Designing a Pattern of Incentives for Distributors' Participation in Value Creation in the Shoe Industry of Tabriz

The creation of value in the competitive era has become the creation of shared value between companies and customers. In such a situation, distributors are considered as an important and main factor as an intermediary between the producer and the customer in creating common value; However, the motivations of the distributors for value creation remain unclear and unknown to a large extent. Based on this, the aim of this research was to design a model of incentives for distributors' participation in creating value in the shoe industry of Tabriz. The research method was descriptive-causal. The statistical population of this research includes two sections of experts and all wholesale and retail shoe sellers in Tabriz. In this research, 12 experts participated in the first part and 384 major and retail shoe sellers in Tabriz city answered the questionnaires in the second part of the research. Two questionnaires were used to collect data. For data analysis, interpretive structural modeling and structural path modeling have been used. The findings of the structural-interpretive modeling section show that the motivations of distributors' participation in value creation in the shoe industry of Tabriz are placed in five levels, and each level has direct and indirect relationships with other levels. The most influential factor in the developed model was the product and the most influential of those were the expected benefits. Also, the test of the designed model has shown the appropriate validity and reliability of the model and the confirmation of the direct and indirect relationships of the motivations of distributors' participation in value creation and the verification of the designed model based on experimental data.