Strategies and Tactics for the Development of Fruit and Vegetable Export from Iran to Russia

Given the agricultural potential of Iran on one hand, and the shortages in Russia's fruit and vegetable supply, along with its expanding vegetable market on the other, Russia has become a major market for Iranian exporters of fruits and vegetables. The aim of this study was to identify and rank strategies and tactics for the development of fruit and vegetable exports to the Russian market. The research followed a developmental‐applied approach in terms of goals, and employed a descriptive survey using an exploratory mixed method. The statistical population consisted of experts and fruit and vegetable exporters to Russia, who were sampled using the purposive snowball technique. The qualitative phase included 20 participants, while the quantitative phase involved 100 individuals. The qualitative data were analyzed using content analysis to derive strategies and tactics, which were then ranked in the quantitative phase using the TOPSIS technique. Two strategies, namely entry and sustainable presence, were identified for the development of fruit and vegetable exports, along with 28 corresponding tactics. Finally, the top ranks were assigned to fixing regulations, establishing incentives, and stabilizing the exchange rate.