Identifying And Prioritizing The Competitive Requirements Of Production Strategy For Exporting In Herbal Medicine Industry (To Fulfil The Tenth Policy Of Resistance Economy)

Problems such as neglecting Iran's climatic advantages in the herbal medicine industry, the high marketing and export capacities of these products led to two serious issues, such as the failure to disclose the competitive requirements of production for export, and prioritize them for optimal decision making. Therefore, the research issue is exploratory-explanatory type; To achieve the goals, the methodology of the research is mixed approach and mixed strategy, so that qualitative data is collected to understand the native requirements and quantitative data for the universal conceptual framework test. In a qualitative approach, 7 experts from the field of herbal medicine industry were interviewed. Within the framework of the qualitative research strategy and the thematic analysis of 244 basic themes, 13 organizing themes and 4 global themes were identified and ranked according to the frequency of prioritization. In the quantitative approach due to the necessity of recognizing the importance of requirements by the experts and the level of performance of the industry of herbal medicines, interview questions were distributed based on the conceptual framework of the second quarter and 50 questionnaires were distributed. 19 questionnaires containing complete information were returned and, based on four strategies This model, the importance and performance of competitive requirements were prioritized. results of the interpretation of convergent data show that seven requirements are shared, three requirements are limited to a quantitative approach and six requirements for a qualitative approach, which, based on the priorities of the industry, can invest in them to enter the global markets.