Strategies and Tactics for the Development of Fruit and Vegetable Export from Iran to Russia
محورهای موضوعی : Strategic planning
رحمت على صابرى حقایق
1
(دانشجوی دکتری مدیریت بازرگانی گرایش سیاستگذاری بازرگانی پردیس البرز دانشگاه تهران، تهران، ایران)
طهمورث حسنقلیپور
2
(استاد مدیریت بازرگانی دانشکده مدیریت، دانشگاه تهران، تهران، ایران)
هاشم آقازاده
3
(دانشیار مدیریت بازرگانی دانشکده مدیریت دانشگاه تهران، تهران، ایران)
محمد طالقانی
4
(دانشیار، گروه مدیریت صنعتی، واحد رشت، دانشگاه آزاد اسلامی، رشت، ایران)
کلید واژه: TOPSIS, strategies, Russian market, Fruit and vegetable export development, tactics,
چکیده مقاله :
Given the agricultural potential of Iran on one hand, and the shortages in Russia's fruit and vegetable supply, along with its expanding vegetable market on the other, Russia has become a major market for Iranian exporters of fruits and vegetables. The aim of this study was to identify and rank strategies and tactics for the development of fruit and vegetable exports to the Russian market. The research followed a developmental-applied approach in terms of goals, and employed a descriptive survey using an exploratory mixed method. The statistical population consisted of experts and fruit and vegetable exporters to Russia, who were sampled using the purposive snowball technique. The qualitative phase included 20 participants, while the quantitative phase involved 100 individuals. The qualitative data were analyzed using content analysis to derive strategies and tactics, which were then ranked in the quantitative phase using the TOPSIS technique. Two strategies, namely entry and sustainable presence, were identified for the development of fruit and vegetable exports, along with 28 corresponding tactics. Finally, the top ranks were assigned to fixing regulations, establishing incentives, and stabilizing the exchange rate.
با توجه به پتانسیلهای کشاورزی ایران از یک سو و کمبود روسیه در تامین میوه و تره بار ضمن بازار رو به گسترش این کشور از سوی دیگر، روسیه بازار عمده صادرکنندگان ایرانی میوه و تره بار است. پژوهش حاضر با هدف شناسایی و رتبه بندی استراتژیها و راهکارهای توسعه صادرات میوه و ترهبار به بازار روسیه انجام شد. پژوهش از نظر هدف توسعه ای- کاربردی و از نظر ماهیت توصیفی پیمایشی به روش آمیخته اکتشافی انجام شد. جامعه آماری متشکل از کارشناسان و صادرکنندگان میوه و سبزی به روسیه بود که با روش هدفمند گلوله برفی نمونه برداری شدند. در مرحله کیفی 20 نفر و در مرحله کمی 100 نفر بودند. داده های کیفی با استفاده از تحلیل محتوا برای استخراج راهبردها و راهکارها مورد تجزیه و تحلیل قرار گرفت و سپس با استفاده از تکنیک تاپسیس در مرحله کمی رتبه بندی شدند. دو راهبرد ورود و حضور پایدار و 28 رویکرد برای توسعه صادرات میوه و تره بار شناسایی شد. در نهایت رتبه های برتر به تنظیم مقررات، ایجاد مشوق ها و تثبیت نرخ ارز اختصاص یافت.
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