چکیده:
The purpose of this study is to investigate the role of e-commerce marketing capabilities in enhancing Iranian carpet export capabilities via a paradigmatic model. In fact, the present study seeks to identify various factors that may influence the role of electronic marketing capabilities in promoting Iranian carpet export capacity. The identified strategies obtained from the paradigmatic model in this study are ranked in order to develop an understanding of the strength of their effects on the outcomes of e-marketing at the international level. In terms of research philosophy, the present study is based on interpretive paradigm and is considered an applied-developmental research in terms of research orientation. The data were collected using semi-structured interviews and a standardized questionnaire. The study population consisted of experts and managers of the carpet industry in Iran, who were selected using purposive sampling. Data analysis was carried out using theme analysis approach in MAXQDA software, and quantitative data were analyzed using interpretive structural modeling in Excel software. The main finding of the present study is to introduce a paradigmatic model of the role of e-commerce marketing capabilities in promoting Iranian carpet export capability. This model identifies and introduces contextual, causal, strategic, and intervening factors as well as the implications of developing e-marketing capabilities with the primary concern of promoting the country's carpet export capabilities. In addition, in the quantitative phase of the study, thirteen strategies affecting two categories of short-term and long-term outcomes were ranked based on the strength of their impact on outcomes.
خلاصه ماشینی:
Considering the researchers’ emphasis on the capabilities of the Internet and information technologies in international activities and the scarcity of research on the role of e-commerce marketing capabilities in promoting Iranian carpet exports, the present study aims to provide a paradigmatic model via a combined approach based on expert opinion.
The qualitative approach, using interview, was adopted to develop a paradigmatic model of the role of e-commerce marketing capabilities in boosting Iran’s carpet exports by means of thematic analysis (identifying causal, contextual, and intervening factors as well as strategies and outcomes of using e-marketing in carpet exports).
Analysis of interviews with research participants helped identify 13 key strategies contributing to effective e-marketing capabilities in carpet export including increased presence in social media, building specialized websites, inter-organizational cooperation, recruiting experts, using international experiences, using experts in trade unions, developing e-commerce infrastructure, easy access to the Internet, providing cyber security, facilitating electronic interactions, providing training on new marketing approaches, smart use of governmental support, and creating data banks of carpet export.
The paradigmatic research model is developed as follows based on the dimensions identified for causal, contextual, and intervening factors as well as strategies and outcomes of using e-commerce capabilities in Iran’s carpet export activities.
(
, 
, 
)
