نوع مقاله : علمی - پژوهشی
نویسندگان
1 دانشیار مدیریت استراتژیک، گروه مدیریت بازرگانی، دانشگاه حضرت معصومه
2 کارشناسی ارشد مدیریت بازرگانی دانشگاه قم
3 دانشگاه قم
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: Successful presence in international markets requires effective brand positioning in target export markets to highlight the product's distinctive features. Despite having significant potential in the stone industry, Qom Province has not yet achieved a strong position in global markets. This study aims to present a brand positioning model for Qom stone in international markets.
Methodology: This applied research adopts a qualitative approach using thematic analysis. Data were collected through in-depth semi-structured interviews with 12 industry experts and senior managers in the stone sector. The researcher then coded the data, extracting sub-themes and main themes to develop the final model.
Findings: Content analysis of the interviews identified 107 sub-themes, organized into 17 main themes. Based on this, a comprehensive model for brand positioning of Qom stone in export markets was developed, including key influencing factors and strategic outcomes of successful positioning.
Conclusion: By leveraging environmental drivers and following an eight-step brand positioning process, Qom's stone industry can achieve significant strategic outcomes in international markets. This model serves as a guideline for policymakers and industry stakeholders to enhance global competitiveness.
کلیدواژهها [English]
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