Author/Authors :
Moradnezhadi Homayoon نويسنده Assistant Professor, Department of Entrepreneurship and Rural Development, Ilam University, Iran , Jasemi Mohamad نويسنده M.S of Entrepreneurship Extension and Education , Mahdizade Hossein نويسنده Assistant Professor, Faculty Member of Ilam University
Abstract :
Oil revenues reliant of Iranʹs economy and the impact of political
and economic issues caused vulnerability of the economy. One way of
dealing with this challenge is to develop new products that while the
domestic economic recovery will boost non-oil exports. Medicinal and ornamental
plants are one of the most valuable resources in a wide range of
natural resources in Iran In the case of scientific knowledge, cultivation, development
and proper utilization, can play an important role in public health
and employment and increase of non-oil exports. In this regard, important,
thisstudy exploresstrategies of gaining a competitive advantage of medicinal
herbs in Ilam province based on the strategy of focusing on customers and
markets. This research, in terms of purpose, is applied and in terms of the
paradigm is mixed (qualitative - quantitative). In the quality section the
Delphi method and in a quantity section the Analytic Hierarchy Process has
been used and the population in quality part was marketing experts, entrepreneurship
and herbs in Ilam province that 12 patients were selected based
on using purposive sampling method, and in the Medicinal and ornamental
plants section the number of 33 cases were detected which were census. The
required data were collected using a paired comparison and by using the
software Expert Choice11 were analyzed that the resultsshowed, in addition
to all identified solutions in the Medicinal and ornamental plants contribute
to competitive advantage, Identify the strengths and weaknesses of competitors,
play the most important role in Ilam province and in the advantage of
delivering medicinal plants.
