Designing a Commercialization Model for Saroogh Carpets in Markazi Province Using a Grounded Theory Approach
Keywords:
Commercialization, Carpet Commercialization, Saroog, grounded theoryAbstract
Objective: This study aims to design a comprehensive and context-specific commercialization model for Saroogh carpets in Markazi Province based on the perspectives of academic and executive experts.
Methodology: The research is fundamental–applied in purpose and qualitative in approach, employing grounded theory as its main strategy. Data were collected through 15 semi-structured interviews with experts from the carpet industry, executive managers, and related university faculty members using snowball sampling. Data analysis was conducted through open, axial, and selective coding based on the Strauss and Corbin paradigmatic model.
Findings: Inferential qualitative analysis revealed that the commercialization model of Saroogh carpets comprises 32 subcategories organized into six main categories, including causal conditions, the core phenomenon, strategies, contextual conditions, intervening conditions, and consequences. Economic stability, skilled human resources, education, managerial meritocracy, the institutional role of the National Carpet Center, and growth and development through branding emerged as the most influential determinants of the model.
Conclusion: The proposed model provides a strategic and practical framework that can support policymakers and industry stakeholders in revitalizing Saroogh carpets, enhancing competitiveness, and achieving sustainable development in both domestic and international markets.
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Copyright (c) 2025 Hassan Akbari, Mehrdad Sadeghi, Badri Shahtalebi (Author)
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