Provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach

Subject Areas : Marketing

Vahid javaheri ¹ , abbas heydari ² , Bahram Kheiri ³

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, , Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management,, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-01-24 Accepted : 2022-10-18 Published : 2023-12-22

Keywords: Banking industry, Competitive Advantage, Strategic marketing capabilities,

Abstract :

The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of data foundation theory, 15 people were selected for the statistical community of experts and managers with experience in the banking industry. The findings of this study indicate that for the successful implementation of a strategic marketing model based on competitive advantage Develop a positive understanding of marketing more in the field of competitive advantage activities. They can also provide a better picture of their services by emphasizing strategic marketing capabilities in order to pay attention to competitive patterns and take steps to develop a competitive advantage. In addition, this study warns managers about the need to pay attention to strategic marketing capabilities based on competitive advantage in the banking industry.