Author(s): Mohammad Abbaszadeh, Mohammad Haghighi and Mohammad Rahim Esfidani
This study sought to elicit and explore useful emerging themes for understanding key drivers of marketing channel performance in the Iranian Fast-Moving Consumer Goods (FMCG) market. In-depth interviews were conducted with fifteen senior marketing executives of the Golrang Industrial Group (GIG) to identify the key drivers of FMCG marketing channel performance. Interview data were analyzed using thematic analysis. The findings revealed that the long-term integrated policy of GIG, Explicit information system, inter-channel coordination, up-to-date market knowledge, human resource development, integrated marketing strategy, organizational relations management, economics of relationships, and personal relationship management are key emerging drivers of marketing channel performance. The identified themes in this study provide valuable insights into the key drivers of marketing channel performance for use and development by researchers and industrial stakeholders. This research fills a gap in the literature on marketing channel performance drivers in developing countries. This issue was approached by extracting marketing channel performance drivers directly from the opinions of marketing managers.