Document Type : original-application paper
Authors
Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
Abstract
Purpose: By increasing knowledge about the role of the brand in the success of industrial markets, the attention of buyers and suppliers in the industrial market, understanding the major factors affecting the performance of the industrial brand becomes important. Today, the petrochemical industry has played an important role in non-oil exports. Therefore, companies related to the petrochemical industry can play an effective role in the economic development of the country by creating an industrial brand. The purpose of this research is to analyze the factors affecting brand performance in the petrochemical industry.
Methodology: In this study, through literature study, interviews with industry-related experts and analysis of data obtained through data analysis of the foundation, the main criteria related to brand performance were identified and classified, and in the next step using Dimatel decision method, the causal network structure of the criteria and sub-criteria were examined.
Findings: In the qualitative phase of the paradigm model of the research, 10 main criteria were identified, including brand equity, sales efficiency, innovation in response, company reputation, modeling, brand-based organizational capital, organizational competitive strategies, distribution, product quality, production and volume and finally using Dimatel decision making method, organizational competitive strategies were identified as the most influential factor.
Originality/Value: In this article, while using the appropriate features of qualitative and quantitative methods, provided a deeper understanding of the key factors affecting the success of the petrochemical industry brand performance and by providing a new model provides better competitiveness in this industry
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