نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The main challenge that made this research necessary was the inefficiency of some traditional approaches in identifying geographical locations and regional potentials for business development, which generally led to the lack of proper utilization of spatial data and, as a result, weakness in strategic economic planning. In response to this shortcoming, the aim of the present study is to examine the role of smart geomarketing and its relationship with developing a model to strengthen economic strategies in businesses. To achieve this goal, the researchers systematically coded data collected from semi-structured interviews with experts and documents related to spatial projects, using a qualitative approach and content analysis method. Finally, 6 main themes and 120 sub-codes were identified, with three key areas of “technology infrastructure”, “interactive analysis of spatial data” and “user experience in geographic environments” being of particular importance, especially in strengthening economic strategies. The final analyses indicate that integrating spatial data with advanced analytical methods provides the basis for a deeper understanding of market needs and, on the other hand, facilitates location-based decision-making by providing accurate and realistic information. It also became clear that in order to successfully implement the smart geomarketing model, organizations must have efficient data-driven infrastructures, collaboration between different units (sales, marketing, IT) and a progressive organizational culture. Comparing the present findings with previous research shows that an integrated approach between geographic analysis and economic strategies can play a significant role in improving the competitiveness and sustainable development of businesses. As a result, this study proposes innovations such as providing an integrated framework for combining technological, managerial and cultural aspects that can be very helpful for executives in different sectors.
کلیدواژهها English
