Iranian journal of management sciences

Iranian journal of management sciences

Identifying the development strategies of the probiotic industry in Iran

Document Type : Research Paper

Authors
Nona Hoseini 1
Nosratolah Shadnoosh 2
Zahra Abedi 3
1 Ph. D. Candidate, Department of Entrepreneurship Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Ph. D. Assistant Professor, Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Ph. D. Assistant Professor, Department of Environmental Management- Environmental Economics, Science and Research Branch, Islamic Azad university, Tehran, Iran
Abstract
As one of the most important known supplements, probiotics have many health effects and the development of the probiotic industry promises profitability and economic development of the country. Therefore, identifying the development strategies of the probiotic industry in Iran is the main purpose of this research. To this end we used the qualitative approach of semi-structured and in-depth interviews with 15 experts who were selected purposefully. For analysis of data, we used a thematic analysis method. The findings of this research show that the focused strategies of (product development, market development and market penetration); diversification strategies (horizontal diversification and heterogeneous diversification); Collaborative strategy (coalition strategy); and entrepreneurial strategies (foreseeing, risk-taking, pioneering and innovation) are major and effective in the development of the probiotic industry. Thus, by using the presented model, strategies can be applied in all stages, from prior to production to consumption, so that this industry can find a basis for growth and development and become a basis for national development.
Keywords
Strategies
development
probiotics industry
Subjects
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