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A Phenomenological Study of Marketing Strategies of Iraqi Small Businesses During Periods of Economic Sanctions
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Karim Zabab Al-Davari1   , Hossein Rahimi Koluor *2 , Mohammad Bashokouh Ajirlou3 , GHasem Zarei3 |
1- PhD student, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2- Associate Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran bili, Ardabil, Iran , hrk6809@gmail.com
3- Professor, Department of business management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran |
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Abstract: (11 Views) |
Small businesses in the Iraqi economy, especially during periods of instability and economic sanctions, play an important role in maintaining employment, meeting local needs, and sustaining household livelihoods. However, these businesses face extensive challenges in such circumstances, such as disruptions in the supply chain, rising costs, reduced customer purchasing power, limited market access, and instability in distribution and sales processes. In the meantime, marketing strategies are no longer simply a tool for increasing sales, but have become a fundamental mechanism for survival, customer retention, and continued economic activity. The present study aims to deeply understand the lived experience of Iraqi small business owners and managers of marketing strategies during periods of economic sanctions. This study is designed with a qualitative approach and a phenomenological method, as this approach allows for understanding the meanings, perceptions, and interpretations of participants from their real experiences. Data will be collected through in-depth semi-structured interviews with Iraqi small business owners and managers who have direct experience of operating under economic sanctions. Sampling will be purposive and will continue until data saturation is reached. The data from the interviews will then be examined through phenomenological analysis to extract and interpret key themes related to adaptation practices, customer retention, pricing, distribution, use of social networks, and leveraging local relationships.
The findings of this study are expected to show that the marketing strategies of Iraqi small businesses during sanctions periods are based on flexibility, social trust, informal networks, close customer knowledge, and constant reconfiguration of limited resources, rather than on formal and classic marketing models. This research can help develop knowledge of marketing in crisis situations, enrich phenomenological studies in the field of small businesses, and provide practical insights for policymakers, support institutions, and economic actors in environments affected by sanctions.
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Article number: 22 |
| Keywords: Phenomenology, Marketing Strategies, Small Businesses, Iraq, Economic Sanctions, Lived Experience. |
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Full-Text [PDF 485 kb]
(4 Downloads)
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Article type: Research |
Subject:
General
Received: 2024/04/8 | Accepted: 2024/06/5 | Published: 2024/07/31
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Zabab Al-Davari K, Rahimi Koluor H, Bashokouh Ajirlou M, Zarei G. A Phenomenological Study of Marketing Strategies of Iraqi Small Businesses During Periods of Economic Sanctions. mieaoi 2024; 13 (47) : 22 URL: http://mieaoi.ir/article-1-2123-en.html
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