Structural-Interpretive Model to Identify Factors Affecting Strategic Marketing Thinking

The concept of strategic thinking and its importance have been discussed in the existing literature. It can be defined as the attitude of the organizational thought process that guides intelligent actions. The purpose of this research is to identify factors affecting strategic marketing thinking. For this purpose, the current research is exploratory in nature. The statistical population of this research consists of a group of active experts in the field of management. In this research, the stratification of these factors has been done using a paired questionnaire of the structural-interpretive method. The identified variables include strategic marketing capability, dynamic technology resource mobilization, market uncertainty, technical uncertainty, new product market performance, cost advantage, product differentiation, agile thinking, strategic insight, intelligent opportunism, proactiveness, knowledge, organizational awareness. , has been critical thinking. The results showed that critical thinking is the most effective variable and strategic marketing capability and market uncertainty are the most effective variables in the process of strategic marketing thinking.