Authors
1
Department of Business Administration, Faculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan, Iran
2
Department of Business Management, Faculty of Financial Sciences, Management and Entrepreneurship, University of Kashan, Kashan, Iran
10.22069/jead.2024.21859.1775
Abstract
Considering the position of chicken meat in people's food basket, the broiler industry plays a strategic role in the food security of countries. The main problem of this industry in the country is the traditional business approach of the companies. The current research aims to take a systematic look at the current state of this industry from the point of view of the business model and provide innovative solutions to improve this industry as much as possible. The current research method is the qualitative method of thematic analysis. The research community consisted of expert producers in the central province and especially in the city of Dilijan. The sampling method was judgmental and snowball, and the study continued until reaching theoretical saturation. After conducting in-depth semi-structured interviews, the components of the business model canvas were extracted using open coding, basic, constructive and overarching themes. By analyzing the data, the current state of the business model in the poultry industry in each of the components of the ecosystem including customers, channels, relationships with customers, value propositions, revenue streams, cost structure, key resources, activities Key and key partners were identified. Then, based on the opinions of experts, the innovative canvas of the business was also drawn. In this regard, many innovative solutions were proposed such as new customers, different channels, various communication methods, innovation in main products, packaging. Distinctive, different proposed values, diverse income generation solutions, innovation in activities and key resources such as broiler breeding and immunogenic and therapeutic processes, etc.
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