industry. Based on data analysis, 6 main themes and 20 sub-themes were extracted. Also, a model was presented in order to model customers' association with the brand. Based on the findings of the research, using the relevant platform (including 2 sub-themes), keeping up the virtual page (including 4 sub-themes), measuring performance (including 3 sub-themes), targeted use of social media (including 3 sub-theme), coping with challenges (including 6 sub-themes) and focusing on strengths (including 2 sub-themes) were the main strategies discovered in order to increase customer engagement in social media.

The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer.

The aim of the current research is to present a model of customer participation with brands in social networks with an emphasis on cultural differences. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method. Data analysis in the qualitative section is based on the content analysis method; and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model.

The Purpose of this Research is to Investigate the Effect of Internet Marketing Strategy on Customers' Willingness to Buy, Considering the Mediating Role of Being Online. This Research is a Descriptive-Correlation Method. The Studied Statistical Population of People Working in the Home Business of Babol City, which According to the Statistics, is Approximately Equal to 518 People. The Sampling Method was Random and the Sample Size was Estimated to be Approximately 140 People Through Cochran's Formula. The Data Collection Tool is a Questionnaire whose Validity has been confirmed by Professors. In this Research, Using SPSS Software, Cronbach's Alpha was Used to Measure Reliability.In Order to Analyze the Data, Descriptive Statistics and Inferential Statistics Have Been used. The Results of Data Analysis Show a Positive and Direct Relationship Between Internet Marketing Strategy and Being Online and Being Online with Customers' willingness to Buy. Also, the Mediating Role of the Online Variable in the Relationship Between Internet Marketing Strategy and Customers' Willingness to Buy was not Confirmed.

The present study aims to identify the dimensions of marketing flexibility and the factors affecting it in life insurance. Library and mixed methods were used. This research uses a mixed approach to collect the data related to the research questions. In the qualitative phase, the statistical population of this research are the managers and experts of the National Insurance Company of Iraq. The sample size of the qualitative study is ten people, obtained by theoretical saturation. Data collection in the qualitative part was done by the interview method, and data analysis was done by the thematic analysis method. Then, the quantitative analysis to validate the obtained model includes exploratory and confirmatory analysis. The statistical population was customers of Iraq insurance and was considered quantitatively unlimited. The sample size was estimated to be 384 people. Sampling was done in a simple random way and then non-random sampling. Data collection was done using a questionnaire. The results identified factors affecting marketing flexibility, including environmental changes and marketing strategies, and its dimensions, including marketing mix, customer orientation, and organizational structure. The results of the quantitative phase indicated the impact of marketing strategy and environmental changes on marketing flexibility. Achieving an organization with flexible marketing capabilities that create a competitive advantage over competitors requires paying attention to the external environment and formulating marketing strategies created by changing organizational structures and processes to respond to the needs and interests of customers.

The purpose of this research is to investigate the role of dispersion of international marketing capabilities on marketing strategy plans and business performance with the role of modifier of market dynamics and coordination and alignment of international marketing. The current research is applied in terms of purpose and descriptive-survey in terms of the nature and method of data collection. And it is specifically based on structural equation modeling. The statistical population in this research is the employees and owners of businesses and food product export companies in Tehran province, which are approximately 2600 people, and according to Morgan's table, 335 people are considered as a sample. The sampling method in this research is the cluster method. The collection tool in the present research is from the questionnaire presented in the research of Ghenizi and Itzak (2019).Results To check the fit of the overall model, which controls both the measurement and structural model parts, the GoF criterion was used, which means the average values of commonality and the average values of R Squares based on the value of GOF is equal to 0.66, which shows the strong fit of the model.

The evolution of the international retail industry is to move from individual stand-alone stores that sell limited products to chain stores that offer more diverse product categories on a more economical scale. Thus, the chain store industry is one of the newer forms of offering fast-moving products to consumers. In this area, the most important decisions related to marketing and sales policies that directly affect the company's performance and the quality of service to end-users, and ultimately profitability. The purpose of this study is to provide a model for marketing and sales strategy for companies operating in the chain stores industry, and by adopting a comprehensive approach, an attempt made to remove some of the existing limitations in the field of research and implementation. Therefore, in this research and a forward-looking and innovative perspective, this question answered: what is the model of marketing and sales strategies in the chain store industry? This research-based on the purpose is of developmental type, based on the nature is of exploratory and descriptive type and based on the type is of data of the qualitative and quantitative type and has an integrated strategy, that is, to achieve the objectives of the research, two qualitative and quantitative methods have been used together. The statistical population of this research is the marketing and sales managers of three companies, Hyperstar, Canbo, and Ofoq Kourosh. Thus, after an in-depth study and review of books and articles related to marketing and sales concepts, an attempt made to identify a significant part of the important factors in developing marketing and sales strategies for companies active in the chain stores industry. After that, in the qualitative part, by content analysis method, a semi-structured interview conducted with 10 industry experts of chain stores from the three mentioned companies based on judgmental sampling. Qualitative sampling continued until the researcher reached theoretical saturation. In the quantitative part by survey method, 116 questionnaires distributed among the marketing and sales managers of these three companies. Analyzing the qualitative data obtained from the interviews based on the analysis of words, sentences, themes, and idioms of experts in the field of marketing and sales of the chain stores industry, led to the extraction of 391 primary codes. After several reviews and integration of codes based on similarity in several stages, 73 codes were finally extracted, which became the basis for the quantitative questionnaire design. Following a review of content analysis in the qualitative section, the competitive environment of the chain stores industry, online promotions, and online service features added as new variables to the original research model. In the quantitative part, the data analyzed by structural equation method using Smart PLS software.    In response to the main research question, which is also the ultimate goal of the research, we found that developing a sales strategy in companies operating in the chain stores industry without considering the marketing strategy and its components is irrational. In addition, the effect of the moderating variable of the competitive environment of the chain stores industry didnot ignored because not paying attention to this factor can fail the strongest marketing and sales strategy of chain stores companies. Findings showed that marketing mix is ​​the most important factor in marketing strategy and the use of sales technologies is the most important factor in sales strategy in the chain store industry. Evidence suggests that the presence of a moderating variable of the competitive environment of the chain stores industry affects the relationship between marketing and sales strategies.  Adopting a comprehensive approach to the elements of marketing and sales strategies, taking into account the competitive environment prevailing in the industry, and using online environment-based methods are important issues in developing marketing and sales strategies of companies operating in the chain stores industry, which have not been considered in Iran. It is necessary to plan for reach a successful chain stores industry for leading consumer satisfaction and achieving financial goals for companies. Companies operating is better to pay attention to the competitive environment of the chain store industry and  then taking a broad view of having a marketing strategy that takes into account issues related to marketing objectives, pricing, branch location, competitive advantage, resource allocation, consumer behavior analysis, consumer segmentation, online and traditional promotions, product, online service features, as well as sales strategy that is formed by considering the issues related to the use of sales technologies, sales team training and the use of multiple sales channels.

In the present situation, private banks are facing dynamics and challenges such as: insecurity, poor financial instruments, technological and digital problems and so on. However, in order for these banks need a dynamic strategy to interact and cope with these challenges (Plan the right stance and action, bank level strategy and marketing strategy), to ensures the effectiveness of the bank's performance in the long run. Because private banks, without a clear plan, cannot activity compete in new markets and improve their effectiveness and operational capacity. Performance and strategy are two important patterns and capabilities in the growth of activities and presence of companies in competitive markets. The content of the strategy should be designed in such a way that while enumerating the key factors, it predicts the success of private banks; In addition, it leads banks to be more efficient in competing with other banks and ultimately, to develop their business.

The purpose of this study, considering the nature and expression of the research problem, is to investigate the effect of company level strategy and marketing strategy through the content strategy (mediator role) on the performance of private banks in Afghanistan. The statistical population of the study includes the managers of seven private banks in Kabul and based on Cochran’s formula, 264 people have been selected as the sample size of the research according to the due to the size of the population. In addition, this research is applied in terms of purpose and descriptive - survey in terms of method. The tool for collecting research data, is a questionnaire and the questions of the questionnaire include two parts: general and specialized questions. General questions are related to demographic questions. Specialized questions including 47 questions, based on the Likert scale to examine and measure the indicators of four variables (bank level strategy, marketing strategy, content strategy and bank performance), are also presented in the form of a research questionnaire. Most of the 264 questionnaires were returned from the statistical sample and analyzed through structural equivalence and Sobel test.Accordingly, data analysis was performed at two levels of descriptive and inferential statistics, in the analysis of descriptive statistics section, descriptive statistical methods, tables and graphs were used. In the inferential statistics section, in this research, 5 hypotheses were proposed and tested by examining the research model, based on statistical methods using SPSS23 and LISREL8.80 software. Finally, all hypotheses were confirmed. The reliability of the research was calculated by Cronband´s LISREL8.80 alpha using SPSS software and its validity was analyzed and confirmed based on content validity and factor analysis.

The total average of the marketing strategy variable (3.98) and, among the variable dimensions, the differentiation strategy dimension has the highest average (3.99) and the focus strategy dimension has the lowest average (3.96), which is more than the average of 3. Therefore, it can be concluded that the overall status of the marketing strategy variable is relatively at a favorable level. The total average of the bank level strategy variable is (3.40) and, among the variable dimensions, the supervision strategy dimension has the highest average (3.45) and the guiding strategy dimension has the lowest average (3.40), which is more than the average of 3. Therefore, it can be concluded that the general situation of bank level strategy variables is at a favorable level. The total average of the bank performance variable is (3.25). Among the variable performance indicators, the non-financial performance dimension of the bank has the highest average (3.277) and the financial performance dimension of the bank has the lowest average (3.24), which is more than the average of 3. . Therefore, it can be concluded that the general situation of the bank's performance variable is at a favorable level. The research findings of the hypothesis test indicate that the research hypotheses are confirmed.  In fact, the bank - level strategy has a significant impact on the performance of private banks in Afghanistan. Also, marketing strategy has a significant impact on the performance of private banks in Afghanistan. On the other hand, the content strategy has a mediating role in the relationship between bank level strategy and the performance of private banks in Afghanistan. Similarly, the content strategy has a mediating role in the relationship between marketing strategy and the performance of private banks in Afghanistan. Finally, there is a significant relationship between bank level strategy and marketing strategy.

Private Banks should adopt and implement strategies that have good influence, initiative and monitor their operations in the form of market resources. Then its opportunities, challenges are responsible for achieving the strategic goals of those banks. On the other hand, the performance effectiveness of these banks is optimized and increased within the framework of strategies (bank level strategy and marketing strategy). Bank level strategy has a general approach that strives to create and maximize value for the bank and customers on long-term investment. The dimensions of this strategy include (guidance strategy, portfolio and supervision), which are planned and implemented according to the model and mission of private banks, which maintain the overall performance and success of the bank. Based on this, it controls and improves financial and non-financial performance in the form of strategic goals and market opportunities. The marketing strategy coordinates the capabilities and capabilities of private banks with opportunities, changing environmental variables and its performance are focused on gaining and creating a sustainable competitive advantage. The main goal of this strategy is to compete in new markets and take advantage of market growth opportunities to maintain and achieve optimal performance.

Identifying the components of the international marketing process for general contracting companies in the field of energy (electricity, oil and gas) is one of the key issues that companies currently have in order to survive and gain more market share, customer and revenue and increase efficiency. The purpose of this study was designing an international marketing model for general contracting companies in the field of energy (electricity, oil and gas) . We consider Mapna Group as the pioneer mega company in the field of energy as a case study. MAPNA Group is an industrial enterprise, consisting of MAPNA Group Company,

This qualitative-exploratory research is based on a deductive content analysis approach using 15 interviews with international marketing experts. The statistical population of this study consisted of 15 international marketing experts who were selected by purposeful sampling and the interview process was semi-structured. Qualitative data analysis was performed using qualitative content analysis method using MAXQDA 18 software.

The results of the present study showed eight main themes including necessity of presence, eligibility, market survey, environmental study, entry strategy, entry timing, marketing strategy, organizational structure.

General contracting companies (electricity, oil and gas) can apply the eight-dimensional marketing mix applied model and their associated variables in their marketing management. Our proposed model in the present study is a comprehensive flowchart for the international marketing process that illustrates all stages of this marketing process from A to Z, both at a glance the effective steps in international marketing and the factors influencing each step. It is also noteworthy that a comprehensive study covering all stages of this process has not been conducted so far, and this is the first study.

The alignment of marketing and business strategy and their relationship with the organization’s financial performance are research domains which are still investigated despite having a long history. This is due to the different aspects of the topic and the different results in various organizational contexts and time periods. Although marketing and business plans are similar, there are differences between their characteristics. The present study attempted to analyze the relationship between the alignment of marketing and business strategies with the organization’s financial performance in a five-year period from 2014 to 2018 in a group of companies registered in Tehran Stock Exchange. The configuration theory in strategic management was used to develop the conceptual model. The marketing strategy was divided into the configurations of aggressive, mass, minimizer, and value-related, and the business strategy was divided into the four configurations of prospector, low cost defenders, differentiated defenders, and analyzers. Research hypotheses involved the relationship between the combination of configurations and the organization’s financial performance. One of the well-known tools for identifying marketing strategy is the self-typing paragraph approach. The Miles framework was used to identify the business strategy. To measure the performance, a questionnaire was used with six factors including sales growth volume, market share status, net profit growth status per share, operating profit margin status, net profit margin, and P/E ratio. The list of the Iranian stock exchange companies was used to select the companies. These companies were filtered based on three conditions. The first condition was the existence of an independent marketing department in these companies, the second condition was the existence of a competitive or semi-competitive environment, and the third condition was the companies’ lack of a joint venture investor. Thus, 108 companies cooperated with the research. First, marketing and business strategies and organization’s financial performance were identified. Then, the companies were divided into two groups including aligned and non-aligned groups. After that, the mean test was used for the statistical comparison of the performance of the aligned and non-aligned states. As the results revealed, the mean performance of the aligned states significantly differed from that of the non-aligned states. In the field of marketing strategy, the post hoc test showed that the mean performance of the aggressive strategy was higher than in other strategies. The value-related and mass strategies had a higher mean performance than the minimizer strategies but were not different from each other. In the field of business strategy, the prospector strategy and the differentiated defenders had higher mean performances than the low-cost defenders and analyzer. In general, the statistical results rejected the equality of mean performance in different combinations of business and marketing strategy.According to the research findings, four bodies were identified. The first body was the combination of the low-cost defenders with the minimizer strategy. In this body, the company's main focus was on maintaining the market share. These businesses reduce their risks by delaying the introduction of the product in the market until the product is established by others in the market. Adequate quality, low price and very wide distribution strategy are pursued by them. They generally focus on the product line and use the least amount of professional marketing staff. The second body was the combination of the differentiated defenders with the value-related strategy. In this body, the ratio of operating profit to sales was high. Also, the integrated chain of communication with customers was active, and the company used a relatively conservative and somewhat risky approach to activities. The company paid only some attention to market share and focused on maintaining the market. The company paid attention to capacity building, as compared to its competitors, and implemented the market-product strategy. The company considered its marketing strategy combination to be innovative, and high-quality products and the main value were in close relationship with the customer. They conducted mediocre marketing research and generally demanded a fair price. Their distribution strategy was somewhat selective, and they used moderate advertisement. In fact, the focus was on customer orientation, and there was a tendency for niches markets. The Third body was the combination of the analyzers with the mass marketing strategy. In this body, the ratio of the operating profit to sales was high. Also, an integrated chain of communication with customers and suppliers was active, and the company used a relatively conservative view. The company paid some attention to market share and focused on maintaining the market. There was a lot of focus on market-product strategy, but serious attention was also paid to cost reduction. The company was dominated by the engineering-oriented view. An extensive data analysis was performed every day for optimal decision making and long-term planning. These businesses generally produce high-quality products that follow market innovation and use very wide distribution channels. The fourth body was the combination of the prospectors with the aggressive strategy. In this body, the operating profit margin was taken into consideration, the integrated chain of communication with the customers and suppliers was active, and the company used a very risky view. The company paid serious attention to the market share. It was a leader in terms of innovation, diversity and capacity development, compared to its competitors, and fully implements the market-product strategy. The development of new markets was a priority and the company had an entrepreneurial outlook. These businesses usually produce innovative and high-quality products, and have a very close relationship with the customer and conduct a very extensive marketing research. This research is done to identify and encourage market segments where buyers tend to pay high prices. Buyers in these markets are selected with a selective distribution strategy and are contacted with through intense and focused advertising. These results indicate the proximity of marketing and business strategies and the direct effect of marketing strategy on the organization’s performance. The research contributes to managers’ knowledge of successful and high-performance alignments. Therefore, organizations can intensify marketing activities and reinforce their alignment skills.

Saffron is a food product with a comparative advantage in the country. This product needs a competitive advantage in the export markets to achieve its valuable position. The problem is that this export commodity with production advantage in a water-scarce country is mostly exported with the least added value to countries such as Spain through indirect exports and under the private label branding of distributors and there it is re-exported to other countries with new packaging and higher prices. With climate change and the increasing tendency of consumers to organic products, it is necessary to study and formulate the saffron export marketing strategy with a green marketing orientation.Systematic review method has been used for extensive study of domestic and foreign researches to identify the dimensions of the export marketing strategy with a green orientation. With an exploratory sequential mix method, content and theme analysis has been used through interviews with industry and academic experts in the qualitative phase. In the quantitative phase of the research, Fuzzy Dematel techniques and interpretive structural equation modeling have been used to formulate the export strategy.The result shows that the use of dimensions such as firm characteristics, analysis of saffron industry and market in domestic and export target markets, identification of the company's export capabilities and green capabilities along with a marketing mixed program is recommended to leading export companies in the Iranian saffron industry.

The main purpose of this study is to investigate the impact of HRM policies on marketing strategies and organization performance for marketing managers of SMEs. This study is applied in terms of research purpose and is a survey in terms of method. The statistical population of the study is consisted of service and manufacturing SMEs active in Shiraz industrial estates (368 companies). By available sampling method, 188 companies were selected as the research sample. In order to assess the variables of the study, a questionnaire was used. In addition to the construct and content validation of the questionnaire, Cronbach’s alpha reliability coefficient was found to be 85.2 percent. The collected data were analyzed using statistical software packages SPSS 25 and LISREL 8.80. The research results indicated that HRM policies had a positive and significant effect on marketing strategies and organization performance. Also, marketing strategies had a positive and significant effect on organization performance. Furthermore, marketing strategies had a positive and significant mediating role in the relationship between HRM policies and organization performance. The main contribution of this research is to facilitate a better understanding of how HRM policies affect the performance of the organization by considering the role of marketing strategy in the context of SMEs. The findings of this study not only expand the theoretical knowledge in this field but can also be effective for managers of SMEs.

The distribution industry, especially the food distribution industry, is considered as a significant part of the economy due to its huge revenue generation. This industry is of great importance in the field of operation and research for the vitality of food supply, continuous changes in consumer behavior, multiple intermediaries from producer to consumer, exorbitant distribution costs, high revenue generation, growth opportunities, and technological developments. In the field of food distribution, the most important decisions are related to marketing, sales, and distribution policies, which directly affect the company's performance, the quality of customer service, and profitability. The distribution industry in Iran faces many problems such as high marketing and distribution costs, high transaction costs, lack of competition, traditional processes, lack of information transparency, increased transportation costs, low efficiency of the distribution network, the existence of monopolies in some products and unfair business practices. Moreover, distribution companies in Iran do not know enough about the importance of developing appropriate strategies for their distribution channels. This has harmful consequences for them. The purpose of this study is to provide a model for developing a marketing and sales strategy for companies active in the food distribution industry. The model seeks to overcome some of the limitations in the field of research and implementation. The importance of the research topic can be attributed to the dearth of research in the field of distribution, development of a coherent marketing and sales strategy, and coordination and implementation of sales and marketing strategies to achieve the goal. It also pays attention to different economic conditions in marketing strategy, differences in recession and business boom strategies, decreasing distribution costs, short-sighted copying of competitors' strategies, high turnover of the food distribution industry, competition in satisfying customer needs, attracting new customers and completing marketing and sales knowledge. So, it is generally a response to the question ‘What is the model of marketing and sales strategies in the food distribution industry’? In order to give a rational answer to this question, three prerequisite questions are being answered: 1) What are the components of a marketing and sales model in the Iranian food distribution industry?, 2) What are the relationships between these components?, and 3) Which of the identified indicators in the sales and marketing strategy model has the greatest impact on the development of marketing and sales strategies in the Iranian food distribution industry? This study is of a descriptive and exploratory type based on a mixed method. The qualitative part of the research was done using content analysis and the views of 11 executive and academic experts. Three criteria were considered for selecting the sample members, including at least six years of experience in the distribution industry, the position of CEO or marketing or strategy director, and a minimum master's degree in the field of industrial management or engineering. The analysis of the qualitative data was done based on the sentences, words, themes and terms of the experts in the field of marketing, sales and distribution of the food distribution industry. It led to the extraction of 135 final codes. It was done by combining the review of the literature and the qualitative study in the form of the final research model with all its variables, components, and indicators. In this part, 81 questionnaires were distributed among the marketing and sales managers of 54 distribution companies in Iran. The data were analyzed by the structural equation modeling method. In response to the main research question, we find that developing a sales strategy in food distribution companies without considering the marketing strategy and its components is irrational. According to the research literature and the opinion of distribution industry experts, the issue that exists in most food distribution companies in Iran is the separation between marketing and sales units and strategies. This is always considered a serious challenge. According to experts, neither of these two methods alone can be effective. Also, the obtained model shows that, in order to gain a competitive advantage during the post-stagnation period, first, marketing strategies should be considered as the basis for developing sales strategies. Also, the major factors affecting the distribution industry during the post-stagnation period should be taken into account. The external conditions of the company (e.g., threats and opportunities) should not be overlooked.  In order to have a dynamic and successful food distribution industry, while achieving financial goals for companies that can lead to consumer satisfaction, distribution companies must adopt a broad marketing strategy that takes into account the factors related to marketing goals such as pricing strategy, distribution strategy, competitive advantage, resource allocation, understanding of food purchasing behavior, goals territory, promotion strategy, understanding of the macro environment of the distribution industry and market research and development. Also, sales strategy must take into account the sales team performance, sales team relationship, transformational leadership, coordination between sales strategy and marketing, customer satisfaction, sales team training, use of sales technology, use of sales channels, receipt of receivables, customer segmentation, blue ocean strategy and attention to the future of the sales business. There must be a care for the strengths and weaknesses of the company, the threats and opportunities arising from competitors and macro factors affecting the food distribution industry in post-stagnation era as well.

Proper implementation of the strategy is recognized as one of the key capabilities of organizations in order to achieve the set goals. However, many organizations do not have enough ability to achieve their goals due to the lack of a proper process for implementing the developed strategies. The present study aimed to provide a model for implementing marketing strategy in commercial service organizations and specifically commercial banks.

This research is applied in terms of purpose; In terms of monitoring and control, it is a field and in terms of how to analyze the data, it is a descriptive type. The approach of this research is qualitative and the method of doing it is Delphi technique. The statistical population of this study consists of experts in commercial banks of Bushehr province who have been sampled using the guided method. Data collection tools are semi-structured in-depth interviews and questionnaires.

The results show that 13 internal and external environmental factors consisting of two categories of internal factors and one group of external environmental factors on the correct implementation of marketing strategy in commercial banks. Outcome: Factors affecting the implementation of marketing strategy include: 1- In-system software (including risk management, top management; cross-sectoral relationships; top management commitment; strategy implementation knowledge; leadership tactics; employee and organization interests alignment; planning; organizational coordination ; Organizational culture), 2- hardware factors within the organization (including technology and organizational structure) and 3- external environmental factors (including environmental information and government laws and regulations).