Regarding the importance of advertising for HAND-WOVEN CARPET, variety of advertising tools and limitedness of financial resources, prioritization of the tools using experts’ opinions can be effective in planning and decision-making on CARPET artisan. There are two main objectives are to be achieved in this research.The first one is determining importance factor of evaluation indices of handwoven CARPET advertising tools and the second objective is determining the priority of advertising tools used in introducing the commodity to the customers in domestic target markets. Statistical population in this research includes experts aware of HAND-WOVEN CARPET advertising and promotional tools in Tehran province. To achieve the first objective, eight indices have been brought up for HAND-WOVEN CARPET advertising and promotional tools, namely: coverage, cost, promptness, durability, trustworthiness, quality, influence and being easy to use.On the basis of Group AHP method and utilization of experts’ opinions, above indices have been compared in pairs, for determining priority of advertising and promotional tools and also on the basis of experts’ opinions multi-criteria decision making and TOPSIS have been applied. Effectiveness index with the importance coefficient of %224, promptness index with the importance coefficient of %168, quality index with the importance coefficient of %140and coverage index with the importance coefficient of %125are the main evaluation indices of an advertising and promotional tool. In other words, the more effective, prompt and qualitative a tool is and the more it covers people in the target society; the more will be its importance. Hence, TV, face-to-face presentation, specialized magazines and newspaper are four tools of higher priorities according to mentioned eight indices.

The paper’ s aim is to study the advantages of coopetition is effective for informing and trust building between companies. For this reason, identification of the advantages of coopetition directed by using the interpretative structural modeling approach. The population of research is Qom handmade CARPET manufacturers that have been selected using the judgment method. This research is exploratory from the opinion of purpose and is qualitative-quantitative from the opinion of approach. Three methods have been used for data analysis that are: content analysis, interactive management and interpretive structural modelling. Based on the research findings, there are 5 main advantages at the coopetition network in the art-industry of handwoven CARPET as follow: creativity, learning, productivity, ability and development that identification of the relationships between them indicates the most key factors are advantages of creativity and learning.

The purpose of this study is to review and develop advanced strategies for using natural dyes in the art of handwoven CARPET industry in the country. The current research is a descriptive-analytical type with an applied nature. The statistical population of this study includes 32 beneficiaries that have been purposefully identified and selected. Using the SOAR strategic model and Shannon's entropy method, information was collected via interviews and then analyzed, and strategies were developed to describe the organization's strengths, opportunities, ideals, and results. Based on the results from this research model, the strategies of using wastes, food waste, and agriculture industries as absorbents, and sources of natural dyes in handwoven CARPET dyeing, strengthening and developing the cultivation of natural dyes, and optimal productivity in handwoven CARPET production was introduced. The scores for benefiting techniques, new scientific methods in dyeing to enhance absorption and improve color stability are respectively 0.2209, 0.1652, and 0.1479. These effective strategies strengthen and develop natural dyes in the art of the handwoven CARPET industry.

CARPET making in Iran plays an important role in creating job opportunities and increasing the country's foreign exchange revenues.One of the fundamental and comprehensive programs that can guarantee the survival, expansion and extension of this art and craft is higher education. The course for CARPETs was first introduced in Iran's higher education centers in 1375 (1996). Students can apply for a bachelor degree by competing in general examinations.Others can apply for undergraduate diploma in the Inclusive Applied Science University and the Islamic Azad University.In the present research, efforts have been made to study the motives of students studying for an undergraduate diploma in the Inclusive Applied Science University (the higher education center of the Fars Agricultural Jihad Organization) in the years 1381 (2002) and 1382 (2003) and to identify factors  that lead students to choose the topic of CARPETs as a university course.The results of the research show that the strongest factor leading to this choice is primarily personal characteristics (interests, tendencies and experiences), secondly social and family factors (social values and living atmosphere), followed by economic factors (achieving an income and employment).

Natural dyeing has been an integral part of the Iranian handwoven CARPET from the past to the present. Recently, the re-interest in using natural dyes in textile dyeing has expanded. This study aims to provide a dynamic model for developing technology to use natural dyes in the handwoven CARPET industry. Therefore, in the present study, using the Qualitative system dynamics approach and the drawing of the causal diagrams, the variables affecting the technological development of natural dyes in the handwoven CARPET industry have been identified and finally shown by the conceptual model of factors and relationships between the research variables. The results show that the connection between research institutes and the handwoven CARPET industry will ultimately increase the productivity and profitability of the handwoven CARPET market, which will increase the market's desire to develop the technology of using natural dyes in the handwoven CARPET industry.

Handwoven CARPET as an ancient Iranian art-craft and also as a home business has always been of interest and is a source of income for many families. Most CARPET weavers live in villages and the CARPET industry, as one of the small industries, can play a key role in the development of villages. The purpose of this research is to answer the question of what is the condition of handwoven CARPETs in Chatroud sector and how economic, cultural, social and managerial variables have affected the situation of the CARPET weaving industry in Chatroud sector from the point of view of CARPET weavers. This research is an applied research using a descriptive-analytical field method. The statistical population of the research were 380 people from the residents of Chatroud district, who used the purposeful cluster sampling method to study the sample size and distributed two standard questionnaires with a reliability of 0.86. The results of the research show that the most important factors of the recession of the CARPET weaving industry in Chatroud are: Inappropriate growth of the price of HAND-WOVEN CARPETs in comparison with the lower productivity of CARPET-weaving in comparison with other goods, the tendency of families with other economic activities, the tendency of rural people to the style, way and culture of urban life, the problems of marketing HAND-WOVEN CARPETs on a micro and macro scale, and the migration of villagers to the city. Handwoven CARPET marketers on a micro and macro scale is the diminution of women’s contribution to providing household income.  Therefore, the establishment and support of small native-local industries such as CARPET weaving in rural areas can reverse the migration process and increase the employment rate among the people by creating numerous job opportunities and wage levels that can compete with the urban wage level.

Brand resilience is a type of ability that enables the brand to resist the risks that have turned into a crisis and recover from the crisis if it is effective and even grow in a crisis situation. The current research was conducted with the aim of explaining and designing the model of brand resilience in the conditions of sanctions in the handwoven CARPET industry of Iran using the foundation data method. The data of this research was derived from in-depth and semi-structured interviews with twelve experts and experts in brand management in the field of HAND-WOVEN CARPETs in Iran, which was based on purposeful sampling dependent on the selection criteria and continued until reaching theoretical saturation. Found. The validity of the research data was checked and confirmed by going back to the participants and external auditors. Data analysis was done based on the Strauss and Corbin model in the form of open, axial, and selective coding in the Atlas TI8 software. The results showed that the model of brand resilience in the conditions of sanctions in Iran's handwoven CARPET industry includes causal factors (competition in the business ecosystem, development of knowledge and technology, internal politics), intervention factors (brand consumption challenges, handwoven CARPET brand capabilities), platforms. environmental sustainability, brand nature, sanctions pressure), strategies (active development, internal resistance, creative support, production under sanctions) and consequences (commercial interests, brand capabilities, strengthening brand value and identity).

In 1930, the Etemad CARPET Company was founded in Qazvin, Iran, and by the end of its 11-year run, it had transformed the city’s long CARPET-making tradition. This article explores the hallmarks of Etemad CARPETs in the historical context in which the company operated. Analyzing the designs of the Etemad CARPETs in the Qazvin Museum suggests that although the company’s weavers came from all across the country, Etemad CARPETs remained consistently unique and innovative in their designs. Conducted as descriptive-analytical research, the study looked at written sources as well as archival pictures of Etemad CARPETs, and interviewed experts and scholars. It found that variety in design, colors, and motifs was the chief characteristic of Etemad CARPETs. The CARPET designs featured innovative floral and abstract motifs, had little empty areas, and dominated their backgrounds. The use of a diverse set of floral motifs — including round flowers, Shah Abbasi flowers, leaves, buds, and arabesques — and various design compositions brought variety to Etemad CARPETs. Furthermore, the designs were visibly influenced by the native climate, featuring grape leaves and pistachio flower clusters, which represented two of Qazvin’s major crops. Khataee motifs were more frequent than arabesques across all the studied Etemad CARPETs,