Presenting the Agricultural Marketing Model with an Emphasis on the Development and Marketing of Medicinal Plants in Iran
Subject Areas : International Journal of Finance, Accounting and Economics Studies
Bijan
alizadeh
1
(PhD Student in Business Management, Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran)
Abdullah
Naami
2
(Assistant Professor, Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran (Correspondence Author: Naami122@yahoo.com))
Mohammad
Nasroallah Nia
3
(Assistant Professor, Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran)
Keywords: Keywords: marketing, Medicinal plants, Agricultural Marketing,
Abstract :
Background: Marketing plays a pivotal role in both the global and local economies. Particularly in the agricultural sector, especially the traditional type, which often remains distant from sales markets, the need for a well-developed marketing system to serve the farming community is crucial. This research aims to uncover the cognitive patterns of elites, experts, professors, and senior managers in Iran's market development from an agricultural perspective.Method: The research follows a mixed-method exploratory interpretive approach, utilizing the grounded theory technique. It consists of two parts: a qualitative section and a quantitative survey.Findings and Results: The research outcomes are presented in two main sections. The qualitative part's results were derived from three stages of coding, yielding over 108 meaningful propositions, 211 corresponding concepts, 23 sub-categories, 9 main categories, and a core category. The main categories obtained include skill development, market understanding, managers' commitment and orientation to marketing, trade liberalization, synergy in marketing, market orientation, sustainable agricultural development, globalization of markets, and agricultural promotion. Further abstraction of these categories in the selective coding phase led to the identification of a core category termed "Leading Iran's Agricultural Marketing Development."