Foresight of cobranding in constructional material cluster with roadmapping approach

چکیده مقاله

In today’s complex and rapidly changing world, events and trends in various spheres interact with one another in unpredictable ways.Foresight, combined with complex adaptive systems thinking, promotes being anticipatory and being agile..Foresight and future-oriented projects have developed from a nice to have -status to a “we commit to”-status in more than a few multinational companies.This study aims to shaping roadmapping in order to create cobranding in constructional material cluster of Kurdistan province that is a approach by future study. In the last few years, paying attention to small and medium-sized industries and industrial cluster development have been the center of focus inside the country although it seems that implementing cluster development pattern needs fundamental and basic movements in policy maker level .For more competitiveness of the cluster, brand special value is one of the most important marketing principles in the last decade which has been the center of attention for researchers and marketers. Since the cluster share of province constructional material is little in internal marketing and considering potential market in Iraq and in particular Northern areas as a small market for province constructional material producers , creating one cobranding can be an applied strategy to develop and expand internal and external market for constructional material producers in single cluster frame..Considering goal, this research is applied and developing and exploratory-survey in terms of method. Judgmental and nonprobability sampling were used to determine and identify key and effective factors and their relationships as motive or follower using experts` opinions for three road mapping levels including goals , policies, and finally resource levels

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