Identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process

Subject Areas : Journal of Iranian Social Development Studies

mahnaz  solati ¹ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
اعظم  رحیمی نیک ² (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
سید عباس  حیدری ³ (Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)

Received: 2024-04-21 Accepted : 2024-06-05 Published : 2024-06-10

Keywords: Strategic marketing, second brand, chain stores, social development, STP process,

Abstract :

The current research was conducted with the aim of identifying the network of strategic marketing themes of the second brand in chain stores in order to improve social development with an emphasis on the STP process. The participants of this research are managers and experts of convenience stores and faculty members in the field of business management with at least 15 years of teaching experience and have a master's degree or higher. People were selected by purposive sampling with the criteria of teaching experience in the elementary school. Sampling was done with the participation of 19 experts. The data collection tool consisted of two parts, 1- examination and exploration of upstream documents, documents related to the strategic marketing of the second brand in chain stores in order to improve social development with an emphasis on the STP process in the library part, 2- semi-structured interview in the field part that The semi-structured interview with the participants continued until the theoretical saturation stage. To analyze the qualitative data, the theme analysis method based on the Atreide-Sterling model was used. In order to measure reliability, Holsti's coefficient, Scott P's coefficient, Cohen's kappa index and Kruppendorf's alpha were used, which were confirmed.

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