درخت حوزه‌های تخصصی

Food production in controlled cultivation areas plays a crucial role in increasing productivity and offsetting supply shortages. Product yields, water consumption, and energy use are the main parameters determining the performance of food production in a greenhouse. Smart technology is an effective solution to improve these parameters. This study aimed to identify the components, challenges, and requirements for the development of smart agriculture in greenhouses. Our case study focused on Tehran province, which encompasses a significant portion of the total greenhouses in Iran. The statistical population consisted of 20 subject-matter experts with research or executive experience in greenhouse automation, selected purposefully. Questionnaires and semi-structured interviews were used in this study to collect data. First, we identified the variables affecting the development of smart agriculture in greenhouses by using a literature review and semi-structured interviews with experts, Then, the experts were asked to evaluate the cross-influence of the identified variables through pairwise comparison. Finally, data analysis was done using MICMAC software. The findings indicate that the identified requirements and challenges have had a significant influence on the lack of smart agriculture in greenhouses. Through network analysis of influence and dependence relationships, it was found that economic requirements and challenges, technical and infrastructural requirements and challenges, legal and regulatory requirements, and institutional requirements were the most influential variables in the development of smart agriculture in Tehran province.

Export is a crucial driver of economic growth in various countries and significantly contributes to a country's entry into global markets and enhances economic success. In developing countries such as Iran, economic and social development programs prioritize the expansion of exports, particularly high value added agricultural products. The growth in non-oil exports, such as dried fruits, and the entry of domestic producers into new global markets have led to an increased demand for Iran's export products. This has also resulted in higher production levels, increased employment opportunities, and higher value added in the related activities. To enhance export performance, which is a crucial measure of a company's success in utilizing its resources and capabilities in the international arena over a specific period of time, it is important to focus on improving marketing strategies and specialized knowledge. Therefore, this research aims to examine the impact of marketing mix and specialized marketing knowledge on the export performance of small and medium-sized enterprises (SMEs) involved in exporting dried fruits in Mashhad, Iran in 2022. A total of 80 questionnaires were distributed among senior managers, board members, and business managers of dried fruits SMEs using the available sampling method. Structural equation modeling was employed for data analysis and test of research hypotheses. The statistical data and structural equation modeling revealed that the joint impact of marketing mix and specialized marketing knowledge has a positive and significant influence on export performance. In order to improve the company's profitability, it is essential for senior managers and sales managers to recognize the significance of these two factors and undergo relevant training to acquire the necessary skills. Moreover, managers should make effective use of appropriate distribution channels to expand their exports. Simultaneously, they should consider adapting product quality and packaging to align with the preferences of foreign buyers.