Document Type : Research Paper
Authors
1
doctorate student,, business management, marketing orientation, Faculty of Social Sciences, Ardabil, Mohaghegh University of Ardabil. Iran.
2
Associate Professor of Mohaghegh Ardabili University
3
Professor, Department of Business Management, Marketing Department, Faculty of Social Sciences, Mohaghegh Ardabili University. Ardabil, Iran.
4
Associate Professor, Department of Business Administration, Faculty of Economic and Management, Urmia University. Urmia , Iran.
10.22059/jibm.2025.384663.4869
Abstract
Objective: Small and medium-sized companies are more affected by crisis situations than large companies due to resource constraints. Marketing in these situations requires responsive and flexible approaches. The objective of this research is to design a responsive marketing strategy model for small and medium-sized companies in crisis situations. The importance and responsiveness of the marketing department in companies is always discussed by managers of various industries and organizations, and the importance of this issue increases in crisis situations. Crisis is defined as one or a set of events that disrupt operations and threaten the life of an organization, industry, nation or society. Crisis and disaster are used to understand the challenges ahead. The present research seeks to determine what the responsive marketing strategy model for small and medium-sized companies in crisis situations is and what components and indicators it has. In fact, the innovation of the present research comes from presenting a responsive marketing strategy model in crisis situations in small companies.
Method: This research uses the data-driven method to answer the research question and present the model. One of the powerful and effective techniques in qualitative research is the in-depth analysis of data through field collection and interpretation. The statistical population of 17 people, including 12 marketing experts, who are marketing department managers and 5 university faculty members in the field of marketing. The data of this study were collected through semi-structured interviews. Snowball sampling method was used for sampling. The data analysis process was carried out in three stages according to the Strauss and Corbin approach: open coding, axial coding, and selective coding. In the open coding stage, concepts and categories were extracted from the data, and in the axial coding stage, these categories were separated into main and subcategories and related to each other. Finally, in the selective coding stage, a comprehensive theory was developed based on the relationship between different categories. Findings: The study showed that a responsive marketing strategy in crisis situations is based on several key factors, including organizational flexibility, customer relationship management, the use of digital technologies, supply chain optimization, and innovation in strategies. These factors help companies to successfully manage the crisis and remain competitive in the market.
Conclusion: The study shows that organizations should pay special attention to flexibility, innovation, and effective management of customer relationships to deal with crises. Given the changing economic and social conditions, companies should continuously review their strategies and increase their ability to respond to crises by using digital technologies and effective communications. Key success factors include ability in supply chain management, using data for market analysis, and developing innovative strategies. Also, close communication with customers and paying attention to their needs during the crisis will maintain customer loyalty and increase the competitive power of companies.
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