Formulation and Prioritization of Strategies for Sustainable Entrepreneurship Development Based on Wild Rue (Peganum harmala) Cultivation: A Case Study of Natanz County, Isfahan Province

Document Type : Original Article

Authors

1 Department of Reclamation of Arid and Mountainous Regions, Faculty of Natural Resources, University of Tehran, Karaj, Iran.

2 Department of Natural Resources Policy, Faculty of Natural Resources, University of Tehran, Karaj, Iran.

3 University of tehran, Karaj, Iran.

Abstract

In recent years, the development of sustainable entrepreneurship has been considered an effective strategy for achieving economic growth, reducing unemployment in rural areas, and simultaneously preserving natural resources and the environment. In this context, the proper utilization of local capacities, including medicinal and rangeland plants, can pave the way for economic and social transformation in suitable regions. This study was conducted with the aim of formulating and prioritizing strategies for the development of sustainable entrepreneurship based on the rangeland plant Peganum harmala Espand in Natanz County, Isfahan Province.
The research method is descriptive-analytical and based on both field and documentary data. To collect information, tools such as questionnaires and interviews with experts, farmers, and local entrepreneurs were used. In order to prioritize the formulated strategies, the PROMETHEE multi-criteria decision-making method was employed. The results indicated that Peganum harmala, due to its adaptability to the region’s climatic conditions, potential domestic and international markets, and high processing capacity, has significant potential to become a focal point for entrepreneurial development. In the final analysis, four key strategies were compared: establishing sales markets, setting up processing , launching companies active in the distribution sector, and Peganum harmala to gain competitive advantage. Among these, the establishment of sales markets ranked first, followed by the development of processing and the creation of active distribution companies, respectively. This study can serve as a practical model for sustainable agricultural and entrepreneurial development in similar regions.

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