Providing a model of the marketing strategy in the electricity industry using a multi-criteria decision-making approach in a fuzzy environment

Document Type : Research Paper


1 Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

2 Department of Fabric and Clothing Design, Yazd Branch, Islamic Azad University, Yazd, Iran



The main goal of this research is to present a model of Marketing Strategy in the Electricity Industry. Therefore, the current research focuses on the electricity industry and the customers and special markets of this industry and seeks to formulate a marketing strategy in the form of a conceptual model. The present research has used mixed methodology (qualitative and quantitative) to collect and analyze its data. In the qualitative part, to collect research data, a semi-structured interview and the opinions of 11 marketing, advertising and sales experts in the electricity industry and related industries were used, and these opinions were analyzed based on the grounded theory method in the Max Kyuda software. The output of the qualitative part includes the identification of dimensions and components related to the four areas of developing a marketing strategy in the electricity industry of the country. In addition, to identify the structure of relationships and weigh the dimensions and components of the model, a quantitative approach and decision-making methods with multiple criteria were used in a fuzzy environment. Based on the final results obtained, the positioning dimension was identified as the most important and key dimension in the field of developing a marketing strategy in the electricity industry of the country, which means the need to focus on the local shaping elements identified for this dimension in the processes of formulating and explaining marketing strategies in the electricity industry of the country.


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Articles in Press, Corrected Proof
Available Online from 04 March 2024
  • Receive Date: 20 July 2023
  • Accept Date: 27 October 2023