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Antecedents and requirements of the alignment of core and mixed promotion capabilities and its role in market development in Iraq
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Sura Khalid Wadi Lahibi1   , Mohammad Bashokouh Ajirlou *2 , GHasem Zarei3 , Naser Seifollahi Anar3 |
1- PhD student in Marketing Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran
2- Professor Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , bashokouh@uma.ac.ir
3- Professor Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (21 Views) |
The purpose of this research is to explain the antecedents, requirements and consequences of the alignment of core capabilities with the promotion mix and its role in market development in Iraq. Success in foreign markets does not only depend on having core capabilities or implementing promotional activities, but also requires their strategic alignment. Despite extensive research in the field of core competencies and marketing, there is a significant knowledge gap about the mechanisms of this alignment in the complex Iraqi market. This exploratory research was conducted with a qualitative approach and data base theory method (Strauss and Corbin). The data was collected through semi-structured interviews with 21 managers, marketing experts and experts familiar with the Iraqi market until reaching theoretical saturation and analyzed in three stages of open, central and selective coding. The findings showed that the alignment of core and mixed promotion capabilities is influenced by causal conditions (capability, management support, intra-company coordination, market intelligence, export capability and agility), contextual conditions (social-cultural characteristics, customer expected value, distribution structure and field presence) and intervening conditions (institutional-logistic requirements, relational capital, competitive intensity and the role of local actors). has Key strategies include localizing promotional communications, designing promotions based on capabilities, integrating tools, market segmentation, and leveraging local actors. The consequences of this alignment are manifested in communication, perceptual, relational, marketing, channel, competitive, functional and strategic dimensions and ultimately lead to the sustainable development of the market in Iraq. The proposed paradigm model provides a comprehensive framework for export managers, trade policy makers and international marketing researchers. |
Article number: 23 |
| Keywords: Core capabilities, promotion mix, market development, data base theory JEL classification |
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Full-Text [PDF 471 kb]
(9 Downloads)
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Article type: Research |
Subject:
General
Received: 2024/07/22 | Accepted: 2024/09/5 | Published: 2024/08/31
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