فصلنامه علمی مطالعات راهبردی فرهنگ

فصلنامه علمی مطالعات راهبردی فرهنگ

شناسایی عوامل زمینه‌ای در مدل تجاری‌سازی فرش استان مرکزی، مطالعه موردی: فرش ساروق

نوع مقاله : مقاله پژوهشی

نویسندگان
حسن اکبری 1
مهرداد صادقی 2
بدری شاه طالبی 3
1 گروه مدیریت ، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران
2 گروه مدیریت ، واحد اصفهان (خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران (نویسنده مسئول)
3 گروه مدیریت آموزشی ، واحد اصفهان( خوراسگان)، دانشگاه آزاد اسلامی، اصفهان، ایران،
10.22083/scsj.2025.538370.1301
چکیده
این پژوهش باهدف شناسایی عوامل زمینه‌ای در مدل تجاری‌سازی فرش ساروق در استان مرکزی بر اساس نظر خبرگان دانشگاهی و اجرایی با استفاده از روش کیفی و استراتژی «داده بنیاد» انجام شد. در این تحقیق که یک پژوهش بنیادی از نوع توصیفی اکتشافی است، ابزار اصلی پژوهش مصاحبه‌های نیمه‌ساختاریافته با افراد آگاه و متخصص در حیطه موضوع پژوهش بود که نمونه‌گیری به‌صورت گلوله‌برفی از میان خبرگان، متخصصین و مدیران صاحب‌نظر و مرتبط با صنعت فرش که ویژگی‌های موردنظر را داشتند انجام شد. پس از انجام 15 مصاحبه و جمع‌آوری اطلاعات، کدهای به‌دست‌آمده در بخش‌های مختلف تجزیه‌وتحلیل شد و در مراحل سه‌گانه کدگذاری باز، محوری و انتخابی برخی مفاهیم، مقوله‌های رویش یافته از درون داده‌ها تا رسیدن به اشباع، شناسایی گردید. درنهایت بر اساس دیدگاه مصاحبه‌شوندگان این پژوهش 36 مفهوم، 5 مقوله فرعی در زیرمجموعة مقولة اصلی عوامل زمینه‌ای تجاری‌سازی فرش ساروق استخراج شد. با بهره‌گیری از عوامل می‌توان در ایجاد و تقویت تجاری‌سازی فرش ساروق در استان مرکزی بهره گرفت.
کلیدواژه‌ها
تجاری سازی
تجاری سازی فرش
عوامل زمینه ای
ساروق
داده بنیاد

موضوعات

عنوان مقاله English

Identifying underlying factor in the carpet commercialization model of Markazi Province, Case study: Saroog carpet

نویسندگان English

Hassan Akbari 1
mehrdad sadeghi 2
badri shahtalebi 3
1 Department of Management.Isf.C., Islamic Azad University, Isfahan, Iran: h.akbari835@iau.ac.ir
2 Department of Management.Isf.C., Islamic Azad University, Isfahan, Iran: Mehrdad1361@iau.ac.ir
3 Department of Educational Management.Isf.C., Islamic Azad University, Isfahan, Iran
چکیده English

Introduction: Handicrafts represent traditions, skills, and sources of income. Among them, handwoven carpets are a key component, categorized into handmade and machine-made types. The Persian carpet, as a cultural and commercial symbol of Iran, has recently faced several challenges, including a decline in demand, marketing issues, poor material quality, workforce shortages, and foreign competition. Commercialization serves as the process of transforming ideas into marketable products, thereby creating value. Several commercialization models, such as those proposed by Goldsmith and Kubo, highlight the mechanisms of this transformation. This study focuses on the Sarough carpet of Arak, a well-known export brand, emphasizing its contributions to employment generation, competitiveness, exports, quality improvement, tourism development, cultural preservation, financial management, and business growth.
Commercialization is defined as the conversion of an idea into a product through coordinated activities in marketing, finance, and production. Despite its historical strength in carpet exports, Iran’s global market share has dropped from 26 percent to much lower levels, mainly due to sanctions, emerging competitors, and weak marketing strategies. Therefore, adopting an aggressive revitalization strategy is essential for restoring the industry’s global position.
Methods: This study is qualitative and applied, conducted using the grounded theory approach. Data were collected through library research (books and academic articles) and semi-structured interviews. The statistical population included carpet experts, managers, and management professors, among whom 15 participants were selected through purposive sampling until theoretical saturation was achieved. The credibility of the data was ensured using the criteria of Corbin and Strauss and Lincoln and Guba-including credibility, transferability, dependability, and confirmability. The reliability of the data was confirmed through inter-coder agreement (73%). The sample comprised eight academic experts and seven practitioners, with five holding master’s degrees and ten holding doctorates. Data analysis was performed using open, axial, and selective coding, leading to the development of the final conceptual model based on the relationships among extracted concepts.
Findings: The analysis of interview data led to the identification of 32 subcategories grouped into six main categories of contextual factors influencing the dynamism of the carpet industry. First, economic stability emerged as a key factor, encompassing elements such as exchange rate fluctuations, inflation, and investment risk, all of which play a crucial role in maintaining market stability. Second, skilled labor was identified as a major challenge, reflecting the shortage of experienced weavers and human resource difficulties. Third, education-covering areas such as production, sales, and commercialization-was recognized as a vital element for improving quality and expanding the market. Fourth, meritocracy was identified as a managerial factor, involving the selection of specialists, the inclusion of young professionals, and the presence of inexperienced individuals in decision-making processes. Fifth, the status of the Carpet Center, characterized by weak management and unstable pricing systems, was recognized as another significant category. Finally, growth and development, with emphasis on branding of Arak carpets and the revival of Sarough carpets, was identified as a contextual driver enhancing the industry’s standing. Collectively, these six categories form a coherent framework of contextual conditions affecting the sustainability and development of the carpet industry.
Conclusion: The Persian carpet, as a symbol of Iranian culture, requires commercial revitalization to regain its global prominence. Recommendations include monitoring the supply chain, establishing carpet-focused NGOs, and enhancing governmental support in areas such as financial aid, intellectual property protection, and online platforms. Furthermore, adopting a resilient economic strategy and developing a comprehensive development plan-covering financial, marketing, educational, and competitive aspects-are crucial. Additional measures include introducing carpet identification certificates, exporter standardization and ranking systems, price reduction strategies, post-sanction recovery programs, gradual reduction of state dependency, the creation of a carpet museum, and subsidies for exhibition participation. Together, these initiatives can strengthen Iran’s carpet industry, promote sustainable development, and preserve its cultural heritage.

کلیدواژه‌ها English

Commercialization
Carpet Commercialization
contextual factor
Saroog
grounded theory
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