A Personalized Marketing Framework for Enhancing Iranian Carpet Brands in International Markets

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Faculty of Management and Economics, University of Hazrat-e Masoumeh, Qom, Iran

2 Master of Science, Department of Management, Faculty of Management and Economics, University of Hazrat-e Masoumeh, Qom, Iran

Abstract

This study aims to address the challenges facing Iran's carpet industry in the global market, including intensifying competition, shifting consumer preferences, and the underutilization of modern marketing strategies, by designing an integrated, indigenous framework for personalized marketing. The research adopts a qualitative, applied-exploratory approach. Data were collected through 15 semi-structured interviews with industry experts and analyzed using Braun and Clarke's thematic analysis method. The findings culminated in the extraction of a seven-pillar framework that outlines the core components of effective personalized marketing for this industry: 1) Cultural Distinctiveness and Authentic Design in the Global Market (blending traditional and modern elements), 2) Product Innovation and Global Competitive Quality (based on international standards and sustainability), 3) Data Analysis and Understanding International Markets (utilizing data mining and artificial intelligence), 4) Digital Marketing and Global Online Presence (on multilingual platforms with culturally adapted UX design), 5) Pricing Strategy and Global Branding (value-based pricing and cultural positioning), 6) Customer Experience and Global After-Sales Service (leveraging technologies such as Augmented Reality), and 7) Global Customer Loyalty Programs. The proposed framework demonstrates that success in international markets requires the simultaneous integration of these pillars. In this model, cultural authenticity serves as the core, empowered by technology and data analysis, delivered to the customer through digital channels, and ultimately resulting in a personalized experience and enduring loyalty. By addressing a gap in the existing literature, this study provides practical strategies for enhancing the competitiveness of Iranian carpets through the fusion of traditional artistry with modern marketing.

Keywords

Main Subjects

References

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Journal of International Businesses Administration
Volume 8, Issue 4
May 2026
Pages 195-216

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History

  • Receive Date: 21 January 2026
  • Revise Date: 23 February 2026
  • Accept Date: 06 April 2026

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