Designing a Pattern of industrial brand competitiveness by using ISM modeling (Case study: National Iranian Petrochemical Company)

Article Type:
Case Study (دارای رتبه معتبر)

Nowadays, with the expansion of globalization, increasing competition, the entry of various domestic and foreign companies, various products and advances in technology, maintaining customer satisfaction and loyalty has become difficult. One of the hallmarks of successful companies today is their competitiveness. The main purpose of this study is structural-interpretive modeling of industrial brand competitiveness in the petrochemical industry. This research is qualitative-quantitative mixed exploratory research. The statistical population in the qualitative part of the research includes faculty members and experts in the field of industrial management, marketing and industrial brand, professors familiar with the subject of research and managers and deputies with experience in petrochemical companies in the country using 16 snowball sampling method were chosen.  In a small part, the statistical community includes personnel (managers, deputies and experts) of the marketing and sales department of petrochemical companies in the country. For sampling, due to the small size of the statistical population and the irreversibility of the questionnaires has been used the whole number and the whole population has been considered as a sample in a small part (N = 255). The research tool in the qualitative part of the interview is semi-structured and in the quantitative part the researcher has made a questionnaire. For data analysis in the qualitative part, fuzzy Delphi theme and technique analysis has been used and in the quantitative part, ISM technique has been used for data analysis. In the qualitative part of the research, a total of 14 variables were identified as factors affecting the competitiveness of the industrial brand. These 14 factors are: Technological opportunism, Brand strength, brand differentiation, Commercialization of innovation, Strategic entrepreneurship, Exploratory marketing, Innovative marketing, Brand charm, Strategic knowledge management, customer relation management, Brand management system, Strategic intelligence and strategic pricing

Iranian Journal Of Operations Research, Volume:12 Issue: 2, Summer and Autumn 2021
175 to 194  
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