ارائه الگوی افول برند در صنعت مواد غذایی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 Tehran

2 دانشکده مدیریت و اقتصاد دانشگاه سمنان

3 دانشکده مدیریت و اقتصاد تربیت مدرس

4 دانشکده مدیریت و حسابداری دانشگاه علامه طباطبایی

چکیده

شناسایی مشکلات برند در صنعت غذایی به دلیل جایگاه ویژه آنها در توسعه اقتصاد کشور از اهمیت زیادی برخوردار است، با وجود افزایش میزان تقاضا محصولات غذایی، این صنعت از مشکل عمده تنبل بودن برندها در همنوایی با تغییرات محیطی و مدیریت ضعیف برند و در نهایت افول برندها رنج می‌برد، موضوعی که رقابت‌پذیری این برندها را با مشکل مواجه کرده است و نیاز به بررسی بیشتری دارد. هدف پژوهش حاضر مفهوم‌ پردازی افول برند مبتنی بر تحلیل محیط داخلی و خارجی در صنعت غذایی از طریق رویکرد پژوهش کیفی است. از روش تحلیل محتوا و مصاحبه‌های عمیق نیمه‌ساختاریافته با متخصصان، مدیران و مشاوران شرکت‌های غذایی، 102 کد به عنوان مفاهیم مرتبط با افول برند استخراج که در 15 مؤلفه مقوله‌بندی شدند (در دو بخش کلی عوامل اثرگذار بر افول برند و ابعاد افول برند). نتایج پژوهش منجر به شناسایی 4 مؤلفه عوامل سازمانی، 6 مؤلفه عوامل محیطی و 5 مؤلفه افول برند شد. پیشنهاد می‌شود مدیران از مفاهیم شناسـایی شـده، در جهـت آسیب‌شناسی برند و ارائه راهبردهای مناسب احیای برند استفاده نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Designing and explaining a model for brand decline in food industry with mixed method

نویسندگان [English]

  • Amin Kohyari Haghighat 1
  • Davood Feiz 2
  • Adel Azar 3
  • Azim Zarei 2
  • Zohreh Dehdashti Shahrokh 4
1 Tehran
2 Associate Prof., Business Management, Faculty of Economic, Management and Administrative science, Semnan University
3 Full Prof., Industrial Management, Faculty of Management and Economic, Tarbiat Modares University
4 Associate Prof., Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University
چکیده [English]

Abstract
Identifying the problems of food industry is important because of their special position in the economy development of the country, despite the increasing demand for food products, this companies suffer from a major problem that brands are lazy in harmony with environmental changes and poor brand management, and eventually brand's decline, the issue that has challenged the competitiveness of these brands, it’s an issue that needs to be explored further. The aim of this study is conceptualization of brand decline based on internal and external analysis in food industry through a mixed method. The first step is research in order to achieve the objectives of the research, using content analysis and semi-structured interviews with professionals, managers and advisers in food industry. 102 Code extracted as concepts of brand decline and were categorized in 15 components (in two general categories of influencing factor and dimensions of brand decline). The second step selected 8 experts by theoretical sampling collected their views through a questionnaire with 5-point Likert and analyzed data through fuzzy Delphi technique. The most important findings of two surveys of experts led to the identification and confirmation of 4 components of organizational factor, 6 components of environmental factor and 5 components of brand decline in food industry

کلیدواژه‌ها [English]

  • Brand decline-Qualitative and quantitative brand decline-food industry

مراجع

  1. Azizi, S. (2016). Principles of Brand Planning and Management. Tehran: Naser Ghalam publisher. (In Persian)
  2. Barbulescu, A. N. (2009). Sources of Brand Decline, Doctor of Philosophy Dissertation, Faculty of the Graduate School of Emory University.
  3. Dawes, J., et al. (2014). Has brand loyalty declined? A longitudinal analysis of repeat purchase behavior in the UK and the USA. Journal of Business Research, 48(2), 425- 432.
  4. Gholipour, R., Aghazade H.,Bakhshizade, E. (2015). The Effect of Brand Equity on Repurchase Intention by Mediatory of Perceived Value, Journal of Business Management, 23, 157-175. (In Persian)
  5. habibi,A., Izadyar, S. and Sarafrazi, a. (2014). Fuzzy Multi-criteria Decision Making. Rasht: Katibeh gil publisher. (In Persian)
  6. Haig, m. (2003). Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time. London: Kogan Page.
  7. Hendel, I., & Nevo, A. (2006). Measuring the implications of sales and consumer inventory behavior. Econometrica, 74(6), 1637-1673.
  8. Hsiu-Fang, H. Sieh & Shannon, S. E. 2005. Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15(9), 1277-1288.
  9. Hsu, T. & Yang, T. (2000). Application of fuzzy analytic hierarchy process in the selection of advertising media. Journal of Management and Systems, 7(1), 19-39.
  10. Ishikawa, A., T. Amagasa, T. Shiga, G. Tomizawa, R. Tatsuta and H. Mieno (1993). The Max-Min Delphi Method and Fuzzy Delphi Method via Fuzzy Integration. Fuzzy Sets Systems, 55(3), 241 -253.
  11. Kardaras, D. K., Karakostas, B. & Mamakou, X.J. (2013). Content presentation personalisation and media adaptation in tourism web sites using Fuzzy Delphi Method and Fuzzy Cognitive Maps. Expert Systems with Applications, 40, 2331-2342.
  12. Keeney, S., Hasson, F. & McKenna, H.P. (2001). A critical review of the Delphi technique as a research methodology for nursing. International Journal of Nursing Study, 38(2), 195-200.
  13. Keller, K. L. (1999). Managing brands for the long run: Brand reinforcement and revitalization strategies. California Management Review, 41(3), 102-124.
  14. Kiley, D. (2007, February 19). Ford goes back to the future. Business Week, 11.
  15. Kuo, Y. F. & Chen, P. C. (2008). Constructing performance appraisal indicators for mobility of the service industries using Fuzzy Delphi Method. Expert Systems with Applications, 35(4), 1930-1939.
  16. Moradi B., Jazani N., AlamTabriz A., and Hadizade, A. (2016). Core Brand Model Based on Customer Value Proposition and Employee Value proposition in Iranian Agile Companies. Journal of Business Management, 24, 3-13. (In Persian)
  17. Murry, T. J., Pipino, L. L., & Gigch, J. P. (1985). A pilot study of fuzzy set modification of Delphi. Human Systems Management, 5(1), 76-80.
  18. O'Dell, S., & Pajunen, J. A. (2000). The butterfly customer: Capturing the loyalty of today's elusive customer. Toronto: John Wiley & Sons.
  19. Polit, D. Beck, C. Hungler, B.P. 2001. Essentials of nursing research: methods, appraisal, and utilization. 5th ed. New York: Lippincott
  20. Rust, R. T., J. J. Inman, J. M. Jia, and A. Zahorik (1999). What you don't know about customer-perceived quality: The role of customer expectation distributions. Marketing Science, 18 (1), 77-92.
  21. Thomas, S. & Kohli, C. (2009). A brand is forever! A framework for revitalizing declining and dead brands. Business Horizons, 52 (4), 377-386.
  22. Wally, O. and Matthew, H. (2015), Applied branding (translated by Roosta, A., Hariri, m. and Azmi, A.). Tehran: The commerce printing & publishing company. (In Persian)
  23. Wan, X., Evers, P. T., & Dresner, M. E. (2012). Too much of a good thing: The impact of product variety on operations and sales performance. Journal of Operations Management, 30(4), 316–324.
  24. Wilkinson, D. and Birmingham, P. 2003. Using Research Instruments: A Guide for Researchers. London:Routledge.
  25. Yuan, T. and Chen, P. (2012). Data Mining Applications in E-Government Information Security. Procedia Engineering, 29, 235–240.

فایل ها

سابقه مقاله

  • تاریخ دریافت: 11 خرداد 1397
  • تاریخ بازنگری: 31 فروردین 1403
  • تاریخ پذیرش: 11 دی 1399

هم رسانی

ارجاع به این مقاله

آمار