مجید فتاحی

This research was conducted to present a digital marketing development model in the business-to-business sector by relying on the analysis of obstacles and inhibiting factors. This is an applied research conducted as an exploratory qualitative research. At first using the qualitative approach, the dimensions, components and indicators of the factors involved in the digital marketing of business to Trade and analysis of obstacles and inhibiting factors and the initial research model have been designed. Then, the leveling of each theme was done using interpretative structural modeling. The statistical sample included 15 experts, and the sample size was determined based on reaching theoretical saturation. Data analysis was done in the qualitative phase with thematic analysis method using Max Kyuda software and in the quantitative part with interpretive structural modeling method using Mic Mac software. Based on the results obtained in the qualitative phase, overarching themes including technological factors, socio-cultural factors, legal factors, marketing factors, and financial factors were identified. Based on the results of interpretative structural modeling, the variables are in six levels. A number of indicators were also identified for each of the identified main categories.

Today, creating wealth through the commercialization of new ideas and new businesses has become a serious and necessary category for countries. A country that can implement the cycle of idea to product will undoubtedly have a good economic growth. This study aims to explain the Commercialization Model of Knowledge-Based Ideas for Enhancement of Technological Capabilities in companies located in science and technology parks. Accordingly, the current research based on the objective is an applied research and is conducted on descriptive survey design. The statistical population consisted of all CEOs of companies based in Mazandaran Science and Technology Park, numbering 220 people. Based on the Cochran formula, 140 of them were selected through stratified random sampling method with proportional allocation. After distributing and collecting researcher-made questionnaires, Structural equation modeling and Smart PLS3 software were used to analyze the data. Findings showed that causal conditions, contextual conditions and intervening factors explain 23.8 percent, 32.3 percent and 88.8 percent of commercialization of knowledge-based ideas changes, respectively. Also, the effect of causal conditions, intervening factors and commercialization of knowledge-based ideas on commercialization strategies has been meaningful. Strategies have also had a positive and significant impact on commercialization outcomes. According to the R Square value for the variables of commercialization of knowledge-based ideas, commercialization strategies and consequences, strong prediction has been estimated. The obtained results indicate the effect of each of the different variables on the commercialization of knowledge-based ideas, Therefore, for success in commercialization, special attention should be paid to them.

The health system is one of the most extensive and productive service delivery systems in Iran and worldwide. Utilizing marketing science and specialized tools, such as the marketing mix, can play a significant role in marketing and managing the opportunities and challenges faced by health organizations. The present study explained and implemented the marketing mix in hospitals.

This qualitative study was conducted in the autumn of 2021 using content analysis inspired by the analytic steps of Graneheim and Lundman. The statistical population included experts and key individuals from health organizations in the field of hospitals in Mazandaran province, Iran. The participants were selected using purposive and snowball sampling. In addition, semi-structured interviews were carried out to collect data until data saturation was reached after 27 interviews.

This study included 16 (59.2%) male and 11 (40.8%) female participants. The average interview duration was 35 min. The qualitative results were extracted and categorized into two main categories, intangible and tangible assets, and eight subcategories, including price, service, promotion, process, brand, Place, physical evidence, and people.

This study demonstrated that the marketing mix in hospital service is a scientific and practical guide for improving the financial and organizational performance of the hospital. This marketing model can play an efficient and effective role in enhancing hospital coordination and management.

Digital transformation has had a significant impact on all elements of business, and the field of marketing is no exception to this rule. The development of businesses based on information technology, the presence of online shopping channels, changes in customer behavior, and the introduction of digital innovations every day have led business conditions in the right direction. According to the World Economic Forum, environmental degradation is a major global issue that must be addressed, and the importance of environmental orientation is increasing. However, the organizational trend towards green marketing for sustainability requires a fundamental revision in production and sales practices. While digital marketing and green marketing are key concepts in the modern era of marketing, not many attempts have been made to provide a model that integrates both concepts. In this regard, presenting a comprehensive and coherent model to explain how to align green marketing actions and digital marketing tools makes perfect sense. The main problem of the current research can be conceptualized in terms of the following: 1) the small contribution of digital marketing studies in the B2B field compared to the research conducted in B2C businesses; 2) focusing on the concepts of digital marketing and green marketing in the form of separate concepts in previous research and the lack of models that connect these two categories at the same time; and 3) the problems of the country's industrial companies, both in the field of digital marketing and in line with environmental measures. According to the above content, it is clear that there is a need for a model to explain how to use digital marketing tools in line with environmental goals in the B2B field. With these explanations, the current research is conducted with the aim of presenting a model of green digital marketing development in the business sector. The knowledge-enhancing contribution of this research is that it not only examines “digital marketing” in the B2B field, but also explains the concept of green marketing in the form of digital tools, a category that is really lacking in domestic literature. This research has been done with the aim of providing a green digital marketing development model in the business sector. 

Considering that the main purpose of this research is to present the development model of green digital marketing in the trade-business sector, it can be said that the current research is in the scope of development research in terms of its purpose. In terms of approach, this research is an exploratory study. Using the qualitative approach, dimensions, components, and indicators affecting digital marketing in the business sector and the research model are designed. In the following, the interpretive structural modeling (IS) method has been used to stratify the variables. In order to design the model, a group of marketing experts, including university professors and managers of industrial companies, have been selected and interviewed. Sampling has been done using the snowball method. The sampling of experts in this research has continued until the discovery and analysis process reaches the theoretical saturation point. This research has reached theoretical saturation by conducting 15 interviews. In the present research, according to the topic and research objectives, a semi-structured interview method was used. In order to determine the validity and reliability of the interviews, two methods of re-testing and double-coder agreement were used. In this research, thematic analysis methods were used to analyze qualitative data. Data analysis has been done in the qualitative section using MAXQDA software. 

Data analysis was done in the qualitative phase with the thematic analysis method and in the quantitative part with the interpretive structural modeling method. Based on the results obtained in the qualitative phase, overarching themes, including organizational factors, socio-cultural factors, legal factors, marketing factors, and financial factors, were identified. Based on the results of interpretative structural modeling, competitive advantage at the first level, variables of capital attraction and cost and income performance at the second level, customer orientation variables at the third level, variables of social networks and digital channels at the fourth level, rules and regulations, organizational culture, and education. And learning is at the fifth level, and finally, the organization's green orientation is at the sixth level. 

In confirmation of this finding, Shaukat & Ming (2022) also introduced the green orientation of industrial companies as a key factor in improving the performance of these companies. In confirmation of this finding, Shaukat & Ming (2022) also introduced the green orientation of industrial companies as a key factor in improving the performance of these companies. The results obtained in this research in relation to organizational factors agree with the findings of Setkute & Dibb (2022); Srivastava et al. (2022); Matt et al. (2015); Behra et al. (2022); and Dunakhe et al. (2022). Socio-cultural factors have been among other overarching themes identified in the green digital marketing development model in the trade-business sector. While many business organizations focus on the technological aspects of digital transformation, there is no doubt that culture is the most important key to digital marketing success. Culture represents a common set of accepted values and behaviors of an organization that defines how to make decisions and implement strategies. The results obtained in relation to socio-cultural factors with Varshani's findings (2020), Roth et al. (2020), Wright et al. (2019), Cartwright et al. (2021), Zamani et al. (2022), Mesibi et al. (2022), and Rostamzad (2021) agree. Legal factors have been among other overarching themes identified in the development pattern of green digital marketing in the business-to-business sector. To explain this finding, we can refer to the results obtained in one of the research studies last year. According to Lau (2022), only 27% of consumers fully understand how companies use their personal information, and 86% want more transparency. The results obtained in relation to the legal factors of B2B digital green marketing with the results reported by Hein et al. (2022), Jones et al. (2022), Pandey et al. (2020), Behra et al. (2022), Safavi and Mousaviyan (2019); Noami, Yazdanfar, Azad (2018), and Donake et al. (2022) are consistent. Marketing factors have been among other overarching themes identified in the green digital marketing development model in the business-business sector. In relation to these factors, we can mention components such as customer orientation and the use of social media channels as a tool to develop B2B digital green marketing. In fact, this result indicates the priority of customer-oriented and customer-oriented market orientation for all strategies of the organization in line with the development of B2B digital green marketing. This research, with the findings of Varshani (2020), Roth et al. (2020), Wright et al. (2019), Cartwright et al. (2021), Li et al. (2022), and Joss (2022), is consistent. Financial factors have been one of the other overarching themes identified in the green digital marketing development model in the business-to-business sector. Financial management has a central role in companies and is effective in budgeting, financing in financial markets, and evaluating capital and marketing projects. This finding is consistent with the results of Srivastava et al. (2022); Cartwright et al. (2021); Ghorbani and colleagues (2022); Zamani et al. (2022); Saura et al. (2020); Shankar et al. (2022); and Setkute & Dibb (2022).

The aim of the current research was to stratify the effective factors on entrepreneurial marketing with a green innovation approach in service organizations. The current research is applied in terms of purpose and descriptive-survey based on the method. In the first step, the factors affecting entrepreneurial marketing with the green innovation approach were identified through interviews with 11 academic and organizational experts. The output of this step was 16 components in 4 dimensions. Then, in the second step, the interpretation structural modeling method with Excel software was used for leveling. The results showed that this model has 4 levels, the customer orientation dimension is in the first level, the value orientation dimension is in the second level, the innovation dimension is in the third level, and the entrepreneurship dimension is in the fourth level, and the customer orientation dimension is in the dependent cluster, the dimensions of innovation and value orientation are in the

According to the increasing process of change and environmental developments, companies need e-entrepreneurship to respond effectively to their environmental needs. Therefore, the general purpose of the research is the model of e-entrepreneurship in small and medium businesses in the qualitative paradigm.

The nature of the current research is exploratory and qualitative data is used in it. The statistical population of the research is the elites and experts of the universities of Mazandaran province. In this field, the researcher used the snowball method, which achieved theoretical saturation after interviewing 10 elites and experts. The data was collected using semi-structured interviews and data analysis was done with the qualitative method of Grounded Theory.

Causal conditions including personality traits, organizational policy, digital plans and policies, organizational culture and structure, mental and social norms and expertise in digital entrepreneurship were identified. And the background conditions including correct and timely use of communication and information technology, research contracts, e-entrepreneurship training, relative advantage of the organization and e-entrepreneurship skills and intervening factors including small and medium business environment, political environment, economic environment and They are a cultural environment. The strategies were categorized in the form of two concepts of e-entrepreneurship development strategies and e-entrepreneurship dynamic capability. And the consequences of four concepts of e-entrepreneurship attitude, business growth of small and medium enterprises, sustainable development of small and medium enterprises and development of market share of small and medium enterprises were identified.

The model of e-entrepreneurship can be suggested to managers of small and medium businesses in Mazandaran province as a practical and comprehensive package for all managers.

The purpose of this research was to design an entrepreneurial marketing model aimed at improving performance. This study was conducted in a descriptive and exploratory manner. In the qualitative part, to identify the components, interviews were conducted with 10 academic experts in the fields of marketing and entrepreneurship, selected through a purposeful judgment method. The statistical sample in the quantitative section included 174 managers (high, middle, and operational) of the Social Security Organization, selected through simple random sampling. The findings of the qualitative section indicate that this model includes causal factors (entrepreneurial orientation, entrepreneurial mindset, entrepreneurial attitudes, opportunistic thinking), intervening factors (political, social, economic, cultural, nature of government organizations), contextual factors (personal values of entrepreneurial managers, entrepreneurial capabilities of managers, innovative marketing, ability to penetrate the structure, organizational structure, entrepreneurial cultural platform), strategies (re-engineering organizational processes, flexible organizational structure, dynamic marketing capacity building, creating a socially responsible organization, using social network marketing, creating new services), and consequences (optimization of decision-making, willingness to take risks, increasing the market value of the organization, improving organizational reputation, strategic dynamics, growth and excellence of the organization). Furthermore, entrepreneurial marketing has dimensions such as value orientation, customer orientation, innovation orientation, and entrepreneurship orientation. The findings of the quantitative section show that value orientation, customer orientation, innovation orientation, entrepreneurship orientation, and causal factors affect entrepreneurial marketing by 0.631, 0.741, 0.582, 0.489, and 0.551, respectively. Additionally, intervening and contextual factors and entrepreneurial marketing influence strategies by 0.350, 0.363, and 0.328, respectively, and strategies influence results by 0.719.

The purpose of this research is to present a social media marketing model in the fashion and apparel industry using grounded theory.

The nature of the present research is exploratory, employing qualitative data. The statistical population of the research includes experts and Ph.D. professors in marketing management at universities in Mazandaran Province. The researcher utilized the snowball sampling method to achieve theoretical saturation, which was attained after conducting interviews with 14 experts and scholars. Qualitative data were collected using structured interviews and analyzed through the qualitative grounded theory method.

Four axial codes were identified and reported for causal factors, including online electronic business developments, online electronic business experience, characteristics of online customers, and social media marketing capabilities. For contextual factors, four axial codes were identified and reported, including online digital culture, online digital thinking, online electronic transformation infrastructure, and online digital leadership. Additionally, four axial codes were identified and reported for intervening factors, including cultural factors, social media challenges, and social and legal factors. For the central phenomenon, three axial codes were identified and reported, including social media marketing tools, social media marketing advertising, and social media marketing performance. For strategies, five axial codes were identified and reported, including the use of influencer marketing, investment in social media marketing, digital knowledge orientation, digital culture creation, and logistics (support) strategies. Finally, customer attitudinal and behavioral outcomes, as well as organizational outcomes, were identified.

This research was initiated to develop a social media marketing model in the fashion and apparel industry using grounded theory. Through the qualitative method, the research progressed and reached a comprehensive model. At the end of the study, recommendations based on the researcher’s experiences are presented.

ost sales managers focus too much on the product and various marketing methods and not enough on sales strategy. The purpose of the study was the importance of strategic planning in the sale of organic products in knowledge-based companies. The adopted research method is exploratory mixed research. In the qualitative part, purposeful sampling was used. In total, 20 experts and university professors were interviewed. In the quantitative part, the statistical population included 30 knowledgebased companies, which were selected using a simple random sampling method based on Cochran's sample size formula. As such, 300 people were selected and a questionnaire was provided to managers and employees for model testing. The validity in the qualitative part was addressed taking into consideration the criteria of confirmability, dependability, transferability, and credibility, and in the quantitative part, was addressed using content validity and construct validity. Reliability was confirmed in the qualitative part by test-retest methods and intercoder reliability and in the quantitative part by Cronbach's alpha coefficient. The developed qualitative model was tested in the form of a questionnaire. In the quantitative part, the model was investigated using confirmatory factor analysis and the fit of the experimental model was determined. In general, the results of the structural model showed that the proposed model has sufficient validity, which was analyzed using the Amoss software for the structural equation model. The fit of the structural measurement models and the overall model were confirmed. Finally, the general approach of strategic planning in sales shows that in order to sell products in knowledge-based companies, there is a strong need for interaction among members to formulate their strategy.

Mazandaran's share of ornamental plants and flowers industry's exports has been decreasing over the past ten years, despite its proximity to CIS countries. The aim of research was to achieve a stratified model of effective factors in the export development of ornamental plants and flowers in Mazandaran in the form of a comprehensive stratified operational model that has a practical nature. By reviewing the research literature and attracting the opinions of experts, the subject was identified in the form of 22 factors and 98 indicators. The basis of the research was the judgments of a group of experts and export experts and export producers from Mazandaran, who were selected based on a purposeful judgmental sampling. The validity of the researcher-made questionnaire was confirmed by experts. The data obtained from the questionnaires were analyzed using interpretative structural modeling, and were drawn in terms of influence or impact on 6 levels in an interactive network. The findings showed that factors "International political and economic characteristic" and "Recreation of government in development of export" have the greatest impact on the export development of the flowers and ornamental plants industry and are considered the most basic factors and the factors "Improvement of commercial diplomacy", "Sustainable growth of economic" were also at the lowest level of effectiveness. Also, the driving force and dependence of other factors were also identifyed, in order to explain the effectiveness of the factors in the export development of this industry.

A copycat brand is a product that is introduced to customers following the main or leading brand and by taking as an example the distinctive features of appearance or function by which the primary brand has turned into a leading brand. Therefore, the purpose of this The research is to present the imitative brand model in the purchase behavior of luxury brands in internet businesses using Grounded Theory.

The nature of the current research is exploratory and qualitative data is used in it. The statistical population of the research are the experts and professors of PhD in marketing management in the universities of Mazandaran province. In this field, the researcher used the snowball method to reach theoretical saturation, which achieved theoretical saturation after interviewing 13 elites and experts. Qualitative data has been collected using structured interviews and data analysis using the qualitative method of Grounded Theory.

Causal factors affecting the imitator brand model in the purchase behavior of luxury brands include brand development, weak resources and facilities, existing threats and existing opportunities. And the influential contextual factors include brand preference, content imitation tendency, appearance imitation tendency, imitation brand tendency factors, mental patterns, customer evaluation and attitude. Also, intervening factors include environmental factors, legal factors, and corporate factors. The main strategies include drafting a legal annex, drafting an ethical annex, buying decision strategies, graphic strategies, brand personality creation, knowledge strategies, imitation strategies, innovative strategies, marketing strategies, advertising strategies. And finally, the consequences, which are the final result of causal factors, strategies, background factors and intervening conditions, include commitment to the store, word of mouth advertising, repeated purchases, behavioral loyalty, attitudinal loyalty, profitability and increasing market share.

This research was started by using the Grounded Theory to find the imitative brand model in the buying behavior of luxury brands in internet businesses, and by using the qualitative method, it has completed its development course and reached a model. At the end, the suggestions derived from the researcher's experiences are stated.

Problem statement: 

Establishing fitting relationships between users and physical spaces is among the contemporary challenges for architects in a way that the success rates associated with the functional plans of environments are typically assessed based on the structure-behavior connection. As stated by Barker (1968), the high harmony between the physical and social components, also called synomorphy, gives birth to more efficient spaces. Investigating associations between physical environments and behavioral patterns in public spaces has been thus of utmost importance as it helps reach a better understanding of the relationships between humans and their needs as expressed by a diverse set of behaviors in an environment. Against this background, this study reflected on two commercial centers as behavior settings to evaluate the effects of their distinctive physical structures on users’ behavior formation.

The main objective of this study was to investigate the synomorphy between physical structures and environmental behaviors in the Traditional Bazaar and Golestan Shopping Center, as a manifestation of contemporary commercial centers, in the city of Kermanshah, Iran. The study attempted to fulfill this goal by answering this question:How are the functions of commercial centers, traditional and contemporary, improved with emphasis on Barker’s Theory of Behavior Settings (TBS, 1968)?

Utilizing a qualitative approach and a descriptive-analytical, field-based, unsimulated research design, this applied study was fulfilled at certain intervals.

The study results revealed that the Traditional Bazaar had a much more appropriate function thanks to its stronger structure-behavior synomorphy, and was even quicker to respond to users’ behavioral patterns, granting the prospect of minimizing the diversity of such patterns and undermining the market plan, attributable to the threats and weaknesses. Reflecting on Golestan Shopping Center, the structure-behavior relationship was assessed to be uncomplimentary, so more constructive steps needed to be taken to boost its functions based on the suggestions raised here.

Imitation brand and the factors affecting it and the buying behavior of consumers of luxury brands are emerging issues that have not been comprehensively addressed in previous researches. Therefore, the purpose of this research is to investigate and explain the imitative brand model in the purchase behavior of luxury brands in internet businesses. This research is of an applied type in terms of its purpose, and it is descriptive-survey based on the method of data collection. The data were collected using a standard researcher-made questionnaire. The statistical population of the current research, managers (superior, middle and operational) active in the field of internet businesses were selected, and a total of 158 people were identified. Also, the number of samples was determined using Cochran's formula of 113 people, and stratified random method based on organizational position was used. To collect data related to the variables, a researcher-made questionnaire taken from the doctoral thesis and article of Rahimzadeh et al. In order to analyze the data, structural equation modeling was used using Smart PLS4 software. The results indicate that all indicators and factors affecting the imitator brand in buying behavior of luxury brands have a factor load of more than 0.4, so the indicators and factors are confirmed. Also, the model of factors affecting the imitation brand in the buying behavior of luxury brands has been drawn and the effect of the causal factors on the imitation brand in the buying behavior of luxury brands and contextual and environmental factors on the strategies have been significant, as well as the strategies have a positive and significant effect on the consequences and results. has it. And at the end, it was shown that the presented model has a good fit. Imitation brand factors in buying behavior of luxury brands in internet businesses can be suggested as a practical and comprehensive package for all business managers in general and internet businesses in particular.

The importance of innovation in today's fast-paced and changing world is not hidden from anyone. Today, almost all the countries of the world are seeking to encourage and develop creativity and innovation as one of the main advantages for the survival of companies in order to increase productivity and improve the economic situation. One of the industries in which providing innovative products is one of the requirements of resilience in a competitive environment is the fast-moving products industry. The purpose of this research is the effective factors of the process model of the successful launch of innovative fast food products in Iran's dairy industry. Using the purposeful sampling approach, a total of ten people were selected as participants in the research. Using the quantitative-interpretive structural modeling approach, the effective factors model has been presented. The results showed need-oriented product development, market segmentation strategy, positioning strategy based on differentiation, competitive conditions, gaining competitive advantage, managing the organization from the lower and effective levels and creating value, increasing customer satisfaction, increasing market share, increasing customer loyalty. Improving the image of the company, economic analysis of the product have been influential variables.

Customer relationship management is a strategic necessity in all organizations. The attitude and approach of many organizations to customer relationship management is from the point of view of technology. Customer relationship management is a competitive advantage for organizations. Today, companies and organizations are forced to include issues related to environmental protection in their activities and even in their marketing in order to satisfy the needs of customers and communicate more with them, and act on social responsibility and protect the rights of consumers. to use Green marketing refers to those activities and products that develop and improve pricing, promotion and distribution of goods that do not harm the environment. Therefore, organizations have tried to outdo each other by planning and implementing environmental protection activities in sync with the needs of people, because traditional marketing that overemphasizes the demands of customers and social welfare and environmental issues. It did not consider biology, it had lost its efficiency. Currently, issues such as dynamism and intensity of competition, increased concerns and awareness of consumers regarding the environment, as well as government regulations have caused commercial organizations to pay special attention to things such as the physical and mental health of consumers and the cleanliness of the environment. This issue encourages the use of green marketing. In this research, we intend to first examine the key concepts of the project and then we will review the research done in this regard, then we will examine the role of green marketing in customer relationship management.

In a world where businesses are moving towards personal relationships and building trust, personal branding has become more and more a priority. Therefore, the purpose of the research is to present a personal branding model in the development of small and medium enterprises. The research method is mixed). In the first stage, the grounded theory method was used, and in the second stage, a questionnaire survey was used. The target population in the qualitative section includes all experts and academic experts in the field of brand management, business management and entrepreneurship and entrepreneurs from two scientific and executive fields in Iran and in the quantitative section managers and entrepreneurs of small and medium enterprises and graduate students from business management. The information extracted from the interviews was analyzed in a multi-step coding method. The findings were compiled in the framework of the paradigm model. These include causal conditions, mediating conditions (types of legal infrastructure, competitive environment of the domestic market and favorable international conditions), contextual conditions (individual and management competence, and the existence of required infrastructure including networking and social and cultural factors), strategies (types of trust-building strategies, creating differentiation, brand analysis and evaluation strategies) and consequences (business development, social acceptance, increasing incomes and money circulation). The results of the quantitative part of the research showed that the path coefficient for all the components of the research and the defined paths between the variables and constructs of the model are positive and significant and the model has a good fit.

The purpose of this study is to investigate the relation of safety-culture indices and the participation of employees of in for establishing a safe military community. To accomplish the task, the descriptive research was conducted by a geodesic approach. The study population are full-time employees of the MSU who have at least 5 years’ experience without taking into account their training course. The sample method applied here is a classified-randomization divided into three categories of commissioned officers, enlisted officer and noncommissioned employees. Robins and Hofstede’s model, Denison’s model and Quinn’s model and the opinion of university experts by Delphi’s approach, have been used to determine university culture indices. Using existing theories and expert’s opinions made 11 safety culture indexes and the participation of employees were identified for the purpose of researching a safe military society, which were tested by AMOS software in the form of assumptions using the path analysis method. Moreover, all indicators except the participation of employees in order to control affect the establishment of a safe military community. using Friedman’s test In rating military safety indexes at Military University, shows that training, safety instructions, discipline and reward system ranked 1,2,3 respectively. leadership and guidance, management support and systematic and non-systematic control of the category of safety culture gained the next ranks. Also, the results of the research show the indicators of the safety culture from the viewpoint of the commanders and staff of the University are effective in institutionalizing the participation of employees in reducing incidents.

Nowodays, companies located in science and technology parks face increasing technological changes and experience a dynamic environment, in such a way that they constantly need to rearrange and recombine their technological assets to respond to the changing conditions of their market and technology. In order to follow this path, the company needs to acquire a new capability or upgrade its existing capabilities in each of the stages of commercialization. Therefore, agricultural companies based in science and technology park should actively develop new technology in products in order to achieve superior technological capabilities against their competitors and find more customers. The purpose of this study was to investigate the effect of Commercialization of Knowledge-Based Ideas on Enhancement of Technological Capabilities in In the agricultural companies of Science and Technology Park with the mediating role of organizational development and excellence.

This research regarding to the purpose, is applicable and descriptive-correlational in terms of data collection method. The statistical population consisted of all managers, assistants and senior experts of companies active in the field of agriculture based in Mazandaran Science and Technology Park, numbering 220 people. Based on the Cochran formula, 140 of them were selected through stratified random sampling method with proportional allocation. A researcher-made questionnaire with a Likert scale was used to collect data, and finally, the related information was analyzed using the structural equation modeling (SEM) technique using the Partial Least Squares (PLS) method by SmartPLS3 software. Cronbach's alpha for all constructs was higher than 0.7, and AVE was higher than 0.5, and the validity and reliability of the constructs were confirmed.

The results of the research showed that the commercialization of knowledge-based ideas and organizational development and excellence predicts 34.1% and 47.6% of the enhancement of technological capabilities variance of agricultural companies located in Science and Technology Park, respectively. It was also shown that the indirect effect of commercialization of knowledge-based ideas on enhancement of technological capabilities of these companies was 52.1%, which was determined by the organizational development and excellence mediator variable. R2 equal 0.597 indicated that the independent variable has a moderate prediction of the variable of improving technological capabilities.The fitting indices of the overall research model confirmed the desirable fitness of this model. therefore, organizational development and excellence mediated the relationship between commercialization of knowledge-based ideas and enhancement of technological capabilities of these companies.

According to the research finding , by increasing the amount of commercialization of knowledge-based ideas and using indicators of organizational development and excellence, such as: development of agricultural knowledge-based businesses, development of technical knowledge and agricultural technological innovation, development of skills in the field of agriculture, future research in the field of agriculture, adherence to the main work and independence and entrepreneurship, vertical development and phased development of investment provided the basis for the development of technological capabilities, including: management capabilities, communication capabilities, marketing capabilities, knowledge capabilities and commercialization experience, human power capabilities, and research and development capabilities in agricultural companies based in parks.

Considering the current economic conditions of the country and the need to implement a resistance economy to get out of recession and economic crisis, relying on power and domestic production has become more important than in the past. Therefore, you should try to strengthen and expand knowledge-based companies that are the main arm of domestic production. In knowledge-based companies, economic growth and job creation are realized in proportion to innovation capacity. Therefore, the purpose of this study is to identify the factors affecting the strategic plan of domestic product sales of knowledge-based medical leech breeding companies. This research is based on the Delphi technique and interviews with experts in the company knowledge-based research has been done. The information was collected using the snowball sampling method with 15 experts, including university professors, experts and experts, and managers of knowledge-based companies in the field of medical leech production. The model of the strategic plan for the sale of internal knowledge-based products has 7 dimensions, which are: knowledge-based products, market communications, customer support, management factors, human resources, innovation and financial resources, and 23 indicators.

The main goal of this research was to know the impact of customer relationship management dimensions on customer satisfaction with the moderating role of empowering employees in customer relations in the Farhangian Consumer Cooperative Union of Mazandaran province. The research method in this study was a survey type. The sample size for the cooperative company was 140 and for the customers, 384 male and female employees and customers were randomly selected based on Cochran's table. In order to collect data, five questionnaires were used to measure the dimensions of customer relationship management, an employee empowerment questionnaire, and a customer satisfaction questionnaire based on the researchers' previous research, whose reliability and validity have been re-evaluated and confirmed. The results of the research showed that the structure of customer relationship management, knowledge management and customer relationship management technology did not have a positive and significant effect on customer satisfaction in this cooperative, but customer orientation strategy and operational excellence strategy had a positive and significant effect on customer satisfaction. It was also found that empowering employees in relation to customers has a positive moderating role on the effect of all dimensions of customer relationship management on customer satisfaction.

Background and success is not possible without strategy and detailed planning in any field. A business that operates in the field of sales, in addition to strategic marketing planning, must also prepare a strategic sales plan for itself. The purpose of this current research is the strategic plan of selling the domestic product of leech breeding in knowledge-based companies. This research was carried out in the framework of a qualitative approach and using the foundation's data research method.
The data collection tool was semi-structured interviews, and in order to collect information, interviews were conducted with 20 experts, including university professors, experts and managers of knowledge-based companies in the field of medical leech production, using a targeted sampling method. The sampling method was non-probability and purposeful snowball method.
Ethical considerations: In all stages of writing the present research, while respecting the originality of the texts, honesty and trustworthiness have been observed.
  The findings of the research indicate the extraction of 387 open codes, 10 concepts and 6 categories, which in the form of a paradigm model include: causal conditions, central conditions, contextual conditions, intervention conditions, solution/interactive and finally the result which is the production of knowledge-based products.
A knowledge-based company is the most effective company in innovation and knowledge growth, which enables the production of knowledge-based products.

Social marketing is a common strategy in global health and its goal is to ensure the improvement of knowledge and reform attitudes in society to establish behavior change to improve public health. The purpose of this study is to use social marketing mix to measure advertising messages in the direction of improving community health. This research is applied in terms of model presentation and descriptive-survey in terms of purpose. The data collection method in this study is a combination of quantitative methods. The statistical population of the research for the model test consists of young people under 25 years old in Mazandaran province who smoke. Using the Cochran's formula, the number of samples was equal to 385 people who were examined. Quantitative data were collected using three questionnaires. Quantitative modeling of structural equations using PLS software was used to analyze the data. The results of the first hypothesis showed that the characteristics of the advertising message affect the respondents' perception of the social marketing mix. Also, the results of the second hypothesis show a positive and significant effect of the characteristics of the advertising message on the normative system of consumers. Finally, the results of the third hypothesis showed that the consumer normative system affects the respondents' perception of the social marketing mix.