Promoting Dynamic Branding through the University ۴.۰ and Agrifood industry ۴.۰ Collaboration Model, By Conceptualizing Digital Agrifood Hub Structure in Saharkhiz International Group Inc

The core focus of this paper will be on the models, benefits, and enablers of engagement between the industry experts in the agri-food sector (particularly saffron) of Saharkhiz Group and the academia at the Saharkhiz centre - University of Applied Science and technology - in the interior of science and technological fields. There is prominent consideration regarding the provision of design, planning, and implementation of digital transformation through digital agri-food hubs and after digital decentralized stock and commodity exchange platforms. The main aim is to conduct, facilitate, and accelerate standardizing and promoting local to international brand levels for SMEs and MNEs in this sector. The Librarian Method and a Thematic Analysis approach conducted to explore eight hypotheses related to the research topic based on recurring themes related to each hypothesis, respectively. The formulation behind this scope of research is to understand how to utilize digital infrastructures and innovative business models to enhance Iranian agrifood SMEs and MNEs' capability in branding strategies that emphasize two scales of local and international markets. These choices have been based on the following criteria: high demand for knowledge and training, necessarily need to interact with the digitalized economy and infrastructures, an increase in adaptability, stability, flexibility, and financial formats, multi-strategy of international branding by respecting the local Persian brand culture and identity. The University ۴.۰ – Industry ۴.۰ collaboration model demonstrates that the networking partnership between academic institutions and industry is crucial for adopting innovation, especially in dynamic branding for the agri-food industry. The integration of digital platforms into the agrifood sector, particularly through digital hubs plays a pivotal role in enhancing brand strategies. The review accentuates the necessity of adopting modern technologies —such as blockchain, artificial intelligence, and digital traceability tools —to create a flexible and adaptive brand identity.

کلیدواژه ها:

Agrifood ، Saffron ، Dynamic ، Branding ، SaharKhiz Group