Designing a Pattern the Innovative Brand in order to Improve the Competitiveness of Iran's Petrochemical Industries Using Modeling ISM

Journal of System Management

دوره 8، شماره 2 - شماره پیاپی 30، شهریور 2022، صفحه 89-104   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2022.1958876.1647

نویسندگان

hamed anvaripour¹؛ farshid namamian^{* 2}؛ Fakhraddin Maroofi Naqhdehi³؛ Farhad Vafayi⁴

¹PhD Student, Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

²Assistant Professor of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

³Associate Professor, Department of Management, Faculty of Management, University of Kurdistan, Kurdistan, Iran.

⁴Assistant Professor of Business Management Department, Kurdistan University, Sanandaj, Iran

چکیده

The main purpose of this study is structural-interpretive modeling of industrial brand competitiveness in the petrochemical industry. This research is a qualitative-quantitative mixed exploratory research. The statistical population in the qualitative part of the research includes faculty members and experts in the field of industrial management, marketing and industrial brand, professors familiar with the subject of research and managers and deputies with experience in petrochemical companies in the country using 16 snowball sampling method were chosen. In a small part, the statistical community includes personnel (managers, deputies and experts) of the marketing and sales department of petrochemical companies in the country. For sampling, due to the small size of the statistical population and the irreversibility of the questionnaires has been used the whole number and the whole population has been considered as a sample in a small part (N = 255). The research tool in the qualitative part of the interview is semi-structured and in the quantitative part the researcher has made a questionnaire. For data analysis in the qualitative part, fuzzy Delphi theme and technique analysis has been used and in the quantitative part, ISM technique has been used for data analysis. In the qualitative part of the research, a total of 14 variables were identified as factors affecting the competitiveness of the industrial brand.

کلیدواژه‌ها

Competitiveness؛ Innovative brand؛ ISM؛ National Iranian Petrochemical Company

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