جستجوی مقالات مرتبط با کلیدواژه « Cultural products » در نشریات گروه « مدیریت »

Multifunctional platforms with a social manufacturingapproach are emerging phenomena with less known business models. Given the valuable human resources and cultural capacities of Iran, there is a suitable opportunity for utilizing the multi-functional platform business model with a social manufacturingapproach for producing cultural products. The aim of this research is to identify and rank the dimensions and factors of these platform business models. Through in-depth interviews with 14 experts in this field and thematic analysis using MAXQDA software, data analysis was conducted in three stages: open coding, axial coding, and selective coding. After screening the results, 50 factors were identified in 10 dimensions using the fuzzy Delphi method. The impact and influence of these factors were determined using the fuzzy DEMATEL method, and ultimately, the factors and dimensions were ranked. The identified factors and dimensions assist stakeholders in the cultural product production field to better configure their current or future platforms, as well as helping investors make more informed decisions regarding this business model.

Today, the reinforcement of non-oil export is one of the strategic objectives of the country, which special attention to it can lead to economic growth. On the other hand, one of the most important ways to increase exports is to improve the performance of exporters. According to the importance of this issue, this research investigated the effect of marketing effectiveness, marketing capabilities and market oriented export on export performance. The statistical population is the managers and experts of 70 companies producing and exporting software in Tehran. Regarding the narrow statistical population of this study, 410 questionnaires were distributed by convenience sampling approach in which 210 questionnaires were considered as suggested by Morgan-Kerjcy. Data was analyzed using the structural equation model. The results showed that promoting market oriented export in cultural software exporters can affect marketing effectiveness, marketing capabilities and export performance, and by increasing marketing capabilities, the marketing effectiveness and export performance can be affected. Another result was the positive impact of marketing effectiveness on export performance.

Today, exports and, in particular, the marketing sector in this area have been raised as a factor for competitive advantage for developing and developed countries. On the other hand, the export of cultural products as products that can represent the real and cultural image of our country and is a significant contribution to the export of non-oil products has been taken into account in recent years in various ways. Undoubtedly, identifying factors and designing an effective model for exporting cultural products in the scientific community is remarkable. The research method used in this research is a qualitative-quantitative mixture. First, the factors affecting the export marketing of more than 120 factors in the literature of the research were identified and then, using the "seven-stage comprehensive method", 33 important factors were identified and case exploratory factor analysis. In the quantitative analysis, 29 factors that have been confirmed by factor load have been classified by main components analysis in six concepts and identified as a model for success in marketing the export of cultural products. According to the results of the research, it can be said that the process of exporting cultural products depends to a large extent on the perceptions and interactions of the customer that derives from the company's capabilities and product features that are known as effective internal characteristics, and the influential external characteristics are located the second rank.