فصلنامه چشم انداز مدیریت بازرگانی
سال چهاردهم شماره 4 (زمستان 1394)

Brand is one of the few tools which can help business leadres to achieve business sustainability. The concept has recently been widely extended from marketing literature to other business disciplines. At the same time, agility is a must to gain success in an ever-changing operating environment. Agile organizations will deliver value to customers and employee based on responsiveness, competency, flexibility and speed. Knowing that employer brand and product brand work in two different battlefields, gainig the intellegnce in creating alignment between these two concepts, will create business alignment and consequently business success. The objective of the research is to design and explain core brand model based on customer value proposition and employee value proposition in Iranian agile companies. Based on a qualititaive metheod i.e. “Grounded Theory” approach, this study aims to provide a comprehensive framework containing, product, employer and corporate brand in an aligned context. In this research, and through both desktop studies as well as in-depth interviews with top directors of Iranian agile companies, key factors and concepts are deeply studied, collected, reviewed and analyzed. At the end and according to the findings of the research, managerial implications and future directions are proposed.

Corporate social responsibility is one of the most important issues and vital element in communication between companies and stakeholders in recent years. In addition, consumers get more aware of it than before and sensitivity of companies to the social responsibility plans has increased. The purpose of this study is to consider the effects of CSR on brand perceptions and brand preferences of consumers in Shiraz. Data gathering was done through distributing 220 questionnaires among Mellat bank customers with cluster sampling method and data –regards to the purpose- was collected. Considering the interactions of variables were done through structural equation modeling and with the help of Lisrel software.The results show that the social responsibility of Mellat bank affects on perceived quality, brand value, brand trust and brand preference of this bank. In addition, perceived quality and brand value of Mellat bank –due to of brand trust- affect on brand preference of the bank.

Abstract
Brand value as one of the most important intangible assets, has a key role in the overall value of company. In general, brand value has a significant impact on sale and finally on profitability of the firm. This study aim is to investigate the amount of influence the brand value on reaction the abnormal stock returns. The effect of moderating variables net cash flow and net profit margin on the relationship between brand value and abnormal stock returns are also investigated. Q-Tobin criteria used to calculate brand value. Sample is chosen from Tile and Ceramic industry corporations which are members of the securities and exchange organization of IR.Iran between years of 1381 to 1393. According to the solar calendar. In order to test the hypothesis, panel data method (by Eviews software) was used. The results show that brand value has meaningful and positive impact on abnormal returns. Changes in brand value has a stronger impact on abnormal stock returns for corporates with more net cash flow and less net margin. Simultaneously effect of the moderator variables has a weak effect in the impact of changing abnormal returns on stock returns.

The purpose of this study is surveying the mediating effect of market orientation in the relationship between entrepreneurial orientation and organizational performance of chemical and pharmacy companies accepted in Tehran stock exchange. This research is applied in terms of the goal and descriptive- survey in terms of data gathering method. The population of this study consists of experts of chemical and pharmacy companies in the stock exchange. The sampling method is convenience sampling. Totally, 245 questionnaires were collected from companies. To test the hypotheses, we used structural equation modeling with Lisrel 8.8. Results showed that entrepreneurial orientation and market orientation, effect on organizational performance. The impact of entrepreneurial orientation is more. Results also showed that market orientation plays as a mediating variable in the relationship between entrepreneurial orientation and organizational performance. In the first, entrepreneurial orientation results into market orientation and then, market orientation results into organizational performance.

The mentality and the distinct image of a product are very important in today's highly competitive environment. Based on existing studies, Image-producing country and marketing efforts will affect brand equity. This paper investigated the impacts on retail brand equity and brand profitability performance. The population is all of the SAMSUNG's brand retailers in the city of Tehran and used census method because the population size was small. The data collection tool is built-researcher and standard questionnaires. Reliability was determined by Cronbach's alpha to 0.90. Statistical analysis was performed using LISREL 8.8 software. Based on these results, the origin of the image-producing country and marketing efforts on retail brand equity have a significant effect, as well as The retail brand equity on brand profitability performance has a significant impact.

In the past, companies seeking to build or buy production capacities, but are now looking to capture a place in the minds of consumers. Obtain such a position in the consumers mind, are possible by marketing activities. Therefore, companies should create knowledge structure for its own brand; by focus on marketing activities that aim to establish a favorable response in the target market. But the basic question is: What are the marketing activities that can create value through brand and what is their impact on brand? This study sought to answer the above question, by using "Grounded Theory". Based on interviews marketing professionals of food industry, where brand play a key role in customer purchase, their views and experiences on marketing activities that can increase brand value are collected. This information was analyzed in three stage (open coding, axial and selective coding), and final model was developed. According to the achieved results, items organized in 6 categories: Causal, core activities, context, intervening Circumstance, strategy and action, and based on the effect of marketing activities on brand value was theorized.

Despite the growing complexity of competition, Access to financial performance particularly in SMEs companies affected by multiple variables. This paper focused on impacts of innovation capability, management capability, market orientation, organizational entrepreneurship and competitive advantage on financial performance with an integrated model. Research method is descriptive and correlational and questionnaires were used to collect data. Data analysis was conducted using structural equation modeling. The population of this study includes all employees working in offices in Tehran's Hamburger Company. The sample size is 121 and Sampling has been done by stratified random sampling method. The results showed that the indirect impact of the mentioned variables on financial performance confirmed and market orientation with coefficient effect 0.923 has the greatest impact on financial performance. The direct impact of organizational entrepreneurship on the financial performance is not supported but the indirect impact through competitive advantage is confirmed.

With acceleration of business environment changes and the entry of new competitors, banks need to plan their strategies that will differentiate them from another,On the other hand discovering customer's needs and fulfilling their expectations is a key element in customer satisfaction that These can be achieved through the delivery of high service quality. the existing customer knowledge in banks have considered as their important and valuable asset, so customer Knowledge (CK) as a key competitive factor for improving service quality is considered. organizations that use Customer knowledge management (CKM) to increase the quality of its services to clients and they understand the importance of using Customer knowledge management.This study investigates the influence of customer knowledge management dimensions (knowledge about customer, knowledge from customer and knowledge for customer) on Customer Satisfaction and service quality.Data gathering instrument was a standard questionnaire and random sampling method was used. based on the analysis results, the positive influence of customer knowledge management on service quality and customer satisfaction in Mellat& Melli Bank in Tehran and Karaj province is confirmed.

Marketing as the business philosophy puts customers at the centre of organization attention. Customer behaviour is more influenced by unconscious thoughts and feelings rather than conscious ones. Therefore, it doesn’t seem logical to gain the required knowledge through conscious-based methods. Researchers have long known that the use of images and open interviews can be very helpful in acquiring knowledge. This study aims to investigate and identify thoughts, emotions and feelings of Parsian Bank customers in form of brand image. The study applied the ZMET method with 10 semi-structured in-depth interviews to investigate and identify brand image. Differentiation, staff manner, colour harmony, good feeling, e-banking, willingness to continue service taking, queue system, class, and tranquillity were the key constructs in the brand image consensus map. All constructs in the map have been directly or indirectly connected to the construct, "good feeling" which indicates success in providing good experiences and pleasant memories for customers.

Policy Makers considered motivating people to investing in stock exchange by different tools and motives. Accurate knowledge of factors affect people intention to invest in stock market can improve policy maker’s decision making. This study try to predicting people intention to invest in stock market using theory of planned behavior. Survey research based on 169 completed questionnaires of Tehran city residents applied. Multiple regression results indicated that subjective norms has no significant effect on investing intention in stock market (β=0.048; t=0.697). Analysis also revealed Perceived behavioral control has positive impact on the investing intention in stock market (β=0.343; t=6.131). Research found additionally that cognitive and affective attitude have positive impact on the investing intention in stock market respectively (β=0.173; t=2.731) and (β=0.442; t=7.162).