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Title of the item:

علل و پيامدهاي ائتلاف برندهاي زعفران صادراتی ايران. (Arabic)

Title :
علل و پيامدهاي ائتلاف برندهاي زعفران صادراتی ايران. (Arabic)
Authors :
لطفی, رضا
عالی, صمد
محمودزاده, مرتضی
فاریابی, محمد
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Alternate Title :
Causes and Consequences of Coalition of Iranian export Saffron Brands. (English)
Source :
Saffron Agronomy & Technology; Summer2021, Vol. 9 Issue 2, p209-224, 16p
Abstract (English) :
Iran is the largest producer and exporter of saffron in the world. However, Iran's share of the global market for this national strategic product has declined in recent years. Currently, Iranian saffron export brands do not have a good competitive position compared to brands in other countries, which are mainly importers of Iranian saffron. According to most experts, one of the main reasons for this is the lack of attention to branding of Iranian export saffron in both theoretical and practical fields. The present study is aimed to identify the causes and consequences of the core phenomenon of the Iranian saffron export branding model. The data collection tool in the present research study is in-depth semi-structured interviews, and the statistical population in this study consists of members of the Khorasan Razavi Saffron Exporters Union. The purposive sampling method was used initially, and theoretical sampling was used during the research process, and sampling continued until the theoretical saturation was reached. The Grounded Theory approach and three open, axial and selective coding steps were performed for data analysis. The results showed that the "Iranian Saffron Export Brands Coalition" category is the Core phenomenon of this model. The coalition causes include four categories: self-sanction, macro decision-making system, Iranian saffron industry disease, and self-harm of exporters and its consequences, including three categories of synergy in branding, stabilization, and value creation. The achievements of the present study can be used as an indigenous model in the decision-making of all stakeholders and policymakers of the Iranian saffron industry in terms of maintaining and developing the competitive position of Iranian saffron and saffron export brands. [ABSTRACT FROM AUTHOR]
Academic Journal
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