Objective: The marketing department in small and medium enterprises (SMEs) is one of the most crucial units that interacts with the external environment and significantly influences their success during periods of economic recession. Accordingly, this study aims to examine the factors contributing to the marketing success of SMEs in Hamedan Province under recessionary conditions.
Methodology: This study employs a mixed-methods approach. Initially, the research was conducted qualitatively through interviews. At this stage, the initial codes were derived from the interviews. In the next step, the core codes were reviewed, and their relationships were examined. ultimately revealing the overall structure of the findings and identifying key categories. Finally, in the quantitative phase, the identified categories were ranked using the Friedman test.
Findings: The identified categories were divided into two main groups: external and internal factors influencing success. A total of 38 initial codes were extracted from the interviews, leading to the identification of 14 categories. These categories were then ranked using the Friedman test. A comparison of mean ranks showed that cost management ranked first with an average of 8.52, while customer orientation ranked second with an average of 8.08. The remaining factors followed in subsequent ranks.
Conclusion: The results of this study highlight the importance of interaction between internal and external factors. On the one hand, managers of SMEs must improve their internal performance by leveraging effective marketing strategies. On the other hand, governments need to implement policies that make the business environment more stable and predictable for these enterprises.