Identifying dimensions of forward-looking marketing based on sustainable innovation in the handmade carpet industry
Subject Areas : Jounal of Marketing Management
masoud karimimazraehshah
1
,
farrokh tellohosseini
2
*
,
امیر عباس فرهمند
3
1 - PhD. Candidate, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
2 - Assistant Prof., Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
3 - Assistant Prof., Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran
Keywords: forward-looking marketing, sustainable innovation, handmade carpet industry, sustainable development,
Abstract :
Introduction: The Iranian handmade carpet industry, as a symbol of Iranian culture and art, is facing challenges such as sanctions, market stagnation, and competition with machine products. Forward-looking marketing based on sustainable innovation is a key approach to maintaining and developing this industry in domestic and global markets.
Objective: The objective of this research is to identify and model forward-looking marketing based on sustainable innovation in the Iranian handmade carpet industry and to examine the causal and contextual conditions affecting the formation of this model.
Research Method: A qualitative study was conducted using qualitative data analysis and open, axial, and selective coding. Data were collected and analyzed through in-depth interviews with industry experts and a review of specialized sources.
Findings: Causal conditions include environmental and economic pressures, the necessity of innovation and sustainability, supportive policymaking, and leadership transformation, which pave the way for the formation of forward-looking marketing based on sustainable innovation. The background conditions also include rich cultural heritage and indigenous knowledge, traditional and family production structure, and strong communication networks, which provide a suitable platform for the development of this model. The main phenomenon of the research is the future-oriented marketing model based on sustainable innovation, which is explained in four main components: identifying the dimensions of the model, organizational structure, mission statement and responsibilities, and marketing staff capabilities. Key strategies include market development, branding and brand resilience, product and process innovation, utilization of new technologies, networking, training and empowerment, circular economy, and collaborative innovation. The consequences of implementing this model are increasing competitive advantage, brand resilience, demand and sales, economic and cultural sustainability, improving service quality, developing industrial networks, and increasing export market share.
Conclusion: Future-oriented marketing based on sustainable innovation, considering the causal and contextual conditions, provides a comprehensive framework for the sustainable development of the Iranian handmade carpet industry. This model will pave the way for economic growth and the development of domestic and international markets by promoting brand resilience, utilizing new technologies, and preserving cultural heritage.
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