Modern Strategies of Marketing the New Dairy Products in Iran

Abstract

The dairy industry has a major part in the added value and occupation of agriculture. The products of this industry have a significant proportion in the Iranian family consumption basket by providing the cheapest protein sources in the country. The goal of this study was to identify the relationship between the life cycle of the product (growth and maturity stage) and marketing strategies (the creation and development of new products) through innovation strategy (market and learning orientation). This study was done from March until September 2018 in the Bazar Gostar Pagash Co. of the region one in the country, which includes the provinces such as Gilan, west Azarbayjan, east Azarbayjan, Qazvin, Zanjan, and Ardebil as one of the five regions of the milk industry of Iran (Pegah). The hypotheses were tested using partial least squares structural equation modelling (PLS‐SEM). The findings of this study revealed that the product lifecycle and innovation strategy both have a significant and positive effect on marketing strategy (new product creation and development). The findings of this research make a significant contribution to the body of knowledge in this field and should assist scholars and innovation managers to better understand the importance of the relationship between marketing strategy activities and product innovation strategy in the context of the dairy firm.