Designing a model of strategies for carpet industry compatibility by grounded theory

Saeedi, Nima; Movahedi, Mohamad mehdi; HaghShenas Kashani, Farideh

Volume 18, Issue 42 (9-2022) goljaam 2022, 18(42): 45-62 | Back to browse issues page

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Saeedi N, Movahedi M M, HaghShenas Kashani F. Designing a model of strategies for carpet industry compatibility by grounded theory. goljaam 2022; 18 (42) : 3
URL: http://goljaam.icsa.ir/article-1-925-en.html

Designing a model of strategies for carpet industry compatibility by grounded theory

Nima Saeedi¹

, Mohamad mehdi Movahedi ^*²

, Farideh HaghShenas Kashani³

1- Faculty of Industrial Management, FirouzKouh Branch, Islamic Azad university, Firouzkouh, Iran
2- Faculty of Industrial Management, FirouzKouh Branch, Islamic Azad university, Firouzkouh, Iran (Corresponding Author)
3- Faculty of Business Administration, Central Tehran Branch, Islamic Azad university, Tehran, Iran

Abstract: (11 Views)

Nowadays one of the most important approaches to develop organizations’ competitive strength is to utilize the appropriate strategies. In this regard, organizations will be more successful by formulating and implementing proper strategies through environmental analysis. One of the powerful industries in our country is handmade carpet industry, which unfortunately has not been able to utilize advantage of its potential due to the lack of correct planning. For this mean, in the current research, a model for the strategies of the handmade carpet industry was represented with a classical grounded theory approach. The statistical population in the qualitative section included 14 senior managers who were active in the carpet industry and in the quantitative section included all the employees of this industry in the number of 425 people from which 203 ones were selected as a sample. First, through semi-structured interviews with experts and during coding process, final model of the research includes the dimensions of competitive intelligence (containing the components of dealing with black intelligence and competition), marketing strategies (containing the components of influence in new markets, promotion and market orientation) and strategic flexibility (containing the components of proactive and passive flexibility) with 23 indicators were obtained. Then, using the fuzzy TOPSIS technique, the considered strategies were ranked and finally “reducing the total price”, “copying the brand”, and “copying the design and pattern of Iranian carpets” were selected as the most important Strategies respectively. Meanwhile strategic flexibility was selected as the most important dimension. Therefore, the managers are advised product in term of international customers’ needs and desires along with compete with global rivals. Also attending categorizing, some approaches based on reducing transport costs are suggested.

Article number: 3

Keywords: Strategy, compatibility, competitive intelligence, sale and marketing strategies, strategic flexibility

Full-Text [DOCX 146 kb] (3 Downloads)

Type of Study: Research |
Received: 2024/08/2 | Accepted: 2026/02/2 | Published: 2026/08/15