نوع مقاله : مقاله علمی-پژوهشی
نویسندگان
1 فارغ التحصیل کارشناسی ارشد مدیریت MBA، دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران
2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، اقتصاد و حسابداری، دانشگاه پیام نور، تهران، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
With the spread of the Covid-19 disease and the necessity of remote work to survive and continue business activities, various organizations have been placed in a new situation where the formation of digital marketing strategies and their implementation in cyber space has become more important. Through an intelligent and exploratory approach, this research examines the most effective cultural factors that influence the success or failure of organizations'' marketing during remote work. By analyzing the data obtained from semi-structured interviews with employees and management staff involved in the marketing departments of telecommuting organizations, this research identified behavioral patterns and cultural values that can contribute to efficiency and creativity in marketing in remote work conditions. Some of the critical factors found include emphasizing employee self-management, encouraging the creation of innovative ideas in marketing, flexibility in organizational policies and protocols, and giving importance to functional productivity rather than regular working hours. On the contrary, data analysis shows that the lack of effective communication between remote teams and management challenges in performance monitoring are the main obstacles in implementing effective marketing strategies. These findings are important, because they indicate the changing role of cultural factors that influence the marketing of organizations in the telecommuting ecosystem.
کلیدواژه‌ها [English]
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