سمیه سلیمانی - Hakim Sabzevari University
رضا خسروبیگی بزچلویی - Hakim Sabzevari University
محمدجواد صفایی - Hakim Sabzevari University

Purpose: we investigate the strategies for survival of small orchards in present paper through considering this question that why orchards have kept their productive function despite of renovation pressure and universal market and totally not to be economical. Design/methodology/approach: grounded theory method of qualitative research, especially in this article is based on a case study should be placed on the agenda; in total, ۶۰ semi-structured interviews and in-depth (Purposive sampling: Stratified, questionnaire) those involved in this field was Finding: The results showed domestic garden maintenance in Neyshabur when a part of strategy Employment-oriented and income from non-agricultural business backing for investment and economic mobility has become a garden. Of course, it also organized social factors in the context of traditional interactive and strong local relationships and kinship rather broad and external basis for the stability of the production process in the region; That is to say, it is also the main cause of underdevelopment. Individual motivation and personal preferences (values and beliefs) also has a fundamental role in the continuing rebel activities. Practical implications: developers don't have more than two ways in order to participations programming in future in condition of peasant's economy conquest to rural society. The first one knows internal mechanisms and satisfaction of present production way which it guaranties the minimum of village persistence. The Second one is removing the existing obstacles in destructing the traditional interactions and extending social networks among orchardists and communicating with others in production field. Originality/value: relational and territorial approaches in the concept of embeddedness, the main axis domestic garden maintenance strategies in the study does not explain in purely economic and rational action.

reproduction, Strategy, embeddedness, Motivation, plum gardens, Neyshabur