نشریه رویکردهای نوین در مدیریت و بازاریابی
سال دوم شماره 2 (پیاپی 3، پاییز و زمستان 1402)

 The purpose of the present research is to investigate, analyze and predict the strategies governing the adoption of business intelligence in the decisions of the Iranian Electricity Network Management Company, to policy science, technology, and innovation based on business intelligence in this company. In the first step, the research is based on the theory of technology-organization-environment while identifying the barriers and facilitators of using business intelligence in the organizational decisions of the Iranian Electricity Network Management Company using the three-way method including study, observation, and semi-structured interviews with data collection experts. And it was done through the method of thematic analysis of the coding process. In the next step, by combining soft system methodology and system dynamics, and using Rapidminer and Vensim software, the acceptance and use of this technology has been predicted in five years. For this purpose, by using cause-and-effect relationships and in the form of a dynamics model, circular and flow diagrams were modeled, and based on the opinion of experts, the necessary corrections were made to the output at this stage. In the following, the simulation was carried out for five years using a developed model using dynamic systems thinking. According to the research findings, the research system is controllable and has observable effects. That is, the inputs of the system control the variables of the state and each of the variables of the state affects some of the outputs of the system. Based on this, scenarios were obtained with changes in individual factors, organizational factors, environmental factors, and extra-environmental factors. The result is that the inappropriate localization of technologies, the insularity of information systems, the contradiction of security instructions, and the resistance of human resources in front of security policies are among the factors with a negative impact on the establishment of the sub-system of optimal allocation of human resources., the establishment of an education sub-system, security policies, establishment of the steering committee, establishment of systems integration sub-system, and establishment of a knowledge-based companies sub-system were recognized as positive predictors for the adoption and application of business intelligence.

 In the literature of development economics, determining which country is more developed or what foreign trade policies should be followed and how to provide conditions for export growth at the global level, and in general how to compete in business Derakhshid shines in the international arena, it is measured by different indicators. One of the most important and effective indicators in this connection is the economic complexity index. Economic complexity offers a potentially powerful paradigm for understanding the key economic-managerial and social issues and challenges of the 21st century and how to overcome them. At the same time, a key dimension of economic complexity can be considered as a symbol of basic knowledge of export. In this article, it evaluates Iran's economic complexity index compared to selected oil countries and the effect of innovation components, economic freedom and macroeconomic variables on the economic complexity index. The results of the article showed that: First, during the years 1995-2022, the amount of Iran's economic complexity index has never been a positive number. This is despite the fact that in the studied period among the countries under review, the countries of Mexico and Saudi Arabia and other oil competitors of Iran have faced an increase in the economic complexity index. Second, most of Iran's exports are products with medium and low complexity and include chemical and mineral materials. Third- The effect of indicators of the business environment, research and development costs, commercial maturity, production of knowledge and technology, and high-tech imports (from the sub-indices or components of innovation) on Iran's economic complexity index was positive. Is. Fourth- Economic freedom and business freedom have had a positive effect on Iran's economic complexity index. Finally, the effect of the variables of inflation rate and exchange rate on economic complexity index has been negative.

 Transformational leadership is one of the important prerequisites for achieving flexibility and innovation in organizations. Based on this, in the present study, the impact of transformational leadership on organizational performance is investigated. Cronbach's alpha coefficient was calculated to determine the validity of form and construct validity and to measure the reliability of the questionnaires. Leaders who, by creating new visions, formulating and developing insights and inspiration, cause transformation and innovation, and by motivating followers and creating commitment, responsibility and coordination in them, they use organizational factors and elements in a way that ensures the survival of the organization. and provide the reasons for their growth. The sampling method in this research is simple random sampling and the sample size was determined based on Cochran's formula of 212 people and distributed among the managers of 40 small and medium businesses in Tehran. After completion and collection, the data needed for the research was collected and used using descriptive statistics techniques and SPSS22 software and inferential statistics techniques with the help of Smart PLS3 statistical software with structural equation modeling method. The findings indicate that transformational leadership has an impact on organizational performance.

The main purpose of this research is to investigate the impact of cultural diversity on innovative work behavior and psychological adaptation with regard to the role of cultural intelligence in senior domestic and foreign experts working in the South Pars Gas Complex Company of the country, and the main question in this research is designed as follows. Does cultural diversity have an effect on innovative work behavior and psychological adaptation regarding the mediating and moderating role of cultural intelligence in senior domestic and foreign experts working in the South Pars Gas Complex Company of the country?

The research method is applied in terms of purpose and correlation in terms of the relationship between variables. The statistical population in this research are senior domestic and foreign experts working in the South Pars Gas Complex Company of the country. The number of samples studied for domestic senior experts is 197 and foreign senior experts is 81. The sampling method in the current research is available in quota and non-probability type. After collecting data by means of standard questionnaires, structural equation modeling technique with partial least squares approach was used to evaluate the relationships between variables, and in general, all data analysis was done through SPSS and PLS software.

The results of the research hypotheses indicate the positive and significant effect of cultural diversity on cultural intelligence, as well as the impact of cultural diversity and cultural intelligence on innovative work behavior. Also, the mediating role of cultural intelligence in relation to cultural diversity and innovative work behavior was confirmed. In addition, the moderating role of cultural intelligence in relation to cultural diversity and psychological adaptation was confirmed.

The purpose of the current research was the effect of social media marketing, brand awareness and brand image on customer satisfaction in Aydeh Bank. This research is applied in terms of its purpose and descriptive-survey in terms of the method of doing the work. The statistical population of this research is 1350 customers of Aindeh Bank in Mazandaran province, of which 384 people were selected using Cochran's formula. PLS software was used for data analysis. Research findings show that social media marketing and brand awareness have a positive and significant effect on customer satisfaction, but brand image does not have a positive and significant effect on customer satisfaction. On the other hand, social media marketing has a positive and significant effect on brand awareness. But social media marketing does not have a positive and meaningful effect on the brand image. Also, social media marketing has a positive and significant effect on customer satisfaction with the mediating role of brand awareness. But social media marketing does not have a positive and significant effect on customer satisfaction with the mediating role of brand image.

Today, with the arrival of new technologies brought by the fourth industrial revolution, organizations can improve their productivity. And considering the many challenges that exist in the country's motorcycle industry; Including sanctions, and various environmental requirements and pressures, motorcycle after-sales service companies are forced to establish a comprehensive software management system. Also, with the advancement of technology and the introduction of new technologies such as the Internet of Things, services are provided for organizations that can help them have a more efficient organizational architecture than before. The result of this research is the design of an organizational architecture based on the Internet of Things for after-sales service companies in the motorcycle industry. To achieve this goal, the inspection unit of one of the branches of Kavir Motor Company was selected as a case study and its processes were rewritten using a piece of hardware based on the Internet of Things; Then, by choosing the famous Zackman framework as the organizational architecture, the first two lines of this framework were rewritten with the Internet of Things and a new organizational architecture based on the Internet of Things was created. In this research, the Internet of Things is the independent variable and the pillars of Zackman's framework (data, function, network, people, time, motivation) are the dependent variables. Based on this, six hypotheses were considered for the research and according to the research questions and hypotheses, a questionnaire was designed for scientific experts in the field of organizational architecture and Internet of Things, and after gathering the opinions of experts and analyzing the questionnaire with chi square test, a questionnaire was also designed for Transportation industry experts (managers and experts in the field of information technology of after-sales service companies) designed and after completion by them and analysis with the third order Wilcoxon test, conclusions were drawn regarding the research hypotheses, which finally out of the six research hypotheses, The fourth hypothesis of the research was rejected, and the first, second, third, fifth and sixth hypotheses were confirmed.

Today, knowledge management has become one of the most important tasks of organizations, which can have a great impact on the performance and success of these organizations. Therefore, knowing and improving its promoting factors can help the survival and profitability of the organization. Among the various infrastructures required for the successful implementation of knowledge management, in this research, the role of information technology and technology-oriented social networks as well as their impact on the four measures of knowledge management (creation, storage, sharing and application of knowledge) have been investigated. The statistical population of this research includes the managers and employees of Ekhtaz Novin Bank in Tehran, who, according to the information they had, could provide valuable information to the researcher. A stratified random sampling method was used and 272 people were selected based on the Karjesi and Morgan table. The data were analyzed by structural equation method. The results of the research show that information technologies and technology-oriented social networks have a positive effect on facilitating all four measures of knowledge management, and knowledge sharing, knowledge creation, knowledge storage and knowledge application have higher priorities respectively.

Insurance is one of the most important tools invented to prepare for facing threats. Undoubtedly, insurance is one of the greatest achievements of developed human life, which has proven its effectiveness in many ways. Therefore, the main purpose of the research is the effect of the company's social responsibility on the desire for long-term relationship in the customer, considering the role of the company's image and the behavior of the citizen customers of the day insurance in Gilan province. This research is applied in terms of purpose and in terms of data collection, it is in the category of descriptive research. The statistical population of the research is the customers of insurance agencies in Gilan province. The sampling method in this research is non-probability. The number of samples is The calculation is equal to 365 people. Due to the non-receipt of some questionnaires, about 400 questionnaires were distributed. Of these, about 379 questionnaires were returned. Some of the returned questionnaires were not completed and finally, considering that the calculated sample was equal to 365 customers, for this reason, 365 questionnaires were used for the final analysis. The method of data collection in this field research and the collection tool was also a questionnaire. In this research, SPSS and SmartPLS software were used for analysis. The results of the research hypotheses showed that all the research hypotheses were confirmed except for the effect of economic responsibility on the image of Day Insurance Company of Gilan province.

The purpose of the current research is to investigate the effect of the Covid-19 (Corona) epidemic on production inflation (as a pressure on business). For this purpose, the data of the years 1360-1400 and autoregression models with distribution breaks (ARDL) and error correction (ECM) have been used. Based on the obtained results, Corona and economic sanctions have led to an increase in production inflation (as an obstacle for business) in the investigated period. Also, for each unit increase in liquidity and real exchange rate, production inflation (as an obstacle to business) will increase by 1.9 and 0.7 units, respectively. According to the findings of the research, the anti-inflationary effect related to the educational expenses of businesses has been effective in reducing the pressure on businesses simultaneously and intermittently. In addition, for every one unit increase in per capita income, the pressure on businesses decreased by 0.8 units. According to the findings, the speed of reaching the balance will be 51%, which shows that 51% of the short-term imbalance error is adjusted convergently in each period.

In this article, how to use the artificial neural network metamodel to analyze the sensitivity of the order economic value model in the case of two-factor interactive effects is presented and it is shown that the use of this metamodel for the sensitivity analysis of the economic value of the order compared to the current method (one factor in each load) is more suitable. For this purpose, a back-propagation forward neural network with a hidden layer, sigmoid driving functions in the hidden layer, factors affecting EOQ as input and economic order value as output of the model have been used. The sensitivity criteria are defined based on connection weights and the methodology procedure is shown in a numerical example. With the emergence of intelligent systems, data processing and models related to them such as artificial neural networks, genetic algorithm, fuzzy logic and the like, which are designed and modeled with inspiration from a corner of nature, an important progress has been made in data analysis. One of the main features of the network Artificial neural networks, inspired by the structure and function of natural neural networks, are parallel processing of input information by neural processing units.

The purpose of this research is to investigate the effect of the evolution of digital marketing literacy on commercial advertisements of chain stores. The research method is descriptive and correlational, and the direction of the research is applied. The statistical population of the research is made up of Mazandaran University students. Proportional stratified sampling was used for sampling and the sample size was determined to be 266 people. In this research, the data collection tool is a researcher-made questionnaire in a 5-point Likert scale. The validity of the questionnaire has been confirmed by professors and experts. Cronbach's alpha coefficient obtained from all the questions indicates the good reliability of the tool. In this research, descriptive statistics and inferential statistics methods were used to analyze the data. The results of the tests stated that the variables of price, security and trust, digital marketing environment, product characteristics and ease of purchase had a significant effect on commercial advertisements of chain stores in the evolution of digital marketing literacy, and the variable of promotional offers was not effective.

In this study, the main purpose of this study is to investigate the effect of gaimification on consumer loyalty with respect to the mediating role of attitude towards the brand and intention to engage.

In terms of data collection method, this research is a descriptive survey and is applied in terms of purpose. The statistical population of the present study, Iranian customers and buyers across the country, is the online store of Digikala. Sampling method is available sampling. Online tool, the main tool for data collection. On the other hand, Cronbach's alpha coefficient and combined reliability were used to evaluate the reliability of the research. The Sobel test is used to measure the significance of the effect of the mediating variable. The research data are also analyzed in the form of structural equation modeling based on the partial least squares method using Amos software.

This model, which included the direct effect of gaimification on consumer loyalty as well as the effect of gaimification through mediating attitude towards the brand and the intention of engagement on consumer loyalty, its components were tested. Also, in evaluating the structural part of the model, there is a strong relationship between endogenous and exogenous structures and the general research model has a good fit.

After analyzing the data, it was found that gaimification(Perceived usefulness, perceived ease of use, perceived social impact, perceived pleasure) through mediating variable attitude towards the brand and intention to engage, directly and indirectly have a positive and significant effect on consumer loyalty.