Mazandaran's share of ornamental plants and flowers industry's exports has been decreasing over the past ten years, despite its proximity to CIS countries. The aim of research was to achieve a stratified model of effective factors in the export development of ornamental
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Mazandaran's share of ornamental plants and flowers industry's exports has been decreasing over the past ten years, despite its proximity to CIS countries. The aim of research was to achieve a stratified model of effective factors in the export development of ornamental plants and flowers in Mazandaran in the form of a comprehensive stratified operational model that has a practical nature. By reviewing the research literature and attracting the opinions of experts, the subject was identified in the form of 22 factors and 98 indicators. The basis of the research was the judgments of a group of experts and export experts and export producers from Mazandaran, who were selected based on a purposeful judgmental sampling. The validity of the researcher-made questionnaire was confirmed by experts. The data obtained from the questionnaires were analyzed using interpretative structural modeling, and were drawn in terms of influence or impact on 6 levels in an interactive network. The findings showed that factors "International political and economic characteristic" and "Recreation of government in development of export" have the greatest impact on the export development of the flowers and ornamental plants industry and are considered the most basic factors and the factors "Improvement of commercial diplomacy", "Sustainable growth of economic" were also at the lowest level of effectiveness. Also, the driving force and dependence of other factors were also identifyed, in order to explain the effectiveness of the factors in the export development of this industry.
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