Providing an innovative business model based on digital marketing capabilities with an approach based on foundational data theory

Document Type : Research Paper

Author

Business Management - Azad University-Birjand-Iran

Abstract

As companies can differentiate themselves in the quality of the products offered, they can also adopt different business models. In the business model, it refers to the search for new logics of a company and new ways of creating value for shareholders and focuses on finding ways to earn money and transfer value to customers, suppliers and partners. Today's competitive intensity, businesses need constant innovation and optimal use of digital marketing capabilities to survive and grow. Innovation means the realization and commercialization of creativity through the combination of different types of knowledge to introduce a new idea or product to the market, and it means a new product or a creative product offered by a business enterprise. In today's world, the use of digital marketing is very important as one of the key tools for the survival and growth of businesses. However, many companies have not yet been able to exploit the full capacities of this capability to create innovation in their business models. With intense global competition, innovation has become a necessary and necessary component for companies' strategies, through which companies use productive and productive production processes to perform better in the market scene, to gain credibility, reputation and positive image. gain in the perception of customers and thus achieve a reliable competitive advantage (Zandhasami and Ashtianipour, 2013: 5). Therefore, the aim of this research is to provide an innovative model for businesses based on digital marketing. Qualitative method and database theory approach were used in this research. Sampling was done in a targeted manner and 20 experts in the field of marketing management, business and entrepreneurship were selected in industrial towns and universities of Kerman province. Data were collected through semi-structured interviews and then analyzed using the comparative method of Strauss and Corbin and in three stages of open, central and selective coding. The results of the research showed that the causal conditions for innovative businesses based on digital marketing include two main categories, i.e. the necessity of use (expansion of the Internet, globalization and the necessity of innovation in advertising) and structural power (creativity, expertise, motivation to change and organizational culture). The background conditions also include the readiness of the technological infrastructure, related laws and the suitability of the conditions. Also, intermediary conditions including environmental and internal factors (organizational and industrial situation) have an effect on the implementation of this model. The strategies developed in this model include the stages of research and research, understanding the dimensions of digital marketing, implementation, branding and evaluation. The implications of this model include increased profitability, improved customer relationships, business development, and increased flexibility. This model can help businesses to implement innovative and efficient strategies to increase their competitiveness by taking advantage of digital marketing capabilities.

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Main Subjects

References

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Journal of Entrepreneurship Development
Volume 18, Issue 2
July 2025
Pages 183-212

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