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A well-designed marketing strategy is critical for the survival of any company in today’s competitive market. To be formulated and implemented effectively, a marketing strategy must be phased and aligned to levels in the organization. This study aims to advance a three-tier hierarchical framework of marketing strategies, including corporate, business and functional levels. The authors use the proposed framework to select the most appropriate marketing strategy based on the factors relevant to a factory that produces sporting goods.

The authors conduct a literature review to identify marketing strategies at corporate, business and functional levels. To appraise strategies at the corporate and business levels, the authors use market share as a key criterion. When evaluating functional strategies, the authors use criteria categorized into organizational, economic and customer dimensions. Additionally, the authors conduct interviews to assess strategies at the first level and use the best worst method to appraise strategies at the other two levels.

The authors use the suggested structure for a company producing sports goods in Iran. According to the results, an offensive approach and customer orientation are the most appropriate strategies at corporate and business levels. Additionally, offensive advertising and managerial capabilities are identified as the best portfolio of strategies and the most important criterion at functional level, respectively.

So far, a specific category of marketing strategies has not been implemented at corporate, business and functional levels. Accordingly, there is not a framework of criteria to evaluate the strategies at each level. The approach is implemented in the case of a sportswear manufacturer in a developing country, where quantitative analysis has been lacking until now.

Business schools play a significant role in providing individuals with the ability to adapt to constantly changing environments. Such agile organizations require deans who, as leaders, possess the knowledge and attributes of astute and responsible executives. In this regard, the measurement of the attributes of leadership paves the way for evaluating a leader’s options process. In this study, we measure the attributes of leadership to pave the way for evaluating a leader’s decision-making process.

The rich data included the opinions of 93 university professors from seven countries: Iran, India, China, France, the UK, Canada and the USA. In appraising the responses, the authors considered the nationality and the development level of each participant’s country and continent. In this study, the authors developed an online questionnaire based on the best-worst method (BWM). By performing a one-way analysis of variance (ANOVA), the authors also determined the significant statistical differences of the scientific communities through the lenses of authentic leadership, leader-member exchange and social identity and leadership.

The results provide evidence of transparency, measured as the most important criterion for leading a business school, i.e. knowledgeable deanship. Furthermore, the findings reveal a meaningful difference between developed and developing countries in the context of an authentic leadership pillar.

This paper contributed to the literature in five major ways as follows: The authors investigated the attitudes of scientific communities from different countries, business schools, BWM, dean selection and leadership evaluation.By means of the BWM, the authors measured the criteria culminating in the selection of a knowledgeable leader for a business school.The authors compared and contrasted the attitudes of scientific communities in developing countries vis-à-vis those in developed ones.The authors addressed the differences and similarities among countries in relation to the selection of a knowledgeable business school leader.The authors provided beneficial insights by addressing the different perspectives of researchers on the weights of the criteria involved in the selection procedure for a business school dean.