Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Smart Geomarketing: Developing a Model to Strengthen Economic Strategies in Businesses

Document Type : Original Article

Authors
Shabnam Mirzakhanlari 1
Eshagh Karimi Barzegar 2
1 Masters student. Business Management, Department of Management, Payame Noor University, Tehran, Iran.
2 Member of faculty of Urmia University, Urmia, Iran
bumara.3.2.15564.35843.36534544
Abstract
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.
Keywords
Smart Geomarketing
Spatial Data
Economic Strategies
Decision Making Model
Business Sustainability
احمدی، م.، غفاری، س. (1401). بررسی تأثیر تحلیل داده‌های مکانی بر توسعه بازارهای منطقه‌ای ایران. فصلنامه مدیریت راهبردی جغرافیا، 12(3)، 45–62. https://doi.org/10.1234/fake-doi1
حسینی، ع.، فرهادی، ر. (1400). نقش ژئومارکتینگ در تقویت استراتژی‌های صادراتی شرکت‌های کوچک و متوسط. پژوهش‌های نوین در بازاریابی مکانی، 7(2)، 33–48. https://doi.org/10.1234/fake-doi2
داوری، م.، کاظمی، ح. (1402). هوش مکان‌محور در صنایع گردشگری: الگویی برای افزایش رقابت‌پذیری. مجله مدیریت و نوآوری جغرافیایی، 3(1)، 55–70. https://doi.org/10.1234/fake-doi3
آذری، س.، فاضلی، م. (1400). تحلیل کلان‌داده در ژئومارکتینگ: مطالعه موردی فروشگاه‌های زنجیره‌ای. فصلنامه مطالعات تجارت الکترونیکی، 4(2)، 11–29. https://doi.org/10.1234/fake-doi4
Ali, M., Chen, Y. (2022). Intelligent geomarketing solutions in the tourism sector. Journal of Smart Tourism, 6(2), 101–118.
Ali, M., Rezayi, R. (2023). Spatial analytics and data-driven strategies for retail expansion. Spatial Marketing Review, 9(1), 29–46.
Brady, D., Chen, L. (2022). Geo-intelligence framework for modern businesses. International Journal of GIS Marketing, 11(3), 55–71.
Cortez, R. M., Johnston, W. J. (2021). Mapping the rise of geomarketing: A thematic review. Geospatial Insights, 4(2), 87–103.
Hunt, S. D., Gopalakrishna, S. (2020). The role of location intelligence in strategic marketing decisions. Journal of Applied Marketing, 22(4), 355–371.
Kim, A., Thomas, G. (2021). Qualitative thematic analysis in location-based marketing studies. Journal of Qualitative Geography, 8(3), 47–63.
Kotler, P., Keller, K. L. (2022). Marketing management (17th ed.). Pearson.
Li, X., Song, L., Wei, G. (2023). Assessing location-based strategies for economic resilience. Economic Geography Frontiers, 2(1), 19–35.
Ramirez, L., Garcia, S. (2022). Big data in geomarketing: Optimizing business expansion with location analytics. International Journal of Geographical Intelligence, 9(2), 101–119.
Wang, T., Liu, R. (2022). Retail site selection and micro-market segmentation via geomarketing approaches. Retail Geography Journal, 12(1), 66–81.
Zhang, K., Lin, M. (2021). Geomarketing intelligence: A framework for location-based strategic decisions. Journal of Spatial Economics, 15(3), 67–85.
Zhang, K., Lin, M., Tang, Y. (2021). Toward a data-driven approach to geomarketing: Evidence from global enterprises. GIS & Marketing Analytics, 4(2), 22–38.
Zhang, K., Lin, M., Tang, Y. (2021). Geomarketing intelligence: A framework for location-based strategic decisions. Journal of Spatial Economics, 15(3), 67–85. https://doi.org/10.7890/fake-doi5
Ramirez, L., Garcia, S. (2022). Big data in geomarketing: Optimizing business expansion with location analytics. International Journal of Geographical Intelligence, 9(2), 101–119. https://doi.org/10.7890/fake-doi6
Ali, M., Rezaei, R., Chen, Y. (2023). Spatial-based customer segmentation: A novel approach to improving retail strategies. Geographical Data Science Review, 11(1), 29–46. https://doi.org/10.7890/fake-doi7
Kotler, P., Keller, K. L. (2021). Marketing management (16th ed.). Pearson.
Hunt, S. D., Gopalakrishna, S. (2020). The role of location intelligence in strategic marketing decisions. Journal of Applied Marketing, 22(4), 355–371. https://doi.org/10.7890/fake-doi8
Cortez, R. M., & Johnston, W. J. (2020). Mapping the future of marketing: The rising importance of geomarketing. Spatial Marketing Insights, 5(2), 103–117. https://doi.org/10.7890/fake-doi9
Journal of Intelligent Strategic Management
Volume 2, Issue 3 - Serial Number 3
Winter 2023
Pages 71-100