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

Authors

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

10.22075/ijnaa.2023.31856.4725

Abstract

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.

Keywords

[1] G. Armstrong, S. Adam, S. Denize, and P. Kotler, Principles of Marketing, Pearson Australia, 2014.
[2] V.V. Bang, S.L. Joshi, and M.C. Singh, Marketing strategy in emerging markets: A conceptual framework, J. Strat. Market. 24 (2016), no. 2, 104–117.
[3] L. Cacciolatti and S.H. Lee, Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organizational power, J. Bus. Res. 69 (2016), no. 12, 5597–5610.
[4] P.T. Chang and J.H. Lee, A fuzzy DEA and knapsack formulation integrated model for project selection, Comput. Oper. Res. 39 (2012), 112–125.
[5] R.M. Dangelico and D. Vocalelli, “Green Marketing”: an analysis of definitions, strategy steps, and tools through a systematic review of the literature, J. Cleaner Product. 165 (2017), 1263–1279.
[6] M. Esfandiari and M.R. Esfidani, Development of inter-company marketing strategies for Iran’s national oil products distribution company in the banking industry, Manag. Account. Stud. Quart. (2016), 217–228.
[7] J. Esmaili and M. Majidi, Development of marketing strategy based on the G-STIC framework in Fars Rizan materials company, Second Int. Conf. Manag. Account. Econ., Tehran, 2015.
[8] K.H. Kim, B.J. Jeon, H.S. Jung, W. Lu, and J. Jones, Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image, J. Bus. Res. 65 (2011), no. 11, 1612–1617.
[9] H. Mohammadi and A. Sani Heydari, Effective factors on the selection of the type of marketing strategy for food industry products in the stages of growth and product introduction (Mashhad case study), Agricul. Econ. Quart. 10 (2015), no. 4, 98–119.
[10] S.A. Nilipour and M. Ghorbani, The framework for developing the strategy of Isfahan power plant with a marketing approach, Sci.-Res. Quart. Mod. Market. Res. 3 (2012), no. 3, 119–134.
[11] E.M. Olson, S.F. Slater, G.T.M. Hult, and K.M. Olson, The application of human resource management policies within the marketing organization: The impact on business and marketing strategy implementation, Ind. Market. Manag. 69 (2018), 62–73.
[12] A.M.M. Toaldo, S.R. Didonet, and F.B. Luce, The influence of innovative organizational culture on marketing strategy formulation and results, Latin Amer. Bus. Rev. 14 (2013), no. 3–4, 251–269.
[13] C.S. Wu, C.T. Lin, and C. Lee, Optimal marketing strategy: A decision-making with ANP and TOPSIS, Int. J. Product. Econ. 127 (2010), no. 1, 190–196.
[14] Y. Zhixian, Marketing Services and Resources in Information Organizations, Chandos Publishing, 2018.

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