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

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سابقه مقاله

  • تاریخ دریافت: 11 خرداد 1397
  • تاریخ بازنگری: 05 آذر 1403
  • تاریخ پذیرش: 11 دی 1399

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