طراحی و تبیین چارچوب بازاریابی استراتژیک در شرکت‌های جهانی زاد: ابعاد و راهبردها، آمیخته و پیامدها

در سال‌های اخیر شکل جدیدی از شرکت‌ها با عنوان شرکت‌های جهانی‌زاد شکل گرفته که تاثیر چشمگیری در توسعۀ اقتصادی کشورهای مبدا داشته است. با‌توجه به ویژگی‌ها و مقتضیات خاص این شرکت‌ها در ورود و بازاریابی در کشورهای مقصد نیاز به ارائۀ چارچوبی ویژه برای بازاریابی استراتژیک شرکت‌های جهانی‌زاد بیش‌ از پیش احساس می‌شود؛ از این رو در پژوهش حاضر برای ارائۀ چارچوبی جامع با انجام دادن مرور سیستماتیک پیشینۀ پژوهش پس از جست‌وجو نظام‌مند در پایگاه‌های اطلاعاتی معتبر علمی، غربال و انتخاب مقاله‌های مناسب 48 مقاله بررسی شد. در این پژوهش کدهای استخراج‌شده از مقاله‌ها با استفاده از روش فراترکیب در 4 مقولۀ اصلی، 9 مقولۀ فرعی و 22 شاخص طبقه‌بندی شد که عناصر اصلی چارچوب بازاریابی شرکت‌های جهانی‌زاد را تشکیل داد. سرانجام، یافته‌ها نشان داد که چارچوب بازاریابی شرکت‌های جهانی‌زاد از چهار مقولۀ اصلی، ابعاد (مشتری‌محوری و قابلیت محوری)، راهبردها (شبکه‌محور، سازمان‌محور و بازارمحور)، آمیختۀ بازاریابی جهانی‌زاد (3p3c) و پیامدها (راهبردی، تاکتیکی) تشکیل ‌شده است. با‌توجه به رقابت فزآینده در گسترۀ جهانی، استفاده از چارچوب بازاریابی استراتژیک به کارآفرینان برای ایجاد و بازاریابی شرکت‌های جهانی‌زاد کمک شایانی خواهد کرد. همچنین، مدیران سازمان‌ها و کسب‌وکارها برای افزایش رقابت‌پذیری و سهم بازار، حضور در بازارهای جهانی و بهبود عملکردشان می‌توانند توجه بیشتری به بازاریابی جهان‌زاد داشته باشند.

design and explanation born global strategic marketing framework: dimensions and strategies, mix and consequences

in recent years, a new form of companies has been formed under the name of born global companies with a significant impact on the economic development of the countries of origin. considering the specific characteristics and requirements of such companies in entering and marketing in destination countries, the need to provide a unique framework for strategic marketing of born global companies is felt more and more. therefore, in order to provide a comprehensive overview, the present study conducted a systematic review of the literature after a systematic search in reliable scientific databases, sifting and selecting 48 articles. by using the meta-synthesis method, the codes extracted from the articles were classified into 4 main categories, 9 sub-categories, and 22 indicators, which formed the main elements of the marketing framework of born global companies. the findings show that the marketing framework of born global companies consists of four main categories, dimensions (customer-oriented and capability-oriented), strategies (network-oriented, organization-oriented, and market-oriented), born global marketing mix (3p3c), and consequences (strategic, tactical). considering the increasing competition in the world, using this model will help entrepreneurs create born global companies. in addition, managers of organizations and businesses can pay more attention to born global marketing in order to increase competitiveness, market share, and presence in global markets and ultimately improve their performance. introductionin recent years, the formation of born global companies as important and distinct organizations around the world has grown significantly. born global companies are small or medium-sized, young and entrepreneurial companies with limited resources that choose to be international in the very early stages of their business development despite the limitations of being young, small, and limited in resources. in fact, the main characteristic of born global companies is their ability to overcome initial obstacles and enter global markets without having a prominent presence in domestic markets. today, due to the rapid growth of these companies and the dynamics of international markets, there is an urgent need to know the factors that influence their marketing management. as it is known, in the existing studies, researchers have separately examined a part of the born global marketing process. this is while a comprehensive marketing framework has not been provided in this field. therefore, the main goal of the current research is to provide a comprehensive framework for born global marketing. methodologyin order to obtain research objectives, a qualitative approach was used. in this study, seven steps were considered for the meta-synthesis method (i.e. specifying the research goal (determining the study question), systematic review of research literature, search for keywords and selection of relevant articles, extraction of information from articles, analysis and integration of findings from qualitative studies, quality control, and presentation of the conceptual model or results). several different databases (science direct, emerald, scopus, google scholar, and springer) and search engines were examined. the articles studied in this study were from 2000 to 2021. after a systematic search, 508 articles were found, and after several levels of screening, 48 articles remained for analysis. then, based on the analysis conducted using the thematic analysis method, primary codes were extracted, and based on that, the main categories, sub-categories, and dimensions were determined. findingsbased on the results, the codes extracted from the articles were classified into 4 main categories, 9 sub-categories, and 22 indicators, which formed the main elements of the marketing framework of born global companies. the findings show that the marketing framework of born global companies consists of four main categories, dimensions (customer-oriented and capability-oriented), strategies (network-oriented, organization-oriented, and market-oriented), born global marketing mix (3p3c), and consequences (strategic, tactical). the findings of the present research provided a comprehensive framework for strategic marketing in born global companies, which have the four main pillars of dimensions, strategy, mix, and consequences of global marketing. conclusions  the basis of born global companies for market creation is based on two general customer-oriented and capability-oriented approaches. the strategies of born global companies to create a competitive advantage in global markets include network-oriented, organization-oriented, and market-oriented strategies. the marketing mix in born global companies is 3p3c. 3p means product, price, and place. global standard products, global pricing, and global place distribution show the need to adapt to the global market. 3c’s are used to develop and promote marketing, which includes company trademarks, communications, and collecting information. knowing the dimensions, strategy, and mix of global marketing and their appropriate selection for born global companies has strategic and tactical consequences. strategic consequences include competitive, communication, and value creation consequences that have a macro-level impact on born global performance, and tactical consequences in the three areas of product, market, and customer.