دوفصلنامه راهبردهای بازرگانی
سال بیست و هفتم شماره 2 (پیاپی 16، پاییز و زمستان 1399)

Given the rapid growth of markets and the diverse demands of consumers, traditional marketing systems cannot effectively identify consumer needs, so companies must use modern market sensing systems. This article reviews the existing literature on organizational innovativeness and modern marketing and then proposes a framework that links Market-Sensing Capability, organizational innovativeness, and firm performance. Using dynamic capability theory, it provides a framework that creates innovation as a mediator in the relationship between Market-Sensing Capability and firm performance, and the moderating role of environmental factor (market dynamics) on the relationship between organizational innovation and performance. The study population was the employees of Iran-Khodro dealerships in Tehran. Based on sampling in G*Power software, the sample estimate was 130 people, but to eliminate the effect of incomplete questionnaires, 200 samples were distributed, of which 173 healthy questionnaires were analyzed. The collected data from healthy questionnaires taken from previous studies were analyzed with warp-pls v7 software. The results showed that Market-Sensing Capability has a positive and significant effect on performance and organizational innovativeness. The mediating role of organizational innovativeness on the relationship between Market-Sensing Capability and performance was also acknowledged. Finally, the moderating role of market dynamics was assessed as positive and significant.

Brand DNA emphasizes the definition of a brand as a living thing. The main components of this concept include vision, brand mission, brand values, brand commitment, brand position and brand personality. Therefore, conducting research that tests the results of research on brand DNA and brand authenticity in a systematic and scientific manner and provides researchers with it, is of great importance.Despite the increasing use of this method, in scientific articles, but still no research has been done in the field of brand DNA and brand authenticity, and to address the lack of theoretical literature, research in this field has been done..This research, using a meta-analysis to analyze the researchers conducted between 1998 and 2018 in the field of Brand Authencity and D.N.Brand studies. The study population included all the Thomson Reuters Articles printed in the database that were available to researchers. In total, 81 studies were selected and finally, 21 article that has 8 common hypotheses with the different result was selected taken into analysis by CMA2 software. Based on the results, Q statistical significance shows that the effect sizes were derived through studies of the meta-analysis are heterogeneous so to deal with this heterogeneity should be categorized and analyzed separately. Q meaningful statistic also states that the random-effects model meta-analysis compared with fixed effect model Also. Based on Erwin and Rosenthal's model the studies of a meta-analysis are resistant in contrast publication bias.

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.

Today, with the Corona crisis and digital transformation, the world of startups and Internet businesses has grown significantly and Business growth in the areas of marketing, product development, sales and Other areas are done in a different space. Therefore, digital growth hacking is essential for Internet businesses, Because growth hacking strategies are based on internal changes in the system with the aim of increasing user-to-customer conversion and business development through internal tools at low cost. This article is a qualitative research on digital growth hacking strategies in the Corona crisis. In the first stage, with the aim of collecting qualitative data, after an extensive review of the literature in the field of digital growth hacking and its strategies, A framework for designing semi-structured interview questions with business owners that have grown significantly on the Basalam platform over the past year has been designed. The researchers then reached a theoretical saturation after conducting 14 interviews. The transcribed interviews in the second stage were coded using Atlas software and inductive thematic analysis. In the current study, out of a total of 141 open code and 18 sub-themes, 5 main themes of awareness, acquisition, e-commerce, revenue and survival were the basis of digital growth hacking strategies.

Examining the factors affecting the firm performance is one of the most important strategic issues, because the survival of companies depends on their proper performance. In the meantime, having a good competitive advantage in the firm, it ensures good performance. Also, one of the important factors in creating a competitive advantage is marketing capabilities, which play a key role in advancing the goals of firms. It should be noted that the market orientation of firms can also affect the severity of the relationship between these variables. Therefore, the main purpose of this study is to investigate the effect of marketing capabilities on firm performance with mediating role of competitive advantage and moderating role of market orientation. The statistical population of the study is companies active in the field of food and beverages located in industrial towns of Tabriz with a history of more than three years. This research is an applied studies that data was collected through a questionnaire and 90 companies participated in this study. Also, this study was performed by structural equation modeling method, which tested the research hypotheses through Smart PLS software. The results show that the impact of marketing capabilities directly on the firm performance is not significant, but is significant through the creation of competitive advantages. Also, the results showed that market orientation can’t moderate the intensity of the effect between marketing capabilities and firm performance. In general, the companies surveyed can have a positive impact on competitive advantage and performance by emphasizing marketing capabilities.

World-class organizations are a new generation of organizations that are the result of change in today's business world. The aim of this study was to investigate the interaction between the issues of lean manufacturing system and world class manufacturing (WCM) in two stages. The statistical population of the study is 5 companies in the field of the food industry that have started measuring for world-class production. In the first stage, by analyzing the data obtained from the research questionnaire, the relationship between lean manufacturing schemes and world-class pillars is identified using Gray Systems Theory (GRA), which shows how they reach organizations to reach Help a world-class organization. The results obtained from this stage showed that the tools of lean manufacturing, flow mapping, Kaizen, comprehensive maintenance of production, Six Sigma, standard work and S5 for use and implementation in the organizational environment. In the second stage, using fuzzy gray theory, the stimuli and obstacles to the implementation of WCM techniques were identified and ranked. Due to the gray correlation coefficient, the most important stimuli are: "reduction of operating costs (marketing and production)" and "global issues (environment-market)" and poor planning and lack of knowledge are the most important obstacles to world-class production in Are the production sector. Finally, according to the obtained results, the two strategies of differentiation and cost leadership were among the priorities of the strategies and practical solutions were proposed to remove the obstacles.

Setting up a pop-up retail meets a vast range of sales and marketing targets of FMCG businesses. The primary aim of this study is to provide a pattern of setting up FMCG pop-up retails. This is a fundamental applied study which addresses the design and drawing of setting up pop-up retails consequences using a qualitative method and relying on Glaser’s Classic Grounded Theory besides open, axial and theoretical coding to analyze the data. The research data was collected using semi-structured, and semi-closed interview from 14 individuals including managers and the elite selected from FMCG businesses with benefit of purposive sampling until reaching theoretical saturation. Findings of the study indicate that consequence patterns of pop-up retails set up using Glaser’s grounded theory including 672 retrieved codes, 42 concepts and 6 categories (optimizing marketing strategic planning procedure, upgrading user’s experience management, facilitating the access to marketing information database, developing brand’s fundamental elements, accelerating transactional & exchange trends and advancing operational institutional-organizational strategies) were diagnosed and explained.

Understanding and utilizing e-commerce capabilities is essential for all companies that strive to meet customer needs and execute programs and goals as quickly as possible. Developing e-commerce capabilities can have a positive impact on the country's exports. The main purpose of this research is to investigate the development of e-commerce capabilities and efficiency in improving corporate performance. In addition, in this study the role of distribution and communication efficiency as two mediating variables has been evaluated. The purpose of this research is applied research and from the viewpoint of data collection, it is descriptive-correlational. The statistical population of the study consisted of Managers, Marketing, Sales, Production and Operations Managers and experts of food export companies in Tehran province. 157 individuals were selected through cluster sampling and the data collection tool was a questionnaire. Structural equation modeling and hypothesis tests were performed by two software Smart PLS2.0 and Spss2.0. The findings indicate that the mediating role of distribution and communication efficiency of e-commerce capabilities has a positive and direct effect on e-commerce performance.

 Today’s businesses are facing numerous uncertainties. So far, many solutions have been studied to encounter these uncertainties. This article aims to introduce a new typology of business strategies to deal with uncertainty, which is based on previous researches. Accordingly, after a multistep process, 87 valid and relevant articles, published in reliable international journals, were chosen. The qualitative data were excavated from these articles and were analyzed with thematic analysis approach. As a result, 203 solutions to deal with business uncertainties, were coded. By combining these codes, 29 organizing themes were devised. Finally, the combination of organizing themes led to four business strategies to deal with uncertainty including anticipation, adaptation, acceptance, and moderation. By considering the results of this article, managers and counselors are able to identify suitable strategies to encounter their own business uncertainties. Moreover, the organizing themes of this article pave the way for the implementation of the strategies.

With globalization and improving organizational activities, there are different risks in any industry. A lot of research on risk identification in the supply chain is mainly related to important problems of bad behaviorIn addition, there is little knowledge about the risk of sustainable supply chain and how to impose damage to the company. The purpose of this study is to identify and determine the effective risks in the sustainable supply chain. Data collection method is desk research (reading texts, books, articles, journals, related dissertations) and Risk in a sustainable supply chain is extracted through this. In the next step, fuzzy Delphi method and critic technique are used. The fuzzy Delphi method is for localization and the CRITIC method is for determining the importance of the criteria. In this study, the company selected in the field of dairy products has been used and experts related to Kaleh, Haraz, Gela and Baharestan companies as a research expert population have been focused and studied. The total number of experts at the company is 7. The data obtained were analyzed using Excel software. The results of the study show that among the 29 effective risks in the sustainable supply chain in the industry, sanctions are the most important with 0.0503 and cultural problems are the least important with 0.0236.

Perceived value is a parameter affecting customer satisfaction and customer retention rate. Pricing as a revenue factor in the marketing mix among other factors of product, location and promotion has a significant impact on the customer perceived value. Customer mentality of pre-purchase pricing can affect his future behavior. Choosing the right pricing and discounting strategy and using the appropriate sales and marketing tactics is effective in retaining and returning customers. Choosing the right pricing strategy can be influenced by many factors such as product brand, type of customers, geographical area, pricing and discount policies, the vision of the company and etc. In this paper, we try to examine the perceived value functions in marketing and select appropriate criteria with the aim of maximizing the perceived value of stakeholders and using MCDM decision methods and DEMATEL causal approach to selecting the best discount pricing strategy in Marketing is addressed by a case study of a specific chain store. The results showed that the two anchoring pricing and discount pricing strategies were obtained using two methods of network analysis approach and laboratory evaluation and decision testing as the two best methods for the store. The results of VIKOR model solution also consider the pricing strategy based on the product portfolio as the first priority proposed to the sales and marketing managers of the store.

Small enterprises play a significant role in business development and improving the economic situation. However, studies show that these criteria do not have enough competitiveness and the increasing complexity of the competitive environment has created major challenges for these industries. Identifying a competitive position depends on identifying the sources of competitiveness. From a resource-based view, service delivery depends largely on the organization's resources and capabilities to create a sustainable competitive advantage in the long run. The purpose of this study is to identify and determine the capabilities that have the greatest impact on the competitive advantage of small enterprises in Iran. Based on the resource-based view, service dimensions and capabilities, including managerial, organizational, marketing and service quality capabilities were comprehensively identified through documentary study and with the help of Fuzzy Delphi method and the opinion of 10 experts. In order to structure the relationships between service capability criteria and evaluate their penetration power and dependence on Fuzzy MICMAC and to identify the capabilities that bring the most competitive advantage to small industries by providing a new approach to calculating the weights of criteria by the method Fuzzy DEMATEL was used. The results showed that the criteria of "Corporate Quality", "Analysis and formulation of the strategy" and "Leadership" can maintain the position of small industries in the competitive market and create a competitive advantage.