نوع مقاله : علمی - پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، واحد امارات، دانشگاه آزاد اسلامی، دبی، امارات متحده عربی.
2 گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
3 گروه مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه ازاد اسلامی، تهران، ایران
4 گروه سلامت در بلایا و فوریتها، دانشکده مدیریت و اطلاع رسانی پزشکی، دانشگاه علوم پزشکی ایران، تهران، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objectives: The main purpose of this study is to present a marketing model for entering the Iraqi market in the field of industrial goods, with an emphasis on capital goods, to facilitate the country’s export policies and their practical implications.
Methods: A qualitative design employing Glaserian Grounded Theory was applied to derive a context-specific model based on the experiences of key stakeholders engaged in exports to Iraq. Data were collected in Spring 2024 (1403 in the Persian calendar) through semi-structured interviews with 21 purposively selected participants, including government policymakers, industrial exporters, and academic experts. Interviews lasted 60–90 minutes, were audio-recorded with consent, and transcribed verbatim. A six-question protocol guided the discussions, refined through expert feedback. Data were analyzed using Glaser’s constant comparative method, resulting in 2,983 narratives categorized into 226 concepts, which were subsequently grouped into 19 sub-components and six overarching themes. Relationships among themes were identified through theoretical coding using MAXQDA software. Methodological rigor was ensured via field notes, researcher reflexivity, member checking, and inter-coder reliability (Kappa = 0.81).
Findings: Analysis identified Export Development (ED) as the central phenomenon, structured around three interrelated dimensions: export growth, export adaptation, and export evaluation. Four primary themes influence ED: the role of government, the role of universities and research centers, the role of industry, and export strategies and actions. The government fosters an enabling environment through political support, regulatory simplification, fiscal reforms, and international engagement. Universities and research centers enhance human capital through education, applied research, technology transfer, and collaboration with industry. Industrial firms strengthen competitiveness through managerial capabilities, resource mobilization, R&D investment, product adaptation, and marketing execution. Export strategies encompass marketing innovation, market development, and facilitation mechanisms such as credit lines, trade fairs, insurance, and reduced bureaucracy.
Successful ED generates multidimensional outcomes. Marketing benefits include improved international reputation, refined strategies, stronger customer relationships, and enhanced branding. Economic outcomes comprise job creation, foreign exchange earnings, sustainable revenue, productivity gains, and increased resilience against sanctions. Socio-cultural outcomes include strengthened bilateral relations, cultural exchange, a positive national image, and expanded social capital. Technological and HR outcomes involve accelerated technology adoption, workforce skill development, and domestic innovation. The theoretical model illustrates a “Triple Helix” configuration in which government, universities, and industry interact dynamically, with strategies mediating the relationship between inputs and outcomes. This integrated framework underscores the importance of coordinated efforts across institutional spheres to achieve sustainable export development, particularly for capital goods in complex markets like Iraq.
Conclusion: This study presents the first empirically grounded, context-specific marketing model for Iranian capital goods entering the Iraqi market. By highlighting the interdependence of government, universities, and industry, the model addresses Iraq’s unique institutional, cultural, and market complexities, providing both theoretical and practical contributions. Strategic imperatives include regulatory simplification, exchange rate stability, and economic diplomacy (government); specialized export training and joint R&D (universities); and quality improvement, local adaptation, after-sales service, and sustained market presence (industry). Collectively, these measures generate economic, marketing, socio-cultural, and technological benefits. Limitations stem from the qualitative and context-specific nature of the study, suggesting that future research should validate the model quantitatively, assess its applicability in neighboring markets, and conduct longitudinal studies to evaluate long-term effectiveness.
کلیدواژهها [English]
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