Developing a Strategic Marketing Model for Cultural Products of the Islamic Republic of Iran Abroad

Islamic Republic of Iran has achieved partial success in establishing its cultural products in the international arena which has received considerable endorsement by the public in many countries. However, it is widely believed that current status of such cultural products does not yet fully resemble its full potential and has not secured a permanent place in the market. We believe this could be achieved through creating demand or responding to such existing demand via devising a strategic marketing scheme. This research is aimed at the identification and design of Islamic Republic of Iran's strategic marketing scheme in the international markets as well as identification of relevant construct, dimensions measures and prioritization, evaluation and exploration of correlation among those parameters and features.This research could be categorized as an application-oriented research where it utilizes a fusion of qualitative methodologies. In order to achieve its goal, theoretical foundation of "Upper-Category" documents were analyzed using induction and features were extracted. Those features were later complimented by result of methodical consultation with an assembly of 45 experts of the field. The result was aggregated and produced 12 fundamental elements and 4 dimensions which was used to qualify validity of prior belief of relevance correlation among dimensions, elements and features indexes. Based on this outcome as well as the established priority and relevance, a 345 questionnaire filled by expert of the field in cultural product exportation was consulted and finally, current and optimal level of features indexes was achieved.