Identifying and Evaluating the Value Chain of Rural Businesses with Branding Potential (Case Study: Turkmen Sahra of Golestan Province)

Document Type : Research Paper

Authors

1 PhD Graduate, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

2 Associate Professor, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

3 Professor, Department of Geography and Rural Planning, Faculty of Humanities, Tarbiat Modares University, Tehran, Iran.

Abstract

The present study examines rural businesses based on two approaches of branding and value chain as a way to activate businesses to increase productivity and achieve competitiveness. This article is a descriptive-analytical study based on probability and targeted methods in sampling and data collection. In order to analyze the data, the sum of mean scores, standard deviation, coefficient of variation, techniques of weighted summation and multi-criteria decision making (ARAS) have been used. The statistical population of the study included 220 university professors, experts of government departments and rural managers; they are made up of district heads, representatives of district councils, and representatives of villagers and business owners. The results show that among the explanatory indicators of brand products in rural areas, the satisfaction index with a weight of 0.095 is in the first place, and adaptability with a weight of 0.091 and quality orientation with a weight of 0.086 are in the next ranks. And among the common businesses and products of the region; cotton farming with a coefficient of 0.971 is in the first priority, carpet weaving with a coefficient of 0.966 is in the second priority, traditional food with a coefficient of 0.952 is in the third priority, horse breeding with a coefficient of 0.943 is in the fourth priority and ecotourism resorts with a coefficient of 0.924 are in the fifth place for branding planning. Also, the results of value chain analysis indicate that as a complementary tool for branding, activities can be identified and categorized using various business operations to determine marketing strategies and pricing policies.

Keywords

References

Abbasi, L., Sharifzadeh, M. Sh., Abdullah Zadeh, Gh. H., & Mahboubi, M. R. (2017). Entrepreneurial Marketing Mechanism in Agricultural Cooperatives: Special Approach to Branding, Journal of Entrepreneurship in Agriculture, Vol. 4, No. 2, 73-86.
Amani, Z. (2016). Branding in Iranian Handicrafts (Pottery), Al-Zahra University Master's Thesis in Handicrafts under the guidance of Dr. Mahin Sohrabi.
Anaraki, Z., Ismail Karami Dehkordi, I., Ahmad Gheidi, A., & Taheri, H. (2012). Issues and Problems in the Value Chain of Laying Poultry Breeding Case Study of Qom Province, First National Conference on Strategies for Achieving Sustainable Development, Tehran, Ministry of Interior.
Bellu, L. G. (2013). Value chain analysis for policy making methodological guidelines and country cases for a quantitative approach. EasyPol Series,(129), 178.
Brachert, M., Titze, M., & Kubis, A. (2011). Identifying industrial clusters from a multidimensional perspective: Methodical aspects with an application to Germany. Papers in Regional Science, 90(2), 419-439.
Esfahanian, Z. (2011). Study, selection and development of a suitable model for creating and developing the saffron brand in the Iranian consumer market, M.Sc. Thesis, University of Social Sciences and Economics, under the guidance of Dr. Mirza Hassan Hosseini.
Farajirad, KH., & Kazemian, Gh. (2012). Local and regional development: an institutional perspective. First Edition.
Farfan, O. H. (2005). Understanding and Escaping Commodity-Dependency: A Global Value Chain Perspective. Prepared for the Investment Climate Unit International Finance Corporation The World Bank Group. 1-38.
Ghaffari Darab, M., Yarmohammadian, M. H., Khorasani, E., & Alaghemandan, H. (2014). The Role of Value Chain in Improving the Quality of Health Services, Health Information Management 11(6), 799-811.
Golabi, A. M., & Mehrabi, R. (2010). Identifying and conceptualizing the entrepreneurial branding process in small and medium enterprises, First International Conference on Management, Innovation and Entrepreneurship, Shiraz.
Hassan Gholipoor, T., Divandari, A., & Abbasi Bani, F. (2014). A Comparative Study of the Perception of Iranian Exporters and Importers of the United States from the Strategy of Branding of Iranian Handmade Carpets in the US Market, Management Quarterly. 441-454.
Kanama, D., & Nakazawa, N. (2017). The effects of ingredient branding in the food industry: case studies on successful ingredient-branded foods in Japan. Journal of Ethnic Foods, 4(2), 126-131.
Kotler, P., & Keller, K. L. (2007). Marketing management 12 th Ed. New Delhi, Prentice-hall of India.
Khodadad Hosseini, S. H., Golabi, A. M., & yadollahi, J. (2014). Designing Entrepreneurial Branding Process Model in Small and Medium Business Industries, Brand Management Quarterly. First Year(1), 13-44.
Mccall, T. (2003). institutional desigh for community opportunity and capacity, community development journal vol,38,no.2.
Merrilees, B. (2007). A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), 403-415.
Moradi, A. (2008). Brand Position in Advertising, Master Thesis, University of the Arts, Visual Communication, under the guidance of Dr. Kamran Afshar Mohajer.
Mousavi, S. M. (2017). Identification of Fig Value Chain with Emphasis on Market-Based Promotion (Case Study: Tarom County), Master's Thesis in Agricultural Extension and Training, University of Zanjan.
Mousavi, S.N., Sepahvand, R., & Shariatnejad, A. (2017). Explaining the components of urban branding with emphasis on the tourism industry Case study of Khorramabad city, Tourism and Development Quarterly, sixth year, fourth issue.
Pirhadi, O. (2016). Identification of Factors Affecting Brand and Trademark in Relation to Empowerment and Influence of Fast-Earned Enterprises in the Internal Market, Master's Thesis in Industrial Engineering.
Pourabdollahi, V. (2017). Value Chain Analysis in Ardabil Beekeeping Industry, Master's Thesis in Industrial Management.
Rahbar, S. S. (2011). A Study of the Value Chain of Rasht Shalikobi Industrial Cluster, M.Sc. Thesis, Guilan University, Supervised by Dr. Reza Esmailpour.
Rezvani, M. R., Baghbani, H.R., & Jafari, S. (2014). New Paradigms of Rural Development Policies and Governance, Darkhovin Publishing, Isfahan, Second Edition.
Salehi, S., Ikhlasi, A., & Tahri, M. (2016). Development of a brand-oriented model in service organizations with emphasis on airlines, Quarterly Journal of Business Reviews. 76, 74-85.
Sharif, A. M., & Tarikul Islam, M. D. (2017). Branding for Successful Employment: A Practical Approach, Global Journal of Management and Business Research:Volume 17 Issue 3 Version 1.0. PP. 19-28.
Stimson, R., Stough, R.R., & Salazar, M. (2009). Leadership and institutions in Regional Endogenous Development,Edward Elgar.
Tarhami, N. (2017). A Study of Factors Affecting the Improvement of Cotton Value Chain in North Khorasan Province,. M.Sc. Thesis in Rural Development, Zanjan University.
Webber, M., & Austin, J.E. (2007). Using value chain approaches in agribusiness and agriculture in Sub-Saharan Africa. Tools That Make Value Chains Work: Discussion and Cases. Patrick Labaste, the World Bank.
Zavadskas, E., & Turskis, Z. (2010). A new additive ratio assessment (ARAS) method in multicriteria decision making, Technological and Economic Development of Economy 16:2, 159-172.
Journal of Rural Research
Volume 12, Issue 2
September 2021
Pages 218-231

Files

History

  • Receive Date: 06 May 2020
  • Revise Date: 20 August 2020
  • Accept Date: 30 August 2020

Share

How to cite

Statistics