SWOT analysis and strategic positioning of the National Library of IRI in the frame of 'marketing: production'

Purpose: The purpose is 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 swot matrix.Methodology: At‌ first, by applying content analysis on interviews with 13 library specialist employees, the swot elements was 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 is provided. Finding: Library's strategic position in the category of the production is offensive. Some of 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 using more and more sophisticated resources to provide services.Originality: This research reviews the philosophy of existence of National Library and Clarify its distinct role in research structure in the country.

Abstract licence: CC BY-NC

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