International Business Management
ISSN: OnlineISSN: Print 1993-5250
Abstract
Nowadays, marketing management knowledge in all aspects of the business has attracted considerable attention from researchers. The high failure rate in achieving marketing prospects and goals is one of the main challenges faced by managers in various industries. Research in the field of implementation of strategic marketing plans has not progressed along with the development of research in the field of strategy development and despite the design of quantitative and qualitative tools and inclusive models in order to formulate strategies, few research activities focus on implementing marketing strategy issues and outline the framework for reviewing the implementation of marketing strategies. The present research addresses the issue of implementing marketing strategy and obstacles encountered during the implementation process. Also, the research intended to answer the research question “What are the effects of obstacles identified in implementing marketing strategies on the implementation of marketing strategies in the Saman Bank of Iran?” The research samples consisted of 394 directors and senior experts at the Saman Bank. After classifying the barriers by exploratory factor analysis in six groups of organizational resources, structural, human resource, communication, strategic and content, structural (communication) barriers of the research model were tested using structural equation modeling technique and Friedman test and the most important barriers in each of the six of these structures were identified. The results show that the research model is at an acceptable level of fitness and among the six components identified for the model, communication barriers have the most impact and structural barriers have the lowest impact on the implementation of strategic marketing plans at the Saman Bank of Iran. At the end of the research, suggestions have been made to improve each of the identified barriers.
How to cite this article:
Hossein Dakhili. A Model to Examine the Barriers and Problems of Implementing Strategic Marketing Plans
in the Saman Bank of Iran.
DOI: https://doi.org/10.36478/10.36478/ibm.2021.187.202
URL: https://www.makhillpublications.co/view-article/1993-5250/10.36478/ibm.2021.187.202