A Comparative Study of The Challenges of Exporting Confectionery and Chocolate to the Iraqi and Russian Markets Using a Three-Stage Integrated Approach

Document Type : Original Article

Authors

1 Master's degree in Business Administration, Marketing major, Semnan University, Iran

2 Prof., Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran

3 Assistant Professor of Management, Department of Management and Economics, Faculty of Humanities and Social Sciences, Golestan University, Iran

Abstract

The confectionery and chocolate industry is one of the most important sub-sectors of Iran’s food industry and has significant potential for expanding non-oil exports. Despite its comparative advantages, exports in this industry have faced multiple challenges in recent years, limiting competitiveness and sustainable growth in international markets. The main objective of this study is to identify, classify, and prioritize the challenges of Iran’s confectionery and chocolate exports and to propose practical strategies for improving export performance in target markets. This research employed a mixed-methods approach. In the qualitative phase, data were collected through semi-structured interviews with experts and exporters active in international trade and analyzed using thematic analysis. A total of 136 initial codes were extracted and organized into 10 main categories. In the quantitative phase, a questionnaire based on qualitative results was used. Exploratory factor analysis identified the main dimensions of challenges, while the analytical hierarchy process was applied for prioritization. An importance–performance matrix was also used for comparative market analysis. The findings show that export challenges fall into four main categories: logistical and standardization issues, political and currency-related challenges, cultural and market-access barriers, and product competition and quality issues. Comparative results indicate that in the Iraqi market, political and currency challenges are the most important, whereas in the Russian market, logistical and standardization challenges are prioritized. Overall, the study suggests that improving exports requires market-specific strategies, strengthening standardization systems, enhancing logistics infrastructure, and reducing political and currency risks.

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Main Subjects

References

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Journal of International Businesses Administration
Volume 9, Issue 2 - Serial Number 2
September 2026
Pages 147-168

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History

  • Receive Date: 09 June 2026
  • Revise Date: 23 September 2026
  • Accept Date: 04 October 2026

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