زهرا ترکاشوند

Purpose- Rural women are the carriers of traditional culture and art of Iranian ethnicities inherited naturally and mainly through generations. Iranian rich and native culture can creatively be presented and protected; this can lead the unemployment to be erased, especially in rural areas, while at the same time rural businesses can thrive by promoting the potential of rural entrepreneurial women. Design/Methodology/Approach- This was a descriptive-analytic study aiming to describe the primary and secondary factors involved in the marketing mix of Iranian local art businesses using a consent-based Likert scale questionnaire developed by Mobaraki et al. (2016). A total of 28 local art entrepreneurs responded to the questionnaire in Tehran and across Iran. The five primary components called 5C including the "networking and communications", "content of local artwork", "creativity", "cultural value" and "artwork creator" and 32 related items were evaluated. Findings- The reliability of the questionnaire was confirmed with the Cronbach's alpha of 0.94. Data were analyzed by comparing the means of variables using the Friedman test. The most influential subset in the marketing mix of local art businesses was related to the category of the artwork content, composition and harmony. And the impact of other elements was also determined by considering their impact factors through mean comparison using the Friedman test. Research Limitations & Implications- There were plenty of shortcomings observed in the theoretical foundations of marketing the artworks and traditional arts, while the number of women active in manufacturing marketing traditional arts and participating in the relevant research processes was very limited. Practical Implications- Relying on the findings of this research and the model presented for the entrepreneurial marketing mix of traditional rural women's arts as well as training, we can expand business establishments active in marketing and also enhance the selling artworks and traditional arts. Originality/value- The results of this research can be applied in marketing the traditional artworks of Iranian rural women.

Livestock and poultry production and supply is one of the significant food sectors in which more production can lead to a decrease in dependence on exports and earning foreign exchange. Poultry farming is a vital industry for sustainable food supply in all countries. In this research, intelligent applications and solutions in the poultry industry are identified and prioritized using the simultaneous evaluation of criteria and alternatives (SECA) methodbased on criteria representing the sustainable development. Analysis showed that eighteenprincipalfieldsof intelligent solutions are identified in the poultry industry. The weights obtained for sustainable development criteria based on the SECA method are economic (0.351), social (0.3383), and environmental (0.3065) in order of value. Economic sustainability should be most importantinimplementing smart solutions-based projects in the poultry industry. One of the main challenges of the agricultural sector, especially the poultry industry, is traditional production utilization which leads to the overuse of land capacity. Also, the globalization trends, climate changes, moving from a fossil fuel-based economy to an environment-based economy, competition for land, freshwater, and labor shortage have led to more complications in supplyingnutrition. Considering the potential of smart solutions in realizing sustainable development objectives, it is suggested to focus more on the environmental aspects of poultry industry projects.