جستجوی مقالات مرتبط با کلیدواژه « کسب و کارهای نوپا » در نشریات گروه « علوم انسانی »

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing approach is of a role in which the antecedents and their consequences on these businesses become necessary. In terms of orientation, the current research is fundamental. Based on Saunders' research onion model, our research gets into the interpretive paradigm layer. Our work is inductive rather than analogical, written with a qualitative approach. Library research helped collect the theoretical bases. The research strategy is a case study, and its ultimate goal is to explore the antecedents and consequences of digital marketing. A systematic review and content analysis availed collection and analyzing information. In terms of methodology, the meta-synthesis method has been used to achieve the final goal of the research. For the meta-synthesis of the antecedents and consequences of digital marketing, 422 pieces of research were selected, and the data were analyzed with the help of Nvivo12 software. With a general look at the results obtained from the antecedents and consequences of digital marketing, 12 organizing themes, which included 7 categories of antecedents and 5 categories of consequences, and 489 titles in the form of basic themes, have been determined and introduced. The antecedents included 381 factors affecting digital marketing, and the consequences included 128 factors influencing digital marketing.

Introduction (Context): New businesses, especially in the field of information technology, play a fundamental role in creating innovation, employment and increasing the country's competitive advantage. Paying attention to the entrepreneurship ecosystem can purposefully direct the efforts of policymakers in the direction of the development of start-up businesses in Isfahan province.

In this research, we seek to provide a model for the development of the ecosystem of new businesses in the field of information technology in Isfahan province.

The current research is among applied research and has a mixed approach in terms of data collection. The research was conducted in the qualitative part using the theme analysis technique and targeted sampling, and 10 professors and experts, managers and activists of this field participated in the research. After defining the concepts and categories of the main and sub-themes identified in the research, using confirmatory factor analysis, each component of the model was examined to determine the appropriateness of each of the main and sub-themes identified in the research in the studied society. Make sure. To examine each of the components of the paradigm model, factor loadings, Cronbach's alpha value, average explained variance, and the significance level of Bartlett's test have been used.

The amount of factor loading, average explained variance, Cronbach's alpha coefficient and the combined reliability obtained for each of the research measures indicate a suitable and acceptable relationship between the measures and the constructs (factor loading and average explained variance) and the compatibility of the questions. For each component of the model (Cronbach's alpha coefficient and composite reliability) was

The research showed that the government, market, new knowledge, expert manpower, infrastructure, supporters, financial and intermediary services and networking constitute the components of the entrepreneurial ecosystem model of the fledgling businesses in the field of information technology.

This research is designing and explaining the intelligence model of new businesses (startups) for the purpose of organizational resilience in the conditions of inflationary stagnation. This research is fundamental (first stage) with applied approach (second stage). In terms of its nature, it is also included in mixed methods (exploratory-descriptive). In this research, in order to analyze the data obtained from the questionnaire, the coding procedure, according to the statistical needs, is from the statistical software SPSS.V24 and from the structural equation software pls.V3 in the format Two parts of descriptive and inferential statistics have been used in the form of linear and multiple regression. The statistical population of this research in the qualitative stage is 15 experts in the field of organizational behavior, including university professors and managers of active startups in Tehran province. The statistical sample in the qualitative part will be based on the snowball technique. Quantitative statistics of all active startup employees in Tehran province, whose number is 1500. The sampling method in this research is accessible. which are 306 people using Cochran's formula. whose number will be 384 people. The results of the research show that the causal conditions of the research on the central phenomenon in the intelligence model of start-up businesses (0.737), the intelligence of start-up businesses on research strategies in the intelligence model of start-up businesses (0.700) 0) interventional factors of research on research strategies in the intelligence model of start-up businesses (0.003) contextual factors of research on research strategies in the intelligence model of start-up businesses (0.999) research strategies on the consequences of research in the intelligence model of start-up businesses (0.700) has a significant effect in the conditions of inflation stagnation.

In recent years, we have witnessed the emergence of a large number of smart products and services, their commercial availability, and their socio-economic impacts on the world. The use of artificial intelligence can enhance the performance of start-up businesses. Considering the role and impact of artificial intelligence in accelerating entrepreneurship and the development of start-up businesses, the aim of this research is to analyze the challenges and opportunities of artificial intelligence on the development of entrepreneurship and the growth of start-up businesses.

This research employs a qualitative approach and a descriptive purpose. It utilizesin-depth semi-structured interviews to develop and validate a conceptual framework using thematic analysis method. The statistical population consists of experts and entrepreneurs in the field of start-up businesses. A total of 12 individuals were purposefully selected to participate in this study. The number of samples follows the principle of saturation. In order to ensure the validity of the research, the respondent method was utilized. A statistical sample of individuals with the necessary knowledge and expertise in the research field was selected to minimize researchers' intervention and to calculate the reliability of the double coding method. The symbol "%" has been used, which is equivalent to 79%. Considering that the reliability level is over 60%, the coding's reliability has been confirmed. It can be asserted that the reliability level of the current interview analysis is appropriate. This article offers some ideas on how to adapt opportunities and practices to emerging AI technologies, including: protecting employee data, ensuring data quality and volume, institutionalizing the appropriate training phase for learning, identifying and modifying patterns, and preventing the input of biased data.

The current research explores the role of artificial intelligence in fostering entrepreneurship and the development of start-up businesses. It discusses the significant impact of artificial intelligence on the growth of entrepreneurship and start-up businesses. Based on the results of interviews with experts and activists, the role of artificial intelligence can be categorized into two main themes: opportunities and challenges. Additionally, there are ten organizing themes that can promote entrepreneurship and business development. The study identified the convergence of technology with entrepreneurial goals, global customer orientation, job value creation, and the resilience of start-up businesses as key factors. It also highlighted five organizing themes, including the talent gap, privacy and security of entrepreneurs, continuous maintenance, and lack of integrated capabilities. Construction and fixed applications are categorized and limited. Finally, after analyzing qualitative data, a paradigm model illustrating the role of artificial intelligence in the development of entrepreneurship and start-up businesses was presented.

The world is advancing rapidly with new technologies, making it easy for organizations to make missteps. It is advisable to exercise caution when implementing artificial intelligence services. Adequate insight is necessary for the effective and efficient management of artificial intelligence systems. Today, organizations are grappling with evolving economic, technical, social, cultural, and political conditions. Their ability to survive in such competitive and complex environments depends on their agility and timely, appropriate response to these changes. In the realm of business and startups, artificial intelligence systems are designed to address these challenges and execute tasks effectively. However, their capabilities are limited. The final model of this research can be valuable for implementing and operationalizing artificial intelligence. This study minimized selection bias by employing two independent reviewers who were responsible for study selection and data extraction, and who demonstrated very high agreement in both processes. Considering the opportunities that this study presents, it will initiate an intriguing line of research through in-depth investigation, involving systematic or more targeted experimental studies.

Business model innovation is a crucial aspect of creating value from technology and ensuring that customer needs are met. While product or service innovation is often the main focus, business model innovation involves changing or creating new business models. In this study, an innovation agility model in the business model is designed with a focus on customer experience in new businesses in Tehran.

The research methodology involved qualitative research using thematic analysis. The statistical population included active professors in entrepreneurship and innovation, as well as managers of start-up businesses with at least 3 years of work experience. Semi-structured interviews were conducted to collect the research data, which took place in the spring of 2023.

The findings identified 8 components related to business model innovation and customer experience, including customer orientation, product innovation, service agility, acceptance of change, market factors, organizational and management factors, innovation agility, and customer experience enrichment. Overcoming challenges and effectively implementing customer experience strategies can lead to improved customer satisfaction, increased efficiency, and higher profitability. Artificial intelligence plays a significant role in enhancing the customer experience, as it has the potential to improve efficiency and personalize interactions. By leveraging AI, businesses can create meaningful and positive customer experiences, ultimately building brand trust and satisfaction.Conclution: Artificial intelligence has a great potential to help businesses in various areas of work, one of the important areas where artificial intelligence can help businesses is improving the customer experience. The integration of artificial intelligence in various industries has led to significant changes in the way businesses operate and how they interact with their customers.In particular, the use of artificial intelligence can be very helpful in improving the customer experience, which is due to the high potential of artificial intelligence in many work areas, including improving efficiency and personalizing the customer experience. Is. As technology has largely permeated.

In today's era, human resources are an integral part of various organizations, businesses and industries on their way toward their goals. With the advent of growing start-up and online businesses, competition in this field have increased and there is a need for such businesses to adapt, harmonize and synchronize employees with the latest level of skills, innovations and technologies available internationally. This seeks to fill in the employees’ skill gap. And reverse coaching is one of the potential tools provided to speed up and facilitate it. In the same line, this article aims to present a model of reverse coaching in start-up businesses with the approach of improving the skill gap of human resources. In terms of the research approach, the qualitative method, especially the foundational data theory method, was used. First, the researcher prepared an interview protocol based on the dimensions and components obtained from the theoretical foundations and background of the research, and then through the data theory method of the foundation, 15 managers, entrepreneurs and owners of start-up businesses were interviewed. These 15 individuals were selected purposefully until reaching theoretical saturation. The results of the research showed that the causal variables fall into two main categories, including managerial and organizational arrangements. Background variables include two categories of information and communication infrastructure development and strategic analysis of the business space. The key variables include the categories of coaching, improving the skill gap; intervening variables include the category of positive stimuli, controlling stimuli and negative stimuli; strategic variables include individual creativity, extending justice and negation of discrimination, participation-oriented in the organization and organizational knowledge management, and outcome variables include arming creative employees, being equipped with efficient and safe systems, and becoming a learning organization.

The aim of this study is to identify and prioritize the components and indicators affecting Insurtech for start-up businesses in the insurance industry. The research method of this research is mixed analysis. In the qualitative stage, using content analysis and open and axial coding, the components and indicators are identified, and then, by selective coding, the relationships between the concept, dimensions and components are specified. In the quantitative stage, the identified components have been described using descriptive-analytical method, analysis method, path and confirmatory factor analysis. Cronbach's alpha test and composite reliability were used to evaluate the reliability of the research variables and convergent validity was used to confirm the validity of the measurement models. The findings of the study indicate that the identified components include; Identify existing opportunities, marketing, competitive environment, information exchange, diversity and innovation, customer knowledge, risk management, pricing strategy, investment participation, advertising, organizational technology resources and information technology, and in addition to identifying relevant and effective components, how they relate It has also been identified and 79 indicators have been identified and approved by experts. According to the research results, the components of identifying opportunities and participation in investment and advertising will affect diversity and innovation and risk management and pricing strategies and customer knowledge, and thus affect the exchange of information and marketing and competitive environment.

The present study sought to identify elements and to present a model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics of Iran’s by using the mixed research method.The research population in the qualitative section was experts and the population in the quantitative section was managers,experts,and knowledgeable people in the field of Internal Marketing and Start-up businesses.The Grounded Theory was used for qualitative data analysis and descriptive statistics,confirmatory statistical analysis, and structural equations were used for the quantitative analysis.In the qualitative section,the data from the in-depth semi-structured interview and the Grounded Theory and were coded in the three stages of open, axial and selective coding,the paradigmatic model Internal Marketing with Entrepreneurial Orientation approach to the development of Start-up business economics was presented,The findings of the qualitative part indicated that Development of entrepreneurial activities,Competitive Advantage and Promote innovation as executive consequences of internal marketing of Start-up business economics Iran’s was raised.Finally,in the quantitative section,the results of the coefficient model of the effect of the change factors on the outcomes showed the confirmation of the relationships.The results of the goodness of fit index showed a value of 0.665 indicating a strong fit and utility of the model

Introduction :

Creative tourism is a relatively new research field that has focused most attention on creative tourism activities in big cities [5]. One of the earliest definitions of creative tourism, by Richards and Raymond (2000), defined it as tourism that offers visitors the opportunity to develop their creative potential through active participation in the courses and learning experiences that characterize the vacation destination. [7,6]. Therefore, UNESCO’s Creative Cities Network has adopted this definition for creative tourism: “Creative tourism is a travel that is directed towards a committed and authentic experience, with participatory learning in the art, heritage, or particularity of a place, and that communicates with the people who inhabit it, in that place together with creating a living culture” [6]. Creative tourism focuses on image, identity, lifestyle, space, narratives, and media [8,9]. In the last two decades, creative tourism has evolved as a growing field involving a wide range of concepts and practices in different locations around the world. However, from the very beginning, creative tourism has sought to contribute to sustainable development and increase the well-being of society [6], since the transfer and development of knowledge and creative skills in the course of joint and co-creative activities, includes a more active role for both tourists and hosts. Creative tourists not only seek to expand their knowledge about the places they visit but also their creative skills [6]. By visiting different destinations, touristsrevive places, restore buildings, strengthen businesses, and develop different segments of the destination market [10]. Tourism development in the historical and old contexts of cities has been proposed as one of the urban development strategies [11]. The poles of development within the historical context as a tool to be present in the field of tourism industries that directly and indirectly affect the region and the field of competition and the possibility of presence at international levels with an emphasis on historical foundations and different strategies in line with the development of the system, provides integrated urban regeneration, acquires a new identity and improves the image of the city [11]. Tourism has always been portrayed as a sector that can create opportunities and economic benefits for indigenous people [12]. On the one hand, the rapid destruction of valuable tissues, the application of personal preferences in the process of regeneration, and the determination of speculative goals regarding the historical cores of cities the one hand, and the necessity of preserving and recreating historical and spatial layers on the other hand [11], the importance of developing new businesses In the tourism sector, it has been noticed more than before [14]. Since, start-up business investments face many challenges, ranging from the availability of cheaper and sufficient financial resources to successful competition with competitors, to grow and become profitable, startups must extensively seek strategies that create and maintain competitive advantage [15]. Therefore, creative tourism has emerged as an important place in tourism businesses in recent years, with an increasing number of destinations and internet platforms that offer creative experiences to visitors [13]. The relationship between tourism and creativity has always been encouraged in this industry by searching for alternative models of tourism development and creative economy development [16]. Adding creativity to tourism has become a common diversification strategy, especially in the field of cultural tourism [19]. However, there is growing criticism of predominantly top-down models of creative development, such as Richard Florida’s concept of the “creative class” [19,20]. Finally, some studies map the growth and development of creative tourism models, although their coverage is partial [5, 21]. Richards (2017) also identified several different models of creative tourism development around the world [22]. Duxbury, Carvalho, Vinager de Castro, Bacas, and Silva (2018) provided a useful overview of the different models of creative tourism emerging from the CREATOUR project in Portugal [23]. Besides, in internal research, we can refer to the conceptual model of creative tourism by Baghetnegar (2016), who presented only a conceptual model for this industry, regardless of its type and means. However, no model has been provided for the development of creative tourism in historical contexts, especially in start-up businesses. Thus, in this research, we have tried to pay special attention to the creative tourism industry so that a step can be taken in the direction of the development of this industry, especially in historical contexts that have great potential for creative development. Therefore, this research aims to present a model of creative tourism development in historical contexts with the approach of start-up businesses.

Methods and Materials:

The current research is a qualitative study. This research is also a practical development in terms of its goal. The strategy used in this research is the foundational data conceptualization theory. Using the method of Strauss and Corbin (1990), the design of a creative tourism development model in historical contexts with the approach of start-up businesses has been discussed. The statistical population includes experts in start-up companies located in science and technology parks who have experience in cultural tourism and historical contexts with creative ideas. Therefore, after interviewing 13 people, the theoretical saturation point was reached, but to strengthen the reliability of the research, the interview continued until the 15th person and then stopped. Therefore, 15 interviews were analyzed. The data obtained from the interviews were analyzed using Atlas T version 7 software. Coding in this section is done using the three-step coding method (open coding, axial coding, and selective coding). The validity of coding results was checked by reviewing the interview texts and two methods of qualitative research validation (including review by two coders and review of information from peers) provided by Creswell and Miller (2000). Thus, in the matching method by two coders, two selection interviews and the agreement between the two coders in the codings were checked, and the agreement between the two coders was equal to 83%. Considering that the reliability rate is higher than 60%, the reliability of coding is confirmed. In the second method, the results of the model and coding were reviewed and modified by two professors of the tourism industry as collaborators to ensure the accuracy of the indicators, and finally, the reliability score of the indicators was equal to 76%. According to Chin (1998), this value is very desirable.

The existence of start-up businesses in this century is a necessity for the survival of the national development of any society. The importance of these businesses can be said to be much more than the oil resources of a country. On the other hand, these businesses can have a special presence in the tourism sector, where tourism itself has become very important in development. Tourism, which today has a new section called creative tourism, can attract many tourists in historical contexts, especially with the historical record of our vast country, Iran. Therefore, in this research, the development model of creative tourism in historical contexts with the approach of new businesses has been presented. The results of the previous sections identified the different components of this model, which will be discussed and concluded in this section along with the

The model was obtained using the systematic Strauss and Corbin method in six sections, antecedents (creative tourism antecedents of historical monuments), the main category (tourism development in historical contexts), contextual factors (laws and regulations infrastructure, research and development, art and culture infrastructures, ICT infrastructures, knowledge infrastructures), intervening factors (pathogenic crises, political interventions, economic crises, political crises, climate change), strategies (propaganda and internal awareness, reform global view of the country, synergy in marketing, restoration of historical buildings, advertising and awareness of tourists), and consequences (social consequences, economic consequences, political consequences) were categorized. Antecedents are divided into two categories: creative tourism antecedents of historical monuments and new business antecedents. Some factors have shaped the thinking of creative tourism development in the historical context of these two categories. These factors are the strengths of the tourism sector, which provide the potential to participate in creative tourism in this field. For example, the economic benefit that creative tourism can bring is one of the strong motivations to move in that direction. On the other hand, the existence of a strong cultural heritage is another field that can create the best combination with the power of creative tourism. Moreover, the power of innovation that exists within any creative industry attracts people with different ideas. In the section on antecedents of new businesses, it is also possible to mention the competitive price advantage compared to abroad. Currency fluctuations in recent years have made domestic expenses more affordable for tourists than they thought. This has increased word-of-mouth marketing by foreign tourists. On the other hand, the repair of historical structures is less expensive than outside of Iran, which can be used to develop the tourism sector in historical structures by attracting foreign tourists. On the other hand, the existence of cultural contexts in historical contexts, lower costs for tourists and the presence of business motivation, and a low percentage of risk in this industry have brought a competitive advantage to the country.

In the discussion of background factors, infrastructure has always been and is discussed. Without infrastructure, the development of any industry will be difficult or impossible. In the discussion of tourism in the historical context, the existence of information and communication technology infrastructures, social infrastructures, laws, and regulations that are more difficult to help and bring restrictions for tourists, research, and development can be pointed out. In addition to all these factors, the presence of intervention factors and their effects are sometimes unpredictable and out of control. Among these factors, we can mention the recent crisis of Covid-19 or the crisis of economic sanctions and the crisis of inflationary stagnation, to which the climate change crisis has recently been added. Climate changes have caused unusual rainfalls in different parts and out of season, which have intensified the process of destruction of historical structures with different intensities. Finally, it can be said that for the growth and development of tourism in the historical context, strategies can be developed according to the mentioned factors. Among these strategies, we can mention synergy in re-evaluation, reforming the global view of the country, internal advertising, and awareness, reviving the historical contexts of advertising, and informing foreign tourists. In the end, it can be said that these strategies will have consequences that are categorized into three parts: social, economic, and political consequences. Social consequences can also occur following economic consequences. With the increase in the number of foreign tourists, the growth of businesses will continue in each region, and the education and improvement of the knowledge level of the people in the society will occur following the increase in the income level. Political consequences can also affect political decisions at the national level and international relations.

The current research has been done with the aim of designing the fundamental competence model of human resource managers and identifying its dimensions and components as well as the factors affecting the fundamental competence of human resource managers.The research method is considered to be mixed (qualitative-quantitative) in terms of implementation, applied in terms of purpose, and content analysis type in terms of exploratory method. According to the content analysis method, the coding and classification process was implemented in the MAXQDA 2018 software, then the codes were examined for validation with the fuzzy Delphi method and measured in the PLS software at the quantitative stage. In this research, the fundamental competence dimensions of human resource managers and the factors affecting them have been identified and categorized. Based on the findings in the first stage with the qualitative approach, eight dimensions of fundamental competencies including cognitive-insight competence, entrepreneurial competence, leadership competence, communication competence, individual competence, technical and specialized competence, moral competence and psychological competence and six influential factors were formulated. In the second stage, with a quantitative approach, the impact of six factors on the fundamental competence of human resource managers was measured and confirmed.

This study aims to explore the application of blockchain technology in creating sustainable value for startups, focusing on its benefits, challenges, and the potential for innovation and collaboration within the business ecosystem. A qualitative research design was adopted, utilizing semi-structured interviews with founders and senior managers of startups that incorporate blockchain technology into their operations. Data were analyzed through thematic analysis to identify key themes and subthemes. Four main themes were identified: (1) Blockchain applications, highlighting data security, transparency, cost reduction, and financial facilitation; (2) Opportunities and challenges, including resistance to change, regulatory issues, initial investment needs, and resource access; (3) The impact of blockchain on innovation, outlining product and service development, business process improvements, and new market creation; (4) Collaboration and partnership in the ecosystem, focusing on business network development, resource and capital access, and the promotion of standards and protocols. Blockchain technology offers significant opportunities for startups to enhance transparency, efficiency, and security, contributing to the creation of sustainable value. However, to fully leverage these benefits, startups must navigate challenges related to adoption, regulation, and initial investment.

The purpose of this study is to explain the paradigm model and then the model of internal marketing structural equations with an entrepreneurial approach to the development of start-up businesses in Iran. The approach of this research has been based on data foundation theory (Strauss and Corbin systematic approach) and structural equations with emphasis on human resources and employees as internal customers in start- ups . Data collection method, in-depth and open interviews with 16 experts were aware of the subject and tools of the standard questionnaire. The results indicate the need to develop internal marketing in the context of developing entrepreneurial activities and organizational transformation with the chapters of causal factors including promoting customer-oriented culture, RD processes and understanding and internalizing the vision, intervening conditions including employee citizenship behavior, internal communication and evaluation Technical and contextual include employee citizenship behavior, internal communications, and technical evaluation. The consequences of competitive advantage, promotion of innovation and development of entrepreneurial activities can also be projected for it. The test showed that this factor as one of the sub-categories of contextual conditions has a significant effect on model strategies and includes the concepts of strategic entrepreneurship, strategic evaluation of resources and value creation. Finally, in the quantitative part of the model results, the coefficient of influence of change factors on the outcomes showed the confirmation of relationships and the value of the fit index was 0.665, which indicates the strong fit and content of the model

This research has been conducted with the aim of developing a model for the development of start-up sports businesses, emphasizing the role of cyberspace. This research had a qualitative approach and the grounded method of Strauss and Corbin theory was used. The method of data collection was in-depth interviews with 11 professors and owners of sports startups, after reaching the theoretical saturation limit. The validity of the instrument in this study was reviewed and confirmed by interviewees and then expert professors; Also, to calculate the reliability of the interviews, the intra-subject agreement method was used, which was obtained 74%, which shows the high reliability of the coding. To analyze the data, the coding method was used in three stages: open, axial and selective coding; The number of open codes was 216 and the central codes were 34. The results were categorized into 5 main dimensions: causal conditions, pivotal conditions, contextual conditions, intervening conditions, strategies and consequences. The output of the model for business development through cyberspace can be a good way for start-up business owners.

”Brandpreneurship” as a new concept is a conceptual combination of “brand” and “entrepreneurship”. In the “Brandpreneurship” view, branding is the basis of all new venture activities which are performed by the entrepreneur. The purpose of this study is to investigate and identify the stages of the Brandpreneurship process in startups.

The approach used in this study is a qualitative – single case study, through which data was collected using documents and event-based interviews with 11 people, including the founder and founding members of the Panter brand, by purposive sampling using Atlas.ti 7.

Based on the results of the interviews, 6 dimensions were identified for Brandpreneurship: "gathering resources", " Implementation of the idea and providing the ground for brand-based business", "simultaneous legitimation of business and brand", "creating a brand-based start-up", "Birth of brand-based start-up ", and "growing a brand-based start-up".

The Brandpreneurship pattern emphasizes focusing on the simultaneous start-up of the business and the creation of the brand, or even the priority of creating and legitimizing the brand on the start-up of the business. And paying attention to the steps and sequence of using this model can provide the basis for the sustainability, viability, and growth of a brand-based business.

The purpose of this study is identification of components of strategic orientations in the development of dynamic capabilities in new ventures. Through the study of documentary resources and semi-structured interviews with 15 companies in IT businesses in Tehran, questionnaires were collected via purposeful sampling. In the open coding stage, 126 preliminary codes were identified from interview analysis, from which 28 codes were finalized after filtering and integration of similar codes. In the second stage, axial coding was carried out using the axial coding model on the investigated phenomenon. Finally, three main categories were identified of the strategic orientations in the development of dynamic capabilities in new ventures. These, including entrepreneurial strategic orientation (proactiveness innovation, risk-taking and foresight), market strategic orientation(customer and competitor) and technology strategic orientation(product and production), which these components lead to the development of dynamic capabilities and improvement of firm performance. These results provide valuable insights for managers and researchers about creating and developing dynamic capabilities in new ventures.

Purpose–The main purpose of this study is to present an internal marketing model with an entrepreneurial approach in start- up businesses,which emphasis on human resources and employees as internal customers is one of the key business factors with of the organization and acts as a Comprehensive management process.methodology-the present research is in terms of purpose applied and research-survey in terms of nature.Data collection is qualitative-foundation data(systematic).Data were obtained through semi-structured interviews with eighteen experts and managers with a background in business,based on purposeful sampling method and to the extent of saturation of required information and theoretical adequacy.Findings-After performing three stages of coding the causes and backgrounds Research,the underlying factors of employee citizenship behavior,internal communication and technical evaluation,technology intervention factors,global markets and the structure of work strategies Strategic creation,strategic resource evaluation and value creation and finally the consequences of competitive advantage,promotion of innovation and development of entrepreneurial activities of this phenomenon were identified in the form of a paradigm model of data foundation theorizing.Research limitations/ implications -this study helps knowledge by examining the relationship between, internal marketing and entrepreneurial orientation in start-ups and plays an important role in starting start-ups and their sustainability.

In today's complex world, one of the key elements to avoid fierce competition and widespread change is for the organization to know how and when to use information. The need for timely, reliable information and a strong information structure is an undeniable fact for any organization and institution and is a valuable lever for obtaining accurate and correct strategies. The last century, when we see new events and developments every day and thinkers have considered it as the "Age of Chaos"; it is a strong testimony to the need of human beings and organizations to prevent or deal with unrest. Today, information capital referred to as strategic information because it lead an organization to innovate, increase productivity , generate value for customers and be considered a competitive advantage. The aim of this study was to analyze the effect of information capital on improving the performance of start-up businesses with the mediating role of human resource opportunism.

This study applied one in terms of purpose and in terms of method and nature is a descriptive-survey research. In this study, a standard questionnaire used to measure the variables. In order to measure the information capital variable, Woo and Hu questionnaire (2012) and Hersi et al. (2008) questionnaire were used to measure the performance improvement variable of start-up businesses. In addition, Hills et al. (1997) and Lee et al. (2015) questionnaires were used to measure the human resource opportunism variable. To assess the validity of the data collection tool, the face validity method was used using the views of professors familiar with the subject and evaluation through the construct validity of the questionnaire with two criteria of convergent validity and divergent validity, based on which the validity of the questionnaire was confirmed. For the reliability of the Cronbach's alpha questionnaire, which shows the internal correlation of the item, as well as another criterion called combined reliability (to determine the reliability of structures); Used to better measure reliability. For the reliability of both of these criteria, a high value of 0.7 mentioned. In addition, to evaluate the internal validity of research variables, the index (AVE) used as a convergent validity index. It noted that if AVE ≥ is 0.5, it reports its desirability. Regarding the statistical population, it said that the statistical population of the present study are start-up businesses in Tehran that selected using the available sampling method. Regarding the estimation of the sample size, it noted that using the Cochran's formula, the sample size was determined to be 186 people at the 95% confidence level. Finally, the data analyzed by using structural equation modeling and Amos and SPSS software.

In this research, structural equation modeling method used to test the research model and to test the research hypotheses. Findings showed that at the confidence level of 0.95, information capital has a positive and significant effect on organizational performance and opportunism of human resources. In addition, indirect path analysis reveals the mediating role of human capital opportunism in the impact of information capital on organizational performance.

Information capital can lead an organization towards innovation, increase productivity and value creation for customers and be considered as a competitive advantage. Given the irreplaceable importance of information capital, it is obvious that its effective use is promising to be able to provide valuable data for making important decisions and the effectiveness of the organization's activities. Information capital has a positive effect on improving the performance of start-ups. This means that the implementation of information capital and more and better access of managers and employees to relevant information will increase the quality of goods and services, improve organizational performance and customer satisfaction. Information capital has a positive effect on human resource opportunism. Information plays a different role and value than other resources in the organization and this is due to its unique feature. Undoubtedly, providing information to human resources and its proper distribution in the organization will help human resources to identify opportunities and better understand issues. Human resource opportunism has a positive effect on improving the performance of start-ups. The creative minds of people can observe environmental changes well and improve the performance of the organization in this turbulent environment by recognizing the opportunities and providing the right solutions. It is clear that leadership in industry and the competitive environment is achieved through timely understanding and discovery of situations and opportunities.

The main purpose of this research is to provide a model for implementing social commerce with regard to role of social capital among the Startups. The present research is a developmental and applied objective and is qualitatively based on the nature of the research. The statistical society is the social commerce community. Experts were identified by purposeful sampling and snowflake sampling, which, according to the adequacy of the data, were interviewed in total with 20 experts. The method of analysis and analysis was based on a systematic approach to data theory. The data were collected through a deep interview. The results show that changing the business environment as a causal condition is a key phenomenon, including the implementation of social commerce, the conditions of the field including the categories of business culture and legal gaps; the intervening conditions include the Behavioral gaps and social capital and business resource conditions, strategies have also identified the reliability of online markets and the development of technical infrastructure, and ultimately the consequences of this study have been to enhance business ease and improve sales performance.