Construction and lived experience of marketing elites from the agricultural marketing model in Iran with a mixed approach and validation

Subject Areas : Management

bijan Alizadeh ¹ , Abdollah Naami ² , mohammad nasrollahniya ³

1 - Director of Planning and Budgeting of West Tehran Unit
2 - Assistant Professor. Department of Management South Tehran branch Islamic . Tehran. Iran
3 - Assistant Professor of South Tehran Unit

Received: 2022-11-06 Accepted : 2023-02-26 Published : 2023-08-23

Keywords: Mixed Approach, Keywords: marketing, Agricultural Marketing, Accreditation,

Abstract :

AbstractBackground: Marketing, with its importance, is a basic strategy in all businesses, have adopted many activities with the aim of increasing the share in the industry, reducing costs and increasing efficiency. Purpose: , professors and senior managers in the field of agriculture and marketing in Iran regarding the development of agricultural marketing. Method: The method of this research is a combination that was developed using a sequential exploratory strategy, firstly using the qualitative grounded theory method of a native model, and then using the quantitative method of modeling the structural equation of the developed model, it was tested. In the qualitative part, using in-depth interviews among elites, professors and senior managers in the fields of agriculture and marketing, with the coding technique of the theory building process, theoretical saturation was reached with fifteen interviews, and the results were based on three stages of coding with more than 108 meaningful propositions, 211 corresponding concepts. , and 23 sub-categories, 9 main categories and one core category were obtained. In the quantitative part, the obtained paradigm model was tested using quantitative data. Findings and results: The findings of the quantitative section showed that the obtained core category includes; " commitment and tendency to marketing with the intervention of commercial liberalization in two important strategies of synergy in marketing and market orientation leads to the favorable consequences of sustainable agricultural development, globalization of markets and agricultural promotion" It can be the calculated theoretical strategy for the market of medicinal plants in the country,