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.

The core capital of many businesses is their brand. Today companies not only use the brand to differentiate themselves from competitors in the market, but also use the brand to reach the minds and hearts of customers and create a special emotional relationship with them. In this study, due to the great differences between consumer markets and industrial markets, the factors affecting in industrial brand equity have been investigated. The statistical population includes all companies producing composite products and unsaturated polyester resins and vinyl esters in Iran. Due to the limitations of competitive industrial markets, the Convenience sampling method has been used and to test the research hypotheses, structural equation modeling based on the partial least squares method has been used. Research findings have shown that Consumers’ understanding of brand characteristics, Consumers’ brand evaluation, Consumers’ affective towards the brand and customer behavior towards the brand have a positive and significant effect on the brand equity. Also, brand awareness and brand association have a positive and significant effect on Consumers’ understanding of brand characteristics. Reputation, leadership, quality and distinction or uniqueness of the brand has a positive and significant effect on customers' evaluation of the brand. Brand satisfaction, brand commitment, brand trust and brand identity have a positive and significant effect on consumers’ affective towards the brand. Finally, willing to pay a price premium, Word – of – mouth (WOM) recommendation, brand usage and Acceptance of brand extensions has a positive and significant effect on customer behavior towards the brand.

The main purpose of the present study is to identify and investigate the factors affecting the revisit intention of a tourist destination and to prioritize them based on their level of importance. There are many factors that influence the revisit intention of a place, however, not many studies have been conducted to address the issue of identifying and prioritizing them. Accordingly, this study seeks to fill this gap. This study identified more than 200 factors through a comprehensive literature review and expert’s opinions and classified them into 17 main factors. These identified factors were then provided to tourism experts and they were then rated, using the Delphi method. Ultimately, 3 factors were removed and 14 factors remained as factors affecting the revisit intention. The prioritization of these factors and their importance was established using the Multi-Criteria Decision Method, i.e. the Best-worst method (BWM). The results showed that the behavior and culture of local people in a tourist destination is the most important factor for tourists in leading them to revisit that destination. The perceived value factor was ranked second and the motivation factor was ranked third, in this respect. Moreover, the factor of Word of Mouth (WOM) was the least important factor and therefore was ranked last. The findings of this study are useful in helping tourism marketing and branding strategists to focus on the right metrics to make more effective decisions and encourage people to revisit tourist destinations.