شناسایی و مدل‎سازی عوامل تأثیرگذار بر آشفتگی رفتاری در مدیران بازاریابی صنعتی؛ بهره‎گیری از نظریه داده بنیاد

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، تهران، ایران

2 مربی، گروه مدیریت بازرگانی، دانشگاه علم و هنر، یزد، ایران

3 استاد، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، تهران. ایران

4 استادیار، گروه روان‎شناسی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، تهران. ایران

چکیده

هدف: امروزه یکی از معضلات مهم مدیران بازاریابی شرکت‎‎ها، مواجه‎شدن با انواع آشفتگی‎‎های رفتاری است. از طرفی نگاه به ادبیات موضوع در این زمینه نشان می‎‎دهد که تا کنون عوامل مؤثر بر آشفتگی رفتاری در ادبیات رایج مدیریت و بازاریابی کمتر استفاده شده است. هدف این پژوهش شناسایی عوامل مؤثر بر ابعاد آشفتگی مدیران بازاریابی است.
روش: پژوهش حاضر با توجه به هدف، در دسته پژوهش‎‎های کیفی قرار می‎‎گیرد و روش اجرای آن نیز روش کیفی نظریـه داده بنیاد اسـت. داده‎‎های پژوهش از طریق مصاحبه‎‎های عمیق با مدیران بازاریابی شرکت‎ها گردآوری شدند و تحلیل آنها بر اساس مراحل داده بنیاد انجام شد.
یافته‎ها: از مصاحبه با مدیران بازاریابی شرکت‎‎های معتبر، مضامین و کدهای متعددی استخراج شد و سرانجام مدلی برای تبیین عوامل مؤثر بر آشفتگی رفتاری در مدیران بازاریابی صنعتی به‎دست آمد. عوامل ساختاری، عوامل رفتاری، عوامل تولید، عوامل بازاریابی، عوامل مالی، وضعیت بازار و وضعیت مشتریان با توجه به ویژگی‎‎های فردی، به بروز پدیده آشفتگی در مدیران بازاریابی منجر می‎‎شود.
نتیجه‎گیری: برای احتراز از پدیده آشفتگی رفتاری، باید عوامل به‎وجود آورنده آن کاهش یابد تا تأثیر منفی پدیده آشفتگی رفتاری بر عملکرد مدیر بازاریابی و سازمان تعدیل شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Understanding and Modeling Industrial Marketing Managers’ “Behavioral Distress” using Grounded Theory Approach

نویسندگان [English]

  • Maysam Shafiee 1
  • Mohammad Zareian 2
  • Hasan Zarei Matin 3
  • Manijeh Firoozi 4
1 Assistant Prof., Department of Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran
2 Lecturer, Department of Business Management, Science and Art University, Yazd, Iran
3 Prof., Department of Public Administration, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran
4 Assistant Prof., Department of Psychology, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran
چکیده [English]

Objective
Nowadays, one of the most important problems of marketing managers is the confrontation with a variety of behavioral disturbances. Behavioral and emotional states of marketing managers can have a direct impact on their performance. A marketing manager who has a psychological turmoil cannot play an efficient role and cannot help to the result of the marketing unit; respectively, the firm’s overall performance and success are at risk. The mental turmoil disturbs their entire focus and hinders their ability to work and perform their duties. Considering the importance of the position of marketing managers in the success or failure of companies, the main issue of this research is the "behavioral distress" of corporate marketing managers. A problem for which there is no model proposed so far. Therefore, it can be pointed out that the purpose of this paper is to use the appropriate methods and in different stages of research to investigate the issue of "behavioral distress" of marketing managers in order to draw up the status quo and to propose solutions to solve it. The purpose of this study is to identify the factors affecting the dimensions of marketing managers’ distress.
 
Methodology
The present qualitative research uses qualitative grounded theory. The research data were collected through in-depth interviews with the marketing managers and then analyzed based on grounded theory premises. The statistical population of this research consisted of marketing managers of companies. According to the research structure, in this paper, judgmental sampling was used. To determine the sample size, the persuasion rule was used and the sampling procedure continued to reach the theoretical saturation.
 
Findings
The results of the interviews with marketing managers of reputable companies, various themes and codes were extracted and finally a model for explaining the factors affecting behavioral distress in industrial marketing managers was proposed. Structural factors, behavioral factors, production factors, marketing factors, financial factors, market situation and customer status with respect to individual characteristics can lead to distress among marketing managers.
 
Conclusion
To avoid the behavioral distress, the affective factors should be reduced to minimize its negative effects on the performance of the marketing manager and the organization. Based on the model, the factors affecting turmoil are influenced by the "macroeconomic environment" factors. Due to the uncontrollability of this factor, planning should be done in a way that the level of vulnerability of the company and, consequently, the marketing manager are reduced. The diversification strategy of suppliers can be used to reduce the level of reliance on each supplier. Also, the strategy for developing export markets and simultaneous setting of two or more target markets can help to reduce the risk of customer disconnection, and have a less negative impact on the marketing manager. In the area of ​​"behavioral factors", firstly, company management itself must balance its behavior with the marketing manager using the appropriate strategies of organizational behavior and eliminate the background of distress. In the next step, when the manager, as a model for the managers and staff’ behavior in the organization, improves his behavior, other managers as well as the other staff will adapt the necessary modeling and improved their behavior. In the case of "structural factors", having a unit of strong systems and methods as well as implementing the coordination methods between units can help solve the problems. The coordination process between units should be designed in such a way that it causes the least conflict between the different units of the company. The prerequisite for such changes is the promotion of team spirit. In the case of "organizational task forces", the strengthening of a robust and supreme organizational culture in all organizational units, including production, finance and marketing, will be decreased by the turmoil of the marketing manager. You have to establish the motto "everyone for sale" in the company. Moreover, in the case of "customer status" factors, customer relationship management systems can be used to establish customer validation systems and create a strategy to help distinguish between customers. The advent of new technologies, such as information technology, can be of great help in this regard. Optimum interaction with reputable customers and sales planning based on a customer's declared credit can reduce the behavioral distress of the marketing manager. The next proposal is not to grant exclusive agents in broad markets, in order to control the company's representatives. In the case of "market factors" that goes beyond the organization, although the factors are uncontrollable, market monitoring and data mining techniques can be used to optimize market changes in order to dramatically reduce the vulnerability of the company and the marketing unit. Another aspect of the job is the "suitability of the person employed with the job". If there is a conflict between the characteristics of the person employed and the job, the efficiency and functioning of the worker will be reduced. It is suggested to use different personality tests, such as Myers-Briggs Personality Test, Job Path Anchor Test, Typing Yang Index Test, and ... to help select the correct marketing manager. It is also necessary to pay attention to the intelligence issues of the marketing manager.

کلیدواژه‌ها [English]

  • Distress
  • Behavior
  • Marketing managers
  • Grounded theory
  • Industry
ابویی اردکان، محمد؛ ندافی، طاهره؛ قلی‎پور، آرین (1397). بررسی مدل‌های ذهنی مدیران در فرایند تفکر استراتژیک. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 10(2)، 461- 486.

خلیلی عراقی، منصور؛ رمضان‎پور، اسماعیل (1380). اهمیت با ثبات محیط اقتصاد کلان، مجله تحقیقات اقتصادی، 58(1)، 1-28.

دانایی فرد، حسن؛ امامی، سیدمجتبی (1386). استراتژی‌های پژوهش کیفی: تأملی بر نظریه‌پردازی داده‌بنیاد. اندیشه مدیریت، 1(2)، 69-97.

زارعی، عظیم؛ اسدی، محمد (1397). شناسایی عوامل کلیدی موفقیت در تدوین استراتژی مرچندایزینگ کاراکترهای انیمیشنی در بازار ایران با استفاده از روش نظریه مبنایی. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 10(3)، 567- 582.

سیدجوادین، سیدرضا؛ صفری، محمد؛ راعی، رضا؛ ایروانی، محمد جواد (1396). ارائه مدلی مفهومی برای تبیین آمادگی بانک‌های تجاری ایران به‌منظور پیاده‌سازی بانکداری اسلامی: به‌کارگیری استراتژی داده‌بنیاد. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 9(1)، 129-154.

سیدجوادین، سیدرضا؛ مقیمی، سیدمحمد؛ سیدامیری، نادر (1394). بازاریابی کارآفرینانه کسب‌و کارهای کوچک و متوسط صنعت فناوری اطلاعات با رویکرد نظریه زمینه‌ای کلاسیک. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 7(1)، 101-125.

عزیزی، شهریار؛ قره‎چه، منیژه؛ براتی کهریزسنگی، ابوالفضل (1396). الگوی برند موفق در صنعت کاشی و سرامیک با رویکرد نظریه داده‎بنیاد. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 9(4)، 807- 826.

ندیمی، محسن (1394). اثربخشی رفتاردرمانی دیالکتیکی گروهی در افزایش تحمل آشفتگی و بهبود تنظیم هیجانی سوء مصرف‌کنندگان مواد. فصلنامه اعتیاد پژوهی سوءمصرف مواد، 36(4)، 141- 160.

یاسینی، علی؛ عباسی نیکو، محمد؛ تابان، محمد؛ پوراشرف، یاسان اله (1396). طراحی الگوی بازاریابی آموزش عالی در ایران؛ مدلی برآمده از نظریۀ داده‌بنیاد. فصلنامه علمی ـ پژوهشی مدیریت بازرگانی، 9(2)، 415-438.

 

References

Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy, Journal of Marketing, 63(1), 146-163.

Adam, N.G., Ibrahim, M., & Mirakhor, A. (2015). Ethical behavior and trust worthiness in the stock market-growth nexus. Research in International Business andFinance, 33(1), 44-58.

Anholt, S. (2005). Nation brands index: how does the world see America? Journal of Advertising Research, 45(3), 296-304.

Appelbaum, S. H., & Frederic, L., & Roberto, T., & Barbara, T. (2007). Mergers 101 (part two): training managers for culture, stress, and change challenges. Industrial and Commercial Training, 39(4), 191-200.

Azizi, S., Ghareche, M., Barati, A. (2018). Model of Successful Branding in the Ceramic and Tile Industry Using Grounded Theory Approach. Iranian Business Management, 9(4), 807-826. (in Persian)

Bramson, R. N. (2000). HR’s role in mergers and acquisitions. Training & Development, 54(10), 59-66.

Cochran, S.V., Rabinowitz, F.E. (2000). Men and depression: clinical and empirical perspectives. Academic Press. San Diego, California.

Danaeifard, H., & Emami, S. M. (2007). Strategies of qualitative research: a reflection on grounded theory. Strategic Management Thought, 1(2), 69-97. (in Persian)

Day, G. S., & Montgomery, D. B. (1999). Charting new directions for marketing. Journal of Marketing, 63(1), 3-13.

Denzin, N. K., & Lincoln, Y. S. (2005). Handbook of Qualitative Research, 2ndEdition. Thousand Oaks, CA: Sage.

Dimitriadis, S., Stevens, E. (2008). Integrated Customer RelationshipManagement for Service Activities: An Internal/External Gap Model. Managing Service Quality, 18(5), 496-511.

Doyle, P. (1995). Marketing in the new millennium. European Journal of Marketing, 29(13), 23-41.

Fischer, S. (1993). The role of macroeconomic factors in growth. Journal of Monetary Economics, 32(3), 485-512.

 

Giauque, D. (2016). Stress among public middle managers dealing with reforms. Journal of Health Organization and Management, 30(8), 1259-1283.

Glaser, B. (1978). Theoretical Sensitivity. Mill Valley, CA: Sociology Press.

Glaser, B., & Strauss, A. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Publisher: Chicago: Aldine.

Gratz, K. L., & Roemer, L. (2004). Multidimentional of emotion regulation and dysregulation development, factor structure, and initial validation of the difficulties in emotion regulation scale. Journal of Psychopathology and Behavioral Assessment, 26(1), 41-54.

Hayles, N. (1990). Orderly Disorder in Contemporary Literature and Science, Cornell University Press.

Kent, M. (2009). The Oxford Dictionary of Sports Science & Medicine. Oxford University Press.

Khalili Araghi, M., & Ramazanpour, E. (2001). The importance of a stable macroeconomic environment. Journal of Economic Research (Tahghighat- E- Eghtesadi), 58(1), 1-28.
(in Persian)

Lazarus, R. S. (2000). How emotions influence performance in competitive sports. TheSport Psychologist, 14(2), 229-252.

Leibenluft, E., & Charney, D. S., & Pine, D. S. (2003). Researching the pathophysiology of pediatric bipolar. Biological Psychiatry, 53(11), 1009-1020.

Leonidou C. N., & Leonidou L. C., & Coudounaris D. N. (2013). Magnus hultman, value differences as determinants of importers’ perceptions of exporters’ unethical behavior: the impact on relationship quality and performance. International Business Review, 22(1), 156-173.

Lovibond, P. F. (1995). The structure of negative emotional states: comparison of the depression anxiety stress scales (dass) with the beck depression and anxiety inventories. Behav Res Ther, 33(3), 335-343.

Maksol, J. (2007). Professional ethic in management. Translated by Yavari SHA. Tehran: Farda Press.

Morgan, R.E. (1996). Conceptual foundations of marketing and marketing theory. Management Decision, 34(10), 19-26.

Naddafi, T., Abooyee Ardakan, M., & Gholipoor, A. (2018). Investigation of Managers’ Mental Modeling regarding Strategic Thinking. Iranian Business Management, 10(2), 461 – 486. (in Persian)

Nadimi, M. (2016). On the effectiveness of group dialectical behavior therapy in the enhancement of distress tolerance and emotional regulation. In Substance Abusers, 36(9), 141-160. (in Persian)

Ndubisi, N., & Nataraajan, R., & Lai, R. (2014). Customer perception and response to ethical norms in legal services marketing. Journal of Business Research, 67(3), 369-377.

Raitano, R., & Kleiner, B. (2004). Stress management: stressors, diagnosis, and preventative measures. Management Research News, 27(4), 32-38.

Rosenhan, D. L. & Seligman, M. E. P. (1995). Abnormal Psychology, Published by W W Norton and Co Ltd.

Rupsiene, L., & Pranskuniene, R. (2010). The variety of grounded theory: Different versions of the same method or different methods? Social Sciences, 4(70), 7-19.

Sánchez, R., Iniesta, M. A., & Holbrook, M. B. (2009). The conceptualization and measurement of consumer value in services. International Journal of Market Research, 51(1), 91-113.

Seyed Javadin, S., Moghimi, S., Seyyed Amiri, N. (2015). Entrepreneurial marketing model for SMEs based on Classic Grounded Theory. Iranian Business Management, 7(1), 101-125. (in Persian)

Seyed Javadin, S., Safari-kahreh, M., Raei, R., Iravani, M. (2017). A Conceptual Model to Explain the Readiness of Iranian Commercial Banks towards Islamic Banking Implementation: Using Grounded Theory Strategy. Iranian Business Management, 9(1), 129-154. (in Persian)

Simons, J. S., & Gaher, R. M. (2005). The distress tolerance scale: development and validation of a self-report measure. Motiv Emot, 29(2), 83-102.

Sophonthummapharn, K. (2009). The adoption of techno relationship innovations: A framework for electronic customer relationship management. Marketing Intelligence & Planning, 27(3), 380-412.

Webster, F.E. Jr (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(3), 1-17.

Webster, F.E. Jr (2005). A perspective on the evolution of marketing management. Journal ofPublic Policy & Marketing, 24(1), 121-126.

Yasini, A., Niku, A., Taban, M., Purashraf, Y. (2017). Designing a Model for Higher Education Marketing in Iran. Iranian Business Management, 9(2), 415-438. (in Persian)

Zarei, A., Asadi, M. (2018). Identification of Key Success Factors - in Developing a Character Merchandising in the Iranian Marketplace using Grounded Theory Method. Iranian Business Management, 10(3), 567-582. (in Persian)