Designing a Marketing Model in Home Entrepreneur Businesses Based on Foundation Data Theorization: A Case Study

Authors

1 Ph.D. student, Department of Management, branch Aliabad katol, Islamic Azad University, Aliabad katol, Iran

2 Associate Professor, Department of Management, Al-Zahra University, Tehran, Iran

3 Associate of professor, Department of Accounting and Finance, Aliabad Katoul branch, Islamic Azad University, Aliabad Katoul, Iran

4 Assistant Professor, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran

Abstract

A closer look at the findings of previous home business research always raises the fundamental question of what pattern or methods do home-based businesses use to organize and develop their marketing process? Therefore, the main purpose of this research is to design a marketing model for home businesses in which, while theoretically participating and developing the boundaries of marketing knowledge in home businesses, as well as practical participation and modeling of marketing activities of such businesses using a qualitative approach, with innovative research. And creating an effective convergence between the two fields of marketing and entrepreneurship will explain how and what is the marketing process and its components in home businesses in the handicraft sector. The results showed that based on the data paradigm model of the foundation, home business marketing as a central category based on the conditions of the entrepreneur, creating competitive advantage, developing innovation, resource management, improving the work process, focusing on opportunity resources and taking advantage of approaches Scientific and strategic; Strategies and actions based on business management, communications, customer, behavioral reform and training; Underlying conditions with cognitive, normative and regulatory approaches; Internal, external, functional and structural intervention conditions; And is structured with individual, organizational, and socio-cultural consequences.

Keywords

References

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Geography (Regional Planning)
Volume 11, Issue 43
August 2021
Pages 333-348

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