Un modelo de marketing con causa (cause-related) para el sistema bancario de Irán: un enfoque fenomenológico
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Keywords
Marketing relacionado con la causa, responsabilidad social, sistema bancario, actividades humanitarias, organizaciones sin fines de lucro, estrategia de ganar-ganar, organizaciones sin ánimo de lucro
Resumen
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).
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Ali Valipour, Universidad Islámica de Azad, sucursal de Ahar
Departamento de Gestión, sucursal de Abhar, Universidad Islámica de Azad, Abhar, Irán (dirección: No. 247, esquina de la calle Patrice Lumumba, autopista Jalal-e-Ale-Ahmad, Teherán, Irán, código postal: 94316-14459, correo electrónico: av 2330893@gmail.com), ORCID: https://orcid.org/0000-0002-1488-1035 Último título: MAMahmoud noraei, Universidad Islámica de Azad, sucursal de Ahar
Departamento de Gestión, Sucursal de Abhar, Universidad Islámica de Azad, Abhar, Irán (Dirección: Facultad de Gestión, Complejo de la Universidad Islámica de Azad, Sucursal de Abhar, Road of Abhar-Khorram Transit Valley 4th km, Provincia de Zanjan, Irán, Código postal: 45619- 34367, Email: mahmoudnoraei9696@yahoo.com), ORCID: https://orcid.org/0000-0002-9449-4528 Último título: Doctorado en Gestión
Kamyar Kavosh, Universidad Islámica de Azad, sucursal de Ahar
Departamento de Gestión, Sucursal de Abhar, Universidad Islámica de Azad, Abhar, Irán (Dirección: Facultad de Gestión, Complejo de la Universidad Islámica de Azad, Sucursal de Abhar, Carretera de AbharKhorram Transit Valley 4th km, Provincia de Zanjan, Irán, Código postal: 45619-34367, Email: kamyarkavosh68 @ gmail.com), ORCID: https://orcid.org/0000-0002-5268-2942 Último título: Doctorado en GestiónLos autores que publican en esta revista están de acuerdo con los siguientes términos:
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