Abstract:
The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In this study, 30 interviews were conducted on university and construction industry experts in construction companies of the north of the country to reach a consensus that was carried out using snowball sampling. Data were analyzed by open, axial and selective coding and the case studies were presented. In the current study, instead of testing the theory and confirming or rejecting it, it was presented limited to reality. The collected data were analyzed using Nvivo software and the components were identified. The results indicated that the causal conditions affecting strategic entrepreneurial marketing include communication capabilities, organizational capability, organizational strategy, management support and organization and organizational systems. The intervening condition include relationship orientation, environmental capability, and corporate governance, and ground conditions include system thinking, application of technology and organizational culture. Furthermore, the proposed strategies include intellectual capital management, strategic alignment and knowledge elevation to improve strategic and tactical performance of the company as a result of strategic entrepreneurial marketing.
Machine summary:
ir (Corresponding Author) Received: 12 May 2018 Accepted: 9 January 2019 The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory.
The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy.
However, the present study seeks to answer this basic question: What kind of model can be designed and explained for entrepreneurial marketing with a strategic approach in the construction industry for the construction companies in the north of the country?
This study, by considering the vacuum in the field of strategic entrepreneurial marketing in the construction industry, was conducted with the Grounded theory approach to providing a model to be used in construction companies of the north of the country.
(2014) in a study entitled “An Entrepreneurial Branding Process Model in Small and Medium Businesses” stated that the entrepreneur attempts to provide the expected value of the customer, strengthen and develop the position of the company and its products in the market, and create lasting competitive advantages, in order to maintain the stability and durability of his business in the environment as much as possible.
Dogan (2015) in a research titled “Intersection of Entrepreneurship and Strategic Management: Strategic Entrepreneurship” presented a model introducing that entrepreneurial thinking, culture, and entrepreneurial leadership act as ground and predictive variable which lead to value creation in terms of the role of competitive advantage, applying creativity and developing innovation.