Institutional strategies of Grassroots Innovations development based on place identity components (Case study: Rasht city)

Institutional development of people, which is the subject of study in this research, as one of the main concerns that includes various economic, social and cultural dimensions, is one of the areas of attention of national governments and local governments. In this study, using the "grounded theory" strategy, about 63 economic activists were interviewed in the field under study, of which 58 interviews were suitable for conducting research and were reported. The answers obtained from this interview and coding process clearly explain that the components of place identity through the main category, namely "Grassroots' creativity and innovation" with the realization of satisfaction with the products [among the "audiences" or In other words, "customers" achieve the three main goals of financial productivity, social solidarity and cultural determination. A strategy that results in a process model [cognition-perception-behavior]. Of course, the mentioned path is not simple and one-line, and "background conditions" and "intervening conditions" play a role in this path step by step: "background conditions" are actually the environmental platforms that are the fields of power and or they provide the weakness of this mechanism, which include: "value components", "advertising strategies", "human capital", "institutional policies", "financial potentials". "Intervening conditions" are types of external stimuli that can play a role in strengthening or weakening the mentioned mechanism. Intervening conditions in this mechanism can be divided into three parts: "class representation", "localization", "quality", "taste-making cultural consumption".