Volume 17, Issue 40 (9-2021)
goljaam 2021, 17(40): 72-53 |
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seifollahi N. Designing and explaining the conceptual model of the leading brand model in the Iranian carpet industry. goljaam 2021; 17 (40) : 3
URL: http://goljaam.icsa.ir/article-1-828-en.html
URL: http://goljaam.icsa.ir/article-1-828-en.html
1- Associate Professor, Department of Business Management, Mohaghegh Ardabili University
Abstract: (1947 Views)
Abstract
The rapid increase in production and competition in the international arena of the carpet industry, has highlighted the competition for very sensitive manufacturers and branding as one of the competitive strategies of industry activists. The present study aims to identify a model for successful branding in the carpet industry. According to the systematic model of the data theory of the foundation, well-known experts, manufacturers and exporters with a history of carpets were selected for the statistical community. Industry experts in the statistical population were selected by Purposive sampling method and 15 in-house carpet industry experts were interviewed as an example of in-depth research, which resulted in three stages of data adequacy. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model and MAXQDA software. The results of the analysis of the data obtained from the interviews, during the open, pivotal and selective coding processes, led to the formation of a model of leading brand creation factors in the carpet industry based on the data processing theory of the foundation. Based on the systematic approach in data theory, the identified codes were divided into 6 core categories including causal conditions, content category, contextual conditions, interfering factors, strategies and consequences. Finally, a model for successful branding in the carpet industry was identified. Having a competitive advantage, a strong marketing position, recognizing the needs of the market and the customer, solving economic and political problems are important factors in the development of the carpet brand in domestic and international markets
The rapid increase in production and competition in the international arena of the carpet industry, has highlighted the competition for very sensitive manufacturers and branding as one of the competitive strategies of industry activists. The present study aims to identify a model for successful branding in the carpet industry. According to the systematic model of the data theory of the foundation, well-known experts, manufacturers and exporters with a history of carpets were selected for the statistical community. Industry experts in the statistical population were selected by Purposive sampling method and 15 in-house carpet industry experts were interviewed as an example of in-depth research, which resulted in three stages of data adequacy. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model and MAXQDA software. The results of the analysis of the data obtained from the interviews, during the open, pivotal and selective coding processes, led to the formation of a model of leading brand creation factors in the carpet industry based on the data processing theory of the foundation. Based on the systematic approach in data theory, the identified codes were divided into 6 core categories including causal conditions, content category, contextual conditions, interfering factors, strategies and consequences. Finally, a model for successful branding in the carpet industry was identified. Having a competitive advantage, a strong marketing position, recognizing the needs of the market and the customer, solving economic and political problems are important factors in the development of the carpet brand in domestic and international markets
Article number: 3
Type of Study: Research |
Received: 2022/03/20 | Accepted: 2023/08/13 | Published: 2023/10/27
Received: 2022/03/20 | Accepted: 2023/08/13 | Published: 2023/10/27
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