Un modelo de marketing con causa (cause-related) para el sistema bancario de Irán: un enfoque fenomenológico
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2020-06-30
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Universidad EAFIT
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A pesar de que el concepto de marketing con causa (Cause-Related Marketing) lleva cuatro décadas cursando en la literatura académica de los negocios y del marketing, aún no hay un acuerdo general respecto a la definición, el contenido y el alcance del marketing, particularmente en países como Irán. A este respecto, aunque este artículo examinará y presentará el marco conceptual de esta temática durante su periodo de desarroll inicial, lo que pretende es obtener un modelo conceptual para el marketing con causa en el sistema bancario de Irán. De esta manera, el concepto de marketing con causa será analizado respecto a su origen, evolución, contenido y alcance, así como respecto a varias definiciones bien conocidas. En la primera parte se hace una reseña de la literatura pertinente sobre el tema y se integran los hallazgos de los investigadores precedentes. La segunda sección se elaboró mediante el método fenomenológico y entrevistas detalladas con varios expertos en el sistema bancario. La población de este estudio la constituyen gerentes senior del Banco Keshavarzi y la estrategia de muestro fue no aleatoria, por conveniencia, en la que se utilizaron métodos de muestreo teóricos. A este respecto fueron seleccionados 16 gerentes senior del Banco Agrícola de Irán como muestra estadística para la recolección de datos. Los datos cualitativos se analizaron mediante el software MaxQDA12pro usando codificación abierta y axial. En los resultados se hace una separación del concepto de marketing con causa de otros términos similares o relacionados, y se hace una descripción de varios tipos de campañas de marketing con causa. Finalmente, se usó el método fenomenológico para proveer y asignar las dimensiones y componentes del marketing con causa en el sistema bancario de Irán. El análisis de los resultados de las entrevistas muestra que el marketing con causa en el sistema bancario tiene dimensiones directas (en la dirección, en la economía y en las características de las actividades causales) e indirectas (componentes sociales, científicos, culturales, religiosos y geográficos).
Despite almost four decades of introducing the Cause-Related Marketing (CRM) concept into business and marketing literature, there is still no general agreement as to the definition, content, and scope of marketing, in particular, in countries such as Iran. In this regard, while this article will examine and present the conceptual framework of this issue during the period of creation, it aims to achieve a conceptual model for Cause-Related Marketing in the banking system of Iran. For this reason, the concept of Cause-Related Marketing is analyzed in terms of its origin and evolution, content and scope, and various well-known definitions. The first part reviews the subject literature and integrates the findings of previous researchers. The second section was done by the phenomenological method and through a detailed interview with banking system experts. The study population was senior managers of Keshavarzi Bank, and the strategy of sampling was non-random, available, and utilized theoretical sampling methods. In this regard, 16 senior managers of the Agricultural Bank of Iran were selected as the statistical sample for data collection. Qualitative data were analyzed using open and axial coding using the MaxQDA12pro software. Findings separate the concept of Cause-Related Marketing from other related or similar terms and describe various types of Cause-Related Marketing campaigns. Finally, the phenomenological method was used to examine and provide the dimensions and components of Cause-Related Marketing in the banking system of Iran. Analyzing the results of the interviews shows that Cause-Related Marketing in the banking system has direct (management, economic, and characteristics of the causal activities) and indirect (social, scientific, cultural, religious, and geographical components) dimensions.
Despite almost four decades of introducing the Cause-Related Marketing (CRM) concept into business and marketing literature, there is still no general agreement as to the definition, content, and scope of marketing, in particular, in countries such as Iran. In this regard, while this article will examine and present the conceptual framework of this issue during the period of creation, it aims to achieve a conceptual model for Cause-Related Marketing in the banking system of Iran. For this reason, the concept of Cause-Related Marketing is analyzed in terms of its origin and evolution, content and scope, and various well-known definitions. The first part reviews the subject literature and integrates the findings of previous researchers. The second section was done by the phenomenological method and through a detailed interview with banking system experts. The study population was senior managers of Keshavarzi Bank, and the strategy of sampling was non-random, available, and utilized theoretical sampling methods. In this regard, 16 senior managers of the Agricultural Bank of Iran were selected as the statistical sample for data collection. Qualitative data were analyzed using open and axial coding using the MaxQDA12pro software. Findings separate the concept of Cause-Related Marketing from other related or similar terms and describe various types of Cause-Related Marketing campaigns. Finally, the phenomenological method was used to examine and provide the dimensions and components of Cause-Related Marketing in the banking system of Iran. Analyzing the results of the interviews shows that Cause-Related Marketing in the banking system has direct (management, economic, and characteristics of the causal activities) and indirect (social, scientific, cultural, religious, and geographical components) dimensions.