فصلنامه چشم انداز مدیریت بازرگانی
سال شانزدهم شماره 3 (پاییز 1396)

Identifying the nature of sales strategy and its elements as well as factors affecting sales strategic decisions creates competitive advantage for the organizations and ensures the organization's success in sales. So this study aims to present a comprehensive model on brand sales strategy and its antecedents and the relationship mechanism between them. To this purpose, grounded theory was used and data were collected through semi-structured interviews with sales and marketing professionals in Iran's FMCG industry. Interviewees were selected through theoretical sampling and theoretical saturation was obtained after 14 interviews. The results revealed that brand sales strategy includes six dimensions: end-customer portfolio, channel members relationship type, sales channels portfolio, sales outsourcing tendency, product portfolio, and market portfolio. The antecedents of brand sales strategy were also recognized and analyzed in terms of causal conditions, contextual conditions, and intervening conditions. Likewise, to complete the model, brand sales strategy formulation was identified as an action-interaction strategy and its consequences in FMCGs were analyzed.

The present study is aimed at surveying the factors effective on behavioral intention and adoption of mobile bank in Bank Saderat Iran. To this end a comprehensive and novel model was used. A new model was proposed based on literature review. The required data was collected using a questionnaire designed based on Likert’s scale. Participants included 207 customers of the bank in one month time period who were selected through convenient cluster sampling. Therefore, in terms of objective the study is an applied work and in terms of content, it is a descriptive-survey work. Statistical analyses results and hypotheses tests using SEM in AMOS showed that the factors performance expectancy, efforts expectancy, social influence, facilitating condition, price, and initial trust had positive effects on behavioral intention. Moreover, personal propensity to trust and structural trust were effective on initial trust. The results also illustrated that hedonic motivation, habit, and bank reputation did not have an effect on behavioral intention. Moreover, there was no relationship between bank reputation and initial trust. Finally, the results indicated that behavioral intention had positive effect on adaptation of mobile bank.

The aim of this study was to evaluate the effect of brand personality congruity, brand attitude and perceived value components (personal, social and functional). The study population includes clients of private banks in the city of Tehran. Data collection for this study was a questionnaire that its validity was confirmed by experts and respondents and reliability using Cronbach's alpha coefficient and composite reliability (CR) was calculated. Depending on the type of non-random sampling method was available; a questionnaire was distributed among 400 customers of banks. Of these, 352 questionnaires were collected using partial least squares method which is a method of structural equation modeling, were analyzed. For this purpose, the software was used SPSS20 and SmartPLS2.0. The results showed that the brand personality congruity, brand attitude and perceived value components, there is a significant relationship. According to the findings, it can be said that this research will lead to a better understanding of the mechanisms proposed test marketing is an acceptable basis for maintaining and increasing the value of the perceived customer banking services.

Brand competitiveness is one of the important issues emphasized in management and marketing literature in recent years. In today's world, the development of food industry market from one hand and increase in competitiveness among firms and customer's expectation on the other hand, has persuaded food companies to create a strong brand in today's competitive markets. The present study is aimed at studying and examining the effect of marketing innovation on brand competitiveness through the mediating role of technological opportunism among superior exporter firms of food industry products. Data gathering instrument was a standard questionnaire. For validity purpose, face and construct validity and for its reliability, Cronbach Alfa coefficient were adopted. The current study is practical in aim and descriptive-survey in data gathering procedure. Structural equation modeling was used to examine the research hypotheses and the effect of the conceptual model of the analysis. The results of the statistical model show that the proposed model fits the data and marketing innovation and technological opportunism have a significant positive effect on brand competitiveness while technological opportunism has a mediating role in the above relationship.

By improving the quality of services offered to their visitors, Tehran Book Fair, can expand. The service by maintaining the number of visitors, attracting new visitors, increasing the book fair activities, etc. In this study, after reviewing the literature. In the field of Quality Customer Service using two Gronos's model index , 2 indicator for technical and 13 for the functional service quality at the book fair is intended.Above indices with a given structure was confirmed by confirmatory factor analysis. And mean difference testing between communities showed that In 14 of the 15 index customers aren’t satisfied with services. Friedman's analysis also showed that among these indicators the worst Visitors is prices and discounts. And most motive for people to visit Tehran International Book Fair is informing from latest developments in the book market.

This study focuses on the effects of family communication patterns (FCP) on the child consumer's decision-making styles and influence on family purchase decisions, on the relationship between the emotional content of messages, and purchase behavioral intention of under studied children. The study is applied in terms of objective and is descriptive - survey, in terms of methodology.Data analysis in this research is done by SPSS21, and hierarchical multiple regression was used in this study. The findings suggest that the emotional content of messages has significant and positive effect on the intention of buying behavior, as well as family communication style has significant and positive effect on the relationship between the emotional content of the message and the intention of behavior; but the family communication style does not modify the existing relationship. On the other hand, massage pleasure and arousal feeling, either as the emotional content of the message, has a positive effect on loyalty to purchase, which is the only dimension of behavioral intention. The results show that, concept- Orientation/socio-Orientation communication style, just adjusts the relationship between pleasure of the message and loyalty to purchase and increase the strength of this relationship.

Organizations increasingly need people who openly express their new ideas and make valuable suggestions for change in order to proactively respond to the challenges of a dynamic business environment. Employees often have ideas, information, and opinions for constructive ways to improve work and work organizations. Sometimes these employees exercise voice and express their ideas, information, and opinions; and other times they engage in silence and withhold their ideas, information, and opinions. In this article we presented a framework that identifies 4 different types of employee voice behavior (supportive, constructive, defensive, and destructive) and its relation to the employee brand commitment and Employee brand equity. In this applied survey sampling method was of non-probability of the classification and to determine the sample size of the Morgan table and Cochran formula are used. Data has obtained from 373 employees at Shiraz University of Medical Sciences. To test the validity of questionnaires three approaches including convergent validity and content validity are used. Reliability test is also performed by Cronbach's alpha (0/86) and Composite Reliability methods. Structural equation modeling techniques and smart pls software was selected for verifying the hypotheses. The results showed a significant relationship between four types of voice behavior and employee brand commitment. The research also showed that a significant relationship between employee brand commitment and Employee brand equity.