Developing an Adaptation Model for 34,000 Human Resources Processes Using Marketing Strategies

Document Type : Research Paper

Authors

1 Prof., Department of Media Management and Business Communication, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

2 Ph.D. Candidate, Aras International Campus, University of Tehran, Tehran, Iran.

3 Prof., Department of Leadership and Human Capital, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran.

4 Assistant Prof., Department of Policy Making and Public Affairs Administration, Faculty of Public Administration and Organizational Sciences, College of Management, University of Tehran, Tehran, Iran.

Abstract

Objective
This research examines the adaptation of human resources processes to align with marketing strategies based on the 34,000 model. The study investigates how this adaptation enhances knowledge of the contextual environment and the existing platform within the banking sector, an economic enterprise, in terms of market awareness and adaptability.
 
Methodology
This study employs an applied research approach, with the findings applicable to the banking industry and human resources processes. The aim is to improve the alignment between human resources capabilities and market dynamics in the banking sector. The research strategy utilizes a multiple-case study design. Thematic analysis and triple coding techniques are employed for data analysis. Data collection is conducted through semi-structured interviews, with the interview questions validated by a team of experts. The research focuses on banks that have implemented human resources processes using the 34,000 model. Informed sampling is used to select the sample, consisting of four banks: Refah, Day, Karafarin, and Sina, chosen for their successful experience with the 34,000 models. MAXQDA software is utilized for coding and analysis. The interviews are coded in three stages within the software, resulting in the final codes.
 
Findings
By executing the coding procedures in alignment with the marketing domain and the framework of human resources operations, a systematically organized set of codes was generated and integrated into the designated table. These codes represent a comprehensive perspective that identifies the strengths and weaknesses within this field. The findings indicate that certain areas of human resources and marketing processes demonstrate satisfactory compliance, while other areas require further planning and implementation of compliance measures.
 
Conclusion
As economic institutions, banks heavily rely on market conditions. Therefore, adopting appropriate strategies and aligning human resources and its processes with the market sector can facilitate the achievement of organizational goals. The integration of marketing strategies is particularly crucial during scattered, preliminary, and intermediate stages, while studies have shown that human resource processes align well with marketing strategies during optimal and advanced stages. However, it is important to note, as mentioned by the interviewees, that the establishment of a written and specific plan is necessary to enhance compliance and facilitate operational conditions for banks and other organizations. The absence of clear and unknown regulations can complicate matters and potentially lead to issues within the banking sector.
 

Keywords

Main Subjects

References

 
Cutler, P. & Keller, K.L. (2014). Marketing Management, (Ali Parsaian, Trans.). Tehran, Etihad Publishing House (Etihad, Aylar, Adebistan). (in Persian)
 Dehghan, M., Ahmadi, H. & Rajabpour, I. (2021). The application of human resource management policies for marketing managers: Emphasis on marketing strategies and organization performance in small and medium-sized companies. Modern Marketing Research, 11(3), 129-146. (in Persian)
Devi, A. A. D. T. & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315-328. https://doi.org/10.21744/ irjmis.v8n3.1786.
Ebrahimzadeh, Y., Manzari Tavakoli, H., Selajge, S. &  Kamali, M.J. (2021). Presenting a model of the feasibility of establishing a standard 34000 human resource management system in Ansar Bank. Journal of Islamic Economics and Banking, 11 (40), 87-112.
(in Persian)
Ekakitie-Emonena, S. & Alagba, O. S. (2022). Customer relationship marketing & enterprise performance: Empirical evidence from leading banks in South-South Nigeria. Linguistics and Culture Review, 6(S1), 106-120.
Gholipor, A. & Mohammad Esmaili, N. (2018). Human Resources Excellence Standard 34000. (11th ed.). Tehran, Mehraban Publications. (in Persian)
Gholipor, A. (2012). Human Resource Management in Hospitals and Health Care Centers, Tehran, Mehraban Publishing House. (in Persian)
Kustina, K.T., Dewi, G.A.A.O., Prena, G.D., Suryasa, W. (2019). Branchless banking, third-party funds, and profitability evidence reference to banking sector in Indonesia. Journal of Advanced Research in Dynamical and Control Systems, 11(2), 290-299.
Malik Akhlaq, I., Mir Askari S.R, Amin, M. (2017). Investigating the impact of marketing strategies on the marketing performance of industrial and construction companies in economic recession, Business Strategies Magazine, 18(30), 49- 64. (in Persian)
 Mashaikh, M.R. & Mahdizadeh, Sh. (2021). Investigating the impact of the process maturity of the 34000 human resources excellence model on the performance management of employees in Tehran Daru Pharmaceutical Company, Quarterly Journal of Management and Entrepreneurship Studies, 8(1), 157- 177. (in Persian)
Mohabali, D. & Farhani, A.A. (2016). Market Management (Marketing Management), Tehran: Amirkabir Publishing.
Mohammad Ali Tajrishi, I., Nematizadeh, S. & Esmailpour, H. & Bazaei, Gh. (2018). The model of strategic implementation of international marketing in the downstream sector of Iran's oil industry. Business Strategies magazine, 16(14), 1-20. (in Persian)
Mohib Ali, D., Farhani, A.A. (2006). Marketing Management, Tehran, Amirkabir Publishing House. (in Persian)
Morgan, N.A., Whitler, K. A., Feng, H. & Chari, S. (2019). Research in marketing strategy. Journal of the Academy Sanfrancisco, 5(3), 489- 502.
Piercy, N. & Cravens, W. D. (2008). Strategic Marketing. Amazon.com.
Ranjbarian, R. (2012), Human Resources Architecture, social, economic, scientific and cultural work and society monthly, 56(166), 15- 23. (in Persian)
Reddy, M. & Scheeper, C. (2019). Influence Of Organisational Culture On Strategy Execution In ASouth African Organisation. The Journal of Applied Business Research, 35(4),109-128.
Rezaei Tabar, V. (2019). Introduction of statistical methods and data mining in marketing research (Volume 1), Tehran: Khwarazmi University Publishing. (in Persian)
Sunny, E. E. (2019). Managing Turbulent Business Environments in Nigeria: A Model Approach. Journal of Education, Society and Behavioural Science, 29(3), 1-11. DOI:10.9734/jesbs/2019/v29i330111
Werner, J. & Desimone, R.L. (2019). Development of human resources (Abbas Abbaspour, Mehdi Vafaizadeh, Somia Daneshmandi and Narges Tigh Noord, translators). Tehran: Publication of Presidential Public Administration Training Center. (in Persian)
Yabarow, M. M. & Muathe, S. M. (2020). Organisational structure and strategy implementation: Empirical evidence from Oil Marketing Companies in Kenya. International Journal of Management and Applied Research, 7(1), 42-54.
Journal of Business Management
Volume 15, Issue 3
2023
Pages 389-480

Files

Share

How to cite

Statistics