نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترا، گروه مدیریت بازرگانی، پردیس بین المللی کیش، دانشگاه تهران، کیش، ایران.
2 استادیار، گروه اقتصاد، پردیس بین الملل کیش، دانشگاه تهران، کیش، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
A successful marketing strategy is essential for driving economic dynamism within the steel and iron industry, particularly during times of economic instability and fluctuating prices. The objective of this article is to identify and prioritize the key factors influencing the marketing of the iron and steel industry amid exchange rate volatility. To achieve this, a mixed-methods approach (qualitative-quantitative) was employed. Initially, a comprehensive analysis of existing literature and documents was conducted to identify the primary factors affecting marketing in the iron and steel sector. In the subsequent quantitative phase, a survey was administered to 100 marketing experts to further explore and prioritize these factors using stepwise regression analysis. The qualitative phase involved a review of relevant articles, research reports, and theses related to industrial marketing, while the quantitative phase targeted experts and specialists in the field of marketing. A purposive sampling technique, specifically snowball sampling, was used for both phases. Data collection tools included content analysis for the qualitative phase and a researcher-developed questionnaire for the quantitative phase. Data analysis was conducted using SPSS version 23, complemented by manual analysis as needed.
The results of the study revealed that the most important criteria affecting the marketing of the iron and steel industry during exchange rate fluctuations, in order of priority, are: economic factors (such as reducing production costs, utilizing up-to-date production technologies, and aligning production with supply and demand), social factors (including strategic management and identifying customers and their needs), and environmental factors (with a focus on reducing production energy consumption).
کلیدواژهها [English]
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