Providing a model of effective factors on the export of handmade carpets from the perspective of dynamic capabilities and marketing capabilities with emphasis on the attitude of target customers

Document Type : Research Paper

Authors

1 Department of Business Management, Khorramshahr International Branch, Islamic Azad University, Khorramshahr, Iran

2 Management Department, Faculty of Economic and Social Sciences,,Shahid Chamran University of Ahvaz, Ahvaz, Iran

3 Department of Management, Shahid Chamran university of Ahvaz, Ahvaz, Iran

10.34785/J018.2023.001

Abstract

The importance of paying attention to the prosperity of strategic products such as hand-woven carpets in order to gain competitive advantages for this important product is very high, but effective researches in this field have not been done. Therefore, the aim of this research is to "design a model of factors affecting the export of handmade carpets from the perspective of dynamic capabilities and marketing capabilities with an emphasis on the attitude of target customers. The foundation has been analyzed with the Strauss and Corbin approach. In order to collect data in the first step (ISM qualitative studies), inductive and in the second step (SEM quantitative studies) were used. The statistical population is the structural-interpretive method of experts. The findings showed that the model of factors affecting the handmade carpets export of includes economic factors, political factors, product quality, marketing capability, up-to-date knowledge in the field of activity, legal protection, job security, and Communication is marketing and the variables of job security and up-to-date knowledge are among the most important factors in this field.

Keywords

References

 
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