The Model of Value Creation in Rural Businesses Based on Strategic Sensemaking: A Case Study of Agricultural and Handicraft Businesses of West Azerbaijan, Iran

TThe purpose of this study is to provide a value creation model in rural businesses based on strategic sensemaking. This research is a descriptive-survey method and applicable in terms of nature. Statistical population was of rural business owners active in the rural sector of South West Azerbaijan in the field of industrial animal husbandry, industrial greenhouses, handicrafts and semi-industrial Rug weaving in 2020, of which 265 were identified and 155 were selected by the sample size of Georgian-Morgan. The research instrument included the strategic significance questionnaire of Neil et al. and to measure the value creation of businesses, their classification information was used according to the method of calculating the approximate return. Multivariate linear regression analysis and quadratic structural equation model were used to analyze the data. Findings showed that four components of strategic meaning including internal communication, external communication and data collection and information classification predict 43.4% of the value creation variable. As a result, a business that is aware of its environment and, on the other hand, the transfer of information and communication within the business flows smoothly, therefore, is in a better position to create value.