Examination of the Constructs of the International Strategic Marketing Model for the Cement Industry During Sanctions

Cement production is recognized as one of the indicators of growth and development in any country, and the per capita cement consumption in each country is directly related to its economic growth rate. Cement, after water, is one of the most important and widely consumed goods globally, and it is the key raw material in the production of various construction materials and the construction of infrastructures such as bridges, roads, tunnels, etc. Cement is considered a product with adhesive properties, binding other mineral components, and at the same time, it is a low-elasticity commodity in terms of demand. This is because, in residential and commercial buildings, road construction, piers, and other applications, cement binds stones, sand, bricks, and other materials together. As such, it has become an irreplaceable product and is regarded as a strategic commodity. The present study aims to present the international strategic marketing model for the cement industry during sanctions. The research was conducted using a qualitative approach, with the statistical population consisting of managers and experts from the cement industry in Tehran province. For coding the data obtained from semi-structured interviews, the MAXQDA software (version 2020) was used. The study seeks to answer the following questions: What are the constructs of the international strategic marketing model for the cement industry during sanctions?