Designing a model for the development of the country's international marketing in the face of sanctions
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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Globalization, with the concept of business homogenization on a global scale, is considered as an important phenomenon. In the age of globalization, nations are more economically connected than ever before. Participation in international marketing activities has been the focus of many companies due to the provision of profit and growth opportunities, exploitation of economies of scale, diversification of business risks, acquisition of technical expertise and knowledge, and improvement of competitive advantage. Therefore, economic sanctions are still an important and at the same time controversial tool of foreign policy, and the powerful economic countries of the world use the tool of sanctions, especially economic sanctions, as one of the levers of pressure. Therefore, the present study was conducted with the aim of designing an international marketing model in the context of sanctions. The research method used in this research is qualitative and grounded theory was used to analyze the data. The statistical population of the research is experts and specialists familiar with the subject of research; Among them, 12 successful export managers and university professors familiar with the subject of research were selected through the snowball technique. Data were collected through semi-structured interviews. A total of 92 codes were identified in the form of sentences, quasi-sentences and words, which were classified into 10 sub-categories and 4 main categories; These four categories are the main factors affecting the success of international marketing in the face of sanctions, which are: financial and monetary factors; Legal and political; Empowerment and infrastructure factors.
Language:
Persian
Published:
Journal of International Business Management, Volume:5 Issue: 3, 2022
Pages:
95 to 113
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