Designing a model of factors affecting the implementation of marketing strategy in commercial banks

Document Type : Original Article

Authors

business department of payam e noor university

10.29252/jbmp.19.44.147

Abstract

Objective: Proper implementation of the strategy is recognized as one of the key capabilities of organizations in order to achieve the set goals. However, many organizations do not have enough ability to achieve their goals due to the lack of a proper process for implementing the developed strategies. The present study aimed to provide a model for implementing marketing strategy in commercial service organizations and specifically commercial banks.
Method: This research is applied in terms of purpose; In terms of monitoring and control, it is a field and in terms of how to analyze the data, it is a descriptive type. The approach of this research is qualitative and the method of doing it is Delphi technique. The statistical population of this study consists of experts in commercial banks of Bushehr province who have been sampled using the guided method. Data collection tools are semi-structured in-depth interviews and questionnaires.
Findings: The results show that 13 internal and external environmental factors consisting of two categories of internal factors and one group of external environmental factors on the correct implementation of marketing strategy in commercial banks.
Outcome: Factors affecting the implementation of marketing strategy include: 1- In-system software (including risk management, top management; cross-sectoral relationships; top management commitment; strategy implementation knowledge; leadership tactics; employee and organization interests alignment; planning; organizational coordination ; Organizational culture), 2- hardware factors within the organization (including technology and organizational structure) and 3- external environmental factors (including environmental information and government laws and regulations).

Keywords

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History

  • Receive Date: 19 December 2020
  • Revise Date: 17 June 2021
  • Accept Date: 17 June 2021

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