Developing the conceptual model of business behavior in the Iran's cement industry

To achieve operational and strategic business goals, correct and logical business behavior must be used. Due to companies' less awareness of social and behavioral skills, there is a performance gap in achieving organizational goals. So far, these business behaviors have not been studied in a comprehensive model for strategy presentation. Therefore, the purpose of this study is to identify business behaviors in the Iran's cement industry and develop a conceptual model. The present study was conducted with a qualitative approach and thematic analysis method. The research tool was a semi-structured interview. Using Maxqda.Pro.2018.1 software, data from interviews with 13 academic and industry experts were collected in three coding steps until saturation. Organizing themes include 60 concepts and comprehensive themes including 9 major categories. 218 basic themes were identified. According to the results, the main behaviors in the cement industry are behavior with competitors, behavior with government, behavior with shareholders, behavior with unions, behavior with the media, behavior with supply chain, corporate governance behavior, behavior with networks and social responsibility behavior. Based on these behaviors, a conceptual model of business behavior in this industry was presented. The most important innovation aspects of this research were the novelty of the subject of business behavior and its modeling in different dimensions and components in the Iran's cement industry, which is not present in other studies. Also, in the end, practical suggestions for better performance of the cement industry were presented.