علل و پیامدهای ائتلاف برندهای زعفران صادراتی ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

2 استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

3 استادیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران.

4 دانشیار گروه مدیریت دانشگاه تبریز، تبریز، ایران.

10.22048/jsat.2021.240983.1405

چکیده

ایران بزرگ‌ترین تولید‌کننده و صادرکننده زعفران در جهان است اما در طی سال‌های اخیر سهم ایران از بازار جهانی این محصول استراتژیک ملی در حال افول بوده است. در حال حاضر برندهای زعفران صادراتی ایران در مقایسه با برندهای سایر کشورها که عمدتاً وارد کننده زعفران ایران هستند از جایگاه رقابتی مناسبی برخودار نیستند. به‌باور اکثر صاحب­نظران یکی از دلایل اصلی این موضوع عدم توجه به برندسازی زعفران صادراتی ایران در دو عرصه نظری و کاربردی بوده است. تحقیق حاضر با هدف شناسایی علل و پیامدهای حاکم بر پدیده محوری الگوی برندسازی زعفران صادراتی ایران انجام گرفته است. ابزار گردآوری داده‌ها در این تحقیق مصاحبه‌های عمیق نیمه ساختاریافته و جامعه آماری آن شامل اعضای اتحادیه صادرکنندگان زعفران خراسان رضوی بوده است. در این تحقیق از روش نمونه‌گیری هدفمند در شروع و نمونه‌گیری نظری در طی فرآیند تحقیق استفاده شد و نمونه‌گیری تا زمان رسیدن به اشباع نظری ادامه یافت. تجزیه‌وتحلیل داده‌ها با استفاده از رویکرد نظریه داده بنیاد و انجام سه مرحله کدگذاری باز، محوری و انتخابی صورت گرفت. نتایج تحقیق نشان داد مقوله «ائتلاف برندهای زعفران صادراتی ایران» پدیده محوری این الگو بوده و علل ائتلاف دربرگیرنده چهار مقوله خودتحریمی، نظام تصمیم‌گیری کلان، بیماری صنعت زعفران ایران و خودزنی صادرکنندگان و پیامدهای آن شامل سه مقوله هم‌افزایی در برندسازی، پایدارسازی و ارزش آفرینی می‌‌باشند. دستاوردهای تحقیق حاضر به‌عنوان یک الگوی بومی در تصمیم‌گیری کلیه ذینفعان و سیاست‌گذاران صنعت زعفران کشور و با هدف حفظ و توسعه موقعیت رقابتی زعفران ایران و برندهای زعفران صادراتی آن قابل بکارگیری است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Causes and consequences of Iranian export saffron brands coalition

نویسندگان [English]

  • Reza Lotfi 1
  • Samad Aali 2
  • Mortaza Mahmoodzadeh 3
  • Mohammad Faryabi Basmenj 4
1 Ph.D. Student of Business Management, Management Department, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
2 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
3 Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran.
4 Associate Professor at the Department of Management, University of Tabriz, Tabriz, Iran.
چکیده [English]

Iran is the largest producer and exporter of saffron in the world, but in recent years, Iran's share of the global market for this national strategic product has been declining. 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 the branding of Iranian export saffron in both theoretical and practical areas. The present study aimed to identify the causes and consequences of the core phenomenon of the Iranian saffron export branding model. In the present study, data collection tool was in-depth semi-structured interviews and its statistical population included members of the Khorasan Razavi Saffron Exporters Union. Purposive sampling method was used at the beginning and theoretical sampling was used during the research process and sampling continued until the theoretical saturation was reached. The Grounded Theory approach and three steps of open, axial and selective coding were performed for data analyzing. The results showed that the category of "Iranian Saffron Export Brands Coalition" is the Core phenomenon of this model. The results showed that the category of "Iranian Saffron Export Brands Coalition" is the core phenomenon of this model, the causes of the coalition 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 decision-making of all stakeholders and policy makers of the Iranian saffron industry in terms of maintaining and developing the competitive position of Iranian saffron and saffron export brands.

کلیدواژه‌ها [English]

  • Strategic Alliance
  • Co-branding
  • qualitative research
  • Grounded theory
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