Designing an Entrepreneurial Digital Marketing Ecosystem For online retailers Iran

Document Type : Research Paper

Authors

1 Ph.D. Student in Faculty of management, Islamic Azad University, Sanandaj,Iran

2 Associate Prof., Faculty of management Accounting, Allameh Tabataba,i University, Tehran, Iran

3 Assistant Prof., Faculty of management, Azad University, Sanandaj, Iran

Abstract

Digital entrepreneurship marketing ecosystem as a new form of business organization that uses effective resources. Investigating the studies and previous studies, the researchers first extracted the concepts, but due to the non-relevance of some of the factors extracted to the current state of Iran's retail retailers, using the two methods of interviewing and Delphi, experts were used. . The research method is a qualitative and quantitative mixture and is considered as an objective, developmental, and applied goal. Firstly, through an interview with 18 experts, the components were identified. The initial model was then developed by 12 Internet Retailers Managers and 3 Academic Experts 98 Indicators and 25 Concepts of the digital entrepreneurship marketing ecosystem of Internet Retail Companies. In the third step, in order to confirm the initial model, experts were interviewed and managers of the Internet retailer were interviewed and classified by exploratory factor analysis method. Based on the results, external factors, internal, values, and casting actors constructed the final model. The final model provides new concepts for product development through interactive investment, integrated channels, Bigdata, sustainable services, shared economies, Prosumer, and the existence of various actors.

Keywords

References

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Consumer Behavior Studies Journal
Volume 5, Issue 2
December 2018
Pages 135-154

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