Volume 2, Issue 1 (2012)                   ORMR 2012, 2(1): 68-90 | Back to browse issues page

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Mapping of social capital in entrepreneurial firms marketing (case study: food industry). ORMR. 2012; 2 (1) :68-90
URL: http://ormr.modares.ac.ir/article-28-12309-en.html
Abstract:   (4225 Views)
Strong social capital plays a vital role in quick access and convenient scheduling to a variety of information. Secure Communication prepares access to numerous resources, and promotes information receiving and improves people’s comprehension about their knowledge in a certain range. Social capital facilitates give rise to access to information, (information received from reliable people, who generally are accurate, relevant and reliable) that is one of key components of entrepreneurial opportunities. Research innovations are in combination of both social capital and marketing activities using concept mapping methodology as a inductive and deductive methods. In this study was used of criterion purposive sampling method and in-depth semi-structured interviews with 10 experts to saturation point. The results indicate prominent and visible position of social capital and dimensions entrepreneurial firms marketing activities. Social capital is mapping the five clusters marketing mix, control and assessment of market, market research and analysis of customer behavior, strategic factors and internal factors, and 15 sub cluster; distribution, promotion, price and product (marketing mix), customers, competitors, suppliers and systems and methods (control and assessment of the market), customer behavior and the systems and methods (market research and analysis of customer behavior), structure, style, and employees (internal factors), and customer and market entry (strategic factors ).
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Received: 2011/12/4 | Accepted: 2012/05/22 | Published: 2013/04/28

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