Investigating the Feasibility of Forming E-marketing Cooperatives in Lorestan Province

The idea of forming ‘electronic marketing cooperatives’ was the motivation for the present study. In this type of cooperative, many e-marketers in each of the various occupations will form a cooperative that will only do marketing activities electronically in their field of work. The purpose of the present applied study was to evaluate the feasibility of forming e-marketing cooperatives in Lorestan province, Iran. Thirty semi-structured interviews were conducted with provincial experts to identify feasibility studies. Thirty primary categories, 12 central categories, and 5 main concepts were identified by the analysis of data collected from interviews. Then, a two-stage fuzzy Delphi technique was used to reach a group agreement between the experts and to rank the inhibitory factors. Based on the fuzzy Delphi results, the cases related to the feasibility of forming e-marketing cooperatives in Lorestan province, according to experts, were financial incentives with an average of total de-fuzzy (0.477), physical-human infrastructure (0.395), socio-cultural (0.387), educational (0.375), and legal-administrative implications with average (0.305). The main recommendation of the research is the efforts of the decision-making organizations of the cooperative sector of Lorestan province to realize the mentioned cases through the executive suggestions presented in this research.
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