IDENTIFICATION AND EXPLANATION OF THE NATURE OF BRAND SALES STRATEGY IN FMCGS BASED ON GROUNDED THEORY

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GHARECHEH MANIZHEH; ROOSTA AHMAD; AZIZI SHAHRIAR; JAVIDANI MASOUD

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Title

IDENTIFICATION AND EXPLANATION OF THE NATURE OF BRAND SALES STRATEGY IN FMCGS BASED ON GROUNDED THEORY

Author(s)

GHARECHEH MANIZHEH | ROOSTA AHMAD | AZIZI SHAHRIAR | JAVIDANI MASOUD | Issue Writer Certificate

Keywords

BRAND SALES STRATEGYQ1

SALES STRATEGY ELEMENTSQ1

COMPETITIVE ADVANTAGEQ2

FAST-MOVING CONSUMER GOODSQ1

GROUNDED THEORYQ1

Abstract

Nowadays smart organizations consider sales in the strategic level of the organization since they have found that the sales-related decisions can provide COMPETITIVE ADVANTAGE for the company and contribute significantly to the long term success of the organization. But what is sales strategy and what are its elements? Like most functional strategies, there are many disagreements and ambiguities about the nature of sales strategy. This study aims to identify and explain the nature and the elements of sales strategy in FMCG brands in Iran through GROUNDED THEORY. Data gathering was conducted through in-depth semi-structured interviews with FMCG sales and marketing experts. Theoretical sampling was applied and theoretical adequacy was obtained by 14 interviews. Data analysis and coding based on GROUNDED THEORY methodology revealed that BRAND SALES STRATEGY in FMCGs consists of 6 inter-related elements: customer portfolio, customer relationship type, sales channel portfolio, sales outsourcing orientation, product portfolio, and market portfolio, all categorized in 4 general areas of customer-related, channel-related, product-related, and market-related factors.

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APA: Copy

GHARECHEH, MANIZHEH, ROOSTA, AHMAD, AZIZI, SHAHRIAR, & JAVIDANI, MASOUD. (2016). IDENTIFICATION AND EXPLANATION OF THE NATURE OF BRAND SALES STRATEGY IN FMCGS BASED ON GROUNDED THEORY. NEW MARKETING RESEARCH JOURNAL, 6(3 (22) ), 1-17. SID. https://sid.ir/paper/194601/en

Vancouver: Copy

GHARECHEH MANIZHEH, ROOSTA AHMAD, AZIZI SHAHRIAR, JAVIDANI MASOUD. IDENTIFICATION AND EXPLANATION OF THE NATURE OF BRAND SALES STRATEGY IN FMCGS BASED ON GROUNDED THEORY. NEW MARKETING RESEARCH JOURNAL[Internet]. 2016;6(3 (22) ):1-17. Available from: https://sid.ir/paper/194601/en

IEEE: Copy

MANIZHEH GHARECHEH, AHMAD ROOSTA, SHAHRIAR AZIZI, and MASOUD JAVIDANI, “IDENTIFICATION AND EXPLANATION OF THE NATURE OF BRAND SALES STRATEGY IN FMCGS BASED ON GROUNDED THEORY,” NEW MARKETING RESEARCH JOURNAL, vol. 6, no. 3 (22) , pp. 1–17, 2016, [Online]. Available: https://sid.ir/paper/194601/en

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