The innovative business model design of mugwort industry based on grounded theory / Yali Ding, Muhammad Azman Ibrahim and Lanlan Yang

Mugwort (Artemisia Argyi), is a herbaceous perennial plant. Mugwort and mugwort products have a very broad prospect of domestic and international market demand. However, the mugwort industry only has scale advantage but no competitive advantages, which has greatly affected the development of the mugwort industry. Based on the grounded theory, this paper conducted various research methods, such as visiting and reviewing a large amount of literature related to the mugwort industry for tertiary coding analysis in order to explore the key points in the design of innovative business models for the mugwort industry.