An Export Performance Model for the Industry of Flower and Ornamental Plants in Mazandaran Province by Using the Grounded Theory Approach

محورهای موضوعی : Strategic planning

نرگس مهدئی ¹ , فانیمجید فانی ² , Majid Fattahi ³

1 - دستیار پژوهشی دانشگاه
2 - استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران
3 - Assistant professor, Department of Management, Sari Branch, Islamic Azad University, Sari, Iran

تاریخ دریافت : 1400/09/10 تاریخ پذیرش : 1401/02/05 تاریخ انتشار : 1401/09/10

کلید واژه: ornamental plants, infrastructure, Mazandaran Province, Grounded Theory, Export development,

چکیده مقاله :

Despite the fact that Mazandaran province is one of the important hubs of flower and plant production in Iran, has a high potential for flower and plant production and is adjacent to most consumer countries in the world (e.g., Russia), it does not play a significant role in the field of export. So, this research aimed to design an export development model for the industry of ornamental plants and flowers in Mazandaran province using a qualitative approach. Data required were collected with in-depth semi-structured interviews. The interviewees included 16 experts and activists of the export of ornamental plants and flowers in Mazandaran province who were selected by the snowball method based on the theoretical saturation index. The data were analyzed and the conclusions were drawn by the grounded theory approach which provides a limited theory. The data analysis was performed in three stages: open, axial, and selective coding. The paradigmatic model derived from the findings of the research includes causal conditions, strategies and consequences, intervening conditions, and contextual conditions. The analysis of the data showed that the model for the development of the export of ornamental plants and flowers from Mazandaran province is composed of 19 factors including export hydrocephalus, technology, and experience and commitment as causal conditions, management capabilities, export terminal, targeted modeling (leading countries benchmark), networking, processing, competitive strategies, export marketing and branding, and hard and soft infrastructures as strategies, business diplomacy and sustainable economic growth as consequences of implementation of strategies, business environment and formalization-centralization of export structure as contextual conditions, and finally global red ocean and global evolution as intervening conditions. How they relate to each other is presented in the final model.

چکیده انگلیسی:

با وجود آن که استان مازندران یکی از قطب­های مهم تولید گل و گیاهان زینتی در ایران است و از پتانسیل بالایی در تولید برخوردار است و نیز علی­رغم همجواری با کشورهای پرمصرف دنیا (نظیر روسیه)، در صادرات این صنعت نقش چشمگیری نداشته است. بر این اساس، هدف پژوهش حاضر، طراحی الگوی توسعه صادرات صنعت گل و گیاه زینتی استان مازندران با استفاده از یک رویکرد کیفی (رویکرد داده بنیاد) بوده است. داده­های این پژوهش با استفاده از مصاحبه­های عمیق و نیمه باز جمع­آوری گردیده است. مصاحبه شوندگان شامل 16 نفر از خبرگان، فعالان و دست­اندرکاران صادرات در صنعت گل و گیاهان زینتی مازندران بودند که به روش نمونه گیری گلوله برفی انتخاب شدند و نمونه گیری تا اشباع داده­ها ادامه یافت. برای تجزیه و تحلیل داده­ها از رویکرد نظریه پردازی داده بنیاد استفاده شده است که نظریه محدودی را ارائه می کند. داده­ها طی سه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری گزینشی مورد تحلیل قرار گرفتند. مدل پارادایمی حاصل از یافته­های پژوهش، تصویری از شرایط علی، مقوله­های محوری، شرایط زمینه­ای، شرایط مداخله گر، راهبردها و پیامدها بوده است. تجزیه و تحلیل داده­های جمع­آوری شده نشان داد که در توسعه صادرات صنعت گل و گیاهان زینتی استان مازندران، 19 فاکتور موثرند که هیدروسفالی صادراتی، تکنولوژی، تجربه وتعهد بعنوان شرایط علی، قابلیت­های مدیریتی، پایانه صادراتی، الگوبرداری هدفمند (بنچ مارک کشورهای پیشرو درصنعت)، شبکه­سازی صادراتی، فرآوری، استراتژی­های رقابتی، بازاریابی صادراتی و برندینگ، توسعه زیرساخت­های نرم­افزاری و سخت­افزاری صادرات بعنوان راهبردها و نیز رشد پایدار اقتصادی و تقویت دیپلماسی تجاری بعنوان پیامد اجرای راهبردها معرفی شدند. همچنین فضای سیاسی و اقتصادی کسب و کار و رسمی­سازی-متمرکزسازی ساختار صادراتی (بازآفرینی دولت) بعنوان شرایط زمینه­ای و نهایتا اقیانوس قرمز صنعت در بازارهای جهانی و کنش­های جهانی بعنوان شرایط مداخله گر درنظر گرفته شدند که ارتباط آنها در مدل نهایی ارائه گردیده است.

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