Document Type : Research
Authors
1 Department of management , birjand branch, Islamic azad University, birjand, Iran
2 *Ph.D. student of Business Administration of Azad Birjand University
Abstract
As the origin of barberry, South Khorasan province produces more than 95% of the world's barberry and as a product that has unique characteristics; It is one of the competitive advantages of Iran and South Khorasan province. Due to the lack of annual rainfall and limited water resources, this province is used for a lot of production in industry, agriculture and barberry production. Also, this product plays a significant role in preserving and developing native and local resources, and this issue adds to the relative and competitive advantage of this product. Therefore, this research seeks to answer the question that what are the factors influencing the realization of the competitive advantage of the barberry product with an emphasis on local indigenous capacity in South Khorasan Province. The "model" pattern has been used. To collect information from scientific and library sources and databases, and the structured table tool has been used to collect field data from 25 experts. The results of the interviews led to the identification of 418 primary codes in the form of 100 categories. Convergent categories were merged into a larger category under the title of "component" and 22 components were extracted and divided into 5 core codes. Holding effective training courses for farmers in the field of planting methods, providing financial facilities and granting credit facilities with appropriate conditions to farmers and barberry traders and conducting market research to understand the needs of customers and competitors, improving marketing strategies and participating in industry events, exhibitions and festivals It is recommended to increase the awareness of this product in the country and internationally.
Keywords
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