Identifying the Financial Marketing Strategies of Growth-stage Companies:Case of Food Industry Companies in Tehran province

Paying attention to finance and financial marketing tools could significantly contribute to resolution of financial problems of the firms and avoid their bankruptcy. Following the review of previous works in the field of marketing and its application in financing, as well as conducting semi-structured interviews, firstly marketing elements for financing were identified and then marketing strategies for financing were developed accordingly. The approach of the study is qualitative. Narrative analysis method and semi-structured interviews were employed based on the 5w1h to document the narratives of interviewees in order to achieve the study goal. The findings were ultimately categorized and analyzed using Atlas ti software package. The statistical population was composed of senior executives of growth-stage companies of food industry in Tehran province and a sample size of 12 managers was selected by convenience sampling technique. Data coding was conducted in three stages: primary, secondary, and selective coding. Study results distinguished different marketing strategies for financing such as investment development, protecting current investors and retreating in investment; as well as the marketing actions based on three element of financial marketing such as marketing mix, market segmentation and differentiation.