Determining of Marketing Mix Components to improve sales performance in startup companies in Islamic culture


  • Mehrgan Malekpour Free University of Bozen-Bolzano, Italy
  • Hamed Gholami Kordkheili Mazandaran University, Iran
  • Morteza Yazdani Institute of Dynamic Management, Vilnius Gediminas Technical University, Lithuania
  • Mariano Méndez-Suárez ESIC University-ESIC Business & Marketing School, Spain



Marketing mix, Sales performance, Startup companies, Islamic culture



Currently, one of the main concerns of startup companies is the sales of their products. Sales reduction is an issue that managers in startup companies are struggling with. The aim is to determine effective components of the marketing mix on sales performance in startup companies in Islamic cultures.

We collect information related to measuring variables using field methods and questionnaire through library studies. The statistical population is including all startup companies in Iran; 20 companies were selected from the available probability sampling method in Tehran, of which the data of 14 companies are correct. 383 questionnaires have been completed in these 14 companies. From five marketing mix examined factors; product, packaging, and promotion have positive effects on sales performance in startup companies. The research is innovative because no research has been done relevant to startup companies in Islamic culture.

Author Biographies

Mehrgan Malekpour, Free University of Bozen-Bolzano, Italy

Mehrgan Malekpour is a PhD student in Management at the Free University of Bozen-Bolzano, Italy. She received her BA in Business Administration from the University of Mazandaran. Mehrgan graduated from Alghadir Institute of Higher Education with a Master of Science in Business Administration-International Marketing. Her research interests involve marketing, focusing on digital transformation, customer satisfaction, product innovation, and retail marketing. Before joining the PhD program, Mehrgan worked for 12 years in various sales and marketing roles at Iranian companies in the food industry.


Hamed Gholami Kordkheili, Mazandaran University, Iran

Hamed Gholami-Kordkheili has a Master's degree in Executive Management from Mazandaran University. His Master's thesis was focused on the Effect of Human Resources Strategies on Manpower Productivity. Hamed got his Bachelor's degree in Industrial Management at the same University and presently serves as a Marketing Manager at Solico Group, a multinational food company in Iran, with over 6 years of work experience. His academic and work background led him to work on Consumer Behavior, Marketing Strategy, Cross-cultural studies, Sustainability, and Retailing.

Morteza Yazdani, Institute of Dynamic Management, Vilnius Gediminas Technical University, Lithuania

Morteza Yazdani, PhD, serves as chief research fellow at the Institute of Dynamic Management, Vilnius Tech, Lithuania, and a full-time senior researcher at Universidad Internacional de Valencia-VIU in Spain. He worked full-time at Universidad Loyola Andalucia, Seville, for two years and at Toulouse University in France, ESIC University, and UAM Madrid. Morteza handles research in Management and Operations, specifically decision-making theories, supply chain management, and sustainable development. Dr Yazdani is an associate editor at the Journal of Intelligent and Fuzzy Systems and Journal of Public Affairs and a member of the Editorial Board of the International Journal of Productivity and Performance Management and Sustainable Operations and Computers.  He teaches Operations Management, Business Mathematics, etc.

Mariano Méndez-Suárez, ESIC University-ESIC Business & Marketing School, Spain

Mariano Méndez-Suárez has a PhD. in Business. Head of the Research Department at ESIC University. His research interests include areas such as the marketing finance interface and the ethics of artificial intelligence. He has experience as a consultant in project valuation under uncertainty and business flexibility valuation.

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