دوفصلنامه راهبردهای بازرگانی
سال بیست و هشتم شماره 2 (پیاپی 18، پاییز و زمستان 1400)

Strategy assessment process as an effective process in prioritization and selection, effective implementation of the organization's strategies, improvement in other stages of strategic management including drafting and implementation processes, and finally improving organizational performance and value creation in the organization, is very important. be The purpose of this research was to conceptualize the phenomenon of corporate strategy assessment through identifying, analyzing and presenting factors and components of strategy assessment. The research was conducted based on the meta-Synthesis qualitative method on 836 articles and related references found from 2000 to 2022. The results of 56 selected references were analyzed based on 63 categories or concepts, 24 sub-themes and 4 main themes (structure), including macro-organizational and development-oriented factors, organizational capability and resource-oriented factors, system and infrastructure factors, and strategic consequences. The findings of the research showed that the strategy assessment process is formed with a very small influence of macro-organizational policies and plans and the overall strategic direction of the organization and with a greater influence of systemic and infrastructural components and organizational capability, and as a result, systemic and infrastructural factors and Organizational capabilities have a great role in the formulation and implementation of the strategy assessment process. In the infrastructure factors, the "system and process approach" component has the largest share, and in the organizational capability factors, the "internal capabilities and competences" component has the largest share. Finally, the conceptual model of the strategy assessment process including the factors and components related to the phenomenon of strategy assessment was presented.

In today's virtual world, paying attention to the best features in website design can not only guarantee the survival of the online store, but can also make it an effective member of the family that has a caring and advisory view. Meanwhile, the richness and interactivity of the website are among the features that have important effects on consumer perception. This research aims to develop and test a model based on these characteristics that can explain the consumer support intention of online store. This research has been done in two parts, qualitative and quantitative. In the qualitative part, after interviewing the experts, the theme analysis approach was used to analyze the data, and after the coding process and preparation of the contents table, the conceptual model test was prepared. In the quantitative part, after confirming the reliability and validity of the measurement model, the structural equation model was tested. Criteria R2, Q2 and GOF well confirmed the overall fit of the model. Also, based on T-value values, all path coefficients and factor loads were significant at 95% confidence level, which indicates the confirmation of the structural model and all relationships between variables. Based on the results, online stores with proper design and management of richness and interactivity features can provide the necessary conditions to create a sense of consumer informedness and stickiness through understanding usefulness, pleasure, amount of search, and environment-based in information acquisition, so that the consequence is consumer support for the future sale of the website

The attraction of foreign direct investment through coverage of the savings-investment gap, technology transfer, transfer of technical knowledge and the use of new management skills and practices can increase economic growth. Therefore, The present study investigates the effect of efficiency and size of market on attracting foreign direct investment in two developing selected countries (sample group) and developed selected countries (control group) during the period of 2007-2018. For this purpose, from indicators of good market efficiency, labor market efficiency, financial market development and market size were used as explanatory variables, and the research model was estimated using panel data and generalized method of moment by two groups of selected countries. The results showed that the effect of good market efficiency, labor market efficiency, financial market development and market size on the attraction of FDI in both groups of countries was positive and significant. However, the coefficient estimates for these are larger for the developing countries. Also, the effect of control variables of political stability and population on attracting foreign direct investment in both groups of countries is positive and significant. But, the effect of the real exchange rate on the attraction of foreign direct investment in both groups of countries is negative and significant. Therefore, selected countries - especially developing ones - should increase the efficiency and size of domestic markets by improving their governance, removing trade barriers and moving towards a knowledge-based economy, in order to increase their competitiveness in attracting foreign direct investment.

So an organization needs strategic ambidexterity and consequently Increasing the efficiency and productivity of companies in order to survive, grow, Performance improvements, Product-service innovation, and the Possibility of competitiveness in today's dynamic environment. To maximize firm’s performance, Product-service innovation must be developed through a sequential Exploitation-Exploration pathway. To do so, initially, reviewing the literature, the conceptual model of this study was extracted, and then in order to analyze the research model and hypotheses, we examined 333 industrial firms in Isfahan city. For the validity of this questionnaire, the comments of professors and experts were used. For reliability, Cronbach's alpha was used and its value was determined to be 0.941. Path analysis method was used to analyze the data. According to the research model, data analysis indicates the existence of a positive and significant effect of exploitation and exploration on performance through product and service innovation and the mediating role of exploration in the impact of exploitation on performance Also, there is a positive and significant effect of exploitation activities in manufacturing companies developing product and service innovation on exploration activities and a positive and significant effect of product and service innovation on performance. The results showed that there is an optimal sequential Exploitation Exploration pathway in product and service innovation and exploitation-exploration pathway and the path to achieving profitable product and service innovation begins with the use of existing resources and capabilities of the firm and is followed by exploration to determine and develop appropriate technological applications.

The present study seeks to diagnose complications and analyze Ayandeh Bank's customer relationship management system using a three-pronged model. Research

The present study can be discussed in terms of philosophical foundations in the paradigm of positivism, it is an applied research-survey. The statistical population of the present study consists of the employees of Ayandeh Bank (western branches of the country). The sample size was determined using IBM SPSS Sample power software version three, equal to 110 people. The data analysis method was performed using one-sample t-tests and first-order confirmatory factor analysis with SPSS and AMOS statistical software.

According to the sample t-test, the health variable of customer relationship management system and its components (structural damage, behavioral damage, contextual or environmental damage) are at the desired level and below average. Discussion and

According to the research findings, the health variable of customer relationship management system is lower than average. Also, structural damages, behavioral damages, background or environmental damages in the branches of Ayandeh Bank in the west of the country are desirable and below average, indicating that Ayandeh Bank is safe from structural damages, behavioral damages, abnormal background or environmental damages. The confirmatory factor model of this study showed that the highest to lowest importance in explaining the health of the customer relationship management system in the branches of Ayandeh Bank in the west of the country are: 1. Structural injuries 2. Behavioral injuries 3. Underlying or environmental injuries.

Online shopping has increased dramatically in recent years. The product color name is used as a new strategy and marketing tool by increasing competition in online businesses and improving customer awareness. This study was aimed to identify the effect of color naming on consumer behavior and to present an appropriate model. This study was performed in a sequential exploratory mixed method. The qualitative study was interpretive phenomenology and quantitative study was semi experimental. The statistical population included customers of top online stores in Tehran who had online shopping experience. Sampling was done purposefully with maximum variation. The Results of a qualitative study showed that in six themes included attitudes toward different types of color names, semantic load of color names, consumer expectations of hearing color names, consumption perceptions from hearing the name of color, consumer behavior according to the type of product and finally consumer characteristics were categorized and the research model was presented. In quantitative phase, 3 scenarios were developed and the model were measured. The results showed that common names did not affect consumer behavior in any goods, but uncommon names did affect on consumers' attitudes toward the product. In goods with primary color characteristics, there is a significant relationship between color names and the purchase decision to the product. The semantic burden of color name was decisive on attitudes toward the product and consequently on consumer behavior.

Human-to-human marketing was presented as a tool for the comprehensive development of human societies and for the creation of a sustainable business. This type of marketing, which focuses on humanity, is a new concept for advancing b2b marketing. Building trust is the highest expectation of people towards CEOs, and managing trust in human-to-human marketing can provide solutions to current marketing problems. Therefore, following the design of a comprehensive model, the researcher has conducted this research in the framework of a qualitative approach and using the grounded theory method. Data collection was done through open and semi-structured interviews with 15 organizational and academic experts. Data analysis was performed in three stages of coding by Strauss-Corbin method using MAXQDA software. The results of the present study led to the identification of 23 main categories that in the form of a paradigm model including the central phenomenon (h-to-h marketing based on the concept of trust), causal conditions (factors affecting trust), underlying conditions (tendency to trust), conditions Intervener (confidence), strategies (emotional confidence building) and consequences (confidence rewards) were presented. These results show how trust management in inter-organizational relationships is possible through human-to-human marketing and what positive effects it has on the organization.

Reputation is defined as people’s general perception about a company's outstanding characteristics. In sale position, salesperson reputation is important for customers. Professional salespeople with their good performance create a positive mental image in the customers mind towards the company. This mental image attracts customers to the company and makes customers be presenter of the company in front of others which ultimately leads to an increase in the company's profits. Purpose of this study considers effect of perceived personality on reputation of sales force and it’s consequences on company's share of customer's wallet and desire to purchase frequency. According to this, present study in terms of objective and methodology is practical and descriptive correlational respectively .Using simple random sampling method, 80 people who are connected with the sales force of the companies located in Semnan science and technology park were selected as samples. For data analysis partial least squares method was used. Results of study showed that stable perceived personality and flexible perceived personality have positive meaningful impact on salesperson reputation. Due to enhancing Loyalty through ealesperson reputation we should emphasize on added experiential value. Also customer's loyalty has positive meaningful impact on both share of customert’s wallet and desire to times of shopping. Moderate of congruence between salesperson customer and customer affects relationship between loyalty and desire to times of shopping. Moderate of congruence between salesperson customer and customer doesn’t have any effects on relationship between loyalty and company's share

Recently, there have been no studies on child consumers, and it is accepted in the world that these days, children play a multifaceted role in consumption, these roles are: buyer, influencer, and persuader. Children are an important part of the economic, and their daily actions are as consumer in the economy. Many researchers have focused on the importance of children's influence on their parents' purchases, and many of them have realized the psychological effects of children's presence in the shopping experience. The purpose of this article is to identify the antecedents and consequences of children's experience as customers of shopping centers by reviewing past researches about children as retail consumers, focusing on the customer's shopping experience and consumer socialization. The approach of this research is qualitative and meta-synthesis. Data collection was done by documentary method and by reviewing all scientific sources in the statistical community of studies related to children as consumers in the period from 1988 to 2020. In this meta-synthesis qualitative study, the seven-step model of Sandelowski and Barroso (2007) was used, in this regard, 39 researches were examined in the field of the subject and finally 16 researches were selected purposefully. Among the reviewed studies, 62 codes and 5 concepts were extracted. Finally, the findings were presented in the form of a model. The findings also indicate that shopping centers should focus on the characteristics to attract children so that the desire to choose the shopping center increases.

Climate change is one of the most important challenges that has had an increasing impact on B2B businesses around the world. From this, B2B businesses are required to identify solutions to deal with climate change. One of the tools that can help these businesses in this direction is artificial intelligence. Therefore, the current research was conducted with the aim of identifying the discourse framework of solutions to deal with climate change based on artificial intelligence in B2B firms using the Q method. The philosophical framework of this research is the the interpretive-positivist paradigm (Q method), which is practical from the point of view of the goal. The research participants were 9 B2B business managers whose business is affected by climate change. Participants were selected purposefully. The views of the participants were analyzed by Q factor analysis and using SPSS 25 software. The results showed that the discourse framework of solutions to deal with climate change based on artificial intelligence is in three categories: education capacity-building, mitigation, and perception capacity-building.

Despite the increase and widespread use of social media in businesses, the identification and ranking of this new approach in the literature of the marketing field has been neglected. The current research was conducted with the aim of identifying and ranking the opportunities and challenges of the effect of advertising messages in social media. This research is based on mixed research, qualitative and quantitative, which is applied in terms of purpose and descriptive in terms of nature and method. The statistical population of the research is the experts of Iran Chamber of Commerce, Iran Trade Development Organization and academic experts. 31 members of the statistical population were selected using the snowball sampling method. The tool for collecting information is a paired comparison questionnaire. In the first stage, using the literature review and research background, opportunities and challenges were identified, and in the qualitative stage, by implementing the Delphi technique, the conceptual model of the research was extracted in the form of three main criteria and 18 sub-criteria. In the quantitative part of the research, using the fuzzy hierarchical method, it was found that in the field of opportunities, criteria related to marketing and advertising have the main priority, and in the field of challenges, criteria related to social factors have the highest priority. Indicators of breaking geographical borders in advertising and having a large audience from the social criterion as the first and second indicators in the section KeywordSocial media, advertising messages, opportunities and challenges, Delphi technique, fuzzy hierarchy

Deciding on the store location is the most important strategic decision of retailers for long-term profitability. Therefore, in order to achieve their goals, the managers and owners of retail stores make decisions concerning the target market and the purchase place, both of which are highly important in their success or failure. Therefore, the main purpose of this study is to provide an optimal location model with geomarketing (location-based marketing) approach in the retail industry using thematic analysis and interpretive structural modelling. For this, 14 experts in the retail industry were interviewed, and the content of the interviews was analyzed using MAXQDA software. Based on the results, 10 components and 82 indices were identified. Finally, using structural interpretive modelling, their interrelationships and influence on each other were determined. According to research findings, retail location is of great importance to customers. Companies can use the geomarketing approach to select the ideal location and spatial planning for the retail industry, to select locations with the maximum volume of trade, and ultimately to maximize profits.