دوفصلنامه راهبردهای بازرگانی
سال بیست و ششم شماره 1 (پیاپی 13، بهار و تابستان 1398)

Todays, with the growth of competition in the banking industry, on the one hand, and the development and change of customer needs on the other hand, banks have been continuously seeking to provide modern banking services and to exploit new technologies. One of the new technologies that we have seen in the past few years in the banking industry is the Fintech and financial startups that have brought about widespread change in the industry. Therefore, the relationship between banks and Fintechs   is of increasing complexity and needs to be reviewed, improved and managed. This paper, with a qualitative approach and with the method of foundation data theory, seeks to uncover the relationship management model for Fintechs  with the banking industry in providing banking services. In this regard an open interview with 13  experts were performed. Analysis of data in three stages of open coding, axial coding and selective coding resulted in identifying 389 initial codes and 36 concepts in the form of 16 categories. Finally, based on that model, the paradigm model for linking banks with Fintechs  and financial startups was formed. This pattern includes the causal conditions that have been classified into two categories of micro and macro factors, contextual conditions encompass the circle of environmental factors and organizational characteristics as mediator conditions. also the consequences of this relationship are categorized in three categories of financial, process, learning and growth. to the extracted model, the identified strategies for this relationship are: creation, purchase, investment alliances, or lease of financial services from the company - financial technology companies, as well as the central category of this research, a process of three solutions that include exploration and evaluation of financial technology, selection and development

In the era of modern technology, providing superior e-banking services and benefitting customers from new technologies will be the basis for each bank's superiority over its rivals. Therefore, the proper way of attracting and communicating with customers and improving the quality of e-banking services can provide a platform for improving the marketing performance of banks. Accordingly, the main goal of this research is to recognize the position of customer relationship management strategies to improve the quality of electronic services in order to enhance marketing performance. In this research, a descriptive-correlation analysis of the required data from the statistical population of customers and employees of Parsian Bank branches in Tehran was gathered. The main instrument for collecting data is a questionnaire. After obtaining validity and reliability, 384 samples were sampled for clients and 217 were distributed to the staff of the statistical society. Data were analyzed using the Structural Equation Modeling Software through PLS software. The results of analyzes indicate confirmation of research hypotheses about the effect of the relationship between variables.

Iranian insurance industry requires a mutation and serious change so that it can be addressed on the world field. One thing, which could considerably help the Iranian insurance companies, is strategic management. However, the results of researches indicate that many processes of strategy are leading to the failure in organizations and this, in addition to imposing additional expenditures to organization, leads to loss opportunities and future benefits. According to this if managers before starting this process, become familiar with the barriers through the path so can better counter with them and increase the likelihood of strategies success. The main goal of present research is identifying and presenting an applied model of successful strategic management barriers in Iranian insurance industry. To reach this goal a combination of grounded theory (GT) and structural equation modeling (SEM) is used and data needed for research, has been collected by deep interviews with some of prominent experts and researchers of the insurance industry and also questionnaire. In result of open coding of interviews, 97 concepts were found that after classification, the strategic management risks of Iran’s insurance industry are identified as: commercial (environmental) risks, organizational risks, operational risks, technical risks, knowledge risks, human resources risks and events risks. SEM has confirmed the validity of presented model.

The aim of this study is to survey the effect of customer relationship management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran formula. Standard questionnaire has been used that its validity asserted by experts and its reliability has been. Asserted .for gathering data field and library method have been used. For data analysis statistic formula such as correlation test, factor analysis and structural equation modeling in the form of LISREL and SPSS software have been used. The result shows customer relationship management has directly positive and significant effect on marketing performance (significant coefficient 6.36) while the customer relationship management has indirect effect on marketing performance with the role of marketing memory (36.41) and marketing innovation (12.37).

In today's highly competitive market, organizations are constantly seeking new ways to create specific value and competitive advantage. As a strategic and valuable source, sales force can be very effective in forming and creating specific value and improve customer loyalty through adding value and credit to the organization. Despite the impact and importance of this, the role sales force plays hasn't been taken into account properly. The main goal of this study is to investigate the factors and specific-value driving forces with a comprehensive look at the characteristics of sales force agents, value added by vendors and customer behavior on how to provide services. Survey research methodology is used in this study. A 32-index questionnaire is used as the data collecting instrument which the stability was confirmed as 81.9% using Cronbach's alpha method. Statistical population is composed of all the customers of Day Bank branches in Tehran. Random cluster sampling was used to choose samples and 384 sound samples were gathered. Structural equation method and confirmatory factor analysis were used to analyze the gathered data. The results confirmed the relations based on the proposed model. The results suggest that the characteristics of sales force, perceived value of the customer and customer loyalty to sales force can be very influential to value creation. On the other hand, there's a significant relation between "characteristics" and "perceived value", and between "perceived value" and "customer behavior".

Capabilities are the main factor in the competitiveness of companies in today's business environment. The present study provides a framework for investigating the causal relationships between capabilities (dynamic and operational) and its functional results. The purpose of this study was to investigate the effect of dynamic capabilities on operational capabilities and performance with the role of moderating environmental changes. The research is applied in terms of purpose and descriptive-survey method. The statistical population is the managers and sales staff of dairy companies in Mashhad. samples of 226 people were selected based on Cochran's formula and available sampling method. A questionnaire with 40 questions was used to collect data. The reliability of the questionnaire was confirmed by Cronbach's alpha and composite reliability and its validity was verified with convergent and divergent validity. In order to investigate the research hypotheses, structural equation model and least squares approach were used. The results show that dynamic capabilities (sensing and Reorganization) affect operational capabilities and operational capabilities (marketing and technical) on company performance. The effects of Sensing on re-configuration, marketing capability and technical capability were equal to (0.44), (0.3) and (0.16) respectively, which had the greatest impact on re-configuration. The effect of re-configuration on marketing and operational capabilities was equal to (0.52) and (0.57) respectively.The effect of marketing capability and technical capability on performance was (0.26) and (0.21). It also examines the role of moderating environmental changes (rivals, technicians and markets) in the relationship between variables in the model, which was confirmed in some relationships. At the end, solutions were introduced to improve the performance of these companies. Market turbulant moderated the configuration relationship with operational capabilities (marketing and technical). The technical turbulant moderated the relationship between sensing with configuration and market capability  with technical capability configuration. Competition turbulence moderated the relationship between sensing with marketing capability and  reconfiguration  with technical capability.

The research purpuse was to developing a qualitative model of strategic partnership for small and medium enterprises in the software industry. The research method was Descriptive-Analytic and has been done through Delphi teqnique. The Experts Panel of Delphi consists of 20 experts in the field of business management, entrepreneurship management, strategic management, and software industry that have been selected by snowball method. Delphi analysis was performed in three stages to collect data using semi-structured interviews and open and closed questionnaires. The validity of the data was controled and verified by using the Content Validity Ratio and the review and correction of the data by the experts’ panel. The reliability of the data was verified using Process Documentation. Qualitative data were categorized and analyzed using Open Coding and quantitative data were analyzed by statistical analysis with emphasis on data Frequency and Mean. The initial model extracted from the review of the existing scientific literature, after three stages of Delphi analysis, led to the development of a strategic partnership model with five dimensions; partnering propulsion (9 components), selection of partners (8 components), design and implementation of the partnership ( 6 components), partnership challenges (6 components) and partnership outcomes (6 components). The model and its pathes were also approved by the Panel of Experts.

In this study, based on the stimulus-organism-response framework (SOR), to develop a comprehensive framework of consumer experience in the field of online retailers, examining the impact of online store environment elements (web quality and brand Web site) as forecasting for emotional responses and cognitive (trust and perceived risk) and behavioral responses of consumers (want to buy) are discussed. In this context, the relationship between trust and perceived risk for interactions is intended. This study is applied and the method of data collection, descriptive and correlational. The study of population, students of Bahonar University who visit the site at least once in the product have digikaka. A population was stratified for each 330 samples and data were collected using a questionnaire and structural equation modeling software to help Amos was investigated. The results show that the elements of the environment elements through trust and perceived risk and significant indirect effect on purchase intention of students. In addition, the results reveal that the relationship between trust and perceived risk in the form of a cross.

In recent years, the banking industry has witnessed great changes in the field of competition, which has led to the rise of market share and the attraction of customer concern to many of the managers in the banking industry. In the same vein, banks are always struggling to achieve a desirable position by utilizing new approaches to marketing in a competitive environment. Due to this importance, in the present study, in order to develop the integrated marketing communications program, the IMC's influence on the decision of customers of the Tejarat Bank of Iran, the marketing scenarios based on integrated communication tools were extracted and evaluated. Therefore, an integrated and innovative agent based modeling approach and Taguchi method were used to implement the developed scenarios by Taguchi experiments in the model-based and operating-centered simulation space and By analyzing the results by Taguchi method, the most favorable marketing scenario is presented in accordance with the behavior of the customers of the Bank of Commerce. Analysis of the results from the implementation of scenarios showed that among the five marketing tools available in the IMC program, the level of direct marketing impact is greater than other tools, and digital marketing, sales promotion, sales and promotions are further affected. Also, the results of analysis of variance showed that direct marketing factor with 43.331 percent of participation rate is more effective than other factors in attracting bank customers. Also, personal sales, digital marketing, sales promotion and promotions are 15.35%, 14.5%, 14.75%, and 814/12%, respectively. As the final output of the research, the main effects of each marketing tool have led to the identification of the appropriate level of each instrument and the provision of the most favorable IMC-based marketing scenario.

Organizations in addition to creating and delivering value to their customers, so that while they satisfy their customers, they can also make profit from it. Many researches have been conducted about predicting the customer value and in some of them, the customer lifespan and the customer value have been discussed, though the combination of these two is a new work. The main purpose of this research is to investigate the connection of customer value, satisfaction, loyalty and valuation and finally the organization position in competition market. In this research, the civil companies were chosen in the second half of 2015 , it was studied based on purposeful subjects. Then, after studying research literature and interviewing with 6 individuals of professors and experts, an existing model of customer value generation extracted from a research conducted in 2010 were used and two variables were added to this model and 7 hypotheses were tested. After the distribution of the conducted questionnaires among 130 civil companies in Iran and gathering 70 filled questionnaires and analyzing the structural equations of basic variance through PLS software, it was indicated that the capability and coolness have a deep impact on predicting the costumer value. Customer value generation and customer satisfaction also have an enormous impact on customer loyalty. Finally, customer value generation and loyalty effect the organization position in competition market as two separate factors.

To achieve the desired market performance in the current competitive market and survive in this turbulent arena require appropriate orientations by companies. The use of entrepreneurial orientation and market orientation approaches in this area can be effective. Companies, especially knowledge-based companies, should obtain appropriate market share in a competitive market by applying marketing capabilities and implementing effective marketing programs. The main objective of this research is to evaluate the entrepreneurial orientation and market orientation effect on the market performance of knowledge-oriented companies. Moreover, the role of marketing capability and marketing effectiveness was measured as two mediating variables. The current research is an applied research in terms of objective and correlational type of descriptive-survey research in terms of data collection. The research population included knowledge-oriented companies operating in the Persian Gulf Science and Technology Park of Bushehr. In this research, 35 companies were selected using simple randomized sampling method. Questionnaire was used as data collection tool. Smart PLS software was used for analyzing data and modeling structural equations. The research results revealed that entrepreneurial orientation has a positive and significant effect on marketing capability and marketing effectiveness. In addition, marketing capability and marketing effectiveness have a positive and significant effect on the market performance of knowledge-based companies. In addition, the research results revealed that the indirect, entrepreneurial orientation and market orientation effect on the market performance of knowledge-based companies is confirmed by mediating role of marketability capability and marketing effectiveness. Thus, using entrepreneurial orientation and market orientation approaches in knowledge-based companies can improve the market performance of these companies.

Value Co-creation as a concept has attracted many scholars' and managers' attention. This paper aims to develop a comprehensive model for value co-creation in banking industry in Iran. Identifying the dimensions and factors of organizational value co-creation and customer value co-creation is also in the second priority. These are followed by some guidelines and recommendations for value co-creation in the industry.Since value co-creation can result in customers' loyalty, lower levels of customers churn or attraction costs and competitiveness, studying this concept is considered to be of great importance. In order to meet the goals, qualitative research methodology was taken through multiple case-study strategy. Documents and news feed related to 3 sampled Iranian banks and their corporate customers (chosen by applying snowball purposive sampling) were investigated. The observations were documented as well. In the next step, deep interviews were done with experts in order to reach theoretical saturation. Data analysis was done through content analysis. The results are indicative of the fact that strategic value co-creation is a three-level construct with two factors including organization value co-creation (encompassing Marketing Ability, Services Development Ability, Inter-relational Ability, IT Ability, Organizing ability, Culture Formation Ability and HRM Ability) and customer value co-creation ability (encompassing  Contribution to Services Development, Transactional Ability, Feedback Giving, Loyalty and Responsible Behavior). The innovative comprehensive view of this research to the capabilities and features of both sides (Organizations and their customers) extends the theoretical borders in the realm of service dominance logic and value co-creation.