Abstract: New global market conditions and widespread environmental changes, coupled with the demands of a new generation of customers, have led business firms to adopt new approaches. The present study seeks to study new marketing strategies used by the international business firms. The research was formulated using a qualitative research method in the handmade carpet industry of Iran and studied 23 business firms. The required data for the research were collected through interviews and analyzed by theme analysis method. Research findings show that managers of well-known brand firms are more likely to pursue innovation-driven strategies, and two new approaches have been used more by them introduces as co-creation and coopetition strategies. Finally, the research findings have led to the introduction of a new kind of strategy prioritization.