معصومه حسین زاده شهری

Having a comprehensive view of digital marketing capabilities is essential for companies to survive in the revolutionized digital world. Specifically, in B2B commerce, is a game-changer, turning complex sales cycles into efficient that boost client engagement and drive rapid growth. Accordingly, the purpose of the present research is to design a model for developing digital marketing capabilities in B2B markets. Emphasizing B2B marketing, this research has adopted a qualitative approach. A model is developed through grounded - theory and in-depth semi-structured interviews with 12 experts of medical and industrial gases industry. The collected data has been analyzed with the three-step coding method and Nvivo10 software. The data has categorized into 6 main categories including; casual conditions (dominance of the Internet, development of international relations in B2B markets and digital marketing features), intervening conditions (manager's attitude and cooperation of different units of organization), contextual conditions (changing the way B2B customers choose suppliers and predominance of classic approach in B2Bmarkets), methods (e-mail marketing, website, etc.), consequences(customer retention and loyalty and increasing the growth rate of the organization) and main phenomenon (development of digital marketing capability in B2B market). This model provides a comprehensive mental framework for the managers of this field regarding the capabilities of digital marketing.

Service providers are central to the growth and competitiveness of platform-based businesses. Their collaborative and conscientious behavior plays a pivotal role in driving value co-creation across these digital ecosystems. This study examines how service providers’ conscientious behavior on the Instagram platform facilitates effective value co-creation, highlighting its pivotal role in creating mutual benefits for both providers and service recipients. This study is applied research aimed at examining service providers’ collaborative behavior on the Instagram platform and employs a descriptive survey design. The statistical population comprised all Instagram users acting as service providers, with a purposive, non-probability sample of 235 participants. Based on theoretical foundations and prior studies, collaborative behavior was conceptualized through four dimensions: conscientious behavior, personal interaction, informational behavior, and altruistic behavior. “The validity of the research instrument was assessed using confirmatory factor analysis, and reliability was confirmed through Cronbach’s alpha and composite reliability. Following data collection, K-Means clustering was applied to classify service providers, and research hypotheses were tested. The results identified two clusters: conservative conscientious service providers and perfectionistic conscientious service providers. Further analyses indicated significant relationships between informational behavior, altruistic behavior, and personal interactions with both clusters. Additionally, significant differences were observed in altruistic behavior, personal interactions, and informational behavior between conservative and perfectionistic conscientious service providers.

Innovation in developing platform businesses is very significant nowadays due to the importance of businesses and their role in economy. As businesses will use in future the collective wisdom and extra-organizational knowledge, applying open innovation in the businesses seems to be a must. The expert participants of the research are twelve specialists and managers of platform businesses. Reviewing the theoretical foundations, four factors were extracted from the opinions of experts: attraction capacity, networking and network management, knowledge and technical capacity, and collaboration capability. Taguchi experiment design method was used for determining the role of the factors. Four levels is defined for each factor (between 0 and 0.25 for level 1, between 0.25 and 0.50 for level 2, between 0.50 and 0.75 for level 3, and between 0.75 and 1 for level 4). Using Qualitek software sixteen scenarios extracted. For determining the optimal scenario, questionnaire and fuzzy Taguchi experiments were used. The results showed that the appropriate level of platform development indicators using open innovation should be at the fourth level (0.75-1) for all four factors. That is, all four factors impact drastically the development of platform businesses. Moreover, the results of variance analysis showed that the importance of the factors in the development of the platform are, respectively, knowledge and technical capacity (42.70% of participation), attraction capacity (24.37%) and networking and network management (21.09%), and collaboration capability (6.84%).