Iranian Journal of Operations Research
مجله انجمن ایرانی تحقیق در عملیات
IJOR
Basic Sciences
http://iors.ir/journal
0
user
2008-1189
10.29252/iors
en
jalali
1400
3
1
gregorian
2021
6
1
12
1
online
1
fulltext
fa
Provide agile marketing capability model for the development of health tourism industry
Mathematical Modeling and Applications of OR
Mathematical Modeling and Applications of OR
پژوهشی
Original
<span style="font-size:11pt"><span style="line-height:normal"><span style="text-autospace:none"><span style="font-family:"Calibri",sans-serif"><i><span style="font-size:10.0pt"><span style="font-family:"Times New Roman",serif"><span style="letter-spacing:-.25pt">Competing in today's marketplaces necessitates mobilizing resources and improving critical capabilities, one of which is agile marketing, or the capacity to quickly and cost-effectively react to changing international markets. The goal of this research is to create a model of agile marketing capability in the health tourism business so that it can progress. The agile marketing capacity model in health tourism was built and presented utilizing the data theory of the foundation using a qualitative research method and interviews with experts in the field. The research findings led to the identification of 38 secondary codes and finally 14 main concepts that in the form of paradigm model, the central category of agile marketing capabilities (specialized and structural capabilities), causal conditions (human capital, technology and understanding customer needs, existing structures and competition), Strategies (cost leadership and differentiation leadership strategies) are underlying factors (appropriate advertising and communication channels), interveners (environmental factors) and outcomes (improving marketing performance and sustainable development).</span></span></span></i></span></span></span></span><br>
Marketing capabilities, Agile Marketing, Health tourism, Data Theory Foundation
93
108
http://iors.ir/journal/browse.php?a_code=A-10-1422-30&slc_lang=fa&sid=1
Anoosh
Omidi
Anoosh
Omidi
anooshomidi@gmail.com
1111111111
1111111111
No
Ferdowsi University of Mashhad
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih
Alireza
Pooya
Alireza
Pooya
alirezapooya@um.ac.ir
1111111111
1111111111
Yes
Ferdowsi University of Mashhad
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih
Hadi
Bastam
Hadi
Bastam
bastam.hadi@gmail.com
1111111111
1111111111
No
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih,Iran
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih,Iran
Ali
Hosseinzadeh
Ali
Hosseinzadeh
hosseinzadeh56@gmail.com
1111111111
1111111111
No
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih,Iran
Torbat-e-Heydareih,Islamic Azad University Torbat-e-Heydareih,Iran