مجله مدیریت کسب و کار
پیاپی 59 (پاییز 1402)

Cause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. The method of the current research is a mixed exploratory, which was obtained through the qualitative strategy of Grounded Theory and semi-structured interviews and coding with MAXQDA, conceptual model has been obtained, and then through the quantitative strategies of model fitting and analysis. The statistical population in the qualitative part was the opinions of 12 experts and specialists in the relevant industry, and in the quantitative part 384 Dairy products customers have been implemented in Tehran. This model includes corporate dimensions with an impact of 0.393(company's marketing mix; company resources and capabilities; campaign implementation, managers' and stakeholders' perspectives), dimensions of customers with an impact of 0.438 (beliefs, attitudes; people's values, demographic factors, social stimuli and individual's experience and knowledge), dimensions related to the campaign with an impact of 0.467 (the place and form help, credibility and importance and urgency of the campaign) and Cause-related marketing results (financial and non-financial results)classification and suggestions according to statistical categories have been provided

In the era of competition, one of the marketing communication strategies is to use celebrity endorsements on social networks. The present study was conducted with the aim of investigating the effect of customers' perception of online branding of celebrities on customers' purchase intention with the role of moderator of perceived product quality. This research is applied in terms of purpose and descriptive in nature, survey. The statistical population of the study was Iranian users of the Instagram social network in the whole country, and 384 people were selected in a non-random way through Cochran's formula. The main tool of data collection was a questionnaire, and its validity was confirmed by using scientific components by experts, and its reliability was confirmed by using Cronbach's alpha test. The findings showed: customers' perception of online branding of famous people has an effect on customers' purchase intention with the moderating role of perceived product quality. The effect of virtual interaction, ideal match and actual match with oneself on customers' purchase intention was confirmed. Also, perceived product quality moderates the effect of virtual interaction, ideal self-congruity and actual self-congruity on customers' purchase intention.

Organizational culture in the oil industry and especially in the petrochemical industry often becomes an issue among employees in the face of culture in achieving job satisfaction. The important issue is that the way such a situation is managed can turn it into an opportunity or a threat in the "organizational culture"of the petrochemical industry.Therefore, based on the conducted investigations, it was determined that the qualitative improvement of organizational culture in the oil and petrochemical industries has a paradigm model.The current research is based on a qualitative approach. The SIP model has been used in the qualitative approach, and the data collection tool was a semi-structured interview that was conducted with 17 experts and specialists using the snowball sampling method. The analysis of data was conducted in three stages and the qualitative model of the research was extracted from the mental patterns and opinions of people. The results showed that the oil industry needs a continuous and more conscious approach to create an organizational culture in order to organize its short-term, medium-term and long-term plans and prepare itself to face the market full of evolution and competition,and the probability of success and the coefficient of sustainability in increase the marke.

Digital developments have drastically changed business models and processes, and new models are emerging. Therefore, identifying the impact of driving factors on digital business models plays an important role in the success of businesses and the economy. While theory and practice show a growing interest in the potential of new business models as a result of digitalization, researches to date has not shown the main motivation for how to significantly adopt digital business models in industries. Considering the slowness of these changes in Iran and the problems of turning traditional businesses to Internet businesses, identifying the impact of driving factors on digital business models can play an important role in the development of businesses. To achieve this goal, an empirical study was conducted based on a theoretical foundation and four main drivers (with five items for each driver) were obtained in relation to the potential of the digital business model: key performance indicators, personalization, efficiency and communication. The findings of the structural equation model approach show that all four factors have a positive and significant effect on the potential of digital business models.

To improve the operation level of the companies tailored to industry 4.0, is necessary to determine logistics automation. For this, the first step is the measuring of the evolution stage. For measuring the evolution of the logistics system automation, the processes and components of the logistics system, maturity stages should be determine. The purpose of this paper is to determine the level of automation in the Iranian assembly industry. The research method is descriptive and Data gathering is survey method. The statistical population consisted of the logistics experts group to determine the processes and their levels and limits and also managers in the industry to provide information about the status of logistics processes and component. By utilizing interviews with logistics experts identified four process and ten components. Using the factor analysis, measuring indicators has determined and mean of them were calculated. Evolution of logistics automation was measured by compensation method. Results show that the level of automation in SAIPA Company is higher than other companies. Logistics information system and order planning components have higher stages and transportation have lower stages in all company.

Credit risk is the probability of default of the borrower or the counterparty of the bank in fulfilling its obligations, according to the agreed terms. In other words, uncertainty about receiving future investment income is called risk, which is of great importance in banks. The purpose of this article is to estimate the credit risk of individual and corporate customers. In this study, the statistical information of 400 individual customers and7500 corporate customers was used. In this regard, the results of neural network model and support vector machine model have been compared. The obtained results have shown that the components considered in this study based on their personal, financial and economic characteristics had significant effects on the probability of customer default and credit risk calculation. Also, the results of this study showed that the application of control policies at the beginning of the repayment period suggests facilities that have the highest probability of default with long life and high repayment. The comparison of the results of the prediction accuracy shows the higher explanatory power of the support vector machine model and the use of the survival probability function than the simple neural network model for both groups of customers.

The purpose of this research is to investigate the effect of organizational capabilities on organizational performance with the mediating role of organizational agility. The current research is descriptive-survey in terms of method and practical in terms of purpose. The statistical population of the research was 200 employees and managers of Kavirmotor, and 128 people were selected using the Morgan-Karjesi table with a simple random sampling method. The data collection tool was a questionnaire. Data analysis was done with structural equation model and Smart Pls3 software. The results showed that the organizational capabilities have a significant effect on the organization's agility. Organizational agility has a significant impact on competitive performance. Also, organizational capabilities have a significant effect on competitive performance with the mediating role of organizational agility. Dynamic capability does not affect competitive performance. Therefore, the strengthening of organizational capabilities can accelerate the level of reactivity and flexibility of the organization to various developments and lead to the improvement of competitive performance. Also, using new marketing tools and better use of operational elements and giving importance to the skills and knowledge of different departments of the organization can be effective in organizational agility and consequently in improving performance.

 This article examines the role of knowledge base firms on international entrepreneurship development by emphasizing on creactivity and innovation, commercialization and resilience in changes with are features of such a company .Based on this objective, this study is applied developmental in its purpose and descriptive-survey under its methodology. Statistical population of study includes 2800 firms of knowledge base companies of Tehran province where 340 companies are selected randomly based on Morgan formula and required information are collected from their managers and experts. Methodology of data collection in qualitative part of study was conducted through library research and in quantitative part through a researcher made questionnaire. Acquired data were analyzed via statistical tests where based on views of assessed participants, the following finding were obtained: knowledge base firms by holding some features such as innovation and creactivity, competitiveness, commercialization and resilience in changes have effective role in international development and growth of entrepreneurship.

One of the growing areas of Internet-based activities, both in the market and in people's personal lives, is cloud computing. Cloud service is an emerging technology that has attracted a lot of attention worldwide in recent years and provides its services over the Internet. The current research is focused on the relationship between the business model and sustainable cloud services. Therefore, based on the developed models of Buken and Short (2016) and Pellitier et al. (2012), the relationship between the components of the cloud service business model and sustainable development was evaluated. Also, the structural equation modeling strategy with partial least squares (PLS-SEM) was used to evaluate the determining factors of the business model and sustainable cloud services. The results show that the value proposition, value absorption and value creation are based on the acquisition model. And business example work affects. In addition, the effects of valuation, value proposition, economic, social and environmental factors on sustainable cloud service are positive, among which, value proposition has the strongest positive effect and social factors have the strongest negative effect on the sustainable development of cloud service

Risks and uncertainty can potentially have serious consequences for enterprise resource planning (ERP) implementation. This paper examines a practical approach to ERP implementation risk assessment in upstream steel industries that supports important project stakeholders such as the customer, contractor or developer, consultant and supplier to fulfill their obligations and the negative effects on ERP project performance in relation to the objectives cost, time and quality are minimize. In this study, after registering the risks and their initial qualitative analysis using the risk matrix, in order to analyze the data more accurately and reduce the volume of variables, using exploratory factor analysis in SPSS software, the risks were categorized into 7 groups, then using confirmatory factor analysis in AMOS software was used to check the validity of the obtained model, and after removing 4 risks, the validity of the model was found to be satisfactory. For the quantitative analysis of the model using the FMEA method, it was shown that the risks related to the project management factor have the highest score, i.e. the highest risk, and the factor related to the internal people of the organization has the lowest risk score with a very small difference from the process factor.

The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude,

The purpose of the present study was the interpretative structural modeling of the factors affecting the application of blockchain technology in the banking industry. This study is based on the practical purpose and from the perspective of the method in the field of mixed studies with deductive-inductive approach. Identifying the effective factors on the application of blockchain technology in the banking industry was done through semi-structured interviews based on theoretical saturation with professors in the field of information technology, banking management and experts active in the banking industry. T, the opinions of senior managers and experts in the banking industry in the number of 50 people were used with the purposeful sampling method and with the help of a questionnaire. Validity and reliability of the questionnaire were confirmed using content validity and test-post-test method. Coding the resulting data using Atlas.ti software led to the identification of 14 factors affecting the application of blockchain technology in the banking industry. Modeling of the identified factors with interpretive structural method led to the formation of seven levels, policies, awareness and regulation were the most effective factors and productivity was the most impressionable factor.

The aim of this study is to present a technology transfer framework in the electronic banking industry, which is a mixed method and applied research type. The statistical population included 17 experts in the qualitative section and 451 information technology and technology transfer experts in the banking industry in the quantitative section, of which 207 were selected in a stratified sampling method with proportional allocation. To do this, a number of 14 components were identified from the expert analysis in order to form the technology transfer framework. Their content validity was verified through confirmatory factor analysis. In the survey of experts, in terms of being operational in the relevant industry, as well as the importance of their presence in the framework of technology transfer, through the T-Student test, it was reduced to 9 components. The findings include 9 meaningful components: identifying technology needs, updating, research and development, negotiation, technical knowledge transfer, operational knowledge acquisition, technical knowledge implementation, transfer plan presentation and infrastructure provision. Finally, using AHP analysis, the prioritization of the components in the implementation of the technology transfer framework was discussed.