Authors
1
PhD student in Business Administration - Marketing, Department of Management, Faculty of Economics - Management and Administrative Sciences, Semnan University, Iran
2
PhD student in Civil Engineering - Structural Engineering, Department of Civil Engineering, Faculty of Civil Engineering, Semnan University, Iran
3
Professor, Department of Management, Faculty of Economics - Management and Administrative Sciences, Semnan University, Iran
4
Assistant Professor, Department of Civil Engineering, Faculty of Civil Engineering, Semnan University, Iran
5
Assistant Professor, Department of Civil Engineering, Technical and Engineering Faculty, Behbahan Khatam Alanbia University of Technology, Iran
Abstract
This study investigates the influence of climate and temperature on the development of regional marketing strategies for cement and plasticizer products in Khuzestan Province. Given the unique climatic conditions of this region, it is crucial to understand how these factors impact production, product quality, consumption, and marketing to devise effective strategies that enhance competitiveness and adapt to environmental changes. The research employs a mixed-methods approach, combining qualitative and quantitative methods. In the qualitative phase, semi-structured interviews with 12 industry experts were conducted, and thematic analysis resulted in the extraction of 14 sub-themes and 7 main themes. Based on these findings, a questionnaire was designed and distributed among 10 managers and producers. The data were analyzed using structural equation modeling, and the model fit indices indicated satisfactory validity (Cronbach’s alpha = 0.84, RMSEA = 0.045, CFI = 0.958, TLI = 0.950, SRMR = 0.035). The qualitative results revealed that climate affects various aspects, including production processes, product quality, consumer behavior, management practices, innovation, and sustainability. The quantitative analysis confirmed that over 70% of respondents emphasized the importance of adapting products to local climatic conditions and highlighted the role of innovation and quality improvement in strengthening competitiveness.
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