Number 3 Volume 2

Open Access Article

1 - Designing and explaining intelligent marketing based on the Internet of Things in the banking industry using the cognitive mapping method
Seyed Mohammad Sadegh Shoaee Astaneh amir rahimpour Ali Hoseinzadeh

The implementation of technological innovations in marketing activities has always had a significant impact on the competitive advantage and performance of businesses. Innovative marketing applications can not only help organizations achieve and maintain their competiti More

The implementation of technological innovations in marketing activities has always had a significant impact on the competitive advantage and performance of businesses. Innovative marketing applications can not only help organizations achieve and maintain their competitive advantage but also assist them during economic crises. This mixed-method research is practical and based on a survey approach. The statistical population of the study consists of experts and specialists in the field of smart marketing and the Internet of Things (IoT). In the qualitative section of the study, 21 university professors in the fields of business management and information technology, as well as senior bank managers, participated. In the quantitative section, 12 experts were involved. In this research, MAXQDA software was used to analyze the qualitative part, as well as FCMapper and Pajek software to analyze the quantitative part of the research.The findings of this study indicate the identification of 17 main factors and 91 effective components in IoT-based smart marketing. Furthermore, the study used the cognitive map method to examine the relationships between the components. The results show that the consideration of consequences is the most central factor with a centrality value of 6.19 Moreover, the consideration of consequences has the highest impact, and the business model components have the most influence among the criteria. Manuscript profile

Open Access Article

2 - An analysis on the ethical component of brand personality in higher education
maryam rahmani manesh Badri Shahtalebi

The aim of this study is to analyze the ethical component of brand personality in higher education by means of thematic analysis.The themes of brand personality in the first phase(qualitative)were identified by the method of content analysis in the research environment More

The aim of this study is to analyze the ethical component of brand personality in higher education by means of thematic analysis.The themes of brand personality in the first phase(qualitative)were identified by the method of content analysis in the research environment of information sources in the field of brand and brand personality in reputable internet databases by the method of targeted sampling of the angel-oriented63titles of articles and books. In the second phase(Quantitative)the statistical community consisting of faculty members of the Islamic Azad University of Iran was selected by the non-random sampling method available to32universities.The research tool,the questionnaire of123dialects of the researcher was developed.To inferential analysis of the questionnaire data,the method of factor analysis confirmation is used,according to which the content of the organizer of the ethics of the circuit includes two basic themes of value for Virtue and moral reconstruction.The results of the factor analysis for the validation of the model,the value of virtue with a factor load of90/0is a sign of the high explanatory effect,and all subjects with a high factor load were approved,which was a sign of the high validity of the model.Also,the values of the Cornbrash’salpha coefficient are82/0in the base measurement,which indicates high internal correlation in the subject reagents.Results canbe used as an appropriate model of brand personality with orbital ethics to create strategic tactics in the success of the future of higher education because the University with orbital ethics brand personality has a significant impact on university outcomes and increases productivity Manuscript profile

Open Access Article

3 - Financial empowerment strategies in small and Medium Enterprises with a fuzzy Delphi approach
Gholamreza Elahi parviz saeidi Jamadverdi Gorganli Dooji Maryam Bokharayan

Financial empowerment strategies in small and Medium Enterprises can be searched in the interdisciplinary topics of management, especially in the field of commercial and industrial management, with an emphasis on market research in businesses. Of course, it is obvious t More

Financial empowerment strategies in small and Medium Enterprises can be searched in the interdisciplinary topics of management, especially in the field of commercial and industrial management, with an emphasis on market research in businesses. Of course, it is obvious that the process of choosing financial empowerment strategies is not the same for every investor and small and medium-sized companies, so it is never possible to prescribe the same prescription for everyone and achieve more profit in the same way and succeed in the business market. In this article, an attempt has been made to determine financial empowerment strategies through collective wisdom. Therefore, the Delphi method, which is one of the group decision-making methods, is used. Undoubtedly Identifying financial empowerment strategies in practice brings the possibility of wide-ranging consequences for all stakeholders, including investors, managers and employees, suppliers and customers, as well as customer relationship management, customer satisfaction and complaints, consumer behavior analysis and the purchase decision process. In this thesis, using the research literature and theoretical foundations, empowerment strategies, the background of the research on domestic and foreign studies during the past decade, and then screening and identifying the final indicators of financial empowerment strategies in small and medium-sized companies with the approach Fuzzy Delphi with 63 final questions was conducted in two stages in the form of a questionnaire from experts, and finally the results and suggestions have been presented Manuscript profile

Open Access Article

4 - Structural model of the impact of innovation culture on market performance with mediating role, marketing and product innovation in Tabriz auto parts manufacturing companies.
yagub akaber vahid fattahi sarand Jebreil Marzi Alamdari

The purpose of this research is the structural model of the impact of innovation culture on market performance with the mediating role of marketing innovation and product innovation in Tabriz auto parts manufacturing companies. The research method is descriptive-survey. More

The purpose of this research is the structural model of the impact of innovation culture on market performance with the mediating role of marketing innovation and product innovation in Tabriz auto parts manufacturing companies. The research method is descriptive-survey. The statistical population of the research included 190 managers of automobile parts manufacturing companies in Tabriz. The statistical sample was obtained using the table of Karjesi and Morgan 123. which was chosen randomly. In order to collect research data, a standard questionnaire was used. In this research, content validity was used to measure the validity of the questionnaire, and Cronbach's alpha coefficient was used to measure the reliability, and the validity and reliability of the questionnaire were confirmed. And in order to analyze the data while using descriptive statistics, structural path modeling was used based on partial least squares approach. The results of the research show that innovation culture has a positive and significant effect on market performance with the role of mediator, marketing and product innovation. Innovation culture has a positive and significant effect on marketing innovation and product innovation. Marketing innovation has a positive and significant effect on product innovation and market performance Manuscript profile

Open Access Article

5 - Investigating The effect of planning and sales strategy on the performance of knowledge-based companies
Mina Sarshar Majid Fattahi Niloufar Imankhan

Today, technology-oriented companies are considered one of the main sources of wealth creation and competitiveness, considering the fact that the ability to provide technological and innovative products is the reason for the success of companies in a highly dynamic envi More

Today, technology-oriented companies are considered one of the main sources of wealth creation and competitiveness, considering the fact that the ability to provide technological and innovative products is the reason for the success of companies in a highly dynamic environment, experts consider marketing knowledge in knowledge-based businesses as the basis. They have proposed a sustainable competitive advantage. Therefore, the main goal of this article is the effect of planning and sales strategy on the performance of knowledge-based companies. This study is a review article that reviewed accessible texts using the keywords Planning, sales strategy, performance of knowledge-based company. NoorMags, SID, Google Scholar were mainly used in the search. Free search in Google search engine was used to collect background information. A strong sales strategy plan can lay the foundation for a cohesive and successful sales organization. This research showed that sales strategy and planning have a direct relationship in the performance of a knowledge-based company. It is suggested that the managers of the company develop a plan to achieve the sales goal and sales activities with the sales strategy. Also, sales strategy increases business victory in competition, retention and increase of customers for that business. Manuscript profile

Open Access Article

6 - Explaining the Effectiveness of Factores Affecting the Satisfaction of Small and Medium Companies from Electronic Banking Services from the Perespective of Entrepreneurship.
Hadi Ghadimi Hossein Vazifehdust vahid reza mirabi

The present research is an exploratory mixed-method study with a structural-interpretive modeling approach, conducted using a survey method. The qualitative phase data collection tool consisted of semi-structured interviews, and the quantitative phase involved a questio More

The present research is an exploratory mixed-method study with a structural-interpretive modeling approach, conducted using a survey method. The qualitative phase data collection tool consisted of semi-structured interviews, and the quantitative phase involved a questionnaire developed from the qualitative interviews. The validity of the research tools was confirmed through expert consultation and university professors' feedback, and their reliability was established through a pilot study, resulting in a questionnaire reliability coefficient of r=0.85, indicating high reliability. In the qualitative section, a targeted sample of 12 experts and stakeholders was selected. In the quantitative section, 60 deputy managers, managers, and experts from small and medium-sized companies in the industrial town of Eshtehard Karaj, who were recipients of banking services, especially digital banking, were selected using cluster sampling. By gathering expert opinions in the structural-interpretive modeling method, themes were identified, and the relationships and sequence of factors were transformed into a model of factors affecting the satisfaction of small and medium-sized enterprises (SMEs) with digital banking services. The results showed 122 primary codes, 28 sub-themes, and 12 main components, including high quality of digital banking products and services, sustainability in digital banking development, operational digital banking system, creating a competitive environment, employee training, customer expectations consideration, creating a distinct product and service in digital banking, market-oriented attention and planning, brand value creation in digital banking, legal compliance in digital banking, observance of social citizenship rights, and stakeholder requirements consideration. Manuscript profile

Open Access Article

7 - Presenting the relationship model of customer hostility with mixed elements of marketing in the Modirankhodro company
Aliasghar Poorteymoor soheila zarinjoy alvar fereydoun omidi

In the current changing and uncertain conditions, businesses must expand their tangible and intangible resources and internal capabilities so that they can respond appropriately to environmental changes. Therefore, they can achieve long-term goals if they have a written More

In the current changing and uncertain conditions, businesses must expand their tangible and intangible resources and internal capabilities so that they can respond appropriately to environmental changes. Therefore, they can achieve long-term goals if they have a written strategic planConsumer hostility is one of the limiting factors of the globalization of markets and its effects on purchase decisions are considered to be one of the most important topics in the field of marketing and consumer behavior, which are less studied than other concepts in this fieldThe purpose of this research is to provide a model to explain the relationship between customer hostility and mixed elements of marketing in the company of Modirankhodro in a qualitative method based on ground theory. became.Sampling continued using the snowball method and reaching theoretical saturation. Finally, 11 people were interviewed and the results of the interviews were analyzed using MAXQDA software. The main findings of the research are presented in two parts: conceptual framework and conceptual model. Manuscript profile

Open Access Article

8 - Identifying and Prioritizing of Factors Affecting the Development of Food Tourism in Yazd City
Omid Bayat

The current work is descriptive-survey research according to the characteristics and methods. The data was collected based on the research literature, experts' opinions and the use of questionnaire. In the first step, 16 tourism industry experts were interviwed in order More

The current work is descriptive-survey research according to the characteristics and methods. The data was collected based on the research literature, experts' opinions and the use of questionnaire. In the first step, 16 tourism industry experts were interviwed in order to extract and verification of the factors using Delphi method. After the confirmation of the factors in the second step, a questionnaire was prepared and given to 58 managers of restaurants, hotels, tours and recreational centers in Yazd city. Findings of the research identified the most important factors in the order of weights, which are: preparation of healthy food (weight=0.7264), customs and traditions of local people in welcoming tourists (W=0.0534), observance the health principles (W=0.0445), appropriate and trained manpower (W=0.025), holding food festivals in appropriate seasons (W=0.0233), appropriate advertising and information (W=0.0173), variety of foods (W=0.025), quality and style of food presentation (0.0172), creating a food tour in nature (0.017), making food service memorable (0.0168), chefs' sufficient knowledge and skills (0.0156), customers' perception and emotional and logical interpretation of local foods (0.0144), providing discounts and reasonable prices (0.012), quality and type of food serving place (0.0098) and tourists' tastes and psychological factors (0.0 075). Considering research findings, tourism planners and related industries should focus their efforts on proper organization of the tourism industry, meeting the customers' needs, strengthening the local economy, as well as creating a correct and accurate framework for managing local and regional food resources. Manuscript profile

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