Journal of Agricultural Economics & Development

Abstract Introduction Despite its vital importance, the agricultural sector in Iran faces structural challenges and weaknesses in an efficient marketing system. The issue of gaining competitive advantage and higher profitability must be accompanied by a full understanding of international and export markets. The development of greenhouse cultivation is expanding owing to water-saving policies under climate change conditions. The international entrepreneurial marketing (IEM) approach, as an innovative and opportunity-oriented strategy for creating value in foreign markets, is a strategic necessity for greenhouse units in Tehran Province. However, in practice, numerous obstacles, such as structural and operational barriers, have limited the ability of these entrepreneurs to transform global opportunities into economic value and sustainable economic development and have negatively affected the key dimensions of IEM, namely, risk-taking and innovation at the international level. The main objective of this study was to identify, analyze, and prioritize the barriers and limitations of international entrepreneurial marketing of greenhouse products from the perspective of greenhouse producers in Tehran Province. Materials and Methods This study was applied in terms of its objective and employed a descriptive–survey (quantitative) research design. The statistical population comprised 1,934 greenhouse producers across four counties in Tehran Province. A sample of 322 producers was selected using stratified simple random sampling. The main data collection instrument was a researcher-made questionnaire, the face and content validity of which were confirmed by an expert panel. To conduct an overall evaluation of the measured indicators, the preliminary draft of the survey and questions prior to the interview stage with rural respondents were reviewed by an expert panel consisting of faculty members in agricultural extension and education, environmental sciences, psychology, social sciences, sociology, and rural planning. Based on their views, the necessary revisions were applied until final approval was obtained. Cronbach’s alpha coefficient was used to assess the internal reliability of the research instrument, which ranged from 0.7 to 0.9. The barriers to international entrepreneurial marketing were measured using seven latent variables (economic-financial, supportive-legal, infrastructural-institutional, policy-planning, green marketing, educational-informational, and socio-cultural) and 28 observed variables. To analyze the barriers, confirmatory factor analysis (CFA) was performed using SmartPLS v.3. Results and Discussion Confirmatory factor analysis (CFA) results indicated that the seven-factor structure of the barriers demonstrated satisfactory model fit, validity, and reliability, and all components were statistically significant at the 99% confidence level. Economic and financial barriers (path coefficient = 0.848), supportive-legal barriers (0.820), infrastructural-institutional barriers (0.819), green marketing barriers (0.766), educational-informational barriers (0.753), socio-cultural barriers (0.627), and policy-planning barriers (0.607) were ranked first to seventh, respectively. Among all dimensions, economic and financial barriers emerged as the most critical constraints in international entrepreneurial marketing. Within the economic and financial dimensions, factor loadings highlighted that the lack of adequate capital for standardizing and equipping greenhouse production units, coupled with insufficient governmental support in providing loans and financial incentives, particularly the high interest rates of bank loans, represented the most significant challenges. Following this, supportive-legal barriers were strongly characterized by government-imposed sanctions, restricted access to high-quality and authorized production inputs, and procedural difficulties in obtaining permits for exports and international marketing. The infrastructural-institutional dimension ranked next, primarily due to the absence of smart digital infrastructures for global and online marketing and persistent weaknesses in the transportation systems. Green marketing barriers ranked fourth, influenced by global market threats such as inflation, economic sanctions, and geopolitical conflicts, alongside the lack of governmental support for guaranteed purchasing of certified green or healthy products. The fifth-ranked dimension, educational-informational barriers, was driven by shortages of specialized human resources in market management and international trade and the absence of effective training and extension programs related to export procedures. Socio-cultural barriers were also notable, including insufficient cultural and educational foundations for entrepreneurship, creativity, and innovation, and low levels of public trust in online purchasing platforms. Finally, the policy and planning barriers, characterized by weaknesses in agricultural insurance systems and limited awareness of national strategies for regional and international markets, were ranked last but remained significant barriers to international entrepreneurial marketing from the perspective of greenhouse producers in Tehran Province. Conclusion The results further indicate that macro-level environmental and institutional barriers, particularly economic and financial constraints, constitute the most fundamental and influential challenges limiting international entrepreneurial marketing. The prominence of economic and financial barriers as the highest-priority constraint suggests that the primary obstacles originate from the external business environment rather than from entrepreneurs themselves. As long as stable access to credit, investment support, and relief from sanctions are not available to facilitate production standardization, innovation, and risk-taking, progress along the export pathway will remain constrained. Furthermore, the findings indicate that these barriers have direct negative effects on the key dimensions of international entrepreneurial marketing (IEM). Therefore, overcoming these constraints requires substantial government intervention in export financing, administrative facilitation, and the development of smart infrastructure and cold supply chains. In this regard, designing a mechanism for targeted export investment facilities with low interest rates-aimed at standardizing and mechanizing cold storage and packaging equipment in greenhouse units-is recommended. In other words, addressing or reducing a single barrier alone cannot lead to a significant improvement in the performance of international entrepreneurial marketing. Instead, a comprehensive and coordinated approach is required that simultaneously considers economic, legal, infrastructural, and human capacity dimensions. These findings highlight the importance of designing and implementing integrated policies and programs by the government, supporting institutions, and the private sector to enhance export capacity and increase the international market share of greenhouse units.

Abstract Introduction
The shortage of freshwater resources is one of the primary crises the world faces, despite the constant availability of renewable water sources. As a result, the rising risks associated with water scarcity are a critical concern. The water crisis reduces crops production and negatively affects food security. Due to the increase in demand for food, agriculture section is under more pressure because of both water crisis and more demand for food. Agricultural sector has been also facing with water shortage due to climate changes caused by the more global warming and low precipitation. Water crisis and climate changes leading to a decrease in the crops production. Now, agriculture and livelihood of villagers has become unstable more than any time. Considering the importance of irrigated farming in Mazandaran province in the country's food security, the present study was conducted with the aim of identifying the most important variables that affecting water security in Mazandaran province.
 
Materials and Methods
The statistical population of the research included 16 subject experts with research or executive experience in the fields related to water studies, water security and climate change. The selection of them was done in a purposeful way. The data collection tool was a researcher made questionnaire and the data collection method was face-to-face interview. At first, to identify the variables involved in water security a subject literature review and several semi-structured interviews with subject experts were conducted. Then, the experts were asked to evaluate the cross-effects of the identified variables through pairwise comparisons and in the form of the MICMAC questionnaire. Finally, the data were analysis using MICMAC software.
 
Results and Discussion
According to the results, among the studied variables, "knowledge and environmental literacy of villagers" and "reduction of precipitation due to climate change" (input variables) are two important key variables that directly and indirectly affect water security and therefore should be considered. The variables "best management of appropriate farm operations", "volume and diversity of water resources" and "good management and governance of agricultural water" are intermediate variables, with high impact and high dependence. Based on the direct influence network intensity of the key variables involved in water security, variables such as “best management of suitable farm operations”, “good management and governance of agricultural water”, “the degree of resilience of farmers to adapt to climate change” play a central and sensitive role. Based on the indirect relationships, “best management of appropriate farm operations”, “the degree of resilience of farmers to adapt to climate change”, “risk management of ecological hazards and climate change” have the greatest indirect effect on other variables and should be considered by policy makers and planners in this field.
 
Conclusion
Water crisis is a major challenge for agricultural activities and consequently for food security. Considering the vital role that Mazandaran province plays in the agricultural products production and as a result food security, the present study examined the most important variables affecting food security. The findings of this study showed that "good management and governance of agricultural water" has the most direct impact on water crisis management. Good water governance can be taken into consideration with the relative strengthening and synergistic participation of public and private sectors and non-governmental organizations in line with the planning and implementation of food security policy with the water-energy-food nexus approach. The role of increasing the environmental knowledge and literacy of villagers by providing effective educational-promotional services such as farm filed school is very important on the farmer's resilience and adaptability. On the other hand, variables such as good water management and governance, development of new irrigation systems and technologies, zoning of agricultural lands and the explanation of the appropriate cultivation pattern for each zone (such as planting crops with low water demand and high added value include medicinal plants) are undeniable impact on the livelihood resilience of the farmer's family and adaptation to climate change conditions. Diversify the livelihood resources of farming households with the participation of household women, promoting climate-oriented businesses that are compatible with climate changes (such as agricultural tourism and handicrafts), using drought-resistant species, changing the date of cultivation, developing greenhouse cultivation, medicinal plants and modernization of irrigation, change of history and cultivation pattern play important roles on the resilience of farmers to adapt climate change.