نشریه کاوش های مدیریت بازرگانی
پیاپی 18 (پاییز و زمستان 1396)

Nowadays, knowledge is more and more applied in using domestic products, pushing the boundaries of technology, and increasing its penetration in the export development strategies. This has attracted economic theories to the factors that affect exports based on top technologies. One may refer to governance as the most important factor in this regard. The aim of the present study is to investigate the effect of governance on the high-technology-based exportation in G15 developing countries based on during the period 1991-2014. Using a panel data method, this econometric study points to a significant positive correlation between governance and other standard variables such as GDP per capita, exchange rate and FDI on one hand and the exports based on superior technology on the other hand. In fact, improvement in each aspect of governance (e.g. public participation, political stability, government effectiveness, knowledge-based policies, material and intellectual property rights, rules and regulations, freedom of speech, and control of corruption) has a statistically significant positive effect on exports of high technology.

When dealing with the dynamics of systems, tools and processes may be of use to understand the behavior of complex systems and, consequently, to make decisions and adopt appropriate policies. These all can be guided in the right direction to make changes. In this study, the technique of dynamic modeling is conducted to revive services in hotels, and the long-term impact of this revival on the brand and increase of customers is investigated. Next, a dynamic system is introduced and the services are restored by thoughtful considering of all the aspects of the issue, such as education and employment of trained and experienced staff, quality of human resources, quality of services, customer’s cost (price), quick resolving of service claims and customer complaints, degree of attractiveness to customers and competitors of the hotel, simulation of the impact of each variable on customer services and, customer’s loyalty. The method of the research was interviews with 100 experts and customers of 3-star hotels and over in the city of Mashhad as well as the statistical data available in the literature along with Vensim software. The study is done in a 58-year perspective from 2013 to 2071. The research focuses on proper strategies and policies, explains different scenarios, and extracts the factors that affect hotel customers’ loyalty in the competitive world.

The present study aims at investigating the impact of ethical marketing in consumers’ willingness to buy through the Internet according to the trust icon. The study is conducted by using a descriptive survey, and its population consists of the users of social networks in 2016 selected randomly. As many as 350 questionnaires were distributed, returned and analyzed to gather the required data. The data were analyzed by using SPSS, Amos software packages, statistical methods such as regression analysis, and structural equations. The results supported the research conceptual model and showed that ethical marketing has a significant effect on the consumer’s willingness to buy through the Internet (P

Entrepreneurial orientation is based on studies that plan strategies according to the action patterns or decision making styles. By providing unique and innovative products focusing on customer needs, companies can allocate themselves a larger share of the market. The goal of this descriptive correlational research is to examine the effect of entrepreneurship and its results on the market orientation and, consequently, the influence of the latter on the auto parts manufacturers’ performance. So, to measure these variables, a questionnaire was designed: Cronbach's alpha was found to be 0/88 for entrepreneurship, 0/90 for market orientation and 0/77 for performance. The results of PLS showed a t bigger than 2, which indicates the significance of the impact of the entrepreneurship on market orientation and, consequently, market orientation influence on the performance. Moreover, the results of a multiple regression analysis showed the impact of the risk-taking factor and pioneering on the responsive active market. Also, responsive and proactive market proved to have a significant effect on the performance of auto parts manufacturers.

One of the most important marketing concepts that are nowadays widely discussed by scholars and experts in marketing is brand equity. In this study, the effect of CSR initiatives on brand equity is investigated with regard to the mediating role of brand personality and brand reputation. The study is an applied one in terms of its objective and correlative in terms of the method. The research population consists of 384 consumers of hygienic products in chain stores in the city of Rasht For hypothesis testing, correlation and structural equation modeling are used. The results show that there is positive and direct effect as well as positive and indirect effect of CSR on brand equity. Indirect effects of CSR on brand equity are supported through the mediating role of brand personality and reputation. The effect of brand reputation is found to be stronger than that of brand personality in the indirect effect on brand equity.

In recent years, the supply of goods outside official channels of distribution has created a type of market that is known as gray market. Because of its nature, this market has advantages and disadvantages for consumers and manufacturers. Given that no study has been conducted on interpersonal and sales promotion effects, and due to the necessity of knowing the market and consumer behavior, this study aims to investigate the impact of sales promotions and interpersonal effects on consumers’ purchase intentions. The study is a causal one, and statistical population consists of the customers of home appliances stores (which are not manufacturers’ agents) in Kerman. The number of participants is 350, and questionnaires are used to collect data. The results suggest that monetary promotions impact the perceived quality, but non-monetary promotions have no impact on the perceived quality. Also, it was found that normative and informational interpersonal factors influence the status consumption. Another result of this study is the effect of the perceived quality and the status consumption on the intention to purchase gray market goods.

Nowadays, organizations are active in complex circumstances which make it inevitable for them to be constantly innovative and do research to develop new products. Therefore, regarding environmental changes and the increasing awareness of nature researchers have developed products that reflect the necessity of saving the environment. Also, in many countries such as Iran, due to the necessity of meeting customers’ needs quickly, more complexity in designing products and speedy changes in technology, it is vital to select a complex for developing a new product in order to fulfill a company’s long-term success. Thus, the most important components affecting the development of new green products in small and medium industries were identified, simulated and predicted according to the present situation in this study. Later in the research, the effects of these factors on each other were studied. Using a flow model, it was shown that, if the percentage of the returned natural goods decreases, it will result in an increase in the company’s revenue and an increase in the level of green projects. Also an increase in the required staff and facilities for green projects increases the company’s ability to recycle and regenerate, more projects will be conducted over time, and, finally, it will result in developing green products. This will, consequently, increase the revenue of expansion of green projects. It can be, thus, concluded that developing projects for producing green goods in an organization ultimately leads to improved financial performance of companies and their revenues.

Customers’ purchasing behavior is guided by a set of social behaviors. The primary purpose of this study is to structuralize and validate the relationships in a new pattern of the effects of consumer's innovativeness, emotional values, and competition on their intention to purchase foreign-brand goods. To achieve this purpose, all the clients of the appliance-supplying commercial complexes across Sanandaj, west of Iran, were considered as the study population and enrolled into the study. From the methodological perspective, this work is a correlational-applied study conducted according to a descriptive-survey method. The required data were gathered through combination and consolidation of a number of standard questionnaires, with some formal modifications. The content validity of the recognized factors was confirmed by experts and the construct validity of the developed scale by factor analysis and KMO index. The scale's reliability was investigated and then confirmed by Cronbach's alpha coefficient for all the variables. Through the data analysis, it was indicated that the raised variables are good predictors of the intention to buy foreign-brand goods. Therefore, it can be argued that a consumer’s innovativeness, emotional values, and sense of competition independently influence his or her tendency to purchase foreign-brand goods to a certain degree. The other results obtained suggest the appropriate goodness-of-fit and the good degree of approximation of the recommended model.

The present research was done to investigate the relationship between sales culture and customer’s perceived value in banks of Poledokhtar. The data of the study, which is correlative and operational in nature, were collected by a descriptive- surveying method. The research population included the employees and customers of the private and governmental banks in Poledokhtar city. The employees were 141 and the customers were unlimited in number. All the employees were selected to participate in the study. Also, 384 customers were selected by Cochrane formula as the research sample. Data collection was done by means of a questionnaire whose face validity and content validity were confirmed by experts, and its structure and convergence validity was confirmed by statistical methods. The reliability of the questionnaire was assessed through its construct validity using confirmatory factor analysis and Cronbach's alpha coefficient. The value of this coefficient for the variable sales culture was found to be 0.945, and 0.911 for the perceived value. The data were analyzed with the benefit of structural equation modeling. The findings of the research indicated that there is a direct and significant relationship between sales culture and customer’s perceived value. Also, there is a direct and significant relationship between all the six dimensions of sales culture and customer’s perceived value.

Marketing capabilities enable an organization to identify customer needs and respond to them through planning of marketing activities, investment and execution. Managers would see the results of their adopted strategies and decisions in terms of their performance criteria. The purpose of this study is to investigate the effectiveness of spanning marketing capabilities on organizations’ financial performance and process performance (i.e. quality and efficiency). The study rests on a descriptive-survey design while being an applied work concerning its goals. All the presidents, vice presidents, and specialists of Melli Banks in metropolitan Tehran were considered as the study population. After dividing the city into five regions and conducting a cluster sampling process, 385 questionnaires were handed out with reference to Krejcie and Morgan Table. To assess boundary-spanning marketing capabilities, the questionnaire proposed by Santos-Vijande et al. (2012) was implemented, but financial performance and process performance were evaluated using the questionnaire developed by Nicolas and Cerdan (2011). The construct validity of the study was calculated by confirmatory factor analysis. Further, Cronbach’s alpha coefficients for various constructs were higher than 0.7, which indicated their reliability. In order to analyze the obtained data, structural equations modeling and confirmatory factor analysis were performed by the LISREL software. The findings showed acceptable values after measuring the models’ variables. Further, the results of the path analysis procedure indicated that boundary-spanning marketing capabilities directly and positively affect financial performance and process performance.

The purpose of this research is to analyze the impact of viral marketing in social networks on the purchase intention of consumers. The research is an applied one, and, in terms of methodology, it is a descriptive survey. The statistical population of this research consists of the users of Telegram social network. In order to gather the research data, a questionnaire is used, and the research results are derived from the analysis of 196 valid responses to the questionnaire. Experts’ and scholars’ views are reviewed to check the visual and content validity of the questionnaire. A reliability analysis is conducted using Cronbach’s alpha test, and it is found to be 0.926. In order to check the convergent and discriminant validity values, Smart PLS (determining factor loading) and SPSS (determining correlation among 11 variables) are used. Also, in order to test the research hypotheses Smart PLS is used, and a path analysis is conducted. The results of the research indicate that beneficial perception of information, social norms and perceived risk have a meaningful relationship with purchase intention.

Organizational reputation has been raised and explained by researchers in recent years. But theorizing of national reputation, as a new subject, is in its early stages. The aim of this study is to propose a conceptual model for national reputation. This model can be used as a template by policy makers and researchers in various fields, especially the economy and trade of Iran. The method used in this research is qualitative grounded theorization. In order to identify and define the concepts related to national reputation, the corresponding literature has been studied in the first step. In the next step, the national reputation model has been clarified through interviews with official executives, private sector executives and management professors, based on the grounded theory research method. In the end, the nation branding challenges and strategies are discussed for the implementation of the model.