Entrepreneurial Strategies of Enhancing Competitive Advantage of Medicinal Herbs in Ilam Province, Iran
محورهای موضوعی : Decision-makingمحمد جاسمی 1 , همایون مرادنژادی 2 , محمد سلاورزی 3
1 - دانش آموخته کارشناسی ارشد ترویج و آموزش کارآفرینی دانشگاه ایلام
2 - استادیارگروه کارآفرینی و توسعه روستایی دانشگاه ایلام
3 - استادیار گروه معماری دانشگاه ایلام
کلید واژه: Medicinal Plants, Ilam province, Competitive Advantage, entrepreneurial strategy,
چکیده مقاله :
Finding new ways to compete in competitive markets is the essence of strategic thinking and marketing strategy. This issue has always been addressed by the experts and scholars of economics and management overrecent decades. In this regard, the present study explores the entrepreneurial strategies to gain a competitive advantage in IlamProvincemedicinal plants. This studyemployed a mixed-methods research paradigm. In the qualitative part, Delphi method and in quantitative part the Analytic Hierarchy Process was used. The population in the qualitative part comprisedexperts in the fields of marketing, entrepreneurship and herbs in IlamProvince that among them 12 participantswere selected using purposive sampling methods. In the quantitative part, the population included 33 experts in the field of medicinal plants which were studied by census method. The data were collected using a paired comparison questionnaire and analyzed by Expert Choice11 software. Results showed that according to considered criteria in this research) differentiation strategy, ways to reduce costs, focusing on customers and market strategies, innovations and risk taking strategy) differentiation strategy plays the greatest role in gaining advantage for medicinal plants in Ilam Province.
جستجوی راههای جدید جهت رقابت در بازارهای رقابتی جوهرهی اصلی تفکر استراتژیک و استراتژی بازاریابی است. این موضوع همواره مورد توجه صاحبنظران و اندیشمندان علم اقتصاد بوده و در دهههای اخیر مورد توجه اندیشمندان مدیریت قرار گرفته است. در این راستا، پژوهش حاضر به واکاوی راهبردهای کارآفرینانه افزایش مزیت رقابتی گیاهان دارویی استان ایلام میپردازد.این پژوهش، به لحاظ هدف کاربردی و از نظر پارادایم، جز تحقیقات ترکیبی (کیفی – کمی) میباشد. در قسمت کیفی از روش دلفی و در قسمت کمّی از روش تحلیل سلسله مراتبی استفاده شده است و جامعه آماری آن در بخش کیفی صاحبنظران حوزه بازاریابی، کارآفرینی و گیاهان دارویی در استان ایلام بودند که با استفاده از روش نمونهگیری هدفمند تعداد 12 نفر انتخاب شدند و در بخش کمّی هم صاحبنظران حوزه گیاهان دارویی بودند که تعداد 33 نفر شناسایی شد که مورد تمامشماریقرار گرفتند. دادههای مورد نیاز با استفاده از پرسشنامه مقایسه زوجیگردآوریشد و با استفاده از نرم افزار Expert Choice11 مورد تجزیه و تحلیل قرار گرفتند.نتایج نشان داد، از میان معیارهای بررسی شده (تمایز، کاهش هرینه، تمرکز بر مشتری و بازار، نوآوری و ریسکپذیری) ، استراتژی تمایزبیشترین نقش را در به مزیت رساندن گیاهاندارویی استان ایلام دارد.
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