تعاون و کشاورزی (Jun 2022)
Designing a model of implementing Strategic Entrepreneurial Marketing in production cooperatives of Ilam province Using Meta-Synthesis
Abstract
Despite the rich literature on entrepreneurial marketing in various texts, the nature of research in the field of cooperative businesses with different cultural and economic burden has undergone major changes and the existing patterns and models of entrepreneurial marketing do not explain well the entrepreneurial marketing methods of these businesses. Therefore, the main purpose of this study is to identify the implementation model of strategic entrepreneurial marketing in production cooperatives. This study, in terms of purpose, is considered as an applied research and it is a qualitative research in terms of data collection method. To identify the pattern of strategic entrepreneurial marketing implementation in production cooperatives, 124 articles were reviewed, of which 26 articles were selected for the final analysis using the Critical Assessment Skills Program. In this study, first 298 indicators of strategic entrepreneurial marketing were identified and classified into 46 concepts and 12 categories. Shannon entropy method was used to determine the weight of the indices. On the basis of the research findings, the main dimensions of entrepreneurial marketing implementation include strategic marketing thinking, intra-organizational factors, strategic planning, target market selection, network of communication-organizational capabilities, entrepreneur-centered marketing strategies, strategic requirements, entrepreneurial requirements, Systematic support for cooperatives management, market entry methods, market research and consumer behavior analysis, and market control and evaluation. Finally, it can be concluded that managers of production cooperatives can use the results of this study to identify new customers and their diverse needs, increase market share and create a competitive advantage.
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