Developing an Export-Oriented Competitiveness Model for Iranian Hybrid Maize Seed in International Markets Using a Mixed-Methods Approach

Abstract

The export competitiveness of agricultural inputs, particularly hybrid seeds, plays a decisive role in strengthening countries’ positions in international markets and achieving sustainable agricultural development. The objective of this study is to develop an export-oriented competitiveness model for hybrid maize seed in international markets. This study employed a mixed-methods research design incorporating both qualitative and quantitative approaches. In terms of purpose, the research is applied, and regarding data collection procedures, it is classified as non-experimental research. Data collection instruments in the qualitative phase included library research, review of scholarly articles, and semi-structured interviews conducted with 20 experts and experienced specialists in maize seed production and breeding, agricultural marketing and export, agricultural and international policymaking, and seed enterprise and value chain management. Participants were selected using the snowball sampling method during the period from June to December 2025. Qualitative data analysis was based on Grounded Theory methodology (Strauss & Corbin, 2014) and conducted through systematic coding procedures using ATLAS.ti software. In the quantitative phase, purposive sampling was applied with the participation of 35 experts and specialists, and data were collected through a structured questionnaire. Following extraction of qualitative findings, Kendall’s coefficient of concordance was used to evaluate agreement and consistency levels, assess consensus among interviewees and experts, and validate the research model. The data analysis process was conducted through open, axial, and selective coding procedures. The analytical results led to the identification of five principal causal categories, including technical–production factors, economic–commercial factors, managerial–strategic factors, institutional–policy factors, and marketing–branding factors. Intervening conditions were identified in the form of macroeconomic conditions, economic sanctions, fluctuations in the global seed market, technological constraints, and logistical risks. Export-oriented competitiveness of hybrid maize seed emerged as the core category, influenced by contextual conditions such as the seed industry structure, organizational capacity, national technological capability, and regulatory frameworks. Accordingly, strategic actions were extracted, including technological innovation, development of target markets, brand strengthening, reduction of production and export costs, institutional collaboration, human capital development, risk management, and digitalization. The outcomes of implementing these strategies can be interpreted across short-, medium-, and long-term horizons, respectively encompassing increased profitability and export stability, enhanced market share and credibility of Iranian brands, and ultimately strengthened sustainable development and resilience of the country’s agricultural exports. The findings of this study can serve as a strategic decision-making foundation for seed production companies, agricultural policymakers, and export development institutions.