Descriptive Explanation of the Process of Commercial Soft Technology Diffusion in Iran's Oil Industry Using Grounded Theory

The purpose of this study is to describe the process of commercial soft technology diffusion in Iran’s oil industry. The study employed grounded theory and deeply interviewed 19 experts in Iran’s oil industry. According to the analysis of conducted interviews and applying open, basic and selective coding. 785 final codes, 184 concepts and 71 sub-themes were extracted. The Process for the commercial soft technology diffusion of Iran's oil industry (Causal conditions: needs and requirements of the industry, requirements of the knowledge-based economy and management, basic theme: The process of commercial soft technology diffusion; Contextual conditions: cultural, economic, political, technological, innovative and environmental contexts; Intervention conditions: Top management support, young and educated personnel, mental models of industry personnel and management style; strategies: culture development, educational activities, outsourcing and consulting services; Results: excellence of human resources, improving productivity, improving the competitiveness of the industry and improving the country's macroeconomic situation) was explained.