Conceptualization of Integrated Marketing Model Based on Building Industry Supply Chain of Maskan Bank: An Iranian State Bank

Document Type : Production & Operations Management

Authors

1 PhD Candidate, Management Faculty, Azad University, North- Tehran branch/Tehran/Iran

2 Member of the faculty of North Tehran Azad University

3 Management Faculty/Azad University, Tehran-North Branch/Tehran, Iran

4 Management Faculty/ Allameh Tabatabaie University/ TehranT Iran

Abstract

For a long time Iranian specialized Banks have used the same marketing model as Commercial Banks have done. According to various and wide spread credits and money internal transactions in housing and building market, there are more potential opportunities for exploring marketing goals. In this research, housing & building industry's supply chain is the marketing goal. by using Grounded Theory based on studies, recited researches and documents, The apologist planed Interviews with experts in fields of banking, Economy and building Industry, Identifying informant Factors of Bank Maskan 's conceptualizing marketing model, based on housing & building industry's supply chain. for this identification, It is necessary to find main issues, factors and dimensions through content analysis, Open, Axial and Selective coding method. To do this, researcher had many direct interviews with banking experts, Bank Maskan's top managers, Deputy of Economy Ministry, Deputy of Road & Urban Ministry, Mayor of Tehran, Members of board directors of Bank Maskan, some Building Industry's members of board directors, Builders, some experts in consulting engineers, architects and urban designers. By content analysis through text obtain from all interviews, come from audio & video files, Open, Axial and Selective coding are reachable. during the research using Delphi method, first, Identify Factors, concepts and make 6 dimensions based on Corbin Strauss method are used to form marketing model of Bank Maskan, have been appeared based on Integrated housing and building supply chain That comes from mentioned conceptual and Paradigm model.

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History

  • Receive Date: 18 September 2020
  • Revise Date: 26 February 2021
  • Accept Date: 26 April 2021

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