سید مسلم علوی

The change in governance patterns of the higher education system will undoubtedly leave extensive changes in other components and elements of this system. A brief look at the evolution of the university governance system shows that today, new governance models such as the market-oriented model have attracted the attention of many higher education systems worldwide, and different countries are moving towards the market-oriented and society-oriented governance model in terms of their legal, scientific and developmental frameworks. The present article, by examining the transition of university governance models in four countries including France, Iran, Germany and Italy in the form of a comparative study, tries to answer the question of what changes have been experienced in the governance of universities in the mentioned countries during the past three decades. Another question that this article seeks to answer is which of the mentioned models or a combination of them creates more functionality and benefits for the higher education system. Research findings show that university governance models can generally be classified into 4 general categories including market-oriented, government-oriented, academic and hybrid governance models. Also, these models can be compared with each other from the 12 dimensions of university governance. Another finding shows that in the transition from one model to another, the tendency to change from the government-oriented model to the academic model and then to the market-oriented models and finally to the combined model can be seen. Of course, this process has not been the same in all the countries examined in this research, and for this movement, legal and structural changes in the university governance body are very important.

The higher education system challenges in the new millennium are twofold. On the one hand, it has faced the growing and diverse expectations of various stakeholders, and on the other hand, it is confronting a reduction in government financial support and a double emphasis on wealth creation, empowerment, decentralization and increasing the scope of creativity and entrepreneurship in universities. These requirements have shifted universities towards third-generation universities and, consequently, will affect the way they would be governed. Regarding to these points and due to the emphasis of the fifth and sixth development plans of the iranian government in which the nature and method of leading universities is doubted, there is an increasing need to move towards the third-generation universities and therefore, the purpose of this study is to design a governance model for these universities and explain the relationship between Its dimensions.

This applied and developmental research has utilized two strategies: meta-synthesis and total interpretive structural modeling (TISM). The statistical population in the meta-synthesis approach consists of the studies conducted on university governance in the form of articles, books, and reports. In TISM, it encompassed a group of experts (professors of higher education management) in the field of university governance at Shiraz University. Through this research project, while we identify the dimensions of the governance model of the third-generation university using the meta-synthesis method, these dimensions will be leveled according to the TISM approach in terms of the degree of influence on each other. Discussion and

The findings reveal that all the concepts identified in the university governance model can be categorized into 27 indicators and 6 dimensions. These dimensions and indicators include academic independence (educational independence index: research, technology, financial and administrative), stakeholder participation (participation of various stakeholders), accountability (professional, legal, hierarchical, and social accountability), monitoring, Evaluation and Quality Assurance (Monitoring, Evaluation and Quality Assurance of University Performance), Transparency (Information Quality, Scope and Tools) and Risk Management (Financial, Administrative / Organizational, Environmental, Operational and reputational). On the other hand, the findings showed that the participation of stakeholders and, at the same time the scope of transparency and transparent information are under the greatest impact of other dimensions of governance model and the university independence indicators are at the first level of impact on other dimensions of governance model. Another point is that, the educational, research and technological independence can be effective on the process of monitoring, evaluating and assuring the quality of university performance through the process of risk management. It was further determined that the indicators of quality monitoring, Evaluation and Quality assurance can be effective on the scope of transparency and quality of information available to stakeholders by increasing the level of accountability.

The aim of this study was to investigate customer’s zone of tolerance by analyzing the expected and perceived gap between different marketing mix elements in Kosar sports complex. The present research is an applied study and falls into descriptive/survey category. Statistical population consisted of all the customers of Kosar sports complex in Shiraz, among which 300 individuals were selected using Cochran’s formula as the sample. Data collection tool was questionnaire. The validity of the questionnaire was tested using face/content validity and its reliability was confirmed by two approaches including Cronbach’s Alpha (96%) and split half (93%). Statistical analysis showed that among marketing mix elements, the largest gap in high-level performance, low-level performance and zone of tolerance belonged to the element of service. Other analysis showed that the sport complex has only been able to avoid the gap in low-level performance in promotion element among others, while these gaps were observed in high and low-level performance in all the other elements. It has also been indicated that among the marketing mix indexes, getting access to the top management of sport complex was encountered with the largest gap in low-level performance and the lowermost zone of tolerance. In addition, it was revealed that a well-equipped place had the widest high-level performance gap.

In general, loyalty and the effects of various customer loyalty programs have always been an important issue for the insurance industry, especially in the present economic condition which is full of recession and inflation in recent years in Iran. Considering the very small contribution of the insurance industry to the GDP of Iran and the ability to increase this amount by improving the customers’ loyalty and development of insurance services, identifying those programs that can lead to more loyalty of current customers of the insurance industry and, on the other hand, attract new customers are of high importance. In this research, the basic issue is the examination of various loyalty programs ranging from immediate to long-term, hard to soft within a multifaceted combination and their impact on customer loyalty. The present research is applied in terms of purpose and in terms of the method is considered experimental (Salomon four-group design), which is followed by a survey approach. The population under study consists of all the clients of the Ambirkabir Branch of Asia Insurance Company in Shiraz by the end of December 2014 (412 people). Using Cochran formula, 200 individuals were were randomly selected as the sample. Two independent questionnaires were used to collect the data. Research questionnaires were collected before and after recieving financial rewards (granting of discounts, providing free insurance and giving out gifts based on their purchase) and non-financial rewards (contact with the client in person and on the phone for the provision of insurance consulting services and placing the customer within the special customer group and introducing them to the social networks of the company's customers), and also before and after the granting of instant and long-term rewards. Paired t-test and dependent t-test were used to analyze the data. The findings indicate the impact of instantaneous program on customer loyalty. This is associated with the analysis where friendly and cooperative relationships with the company has led to continuous and consistent customer relationship with the company. On the other hand, a better understanding of the needs and expectations of the customer and maintaining a positive relationship with him, influencing the positive emotions and feelings of the client in using the insurance services and building an emotional value to the insurance company have all been effective. Besides, running an instant messenger program gives customers a sense of belonging and specificity. The economic conditions of the Iranian society have been falling dramatically over the past years and it is natural that provision of financial rewards, discounts coupons and free gifts can increase their loyalty to a particular insurance company. Other findings indicated that the instantaneous programs were not effective on customer loyalty. In fact, since the customers may consider such a positive attitude in his first encounter up until the last deal with the insurance company as their right, one should not expect the implementation of long-term programs to have a significant effect on their loyalty. Eventually, hard programs have been effective, to some extent, on customer loyalty. In order to design loyalty programs, it is recommended that, in addition to forming a customer club and designing a loyalty card, virtual interaction with the customers will be developed to identify needs, meet their needs and improve loyalty. It is suggested to use greetings, postcards, booklets, ezines, and etc while implementing soft loyalty programs. On the other hand, the provision of personal services such as insurance consulting services, outsourcing services and personalization of the virtual interactive environment with the client can be placed on the agenda of the company. In implementing hard loyalty programs, you can also share with the customer the profit from applying their corrective comments on the provision of services, discounts, free sidelong insurance, and the gifts and rewards in proportion to the volume of purchases, increased customer loyalty and increased trust in company products and services. It should be noted that according to the results of the research, the implementation of soft instantaneous programs was the priority and postponement of such programs is not desirable for the customers. On the other hand, the company can also pay attention to the hard instantaneous and long-term issues along with these measures.

Organizational change is one of the key decisions in every company. If managers do not pay attention to organizational resources, especially non-tangible ones such as knowledge, innovation and intellectual property management, Organizational Change cannot be implemented as expected. This paper aims to develop a model for today's organizations in the oil and gas industry seeking to become a knowledge-based organization. For this purpose, the requirements and necessities of oil industry to be a knowledge-based organization discussed firstly. Then, the constituencies of developing a model defined. The research model is built on the idea that creating competitive advantage requires organizations to prioritize and choose one system among three systems including knowledge management, innovation management and intellectual property management in the scope of intangible capital management strategy. A combination of these foundations and concepts led to a model for organizational change in the oil industry, a model consists of six steps by which organizations can move towards the knowledge-based organizations in the oil industry.

Colors as one of the most fundamental components of any product (especially apparel) have a significant impact on consumer behavior. These effects can be studied on various aspects, so that with a thorough analysis we can manufacture desirable apparel with appropriate color suited to the needs of customers. In this study, in order to fill the research gap, the effect of color on customer purchase intention is investigated and the difference between the views of men and women about each of the dimensions is analyzed.
Statistical population consists of all store's customers at Setareh store in Shiraz in which we chose 279 individuals. Questionnaire validity is tested by two approaches including face and content methods while we conducted two methods to verify the reliability including Cronbach's alpha: 86%, and split half: 76%.
Findings showed that the most important factor among the others affecting customer purchase intention is customer color preferences while color norms does not affect customer purchase intention. Another findings reveals that only about the color norms, women and men have Different opinions. On the other hand, among the cultural, religious, friends and individual interest, individual interest factor is the most effective predictor of choosing a special color.
Color, as a low-cost element in apparel products, plays an important role in customer decisions. If a special color is of high importance compare to other colors and it is of customer's interest, it will be preferred.

The purpose of this study is to determine the personality features of entrepreneurship and proposing an educational model to develop these characteristics in elementary school. At the first step, the personality requirements associated with the entrepreneurial process determined and then those requirements are prioritized in the development of entrepreneurial capability. In the next step, researchers provided a list of activities and educational approaches in the elementary school, and then they investigated the effect of each activity and their weights. Finally, an educational model for developing student entrepreneurship capabilities is presented. This applied research is a mixed exploratory one. The statistical population divided into two parts: entrepreneurs of the industry and teachers in education sector (especially elementary school). Statistical sample was selected using judicative and purposeful methods and is developed by snowball sampling technique. Content analysis, hierarchical analysis and topsis method used for data analysis. findings show that participatory management approach in school curriculum, presenting models of behavior for students, purposeful encouragement and establishing positive emotional relationship with them, along with activities such as phonetic and dramatic arts, educational and imitation games, developing the verbal communication skills, and planning have a significant effect on The growth of entrepreneurial capabilities in students.

This study aimed to identify and classify the features of fast food restaurants. In addition, it was conducted to segment customers based on each of the identified categories. Statistical population consists of all the customers of fast food restaurants in Shiraz city among which 384 individuals were selected based upon their availability. The face and content validity of the questionnaire (the data collection instrument in this study) were approved and its reliability is confirmed using Cronbach's alpha (91%) and split half (85%) methods. The findings showed that 31 final features of fast food restaurants can be divided into 9 categories using factor analysis. The most important factor (we labeled it health and hygiene) includes some features such as sanitation of the employees in the restaurant, clean environment, courtesy and respect of the fast food staff, the safety of fast food products and the taste of fast food products.

The importance of packaging and brand origin (place of production) on the sale of agricultural products is increasing ever day. Despite of the importance of this issue, because of the failure of many Iranian producers to package agricultural products and the lack of attention to the origin of the brands, especially in province-made agricultural products, these groups of producers have not been able to take the lead in local and even provincial and state markets. Due to this fact, the experimental study conducted to evaluate the effect of packaging and origin of agricultural products among Estahbanian consumers of agricultural products. This research fell into the field of experimental researches - Salomon four-group design- And investigated the effect of packaging and brand origin of five products of estahban city including (strawberries, eggplant, yellow Plum, tomatoes and Cubanelle Pepper) on consumer behavior. Findings indicate that the products of Estahban city especially strawberry and Cubanelle pepper in an appropriate package have higher sales compared to non-packaged ones. Other findings about the brand origin of strawberries, Cubanelle peppers and particularly eggplants showed that these branded products using "estahban label" are more preferred than others.

An applied-experimental study using Solomon four group design has investigated the effect of social responsibility on Pegah brand preferences. Statistical population encompasses all Pegah customers among governmental offices in Estahban city. Among the customers, 200 individuals are randomly selected and divided equally into four groups. Validity of the questionnaires is examined via face validity approach while reliability is tested using Cronbach's alpha. Findings obtained by 5-fold test methods of Salomon approach showed that brand social responsibility as a whole (encompassing economic, social and environmental dimensions) impacts on brand preferences. Other findings showed that among the dimensions of social responsibility, economic dimension compared to other two has less impact on brand preferences.

Packaging as an important part of any product, has many different functions including product differentiation, brand image promotion and companies selling. However, Selling is not always the goal of packaging and sometimes packaging can act as a sympathetic father to save human life and well-being of people and prevent customers to buy harmful products such as tobacco. Regarding to this type of packaging which is alluded as prohibitive packaging in current paper, a growing trend of legislation by different countries is seen around the world. In this paper, the aim is to describe the prohibitive packaging and its dimensions and then we will investigate the impact of these packagings on prevention of tobacco selling. Finally we will be considering legal developments in this field in the world and Iran to recommend some practical suggestions.

In this study using system dynamics approach we tried to forecast the behavioral pattern of each of the four dimensions of Aida model with an emphasis on the role of integrated marketing communication (IMC) elements. Required data to forecast the behaviors of variables are extracted from a database of jahan Kesht Company and using Vensim software we performed scenario based analysis. Findings showed that at the end of 10 years of predictions if company increase its budget on integrated marketing communication elements including public relation, advertising, personal selling and promotion (0.3, 0.3, 0.2, 0.2), the number of customers in terms of the number of people who are attracted, motivated, intended to buy and loyal, goes up to (2572,1276, 621, 402) respectively. In addition, scenario analysis showed that if marketing budget share of company's total budget and especially budget share of IMC of company's marketing budget will increase, the number of customers in each of the 4 levels would be increased and in consequence the second policy will be the most attractive one. Another finding of the scenario analysis revealed that the scenario of retaining old customers against attracting new customers, although during the next 5 years can lead to more loyal customers and less new customers, but after 6th year, it will result in less new customers and even less loyal customers.

Abstract: Today business climate requires brands to be socially responsible. Cause-related brands have risen from this thinking. They attempt to respond to stakeholders’ expectations and contribute to injured parts of society, meanwhile try to direct customer's attitude towards buying more. In this regard, the main purpose of the research is to study some motives of cause-related buying which affect customer attitude and purchase intention towards cause-related brands. This descriptive/ survey research examines the relationships among research variables by employing a researcher-made questionnaire, whose validity (construct and content)and reliability(Cronbach: 83/5% and split half: 77%) have been verified. Results show that motives can affect attitude towards cause-related brands and subsequently may influence purchase intention. However, among three motives, just company-based motives have influenced attitude and purchase intention of cause-related brands. On the other hand, cause-related fit was the only factor that could moderate the relation between cause-related brand attitude and its purchasing

Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention.

This study probed into the opinions of teachers and electrical engineers (working at electric industry) on the importance of providing some courses of law, administration, communications and accounting for electrical engineering students. This applied study fell into the category of descriptive/survey research. Statistical population consisted of all teachers of Electrical Engineering Faculty at Shiraz University and all electrical engineers of Fars Regional Electric Company. Sixty-nine engineers are selected as a sample while all teachers (16 teachers) answered the questions. To collect the data, a questionnaire is designed and distributed. Questionnaire validity is tested by face/content approach while its reliability is confirmed by Cronbach's alpha and split-half methods. To analyze the data, some methods including Kolmogorov/Smirnov, binomial, t-test and Friedman are performed. Findings showed that from the viewpoint of teachers, accounting, correspondence courses are of moderate importance, and other courses including technical reporting, law, employer relations, management, intellectual property, environment and energy are very important. Despite this fact, electrical engineers believed that legal and accounting courses are less important than other courses. Furthermore, teachers opposite to electrical engineers, put the legal and intellectual property courses in a higher level of importance.

Constant changes in customer needs and the increase of competition in industry lead companies to have a distinct definition of their customer needs and categorize them to plan and undertake satisfactory activities. Sport industry cannot be an exception and because of its main role in mental and physical health of society, this identification and subsequently categorization of customer needs can differentiate the clubs and may attract more customers and consequently lead to more healthy individuals. Based on this issue and in order to identify and categorize customer needs, a set of data is gathered in sport club of Narjes Shiraz using researcher made questionnaire among 280 customers. To test the validity of questionnaire, face approach is applied. Reliability test consists of two approaches including alpha cronbach (78%) and split half approach (71%). Data analysis is performed through three approaches including freedman test, Mann Whitney and kruskal Wallis tests. In addition, two distinct approaches of Kano model including maximum frequency and best and worst attributes are implemented. Based on findings, customer needs fall into four categories and the highest effect on customer satisfaction belongs to club availability for customer. On the other hand, there are differences among customers with different demography towards needs importance

As an applied study, the current survey has investigated the factors influencing political brand choice by voters. 560 questionnaires were distributed among those who had decided to attend in 11th Iranian presidential election in three large cities including Tehran, Shiraz and Rasht. Face validity approach was used to test the validity. For testing the reliability of the questionnaires, Alpha Cronbach (79%) was applied. Findings showed that the most important factor influencing the choice of president brand possesses some characteristics including law-abiding, acceptance of criticism, seeking consultancy, and speech in public and holding some face to face meetings with people. Also other findings revealed that in the view point of the largest cluster of voters, variables such as well understanding of people needs, expertise, power of utterance and the ability to speech has the highest importance and attributes like as candidate appearance (cloths, face and body physics), candidate party and having a distinctive symbol or slogan has the lowest importance in choosing president brand.

The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. present study falls into the category of applied studies and methodologically is a descriptive / survey research. statistical population consists of all Benetton customers who buy at benetton store in shriaz city, of which 384 customers (estimated by cochran formula) are selected using non probability sampling method. questionnaire validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). Findings reveal that, identity made by a brand can affect brand love and brand jealousy while brand love can influence brand jealousy. Another finding show that brand love unlike to brand jealousy has not influenced anti-brand activism. Analysing the mediating role of variables also shows that brand love has mediated – but not fully- the relationship between customer identification with brand and brand jealousy.

The main purpose of this survey is to investigate the factors influencing brand avoidance intention through customer attitude towards brand avoidance. Among Rasht citizens 268 individuals who have had an experience of avoiding Chinese brands were selected. A researcher made questionnaire (its validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (87%)) is distributed among samples. Findings reveal that customer’s attitude towards brand avoidance has mediated the relationship between perceived risk of using brand and brand avoidance intention and it has played a role of mediator variable between anti brand activism and brand avoidance intention. Consequently, two most important factors that affect customer brand avoidance would be the anti-brand activism shown by unsatisfied customer and his/ her perceived risk of using brand.