SWOT analysis and strategic positioning of the national library of IRI in the frame of 'marketing: production'

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ESMAILI GIVI MOHAMMADREZA; NAGHSHINEH NADER; SAHLI FARZANEH

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Paper Information

Journal: Academic Librarianship and Information Research Year:2015 | Volume:49 | Issue:1 Page(s): 55-78

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Title

SWOT analysis and strategic positioning of the national library of IRI in the frame of 'marketing: production'

Author(s)

ESMAILI GIVI MOHAMMADREZA | NAGHSHINEH NADER | SAHLI FARZANEH | Issue Writer Certificate

Keywords

marketingQ2

national library of IRIQ2

productQ2

strategic positioningQ2

SWOT analysisQ2

Abstract

Purpose: The purpose of the current study is to present a strategic analysis of the current state of the National Library in "marketing-production" framework that would result in presentation of the proposed strategies based on SWOTmatrix. Methodology: At first, by applying content analysis on interviews with 13 library specialist employees, the SWOT elements were extracted. Then, by using questionnaire and ranking elements, and also by using matrix of strategic position evaluation, library's strategic position in the field of production is determined and SO, ST, WO, and WT strategies are provided. Findings: Library's strategic position in the category of the production is offensive. Some of the proposed strategies include: optimizing the training space of library, optimizing the power of content, services, digitization and access, strengthening qualitative capabilities of services, better using of interactive and legal opportunities, strengthening processing capabilities, strengthening publish capabilities, using different methods of collection development, using marketing campaigns, moving to educating other libraries, using more logical filters to identify researchers, developing cooperation and joint activities between Archives and the National Library, and use more and more sophisticated resources to provide services.

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APA: Copy

ESMAILI GIVI, MOHAMMADREZA, NAGHSHINEH, NADER, & SAHLI, FARZANEH. (2015). SWOT analysis and strategic positioning of the national library of IRI in the frame of 'marketing: production'. JOURNAL OF ACADEMIC LIBRARIANSHIP AND INFORMATION RESEARCH, 49(1 ), 55-78. SID. https://sid.ir/paper/93457/en

Vancouver: Copy

ESMAILI GIVI MOHAMMADREZA, NAGHSHINEH NADER, SAHLI FARZANEH. SWOT analysis and strategic positioning of the national library of IRI in the frame of 'marketing: production'. JOURNAL OF ACADEMIC LIBRARIANSHIP AND INFORMATION RESEARCH[Internet]. 2015;49(1 ):55-78. Available from: https://sid.ir/paper/93457/en

IEEE: Copy

MOHAMMADREZA ESMAILI GIVI, NADER NAGHSHINEH, and FARZANEH SAHLI, “SWOT analysis and strategic positioning of the national library of IRI in the frame of 'marketing: production',” JOURNAL OF ACADEMIC LIBRARIANSHIP AND INFORMATION RESEARCH, vol. 49, no. 1 , pp. 55–78, 2015, [Online]. Available: https://sid.ir/paper/93457/en

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