Designing an international digital marketing model with a customer-centric approach
Subject Areas : MarketingAsieh Nazemi 1 * , Manijeh Haghighinasb 2 , Mohaddeseh Shamsikhani 3 , Iman Panahali 4
1 - Management department , social sciences faculty, Alzahra university, Tehran
2 - داشنگاه الزهرا
3 - Master of Business Administration, Faculty of Social Sciences and Economics, Alzahra University (S), Tehran, Iran.
4 - Master of Business Administration, Marketing Major, Faculty of Management and Accounting, Shahid Beheshti University of Tehran
Keywords: Customer-centric strategy, international marketing, digital marketing, export, food industry,
Abstract :
Today, the importance of presence and activity in international markets has become more and more apparent, and the internationalization of companies is constantly increasing. Since the intensity of competition in these markets has increased, international marketing is of particular importance. Marketing and its various methods have undergone many changes under the influence of technological advances, such that its latest form is digital marketing. In addition, one of the new strategies in the field of international marketing is the customer-oriented strategy. On the other hand, exporting is known as one of the best methods of operating in international markets and as the least risky method. One of the important export industries of Iran is the food industry. Considering the role of exporting products of this industry in reducing dependence on oil exports, facilitating the export process of these industries and developing their foreign market is of great importance. Therefore, considering the importance of food industry exports and the role of digital marketing and customer-oriented strategy in the success of export companies in this industry, the purpose of the present study is to present a digital customer-oriented strategic framework in international marketing. The present research method is qualitative-exploratory and the sampling method is purposeful and judgmental. Data were collected through structured interviews with 8 university professors and experts in food industry export companies present at the 6th Iran Export Capabilities Exhibition, Trade Development Organization and Chamber of Commerce. Thematic analysis method and MaxQDA20 software were used to analyze the data. Finally, 1155 selected codes, 110 frequent codes, 34 subcategories and 14 main categories were obtained from the data analysis.
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