Designing Market Development Model for Small and Medium Industries in Food and Drink Industry

Document Type : Research Paper


1 Assistant Professor, Azad University

2 Assistant Professor, Management Faculty, Tehran University

3 Ph.D Student, Management Faculty, Tehran University


Given the significant role of small and medium industries in the countries’ economic development, this research is to design a model of market development for small and medium industries in the food and drink industries. "Grounded Theory" is applied for designing the model. For that reason, required data were collected through theoretical semi conducted sampling by interviewing 14 Governmental bodies of small and medium industries and studying organizational documents. Based upon the results, supporting the market development of said industries covers a wide range of activities through four stages: Capacity Building, Main Activities, Complementary Activities and Monitoring Activities on which cultural, political, institutional and governmental affairs in line with value chain, the structure and approach that the industry applies play a part. Reducing marketing costs, increasing the competitiveness of SMEs and consequently their share in GDP and added value are among the most significant outcomes of the project. Getting involved in the project, industry owners will be able to use the outcome in their business development procedure.


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