Presenting a Multilevel Model of Organizational Capacities Affecting Brand Positioning of Food Companies with a Mixed Approach

Abstract

Objective: The main objective of this study was to present a multilevel model of organizational capacities affecting the brand positioning of food companies using a mixed approach.

Methodology: The present research is applied in terms of objective and mixed in terms of methodology. The statistical population of this study includes senior managers and marketing and sales managers active in the food industry. The sampling in this study was conducted theoretically. The sample size for the data was collected based on interviews with 13 managers from various levels (middle and senior) of well-known and active companies in the food industry. For data analysis, MAXQDA - Excel software was used. Additionally, a structural-interpretive approach was employed.

Findings: The results of open coding of qualitative data collected through interviews indicated that the initial codes were categorized into 16 main categories, including perceived quality, perceived value, brand satisfaction, company public relations, market research and market creation, production capability, company networking, organizational learning, innovation, employee commitment, the ability to interact intelligently with customers, the intellectual and strategic thinking of senior managers, the ability to convey goals to company employees, management commitment to enhancing employee capabilities, knowledge integration, organizational activities, and management consultability.

Conclusion: It can be concluded that the multilevel model of organizational capacities affecting the brand positioning of food companies has several levels of priority, allowing policymakers to focus on the more important levels.