کاظم عسکریفر

This study aims to provide a model of integrated communication with entrepreneurial ecosystem actors at different life cycle stages of e-start-ups. To this end, the main actors of each life cycle stage were identified through interviews with the co-founders of e-startups in Shiraz Hub Accelerator and integrated communication concepts using meta-synthesis. Then, integrated communication tools for the main actors of the entrepreneurial ecosystem at each stage of the life cycle were determined and weighted using the content validity ratio and SWARA technique for the main actors. Based on the findings, accelerators and incubators are the main actors in the pre-startup stage. Implementing direct relations, networking, and event-based marketing by startups is crucial for these actors. In the startup phase, in addition to accelerators and incubators, business angels and users are also major actors in this ecosystem, with direct relations, networking, and sales promotion programs for accelerators and incubators, as well as public relations and social marketing for business angels and e-WOM, and event-based marketing are the most important for users, respectively. In the growth phase of the e-startup, direct relations, networking, public relations, and social marketing have also shown the most significant importance for venture capitalists, e-WOM, e-marketing, social media marketing, and internet marketing, respectively.

The maritime industry, Similar to many other sectors, is adopting Industry 4.0. The implementation of Industry 4.0 presents significant advantages to the marine industry including, creating new value, fostering cooperation between port actors, and reducing operational costs. This paper analyzes the most intellectual structure of Industry 4.0 and maritime research. To identify the main clusters of this research, a document co-citation analysis was applied. Furthermore, the trend of total publications, the most cited authors, Geographical distribution, and cooperation of countries of this domain was analyzed with the help of CiteSpace and Histcite Software packages. The data collected for bibliometric analysis were collected from the web of Science from 2011 to 2021. The results reveal that the number of publications in Maritime 4.0 has significantly increased since 2011 and will continue to grow rapidly in the next few years. Regarding the Geographical Distribution of Publications in the research domain, such publications primarily originate from People R China, the USA, and Italy. According to document co-citation analysis, Digitalization, Artificial intelligence, and Blockchain are the most active clusters of maritime 4.0 research.

Sustainable consumer behavior can prevent the ever-increasing destruction of the environment, pollution, climate change, and the wastage of non-renewable resources. Fruits and vegetables are among the goods that are purchased continuously and in high volume by consumers, while they can spoil quickly and be wasted in high volume. Based on this, the analysis of sustainable consumer behavior in this market can provide a deeper understanding of this behavior to marketers, business owners, and consumers. In this regard, and to identify the dimensions of sustainable consumer behavior, the dimensions of sustainable behavior and factors affecting it have been identified through qualitative content analysis. Following this, using a field survey of 384 consumers in Tehran, the factors affecting the dimensions of sustainable behavior were identified, and finally, using Shannon's entropy, these factors were ranked. The data collection tool in the field survey was a researcher-made questionnaire, the reliability of which was determined through Cronbach's alpha and its validity with convergent and divergent validity indices. The findings show that sustainable consumer behavior can be defined in the four concepts of recycling, responsible shopping, social responsibilities, and responsible consumption, and the factors affecting it include individual values, individual characteristics, individual experiences, environmental knowledge, media, shopping habits, consumption habits, Institutional pressure, environmental attitude, and product characteristics, among which environmental knowledge, consumption habits, product characteristics, purchasing habits, individual characteristics, individual values, and environmental attitude are the most important respectively.

The current research has been conducted with the aim of identifying and investigating the effective factors of digital currency technology adoption in knowledge-based companies of Shiraz. The current research is considered an applied research in terms of its purpose. Considering that the purpose of this research is to provide a model and framework to identify factors affecting the adoption of digital currency technology; Therefore, no specific hypothesis is proposed for this research, but instead of testing the hypothesis, the researcher seeks to find the answers to the research questions as follows.What dimensions, components and indicators are included in the model of factors influencing the adoption of digital currency technology?What is the impact of the specified dimensions and factors on the adoption of digital currency technology in knowledge-based companies in Shiraz?In the new research method, the scope of the research is limited in terms of space, time and subject, so that there is a necessary focus on the subjects and the researcher can reach the desired answer by posing questions. Therefore, in this research, the subject, spatial and temporal scope of the current research are:Subject area: The current research is thematic in the field of digital marketing management in order to identify and examine the appropriate factors for the adoption of digital currency technology in knowledge-based companies.Spatial territory: Spatial territory of a research represents the environment of that research and the place where the research is carried out. In the current research, knowledge-based companies located in Science and Technology Park in Shiraz city and other knowledge-based companies in Shiraz city are selected as the spatial territory.Time domain: it is very important to conduct a research and collect its data in specific and precise time ranges, therefore the time range of this research is divided into two qualitative and quantitative categories, which is the collection of research literature and qualitative data in the second half of 2022 and Quantitative data collection and analysis was done in the first half of 2023.

Considering that this research uses a mixed approach, in the current research, in the qualitative section, through library studies, information is collected about indicators related to the acceptability of digital currency technology using the theories of technology acceptability, and in the section Shortly after designing the research model and model, the model is tested by examining the relationships between the variables. So this research will work with a mixed method. Therefore, the approach of this research is presented in an inductive and comparative form, the analysis method of this research is in the qualitative part of the content analysis using the information obtained from the studies and in the quantitative part, the survey strategy will be used in the knowledge-based companies of Shiraz. This research will be exploratory in the qualitative part and descriptive in the quantitative part, because in the qualitative discussion the researcher is looking for revelation and understanding and in the quantitative part, he is looking for description and explanation. The environment of this research will be in the qualitative part of the library and in the quantitative part of the field. In terms of philosophical foundations, this research is placed in the pragmatism paradigm. In this research, which uses qualitative content analysis, after defining the main question of the research, the researcher looks for the indicators needed for the research, then the indicators are divided into smaller categories in the form of coded categories and the smaller components are displayed in the form of more regular dimensions. According to these steps, first the research problem regarding the necessity or non-obligation of accepting digital currency in knowledge-based companies was determined, and the research question was determined that what dimensions, components and indicators are included in the digital currency technology acceptance model? After that, the research variables were selected based on the previous research literature and then its sampling, which includes articles, books, magazines and other scientific publications regarding the adoption of new technologies, especially digital currency. was selected, and in the next step, coding and categorization were done using related researches that have been done, and finally, the validity and reliability of the model was tested, and in other words, the final model was fitted.

The variables of economic control and economic trust are from the dimensions of economy-related factors, appropriate distribution and access variables, price-related factors, advertising from the dimension of marketing factors and individual trust variables, perceptual factors, attitude and related factors with the health of people, they can influence the acceptance of digital currency technology from an individual and social perspective. And only the variable of subjective norms from the individual and social dimension could not get the acceptable quorum.

Factors related to the economy, effective factors, and individual and social factors each contribute to the adoption of digital currency technology in knowledge-based companies in Shiraz.

Today, the role of start-ups in the economic development of societies is such that it has a significant share of planning and studies at various levels, including policy and business management models. Startups have to overcome many obstacles as they grow and mature, and non-dynamic and non-innovative groups rarely escape these developments. Therefore, in order for start-ups to be able to survive in a dynamic business environment, they need to have key marketing capabilities in a pattern that fits their life cycle, Accordingly, this research is defined with the aim of identifying marketing capabilities in start-up companies. In this regard, from a methodological point of view, it is an exploratory research that is applied in terms of purpose and mixed in terms of variables, and was conducted in a cross-sectional time horizon and with an inductive approach in a real and non-laboratory environment. Also, the geographical area of those start-up businesses located in Science and Technology Park, whose data was collected in the second half of 2019 and the first half of 2010. This research has been implemented in three main stages. In the first stage, the marketing capabilities have been identified and extracted using the literature review and previous studies. The method used in this step is systematic review. The reason for choosing this method is the accuracy and completeness of the scientific use of the main researches to minimize mistakes and random errors, and to identify the largest possible number of related studies on this issue. At this stage, the statistical population has all available valid articles and books of the last 20 years, and the validity of the used researches has been evaluated using the Kasp method. At the completion of this stage, using in-depth interviews, the list of marketing capabilities of Nova businesses has been completed. In the second step, the importance of marketing capabilities in the life cycle of start-up businesses was determined using a field survey and using a researcher-made questionnaire. At this stage, the statistical population has been the co-founders of startups based in the Fars Science and Technology Park Growth Center, and the participants were determined based on the list received from the Growth Center, based on access. The statistical population at this stage has been 242 active startups in this center, based on Cochran's relationship and with an error rate of 10%, the sample size of 69 cases was determined, and 56 questionnaires were completed based on accessibility and willingness to cooperate. The validity of the questionnaire was confirmed by formal method and based on the opinion of two academic experts and its reliability was confirmed using Cronbach's alpha coefficient (0.726).In the following, the average of the collected data was compared using the non-parametric Kruskal-Wallis test, and based on the significance of the average difference, the important capabilities at each stage of the life cycle of start-up businesses were determined and the final model was presented. Based on the findings, 56 features were identified and grouped into 13 categories. Names of groups: communication capital management, product management, marketing systems and resources, operational capability, distribution, marketing research, marketing human resources management, brand management, customer management, promotion and advertising, diversification of marketing methods, sales management, digital marketing. As a management recommendation, startups can use this model as a scientific tool for decision-making and problem-solving of the marketing capabilities of their businesses. In addition, the use of this model can help start-up companies in a dynamic business environment, by recognizing important marketing capabilities at different stages, strengthen these capabilities and add to their previous capabilities. Also, scientifically, this model has led to the expansion of the scientific scope of innovation of business models and can be a basis for research related to the management of start-up businesses.

Cinema is known as one of the main pillars of cultural, social and artistic development of any society. There are several motivating and preventing factors for different audience segments to go to the cinema, which can be used to improve the performance of movie theaters and attract more audiences. Therefore, the present study was conducted to identify the motivating and preventing factors in attracting different sections of cinema audiences. This research is a exploratory mixed method study. In the qualitative section, a conceptual model of effective factors in attracting cinema audiences was identified In the quantitative part, a questionnaire was developed based on the indicators extracted in the qualitative stage and was distributed among the citizens of Shiraz with a sample size of 389 people. In the next step, the respondents were divided into three sections using the Keynesian clustering algorithm and the motivating and preventing factors were identified in each section. Finally, the mentioned factors were prioritized using Friedman test and mean. Findings showed that "desire for entertainment, diversity and having a new experience" in the first cluster: "genre and subject of film" in the second cluster; and "cinema ticket price" in the third cluster, are the most important motivational factors. "tendency to other entertainments and hobbies" in the first cluster and "distance from the house to the cinema" in the second and third cluster were also identified as the most important preventing factors.

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.

Local event tourism is one of the types of tourism that can play an essential role in the sustainable economic and social development of communities. However, this issue has received less attention. Meymand Fars Flower and Rose Festival is one of these events held every year in the spring season. This study aims to identify the factors that attract tourists to this event. For this purpose, the factors attracting tourists to the events were extracted by qualitative content analysis and then the tourists' opinions. Finally, a conceptual framework of influencing factors on customers' tendencies, including 50 indicators in 15 components, was presented. Also, the quantitative analysis of Q data shows that accessibility, hospitality, and spending time with friends were essential for the first group of tourists, social interactions and event quality were necessary for the second group, patriotic and learning motives were important for the third group, and experience and enjoyment of the event were necessary for the fourth group. At the same time, natural attractions and enjoyment of the festival environment have been essential for all tourists, and these results can be a basis for formulating marketing strategies for local tourism events.

One of the success factors of any production firm is optimizing the distribution channel of products and identifying bottlenecks in each level of the supply chain can be a basis for selecting and managing the supply chain in the distribution channel. Therefore, this research has been conducted with the aim of identifying the functional bottlenecks of the   wholesaler-retailer two-tier supply chain in the distribution channel of food production units. This research was conducted in the form of a descriptive and applied research. Initially, in the qualitative phase, by using qualitative content analysis and by interviewing 26 experts in this field, the functions of wholesale and retail levels of food were conceptualized as  first-order codes and then as second-order codes. Next, in order to explain the model, using the opinions of 61 economic experts in the supply chain field, the degree of influence and effectiveness of the functions was determined using the DEMATEL technique. Findings show that at the wholesale level, sales promotion, compliance with market rules and ethics, active cooperation with the manufacturer, and financing of the chain are the main functions. At the same time, providing services to consumers, obeying market rules and ethics, promoting sales, financing the chain, and optimizing the product portfolio are considered the most effective functional bottlenecks in the retail sector. Based on the results, the identified bottlenecks can be used to map the value stream of distribution channels to identify process improvement opportunities for a more efficient supply chain. Also, the managers of food industry units, while familiarizing themselves with the key performance indicators of the chain, can consider the parts that can be improved in smoothing the flow of goods, money and information in the supply chain.</em>

An industry 4.0 concept has received global concern as a research focus in recent years. Following an increasing interest in the area that merges digital /industry 4.0 technologies in the maritime field, this paper aims to identify the technologies of industry 4.0 and find out how they are connected in the maritime domain. To do this a bibliometric analysis of keyword co-occurrence was applied in this paper. VOSviewer software package was adopted as a bibliometric analysis tool and the Web of Science Core Collection (WoSCC) database was used as the primary source for data collection. The research population consists of scientific products indexed in the WebScience database from the period of 2000 to 2021. The findings indicate that industry 4.0 is a new concept in the maritime domain. Furthermore, among industry 4.0 technologies big data and artificial intelligence had been widely studied keywords in the maritime context. While this research didn’t provide strong evidence for the emergence of 3D printing in the maritime domain which requires further research.

The aim of this study is to conceptualize the memorable tourism experiences of domestic and international tourists in Shiraz. Semi-structured interviews with ten domestic and eleven international tourists were conducted, and data were collected and analyzed using the grounded theory approach. Theoretical sampling, as well as purposeful and snowball sampling, were used. The study's findings indicate that tourists' memorable experiences at a destination can be classified into four categories: physical environment, culture, interpersonal relationships, and psychological factors. The findings indicate that those emotionally attached to a destination are more likely to revisit. Additionally, visitors recommend the destination via word of mouth and user-generated content on social media. The coronavirus outbreak has been identified as an intervening factor in tourists' memorable experiences of the destination. Defining and conceptualizing the dimensions of tourists' memorable tourism experiences in a destination is a critical issue that can significantly impact policy-making and developing and managing tourism-related businesses and products.

These days, people are increasingly taking revenge on various issues, so it is important to be familiar with such customer behaviors as well as how they occur. The purpose of this study is to identify the dimensions and components of the customer revenge process and provide a model to explain it. In order to present the model and to systematically review the texts, the meta-synthesis method based on the seven stages of Sandelowski and Barroso has been used. The community of the present study includes 87 works from 14 scientific databases, among which 27 articles were selected based on the critical appraisal skills program (CASP) for further analysis. After a complete review of the final works by content analysis method, a total of 43 codes, 14 concepts through the classification of codes and 5 categories (primary perception and cognition, emotions, motivation, behavior and secondary perception and cognition) through the classification of concepts were identified, which became the basis for building the research model and then the relationships between the components of the model were explained by logical propositions. The results of this research show a conceptual model in which the initial perception and cognition of a negative event (such as: service failure) by customers can respectively lead them to negative emotions, desire for revenge (desire for avoidance) and revenge (avoidance) behaviors with the moderating role of secondary perception and cognition. This model can also be used as a basis for future studies and research.

Despite the interest in tourism, this issue has been influenced by concerns about natural and social environments, and in response to that, sustainable tourism has become the standard approach in tourism development. However, the debate, discourse, and in some cases criticism of this area continues. Later, responsible tourism emerged as another solution for the interaction between the environment and the tourist. The purpose of this article is to review the research conducted in the field of sustainable and responsible tourism to identify the content formed in these areas and to examine the relationship between them in order to understand the current situation and determine the direction of future research on these issues. Therefore, in this article, with the scientometric approach, articles in this field in the period 2019-1990 have been reviewed. A total of 1518 articles retrieved from the Web of Science database were analyzed using collaboration network analysis and both citation and all lexical network. Findings show that the focus of issues has changed from the concept of sustainable tourism to governance and social responsibility, and in the shadow of sustainable tourism, a new concept is being formed that addresses the issue of responsibility in the field of tourism. The result of this research explains the hot research topics and the development process of future research in this field.

Explaining an appropriate structure for research and development (R&D) and innovation in rural cooperatives can be a factor in solving problems and improving the technical and marketing capabilities of these companies. Accordingly, the purpose of this study is to provide a model of innovation in the R&D process in handmade carpet cooperative unions, which is in the form of a practical and mixed study, followed by an inductive approach. In the first step, in order to identify the innovative needs and role-players of this process, systematic review and interviews with experts are used, and then by forming a hierarchical structure of network analysis process (ANP), innovative needs, R&D stages, and finally the importance of each role player in the research process was determined. The Demetel techniques and the best-worst method were used to define the ANP supermatrix. In this analysis, the statistical population of experts and activists of these cooperatives are considered as data sources, and using a judgmental and purposeful method, 16 people participated in determining the needs and 21 people in weighting and prioritizing. Findings show that innovation in production technology, products, work processes, and sustainable and green production have the highest priority in the innovative needs of these cooperatives. Also, the stages of commercial production, research, and marketing are most important in the R&D process. Finally, the results show in the commercial production stage, supporters, suppliers, and customers, in the research stage, research units, and in the marketing stage the customers can have the most cooperation.

Impulse buying is one of the significant behaviors of consumers that can occur under the influence of motivating factors and stimuli, and identifying the areas and occurrence of this behavior play an important role in defining and implementing marketing programs. The messages based on market scarcity seem to be one of these factors. The purpose of this study is to investigate and analyze the effect of commodity scarcity messages on consumers' online impulse buying intention instantly with respect to the moderating effect of product involvement and consumer product knowledge. So, this applied research has been done experimentally and scenario design. For this purpose, based on the description of the messages in three levels and for two selected products with different levels of involvement and consumer knowledge, six scenarios were designed, and research variables were measured in the form of presenting a scenario to the participants. The research data were collected in a statistical sample of 194 people who were selected from the statistical population of students of Shahid Beheshti University by the non-randomized method. Finally, the research hypotheses were analyzed by analysis of variance (ANOVA). The findings indicate the significant effect of scarcity messages content on consumers' online impulse buying intentions. However, scarcity messages based on a limited supply of goods are more effective than supply time constraints. Also, product involvement and consumer knowledge have moderated these relationships, so that this effect is more in consumers with low product involvement and low knowledge about the product than others.

In the insurance industry, customers’ systematic identification and clustering is a major concern not only for marketers but for the entire organization, for this reason, Customer segmentation helps target organizations to customize their services and prioritize products based on their profitability. This research is an applied, descriptive and quantitative study aiming to cluster customers by using k-means clustering. The data were collected from 800 customers of Pasargad insurance company in the city of Shiraz using the random sampling technique. The data on length, recency, frequency and monetary issues were collected by considering research ethics principles. Customers were clustered into four groups including key, prodigal, intermittent and uncertain by using the K-means method. Eventually, the customers’ lifetime value was determined Clustering has been carried out in four categories, including key clients whose contribution to a sample of 800 insurance customers is 24.2%. This group of customers has high financial value characteristics and high purchase frequencies. They are ranked first in terms of lifetime value. Based on the findings, the indicator of the volume of financial exchange is an index that graduates the other indices placing a client in the position of key a customer. Prodigal customers featured with high financial characteristics, low shopping frequencies and a 25.8% share of insurance customers are in the second category and ranked second in terms of lifetime value. The third group of customers, having a share of 33.4% of the insurance customers, low purchasing value characteristics and high purchase frequency, are frequent customers who are in the third rank of life value. The last group of customers is uncertain ones who account for a significant 16.6% share of customers. They have monetary value characteristics and low purchasing frequency and are ranked last in terms of lifetime value. They are among the customers who have no significant trade volumes and the lowest value of the purchasing iteration index, regardless of the time indicators associated with these customers. This puts them in the cluster of uncertain customers with a 16.6% share in the selected statistical sample. This is because they have different and irregular financial behaviors during a certain period. So, it may not be profitable to give them services.   Determining the share and importance of customer groups based on customer lifetime value is one of the results of this study. While keeping prodigal customers, it is recommended to managers and marketing planners of the insurance industry to pay special attention to key and intermittent customers. From a managerial perspective, customer segmentation is a very important issue in the insurance industry. It can be a subject for studies and applied planning in every sector. Also, the specialization of insurance industry services in proportion to the customers' lifetime value, expectations and preferences based on scientific segmentation and customer data is one of the managerial recommendations. Another aspect that can be suggested to the managers of the insurance industry based on the results of this study is paying attention to the characteristics of customers in each cluster. Among these four groups, the cluster of key customers has a significant volume of transactions and length of the period of communication and repetition of insurance transactions. It also requires insurance companies to pay special attention to these customers. Next to this group are prodigal customers who have mostly low repetition of their insurance transactions, while the volume of turnover of this group is significant for the insurance industry. The importance of this group increases when these people have the lowest share in the overhead costs of insurance services for insurance companies, and, at the same time, their premiums are relatively higher than other groups. This makes managers pay more attention to this group. However, due to the low contact of these people with the employees of insurance companies, it is possible that they will receive less attention in relational marketing issues and promotional measures of this group. Accordingly, it is necessary for the managers of the insurance company to recognize generous customers and make special plans for them, especially in relationship marketing. In addition, given that a good number of the insurance company customers are uncertain clients, special planning is necessary to maintain and increase their loyalty. Another group identified in this study is that of the intermittent customers. This group of customers receive a relatively large amount of insurance services, while the premiums received from this group are not significant compared to the other groups. Identifying this type of customers and defining ways to retain them while reducing referrals to this group of customers is essential.

Given the development of smart retail in the business environment, the acquisition of smart technologies by retailers seems inevitable, and in this regard, the choice of these technologies in the retail industry is influenced by the characteristics of technology and organizational capabilities. This research has been conducted with a mixed exploratory approach to identify intelligent retail technologies as well as the requirements and factors affecting the selection of these technologies in Refah chain stores in Shiraz. In the first part of this study, by a systematic review of the background, intelligent retail technologies and their selection factors were identified, and then, based on the opinion of experts, the technology selection criteria were weighted with the best-worst technique. Finally, the identified technologies are prioritized based on the mentioned criteria and using the TOPSIS technique, and as a result, 26 criteria (in 7 areas) and 23 intelligent technologies were identified. Therefore, the ability to provide information to the customer, the impact on the convenience of customer selection, technology costs, and the IT infrastructure of the stores have been presented as the most important factors in choosing smart technologies. Also, smart display technologies, interactive information terminals, mobile applications, digital signage, and electronic shelf labels were identified as the best options for smartening Refah Chain Stores.

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.

The purpose of this research is to identify and categorize on the other hand insurance customer loyalty programs Using a systematic review approach; so, this research is applied, qualitative, inductive, non-laboratory, and cross-sectional research. The statistical population of the research is loyalty program experts, who are aware of the insurance industry. A judicious and targeted Sampling method to Select the Participants and the theoretical Saturation rule for the Sample size has been used. Finally,  the sample size has been extended to 14 by snowball method. In the first stage, the systematic review of programs is identified and in the second stage, the content validity index is used to determine the validity of identified programs in the insurance industry. At the end, selected programs are categorized and validated with the CAPA index. The results show that, according to insurance customers, 15 loyalty programs include awards are as fallow: cash discounts, volume discounts, surcharges and free insurance services (Asantivon), coupons, free non-insurance services, credit cards, insurance policy options, access to sites and apps , Reduced service delivery times, personalized insurance services, non-monetary rewards, preferential behavior, leisure facilities for customers and customer clubs. these programs are grouped into four categories.

In the implementation of Article 44 of the Constitution and with the aim of reduction of the government incumbency, branding companies have been established and branding and loyalty have been raised as concerns of these companies. The purpose of this study was to identify and prioritize the factors affecting customer loyalty as one of the main contexts of refueling sites’ branding as an applied study in two steps. In the qualitative stage, the factors are determined by content analysis and interview, and in the quantitative stage, based on the customers' opinions, they are ranked with the Best-Worst Method. The statistical population of the qualitative step included the marketing managers of brand companies and the refueling stations’ owners that selected judicial and in the quantitative stage, the customers’ participants were selected based on convenience sampling. Research findings are presented in a conceptual model with 19 components and 63 codes and ranking of factors indicated that location, station services, welfare facilities, human factors, architecture and environment, and brand of stations have been selected as customers preferences.

With increasing competitive pressures in chain store settings, customer loyalty is considered as a measure of their performance, and the question of why customers become loyal to a particular chain store is very important. Considering the importance of customer loyalty in the present study, a conceptual model of customer loyalty has been presented in order to improve insight in this field. In this regard, first, the loyalty determinants were identified, and then with the help of these factors and using qualitative content analysis with a deductive approach, an attempt was made to identify the factors that have shaped loyalty. The statistical population of this research consisted of related internal and external studies in credible journals from 1390 to 1399 AH and 2000 to 2019. Finally, by examining the content of 90 valid and relevant studies that were selected through purposive and snowball sampling, the research model was presented. The model included 7 main categories such as the attractiveness of the offer, store responsibility, store authenticity, environmental structure, influencers, competent endorsers, and contextual factors, 19 subcategories, 67 components, and 338 indicators. The reliability of this model was confirmed by the Kappa index. In this study, in order to identify the customer loyalty model, both controllable and uncontrollable factors by the store have been considered.

Attracting private sector participation in public sector participatory projects in the country requires an organizational framework tailored to the expectations of the private sector, and the purpose of this study as an applied, descriptive, exploratory and mixed research is to provide a public sector organizational model in order to attract private sector participation in public projects, that has been done in two stages, qualitatively and quantitatively. In the qualitative stage, the factors influencing the decision of the private sector investor in the form of codes, concepts, sub-themes, and main themes have been determined with a phenomenological approach. Then, these organizational factors are classified into effective and efficient factors by DEMATEL method. The statistical population of the study consisted of private investors in public projects and experts of this era, in which 13 private investors and 9 experts were selected in a judgmental and purposeful manner and participated in interviews. Findings show that eleven major themes in the public sector including systems, advertising, business processes, organizational governance, human resources, communications, trust-building, branding, physical evidence of the organization, economic and social attractiveness of projects are influential in the private sector decision to partner with the public sector. Among them, organizational processes, human resources involved in the process of attracting partnerships, and organizational governance of the public sector are the most influential factors.

In the present study, we seek to identify the structures of the first type of food packaging and classify them to provide a comprehensive classification. These surveys were carried out with regard to packaging in the field of impulse buying. This study is, in terms of its goal, functional; in terms of its nature, qualitative; and in terms of its methodology, content analysis. The statistical community of this research is the existing documents and experts in the packaging industry. Data gathering tool was based on the previous studies to collect the initial information and then a questionnaire for expert opinion to identify and consensus on the dimensions of food packaging. In order to investigate the content validity of packaging elements, the content validity index (CVR) provided by Lawshe (1975) was used and Kappa index was used to examine the reliability of the model. Finally, 37 indicators, 6 components (design, textual elements, multi-sense, incentive elements, functional attributes, and eco-friendly features) and two dimensions (visual and non-visual elements) were defined for food packaging.

This research aimed to present a sustainable value chain model based on Porter's Framework Development and Balanced Scorecard. Since the localization of this developed model requires a deep examination of an industry or the needs of an enterprise, partnership company of Sayyahfar & Khandadash with the brand named PremiumBond, active in the aluminum composite panel industry, has been selected as a case study. The research strategy respect to the objectives and coverage of the mentioned steps is qualitative and in terms of purpose, developmental and applicative, and respect to variables, it's exploratory mixed and the results are presented using a review of library studies and an open interview with experts. Data analysis was done using Multi-Criteria Decision-Making techniques such as Best-Worst and Topsis method along with Excel 2013 software. Finally, based on the results, the suggested developed value chain model, the new value chain model for PremiumBond Company along with the contribution of each value domain and the developed value chain ecosystem profile, are presented.

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