Relationship between business strategy and knowledge capabilities and banking economic marketing activities

Subject Areas : Marketing

Aliasghar  Poorteymoor ¹ (Gilas marketing academy /manager)
soheila  zarinjoy alvar ² (Assistant Prof, Department of Management, Abadan Branch, Islamic Azad University, Abadan, Iran)
elaheh  naseri ³ (Cherry Marketing Academy Board)

Received: 2022-03-02 Accepted : 2022-06-12 Published : 2022-08-23

Keywords: Business Strategy, knowledge capabilities, Marketing Activities,

Abstract :

In the current volatile and uncertain environment, banks need to expand their tangible and intangible resources and internal capabilities to respond to environmental changes. Therefore, they can achieve macro and long-term goals if they have a codified strategic plan. In this research, the researcher provided a model for explaining business strategy with infrastructure factors and knowledge capabilities on the economic performance of the bank using the data base method. Based on this, the sample of this research is the actors and experts in the field of banking in the country who were selected from among the senior executives of the banking field based in Ilam province. Theoretical sample to be interviewed Based on the theoretical sampling method and using the snowball method, first 6 people were interviewed as the primary target sample and finally 19 people were interviewed until the model reached theoretical saturation. The main findings of the research are presented in two parts: conceptual framework and conceptual model. In this model, in addition to special emphasis on internal factors affecting productivity such as manpower, intellectual capital, as well as the context and structure of technology, Allenver's parameters have been considered, this model increased the efficiency of bank knowledge management and economic performance.