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

Document Type : Original Article

Authors

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

Abstract

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

Keywords

References

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History

  • Receive Date: 01 June 2018
  • Revise Date: 19 November 2024
  • Accept Date: 31 December 2020

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