Designing and developing a marketing capabilities model with a future research approach in petrochemical industries
Keywords:
Marketing capabilities, futures research, system dynamics, marketing dashboards, marketing strategy, petrochemical industryAbstract
The purpose of this research is the future research approach of marketing capabilities of petrochemical industries. This research is an applied research that has been conducted with a mixed method (quantitative and qualitative), using the future research method. Also, the method of this research is developmental. In the qualitative part, the type of research is applied, which has been conducted with the exploratory-descriptive method. The statistical population of this research includes the statistical population of articles for meta-synthesis, the population and statistical sample of the quantitative and qualitative parts. In the qualitative part, the statistical population consists of university professors, managers and officials of petrochemical industries, numbering 30 people, of whom 20 people were selected by a purposeful and judgmental method until theoretical saturation was reached. Descriptive statistics and inferential statistics with SPSS and Unisim software have been used. Descriptive statistics and analysis of variance were used to examine the demographic characteristics of the statistical population. The results of data analysis in the meta-synthesis section showed that the six dimensions of strategic capabilities, operational capabilities, value creation capabilities, research and development, market sensing capabilities, and market analytical capabilities were identified. Then, the existing futures in the form of possible futures, optimistic futures, and pessimistic futures were identified with the help of a focus group. Nine scenarios were identified using the futures research method. These scenarios include
Scenario 1: Reduce marketing planning weaknesses
Scenario 2: Improve marketing research
Scenario 3: Improve brand management capabilities
Scenario 4: Improve product and service development
Scenario 5: Improve marketing mix capabilities
Scenario 6: Improve appropriate distribution and promotion channel capabilities
Scenario 7: Improve marketing strategies
Scenario 8: Improve sales capabilities
Scenario 9: Improve marketing execution capabilities and resources
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Copyright (c) 2025 Hossain Shahbazi, Hakimeh Niky Esfahlan, Samad Aali (Author)
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