Developing a digital marketing strategy model for Iranian successful startups based on the Grounded Theory

Subject Areas : Jounal of Marketing Management

Sepideh Moradi ziba ¹ (PhD student in Business Administration, Emirates Branch, Islamic Azad University, Dubai, United Arab Emirates)
Javad Abbasi ² (Assistant Professor, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Reza Radfar ³ (Professor, Department of Industrial Management, Science and Research Unit, Tehran, Iran)
Mohammad Ali Abdolvand ⁴ (Assistant Professor, Business Management Department, Science and Research Unit, Tehran, Iran)

Received: 2023-08-03 Accepted : 2023-10-15 Published : 2023-07-23

Keywords: Strategy, Digital Marketing, Grounded Theory, Startup,

Abstract :

The aim of the present research is to compile digital marketing strategies model in Iranian successful startups. The research method is qualitative. Using the grounded theory approach, the codes were identified and subsequently, the axial and selective codes of the research concept were classified. Thirteen interviews with the university experts and CEOs of the startups were done using Judgmental Sampling and Snowball Sampling methods. The research data were collected and the theoretical saturation process started with interview 11. The research findings identified 241 initial codes, 46 axial codes, and 14 selective codes. The selective codes included network capability, use of artificial intelligence, marketing capability, customer knowledge, field of activity organizational, cultural, and structural, ability, value creation for the customer, and value creation for the company, social, individual, organizational and technological values. Based on the research results, causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge affect digital marketing strategies. The digital marketing models in successful Iranian startups was formulated and presented by determining the contextual and intervening conditions, and determining the outcomes and strategies for improvement of strategies.

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