An Innovative Model for the Success of Commercial Complexes: the case of Parsis Commercial Complex

Abstract

In recent years, the construction of commercial complexes has been increasingly grown across the country. However, only some of them have been successful to accommodate a large number of visitors while others are constantly changing the commercial units' use. Meanwhile the lack of demand for commercial units in the form of multi-purpose complexes as well as recent general recession in the country's economy has deteriorated this situation. Therefore, the main problem of this research is to provide a model for the success of the commercial complexes based on the local approach. Grounded theory method has been used in order to theorize and identify the dimensions of the model. Then the qualitative proposed model is tested and implemented in a commercial complex in Tehran. The model dimensions and their relationships are confirmed based on exploratory and confirmatory factor analysis and structural equation modeling.