ناصر یزدانی

In today's fast-paced and hyper-competitive business environment, characterized by unprecedented technological advancements and widespread accessibility to the internet, companies are confronted with a paramount challenge that transcends mere survival. The crux of the matter lies in formulating strategies that not only ensure survival but also drive sustainable growth. Nowhere is this imperative more evident than in the realm of digital marketing, where the omnipresence of the digital landscape and its perpetual evolution necessitate businesses to adopt strategies that are agile, responsive, and visionary. Amidst these transformative shifts, the concept of "strategic orientations" emerges as a linchpin that not only shapes internal processes but also molds behaviors and steers the trajectory of organizations toward a successful and adaptive future.

This study embarks on an exploration of the profound impact wielded by different strategic orientations on the international business performance of companies harnessing the power of digital marketing tactics. The focal point of the study is a meticulous examination of 122 export-driven companies situated within the Khorasan-Razavi province. To ensure the robustness and comprehensiveness of data collection, a meticulously structured stratified random sampling methodology was meticulously deployed. The cornerstone of the data collection process was the construction of a meticulously designed questionnaire. Drawing inspiration from esteemed works in the field including Goldman et al. (2021), Duta et al. (2015), Keskin (2016), Blocker et al. (2011), and Kendogan et al. (1999), this questionnaire was expertly crafted to encapsulate the intricate dimensions that are intrinsic to strategic orientations. Ensuring the reliability and resilience of the questionnaire was of paramount significance, and this objective was met through rigorous scrutiny by experts, validation procedures, and the application of the Cronbach's alpha analysis to gauge internal consistency. The analytical foundation of this research is grounded in the adept utilization of two advanced statistical techniques: Structural Equation Modeling (SEM) and Partial Least Squares (PLS). These sophisticated methods were harnessed to meticulously unravel the multifaceted relationships between variables, and with meticulous precision, to rigorously evaluate the fit of the proposed model. By doing so, these analytical tools offer insights into the intricate interplay between strategic orientations and international business performance in the context of digital marketing.

The findings of this study illuminate a compelling revelation that resonates at the heart of the contemporary business landscape. It becomes evident that all dimensions of strategic orientations, with the exception of learning orientation, exert a direct and potent influence on the international business performance of company’s adept at harnessing the capabilities of digital marketing tactics. The dimensions of strategic orientation, namely growth orientation, customer orientation, foreign market orientation, and international entrepreneurial orientation, collectively converge to shape a comprehensive framework that significantly contributes to a company's international business success. Moreover, this study unravels an intriguing facet that adds depth to the narrative. The discernment emerges that the impact of strategic orientations is more pronounced within developed companies as compared to their emerging counterparts. This nuanced differentiation underscores the pivotal roles played by factors such as organizational maturity, resource availability, and market experience in leveraging strategic orientations to amplify international business performance. This dynamic interplay between strategic orientations and company development stage further underscores the intricate nature of the relationship. Through the adept application of SEM and PLS techniques, the analysis serves to illuminate the profound influence that strategic orientations exert on the international business performance of companies. Growth orientation, as a strategic compass, paves the path for international expansion through adept international marketing tactics. Customer orientation places paramount importance on exceptional service and engagement with foreign customers, thus fostering stronger global relationships. Foreign market orientation underscores the significance of acquiring contextual understanding, thus enabling the seamless implementation of tailored marketing strategies in new markets. International entrepreneurial orientation, with its dimensions of innovation, efficiency, and risk-taking, optimizes the deployment of digital marketing tactics for international success. While learning orientation may not exert a direct influence, it indirectly empowers companies to stay adaptable and responsive in the face of dynamic environmental changes, effectively contributing to the execution of up-to-date marketing tactics.

The results show that except for the dimension of learning orientation, which is indirectly effective on international performance, all the different dimensions of strategic orientations are directly effective on the international performance of companies using digital marketing tactics. On the other hand, different dimensions of strategic orientations are mutually effective and complementary. Also, the findings of this research show that strategic orientations are more effective in developed companies than in emerging companies. In summation, the findings of this research accentuate the symbiotic interrelationship between strategic orientations and the dynamic realm of digital marketing tactics in shaping the international business performance of companies. This study underscores the profound significance of strategic orientations as a driving force behind the international business performance of companies. The strategic orientations, when harmoniously aligned with effective and innovative digital marketing tactics, illuminate the path towards enhanced competitiveness and resounding success on the global stage. In the rapidly evolving landscape of the digital age, where businesses are continuously pushed to innovate and adapt, the strategic choices a company makes become the compass guiding its journey towards international success. The insights derived from this research illuminate this path, offering invaluable guidance for companies navigating the intricate intersection of strategic orientations and digital marketing strategies.

The Purpose of this Research is to Analyze the Governance of Technology Towards Organizational Transformation and the Implementation of Organizational Goals. The Current Research is Applied in Terms of Descriptive Method, Survey Type and Correlation Type. The Statistical Population Includes all Technology Experts in the Manufacturing Companies of Isfahan, and the Sample Size is Estimated to be 92 People Using the Karjesi-Morgan Table. In Order to Collect data in this Research, a Researcher-Made Questionnaire was Designed on a 5-Point Likert Scale.The Validity of the Questionnaire was Confirmed by Professors and Experts, and its Reliability was Found to be Above 0.7 for all Variables Using Cronbach's Alpha Coefficient Measurement. Descriptive Statistical Methods (Frequency, Percentage, Mean, Standard Deviation) and Inferential Statistics Tests were Used to Analyze the Data. All Mentioned Calculations were Analyzed by Software (SPSS). The Research Results Indicate that Technology Governance and its Components (Planning and Organization, Implementation and Support, Monitoring and Evaluation) have a Positive and Significant Relationship with Organizational Transformation and Implementation of Organizational Goals.

Increasing competition in the current era and facing diverse and changing needs and demands of customers and the possibility of change and innovation in the products offered by companies in the service sector, which is due to the flexible nature of these products, make innovation and providing new services very important. It has made it important and necessary. New services can be considered as the core of competitive advantages of companies. Adapting to a turbulent environment requires a constant stream of new product development and delivery. Services are an indispensable part of every economy, and all successful economies, including industrial and commercial economies, owe a high share of their national gross product to the service sector. The increasing growth of this field and the consequent development of competition between companies are among the factors that highlight the importance of developing new services. The truth is that without paying attention to improving services and providing new services, organizations can never experience a sustainable and favorable growth for a long time. Due to many changes (such as the development of markets, globalization, changes in the rules of competition in industries and technological advances) that have affected the service industry, companies have both the opportunity and the need to use their skills and resources in a creative way to use there are potential and unprecedented advantages of this field. The development of new services is a set of activities that lead to partial or total changes and modifications in providing services to different parts of the market. Due to rapid changes in the state of technology and customer preferences, organizations cannot always rely on their existing services. Based on this, in the current research, the impact of competitive strategies, organizational learning and business on the development of new services has been investigated.

The research is an applied one in terms of its purpose, and a descriptive (non-experimental) one in terms of the nature or method of data collection, from the branch of field studies. The data collection tool is a researcher-made questionnaire using the indicators obtained from the research background. The content validity of the questionnaire was confirmed by the opinion of experts and professors, and the reliability of the questionnaire was confirmed through Cronbach's alpha coefficient, which was more than 0/899. The statistical population of this research is the managers of chain stores in Tehran province, including 699 stores from the chain stores of Ofogh Koresh, Shahrvand, Refah, Etka, Fruit and Vegetable Squares, Hyper Star, Najm Middle East, Hypersun, Hyperme, Iran Mall., Shahr Farash, and the number of samples was selected using the available cluster random sampling method and using Cochran's formula, 248 chain stores. Data analysis was done using the structural equation modeling approach.

According to the purpose of this research to investigate the impact of competitive strategies, organizational learning and business on the development of new services in chain stores of Tehran province, the findings of this research show that competitive strategies, organizational learning and business have an effect on the development of new services in chain stores in Tehran province.ConclusionTherefore, these are suggested: 1. Senior managers who have the competence to build culture, be the pioneers of an internal revolution and a new dynamic, the alignment of individual goals and strategic goals will facilitate the strategy implementation process, and the adoption of a suitable strategy requires change whether we like it or not that directing and managing this change requires an adequate understanding of human resources.2. People who have capabilities in their field of work be given the necessary space to grow in the stores because it causes the growth of the store. 3. In the store, employees should be given the necessary training to learn and apply business strategy so that they can improve in their field of work. 4. By improving the quality and suitable human resources, high learning can be achieved, which will lead to the achievement of the focus strategy and can cause the retention and attraction of customers. 5. Personnel should provide services in new ways and benefit from new and updated technology compared to other competitors, and also remove existing old methods and procedures in order to achieve differentiation. 6. Managers should focus their activities in line with the chosen strategy and organize the necessary management decisions and actions. 7. Managers should prepare a comprehensive and coordinated action plan according to the organizational goals in the next 5 years that they are involved in drafting. It is better for these programs to be evaluated and operationally controlled in the expected time according to the allocated budget and the progress of the program.8. The personnel should have a proper way of dealing with the requests of the customers and have a customer-oriented culture and proper attention to the demands of the customers so that the customers buy the things they need. 9. The implementation of appropriate management methods using business strategy leads to the increase of service development, and finally, reducing the price of services increases the competitiveness of stores. 10. Redesigning jobs prevents employees from wasting their time, and also selecting and hiring the most qualified people provides profitable areas and reducing store costs. 11. Increasing the quality of providing technical guidance and how to inform about the store's product and service capabilities. 12. The necessary guidance should be provided transparently to perform requested services through the training of store personnel to increase customer satisfaction and ultimately sales. 13. Increasing the quality of providing services and solving product problems, as well as timely delivery and determining the duration of solving problems and how to inform in the store. 14. Regular handling of customer complaints and differentiation in the warranty period of their products compared to similar products in the store.

The purpose of this study is to investigate the impact of strategic focus dimensions on relational capital in family and non-family companies admitted to the Tehran Stock Exchange.

In terms of the nature or method of data collection, this research is descriptive and correlational and based on structural equation modeling. This research is applied research in terms of its purpose. The statistical population of the research includes managers of family and non-family companies admitted to the Tehran Stock Exchange, where family companies are 38 companies and non-family companies are 757 companies. The sample size using the Cochran formula is 34 for family companies and 255 for non-family companies, as well as cluster random sampling method. The main tool for data collection is a researcher-made questionnaire using Debiki et al.'s (2020) indicators and questions.

In this research, the main hypothesis: dimensions of strategic focus on relational capital in family and non-family companies admitted to the Tehran Stock Exchange were confirmed, and two sub-hypotheses were confirmed and four sub-hypotheses were rejected.

Consider the impact of strategic focus dimensions on family and non-family companies and the difference that strategic focus has. Invest in family-owned companies because the markets trust these companies and provide them with many facilities.

 With the rapid process of globalization, now consumers have a lot of consumption opportunities (domestic/international). The problems faced by consumers in the new age range is the selection from buying domestically produced goods to help domestic companies flourish and goods imported from other countries. In this regard, the purpose of this research is to investigate the role of global identity, ethnocentrism and animosity on brand perceived quality and the willingness to buy home appliance of foreign brands compared to prominent Iranian brands. Statistical population of this study is the consumers of the home appliance market. The sample includes 527 questionnaires. The results of this research showed that global identity does not have a negative and significant effect on animosity and ethnocentrism, and the effect of this variable on perceived brand quality and willingness to buy does not have a significant effect. Also, the negative and significant effect of ethnocentrism on animosity, perceived brand quality and willingness to buy was confirmed. In addition, the results of the research showed that animosity has negative and significant effect on perceived brand quality and willingness to buy, and finally, the positive and significant effect of the perceived brand quality on the willingness to buy was confirmed.

Consumers differ in their relationship with the brand: some people have positive feelings (love) towards the brand, some are indifferent and others have negative feelings (hate) towards the brand. Hating a brand is as natural a feeling as loving a brand which is common in consumer markets. Brand aversion is a new but very important and necessary concept that, although it has been neglected in the past, fortunately, it has recently received the attention of researchers. Due to the importance of the issue, there is a need to know more about it. Based on this, the purpose of this research is to investigate and analyze the concept of brand hatred, its factors and consequences. The current research is an applied research in terms of its purpose and a descriptive research of correlation and regression analysis in terms of the nature or method of data collection. The target community is the consumers of Iran Khodro (Samand and Peugeot 206) and Saipa (Saina and Pars Tondar) products in Tehran. The sample included the people who expressed hatred towards the brand at the time of distributing the questionnaires. The sampling method is random sampling available or accidental. The data collection tool is a questionnaire. The intended sample size was calculated using Cochran's formula of 384 people, and finally 400 questionnaires were distributed and analyzed. The data analysis method is structural equation modeling using PLS and SPSS software. According to the results of the research, disgust, insult and anger were recognized as the components of brand hatred. It was also confirmed that brand hatred will cause brand change, private complaint, public complaint, retaliatory action against the brand, revenge against the brand and willingness to spend money to damage the brand from the consumer.

Aim and Increasing environmental uncertainty has brought increasing challenges to various organizations. Today, environmental uncertainty has spread in the business environment; the advent of globalization, highly destructive business models, and rapid technological change have increased the instability and complexity of the competitive landscape. The growing entanglement of organizations with their environment often results in emerging and unpredictable behaviors. It is very unlikely that unforeseen events, with significant consequences, will only affect one company individually and not affect the entire industry. The growing uncertainty of today's environment has faced significant challenges for organizations, and all companies, depending on the type of environment in which they operate, more or less deal with it. One of the most effective ways that organizations can cope with these changing conditions is to develop dynamic capabilities. One of the most important areas for the development of dynamic capabilities, which is also mentioned in the strategic management literature, is strategic foresight. Therefore, the main purpose of this study is to investigate the role of strategic foresight in creating dynamic capabilities of strategic flexibility and rational decision making with the moderating effect of environmental uncertainty. Given that the main purpose of this study is to determine the role of strategic foresight in creating strategic flexibility and rational decision making with the moderating effect of environmental uncertainty. This research is a descriptive-survey research in terms of the purpose of an applied research and in terms of the nature or method of data collection and is correlational in terms of the relationships between research variables. The data of this research were collected using a simple random sampling method and a researcher-made questionnaire using the indicators and research questions of Herhaus and Lining (2020). The opinions of professors and experts were used to validate this questionnaire. Cronbach's alpha was used for reliability which was set to 0.943. SPSS and smart pls software have been used to test the hypotheses of this research. The research data were collected from 156 knowledge-based companies in the field of electricity, electronics, photonics, telecommunications and automated systems in Tehran that is according to the limited statistical population and based on the Cochrane Limited Society formula. The results show that strategic foresight is effective in creating dynamic capabilities of strategic flexibility and rational decision-making, as well as environmental uncertainty that moderates the relationship between strategic foresight and rational decision-making. Therefore, from the research hypotheses, the first, second and third hypotheses were confirmed and the fourth hypothesis was not confirmed.Hypothesis 1: Strategic foresight is effective in creating strategic flexibility.Hypothesis 2: Strategic foresight is effective in creating rational decision making.Hypothesis 3: Environmental uncertainty modulates the relationship between strategic foresight and strategic flexibility.    Hypothesis 4: Environmental uncertainty does not moderate the relationship between strategic foresight and rational decision making.Discussion and The first, second and third hypotheses of this study were confirmed by path coefficients and appropriate statistics. The fourth hypothesis of this research was rejected from 1.96 due to its lower statistical value. According to statistical tests, the highest correlation is between strategic foresight and strategic flexibility. In order to improve dynamic capabilities, it is better to focus more on creating strategic flexibility. Increasing environmental uncertainty is an undeniable part of today's business environment, and all companies, depending on the type of environment in which they operate, more or less deal with it. To overcome these environmental unrests and tensions, every company has to take steps to survive otherwise, like hundreds of prominent companies, after something unexpected happens in their environment. , Unable to survive, will be excluded from the competition. One of the most important and efficient ways to deal with this environmental uncertainty is to create and strengthen dynamic capabilities. These dynamic capabilities play a very important role in creating competitive advantage. One of the important measures that can bring dynamic capabilities and is one of the results of this research is strategic foresight activities. The first component of strategic foresight activities is environmental studies. Companies should do their best to identify, review and evaluate changes and environmental trends so as not to be taken by surprise. Nokia is the best example of this. The company was once the leader in the production of mobile phones, but due to lack of proper environmental research and failure to discover the growing trends of customers to smart phones, the market leadership was handed over to Apple and Samsung. The second part of strategic forward-looking activities is scenario planning. Companies need to plan ahead for all the different situations and events so that they can respond quickly and accurately if needed. Companies cannot withstand environmental change if they have only one specific plan and strategy, such as stores that only serve their customers in person, with many problems after the outbreak of the Corona virus. They met and their sales fell sharply, but in the face of stores that provided online sales in addition to face-to-face sales, they were able to continue to make money and profitability. The next part is the creation of knowledge. To implement any proper strategy, knowledge related to it is needed. If companies want to adopt appropriate strategies with turbulent environmental conditions, they have to create knowledge in this area. Organizational structure and culture are the last components of strategic foresight. If the organizational structure and culture is in conflict with a particular goal, no matter how hard one tries to achieve that goal, nothing special will happen in the end, so if companies want dynamic capabilities, they need to create a structure and culture. Proper organization and support of strategic forward-looking activities provide a good basis for achieving dynamic capabilities.

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

Today, due to the expansion of trade in the online space and the increase in the growth rate of electronic businesses, it is necessary to improve the performance of the brand by adopting market-oriented strategies and positioning strategies to discover, identify and meet the hidden and obvious needs of customers along with creating value and choose the right one to differentiate and gain a special place in the minds of customers. In this research, the impact of market-oriented approaches on brand performance was studied through the mediating role of companies' positioning strategies in B2B businesses. In terms of the purpose, it is applied research, and in terms of the nature or data collection method, it is a descriptive survey, and in terms of the relationships between research variables, it is correlation analysis. The statistical population of this research is electronic business companies serving the B2B model in Tehran. In total, 680 companies were active in Tehran, of which 245 companies were selected as samples. The data was collected using a simple random sampling method and a questionnaire using Ayer et al.'s (2019) indicators and research questions. The opinions of professors and experts were used to revalidate this questionnaire. Cronbach's alpha was used for its reliability and its value was determined to be 0.88. SPSS26 and Smart Pls3 software were used to test the hypotheses of this research. The results showed that active market orientation has an effect on brand performance through the mediating role of design-based differentiation strategy and quality-based differentiation strategy, and responsive market orientation has an effect on brand performance through the mediating role of differentiation strategy based on brand image.

The main purpose of this study is to investigate the effect of television advertising strategies on the cognitive, emotional and behavioral dimensions of female consumers' attitudes.

Research is applied in terms of purpose and descriptive-survey in terms of implementation method. The statistical population in this study are all female consumers of detergent and hygiene products of three brands (Golrang, Softlan and Active) offered in OK chain stores in Tehran and the number of samples is equal to 384 people due to the unlimited statistical population. Sampling method in this research, a cluster random method is available. The data collection tool in this study was a researcher-made questionnaire using Kaur & Hundal (2017) questionnaire which was distributed among the sample members after validation and reliability assessment. The collected data were analyzed using SPSS and AMOS software.

The results showed that TV advertising strategies affect the cognitive, emotional and behavioral dimensions of female consumers. The results of examining the sub-hypotheses of the research showed that repetition of advertisements, approval of celebrities, gender attractions, humorous characters and product comparison have an effect on the cognitive and emotional attitudes of female consumers. Also the cognitive attitude has an effect on shopping behavior and change in consumer behavior and emotional attitude has a significant effect on change in shopping behavior. Among the hypotheses presented in the research, the results showed that emotional attitude has no significant effect on female consumers' shopping behavior.

TV advertising strategies will affect different dimensions of cognitive, emotional and behavioral attitudes of women consumers towards detergents and hygiene products and lead to different shopping behaviors in them.

The purpose of this study is to investigate the impact of organizational innovation on export performance through the mediating role of radical and widespread technical innovation. This study is applied in terms of purpose and in terms of data collection method. After reviewing the research topic and its related views, a questionnaire was used to collect the data. The statistical population of the study consisted of all employees and managers of the Iranian Food Industries Company. The sample size of this study was 213 people. In order to analyze and test the research hypotheses, the structural equation model has been used with the help of LISREL software and SPSS software.. Based on the findings of this study, the results show that organizational innovation affects export performance through the mediating role of the variables of radical technological innovation and widespread technological innovation; organizational innovation affects technical (radical) innovation, Organizational innovation affects technical innovation (widespread), organizational innovation affects export performance, technical innovation (radical) affects export performance, and technical innovation (widespread) affects export performance.

The purpose of the present study was to investigate the impact of social media marketing activities on the intention to buy Consumers through the role of mediating social identity, perceived value and consumer’s satisfaction.

According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as sample. Research data were collected using Chen and Lin (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive in terms of data collection. SPSS and Smart PLS software were used to analyze the collected data.

The results show that social media-based marketing activities have a positive and significant effect on social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also have a significant positive effect on customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.

The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics and will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy, the perceived value of the customer. In addition, design the social identity of the brand.

The Story is a form of communication that establishes an effective connection with the mind and perpetuates a communication message in the mind. Effective video advertising also uses storytelling to entertain audiences, express brand values, and build an emotional connection with consumers. As consumers are active partners in the process of value co-creation in social networks, the concept of consumer engagement is one of the concepts that have attracted the attention of researchers and marketers in recent years. The present study sought to find out how the narrative element of character in social network advertising is related to consumer engagement's cognitive, emotional, and behavioural dimensions. In this study, by adopting ethnographic techniques in the study of online communities, through netnography, by exploring non-intervening natural interactions in online groups, consumer behaviour in the social network has been analysed. Findings of this study show that character, by identification, creates the most emotional engagement in the audience and plays a major role in stimulating the phenomenon of self-disclosure. The results also show that consumer engagement is on a continuum from negative to positive.

The business environment in the world experiences many changes, including changes in the attitude of companies from tangible assets to intangible assets. Therefore, the process of valuing intangible assets is very important for companies. Brand is one of the most important intangible assets, and every marketing activity affects the brand equity. Marketing mix is ​​one of the areas that have a significant impact on brand performance. In order to increase brand performance, organizations look for strategies based on the marketing mix, depending on the situation. The main purpose of this study is to investigate the effect of marketing mix on the profitability of Khoshkpak brand retail with the mediating role of brand equity. This research is applied in terms of purpose and descriptive and survey in terms of nature or method of data collection. The data collection tool was a researcher-made questionnaire. The content validity of the questionnaire was evaluated using the opinions of experts and professors and the validity parameters of confirmatory factor analysis. Its reliability was estimated through Cronbach's alpha coefficient. Cronbach's reliability coefficients of all the variables were higher than 0.7, which indicated that the measures had high reliability. The statistical population of the study consisted of Khoshkpak brand retailers in Tehran. Sampling was done by a simple random method. The statistical population of the study was unlimited. According to the Cochran table, at the error level of 5%, the sample size was 384. The results show that the marketing mix has a positive and significant effect on brand profitability. Also, brand equity as a mediating variable has a positive role in the relationship between marketing and brand profitability. 1. The main hypothesis of this research is confirmed in that marketing mix has a positive effect on the profitability of Khoshkpak brand 2. The supplier image has a positive effect on the perceived quality of the brand and the retailer's loyalty to the brand. However, the effect of the supplier image on the brand awareness and association of the retailer was not confirmed. 3. The positive effect of distribution on the perceived quality of the brand and brand loyalty was not confirmed. There are studies in which the location or environment of a brand has been assessed by consumers as essential. 4. The negative effect of price level on retailers' loyalty to the brand was not confirmed. Previous research has shown that retailers can adjust the price of their customers by lowering the price. If retailers can give a special price to their customers and make their customers loyal to them, eventually retailers will be loyal to the manufacturer. However, this effect was not confirmed in this study. 5. Improving the push strategy has a positive and significant effect on the perceived quality of retailers of a brand and the awareness of retailers and communication with a brand. Push enhancement strategies lead to the quality of perception of retailers due to their expertise in evaluating product quality. Product quality is also affected by consumer evaluation, advertising and product reliability. They also encounter many brands in the market, so they cannot remember the characteristics of the brands one by one. In addition, push promotion strategy has a positive effect on retailers' loyalty to a brand. Promotion of push strategy gives retailers more value or profit, thus encouraging retailers to sell more products and stay loyal to the brand. 6. Promoting the pull strategy did not increase the awareness and association of the retailer of the brand, and the loyalty of the retailer to the brand was not confirmed. Pull strategy mainly involves mass media activities aimed at consumers. 7. The quality of a brand perceived by the retailer and the retailer's loyalty to a brand do not affect the profitability of the brand. However, brand awareness and association have a significant impact on brand profitability. This result suggests that not all dimensions of brand equity perceived by the retailer affect the brand profitability. 1. It is very important for the managers of Khoshkapak brand to pay special attention to mixed marketing strategies. Khoshkpak brand managers are advised to focus on marketing mix strategies to increase their brand equity because marketing mix strategy can improve the brand profitability. Among the mixed marketing strategies, reduction of profit margins reduces price levels and increases promotional activities. 2. Managers can use the supplier image to promote a public figure who has a positive image in the community as a brand ambassador. Therefore, it is suggested that advertising activities be done by creating the necessary advertising mechanisms and marketing research to identify appropriate markets and continuously evaluate the brand. The Khoshkpak brand can increase the retailer's awareness of the brand image by fulfilling its commitments to the brand. 3. It is suggested that the existing opportunities through distribution management increase the creativity in providing distribution services to retailers. They also improve distribution channels to provide services to distributors and to offer extensive support information. 4. It is suggested to pay more attention to components such as the amount of discounts in the price dimension. 5. To succeed in promoting a push strategy, Khoshkpak brand managers need to have a good relationship with the retailer so that they can get market information about competitors' plans and create more attractive plans for retailers. 6. The Khoshkpak brand is advised to choose a pull strategy to create a quality image and focus on the retail brand knowledge that is essential for success. 7. The managers of Khoshkpak brand need to educate their consumers and retailers through marketing advertising. In-store promotions, kiosks, commercials and promotional activities can bring retailers and companies together.

Export is one of the most important activities that lead to the growth and development of companies. Therefore, it is necessary to recognize the factors affecting the growth and prosperity of exports and improve export performance. In the current context of fierce competition in global markets, evaluating company performance has become an important element in the development of competitive strategies. Therefore, dried fruit export companies are no exception to this rule and seek to improve their export performance. The main purpose of this study is the effect of marketing capabilities on export performance through competitive strategy and situational advantage with a moderating role of mutual innovation in dried fruit export companies in Tehran.

This research is applied one in terms of purpose and descriptive-survey in terms of nature (data collection method). In terms of evaluating the relationships between research variables is a correlation analysis. The statistical population of this study is 102 companies of dried fruit export companies with offices in Tehran. According to the limited statistical population through the Cochran formula, a sample of 81 companies has been obtained. 73 questionnaires of companies were examined. Sampling was done by simple random method. Research data were collected by a researcher-made questionnaire. In order to ensure the appropriateness and reasonableness of the questionnaire measures, two criteria of validity and reliability have been used. To check the validity of the questionnaire, content validity was used. The questionnaire was provided to experts and related professors and finally its validity was confirmed. To evaluate the reliability of the questionnaire, Cronbach's alpha coefficient was used, which was higher than 0.7 for all research variables. The collected data in this study have been examined using two descriptive and inferential statistical methods.

SPSS and Smart PLS software were used to analyze the collected data. Using the structural equation model, the relationships between the research variables were tested. The results indicate the positive and significant effect of mediating variables of competitive strategy and positional advantage as well as mutual innovation as a moderator in the relationship between marketing capabilities and export performance. In this study, using the structural equation method, the research hypotheses are performed and the result of examining the main hypothesis of the research shows that the effect of marketing capabilities on the performance of dried fruit export companies through competitive strategy and situational advantage is confirmed by the moderating role of bilateral innovation. has taken; Therefore, the impact of marketing capability on the company's performance means that company managers rely on their marketing capabilities to achieve a superior positional advantage over domestic and foreign competitors and higher performance. Also, the results of the research hypotheses show that the effect of marketing capabilities on competitive strategy, marketing capabilities on positional advantage, competitive strategy on positional advantage, competitive strategy on the performance of dried fruit export companies and situational advantage on the performance of dried fruit export companies is positive and significant. . Bilateral innovation also moderates the relationship between marketing capabilities and competitive strategy and the relationship between marketing capabilities and the positional advantage of dried fruit export companies.

Unlike most research backgrounds in this field, which did not examine the impact of competitive strategy and situational advantage variables on the performance of export companies and the impact of mutual innovation on the relationship between marketing capabilities and competitive strategy and the relationship between marketing capabilities and positional advantage In this study, based on a review of previous research and a review of the theoretical foundations of the research, a conceptual model has been presented to investigate the impact of these variables on the performance of export companies. Findings of research in this field are consistent with the results of Roa et al. [28], Martin et al. [20] and Bosu et al. [5]. According to these researchers, marketing capabilities have a positive effect on export performance and increasing marketing capabilities can lead to increased performance. According to Martin et al. (2016), in order to benefit from superior performance, a company must invest in its marketing capabilities. These marketing capabilities allow the company to offer better products and services than competitors. As a result, by gaining situational advantage, marketing capabilities are able to realize their full potential in terms of performance. . Findings from structural equation modeling regarding the effect of independent, dependent and moderating variables in the conceptual model of the research showed that there is a positive and significant relationship between the research variables due to the values ​​of appropriate path coefficients and the results of the correlation matrix of variables. As a result, it can be said that by strengthening the positional advantage and paying attention to marketing capabilities, it enhances export performance. According to the research results, the following suggestions are presented. - Creating a suitable environment to motivate employees to express their opinions, ideas and hidden talents, - Creating innovation and creativity in products in accordance with the up-to-date needs of domestic and foreign customers. - Identify their target markets and use a pricing system tailored to their target customers. - Continuous review of the external environment of the organization and innovation in products as well as their distribution methods, - Due to the prevailing competitive environment and the rapid changes that are taking place in the world today, offer products that are more in line with the needs of target customers, to improve their performance in the market. - Add an educational sheet related to the benefits of nuts products in product packages,

This research, by studying past research and gathering information from reliable sources, by examining a conceptual model, has tested the relationship between the use of Internet marketing capabilities and the growth of export markets. The statistical population of this study is exporter examplar companies in the commercial, industrial, service and agricultural sectors that are active in international markets. The required data based on the analytical framework of the research is obtained through a researcher-made questionnaire distributed among the international marketing managers of the research community. To evaluation the validity of the questionnaire, the views of university professors and business experts have been used. Cronbach's alpha method is used to measure the reliability of the questionnaire, which is the result of spss software outputs. The research hypotheses were analyzed using the structural equation model in Lisrel software. The results of the research indicate that there is a positive and significant relationship between the use of internet marketing capabilities and the growth of export markets.

In the challenging world today, with companies increasingly competing together, competition is not possible using old marketing philosophies. With the emergence and development of communication technologies, social networks serve as an important type of tools for effective participation in the field of competition. There is an ongoing debate over the activities of brands and companies in social media. Researchers believe that social media offer a unique opportunity for brands. Our goal in this study is to show how brand acceptability is based on social media and how it influences the elements of a customer-centered model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. The statistical population of this research consisted of the customers of Tejarat Bank in Tehran using social networks. A survey-based empirical study was conducted with 386 respondents sampled through Cochran formula and cluster random sampling method. Cronbach's alpha coefficient for each of the variables was over 0.7. The results of structural equation modeling showed that brand acceptability established on social media has positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which, in turn, have positive effects on brand trust, and trust and commitment have positive effects on brand loyalty. The purpose of this study is to help banks to provide better-quality services using new marketing methods and increase customer loyalty by attracting them and providing their satisfaction at a low cost.

The growing trend of setting up commercial complexes and attending consumers to these centers has made sales management in commercial complexes increasingly important. The aim of this paper was to identify and prioritize internet advertising methods in commercial complexes (case study of Tehran Arg complex). This research was a mixed exploratory study consisting of two qualitative and quantitative phases. The statistical population of the study was experts with a real estate background and the methods of theoretical sampling and snowball sampling was used to collect the data. In the present study, 8 experts in the real estate industry were interviewed and information was obtained from those who could potentially answer the research questions. The results of the research in the qualitative phase indicated the identification of methods for online advertising including advertising on social networks, creating a website, influencer marketing, stepper advertising, guerilla marketing, viral marketing, creating a customer club in cyberspace, advertising in web pages, email marketing, virtual tour, and online sales and information. The results in the quantitative part of these methods, based on the best-worst-case fuzzy mathematical technique indicated that advertising on social networks was the first priority and online sales and information were the last priority.

Identification of effective factors on brand performance is considered as an important issue in strategic marketing decisions. According to the findings, brand motivates brand identity development. Brand identity plays an important role in implementing a brand- oriented strategy and improving business performance. The purpose of this study is to investigate the impact of brand orientation strategy on brand performance with emphasis on the mediation role of brand identity in Tehran's food industry Companies. The research method is descriptive-correlational. The research community was senior managers of Tehran's Food Industry Companies which included 100 people. In this research, random sampling method was used, 168 managers were selected as sample. Data were collected through a standard questionnaire 17 questions from 168 managers in 168 active companies in the food industry that their office is in Tehran province.The validity of the research questionnaire was confirmed by the experts and the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient with a value of 0.924. The conceptual model was designed with five variables and 8 hypotheses. Descriptive statistics were analyzed by SPSS software and SMART-PLS2 software was used to test the hypothes. The results of the research, including path coefficients between variables and the significance of t (β = 0.642 t = 12.514) and spearman's significance level, were 0.000 (less than 0.05) in this relation, which indicates that there is a significant relationship between brand-oriented strategy and brand performance, and the analysis of the intermediary of brand identity in this relation has been confirmed.

The use of Internet marketing capacity in Iran has grown steeply in recent years and has received a large share of virtual space activities. Such marketing is emerging in Iran; therefore, many aspects of this kind of marketing have not yet been analyzed. Therefore, the present study investigates the role of internet marketing capabilities on the growth of the international market with regard to the role of export capabilities, by conducting research on Iran's leading export companies. The research method is descriptive, survey and correlation. The statistical population of the present study includes all employees, managers and experts in the sample companies of 1396. The results indicate that Internet marketing capability has a positive and significant effect on the availability of information and capabilities of the international network. Also, the results confirm the impact of international strategic orientation on the capabilities of the international market and the impact of international market capability on the growth of the international market. However, the impact of the availability of information on the strategic orientation of the international and Internet marketing capabilities was not positively and significantly impacted on the strategic orientation of the international community.

Performance appraisal is a complex process, and in a systemic approach includes numerous and various inputs and outputs. In this research, a comprehensive framework is proposed for performance assessment and appraisal in hospitality industry. This framework contains basic concepts of DEA and BSC. These two approaches are separately of the most practical performance appraisal tools, but using them separately cannot provide a correct performance appraisal. Merging the two methods, offers a model which not only has the advantages of each model, but also using both models together reduces the weaknesses of new and comprehensive model.Using BSC can provide proper data for DEA, in the other hand; DEA can codify appropriate pattern for departments based on inputs and outputs, and finally converts resulted numbers to useable managerial information. Therefore, the synergy between BSC and DEA can codify appropriate performance measures, and then translate them into managerial concepts.This research aimed to propose a model for performance appraisal in hospitality sector as a subset of tourism industry. Studying the selected research sample based on the designed model, showed that ranking their performance situation has been based on efficiency; and using DEA revealed the solutions which each of inefficient hotels can use to achieve efficiency.

The purpose of this study was to investigate the effectiveness of teaching social behavior strategies on decreasing the tendency toward cyberspace in adolescents aged 14 to 16 years. The method of performing this quasi-experimental design and the design of the control group is unbalanced. The statistical population of all students of the technical colleges of the city of Divandareh with a total of 280 people responded to Eysenck's impulsivity questionnaire to select a sample of all the population. In the following, 34 students who had a high score in the test of impulsivity were selected as samples. Subjects were then randomly assigned to two subgroups and the two groups were randomly assigned and the groups were randomly assigned to control and control groups, then, for two months, the students of the experimental group received eight sessions of teaching social behavior strategies But the control group followed their regular schedule. At the end of the sessions, both Eisenck's post-test impulsivity and Lazarus and Folkman social behaviors were performed simultaneously. Data collected to test the research hypotheses of this study were analyzed by t-test, t-test and covariance. The findings indicated that: teaching social behavior strategies has affected students' risk aversion. That is, there was a significant difference between the tendency to risk and control of the experimental group after the elimination of the pre-test. In relation to the second hypothesis, there was a significant difference between the mean scores of the experimental and control groups after eliminating the effect of pre-test on the impulsivity subscale. That is, the training of social behavior strategies has been effective in reducing adolescent's impulsivity. The results of the analysis of covariance in relation to the third hypothesis indicated that the training did not increase empathy strategies in adolescents, so this hypothesis was rejected. Also, the results showed that teaching social behavior strategies increases the social behavior of students.