A process-based guide for international entrepreneurs while investing in the agrifood sector of an emerging economy: a multi-layer decision-making approach

Purpose Due to the political, economic and infrastructure barriers risks that international entrepreneurs (IEs) face when researching an emerging economy's agrifood sector, this research aims identify major barriers, analyse their relationships, quantify importance, classify rank them. Thus, IEs will gain a better understanding vision of decision-making processes in era. Design/methodology/approach To do this, authors first created list entry for into Iran's rising industry. Following that, multi-layer approach was developed implemented accomplish objectives. The stage utilized hybrid interpretive structural modelling (ISM) cross-impact matrix multiplication applied classification (MICMAC) depict level-based conceptual model IEs’ obstacles sector. trial evaluation laboratory (DEMATEL), analytic network process (ANP) called DANP present causal relationship between causes effects, also relevance each barrier. Findings After employing approach, results demonstrated fundamental limitations, including technology are most critical alongside policy factors encompassing governmental support access global or regional economy/market. According results, innovation sustainability supply chain matter. All these intertwined should be planned solved simultaneously. Furthermore, based on pillars (economy, environment, society), besides low efficiency sector Iran, investigated further future makings. Originality/value A has been used analysing investment economy Iran entrepreneurs. Moreover, provide implications insights officials future.