University of Isfahan New Marketing Research Journal 2228-7744 6 3 2016 11 21 Identification and Explanation of the Nature of Brand Sales Strategy in FMCGs based on Grounded Theory Identification and Explanation of the Nature of Brand Sales Strategy in FMCGs based on Grounded Theory 1 18 21069 10.22108/nmrj.2016.21069 FA Manizheh Gharecheh Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran- Iran Ahmad Roosta Assistant Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran- Iran Shahriar Azizi Associate Professor, Faculty of Management and Accounting, Shahid Beheshti University, Tehran- Iran Masoud Javidani Ph.D. Student of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran- Iran Journal Article 2016 07 03 Nowadays smart organizations consider sales in the strategic level of the organization since they have found that the sales-related decisions can providecompetitive advantage for the company and contribute significantly to the long term success of the organization. But what is sales strategy and what are its elements? Like most functional strategies, there are many disagreements and ambiguities about the nature of sales strategy. This study aims to identify and explain the nature and the elements of sales strategy in FMCG brands in Iran through Grounded Theory. Data gathering was conducted through in-depth semi-structured interviews with FMCG sales and marketing experts. Theoretical sampling was applied and theoretical adequacy was obtained by 14 interviews. Data analysis and coding based on Grounded Theory methodology revealed that brand sales strategy in FMCGs consists of 6 inter-related elements: customer portfolio, customer relationship type, sales channel portfolio, sales outsourcing orientation, product portfolio, and market portfolio, all categorized in 4 general areas of customer-related, channel-related, product-related, and market-related factors. Nowadays smart organizations consider sales in the strategic level of the organization since they have found that the sales-related decisions can providecompetitive advantage for the company and contribute significantly to the long term success of the organization. But what is sales strategy and what are its elements? Like most functional strategies, there are many disagreements and ambiguities about the nature of sales strategy. This study aims to identify and explain the nature and the elements of sales strategy in FMCG brands in Iran through Grounded Theory. Data gathering was conducted through in-depth semi-structured interviews with FMCG sales and marketing experts. Theoretical sampling was applied and theoretical adequacy was obtained by 14 interviews. Data analysis and coding based on Grounded Theory methodology revealed that brand sales strategy in FMCGs consists of 6 inter-related elements: customer portfolio, customer relationship type, sales channel portfolio, sales outsourcing orientation, product portfolio, and market portfolio, all categorized in 4 general areas of customer-related, channel-related, product-related, and market-related factors. https://nmrj.ui.ac.ir/article_21069_7cf74a0bbe8051ccd8340e25882fdf03.pdf