The HARMONY Framework in the Interaction of Utilitarianism and Value-Driven Marketing

This study aims to investigate the manifestation of utilitarianism in the decisions and strategies of practitioners in Iran's ceramic industry and to propose a conceptual framework for explaining the interaction of components influencing value-driven marketing. A qualitative approach was adopted, utilizing thematic analysis as the research method. The target population comprised active stakeholders in the sanitary and consumer ceramic and chinaware industry—including manufacturers, sales managers, and industry experts—across the provinces of Tehran, Yazd, Isfahan, and Semnan. Purposeful sampling with a maximum variation strategy, combined with snowball sampling, was employed until theoretical saturation was achieved. Data were collected through ۱۱ semi-structured interviews and analyzed using inductive coding. The coding process yielded ۴۸۷ initial codes, ۲۲ general concepts, and ultimately seven key components, which were conceptualized within the HARMONY framework: Health, Accountability, Responsibility, Moderation, Obligation, Needs, and Yield. To enhance the trustworthiness of the findings, triangulation, member checking with three participants, and peer debriefing were utilized. The findings revealed that utilitarianism in the ceramic industry is not a unidimensional concept but rather manifests through seven interrelated components that collectively generate the harmony necessary for sustainable value-driven marketing. As an indigenous model, the HARMONY framework provides comprehensive guidance for manufacturers, marketing managers, and policymakers in balancing occasionally conflicting interests and achieving sustainable growth within this strategic industry.

کلیدواژه ها:

HARMONY Framework ، Value-Driven Marketing ، Ceramic Industry ، Utilitarianism ، Thematic Analysis