Designing an Entrepreneurial Marketing Model for Brand Life Cycle Management
محورهای موضوعی : Entrepreneurship and Innovation
shahram raeissi
1
,
maryam rahmaty
2
,
mohammad javad taghipouryan
3
,
azam hajiaghajani
4
1 - chalos azad uiv
2 - Department of Industrial Management, Chalus Branch, Islamic Azad University, Chalus, Iran
3 - Department of Business Administration, Chalus Branch, Islamic Azad University, Chalus, Iran
4 - Department of Management, Chalus Branch, Islamic Azad University, Chalus, Iran
کلید واژه: Entrepreneurial Marketing, Brand Life Cycle Management, Propulsion and Inhibitors of Entrepreneurial marketing,
چکیده مقاله :
The main problem of most companies is the short life of brands. The brand life cycle is used by many business managers and plays a very vital role in determining strategies. Considering propulsions and inhibitors that strengthen or hinder this type of marketing, entrepreneurial marketing (EM) is one of the new topics of the brand life cycle management. An accepted framework for EM and identification of effective factors for brand cycle management is not available. Therefore, the purpose of this article for solving the above mentioned problem is to design an EM model for brand life cycle management. This is how this paper contributes in this regard. The necessity of this research is the short life of brands and the waste of economic and social capital. This current research has qualitative approach and is descriptive-exploratory in data process with conceptual qualitative analysis methodology. The tool applied in this research are interviews |(semi-structured) and the population of this paper includes managers, marketing and brand experts in the field of chemicals, medicine and facilities industries in Eshtehard industrial zone of Tehran, Iran. The target community have been selected by snowball sampling method. Interviews extracted data has been classified by Open, axial and selective codes and were analyzed by Maxqda software. After investigating of codes by experts and eliminating items less than critical amount of 0.62 (according to Lawche formula), finally 166 codes and 23 components as propulsion and 84 codes and 16 components as inhibitors of EM were identified and categorized for brand life cycle management. The conceptual model of this paper has been reached from the review of the research background and interviews with the experts and by the final investigations, we reached to the conclusion that propulsion and inhibitors are affecting on entrepreneurial marketing and consequently on brand life cycle management. The results of this research shows that entrepreneurial marketing is a suitable solution to manage the brand life cycle and prevent the early decline of brands.
The main problem of most companies is the short life of brands. The brand life cycle is used by many business managers and plays a very vital role in determining strategies. Considering propulsions and inhibitors that strengthen or hinder this type of marketing, entrepreneurial marketing (EM) is one of the new topics of the brand life cycle management. An accepted framework for EM and identification of effective factors for brand cycle management is not available. Therefore, the purpose of this article for solving the above mentioned problem is to design an EM model for brand life cycle management. This is how this paper contributes in this regard. The necessity of this research is the short life of brands and the waste of economic and social capital. This current research has qualitative approach and is descriptive-exploratory in data process with conceptual qualitative analysis methodology. The tool applied in this research are interviews |(semi-structured) and the population of this paper includes managers, marketing and brand experts in the field of chemicals, medicine and facilities industries in Eshtehard industrial zone of Tehran, Iran. The target community have been selected by snowball sampling method. Interviews extracted data has been classified by Open, axial and selective codes and were analyzed by Maxqda software. After investigating of codes by experts and eliminating items less than critical amount of 0.62 (according to Lawche formula), finally 166 codes and 23 components as propulsion and 84 codes and 16 components as inhibitors of EM were identified and categorized for brand life cycle management. The conceptual model of this paper has been reached from the review of the research background and interviews with the experts and by the final investigations, we reached to the conclusion that propulsion and inhibitors are affecting on entrepreneurial marketing and consequently on brand life cycle management. The results of this research shows that entrepreneurial marketing is a suitable solution to manage the brand life cycle and prevent the early decline of brands.
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