davod feiz

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

Popular technologies today certainly include augmented reality technology. The application of augmented reality technology in the field of business, marketing, and promotion of products and services has its potential and its reasons. Despite the popularity of this new technology in developed countries, its use in the Iranian marketing industry has been neglected. Therefore, the present study is a qualitative study of the challenges and solutions to using this new technology in Iranian marketing. First, to collect qualitative data, a semi-structured interview questioning framework with experts according to the technology acceptance model was developed. Next, 12 executives with experience in the field of augmented reality technology were selected according to the snowball sampling method. The second phase interviews were coded using Braun and Clarke's six-step inductive thematic analysis using MaxQDA software. The results show that there are a total of 2 main topics and 6 sub-topics. Key topics include the challenges of using augmented reality in the Iranian marketing industry and solutions for using augmented reality in the Iranian marketing industry and sub-topics include Challenges from the customers' perspective, challenges from the service provider's perspective, challenges from the technology perspective, solutions from a customer perspective, solutions from a service provider perspective, solutions from a technology perspective.

Augmented reality technology is one of the modern information visualization technologies. Today's popular technologies undoubtedly include augmented reality (AR) technology. The application of augmented reality technology in the field of business, marketing, product promotion, and services has its potential and justification. Despite the spread of this new technology in developed countries, the use of this technology in the Iranian marketing industry has been neglected. Therefore, the present study aims to investigate the challenges and solutions to using this new technology in the Iranian marketing industry.

This qualitative research is exploratory in terms of approach. To collect qualitative data, a framework was developed to conduct semi-structured interviews with experts according to technology acceptance models. Then, 12 experienced executive experts in the field of augmented reality technology were selected by the snowball sampling method. The interviews in the second phase were coded using Braun and Clarke's six-step inductive thematic analysis method by MaxQDA20 software.

The results showed that a total of 2 main themes and 6 sub-themes were obtained. The main themes include challenges of using augmented reality technology in the Iranian marketing industry, and solutions for using augmented reality technology in the Iranian marketing industry, and sub-themes include challenges from the customer’s perspective, challenges from the service providers’ perspective, challenges from the technology perspective; solutions from the customer's perspective, solutions from the service providers’ perspective, and solutions from the technology perspective.

Based on the findings of this research, the lack of specific laws in the field of new technology legislation, the impact of social and political events in the country on internet filtering and bandwidth reduction, as well as the lack of support for developers, are the most important challenges of using new technologies in Iran. The specialists of this research stated that in order to solve these challenges, the capacity of neighboring countries should be used for technological issues, and also by teaching how to understand new technologies in schools and kindergartens, the culture of using these technologies will spread among the people. It has also been suggested that augmented reality technologies must be used in television advertisements so that people realize the advantages of using this technology.

Along with the evolution of customers' experience of the brand, the importance of the type of interaction between customers and the brand increases, because just as customers can use the potential of their brand knowledge and skill in creating brand value, if they are dissatisfied with it, They can destroy brand value. Therefore, it is necessary to know the type of interaction of customers with the company during their experience of the brand to identify the state of co-destruction of brand value. Therefore, this study aims to examine the concept of co-destruction of brand value in the interactive process of customer-brand experience.

This study is applied in terms of its purpose and qualitative inductive in terms of research type. In this research, the Classical ground theory method has been used to collect data.

The proposed framework of this research has been presented during three consecutive steps of customer-brand experience and by extracting 157 open codes, 34 concepts and 8 main categories, it has formed the main process of co-destruction of brand value.

The results show that the co-destruction of brand value is formed during an interactive process and its occurrence requires the evolution of the negative experience of the customers about the brand. In other words, all interactions from the time of the wrong initial conflict between the customer and the brand to the moment of their harmful cooperation in production and marketing, lead to the formation of the co-destruction process of the brand value. Therefore, according to the presented framework, companies can monitor all stages of customer-brand experience and prevent this destructive phenomenon from happening in the company by identifying their weak points in interactions.

Employer brand as one of the organization's brand dimensions and an important factor of differentiating from competitors has an important role in the field of maintaining and increasing the intangible assets of the organization. The present study sought to identify ranking the predictors of development employer brand based on the viewpoints of professors and faculty members of the University of Defense Departments.

This research is applied in orientation and positivist philosophically which was done using Q method. In this research, first, by reviewing the literature and the semi-structured interview, entrepreneurial brand development predictors were extracted and the final factors were determined by the help of experts. These factors, in the form of Q cards, were delivered to 23 professors of the Defense University, who were purposefully selected as the participants of the study. Finally, their perspectives were analyzed using exploratory factor analysis through SPSS Software.

The results suggest that participants possess seven mental models including functionalist, functionalist, public relations, non-bureaucratic, employee oriented, multi-dimensional, and human resources maintenance.

Improving identified employer brand predictors in the studied universities may cause employer brand development and help to upgrade the intangible resources (especially human resources) of these universities. Besides, focusing on the identified employer brand predictors can augment the efficiency of these attempts.

By integrating personal factors and sales promotion literature, the main contribution of this study is to analyze personal characteristics and advertising methods to increase consumer buying behavior. The purpose of this study is to investigate the factors affecting post-purchase cognitive dissonance with the mediating role of consumer behavior.

The present study used a survey method to collect data and a correlation method to analyze the data. The statistical population of the study consists of all consumers referring to commercial complexes and shopping centers in Tabriz and Urmia. According to Cochran's formula, the sample size was set at 384; which was upgraded to 400 for more accurate calculations. A Likert-based questionnaire was used to collect information and Structural equations’ modeling was used to analyze research data with Smart-PLS software.

Findings showed that personal factors (Market Maven, Stable, Agreeable and Open Minded); the reputation of the brand designer, store atmosphere and Sales Promotion has a positive and significant effect on consumers' buying behavior. In addition, positive and significant effect was found between Buying Behavior of Consumers and post-purchase cognitive dissonance. Gender moderates the relationship between Buying Behavior and post-purchase cognitive dissonance.

Sales promotion was used as a weapon to increase sales and the widespread use of this concept in order to achieve customer values in order to achieve goals and business is fruitful.

Dress as one of non-verbal communication tools defines underlying aspects of communication such as purpose, formality, personal characteristics and the context of communication so in service based organizations that nature of communication between organization and customer is human communication, dress is considered more important indicator in forming customers perceptions so this study aims to investigate the impact of service contact personnel dress on service quality expectations and purchase intention considering the moderating role of involvement and customer gender. Form methodology point of view, this study is considerd a descriptive survey and form objective point of view is a founctional study in the context of banking industry. Data collection was done by using standard questionnaire and photos of service contact personnel dress in appropriate and inappropriate arrangements and by involvement scenarios. The statistic population consists of Melat bank customers in Tehran.138 valid questionnaires were collected out of 200 questionnaireswhich were selected based on KOKRAN Formula and had acceptable validity based on experts opinion. Findings indicate meaningful and positive impact of appropriate dress on service quality expectations and purchase intention which is more intensive in low involvement and among women.

Social media as a strategic choice leads startup companies to rapid marketing capabilities development. So it is essential for these business entities to develop and implement social media marketing strategies in a way that align a wide range of social media tools and tactics with marketing objectives to make sustainable competitive advantages and to meet business goals. To address this pivotal need, this article aims to present the alignment model of social media tools in startup companies.

Considering the complexity of aligning social media marketing tools with marketing objectives as the problematic situation, constructing the model was conducted through using soft system methodology and cognitive mapping. Data was gathered in collaborative way and throughout semi-structured deep interviews with 16 managers of 8 startup companies as an expert panel in heterogeneous industries that were selected according to non-random sampling method.

Findings implies that in congruence with triadic objectives of social media marketing plans within startups including increasing awareness, increasing interactions with customers and positioning, respectively three levels of interrelated alignment including content-conversation alignment, communication based alignment and conversion based alignment could be accomplished.

47 goal oriented actions were suggested by participants that could be considered as the alignment strategies guidelines either in social media marketing strategy development or implementation.

An international ecosystem of marketing is a network of different actors whose success and survival depend on each other. This concept implies that organizations should not be considered as separate actors but as part of an ecosystem. The main objective of the current research is to design an international marketing ecosystem for small and medium-sized enterprises(SMEs). In fact, this study was designed to identify the main actors of the international marketing ecosystem for small and medium-sized enterprises. The methodology used in this research is a combination of qualitative and quantitative methods. The statistical population of this study is Tehran's small and medium-sized enterprises which have an experience in international markets. The statistical sample of this research is also experts and professors who are familiar with the topic of this research and managers with experince of small and medium-sized companies which were identified through  snowball sampling technique. In the qualitative phase, the grounded theory method has been used. A total of 126 codes were identified in the form of sentences, pseudo-sentences, and words. The afforementioned codes are categorized into 24 concepts and 7 categories that include the following seven categories as major players in the international marketing ecosystem for small and medium enterprises: government, capital, market, nongovernmental organizations, infrastructures, culture, and educational institutions. In the quantitative part, for the confirmation of identified elements in the territory of the international marketing ecosystem, a researcher-made questionnaire, which was the result of the output of the qualitative research section, was distributed to 130 managers of the small and medium-sized enterprises in Tehran. Finally, the identified elements in the form of an international marketing ecosystem were designed by using expertise opinions.

The HR brand is defined as a set of functional, economic and psychological benefits provided by employment and identified by the company. The purpose of the present study is to investigate the relationship between human resource branding and organizational citizenship behavior, considering the mediating role of organizational silence. The research is applied in terms of purpose, and in terms of nature, it is descriptive-analytic; The statistical population of the present study is the staff of the RAHVAR NAJA police in Tehran. Sample size was determined using Cochran's relation and 140 individuals were selected by non-probability sampling method. Questionnaire was used to collect field data and Structural Equation Modeling based on Smart Pls software was used for data analysis. The findings of the present study showed that there is a significant and inverse relationship between human resource branding and organizational silence. There was also a negative and significant relationship between organizational silence and organizational citizenship behavior. That is, reducing organizational silence increases organizational citizenship behavior and vice versa.The results of this study indicate that organizational silence has a decisive role on employee citizenship behavior. Therefore, NAJA commanders are suggested to reduce the undesirable effects of organizational silence in order to increase citizenship behaviors in employees.

High stress and frequent exposure of nurses with painful and painful conditions in the workplace can lead to traumatic stress. Organizational trauma Theory is one of the latest topics in the organizational field which examines the impact of mental and emotional impact on the organization and its effects on individual and organizational performance.

This is an applied and descriptive study and has been performed by survey method. The statistical population of the study consisted of 218 nurses working in governmental hospitals of Golestan University of Medical Sciences. The main instrument for data collection was three Standard Trauma Inventory questionnaires, Vivan et al. (2015); Emotional Intelligence, Vesinger (2000); and Job Performance, Paterson's (1989). Their reliability and validity by calculating the Cronbach's alpha coefficient 0.87, 0.78 and 0.75 respectively and Structural equations’ modeling was used to analyze research data with Smart-PLS software.

According to the results, the negative effect of organizational trauma on emotional intelligence was not confirmed (β= -0.258, T = 1.720). The results of the research show that organizational trauma has a negative and significant effect on the nurses' job performance (β= -0.347, T = 5.440). Also, there was a positive and significant relationship between emotional intelligence and job performance of nurses with a β= 0.432 and a test statistic 7.355.

In order to findings suggests that nursing managers, in the face of such a phenomenon, first accept the reality of the organization, instead of denying reality or escaping from it, they would think and seek to resolve it. In the next step, the creation of work teams and the use of autonomous working groups, Little formalization, and decentralization in decision making and promoting the culture of success for better performance in the nursing complex are important for the management of mental attacks.

Capabilities are the main factor in the competitiveness of companies in today's business environment. The present study provides a framework for investigating the causal relationships between capabilities (dynamic and operational) and its functional results. The purpose of this study was to investigate the effect of dynamic capabilities on operational capabilities and performance with the role of moderating environmental changes. The research is applied in terms of purpose and descriptive-survey method. The statistical population is the managers and sales staff of dairy companies in Mashhad. samples of 226 people were selected based on Cochran's formula and available sampling method. A questionnaire with 40 questions was used to collect data. The reliability of the questionnaire was confirmed by Cronbach's alpha and composite reliability and its validity was verified with convergent and divergent validity. In order to investigate the research hypotheses, structural equation model and least squares approach were used. The results show that dynamic capabilities (sensing and Reorganization) affect operational capabilities and operational capabilities (marketing and technical) on company performance. The effects of Sensing on re-configuration, marketing capability and technical capability were equal to (0.44), (0.3) and (0.16) respectively, which had the greatest impact on re-configuration. The effect of re-configuration on marketing and operational capabilities was equal to (0.52) and (0.57) respectively.The effect of marketing capability and technical capability on performance was (0.26) and (0.21). It also examines the role of moderating environmental changes (rivals, technicians and markets) in the relationship between variables in the model, which was confirmed in some relationships. At the end, solutions were introduced to improve the performance of these companies. Market turbulant moderated the configuration relationship with operational capabilities (marketing and technical). The technical turbulant moderated the relationship between sensing with configuration and market capability  with technical capability configuration. Competition turbulence moderated the relationship between sensing with marketing capability and  reconfiguration  with technical capability.

An international ecosystem of marketing is a network of different actors whose success and survival depend on each other. This concept implies that organizations should not be considered as separate actors but as part of an ecosystem. The main objective of the current research is to design an international marketing ecosystem for small and medium-sized enterprises (SMEs). In fact, this study was designed to identify the main actors of the international marketing ecosystem for small and medium-sized enterprises. The methodology used in this research is a combination of qualitative and quantitative methods. The statistical population of this study is Tehran's small and medium-sized enterprises which have an experience in international markets. The statistical sample of this research is also experts and professors who are familiar with the topic of this research and managers with experince of small and medium-sized companies which were identified through snowball sampling technique. In the qualitative phase, the grounded theory method has been used. A total of 126 codes were identified in the form of sentences, pseudo-sentences, and words. The afforementioned codes are categorized into 24 concepts and 7 categories that include the following seven categories as major players in the international marketing ecosystem for small and medium enterprises: government, capital, market, nongovernmental organizations, infrastructures, culture, and educational institutions. In the quantitative part, for the confirmation of identified elements in the territory of the international marketing ecosystem, a researcher-made questionnaire, which was the result of the output of the qualitative research section, was distributed to 130 managers of the small and medium-sized enterprises in Tehran. Finally, the identified elements in the form of an international marketing ecosystem were designed by using expertise opinions.

Growth Hacking is a marketing strategy that uses analytical thinking and social metrics to develop startups technology. The purpose of this paper is to measure the impact of social media marketing activities as a growth hacking marketing strategy on customer response within the growth hacking marketing funnel framework. This research is applied and descriptive in method. The statistical population of the study consisted of the top 10 Iranian startup users who used social media as a marketing strategy for their growth. With regard to the unrestricted statistical population, with the help of Morgan's table, the sample size was 384, and finally, 401 questionnaires were collected by available sampling. The reliability of the research instrument was assessed and verified by internal consistency and its validity through convergent and divergent validity. The research hypotheses were carried out in the form of structural equation modeling with the help of SmartPlus software. At a confidence level of 0.05, the results showed that customers’ behavioral intention and their word of mouth advertising positively affects social media marketing activities as a growth hacking marketing strategy. This study also shows that customers’ behavioral intentions also positively affect their oral advertising.

The purpose of the present research is to provide practical solutions in order to create an appropriate understanding of the market, competitors and customers. This research is applied in terms of purpose and in terms of descriptive research method. in this research, At first, theoretical model and hypotheses between variables were expanded and to investiage the hypotheses, structural equetion modeling was used. The statistical population are the managers and sales staff of dairy companies in Mashhad. For this purpose, a sample of 226 people was selected based on Cochran's formula using available sampling method. A questionnaire was used to collect the data, The reliability of the questionnaire was confirmed by Cronbach's alpha, its composite reliability and its validity by using construct validity (convergent) and divergent validity. The reliability of the questionnaire was confirmed by Cronbach's alpha and composite reliability, and its validity was confirmed by using constructive (congruent) and divergent validity. The results of this study showed that competitive strategies affect market orientation and performance. The modifier role of market subtle between relationships of environment perception , market orientation and market performance was confirmed.

The rumination is like worries, with the difference that rumination focuses on bad feelings and past experiences, while worries focuses on potential possibility of bad events in the future. Among the factors that are needed to facilitate the daily life of the consumer with a high level of rumination, fashion clothes is an important and significant factor for many consumers. In this regard, the purpose of this study is to investigate the factors affecting on customer complaints behavior with emphasis on mediator role of post-purchase regret in the fashion clothing industry. The present study uses a survey method to collect data and use correlation method to analyze the data. The statistical population of this research is 400 people who are referred to shopping centers in Semnan. The questionnaire based on Likert spectrum was used in order to collect information and structural equation modeling was used to analyze the data. Findings of the research indicate that indulgence and sales experience have a negative and significant effect on post-purchase regret. Also indulgence has a positive and significant effect on the post-purchase regret. Finally, there was a significant negative effect between post-purchase regret and complaint behavior

Halal branding covers a wide range of economic activities including pharmaceuticals, cosmetics, health, textiles, clothing, leather, financial services, banking and tourism. Among the various forms of tourism, medical tourism has grown rapidly due to its competitive advantages. Therefore, the purpose of this study is to investigate halal branding as a strategy to develop medical tourism.
A qualitative research method and a case study were used. Data were drawn from semi-structured interviews and analyzed by using thematic analysis. A total of 20 interviews with patients, accompanying persons and hotel hospital staff were conducted.
A total of 110 main themes were drawn. These themes had two general orientations within themselves: The nature of the requirement that was either materialistic or spiritual and were simultaneously applicable to short-term and long-term affairs. Certain codes such as not serving haram foods and drinks, not performing abortion and the availability of prayer room in the facilities were specific to halal hotel hospitals.
From the combination of these two orientations, four organizing themes, i.e. spiritual and long-term purposes, short-term requirements, materialistic and long-term requirements and short-term purposes were drawn. The inclusive themes were determined by the nature of the requirement and the time orientation of the requirement .

This study examines the mentality and ideas of entrepreneurs to the issue of international marketing ecosystem. This study is a mixed method exploratory research that has been conducted using Q methodology. The participants of this research include: 8 professors who were already familiar with the research topic as well as directors and managers of small and medium companies in Tehran who have enough experience in international markets. The discourse of the present study were collected from various resources and then were evaluated. From among 74 Q-phrases, only 43 were selected as the sample for the present study. After collecting data from sorted Q-phrases, the data were analyzed using Q-factor analysis. Distribution analysis showed that there could be two distinct paradigms of research among the participants about the scope of international marketing ecosystem elements that will encompass about 68/388 percent of the total variance explained. These two mental paradigms are "state and the culture" and "capital and infrastructure", respectively. The importance and prioritization factors were identified based on the mental models. Finally, the strategies for the use of these agents were proved to be effective on the success of entrepreneurial companies.

Iranian hand-woven carpets as a strategic commodity in the field of non-oil exports is important, The identification of barriers to the industry and provide optimal solutions to facilitate its exports is important. This study aims to identify barriers to the export of Iranian handmade carpets using holistic marketing approach and offering its facilitators in the form of a concept model. In the first study, using a qualitative approach (content analysis), 57 code as barriers to the export of Iranian carpet extraction and according to semantic relationships were categorized into 6 classes and To overcome these obstacles, as facilitator for each class a concept proposed. In the second stage, using quantitative approach (interpretative structural modeling), the conceptual model was developed triggers for Iranian hand-woven carpets. Finally, the use of leverage-dependent matrix and conceptual model of research proposals to facilitate export of Iranian carpet was presented.

Identifying the problems of Knowledge-based companies is important because of their special position in the economy of the country, despite the increasing value of exports of Knowledge-based products, this companies suffer from two problems, areas of investment and unsustainable export, the issue that has challenged the competitiveness of these companies, it’s an issue that needs to be explored further. The aim of this study was to conceptualize and Prioritization of intelligent knowledge-based companies through a combination approach. The present study aimed to explore the mixed and the functional result. The first step is research in order to achieve the objectives of the research, using semi-structured content analysis and interviews with activist’s knowledge-based companies (professionals, managers and relevant officials), 95 Code as intelligent concepts competitive knowledge-based mining companies and 10 components were classified according to semantic relationships. The second step 12 experts selected by theoretical sampling their views through a questionnaire with 5-point Likert collected and analyzed data through fuzzy Delphi technique. The results of two surveys of experts led to the identification of eight main components of a competitor intelligence, financial intelligence, market intelligence, technical intelligence, intelligent management, regulatory intelligence, human intelligence and political intelligence to gain competitive intelligence in the knowledge-based companies.

The purpose of present research is to consider the relationship between occupational prestige and avoidance variables and intermediate role of organizational indifference. This research is practical and its data were collected through descriptive method and is descriptive-correlative. Statistical community is all Ilam petrochemical's co employees. About 276 subjects were selected as sample volume. The research sampling method is simple random and data were gathered through a standard questionnaire. The questionnaire was localized by expert opinion and its validity was approved, also the Cronbach's alpha coefficient was used to examine the reliability .Data were analyzed by structural equations by using LISREL software. Research results showed that occupational prestige has a negative meaningful effect with organizational indifference and avoidance. Also, organizational indifference has a positive meaningful relationship. The mediating role of organizational indifference in the relationship between occupational prestige and the staff evasion was confirmed. with avoidance obtained results in respective organization showed that occupational status is one of main motivational factors for employees. With regard to their responses, the higher the occupational status, the less the indifference and avoidance

Various actions are performed to enhance university-industry cooperation in Iran. Although efforts have been instrumental in the development of university-industry collaboration, but the country's growing need to meet the advanced technology and the commercialization of scientific breakthroughs, hence the development of new modes of university-industry cooperation is more necessary. Therefore, using an attributive survey reviewing the role of these centers in establishing effective communication between the university and industry, and also using a system dynamics modeling approach as well as drawing Causal Loop Diagrams (CLDs), variables affecting the coordination centers of science and industry in the development of the relationship between the two institutions is identified. Finally, a conceptual model is presented showing the variables and dynamics design.