Identification and analysis of challenges and drivers of commercialization of rural knowledge-based businesses with the fuzzy Delphi method

Introduction
The villages of the Mashhad metropolitan area have unique environmental capabilities, which in turn are influenced by the importance, credibility, nature, diversity of the role and function of religious tourism in the city of Mashhad, and on the other hand by the cultural, recreational, commercial and agricultural production background. And... they can attract the population of Mashhad metropolis and other cities to their products. This is despite the fact that rural businesses in the study area have not been able to effectively enter their achievements into the market and establish an effective interaction with the market and industry in order to reach their true position in promoting local culture, production and reproduction. Achieve as an industry. Because today, there is no meaningful connection between what is done in the field of entrepreneurial "intention" in the field of commercialization, and what is obtained in the final yield and the field of "action" and "execution". In other words, there is not only a wide gap, but sometimes a deep conflict between what is mentioned in the business development programs based on technology and knowledge and what the rural business owners are involved in in the metropolis of Mashhad. This means that there is still a question as to whether rural businesses in the study area have the merit of commercialization or not. If the answer is no, which is mainly the same issue, we intend to fundamentally examine the drivers and challenges that are involved in the failure of their commercialization.

Research method (Methodology),
The statistical population of the research consists of 115 identified businesses, 75 of them according to the principle of theoretical adequacy and in proportion to the main sectors of the country's economy (42 in the industry sector, 23 in the service sector and 50 in the agricultural sector) ) was studied and it was tried so that the chances of the samples and their distribution were equal at the level of the 24 studied villages. Also, 25 experts were used (consisting of university professors and senior and middle managers of marketing and public relations of knowledge-based companies in Razavi Khorasan province) who had sufficient knowledge in this field and had at least 2 years of relevant work experience.

Findings (Results),
With the help of the content analysis method, first, the core codes taken from the six categories of "human resource management"; "Tax and Customs"; "marketing and sales"; "licensing and monitoring"; "Financial problems and supply and demand market" and "Intellectual property system" were extracted. A total of 54 core codes were extracted. In the next step, the core codes were screened using the opinions of experts and with the help of the fuzzy Delphi process in multiple rounds.
According to the obtained results and a total of two fuzzy Delphi rounds, 10 indicators were removed and the number of indicators in the conceptual model was reduced from 54 to 44 indicators. On the other hand, considering that the absolute value of the difference between the dephased or definite values in the first and second rounds for all indicators is less than 0.2, it can be said that in these two rounds, the fuzzy Delphi process has ended and indicators such as lack of attention of employees to legal personality of the company; little attention to the organization's competitive strategies; Weak monitoring of discipline and adherence to labor laws; The lack of returnability of rural elites in the direction of setting up knowledge-based businesses (related to the human resource management variable), lack of coordination between the institutions involved in the issue of exports and imports (related to the tax and customs variable), lack of training in negotiation techniques and effective communication with customers. ; Lack of training in the field of providing appropriate prices based on market analysis and competitive strategy (related to the marketing and sales variable), occurrence of fundamental changes in laws and policies after each election (related to the licensing and monitoring variable), B. Low investment in the field market research to achieve innovation; Failure to understand the needs and preferences of customers (related to the variable of financial problems and market supply and demand) were excluded from the next stage process.

Discussion
Unlike traditional businesses that may focus on tangible assets such as physical products or services, knowledge-based businesses use intangible assets such as research, development, data, and specialized skills. These businesses prioritize innovation and invest in research and development activities to create new products, services or processes. They are constantly looking to stay ahead of other businesses by adapting to market trends and emerging technologies. These types of businesses deal with large amounts of information and data. They use data analysis, market research and insights to make informed decisions and drive business strategies. However, commercialization failure in knowledge-based businesses occurs when companies fail to effectively bring intellectual property, innovative ideas, or research results to market.

Conclusion
The results of this section showed; In the dimension of poor human resource management, "not employing creative, suggestive and problem-solving human resources according to the needs of the established business (A1)"; In the dimension of tax and customs indicators, Pisran "Financial instability in relation to payment of expenses and debts (B6)"; In the dimension of Pishran's marketing and sales indicators, "Lack of importance in monitoring changes in customers' attitudes, tastes and beliefs (B8)" for the licensing and monitoring dimension, Pishran's "Expansion of corruption in the form of administrative bureaucracies (D1)"; For the dimension of financial problems and the supply and demand market, the drivers "problems in matching the product with the customer's needs (E1)"; For the dimension of the intellectual property system, the factors "Lack of financial support for patenting in the field of manufacturing knowledge-based products (F4)" have the highest calculated column value and have the most impact.