نوع مقاله : برگرفته از پایان نامه و رساله
نویسندگان
1 دکترای کارآفرینی، پردیس بین المللی کیش، دانشگاه تهران، ایران
2 استاد، دانشکده کارآفرینی، دانشکدگان مدیریت دانشگاه تهران، تهران، ایران
3 استاد دانشکده کارآفرینی، دانشکدگان مدیریت دانشگاه تهران، تهران، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The present research was organized based on an in-depth exploratory multi-case study with participation of 15 active exporters, and through the analysis conducted on their discourse, and according to Gauri’s seven stage model, an optimal export packaging model was proposed grounded in the Five Stages of Design Thinking, the Sixteen Tools, and Four Levels of Nested Questioning Techniques. The optimal export packaging pattern based on design thinking was structured and organized based on 860 concepts, including 86 open codes, 35 axial codes, and 13 selective codes, using MAXQDA software, version 2020. The key pillars (selective codes) of the optimal pattern include packaging based on creating value-added and customer’s engagement, product centric and technology driven packaging, consideration of customers’ mental maps in packaging, intelligent and active packaging, creative packaging based on channel integration in target export markets, co creation with target customers in packaging design, adoption of diversification strategies particularly in emerging target export markets, interaction oriented and identity building packaging, cost efficient and competitive packaging based on modern and efficient transportation, executive team’s competencies in leveraging opportunities across the export packaging chain, cross ideation and creative implementation from competitors’ experiences and personal insight, re creation of packaging aligned with global standards, and the challenge of foreignness in competition with local rivals.
کلیدواژهها [English]
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