Medical Journal of Mashhad university of Medical Sciences

Medical Journal of Mashhad university of Medical Sciences

Designing a Paradigmatic Market-Oriented Strategic Planning Model in Small and Medium Enterprises (Research Case: Health-Oriented Companies)

Document Type : Research Paper

Authors
Mahshid Ahmadi 1
Bahram Kheiri 2
Behrooz Ghasemi 3
1 Ph.D Candidate, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Associate Prof., Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.( Corresponding author)
3 Assistant Prof., Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
10.22038/mjms.2021.21822
Abstract
In this research, a model for formulating market-oriented strategic planning in small and medium enterprises (SME) was designed with a case study of Health-Oriented Companies. The research method was applied and qualitative. In order to gain a correct understanding of the most important components of market-oriented strategic planning, through targeted sampling, an in-depth interview was conducted with 15 university professors, experts, and specialists in the field of marketing and strategic marketing planning of small and medium enterprises. Then, the collected data was analyzed using Grounded Theory method to provide a comprehensive and localized model for formulating market-oriented strategic planning in small and medium-sized companies. The results showed that the central phenomena of the value chain, systemic view, market intelligence and strategic partnership, taking into account the effects of background conditions, causal conditions and moderating variables on it, can lead to Strategic effectiveness, achieving dynamic capabilities of market orientation and organizational resilience using competitive value creation strategies, development of strategic competitiveness and strategic agility as their strategy.
Keywords
Market-Oriented Strategic Planning
Small and Medium Enterrises
Health-Oriented Comanies
  1. Aghazadeh, H. (2004). Differences in strategic planning in organizations. Tadbir monthly.
  2. A. Aker. (2010). Strategic market management. Tehran: The result of the survey.
  3. David, F. R. (2011). Strategic Management CONCEPTS AND CASES. pearson.
  4. George, B., walker, R., & Monster, J. (2019). Does Strategic Planning Improve Organizational Performance? A Meta-Analysis. Public Administration Review.
  5. Finoti, L., & Regina, S. (2017). The role of the marketing strategy process in the innovativeness-performance relationship of SMEs. Marketing Intelligence & Planning.
  6. Sumiati, Ainur, R., & Sigit, P. (2019). The role of strategic planning and flexibility in shaping SME market orientation in a turbulent business environment. European Research Studies Journal, 221-236.
  7. SCHEERS, L., & MAKHITHA , K. (2016). ARE SMALL AND MEDIUM ENTERPRISES (SMEs) PLANNING FOR STRATEGIC MARKETING IN SOUTH AFRICA? Foundations of Management.
  8. Dibrell, C., B. Craig, J., & O. Neubaum, D. (2013). Linking the formal strategic planning process, planning flexibility, and innovativeness to firm performance. Journal of Business Research.
  9. Alnawas, I., & Abu Farha, A. (2020). Strategic orientations and capabilities effect on sme performance. Marketing Intelligence & Planning.
Medical Journal of Mashhad university of Medical Sciences
Volume 64, Issue 5
March and April 2022
Pages 3959-3978