designing a successful launch process model for innovative fast moving consumer goods (fmcg) in the dairy industries of iran: a mathematical approach

The purpose of this research is to design a successful launch process model for innovative fast moving consumer goods (fmcg) in the dairy industries of iran. the statistical population, a group of esteemed experts in producing innovative products in the dairy industry, was carefully selected. using the purposeful sampling approach, ten individuals, each with unique insights and experiences, were chosen as participants in the research. the data was collected using a semi-structured interview method. to ensure the reliability and validity of the data, two methods of reviewing the participants and reviewing the experts who were not participating in the research were employed. the reliability of the model was evaluated using the kappa index. the value of the kappa index equal to 0.639 was calculated and placed at the level of a valid agreement. interviews and coding were analysed using maxqda software. finally, based on the identified final criteria, the model derived from the grounded theory analysis method is presented. the results of the open coding of the qualitative data collected using the interview tool show that 95 open codes have been identified out of 459 parts of the interviews. ninety-five primary codes are grouped into 28 main categories. the results showed that the category of environmental factors ranks first with 74 codes, market segmentation strategy ranks second with 41 codes, and marketing mix ranks third with 39 codes. the category of environmental factors was prioritised in terms of the number of repetitions of codes and generality and comprehensiveness among the respondents, which shows the importance of this category.