Entrepreneurship Development Strategy in Shared Business (Case Study Rural Areas of Dasht-e Azadegan township)

Top organizations choose the best strategies to achieve their goals. They use limited resources to overcome obstacles. It is impossible for any organization to achieve future benefits without having a strategy. The present study presents the best strategy after identifying internal and external factors affecting the sale of shared products of villagers. The purpose of this research is to provide strategies for entrepreneurship development in shared business in rural areas.

The present study is an applied research. The study population includes 100 members of rural cooperatives active in handicrafts and experts and university professors. The SWOT matrix was used for analysis and the QSPM matrix was used for strategy selection. Unstructured questionnaire and field interview were used to collect data.

Based on the research findings, it showed that 11 strengths and 9 weaknesses were identified in the indoor environment and 11 opportunities and 10 threats were identified in the outdoor environment. The most important opportunities include welcoming consumers to the virtual market environment and increasing the growing trend of exports. And one of the most important threats is related to the increase of workers' wages. Internal factors and strengths include the technical capacity of human resources, organizational culture and interpersonal relationships, and weaknesses are related to lack of liquidity and working capital. Also, the results of prioritizing Swot matrix strategies showed that an aggressive strategy with the highest score is the most appropriate strategy for developing entrepreneurship in business and joint ventures in Dasht-e Azadegan. Strategies resulting from the offensive strategy based on the most attractive are creativity and innovation in design, packaging and production of products with 6.86, market expansion strategy through product diversity with 6.23, marketing strategy related to 5.87 and knowledge promotion and skill with 41/5

Based on the findings of this study, the use of creativity and innovation in product design, production and packaging, product diversity, relationship marketing, knowledge promotion and skills training as important incentives for entrepreneurship development and entering foreign markets and exporting products. It has been suggested.