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Purpose - Achieving balanced development and spatial justice with much emphasis on competitive advantages has been constantly the main concern among planners and policy-makers to reduce inefficiency, inequality, polarization, and fragmentation in the spatial structure of different countries. Fulfilling such goals demands the knowledge of local potentials and the way to exploit them in a correct manner. Therefore, this study aimed to identify competitive advantages and levels of living in the study area, and then assess the effective drivers of balanced regional development (BRD) based on local competitiveness using future studies. Design/methodology/approach- An analytical-exploratory applied method was used to reflect on the rural areas and the researchers working on regional planning in Ardabil Township, Iran, were the statistical population. The sample size was thus determined to be 30 individuals using the snowball sampling method (via theoretical saturation). The data were also collected by a Delphi questionnaire, library method, documents, statistics, and initiatives. To analyze the data, Micmac software, the Geographic Information System (GIS software), Microsoft EXCEL, and the Morris method were employed. Finding- Analyzing the research findings associated with the variables as determinants with direct influence showed that among 23 variables in this study, 13 cases were within direct influence-dependence scope or condition but only 12 variables prioritized respectively as policy stability, executive regulations/procedures, price stability and predictability and intervention logic, monopoly prevention, unfair concessions or rents and competitions, removal of administrative barriers to business through delegation approach, effective deterrence of criminal laws and prosecutions in the judicial system, innovation/initiative flow, prevention of biased perceptions of laws by relevant stakeholders, distribution system and marketing status, effective market demand, administrative procedures and business information transparency, willingness to buy foreign goods, as well as auditing and taxing regulations/procedures as determinants had the highest influential power, that is, they constituted the drivers of BRD. Research limitations/implications - Among the most important limitations of the present study was no access to the statistics of all cases and the unwillingness of a number of executive organizations and bodies in Ardabil Township to cooperate. Furthermore, the pivot strategies in this research were established based on local development and BRD strategies. Practical implications - To meet the objectives of BRD planning in the rural areas of Ardabil Township, the key role of the 12 main variables mentioned here should be taken into account. Such variables have high influence and low dependence on BRD improvements in the study area and they are of top priority in planning for BRD based on local competitiveness in the rural areas of Ardabil County, Iran. Originality/Value - Little research has thus far assessed the effective drivers of BRD based on local competitiveness using future studies. Amongst the advantages of the present study, the comprehensiveness and impediment of its research criteria stand out.

Purpose- Rural-Local Marketing is a significant knowledge that has been associated with agricultural marketing, so the purpose of this concept is to separate the marketing of agricultural products and its lexical depth with a concept beyond the value chain in agriculture. Therefore, the event of rural-local marketing is not involved in production and supply and seeks to discover the dominant spatial patterns on distribution of rural products. Design/Method/Approach- According to this approach, 230 scientific sources (as a sample society) have been examined from the English language sources continuously and focusing on rural-local marketing. From the evaluation of the obtained research sources, a description of the literature in the field of rural-local marketing was presented, and then the communication between rural settlements among these societies with the suburbs and the center with the periphery was explored. Among the set of sources, 22 scientific concepts with the highest frequency were obtained, which were extracted and categorized by the statistical method of confirmatory factor analysis, including: rural marketing, local marketing, spatial model, network model, and integration. In the next steps, the content of all 230 scientific sources was measured with five factors, which tells the distribution learner of time periods and their spatial distribution. Findings- In abstracting the extracted concepts from the research, the details of ten-year and annual time periods, their spatial distribution on the scale of continents and countries have been dealt with in detail and can be identified by drawing the indicator spectrum on the world map, then the mentioned concepts which extracted from scientific sources were criticized and interpreted. In this regard, the leading countries in the field of rural-local marketing include India, the United States, England, and China, and in the next stage, Iran. One of the emphasis of this common study was the Integrated Marketing Communication (IMC).