Template-Type: ReDIF-Article 1.0
Author-Name: Tayebe Heydari Ardi
Author-Name-First: Tayebe
Author-Name-Last: Heydari Ardi
Author-Email: heydari.tayebe68@gmail.com
Author-Workplace-Name: PhD Student in Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
Author-Name: Majid Fattahi
Author-Name-First: Majid
Author-Name-Last: Fattahi
Author-Email: majid.fattahi59@gmail.com
Author-Workplace-Name: Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran
Author-Name: Mohammad Reza Eghbal
Author-Name-First: Mohammad Reza
Author-Name-Last: Eghbal
Author-Email: eghbal@iausari.ac.ir
Author-Workplace-Name: Assistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.
Title: Designing a Digital Marketing Model for the Internationalization of Small and Medium-Sized Dairy Enterprises
Abstract: The purpose of this study is to design a digital marketing model aimed at the internationalization of small and medium-sized dairy enterprises. Based on its objectives, this research is classified as applied-developmental. Employing a qualitative approach and utilizing the thematic analysis technique, the study seeks to propose the aforementioned model. The participant population in the qualitative phase consists of theoretical experts and practical experts. A combination of purposive and snowball sampling methods was used for participant selection. The sample size in the qualitative phase was determined based on achieving theoretical saturation, meaning interviews with dairy industry experts continued until theoretical saturation was reached, which occurred after conducting semi-structured interviews with 16 experts. Data collection in the qualitative phase was carried out through semi-structured interviews. To ensure the reliability of the qualitative phase and confirm theoretical saturation, the study employed the inter-rater agreement correlation matrix test and a dual-coder diagram. The model design and identification of primary and secondary themes were conducted using the Maxqda2020 software. The findings indicate the identification of six main themes within the digital marketing model for the internationalization of small and medium-sized dairy enterprises, including: analysis and understanding of international markets (with 5 sub-themes), establishing a strong digital presence (with 3 sub-themes), collaboration with international business partners (with 5 sub-themes), compliance with international laws and standards (with 5 sub-themes), adoption of innovative international digital marketing models (with 6 sub-themes), and building a global brand (with 2 sub-themes).
Classification-JEL: JEL
Keywords: Digital Marketing; Internationalization; Small and Medium Enterprises; Dairy Industry
Journal: International Journal of Resistive Economics
Pages: 1-14
Volume: 12
Issue: 2
Year: 2024
Month: April
DOI: 10.22034/oajre.2025.534049.1126
File-URL: https://www.oajre.ir/article_224790_fb5e086f912a449bf2e0692eb7d12749.pdf
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File-Function: Full text
File-URL: https://www.oajre.ir/article_224790.html
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Handle: RePEc:trd:journl:224790