جستجوی مقالات مرتبط با کلیدواژه « صنعت غذایی » در نشریات گروه « مدیریت »

Despite the growing body of research acknowledging that strong brands are critical for firms' long - term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the brand performance. The aim by present study is to examine the role the role of market orientation, brand management and marketing innovation in improving brand performance. Population of study consists of active firms in the country's food industry and size of sample is 222 obtained through stratified random sampling way. Data gathering toll is the standard questionnaire, for whose reliability Cronbach alpha was applied. Present study is an applied study in terms of purpose and in terms of collecting data it is regarded as a descriptive survey. Considered model was studied using structural equations modeling. The findings show that brand management system helps companies achieve brand performance better than competitors, and market orientation and marketing innovation are two of the key constituents of the system's development. In this study, the brand management system was considered as an intermediate variable for achieving better brand performance.

During the previous decade, SMEs’ failure in transforming into established businesses, in food industry has been one of the major concerns. Thus the aim of this research is responding to this concern :what is the SMEs growth factores in Iran food industry? for this reason, researchers use qualitative strategy and Grounded Theory. data collection has done by depth interview instrument(13 entrepreneur).The analysis of data shows that core factor is “continues entrepreneurial passion” that lead to growth outcomes. If some casual conditions influence on entrepreneurial passion, we can observe SME’s growth, by strategies, environmental and mediator factores.with regard to this process the story and propositions are written.

Introduction Competitiveness currently is a main in issue all over the world and is used as a means for achieving desired economic growth and sustained development. Considering the importance of these industries in high job creation (0/015 occupation in industry) and direct and indirect participation in the production of national income (almost 0/03/5 of the gross domestic production (GDP) and more than 0/015 of the value added in industry), one of the priorities and work programs in industry, mining, and business must be paying special attention to these industries. Iran has exported more than one billion and 575 million dollars foodstuffs in 1394 (Trade Promotion Organization of Iran, 1395). However, food industry in Iran doesn’t enjoy strong brands in the international markets. So, to reinforce this strategy in international markets, at first, brand competitiveness power should rise (food industry strategic plan, 1395). Having desired brand performance and increasing brand competitiveness power for food industry are issues that can create export boom for the country. No doubt, since foreign countries are seeking for known brand goods with high quality, enhancing brand performance for Iranian food industry improves exports. Thus, the main aim of the present study, with regard to branding and brand performance in today’s competitive economic conditions is examining the effect of brand performance on brand competitiveness with clarifying the role of technological opportunism among top exporter food industry companies.
Case study Research population includes managers and marketing experts in top exporter food industry companies. Population size is 36 based on Iran’s trade promotion organization list.
Materials and Methods The standard questionnaire (Santos-Vijande et al (2013), Voola et al (2012) and Xiangming & Haimei (2011)) was used as a data gathering tool and its validity and reliability was approved by nominal validity and Cronbach's alpha coefficient, respectivelyThe present study, in terms of purpose and data collection was functional and descriptive, respectively. Structural equation modeling approach was used to examine the hypothesis and conceptual model confirming.
Discussion and Results Results show that the conceptual model has overall validity and all key paths are statistically significant in the model. The model provides a good description of the brand performance and brand competitiveness. The obtained significant results show that branding has a vital role in the overall model and brand performance, is a suitable measure for the final performance.
The results also show that brand performance has a significant positive effect on brand competitiveness (α= 2/39) and technological opportunism has α= 4/00; technological opportunism with the Alpha Coefficient of 2/39 has also a significant positive effect on brand competitiveness among these firms; brand performance via technological opportunism (α=15/2) has more effect on brand competiveness. The reason is that opportunism in technology is a company potential, in which special and complex processes are involved and imitating them is difficult for other firms. Consequently, they are advantageous resources for competition and cause brand competitiveness improvement in these companies in comparison with competitors. The results confirm the vital role of branding in the international marketing. The first result was that one of the main factors in brand competitiveness is brand performance which represents branding role in overall performance evaluation of an international company.
Moreover, it is very important that companies complement information gathered from identifying and reacting to customers’ needs (brand market performance) with information obtained from identifying and reacting to technology (opportunism in technology) with developing appropriate processes. The reason is that being complementary; these variables will affect strategic decisions related to adopting new technologies in international business.
Conclusion The results show that brand performance has a significant positive effect on brand competitiveness and technological opportunism; technological opportunism has also a significant positive effect on brand competitiveness of these companies. Brand performance via technological opportunism has more effect on brand competitiveness.

According to the importance of exporting in today's competitive economic and in to the aim of reaching to the export borders of 105 trillion rials in the vision document in 1404 (Statistical Report Trade Promotion Organization of Iran, 1395), this study aimed at investigating the performance effect of export-oriented entrepreneurial behavior with clarifying the role of competitive advantage among food export companies.