Abstract
Objective: The aim of this research was providing a conceptual framework for analyzing ethical marketing in the sports manufacturing industry.
Methodology:The research method was selected type of qualitative research qualitative With Grand Theory Approach. The statistical population consisted of two parts of the human community (company directors, university professors, etc.) and the information society (books, articles, documents, media pages, etc.). Sampling was judged by a sufficient number based on theoretical saturation (21 people, 44 document). The research tool was a library study and systematic exploratory interviews. instrument validity evaluated and approved based on the legal and scientific credibility of the sample, expert opinion and an agreement between the editors. A conceptual coding method based on matrix and system analysis was used to analyze the data. For data analysis was used the multi-stage coding method with matrix and system analysis approach.
Results: The research framework derived from coding included three levels. First level coding was done based on the structural nature of the components and included community, market, management, business, consumption and interaction. The second level coding was based on the role and the environment, the company and the customer was determined. Third level coding was done based on the paradigmatic nature of the components And was includes; assumptions and values, responsibilities and norms, challenges and issues, strategies and solutions and the results and consequences.
Conclusion: Based on research findings, it can be said that promotion of ethical marketing in the sports manufacturing industry is possible at different levels, dimensions and stages. Therefore, by overview values and norms, it is better to adopt strategies, resolve challenges, and identify payment considerations, it has achieved the desired outcomes in all three areas of customer, company and environment.
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