Mohammad Sadeq Mohammadi; Behrooz Ghasemi; Soheil Sarmadsaeedi
Abstract
Purpose: The purpose of this research is to develop a model of export market orientation based on competitive intelligence in the era of the digital economy.
Method: This study employed a qualitative approach, utilizing grounded theory as the research method. Sampling was conducted purposefully and ...
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Purpose: The purpose of this research is to develop a model of export market orientation based on competitive intelligence in the era of the digital economy.
Method: This study employed a qualitative approach, utilizing grounded theory as the research method. Sampling was conducted purposefully and continued until theoretical saturation was achieved, involving a total of 15 managers and experts from selected exporting companies. The systematic research process comprised open coding, axial coding, and selective coding, facilitated by strategies such as analysis, questioning, comparison, reminders, schemas, and paradigms. During the coding process, revisions were made, and classifications were validated through feedback from the participants.
Findings: The findings revealed the paradigmatic pattern of export market orientation based on competitive intelligence in the era of digital economy including six main categories of causal conditions, context, phenomenon or central category, intervening conditions, strategies and the consequences. Causal conditions have three sub-categories of learning abilities promotion of customer-oriented culture, knowledge of export technology and R&D processes and identification of export market needs; background conditions include three sub-categories of competitive thinking, competitive export processes (technical evaluation) and competitive governance; intervening conditions include three sub-categories of market technical structure (new technologies), environmental uncertainty and global markets (export risks); the central phenomenon has three sub-categories of value chain (reward strategy), human resource empowerment and employee training (export intelligence); The strategies include three sub-categories of competitive value creation, development of export competitiveness and strategic evaluation of resources and competitive agility and strategic entrepreneurship; The results include three sub-categories of developing entrepreneurial activities, competitive advantage and promoting innovation and dynamic export capabilities.
Conclusion: Based on the results, successful implementation of the export market orientation model, grounded in competitive intelligence, requires managers of exporting companies to develop a deeper understanding of the export market. This can be achieved by allocating greater effort to market-oriented activities. Furthermore, by emphasizing competitive intelligence, these companies can improve the perception of their services and create a positive association with their brand in the minds of international customers.
Elahe Rahimi; Abbas Heydari; Behrooz Ghasemi
Abstract
Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, ...
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Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, to create long-term competitive advantages for the brand. The purpose of this research is to investigate the impact of entrepreneurship-based branding in cyberspace on the performance of startups.Method: The current research is of an applied type and with a mixed method and a sequential qualitative-quantitative approach, first qualitative and then quantitative data was collected and analyzed. Due to the small size of the population, sampling was not done and all 52 people were examined. Smart PLS software was used to analyze quantitative data and test research hypotheses and implement structural equation modeling. Confirmatory factor analysis was also used to test the significance of the relationships and the fit of the obtained measurement models. To analyze the data and test the research hypotheses, the structural equation modeling method was applied.Findings: Qualitative findings showed that the branding model based on entrepreneurship in cyberspace includes six main themes and 18 sub-themes. Causal factors include risk-taking categories, business situation analysis, and brand content capabilities; Background factors include the categories of brand organizational structure, market orientation, and brand orientation; intervening conditions include the categories of legal infrastructure, customer characteristics, and economic uncertainty; the central category includes the three categories of brand vision depiction, brand integrity and entrepreneurial capabilities; strategies including three categories of brand positioning, strategic planning for branding and value creation; And the consequences include three categories of competitive advantage, strategic brand development and brand identity development. Quantitative findings showed that the causal conditions of branding with a score of 26.719 has a positive and significant effect on entrepreneurial branding; Entrepreneurial branding with a score of 4.873 on value-based brand positioning; And value-based positioning with a score of 29.960 has a positive and significant effect on the performance of startups.Conclusion: The results indicate that the branding model based on entrepreneurship in cyberspace and its impact on the performance of startups includes six main themes and 18 sub-themes, and branding based on entrepreneurship in cyberspace has a positive and significant effect on the performance of startups.
