Flexible embededdness; Sociological study of the Daryanis economic action

This article attempts to analyze the economic activity of a group of Azeri Turks that called daryanis. The present study is conducted within the framework of qualitative research and using grounded theory. The target community in this study was Daryani groups and interviews were conducted using Non-probabilistic sampling with 30 people in the method of snowball technique.
The findings of the paper show that Economic activities in the sector of supermarket and chain store are embededded into social structure and network performance. This group has settled in Tehran and they has been engaged in cohesive economic activity and they has succeeded in following the steps and recommendations of the pioneers and network operations.The findings show that the combination of individual capabilities, collective actions and the mechanism of these actions has been effective in the process of "flexible embededdness" and these have been their success factors.