بررسی رویکردهایی برای توسعه شرکت های کوچک و متوسط به بازارهای با ارزش بالا

This study was conducted with the aim of investigating the approaches of transforming small and medium enterprises (SMEs) into high-value markets, focusing on building a structural equation model of guidelines. The conceptual research framework included an exogenous latent variable, value discovery element, along with four endogenous latent variables, value development, value communication, value distribution, and value experiences.In this study, mixed methodology research was used, including qualitative research through in-depth interviews with 9 experts, focus group discussion with 11 successful entrepreneurs, and quantitative research through a survey of 500 small and medium companies in Tehran province. The results showed that SMEs operating in high-value markets are divided into tangible and intangible products, representing 250 respondents from each group. The five elements of the guidelines for the development of SMEs into high-value markets were of high importance both overall and in each element. The developed SEM model was consistent with the experimental data of five elements with 27 observed variable factors. In addition, the results of the hypothesis test for analyzing the causal effect between hidden variables in the SEM model showed that all six hypotheses were supported at the 0.001 level of statistical significance. The value of this study is useful for small and medium-sized companies that aim to do business in high-value markets that can improve their competitiveness, create unique value propositions, and provide better customer experiences