Designing a Brand Model in Social prodution to Improve Domestic Clothing Industry

Subject Areas : Business Management

Sayed mousa Khademi ¹ (Assistant professor of business management, Payame Noor University, Tehran, Iran)
MirzaHasan Hoseini ² (Professor, Department of Business Management, Payame Noor University, Tehran, Iran)
Mohammad mehdi Parhizgar ³ (Assistant professor of business management, Payame Noor University, Tehran, Iran)
Fahime Askari ⁴ (Ph.D.candidate , Department of Business Management, Payame Noor University, Tehran, Iran,)

Received: 2020-09-30 Accepted : 2021-01-24 Published : 2022-06-22

Keywords: branding, Grounded Theory, social manufacturing, domestic clothing industry,

Abstract :

The present study aims to design a brand model in the social manufacturing efficiency of the domestic clothing industry. The present study has a descriptive-explanatory design. The qualitative data required for the interview were collected from social manufacturing activists in the textile industry. Sampling in this study was done using theoretical sampling method. To design a brand model in the social production efficiency of the domestic clothing industry, Strauss and Corbin’s grounded theory was used. Based on the results of open and axial coding, the factors of communication networks, industry dynamics, branding goals and motivations, social production associations and authorities’ support are among the causal factors. Capacities of participation, brand development, legal frameworks, agile organizational structure, training capacities of branding and ideation capabilities in branding are in the category of requirements. Legal ownership challenges, management challenges, planning challenges and unpredictable developments are among the intervening factors. Also, custom manufacturing, improving the quality of services, improving relations with the target market, developing brand research activities, increasing organizational agility, developing ideas to increase brand power, developing partnership networks and integrating micro-social producers are among the most important strategies. Reducing costs, increasing profitability, optimal planning and development of communication channels are among the most important consequences of the research model.

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