جستجوی مقالات مرتبط با کلیدواژه "نظریه داده بنیاد کلاسیک" در نشریات گروه "مدیریت"

This study was conducted to present a model for the effectiveness of colors in marketing and applied neuroscience laboratory methods to test this effectiveness. Therefore, after identifying and exploring the cognitive and emotional impacts of colors as stimuli, a model was presented and its findings were tested quantitatively in the laboratory utilizing the tools of consumer neuroscience.

The research methodology followed a sequential exploratory mixed method approach which included three phases: the first phase consisted of a qualitative study, the second phase was a quantitative characteristics study, and the last phase was the final quantitative laboratory study. The first qualitative phase which applied precise tools of consumer neuroscience in a laboratory setting, resulted in the generation of categories and their respective interconnections. The research approach, in the qualitative phase, was inductive, and the research strategy was the classic grounded theory or Glaser approach. To elicit experts’ opinions in the field of marketing, university teachers in the fields of marketing, cognitive science, and neuroscience were interviewed and to elicit experts’ opinions in the field of graphics, CEOs of advertising companies, advertising managers, and design managers of such companies were interviewed. The applied sampling methods were non-probability purposive (judgmental) and theoretical sampling. In the quantitative and laboratory phase, the Tobi eye tracking device and Tobiprolab software were used to measure attention and processing, and the facial movement coding system and face reader software were used to measure emotions and arousal.

In the qualitative phase, the resulting model from theoretical coding included three components: the effectiveness of colors on corporate using neuroscience, the cognitive effectiveness of color on the consumer which was caused by attention, and the emotional effectiveness of color on the consumer which was caused by arousal. In the first qualitative phase, called the “visual and environmental advertising”, some colors such as blue, red, orange, and purple were applied to test the effectiveness of cognition and arousal towards the corporation. Research findings in the qualitative phase showed that for measuring corporate advertising and marketing effectiveness, applying organizational visual and environmental colors like blue, red, orange, and purple is useful in creating more attention and processing in the target market as well as more arousal among consumers. In the second phase, a four-plat visual advertising was designed and in the third phase, laboratory tests related to consumer neuroscience were done. Research findings in this phase showed that the most attention and processing belonged to orange, blue, purple, and red colors respectively. Also, changes in arousal and valence of research participants were tested using a facial movement coding system and Face Reader software.

From the point of marketing, Organizations by creating their organizational color, which is based on the correct application of cognitive and emotional responses of their consumers and then testing these responses more exactly by applying consumer neuroscience, can benefit from the advantage of utilization of precise neuroscience tools. We should keep in mind that organizational and advertising colors have cognitive and emotional impacts on the contacts of the organization and the correct selection of these visual elements plays an important role in creating brand awareness.

In the present study, given the importance of the role of leaders in the policy-making process, Analyzes the views of the Supreme Leader in the field of tourism policy. The methodology of the research was according to content analysis based on the Classical Grounded Theory approach. After the analysis through classical grounded theory, explained the model of Tourism status in the process of policy based on the views of the Supreme Leader. Dimensions of this model, Including Natural and cultural attractions, unique resources, transit routes, and tourism Transport as “Driving Factors”, Development based on geography and destination marketing as “Synchronizers”, scientific and practical empowerment, and qualification and standardization of services as “Framework Makers” and excellence and sustainability as “Consequences”. The most prominent view of the Supreme Leader on tourism is “The priority of the issue of tourism". In addition, his integrated emphasis on “the consideration of all potential of destinations and sources of tourism” reflects Supreme Leaders’ systematic and proactive approach and govern to development of tourism. Therefore, pay attention to his views, not only how to deal with this phenomenon in the field of tourism policy, but also provides practical recommendations in the field of action

Mentern is a strategy that can help organizations in the field of generational differences. Therefore, for this purpose, the end of this study is to design a model of Mentern in public organizations.

This research was conducted using the Glacerian Grounded theory. Semi-structured interview was used to collect data, and after interviewing 19 experts, theoretical saturation was obtained. The data using actual coding (open and selective coding) and theoretical coding were analyzed.

The findings showed that mentoring as a core category, supportive management system, empowering human resource management, dynamic organizational structure, learning culture, suitable individual characteristics and personality of mentoring, interpersonal skills, supportive culture of society as a context and the formation of a positive attitude towards the organization, development of professional and leadership abilities, improvement of job performance, formation of cooperative climate and improvement of organizational performance were identified as outcomes.

Originality/ Value: 

The present research has been able to provide a comprehensive model for the implementation of the mentern in public organizations by examining the characteristics of different working generations and the concepts of coaching and mentoring.

Recommendations:

 According to the proposed model, managers are advised to distance themselves from hierarchical structures, and to use suitable people and train them to provide opportunities for the implementation of mentern in order to reduce the generation gap in public organizations.

This research has been done with the aim of providing a model of cognitive and emotional elements in visual advertisements. This research, which was carried out with the qualitative approach of Classic grounded theory, deals with the identification, discovery and modeling of cognitive and emotional elements in visual advertisements. In this research, after conducting semi-structured in-depth interviews, open coding was done during the implementation and auditing of the interviews. The formation of the main category and its concepts, as well as theoretical coding, were implemented in order to discover the relationship between the elements of the model. In this research, theoretical saturation was done after 16 deep interviews. After completing the above steps, 51 codes were extracted for this research, which led to the emergence of the category "Effectiveness of visual, cognitive and emotional aspects of the organization's environmental advertising" and four concepts, 1- Innovation in organizational color design in environmental advertising with the aim of arousing emotion and visual recognition From the organization, 2- Designing and implementing a minimal organizational logo in environmental advertising with the effect of increasing recognition, 3- Using a website with a short and long-lasting domain in environmental advertising with an effect on recognition, 4- Using an organizational slogan in environmental advertising with the effect of increasing recognition. turned around in order to be successful in advertising campaigns, the correct use of emotional and cognitive visual elements is necessary and necessary, which is discussed in this research.

With the advent of the knowledge-based economy, human capabilities are recognized as the most important and lasting competitive advantage for organizations in today's turbulent environments; Therefore, today the attention to the knowledge and skills of human resources and empower these irreplaceable assets in organizations is very necessary and undeniable. The purpose of this research is to design a strategic model for empowering human capital using an interpretive structural modeling technique in this regard. By reviewing the literature review of the comparative method, two categories of empowerment factors were identified in the small industries of the province, Kohgeloyeh and Boyer Ahmad. In the following, after determining the levels of each of the factors as well as considering the final availability matrix, the final model of the interpretive structure of the drawing is rounded. The results showed that training and improvement variables, employee sharing in information and access to information, occupational enrichment, access to resources and equipment, monitoring and control, feedback, welfare facilities, replacement of holoca racy, knowledge management, salary management, participatory management, clarifying goals in the field of structural factors empowerment are the most influential and influential factors

Today public opinion and researchers in Iran believe violation of ethical principles is undeniable reality and public concern. However, there are successful entrepreneurs in food industry which their commitment to business ethics is rare. Due to need to deep understanding of alive experience of successful entrepreneurs and they flourish in business ethical actions, this applied qualitative research tries to explore subjects’ understanding of business ethics essence and their reasons to commitment to it, by classic grounded theory. Authors tried to explain their business ethical experiences on through deep interviews and find reasons to commitment. Research population is Iranian food industry successful entrepreneurs which identified by criterion like owners ownership of established firms, repeated innovation, ownership of brand; final selection has been down by purposeful sampling. Data has been gathered through ten event based interviews. Data analysis has been done through two real and theoretical coding by using classic grounded theory. Findings are that subjects have different understanding from business ethics. Their main concern is acquire benefit (interest and BREKAT) through guaranteed way and it is fulfilled by balancing self-interests and stakeholders interests in business weightier. However, stakeholders are different in their views. The reason for their commitment to business ethics is benefit which is functionalistic. Though, benefit for some of them is economic interest and business development, for others it is economic interest and BAREKAT which is result of satisfaction of latent stakeholder of business.