فصلنامه چشم انداز مدیریت بازرگانی
سال یازدهم شماره 4 (زمستان 1391)

The role of the supply chain at competitiveness in various industries including automotive industry; have been examined by many researchers in recent years. The automotive industry is considered as one of the main development indicators of the countries. The major objective of Iranian automobile manufactures is to reach production of three million units per year up to the next 10 years. With this regard, the more prominent role of the supply chain in achieving goals will be highlighted. This study aimed to identify practices of the supply chain and examine their impact of mentioned practices on competitive advantages and organizational competitiveness. Therefore, due to the importance of automotive industry, the statistical universe of supply chain was selected including SAPCO (as the supplier), Iran Khodro Company (as the manufacturer) and ISACO (as after Sales Service Company). The expertly opinions of 110 business executives were collected. In this study, structural equation modeling technique was applied to analyze the data. The results indicate that the supply chain power has a significant and positive effect on the organizational competitiveness and it also has a significant and positive effect on competitive advantage. Needless to mention that the manufacturing Factors of supply chain has the most significant relationship with supply chain power. With this respect the prominent role of technology in the supply chain was approved.

This paper aims to investigate the behavior of Iranian consumers with regards to green products. Therefore the data was collected by a questionnaire of 34 items. The respondents were 272 citizens of Tehran with minimum high school diploma education. Correlation analysis, t-student, and one-way ANOVA tests used for analyzing the collected data. The results show a positive correlation between green purchase behavior and general environmental behavior with environmental beliefs, between perceived qualities of green products with previous experiences of consumers regarding using green products, and finally between perceived qualities of green products and green purchase behavior. However, there is not any significant correlation between word-of-mouth (WOM) and perceived qualities of green products. The results show, regarding positive beliefs of Iranian consumers about environment and its positive correlation with green buying behavior, if consumers are assured of the good qualities of green products, they will purchase them. But there is no significant correlation with the word of mouth and the perceived quality.

Today, organizations are in need of effective methods of communicating with the customers. That is why many organizations use integrated marketing communication. The basic issue in the present study is how the banking network and financial and credit institutions, may appropriately use this newly-emerged model? The main objective of this research is to identify the components affecting integrated marketing communication. With regard to data collection, the present research is descriptive-analytical and is a case study in which the semi-structured interview tool and theme analysis technique have been used. In this process, the snowball judgmental sampling method has been used. The research community comprises of experts from three departments of public relations and advertising, market development, and research and planning center of Mellat bank headquarters. The number of selected samples equals 10. The results show that this bank has not been really successful in implementing integration and should pay more attention to this approach.

This study aimed at identifying and analyzing the effective components on successful management of science and technology parks. A sample about 159 of managers, specialists and the managers of tenants of 8 science and technology parks completed the questionnaire. The path analysis was used because the aim of this study was examination the effect of independent exogenous variable (culture) and independent endogenous variables (environment, human resource and structure) and direct and indirect effects of these variables on the dependent endogenous variable (management). Independent exogenous variable, culture, has significant effect on dependent endogenous variable (management) and independent endogenous variables (environment), but it doesnt have significant effect on independent endogenous variables (human resource). Among the independent endogenous variables, human resource and structure have has significant effect on dependent endogenous variable (management), but environment doesnt have significant effect on management.

Today, electronic banking services are growing and the use of electronic banking services is almost epidemic. Therefore, offering services with high quality has become a competitive advantage. This study investigated the effect of electronic service quality on customer satisfaction and intention to re-use of electronic banking services of Bank Mellat. For this purpose, a model of electronic service quality is used to investigate the effect of these services on customer satisfaction and loyalty. Type of this study is Descriptive – survey. Statistical Society is users of the Bank Mellat website. Theatrical contents collected from library and internet. The data obtained from a combined questionnaire. In this study, structural equation (confirmatory factor analysis and path analysis) is used for data analysis and hypothesis testing. Results indicates that first the applied model is a theoretical model that strongly predict an effect from quality of electronic services on satisfaction. Secondly, the effect of exogenous variables means efficiency, privacy and responsiveness on satisfaction was proved. But effect of availability, fulfillment and contact was not confirmed. Finally the effect of satisfaction on intention to re-use was confirmed.

In recent years the role of chain stores in distribution systems of Iran has been paid more attention. Managers of these stores are seeking to reinforce their customers` brand loyalty. This research investigated the effects of brand identification and brand-customer personality congruency on brand loyalty in Shahrvand chain store as a conceptual model. The Sample of 167 customers in Tehran by convenience sampling was selected. Tested hypothesis by way of Partial Least Square using PLS Graph software showed that: brand-customer personality congruency has positive effect on brand identification (β=0.411, t= 6.442), brand identification has positive effect on brand loyalty (β=0.665, t=10.987). Results indicated that brand-customer personality congruency has no effect on brand loyalty.

Today''s organizations have created unique value for their customers by utilizing the features of information and communication technology. According to the importance of customer’s satisfaction and loyalty to service organizations، quality is one of the most important issues in their competitiveness. Due to the importance of electronic services quality to the brokerage firms، this paper by using cross sectional descriptive survey research، seeks to identify the most important dimensions of electronic services quality provided by brokerage firms. For this purpose، the e-service quality dimensions were identified through conducting studies and surveys from academic and financial services industry experts by using Shannon entropy، and proposals have been presented to improve the e-services quality of brokerage firms. Results indicate that privacy and efficiency are two most important dimensions for brokerage firms. Therefore، providing security in a way that it prevents the violation of customers’ privacy and also paying attention to the website features in order to create pleasant experience in customer’s، affect customer’s trust and satisfaction. Reliability، system availability and content / quality of information are other important dimensions of e-services quality that should be considered by brokerage firms offering online services.

The objective of this paper is to understand the relationship between sales skills and salesperson performance with the mediating role of Job Satisfaction. This was a survey and the aim was practical. The salespersons at active companies in manufacturing and distributing Hygienic & Cosmetics products constituted the population. A proportionate stratified random sampling applied. Data were gathered through sample. 188 questionnaires received. linear regression، Spearman correlation test، partial correlation test and Baron and Kenny’s methodology of mediator variable distinction were used for analyzing the data. The findings showed that the relationship between Sales Skills and Salesperson Performance among experienced Salesperson was positively direct. Also Job Satisfaction was showed to improve the influence of Sales Skills on Salesperson Performance.

Nowadays، technological، economical، political changes and costumers’ needs and expectations، etc have strongly affected organizations، and in order to survive، the organizations need to adopt themselves to these changes. All organizations، including banks، have begun to rethink about what and how is giving service to informed and expected customers. The capability of companies in understanding and responding to technological changes is called technological opportunism، which according to ever changing condition of organizations is regarded as a vital capability. However، the exact effect of technological opportunities on companies’ performance is not clearly known. Therefore، in this research، the relation between technological opportunities، market orientation and company function has been investigated، and it is also attempted to determine the factors affecting technological opportunisties in eight public and private banks. The results of the study suggest that technological opportunities are a strong fiscal stimulus of company’s performance and increase the gain and income of the company. Also، the positive effect of technological opportunities on company’s performance decreases when the market orientation increases. Among investigated variables affecting technological opportunities، organizational culture and top manager’s advocacy of new technologies، have positive effect on technological opportunities. This clearly shows the importance of culturalization and attention of top managers to technological changes.

Nowadays psychological and mental activities on brand loyalty are very important on transaction volume and incomes'' companies. So the purpose of this paper is to investigate the effects of psychological processes of brand identity and brand personality on traditional brand loyalty model (perceived value، satisfaction & trust) and also mediation role of brand personality between brand identity and this model. Regarding research methods، this study uses descriptive survey method. The population of this study is selected from banking، and cosmetics-health industry consumers. Data is collected from 198 questioners that are distributed via online services. The results show that unique specification of product of a special brand causes brand is identified by consumer and perceived value goes up. Following this process consumer trust increases and leads to higher brand loyalty. Finally the mediation role of brand personality is played by the effect of brand identity on traditional brand loyalty model. At last should be noted that the results of this study have an important role on the decision making of marketing manager of company and organizations and causes that they consider these psychological items from the beginning of creating brand loyalty process.