Abstract

There is a deep gap in the literature of marketing management in designing the process of company turnaround based on the inductive method and based on the experiences of successful resuscitation companies. The main issue in this study is the existence of many problems in in-crisis business companies and how to solve them under personalized marketing in the industrial city of the country. Therefore, the main purpose of the study is to investigate the turnaround process of in-crisis business companies with personalized marketing (case study: the industrial city of Iran). This research is exploratory research that in terms of purpose and nature is practical and descriptive-survey and field type, respectively. Theoretical bases of the study were obtained through library study method and its data by random sampling and researcher-made questionnaire that has been approved by experts. In this study, in addition to formal content validity, the convergent and factor validity were also used. The target statistical population of this research was 2700 people of managers and staff of offices and management companies of industrial estates of Iran, as well as the second community, were experts, professors, and strategic executives aware of industry and marketing. The sample consisted of 394 randomly selected staff managers and staff and 15 experts were selected from the snowball method. Descriptive and inferential statistics with SPSS and Lisrel were used to answer the research question, to investigate the hypotheses, and to analyze the data collection. The results showed that factors such as causal conditions, contextual factors, liquidity, crisis control, outcomes, and personalized marketing elements were identified by the experts. Therefore, the key suggestion was to utilize an efficient tool in analyzing the data of crisis companies to help make the right decisions and to try to reduce costs and control and monitor the progress of strategic marketing programs in in-crisis companies.