Investigation on the Commercialization Process of Persian Handmade Carpet (Case Study: Iran Carpet Company; Birjand Branch)

The purpose of this study is to investigate the commercialization of Persian handmade carpet. Using case study methodology, Birjand branch of Iran Carpet Company was selected as the case of study. Through semi-structured interviews and questionnaires, data on business status and commercialization were collected from the company's sales and production experts. The research data were analyzed with advanced coding in MAXQDA software. In this study, the findings related to the business situation of the company were presented in a table and the commercialization conditions of the company's products in the form of a model. To evaluate the commercialization process, three concepts were used: technology readiness level, market readiness level and commercialization readiness level. The results show that the Birjand branch of Iran Carpet Company is in a good position in idea generation, product design, manufacturing and mass production of handmade carpets, but has several weaknesses in relation to marketing, market research, market competition and product sales. In addition, the technology readiness level of the company was considered acceptable; However, the levels of commercialization and market readiness of the company were in an unfavorable situation, and at the end of the research, solutions were presented to improve the company's situation.