Moddelling Internal Marketing Model (Case Study: Sugarcane Development Company and Ancillary Industries of Khuzestan Province)

Article Type:
Case Study (دارای رتبه معتبر)

To develop internal marketing model metrics based on corporate governance in Iran's sugar industry. These metrics are tailored to the nature of activities, environmental conditions, and the expectations of internal and external stakeholders in the company and the local community.The method of research is applied in terms of type. The components and indicators of the World Reporting Organization are considered as a primary guide in developing model metrics. Then, based on exploratory studies, theoretical foundations, internal and external backgrounds, corporate sustainability reports, and initial metrics are used as the basis for the Delphi questionnaire. Sampling is done in a judgmental, purposeful and accessible manner and during which 21 members of the panel are selected and a survey is conducted in two rounds. Accordingly, the first round Delphi questionnaire with 16 components and 108 items with a 5-point Likert scale is prepared. The content validity method is used to determine the validity of the questionnaire in this study. The reliability of the questionnaire is 0.972 with Cronbach's alpha. SPSS software version 26 is used for data analysis.


The results show that out of 108 primary measures of internal marketing, corporate governance and corporate sustainability, 88 measures have a significant level and are acceptable and valid.


There is a positive and significant relationship between internal marketing metrics based on corporate governance and corporate sustainability.

Commercial Surveys, Volume:19 Issue: 108, 2022
63 to 90  
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