Explaining the Consequential Factors of Branding Pattern in the Freight Road Transport Industry with a Futuristic Studies Approach
Subject Areas : Futurology
Parviz Turani Qazvini
1
(
Business Management - Marketing Management, Azad University, UAE Branch
)
asghar moshabaki esfahani
2
(
Professor of Tarbiat Modares University (Faculty of Management and Economics, Department of Business Administration)
)
Hamidreza Saeed Nia
3
(
Department of Business Administration, North Tehran Branch, Islamic Azad University, Tehran, Iran
)
Ali Badizadeh
4
(
Ali Badiezadeh, Assistant Professor, Faculty of Management and Accounting, Islamic Azad University of Qazvin, Iran
)
Keywords: branding, Business, template, freight road transport, Futures Research,
Abstract :
Despite the great importance of branding on the growth and development of businesses in the national economy, and its development implications for various industries in the present and future, the statistical data indicate the low efficiency of the road transport industry of this huge scientific capacity, commensurate with the capabilities. The aim of the present study is to explain the consequential factors of the branding model in the freight transportation industry in Iran for future research. This research has an exploratory-applied nature; With interpretive-structural paradigm; a mixed approach of qualitative data-based methods and quantitative method of structural equations is a futuristic approach to the analysis of processes; Using Max QD software and a small phase of structural equations using LISREL software, its statistical population is a combination of elites and experts in the field of freight transport, business management science and the science of the future of research. They were identified and selected by snowball method. Based on the findings of this study, the most important outcome factors of the branding model of businesses in the freight transport industry are: increasing innovation, providing added value, reducing complexity, compensating for price pressure, reducing road traffic, reducing risk, return on investment, increasing satisfaction Customers, differentiation, quantitative and qualitative growth of services, standardization of services, reduction of fuel consumption and, consequently, recognizing these factors and paying attention to them, help managers in strategic planning for the growth and development of businesses related to the freight transport industry and favorable future. .
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_||_Despite the great importance of branding on the growth and development of businesses in the national economy, and its development implications for various industries in the present and future, the statistical data indicate the low efficiency of the road transport industry of this huge scientific capacity, commensurate with the capabilities. The aim of the present study is to explain the consequential factors of the branding model in the freight transportation industry in Iran for future research. This research has an exploratory-applied nature; With interpretive-structural paradigm; a mixed approach of qualitative data-based methods and quantitative method of structural equations is a futuristic approach to the analysis of processes; Using Max QD software and a small phase of structural equations using LISREL software, its statistical population is a combination of elites and experts in the field of freight transport, business management science and the science of the future of research. They were identified and selected by snowball method. Based on the findings of this study, the most important outcome factors of the branding model of businesses in the freight transport industry are: increasing innovation, providing added value, reducing complexity, compensating for price pressure, reducing road traffic, reducing risk, return on investment, increasing satisfaction Customers, differentiation, quantitative and qualitative growth of services, standardization of services, reduction of fuel consumption and, consequently, recognizing these factors and paying attention to them, help managers in strategic planning for the growth and development of businesses related to the freight transport industry and favorable future. .
