نشریه ارزش آفرینی در مدیریت کسب و کار
سال چهارم شماره 1 (پیاپی 11، بهار 1403)

The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applicable in terms of purpose, and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023. For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness is affective on blockchain technology.

The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment).

The aim of the current research is to identify the factors affecting the implementation of cyber insurance among insurance companies in Iran. The current research is developmental and applicable in terms of its purpose, and is of qualitative methods. The statistical population of the research is specialists and experts in the field of cyber insurance, who have been identified using the snowball sampling method. Using the interview technique, the data was collected and then the data and categories were coded and classified using the MAXQDA software version 2020. The reliability of the research was measured using the Kappa coefficient. In the last stage, the research model is extracted based on the Strauss and Corbin model. Based on the results of the research, the causal factors were divided into scientific, technical, and network indicators. Insurance perspective with the title of intervening factor, analysis of the external and internal environment as well as marketing and paying attention to the executive arms as foundational factors, ecosystem approach and formulation of insurance strategy as a solution, and finally increasing the level of knowledge of the insurance company, safety and security of data, improvement of services and company income, and uncertainty about the operation of insurance are known as positive and negative consequences of cyber insurance.

The purpose of this research is to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance.

The current research was conducted with the aim of providing a model of consumer behavior in creating brand attachment, emphasizing the packaging component of food industry companies. It is considered a qualitative-quantitative (mixed) research method. The sample of the qualitative section with 12 interviews with marketing, academic and food industry experts, and the quantitative section with the Cochran formula of limited societies included 384 managers and senior experts of Tehran food industry companies. In the first step of the research, the coding of specialized research interviews was performed using thematic qualitative analysis with MAXQDA 20 software and fuzzy Delphi method with MatLab software, structural-interpretive analysis with MicMac software; in the next step, the results of confirmatory factor analysis with Smart PLS 3.0 software. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Based on the influence-dependence diagram, the structures of communication factors, logistic factors, economic factors, bio-social factors have high influence power and are under little influence, and are placed in the area of independent structures. The constructs of brand loyalty, brand awareness, perceived quality, and brand associations also have high dependence but little influence, so they are considered dependent constructs. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity.

The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions.

The aim of the current research is to present a model of customer participation with brands in social networks with an emphasis on cultural differences. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method. Data analysis in the qualitative section is based on the content analysis method; and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model.

The purpose of this research is to design and explain the policy model for the development of electric vehicles in Iran. The research method is fundamental-applicable in terms of purpose, qualitative in terms of implementation, and fundamental-exploratory in terms of nature. The statistical population of the research includes 15 experts and policy makers in the field of automobiles in Iran, and the sampling was done in a targeted manner, and the interviews continued until theoretical saturation was reached. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and model design were done in three stages of open, central and selective coding. For data analysis, MAXQDA 2020 software was used for coding. The results show 435 primary/open codes, 40 concepts and 12 categories (economy and livelihood, transportation electrification, transnational thinking, up-to-date technology, initiative and innovation, market recognition, environmental protection, infrastructural measures, competitiveness economy and industry, risk and challenge, development-oriented governance, strategy and foresight).

The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer.

The purpose of this research is to investigate and prioritize factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, and at least 10 years of work experience in the relevant field and managers, and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization. The best-worst method (BWM) was used to prioritize the factors and its components, and Lingo software was used for analysis. Effective factors include the components of 1- infrastructure (access to the Internet network, electronic storage of information, security systems and electronic payments), 2- payment system (payment authorization, various customer payment methods, settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of  e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rank of importance.

The purpose of this research is to investigate and prioritize factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, and at least 10 years of work experience in the relevant field and managers, and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization. The best-worst method (BWM) was used to prioritize the factors and its components, and Lingo software was used for analysis. Effective factors include the components of 1- infrastructure (access to the Internet network, electronic storage of information, security systems and electronic payments), 2- payment system (payment authorization, various customer payment methods, settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of  e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rank of importance.

The purpose of this research is to design supply chain scenarios and examine how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. The method of this applicable research is qualitative, and analytical-survey in terms of the method of data collection. Fuzzy Delphi was used to collect information. The statistical population of the research includes the collection of experts working in the procurement and goods affairs department of the National Company of Southern Oil-bearing Regions, selected by judgmental sampling method, and the most knowledgeable people, as many as 14 persons, were selected as members of the statistical sample. Questionnaires and interviews were used to obtain primary data. The research questionnaire includes 50 components in 5 paradigms of resilience, lean, agility, knowledge management, and jihadi management. Delphi method and Kendall's correlation coefficient were used for the validity of the questionnaire, and Cronbach's alpha method was used to calculate the reliability of the research questionnaire. Analysis of the research data carried out by the Rizad scenario. Three supply chain scenarios were designed in order to investigate how they affect the relevant variables, as follows: increasing shipping capacity, increasing the volume of orders, and reducing the time of sending orders. The results of the surveys showed that the excessive increase in the sending capacity, the increase in the volume of orders, and the decrease in the time of sending the orders will have their own positive and negative results, which the creation of a favorable and optimal situation based on the various outputs of the model will be fruitful in the context of adopting the organization's policy.

The purpose of this research is to provide a model of factors affecting smart governance in the country. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-survey type in terms of data collection. The statistical population in the qualitative section includes 28 university experts familiar with the subject, who were selected in a non-probability and judgmental manner. The statistical population in the quantitative part includes all the managers and experts working in South Khorasan governorate and Birjand city governorate of planning administration equal to 420 people, and the sample number was selected using Cochran's formula of 200 people. The sampling method in this section was done in a random stratified manner. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information. In the qualitative part, the fuzzy Delphi method was used, and the data from the interviews were coded and analyzed in the three main stages of open coding; axial coding; and selective coding, and SmartPLS 3 software was used in the quantitative part of factor analysis, and SPSS 22 software was used for analysis. The results of the research in the qualitative part showed that three categories of background factors (equipment and infrastructure, required resources, information and communication technology, statistics and intelligent information, and formation platform), content (cyber security, strategy formulation, intelligent management and intelligent planning) and Structural (smart readiness, smart architecture, and smart administration) are effective on the formation of smart governance in the country. The results of the quantitative section showed that the model is of good quality.

The purpose of this research is to design the behavioral model of managers in the digital era by the approach of data-based theory. The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research is the managers of petrochemical companies affiliated to the National Company of Petrochemical Industries of Iran. 8 members of the participating team were selected by the purposeful sampling method. To collect and analyze the data, the foundation's data theory research strategy was used. The data collection tool is a semi-structured interview. Data analysis and model design were done in three stages of open, central and selective coding. The findings indicate that causal conditions include human factors, environmental factors, and organizational factors; the main phenomenon of managers' behavior include communications and interactions, trust, decision-making in uncertainty, personality traits, and digital behavior; background conditions include digital knowledge and understanding, digital education and culture, management of experience and digital talent and skills, future-oriented and digital strategic thinking, change management, and digital leadership ability; intervening conditions include digital mentality and attitude, manager's intelligence, manager's values, and the innovation and nature of business and industry; strategies and mechanisms include innovation and learning strategy, retention strategy, digital combination and focus, digital participation strategy, and digital leadership and governance strategy; and consequences includes consequences of individual dimensions and organizational dimensions.

The purpose of this research is to present the knowledge sharing model in Maskan Bank of Iran. The research method is applicable in term of its purpose, and mixed in terms of implementation. The statistical population in the qualitative part includes 15 experts, professors, and all people who have had practical or research activities in the field of knowledge sharing, using a purposive sampling method; and in the quantitative part, it includes 344 employees of the headquarters of Maskan Bank of Tehran, using a simple random sampling method. Data collection was done in the qualitative part by using semi-structured interviews; and in the quantitative part by a researcher-made questionnaire. The data-based method was used in the analysis of the data of the qualitative part, and PLS software in the quantitative. The results in the qualitative part showed that 6 structures include: causal conditions (with 3 dimensions of universality and inevitability, the need to change the attitude towards branding, urban brand identity), contextual conditions (with 3 dimensions of brand structural coherence, urban branding, strategic location of city), intervening conditions (with 3 dimensions of tourist behavior pattern, investment/financing, environmental factors), dimensions of the phenomenon (with 3 dimensions of creating a platform for smart tourism, attention to stakeholders, integrated urban brand management), strategies (with 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture), and consequences (with 3 dimensions of social capital development, development of quality of life, competitive power of urban brand). Based on the results of quantitative analysis, the relationships between significant research variables and the model have a good fit.

The purpose of this research is to design a model for the alignment of petroleum refinery projects with the country's industrial strategies in the Ministry of Oil. The research method is applicable in terms of purpose, qualitative in terms of data collection, and data-based type. The statistical population of the research includes 20 experts and senior managers of the Ministry of Petroleum and Petrorefineries in Tehran, selected by theoretical sampling. To collect and analyze the data, the data-based theory research strategy was used. The data collection tool is a semi-structured interview. Data analysis and model design were done through coding. The findings of the research showed that the alignment of the refinery projects with the country's industrial strategies in the Ministry of Oil, the enablers of the alignment include the maturity of communication and managerial factors and the exercise of authority, strategic technology planning and organizational architecture aligned with technology, partnership factors, human resources (innovation, entrepreneurship, expertise, knowledge), and the distinctive competence factors that lead to the realization of optimization results and reduction of capital and current costs and synergy in both sides of petro-refining and industry. Managers and experts can help to optimize this industry and reduce costs by using the model of aligning petroleum refinery projects with industrial strategies. Based on the results, it is suggested to the planners of the oil industry to try to increase the alignment of the refinery projects with the industrial strategies of the country in order to develop the refineries.

The aim of the current research is to present a model for the implementation of new fintechs in the banking industry (peer-to-peer lending). The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and survey in terms of nature and method. The statistical population of the research was the managers, supervisors and employees of the financial and technological fields of banks, experts and specialists in the fintech field in the country; and according to the principles and rules of the unlimited population, 384 people were selected as a sample. Data collection was done by semi-structured interviews in the qualitative part, and by the researcher-made questionnaire in the quantitative part. Coding and MAXQDA software were used in qualitative part data analysis, and SPSS and AMOS software were used in quantitative part. The results of the qualitative data analysis of the research were categorized as follows: In this regard, the extracted categories were categorized as follows: Causal conditions: organizational learning, system attitude, and information technology. Key conditions: communication capital, human capital, and structural capital. Governing platform: partner banks, external theorists, government, and environmental conditions. Intervening conditions: obstacles and challenges including organizational factors, community conditions, individual factors, and lack of education and research. Strategies: policy making, strategic plan, and employee satisfaction and loyalty. Consequence: knowledge-based policy making, knowledge management, innovation, creativity and idea, and knowledge-based organization. The results of the quantitative part showed that the fit indices of the model indicate the confirmation of the model at the confidence level of 99%.

The purpose of this research is to design a model of predictive factors of entrepreneurial opportunities in international companies. The research method is applicable in terms of purpose, and qualitative in terms of its implementation. The statistical population of the research includes 17 managers and experts active in the field of entrepreneurship, and the sampling was done in a purposeful and snowball manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and pattern design were done in three stages of open, central, and selective coding. For data analysis, MAXQDA 18 software was used for coding. In the open coding stage, 305 preliminary codes were identified out of the analysis of the interviews. In the second stage; core coding based on research findings, the concept of entrepreneurial opportunities was chosen as the core phenomenon. Causal conditions were placed in the form of seven categories: unexpected events, changes based on industry and market structure, shortage based on methods, contradictory situation, change based on values and knowledge, new knowledge, and demographic characteristics; and the four main categories were selected include organizational strategies, market related strategies, business strategies, and effective performance management. Intervening factors were identified in two strengthening and weakening categories. Capital, corporate factors, social learning, gathering and studying information, individual characteristics, and social factors were determined as the background factors of entrepreneurial opportunities. Finally, the consequences of predictors of entrepreneurial opportunities were determined in two categories: financial and tangible, and non-financial and intangible.

The purpose of this research is the role of different emotional states of customers on the preference of choosing (type) of food. The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section. Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.

The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.