![]() ![]() Company's management characteristics are considered as the intervening conditions as well as the characteristics of internet of things equipment and services, the characteristics of internet of things users / customers and the preferences and benefits expected by internet of things users / customers as the underlying conditions. These variables including market orientation, intensity of competitive environment, emergence of technological innovations and the existence of resource constraints in these companies as excellent conditions as well as company's organizational characteristics variables. Therefore, the discovered model was approved and the results obtained from it, showed the importance of various variables role. '''Conclusion''': The model obtained by structural equation modeling with partial least squares approach was evaluated by Smart PLS software, which showed that the model fits well. '''Findings''': A model for purposeful marketing of companies providing internet of things equipment and services was identified. The GOF model was used for overall evaluation of fit index. To evaluate the obtained model, structural equation modeling technique with partial least squares method (PLS-SEM) and Smart PLS software was used. Then, the data were analyzed by MAXQDA 2018 software. '''Methodology''': Using purposeful nonprobability sampling and snowball method, 19 people were interviewed semi-structured and in-depth as a research sample, which resulted in five stages of data adequacy. According to the systematic model of the grounded theory approach, 75 experts with knowledge of the research topic and related work experience were identified and selected for the statistical population. '''Background''': The objective of this study is to design an purposeful marketing model based on customer clustering of companies active in the field of internet of tings industry with the grounded theory approach of the Strauss and Corbin. Purposeful Marketing Model in Companies Providing Internet of Things Products based on Grounded Theory Approach ![]()
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