نوع مقاله : علمی - پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.
2 گروه مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Purpose: Brands are forgotten with the passage of time and becoming old. Forgetting the brand is one of the basic challenges of businesses that can have significant negative effects on business performance and profitability. The current research is also done with the aim of designing defensive strategies of brand forgetting in Iran's home appliance industry.
Methodology: The approach of the current research is qualitative, in terms of practical purpose and in terms of nature and descriptive method. The statistical population of this research includes academic experts and managers with experience in Iran's home appliance industry. . The sampling method was snowball sampling. In this research, Brown and Clark's six-stage thematic analysis method was used to code and analyze the findings.
Findings: In this research, after analyzing the data collected from the interviews with thematic analysis method, 69 basic themes were categorized into 14 organizing themes and 5 inclusive themes. Defensive strategies of forgetting the brand include: knowledge, research-oriented and technological strategy, repositioning strategy, reduction strategy, participation strategy, market orientation strategy. According to the categories that have been obtained, it can be said that each of the main categories, according to the categories they have had, can help companies and the home appliance industry in order to attract and eliminate the causes of forgetting the brand and from the strategy. Defensive measures should be used to prevent forgetting the brand, and this will be profitable for the company as well as the progress and development of the business.
کلیدواژه‌ها [English]
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