فهرست مطالب ایدا شیوا

The objective of this research, conducted at the edge of advertising knowledge, is to present a comprehensive model for predicting future trends in the field of visual metaphors in advertising through the evaluation of scientific performance and knowledge structures. To achieve this purpose, in this quantitative review, we have endeavored to extract prevailing patterns in the realm of visual metaphors in advertising and provide some implications to advertising strategists, marketers, and researchers interested in this field. For this aim, after selecting an appropriate literature search strategy and applying screening criteria, we extracted 743 articles from the Scopus database. These articles were subsequently analyzed using "RStudio" and "VOSviewer" software. The findings of this research, in the first section, have provided a comprehensive evaluation of the science performance by extracting the annual publication trends and identifying the most cited articles, journals, and authors. Additionally, it has determined the core journals in this field using Bradford's Law and assessed author productivity through Lotka's Law. In the second section, through the analysis of co-occurrence, co-citation, and collaboration networks, this research has contributed to a comprehensive assessment of the conceptual, intellectual, and social structures of knowledge within research domain. In the third section, the proposed research model is presented, illustrating the evolutionary process and future research directions in the field of visual metaphors in advertising.

Nowadays, firms try to improve their performance by means of different factors. Among these components, market orientation with the two approaches of exploration and exploitation behaviors, has particular influence on different types of innovation and business performance. The purpose of this survey is to consider the effects of exploration and exploitation behaviors in market orientation on innovation factors (radical / incremental) and business performance to identify the relationship between them and help the managers make appropriate decisions to improve the performance of their firm. In order to verify the conceptual model, managers and experts from 138 companies in food industry have been evaluated by a questionnaire including 35 items. The data were analyzed, and the research findings revealed that from the managers’ point of view, the exploratory market orientation through radical innovation as a mediator variable has an indirect positive effect on firm performance while exploitative market orientation has direct positive effect on firm performance. The findings also showed that incremental innovation doesn’t have direct effect on firm performance. However, radical innovation has direct positive effect on firm performance

Ambidexterity is one of the strategies used by dynamic businesses to give a suitable response to the current high competitive business environment. It can be investigated in different dimensions such as market orientation and innovation as the two necessary key success factors in a firm. The strategy of using both exploration and exploitation dimensions simultaneously in market orientation and innovation is an area that has not been investigated systematically. The purpose of this survey is to test the indicators which can measure market orientation ambidexterity and innovation ambidexterity. We distributed questionnaires among 186 managers in addition to the marketing experts of food firms, of which 138 questionnaires were collected and analyzed by exploratory and confirmatory factor analysis. We propose a model based on the results to measure ambidexterity of orientation and innovation strategies.

In the recent decades, because of the fast cultural, economical and industrial changes and the need of our country to promote wisdom –based structures and making value of knowledge, and the importance of entrepreneur’s position in economical growth and social evaluation’s trends, it seems that studying about entrepreneurship and training people with the abilities and skills of launching a good business, and localization of The titles and content of the courses according to the national needs, mark as the main tasks of the universities, So that in this research we review the courses and headlines of the "entrepreneurship - small businesses" undergraduate curriculum which for the first time was established in management faculty of Tehran university. The paper is based on the reviewing twelve of the best universities in entrepreneurship in the world and compares the syllabuses and contents of different courses with universities in Iran, questionnaire survey/analysis and open interviews with masters and students of Tehran University and using content analysis and Delphi method. In this research that comes from a project which has been done in Tehran University with the subject of “Reviewing the undergraduate entrepreneurship curriculum with the professional orientation to the Small Business Management” we have tried to prepare a new undergraduate curriculum for whom studying in this field. In this survey according to the education needs and society conditions and paying special attention to the Islamic and Iranian culture, a new curriculum with the new courses, contents, references& ways of teaching in compare whit the best universities of the world has been recommended.