Model of Successful Branding in the Ceramic and Tile Industry Using Grounded Theory Approach

Document Type : Research Paper

Authors

1 Associate Prof. in Business Management, Shahid Beheshti University, Tehran, Iran

2 Ph.D. Candidate in Business Management, Shahid Beheshti University, Tehran, Iran

Abstract

This research aims at identifying a model for successful branding in the Ceramic and Tile industry. According to the systematic approach in the grounded theory methodology, famous experts in ceramic and tile industry and the famous firms in the industry were selected. Experienced experts in the Ceramic and Tile industry were selected using snowball sampling methodology.  The data were gathered using depth-interviewing tool with 12 experts in three stages which finally led to theoretical adequacy. At the end, we identified a successful branding model in the Ceramic and Tile industry. The results showed that the effective role of the power of bargaining brokers in the relationship between producers and the consumers. It was also found that it is necessary to pay attention to national branding in the form of strong holdings in order to expand foreign markets.

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Journal of Business Management
Volume 9, Issue 4
2017
Pages 826-807

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