Volume 7, Issue 3 (2017)                   ORMR 2017, 7(3): 59-74 | Back to browse issues page

XML Persian Abstract Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

hajipur B, azizi S, gharehgheh M, Mohammadi M. A Fundamental Model of Effective Marketing Resource Allocation: Grounded Theory Approach. ORMR 2017; 7 (3) :59-74
URL: http://ormr.modares.ac.ir/article-28-5478-en.html
1- PhD Candidate of Marketing, Shahid Beheshti University
Abstract:   (10034 Views)
Abstract
Marketing resource allocation is one of organizations' strategic decisions which influences their profitability both directly and indirectly. Dynamic nature of marketing resource allocation and volatile environment of organizations, in addition to advent of new media contribute to ineffectiveness of old methods of marketing resource allocation. This research adopts social constructivism philosophy and taking advantage of abductive strategy and qualitative methods of research, studies "what" and "why" of dominant model of marketing resource allocation decisions in Iranian organizations and factors affecting the decisions. Research method was grounded theory and sample consisted of 14 top and marketing managers, consultants and experts of organizations in food and beverage industries. Sampling method was a combination of purposive and judgment methods. According to the research findings, product or brand influences marketing resource allocation decisions and characteristics of the firm and conditions of market and industry shape the organization's strategies which finally result in change in market share, brand awareness, coverage and organizational learning of the organization.
Full-Text [PDF 293 kb]   (4567 Downloads)    
Article Type: scientific research | Subject: Organizational Behavior and Human Resource Management
Received: 2016/10/31 | Accepted: 2017/11/22 | Published: 2017/11/26

Add your comments about this article : Your username or Email:
CAPTCHA

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.