مریم نکوئی زاده

Fars province is one of the main hubs of tourism centers in Iran. Therefore, paying special attention to tourism in the province and using Internet-of-things technology in its tourism management can provide suitable facilities for improving the welfare of its visiting tourists, thus increasing the visiting rate of its tourist destinations. In this regard, the present study sought to predict and identify the most important factors involved in applying the Internet of Things technology to the Smartization of tourist destinations in Fars province and to develop feasible desirable future scenarios thereof. To this end, the required data for this applied study were collected by conducting interviews, administering questionnaires, and carrying out a systematic review of related literature. Finally, the collected data were analyzed by the Scenario Wizard software using the MICMAC method. The results of the MICMAC analysis revealed the main role of 14 key variables in the application of the Internet of Things technology to the Smartization of tourist destinations in Fars province. On the other hand, two strong scenarios, 1548 weak scenarios, and nine scenarios with high compatibility were obtained using the Scenario Wizard software. Accordingly, the study used the aforementioned nine high-compatibility scenarios, finding that the future of tourism in Fars province would be similar to the current circumstances. It was also found that the trend of changes in the status of tourism would be slow and that the chances of applying the Internet of Things technology to the province’s tourism destinations would be low. Finally, based on the obtained scenarios, the study proposed some strategies to achieve the desired results in smart tourism. Therefore, the results of the current study could help tourism professionals prepare the ground for the application of state-of-the-art technologies such as the Internet of Things to tourism and thus develop the field through setting long-term plans.

The purpose of the current study is to identify the effective factors in improving the emotional, cognitive and behavioral experiences of customers at the most critical touch points before purchase. In this regard, a mixed exploratory design has been used in the form of two consecutive studies. In the first study, the factors affecting the pre-purchase experiences of customers have been extracted through Sandelowski's 7-step approach for qualitative meta-synthesis of studies. This means that 1268 primary studies were included in the screening process (title, abstract and content) and were reduced to 48 final studies related to the content and valid according to the critical skills evaluation checklist. In the second study, all the identified effective factors were gradually introduced during 16 experimental scenarios to evaluate and test the effect of manipulating these factors on the dependent variable (customer experience). The research sample in this study was 480 customers of Shiraz arts and crafts who were selected through non-probability sampling method. The results of multi-factor variance analysis and marginal mean estimation of the data show that the component of recommendations and social references with the acquisition of the largest effect size is the most important factor in shaping customers' pre-purchase experiences, and other factors are the level of customer familiarity with the brand, the perceived value of the product. , the type of media selected in promotional activities, the level of information access, the level of personalization of benefits and offers are placed in the next priorities respectively.

The increase of competition among retail chain stores is quite evident, and a growing number of customers have a large amount of information. At the same time, customers' attention to environmental factors along with their personality traits and experiences is more effective in deciding to buy and finalize the purchase. In the retail industry in such a competitive and information-saturated environment, marketers try to know the customer's attitude from the beginning of the customer's trip to the point of purchase and even after the purchase. By identifying the customer behavior, they study the factors influencing his or her attitudes. In this regard, marketers and retailers should be aware of any disruption in the customer journey, including the shopping cart abandonment in the store. Also, by identifying the causes of this behavior, they reduce the phenomenon of shopping cart abandonment as much as possible. Accordingly, identifying and reducing the areas of shopping cart release behavior is essential as an introduction to customer behavior management in the store. This study has been conducted with the aim of examining this issue. The areas and factors affecting the shopping cart release behavior of customers of chain stores have been identified and prioritized.

The research method is practical in terms of orientation. In terms of philosophy, it is a kind of research with interpretive philosophy. The research approach is deductive-inductive, and qualitative-quantitative in terms of time horizon and data analysis. Also, in terms of purpose, the present research is exploratory, and the research strategies are meta-combined. In this study, library information and a questionnaire were used for data collection. By a systematic literature review, the variables were extracted. The research was established in the two qualitative and quantitative stages. In the first stage, i.e., the qualitative method, 38 final articles were reviewed using the meta-combination method. In the second stage, the quantitative method, using the introductory research model, a questionnaire was given to 384 people to collect data. The participants were selected with the non-random sampling method. They were the customers of Refah chain store. Factor analysis and structural equation modeling served to validate the model using the SMART PLS software version 3.

According to the research findings, the effective factors in this model include two categories (customer, store), 15 concepts or themes (instant perceptions, customer characteristics, buying behavior, influencers, perceived risk, customer buying motivation, information, facilities, store planning, sales promotion, layout store, environmental conditions, design and architecture of the store, staff, goods) and 68 indicators. In the second stage, the quantitative method, the concepts of the research, designing questions, and forming a questionnaire are used to collect data from customers of Shiraz chain stores, and the one-sample test is performed to confirm the concepts using the SPSS software. Then, Shannon entropy is used to prioritize the concepts.

A one-sample test analyzed with the SPSS statistical software showed that the average score of all the concepts of cancellation behavior in the sample group is higher than 3. Also, their p is less than p < 0.05, which indicates the significance of the concepts that affect behavior. They insist on canceling the purchase. In the second part of the quantitative step, the importance and priority of each idea were determined and ranked using Shannon entropy. Based on the findings of Shannon entropy, the importance and priorities are goods in the first place, customer motivation to buy in the second place, and the next ranks are information, instant perceptions, store layout, store planning, sales promotion, influencers, employees, shopping behavior, customer conditions, environmental conditions, store design and architecture, facilities and risk. It can be said that paying attention to these concepts and indicators is very important in preventing the occurrence of customer withdrawal behavior inside the store. Managers and marketers in retail stores can reduce the cancellation rate among customers by planning and paying attention to these factors. Especially in chain stores with a significant number of customers, shopping cart abandonment occurs more than in small retail stores. Shopping cart abandonment in online purchasing has been among the topics of interest in previous studies. However, the abandonment of the shopping carts in brick and mortar stores has received less attention, where the cost of the customer's journey to the purchase place is significant for marketers. This study contributes to the field by addressing this issue.

In recent decades, consumer markets have faced the challenges of increasing brand convergence, a lack of understanding of the differences between competing offerings, and the reduction of switching costs. This has revised traditional customer-oriented practices inevitably and forces organizations to struggle to find and implement a component beyond technical requirements. Customer experience as one of the most promising management approaches is a new solution to facing these challenges. The purpose of this study is to identify factors on the cognitive, emotional, and behavioral experiences in pre-purchase touch points and determine which of the experimental strategies leads to exceeding the standards and expectations of customers. The current research is planned with a mixed approach and in the form of two consecutive processes. In the first phase, the factors affecting the pre-purchase experiences of customers have been identified through the synthesis of existing literature and studies. For this purpose, 1268 articles focusing on customer experience were reduced to 26 final studies in the screening process. In the second phase, relying on the combined approach of graph theory (matrix permanents), the governing internal relationships between the research components and measuring their importance levels were determined. To achieve this purpose, according to the value judgment of the evaluator group (selected from the statistical population of handicrafts customers), the type of governing relationships between the research components at the sub-system level has been determined and then, the hypothetical values and the degree of proximity of each factor to the limit is evaluated. The results indicate that the five main components of promotional actions, information, product, brand, and social interactions can effectively guide customers' pre-purchase experiences. The results of the analysis of the internal relations of the graphs show that among the mentioned components, social interactions (with a coefficient of 0.482 close to the ideal hypothetical value) have the highest level of importance in the industry of traditional and handicraft arts.

The aim of this study was to »identify and prioritize the features of Online Advertisements for Persuade Investors to the Stock Market«. in the first step, using qualitative content analysis method was used to identify the features of Online advertising in the stock market to investors. The content validity and reliability of the model were assessed by the content validity ratio index and kappa index respectively. In the next step, dimensions, components and indices of the model were prioritized by 8 experts using best-worst method. Finally, the identified indicators were classified into 2 dimensions, 10 components and 27 indicators. The results of the prioritization indicate the importance of content component in comparison with structural component. Moreover, among the dimension of the content features, the components of emotional attractions, quality, rational attractions, validity and ethical attractions and among the structural features of the quantity components, accessibility and user friendliness, apparent features, easy use of users and communication were recognized in the order of significance.

In the competitive atmosphere of today's world, selling more means success for producers and marketers. Sales are no longer possible without knowing consumer behavior. Impulse buying is one of the most important aspects of consumer behavior which involves a large amount of purchase by individuals. While there is intense competition in most markets, customers are exposed to many similar offers to choose a product, so they often cannot be sure of achieving all of their purchasing goals and, therefore, a risk is felt in most of their purchasing decisions. Companies and organizations may be eliminated from the competition without trusting customers and realizing the high quality of the products they offer. Considering the great influence of seller behavior on the buyer's decision, this research was conducted to investigate the role of adaptive sales behavior on impulse buying with an emphasis on the moderating roles of trust and perceived quality. This research is applied in terms of purpose and descriptive-survey in terms of data collection and analysis. In this regard, a sample of 400 customers from Mashhad Proma shopping mall was selected through an available sampling method, and a research questionnaire was distributed among them.The questionnaire included four categories of questions related to adaptive sales behavior, store brand trust, perceived quality of store products, and impulse buying. It was prepared in the form of 23 items. After its validity and reliability were confirmed, it was distributed among the participants. Also, after collecting data, structural equation modeling was used to test the research hypotheses using the PLS software.Results and A t-test was used to confirm or disprove the research hypotheses. Through the examining of the effect of adaptive sales behavior on customers and impulse buying behaviors, it was found that the direct effect was not significant. Also, the perceived quality of store brands did not have a direct effect on customers' purchases without a plan. The other research results included the significance of the effect of adaptive sales on perceived quality. Another task was the analysis of the effect of customer trust on impulse buying behavior, which was confirmed due to the significance of its path coefficient. The results of indirect relationships also showed that the adaptive sales relationship was significant in relation to the perceived quality through the variable of trust in unplanned purchases. But customer trust waa found not to play a moderating role in the relationship between adaptive seller behavior and unplanned purchases.According to the results, customer trust plays an effective mediating role in the relationship between research variables to determine the customer's impulse buying due to the adaptive sales behavior of sellers and the perceived quality of customers. However, its moderating effect was not proved. The direct effects of the adaptive sales behavior of sellers and the perceived quality of customers on impulse buying were not significant without considering the role of customer trust. The results of the research have explicit suggestions and hints for the managers and custodians of in-store shopping centers. The analytical findings of the research refer to the significant regression coefficients of the research model, the importance of the emergence of adaptive sales behavior of sellers in the perceived quality of customers and the role of customer trust with respect to its significant coefficients in direct relationship with impulse buying behavior. In a fitted model, sellers should focus on customer satisfaction by adapting to their tastes, needs, interests and conditions so as to attract customers and build relationship with them in the long run. To achieve the effectiveness of their marketing measures, especially their impact on customer buying behavior in large shopping malls, most marketers can focus on unplanned customer purchases because customers pay more attention to situational factors than to any other situation. Therefore, in this regard, they should improve those factors that are effective in creating and strengthening the effectiveness of unplanned shopping marketing. Sellers can, thus, present their marketing plans to meet the needs and wants of the target market based on appropriate marketing strategies. In order to gain intelligence and increase the ability and readiness to choose an appropriate manner to deal with customers, sellers should oblige themselves to gather the required information about customer characteristics. In this situation, sellers will be more willing to enter into negotiation, and their understanding of customer-oriented sales events will be higher.

Due to the epidemic of Corona virus and creating challenges in the world, organizations have also changed, and accepting remote-working is one of the most important challenges facing employees. The purpose of this study is to investigate the lived experience of employees during the existence of this pervasive disease.

This study is qualitative research with an exploratory goal   adopting a phenomenological approach. The study population included employees affected by the outbreak of the Covid 19 pandemic and its consequences such as social distancing, who were required to do most of their work through remote-working. 47 members of the study population were interviewed using purposive sampling.

The research results were classified into three main themes and ten sub-themes. The main themes of the research are individual factors, family factors, and organizational factors. The individual-level includes physical and mental injuries, psychological and social changes, and learning and personal development. The family level also   contains opportunities to improve family relationships, family challenges, and financial resilience. Remote-working infrastructure, job perceptions, remote-working management, and attitude/needs new work were also addressed to the organizational level.

Due to the emergence of corona epidemics, the study of its consequences in the field of remote-working is also in the early stages of development; however, the extracted factors affect the activities of employees, and it is necessary to pay attention to them to promote the activities of employees.

Given that tourism is one of the most important industries in the present era, the use of modern technologies to meet the needs of growth and development of this industry seems inevitable. On the other hand, today, in order to increase economic growth and job creation, countries are looking for appropriate investments in their tourism. The Internet of Things is a modern and Smart technology that has led to the transformation and development of this industry by entering tourism. Many countries have moved towards using this modern and smart technology in their cities and tourism destinations and have been able to get good results from it, considering the investments they have made in this field. In this regard, the present study has been conducted with the aim of research on the use of IoT technology to smarten tourism attractions and destinations in the country. In this article, based on a review study and thematic analysis of research related to the Internet of Things in tourism and smart tourism destinations, as well as interviews with experts in the field of tourism and the Internet of Things, the most important applications of this smart technology in tourism achievements that help to make tourism attractions and destinations smarter. The findings can lead to the awareness of tourism activists who are familiar with this modern and Smart technology, as well as provide the necessary background to create the appropriate infrastructure for the implementation of this technology in tourism, as well as the program. Provide long-term and suitable investments to achieve this.

The purpose of this study was to investigate the relationship between service quality (quality of outcome and functional quality) on behavioral intention and the dedication of cinema spectators by their satisfaction. Research shows that a positive perception of service quality leads to spectator satisfaction, which in turn leads to positive behavioral intentions, such as repetition of purchase or consumption, loyalty, dedication, or even more payments. The research method is descriptive and survey type. The research samples were selected from 598 spectators of Simorgh Cinema in Mashhad through available sampling. The data gathering tool is a questionnaire. The hypotheses were examined using structural equation modeling at the confidence interval level 0.95. The results indicate that the quality of the outcome and the functional quality have a positive effect on the satisfaction of the spectators. Also, the spectators’ satisfaction affects their behavioral intention and dedication. Moreover, the role of mediation of satisfaction in the relationship between quality dimensions and behavioral intention, and the dimensions of quality and spectators’ dedication, this relationship was also significant in terms of quality of outcome and behavioral intention, as well as the quality of the outcome and spectators’ dedication. But the spectators’ satisfaction does not mediate the effect of functional quality on dedication as well as their behavioral intention. Therefore, it is essential that managers make their best efforts to improve services quality of outcome that provided to their spectators as the main sources of cinema capital and, by satisfying them.

Store brand personality is a set of human personality traits that refers to the store and is one of the most important factors influencing the formation of customers' behavioral tendencies. The aim of this study is to develope a brand personality model of Shiraz Hyperstar mall and to investigate the effects of each of its dimensions on desirable and undesirable behavioral intentions so that this store can have appropriate plans to improve the desirability of their store brand personality. In order to develope a store brand personality model, a qualitative Meta-Synthesis method has been used. After initial search and refinement of resources related to the topic of brand personality, 70 sources were selected as final sources by the critical evaluation method and then 107 initial codes were obtained by the qualitative method of document analysis using  Atlas.ti software. After refining and reclassifying the initial codes by the research team, 6 dimensions and 39 components were identified in relation to the store brand personality. The main dimensions identified are: perfectionist, love-seeker, thoughtful, hedonist, domineering and peaceful. In the quantitative part of the present study, a survey method was used to investigate the effects of each dimension of brand personality on behavioral intentions of individuals and for this purpose, 374 questionnaires were distributed among customers of Shiraz Hyperstar Collection. After analyzing the collected data through the structural equation method, it was found that the dimensions of peaceful and hedonist personality have a positive effect on the occurrence of desirable behavioral intentions and a negative effect on the occurrence of undesirable behavioral intentions among customers. It turned out that the presence of domineering personality dimension in the store brand personality has a negative effect on the occurrence of desirable behavioral intentions and a positive effect on the occurrence of undesirable behavioral intentions.

Significant costs are incurred annually for printed advertising in marketing management; if such advertisement lacks the necessary effectiveness, they will take many opportunities from the organization in addition to posing financial resources. However, this effectiveness might be partly due to the proper design of the visual elements. It seems that there is a need for further studies regarding the identification of the important elements and the design of the advertisements based on the marketing principles. This study aims to identify the main elements in printed advertising design as a medium of communication with the consumer and their relationship with the customers’ recall, as well as to determine the effect of the quality of these elements on the degree of recall. In other words, what are the main visual elements in the design of printed advertisements of food industry (dairy industry), which of these elements must be considered, and whether these elements have a significant relationship with the customers’ recall and if so, how can the quality of these elements in the design help recall the advertisements. The aim of this study was to investigate the relationship between visual elements and to determine the effective range in recalling the advertising in three stages.

This research is regarded within the interpretive paradigm in terms of philosophical foundations along with an applied orientation and it is a cross-sectional and experimental field experiment in terms of research approach. In the first stage, the visual elements of the advertisement were determined through a systematic review method and the three elements of color, image, and logo were selected based on the content validity ratio according to the experts’ opinions. In the second stage, 5 printed advertisements of Pegah Dairy Company which contained different ranges of colors, images, and logos were determined by a panel of experts. Then, 341 students of Shiraz University who were non-randomly selected based on available sampling were asked to complete a researcher-made questionnaire. The data were collected using experimental field tests.

Findings

The findings showed that the elements of color, image, and logo had the most significant relationship with the customers’ recall, respectively. Regarding color, the cold, neutral, and warm color spectrums had the greatest effects, respectively. Regarding the visual element of the image, the use of a real image, static image, as well as the lack of any ceremony-specific image and logo were reported to have a positive relationship with the customers’ recall.

Conclusion

It seems that cold and then neutral colors should be used as the dominant colors in designing effective advertisements in the dairy industry, and the use of warm colors should be avoided as much as possible. Moreover, using real images of dairy products rather than particular images, cartoon, and dynamic images should be taken into account. Besides, inserting the company logo in the advertisements can significantly increase the customers’ recall of the advertisement.

Gaining and sustaining customer loyalty is a key challenge in increasingly competitive markets. Technological Opportunism, as an organizational capability, can help firms to actively scan the markets, identify and understand customer needs and respond to them, and thereby, achieve customer loyalty by building customer trust. Higher customer trust will lead to a higher purchase rate. Technological opportunism is an under-researched area and an issue that has been viewed as a negative approach. The present study, hence, investigates the relationship between technological opportunism and customer loyalty, through building customer trust in a specific brand in the mobile market. The results of the study showed that brand trust cannot moderate the relationship between technological opportunism and customer loyalty. However, certain opportunism dimensions such as sensitivity and response to technological changes can cause behavioral and attitudinal loyalty through increasing customer trust. In addition, sensitivity to technological changes has a direct effect on attitudinal loyalty.

Today, companies in dynamic and unpredictable environments to achieve competitive advantage and superior performance are faced with challenges, the company using its marketing capabilities are able to achieve superior performance. In this study, the relationship between marketing capabilities and market performance was investigated using Smart PLS software, given the moderator role of market dynamics among manufacturing companies operating in the stock market. Factors reflecting marketing capabilities include communications, product development, pricing, promotion, sales, planning and implementation. For performance, data of companies’ balance sheets were used. The results showed that the relationship between marketing capabilities and performance is positive and significant so that as market is more dynamic, the relationship between marketing capabilities and performance enhances. In addition, among the factors representing market capabilities, the relationship between all factors, except for product development, is significant.

Nowadays, purchase decisions are mostly concluded in store and packaging of product is designed to limit the need to sales force at the point of sale. Labels have hence probably become the most important and most influential factor during consumer decision making. Because most of the information that consumers need, such as branding and product ingredients are printed on product labels. The aim of this paper is to provide knowledge about the importance of label in choosing food products. In this study, an attempt has hence made to, with a thorough view on label, examine importance, concepts, labelling requirements, functions and reasons for its use or non-use.

In today’s competitive environment and changing business conditions, the survival and growth of organizations depend on their adaptability to business changes. In these circumstances, Accounting Information Systems (AIS) as the primary information system of most organizations, should be flexible in order to maintain the optimal performance and support management in decision-making, planning and controlling through providing useful information. In this study, based on the dynamic capabilities perspective (Teece, 2007), we examined the flexibility of AIS and evaluated its effects on firm’s performance. The results of interviewing CFOs and accounting professionals of 50 listed companies in Tehran stock exchange and then analyzing the data using structural equations modeling method, show that the flexible accounting information system has significant positive effects on firm financial performance by improving the accounting process performance. The findings of this study, in form of informative guidelines, emphasize the importance and necessity of accounting information system flexibility and its impacts on the organizational performance.

The main objective of this study is to examine the relationship between knowledge management (KM) and innovation capability in a holding in Iran. Furthermore, regarding moderating role of strategic orientation, some practical recommendations are proposed to holding and its subsidiaries management focusing on a combination of knowledge management and strategic orientation. The literature review identified four dimensions consisting of socialization, internalization, externalization and combination for KM, three dimensions consisting of administration, process and production for innovativeness concept and three forms consisting of entrepreneurial, technological and customer for strategic orientation concept. Following the positivism philosophy and the survey method, a questionnaire (consisting of 55 questions) was distributed to collect field data. The study population in the first level of analysis (organization) includes all subsidiaries (78), and at the second level of analysis (individual) all employees (about 11,000 people). The random sample was selected using the Cochran; at the organizational level including 65 organizations, and at the individual level including 367 participants. Data normality approved through the Kolmogorov-Smirnov test. Then, the relationships between variables and conceptual models were examined through Pearson correlation and structural equation model. Finally, it was found that the relationship between KM and innovativeness and its dimensions is meaningful in the organizations utilizing entrepreneurial and customer orientation and is meaningless in the organization with technological orientation.

The problem of this study is the suitable context and environment for dynamic capabilities. The main objective of this study is to evaluate the effects of similar dynamic capabilities in technological and market environmental dynamics. The company performance viewed as a consequence of dynamic capabilities and the moderator role of environmental dynamics were studied. The population of the research is manufacturing companies quoted in Tehran Stock Exchange. Performance data were gathered from Company’s financial balance sheet and the other variables from valid and reliable questionnaire (Cronbach's alpha, 93%). Two hypothesis tested dynamic capabilities impact on performance as well as the moderator of environmental dynamics on dynamic capabilities and performance relationship. The results show that environmental dynamics has positive moderating effect in dynamic capabilities and company’s performance relationship. Also the relationship between dynamic capabilities and performance is not significant in static environments, but significant in dynamic and relatively dynamic environment.

Find a way to cope with the changing environments and organizational survival has become a major challenge among management researchers in recent years. The dynamic capabilities view has gained particular importance. Reviews of the dynamic capabilities literatures reveal that survey effects of environmental dynamism on dynamic capabilities, is one of the research requirements. This paper examines the relationship between dynamic capabilities and environmental dynamics. So, a model of dynamic capabilities (including sensing capability, seizing capability and reconfiguration capability) and environmental dynamics (including technological and market dynamics) constructs was designed. The data were collected from the questionnaire. Questionnaires were completed by senior managers of production company in Tehran stock exchange. We used SmartPLS. Results showed the relationship between environmental dynamics and dynamic capabilities as higher-level construct in the model is significant. Also, technological dynamics have positive impact on sensing capability, seizing capability and reconfiguration capability. Market dynamics have positive impact on sensing capability and seizing capability too.

Research in dynamic capabilities as a field of research is at an early stage and many research questions are posed in this area. A necessary step to convert the dynamic capabilities to a theory is specifying a set of rules governing the relationships between constitutive variables. One of the most important relationships in this field is the relationship between dynamic capabilities and performance. Meanwhile، the mechanisms of dynamic capabilities'' effect on the firm''s performance are not well understood. Using data from the companies in Tehran Stock Exchange، this paper measures dynamic capabilities as a hierarchical construct with three underlying factors: Sensing Capability، Seizing the Opportunities Capability، and Resources'' Reconfiguration Capability. Then، path-structural modeling is employed to explore the relationships among dynamic capabilities and performance. The results showed that dynamic capabilities indirectly impact the firm''s performance through operational capabilities. Furthermore، the direct relationship between dynamic capabilities and performance is not significant.

The present study examined the relationship between strategic thinking and emotional intelligence Gas Company of Ilam province. This research approach is descriptive - correlation of 66 questionnaires distributed among employees of the gas company has been made. Data collection questionnaire strategic thinking Gol-Mohammadi (2013) Emotional Intelligence Questionnaire Bradbury and Greaves (2005) was used. Friedman test and correlation analysis were used. Results indicate that there is significant positive relationship between strategic thinking and emotional intelligence. Among the most Creativity strategic thinking dimensions are correlated with emotional intelligence.

Recession is a condition in economy in which the demand for goods and services has decreased. If recession intensifies, the Bankruptcy and unemployment will increase and many companies will face a serious challenge. Therefore, this research wants to identify strategies which were followed by companies in spite of intense competition and recession condition and could survive. In this direction, one of the achieving ways to the aforementioned goal is analyzing marketing strategies in each business. This study after identifying the factors and criteria of marketing mix strategies in successful crane rental companies in recession era identifies the effect of them on the sale rate from the directors and expert's point of view. The statistical population (n) of this research is all the directors and experts of successful crane rental companies in Tehran. On this basis the relationship between the famous seven types of services (product, price, place, promotion, personals, physical asset and process) and the sale rate of companies were examined according to the indices by using T. Student test and Freedman's variance analysis. Finally the relationship of all factors except promotion factors and distribution with sale rates of companies was approved. Another result is that the successful companies have not moved towards expense and activity reduction during recession era, but they view this era as an opportunity and apply development and differentiation strategies.