فصلنامه چشم انداز مدیریت بازرگانی
سال نوزدهم شماره 4 (زمستان 1399)

The purpose of this study is to design a store brand competitiveness model for chain stores through store brand characteristics and customers' responses to environmental stimuli of chain stores.

Using a quantitative approach as well as structural equation model, this study seeks to formulate and design a model of store environmental stimuli to achieve a competitiveness model in the field of store brand creation. This research is applied in terms of purpose and descriptive in nature. To collect the data, the questionnaire approach was considered along with library studies. The statistical population of this study was customers of convenience stores in Tehran. 384 questionnaires were distributed among samples members.

Findings showed that environmental stimuli have a positive and significant effect on brand authenticity and shopping experience and brand authenticity can affect shopping experience and brand attachment and store brand image. The results also showed that brand authenticity and store brand image have a significant effect on the competitive position of chain stores..

This study showed that in order to achieve increased competitiveness and create a unique competitive advantage, stores can, with proper management of external and internal environmental stimuli, create the necessary conditions to create store brand competitiveness through the dimensions of brand authenticity, brand attachment, brand image and shopping experience.

today, customer knowledge plays a significant role in gaining competitive advantage for organizations, according to the dynamism and complexity of the organization’s environment and also growing expectations of customers, customers’ recognition is an essential principle. Hence, transacting knowledge with customers is a matter of great importance which requires special attention of organizations. The purpose of the current study is to explore the relationship between customers’ perception of the company’s performance in the field of customer knowledge management process (such as mutual knowledge exchange with customers, sharing product and sharing knowledge with customer and gaining customer’s knowledge) and word of mouth.

In order to measure customers’ perception of the customer knowledge management process, three dimensions have been used, including: knowledge for customer, knowledge from customer and knowledge about customer. After studying the theoretical background, an appropriate questionnaire has been designed and distributed among the customers of private banks in Tehran. Also in order to analysis the gathered data, Smart-PLS software have been used.

The results indicate that, customers’ positive perception of company’s knowledge management efforts has a positive and significant influence on customer willingness to spread positive words.

As customer loyalty mediate the relationship between customer knowledge management and Word of mouth, customer knowledge management could be a useful tool for organizations to improve customer loyalty and consequently increase customer’s inclinations to spread word of mouth.

In today's global, complex and dynamic business environment, the speed of change and the intensity of competition are increasing. In this situation, competitors who, Coopetition strategy is effective in dealing with these uncertainties and overcoming these challenges. Given the importance of a coopetition strategy in the context of the corona crisis for businesses. The purpose of this study is to comprehensively investigate the requirements of implementing coopetition in conditions of environmental uncertainty (corona) to provide a model in this field.

In this paper, in order to explain a comprehensive model, by systematic review of the literature and with the help of meta synthesis qualitative research method, all dimensions of coopetition are identified. Then, the importance and priority of each of the proposed factors has been determined based on the content analysis approach using Shannon's quantitative entropy method; In a way, this research is innovative both in its methodology and the results obtained.

In this study, first 126 indicators of coopetition requirements were identified and classified into 13 subcategories and 35 dimensions. All of these were placed in the three categories of organizational empowerment, environmental context, and uncertainty drivers in the Corona crisis.

The results of the study showed that the most important drivers in the areas of organizational empowerment (strategic investment) are environmental contexts (environmental dynamics) and coronary crisis drivers (technological cooperation).

Today, the brand of tourism destinations plays a significant role in their success and also identifying opportunities for co-creation of the brand of tourism destinations can play a significant role in developing and promoting the brand of these destinations. The main goal of this research is to identify the tourism brand's entrepreneurial opportunities in the three stages before, during and after the trip.In this study, in order to identify opportunities for tourism brand co-creation, first a semi-structured interview was conducted with domestic tourists who traveled to Tehran in August 2016, who were selected judiciously. Then the quantitative entropy method was used to prioritize the opportunities. From the text analysis of the interviews, 53 sub-themes and 13 main themes were identified in the form of 3 main axes (before, during and after the trip). The axis includes 4 opportunities before the trip, 4 opportunities during the trip and finally 5 opportunities after the trip.The results of the qualitative research indicate the importance of searching and gathering information in the pre-travel stage, interaction in the travel stage, recommendation and ordering (word of mouth) in the post-travel stage are the most important. Quantitative findings also show that content production is the most important opportunity and destination protection is the least important opportunity from the point of view of marketing and tourism experts.

This study aimed to investigate the features affecting place branding in the social network (Instagram) using data mining technique. In this research, three domestic tourism destinations and four foreign (international and Middle east) tourism destinations were examined and over a period of one year 912 Instagram posts were reviewed on the target pages. Analyzing and data mining were done by IBM SPSS Modeler software. And, two method of Association rule mining were used for finding rules and significant features of data base. And this analysis shows that factors such as type, content, month and day of posting, tag and hashtag and caption on Instagram have an impact on audience engagement and personal brand awareness. Using the results of this study, numerous organizations, responsible for branding a tourism destination, can learn the factors that influence place branding in social networks and make their audience more aware of that tourism place.

Proper implementation of the strategy is recognized as one of the key capabilities of organizations in order to achieve the set goals. However, many organizations do not have enough ability to achieve their goals due to the lack of a proper process for implementing the developed strategies. The present study aimed to provide a model for implementing marketing strategy in commercial service organizations and specifically commercial banks.

This research is applied in terms of purpose; In terms of monitoring and control, it is a field and in terms of how to analyze the data, it is a descriptive type. The approach of this research is qualitative and the method of doing it is Delphi technique. The statistical population of this study consists of experts in commercial banks of Bushehr province who have been sampled using the guided method. Data collection tools are semi-structured in-depth interviews and questionnaires.

The results show that 13 internal and external environmental factors consisting of two categories of internal factors and one group of external environmental factors on the correct implementation of marketing strategy in commercial banks. Outcome: Factors affecting the implementation of marketing strategy include: 1- In-system software (including risk management, top management; cross-sectoral relationships; top management commitment; strategy implementation knowledge; leadership tactics; employee and organization interests alignment; planning; organizational coordination ; Organizational culture), 2- hardware factors within the organization (including technology and organizational structure) and 3- external environmental factors (including environmental information and government laws and regulations).

Business organizations need to adapt to changes in this area. Iran's customs also formulated and implemented strategic planning based on the strategic planning of the World Customs Organization and the economic and foreign trade conditions of the country. The purpose of this study is to analyze the phenomenological experiences of strategic management in the Customs Organization using the George analytical method. George Analysis Method analyzes data in descriptive phenomenology and consists of 5 steps. In order to determine the importance of this method of analysis and its application, a basic goal has been proposed in this research; The lived experiences of the strategist during the formulation and implementation of strategic planning lead to the direction and optimization of customs performance in the field of strategic management (including three stages of formulation, implementation and control) and ultimately the success of the organization and based on that important and effective variables Specify the strategic management of customs. The study population is employees and managers who were involved in the strategies of the organization and describe and describe their experiences. By purposeful sampling, 12 employees and line and staff managers were selected. Then the required data were collected by semi-structured individual interviews (30 to 55 minutes) in the period of 2/15/98 to 6/20/98. The findings of the George method were classified into five basic concepts: organizational culture and values, control, networks and communications, performance and organizational structure.