فصلنامه مدیریت بازرگانی
سال سوم شماره 9 (پاییز 1390)

In this research we seek to recognize the status of marketing information systems and its weaknesses in medium and large size food industries. We abandoned all organization diagnosis models and conducted Mcleod and Rogers Model as one of the most popular models in similar researches. Since marketing affairs is more important and sensible in food industry than others, the research was done in this sector. We collected data by a questionnaire developed based on the research model with a sample of 120 people consisting of marketing managers and expertise from the statistical society. After data analysis and recognizing the status of marketing information systems, we brought up some solutions to improve the weaknesses in two government and industry levels. Some of the big weaknesses are using old hardware, diagnoses in marketing operations, not having enough support from executive managers and enough accessibility to marketing information resources.

Building retailer equity increases revenue and profitability by insulating retailers from competitors. Store image is the basis of retailer equity, but extant literature offers little in sight in to the empirical research which takes store image dimensions as antecedents of retailer equity. This paper establishes a theoretical and empirical basis that shows the impact of selected store image dimensions on retailer equity. This article propose a conceptual frame work in which store image dimensions are related to three dimensions of retailer equity, i.e., retailer awareness, retailer associations, retailer perceived quality. These dimensions are then related to retailer loyalty. The empirical tests using a structural equation model support the research hypotheses. The results indicate the positive effect of convenience, perceived price, physical facilities, employee service and institutional factors on retailer equity.

The main purpose of this research is to evaluate the effect of commercial brands on customers’ loyalty and behavior to hygienic products. Here a commercial brand is under assessment about its credibility among consumers in relation to customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait consumers and its relationship with customers’ loyalty and behaviour. In this research the model presented by Sweeny and Swait containing seven aspects has been considered: brand credibility, continuance commitment, loyalty commitment, customer behaviour, customer satisfaction and desire to change the brand and purchase recommendation. This research is descriptive and accompanied by a questionnaire. The validity of this questionnaire has been approved by statistical advisors and its reliability is about 95.4%. Obtained results from analysis of collected data show that credibility and customers’ acceptance is not satisfactory and most individuals with lower income of 500$ a month usually buys this brand due to its reasonable price.

The purpose of current study is to explore the influence of word of mouth (WOM) on the purchase of local made cars. This study has been done about Samand from Iran Khodro Company in the city of Isfahan. The statistical population of the study is purchasers of Samand automobile in city of Isfahan. Data gathering method was cluster sampling approach. Results indicated that¬ WOM is the main information source for purchasers of Samand. Further, the influence of WOM is determined by perceived source expertise and similarity with source. Perceived psychological and functional risks moderated the effects. Findings of this paper can help¬ Iran khodro and other carmaker companies to position messages of WOM¬ in their favor.

How to achieve sustainable competitive advantage, the debate is in services, challenging, as known services are the intangible nature, heterogeneous and inseparable, so branding in this part with the goods sector faces different challenges and problems. Therefore, this article aims to examine the factors affecting the coliseum branding Tehran International Fair has been made. First review the background of a set of indicators related to each of the factors that affect international branding exhibition coliseums were collected, the needed data for article has been collected by 600 user trade fair services. In this article, research method was survey and correlation. For examine assumptions has used SEM. Findings of the study indicate that the three main factor of advertising, lecture & Congress Coliseum and welfare facilities influence on branding Exhibition Centers.

Researching the domain of competitive advantage, are carried out at the levels of entity or industry. But a broader perceptive which is the investigation of competitive advantage at national level and more comprehensive level has been rarely taken into account by researchers. To solve this problem, in this article, relying on a efficiency – oriented approach and paying attention to the inputs of each country. The efficiency of each country is examined in competitive advantage. As a whole porter diamond model defines, 6 input elements, for examining competitive advantage of countries. Considering the previous research which is done on this model has resulted in gratification of this model, the researchers have tried to calculate the efficiency by selecting a suitable data envelopment analysis approach. Regarding the selection of 112 countries and 12 input criteria and 2 output criteria, it was shown that having 68.67% of efficiency Iran is ranked 70th. Examining the efficiency a during 2000-2003-2006 results in a continuity of efficiency significance. In this way, Iran, by a great growth of efficiency which is the result of the decrease in Manufactures imports and the increase in direct foreign investment has obtained the efficiency in 2006.

This article has been formulated based on the strategic planning of the university. Vision formulation has been done based on the model presented by J. Collins and J. Porras (1996). The Model includes two sectors, which are core ideolgy and envisioned future. In this article the envisioned future of the university and its vision have been formulated. Envisioned future itself is included in two sections; big, hairy, audacious goals (BHAGs) and vivid description. As shown in the results, the big, hairy, audacious goals of Vali-e-Asr University of Rafsanjan have been identified based on confirmatory factor analysis and the vivid description have been written based on BHAGs. At the end envisioned future & vision have been formulated.

As a fascinating concept and intriguing research area, “intelligence” finds strong appeal in many disciplines outside of individual and cognitive psychology. One of the disciplines that provoked increased interest in the importance of intelligence is the management and organization development literature. Even if we disregard the entire literature in which organizational intelligence was supposedly aggregated the term is still ambiguous in the context of organizational development scholarship. This is true because there is a lack of a unified theory of intelligence in organizational settings as noted by the numerous and fragmented perspectives and ideas of researchers in the field. So in this article we attempt to describe this concept and compare private and governmental banks based on organizational intelligence. This research is a practical survey that we had gather 429 employee's response of two privates and two governmental banks with questionnaire that introduced by Albercht. This questionnaire has 49 questions. Findings of research are indicating organizational intelligence of private banks is more than governmental banks.

Selection of appropriate strategies is one of the important principles to achieve profitability in the business models. One of the most important of these strategies, Is Use of appropriate pricing strategies in order to have the correct and satisfy product pricing process, the factors that affect pricing should be Identify and control. PLC as Organizational factors affecting Group is of the main one influencing the decision-making and the use of different pricing strategy. Time of occurrence of each stage of product life and provide a constant timing pattern for each product, is impossible. The important things are timely diagnosis and achieving effective strategy at the right time. Since price and product are closely correlated, the main goal of This study is re-test the PLC model in order to obtain the appropriate pricing strategies in various stages of product life cycle. In this study, the pricing as one of the most important element in the marketing mix is selected and the impact of appropriate selected pricing strategy on PLC has been studied in small home appliance industry. The results show that a graph of PLC can be used as a tool for obtain the appropriate pricing strategies.