از هویت ملی تا بازار جهانی: مدل کیفی پیشران‌ها و پَسران‌های کارآفرینی بین‌المللی در صنعت مد و لباس

شهره  جلوخانی; محمدجواد تقی پوریان; الهام  فاضلی ویسری; مریم  رحمتی

Authors

Shohreh Jelokhani Department of Management, Cha.C., Islamic Azad University, Chalus, Iran. Author https://orcid.org/0009-0000-1244-4934
Mohammad Javad Taghipourian Department of Management, Cha.C., Islamic Azad University, Chalus, Iran. https://orcid.org/0000-0002-8296-3331
Elham Fazeli Veisari Department of Management and Accounting, To.c., Islamic Azad University, Tonekabon, Iran. Author https://orcid.org/0000-0003-0814-4474
Maryam Rahmaty Department of Management, Cha.C., Islamic Azad University, Chalus, Iran. Author https://orcid.org/0000-0002-3042-7174

Keywords:

inhibitors, drivers , fashion and apparel industry , national identity , International entrepreneurship

Abstract

This study aimed to develop a model of the drivers and barriers to the development of national identity-based international entrepreneurship in the fashion and clothing industry. This exploratory qualitative study employed conventional content analysis based on the Graneheim and Lundman framework. The study population comprised experts in international marketing, university faculty specializing in entrepreneurship, branding, and fashion management, and professional practitioners in the fashion and clothing industry. Participants were recruited through snowball sampling, and in-depth semi-structured interviews continued until theoretical saturation was achieved. A total of 15 experts participated in the study. The interview data were transcribed and analyzed through open, axial, and selective coding. The reliability of the coding process was assessed using Cohen’s kappa coefficient, which was 0.844, indicating excellent inter-coder agreement. Data analysis yielded 127 open codes, 31 axial codes, and 11 selective categories. The drivers of national identity-based international entrepreneurship were classified into six dimensions: identity-based, market-based, infrastructure-based, discourse-based, ecological-based, and technology-based drivers. The barriers were organized into five dimensions: geoeconomic walls, institutional bottlenecks, cognitive and market-knowledge barriers, technical and logistical barriers to production and distribution, and gaps in international networking and partnerships. The findings demonstrated that the international development of Iranian identity-oriented fashion brands depends on the simultaneous interaction of cultural and symbolic resources, market opportunities, technological capabilities, supportive infrastructure, and the capacity to overcome institutional, commercial, logistical, and networking constraints. National identity-based international entrepreneurship in the fashion and clothing industry is a multidimensional process requiring the simultaneous mobilization of cultural assets, identity-oriented storytelling, digital and production technologies, and international networks, together with the reduction of geoeconomic, institutional, cognitive, and logistical barriers. The proposed model can provide a practical framework for policymakers, entrepreneurs, and fashion brands seeking sustainable internationalization while preserving and communicating distinctive national identity.

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