درخت حوزه‌های تخصصی

The purpose of this study was to investigate the effect of scenario planning on strategic innovation considering the mediating role of strategic thinking and strategic flexibility. This research is applied in terms of purpose and descriptive survey in nature. The statistical population of the study is the manufacturing companies of Bushehr province. In order to determine the sample size, the test-software method (G-Power) was used. Based on this, 222 observations were calculated. Using a simple random sampling method with the online survey, 176 questionnaires were finally received by the researchers. Data analysis was performed using the structural equation method and Smart PLS 3 software. Research findings showed that scenario planning has a positive and significant effect on strategic innovation. The mediating effect of strategic flexibility and strategic thinking in the relationship between scenario planning and strategic innovation is also significant. The present study expands the management literature by filling in research gaps. Organizations today need to change their past strategies to be able to understand and meet customer needs faster and more competitively than other competitors.

Price is one of the most significant factors in competing in the retail market. This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables. Having analyzed KIOSERT analysis and been sure of accuracy in variables choice, the interpretive-structural modeling was used at the level of categories. The outcome of interpretive-structural modeling was a two-level model, in which the first one consisted of ‘services’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’, and in the second level, the variables consisted of ‘competitors’, ‘buyer factors’, ‘price and promotions’, and ‘sale policies’. In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage. Accordingly, the ‘competitors’, ‘buyer factors,’ ‘price and promotions’, ‘sale policies’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’ belong to linkage variables and ‘service’ variable, by itself, belong to independent variables. 

Given the growing importance of foreign trade, especially for Iran, as well as the importance of the Commonwealth of Independent States (CIS) , the main purpose of this study is to examine Iran's trade potential with the CIS during the time period 2014-2018. In this regard, by using Allen and Drysdale indices, we have firstly examined Iran's trade similarity with CIS countries. Then, the competitiveness has been evaluated by calculating RCA and Lafay indicators. Finally, based on RCA, Lafay and total trade potential criteria, Iran's trade potential with CIS countries has been measured. According to the study, Iran's trade potential with the CIS region varies between $ 19 billion and $ 30 billion during the time period, and Iran has used only less than 10 percent of its existing trade potential with this region. During the period, Iran has a comparative advantage in more than 400 commoditiy groups, and according to the RCA index, the most important competitive commodity groups are generally primary goods, based on natural resources, agriculture and oil. Also, according to the Lafay Index for 2018, Iran has about 500 commodity groups with a positive index, and there is a significant balance in favor of this group of commodities. Given some significant capacities and advantages over the CIS, Iran should develop its trade with this region, taking into account national interests.

Purpose: The purpose of this study is to evaluate the impact of marketing strategies on entrepreneurial risks and determine their ranking. It is possible to rank marketing strategies to make the best decision to deal with the risks facing businesses. Methodology: Based on preliminary studies conducted on SMEs in Iran, a four-part questionnaire with a five-point Likert scale was provided to entrepreneurs and managers of SMEs in Tehran. Data related to 20 questionnaires were analyzed using SPSS software. Cronbach's alpha method was used to determine the reliability of the questionnaire. Finding: The results reveal that financial strategies, customer, relationships and online marketing do not have the same effect on entrepreneurial risks and we can rank them. Also, in examining the impact of business strategies on risks, the results showed that planning strategy has the greatest impact on reducing credit, operational and liquidity risks whilst relationship strategy has the greatest impact on reducing market risk. Online marketing strategy has the least observed effect on reducing credit risk and operational risk, and direct marketing strategy and financial strategy have the lowest effect on reducing liquidity and market risks. Conclusion: The effect of business strategies on reducing entrepreneurial risks is confirmed and we can rank strategies based on their impact on the risks facing businesses. Entrepreneurial risks can be reduced by using marketing strategies, and in conditions of uncertainty, the use of knowledge and expertise of marketing consultants can lead to improved decisions of entrepreneurs, resulting in sustainability and growth of businesses.

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.

Public service advertisement concentrates on beliefs and attitudes of its target audiences. The aim to examine the effectiveness of public service advertisement through the hormonal marketing approach. This semi- experimental research which involves pre-test and post-test phases consists of two groups, that is, a test group and a control group. Some female students at the University of Mazandaran who were chosen by matched sampling formed the statistical population of this study and were divided into two groups of ten. These people were asked to watch a video with the theme of public service advertisements. Before and after watching the video, blood sample was taken from each person, and every individual was given a gift card and a choice to donate them to charities or keep them to themselves after watching the video. SPSS version 18 was used as the software for data analysis and hypothesis testing. The results revealed that public service advertisements affected the oxytocin hormone secretion, but this have not any impacts on donations made by the test subjects and public service advertisements didn’t influence charitable donations. Changes to oxytocin hormone in response to the effect of public service advertisements was affected by individual differences which depended on personal attributes, location and characteristics.

The high transparency and ability of consumers to transmit advertising content quickly in the modern age require that organizations consider authenticity and interaction with customers among their top priorities and combine consumer-generated advertising (CGA) with their own marketing strategies in order to respond to these priorities. This study aims to investigate the factors affecting consumers' attitudes and willingness toward consumer-generated advertising and its effect on brand loyalty and attachment. This is an applied study conducted using the descriptive correlational survey method. Its statistical population consists of dairy consumers of Kalleh Company in Mazandaran Province. A total of 460 questionnaires were distributed by stratified random sampling and descriptive and inferential statistics was used for data analysis. Structural equation modeling and Smart PLS2 were used to test the hypotheses. The reliability of the questionnaires was determined by Cronbach's alpha test and composite reliability coefficient. Results showed that brand attachment had a significant positive effect on attitude toward advertising production and willingness to participate in advertising production. Attitude toward advertising production has a significant positive effect on willingness toward CGA as well as on brand loyalty. It was also shown that brand attachment has a significant positive effect on loyalty. The rapid changes in technology and the development of effective advertising in the modern businesses require defining the concept of CGA, which is addressed in the present study. Also, based on the results of this study, brand attachment increases customers’ willingness toward and participation in CGA. An increase in customers' willingness and involvement in advertising production will also increase their loyalty.

Brands are a symbol of product identity and even of human beings because much of a person's future success depends on his or her personal abilities and the use of available devices to build and develop a desirable image of oneself. Using personal branding can also be a tool for achieving professional success for athletes. The present study, regarding the purpose, is applied-developmental and, regarding the nature and method of data collection, is descriptive-correlational. The statistical population of this study consists of athletes in Sanandaj. From this population, using non-random sampling and based on the researcher's decision, 100 people were selected as sample members among the athletes of the city. The main tool for data collection in this study is a standard questionnaire and its validity was confirmed by professional professors in the management discipline and its total reliability was above 0.7. Regarding the type of research and variables, SPSS software and PLS software have been used to analyze statistical data and test research hypotheses. Based on the results of testing the hypotheses, all the used factors have a significant effect on professional success, among which self-modeling has the highest impact and self-promoting has the lowest impact on the professional success of athletes.