فصلنامه تحقیقات بازاریابی نوین
سال دوم شماره 1 (پیاپی 4، بهار 1391)

Today organizations face great environmental turbulence، High levels of environmental turbulence can paralyze a firm’s operations. Actually outputs of organization process in this environments is depends on the firm’s ability to Change management and its flexibility. Since one of the important changes in the rapid change in turbulent environments is changing of needs and preferences of customers and also based on new marketing approach in order to attention to the customer''s needs; customer agility have been identified as one of the vital competences for the survival of organizations in turbulent environments. Given the critical role of customer agility in turbulent competitive environment، this concept has attracted attention of many researchers of management science in recent years. So how to achieve this important capability for organizations is vital and very little research has been done in this regard. Since one of the important tools to achieve customer agility in the organization are dynamic capabilities، Therefore in this research the model tof formation of customer agility in organization based on dynamic capabilities: IT competencies، entrepreneurial and market acuity to improve the output of the organizational process is presented and test in the electronics industry of Iran. This model is based on three management areas: strategic management literature in related to dynamic capabilities and the literature of entrepreneurship and information technology. Results from sample confirm the research model. Based on the result can be concluded that the dynamic capabilities of the organization will help to shape the customer agility and customer agility has a positive effect on quality and efficiency of the process output.

The purpose of this paper is to examine the relationship between «internal marketing» and «market orientation» considering the mediator variable of «Organizational Commitment» in Bank Mellat in Tehran City branches as a financial-service provider company. The questionnaire in this study was taken from the related literature; its validity was tested by the field experts as well as by factor analysis. The research methodology adopted in this study is descriptive and of correlational type and data was analyzed using Structural Equation Model. Research population consisted of Bank Mellat employees throughout Tehran. A sample of 323 employees was chosen by Cluster sampling and finally 261 questionnaires was gathered. Findings of this study show that there are positive correlation between Internal marketing and Market Orientation considering the mediator variable of «Organizational Commitment» in Bank Mellat Tehran.

Managing knowledge assets، organizational intellectual capabilities and strategic concepts of these capabilities have been addressed as important elements of organizational survival and competitive advantages. In knowledge-based organizations (KBOs)، knowledge is the main organizational asset، and organizational success depends on the ability of creation، obtaining، implementing and transferring the knowledge and intellectual assets. Thus، for taking benefit from the opportunities in dynamic environment and obtaining competitive advantage، organizations should manage knowledge and intellectual assets. Organizational intelligence (OI) is about using intellectual abilities of organization for obtaining the mission and objectives in competitive environment. The purpose of this study is to determine factors influencing competitive advantage of KBOs based on OI. Statistical population of this study includes the faculties of universities in Lorestan. Based on factor analysis (FA)، sample size has been estimated as 330 faculties. Findings imply that 66% and 61% of competitive advantage in KBOs have been described by structural intelligence factor and human intelligence factor، respectively. Also، knowledge strategies with 40% and 48% of R square coefficient have had the highest influence on structural and human intelligence.

Branding and brand management in the marketing world today has many fans. Make a strong brand is a goal for many organization. successful brands leads to increasing the trust in goods and services and enable customers to consider and Identification of their services. in service sector، Brands as a quick way to identify and differentiate themselves and create an image in the minds of their customers. Among the tangible aspects of a product or service، brand image is the most important thing to focus its marketing strategies، and they tend to highlight it in order to this، The service tries to communicate with their customers and the impact on customer perception of service they received، and make a desired image in the mind of the customer. The purpose of this article is to identifying the Intermediate role of brand equity in brand image and successful customer relationship. This study، based on aim، is an applicable research، and based on data collection method، it is a descriptive research. The using data was gathered by stable and reliable questionnaire from sample. Also، considering its data analysis method، it is a structural equation based research using PLS software. In this study the indirect effect of successful customer relationship on brand image was more than its direct effect and show the importance of brand equity in brand image improvement.

The Technology Acceptance Model (TAM) is one of the most influential measurement approaches for relating design alternatives to user acceptance of new information technologies or systems. The TAM emphasis on perceived usefulness and ease of use. The overall goal of this paper was to examine intention of the factors affecting electronic shopping by using the approach of expansion TAM. In this paper، in order to develop the technology acceptance model uses Security، consistency and normative beliefs as other aspects that have significant impact on the acceptance of electronic shopping. In this survey study 280 student of university of Isfahan who were selected by randomized stratified sampling، completed Teylor and Todd (1995)، Compatibility and Normative Beliefs Vijayasarathy (2004) and Security Salisbury (2001) questionnaire. The findings indicated that security، ease of use، consistency and usefulness are significant predictors of attitudes toward intention e-shopping and Normative beliefs had a positive effect on intention to electronic shopping. The Perception of examine intention of the factors affecting electronic shopping lead to improvement and development of these factors and encouraged users to more e-shopping.

Employees are one of the most critical elements of service organizations. Role of them is important in delivered services to customers. Executing an internal marketing plan lead to training، motivating and conducting of personnel and higher level of their satisfactions. Therefore they are be able to make higher quality of services for customers. They ultimately make better performance in service organizations. This issue is very important and in this research has been attempted to consider main elements of internal marketing and distinct its effects on organizational performance. In order to consider this case، a questionnaire was made and distributed among managers and employees of travel agencies. Then collected data from 72 questionnaires were analyzed using Structural Equation Modeling and Amos software. In this research، internal marketing is an independent variable and organizational performance is a dependent variable. Findings of research confirm the conceptual model. These findings showed that internal marketing has direct and positive effect on organizational performance.

Locating branches of finance and credit institutes and banks is one of the most important and strategic decisions in the field of banking. This task is more significant in private institutes than state banks because of budgetary limitations of private institutes. Accordingly، this kind of banking needs acceptance and usage of modern technologies like GIS in order to increase customer satisfaction. So in this research، with the title of A model for branch locations selection of Ghavamin institute، that was done by considering viewpoints of thirty managers، chiefs of branches and experienced employees in Rasht city، the aim was determining appropriate sites for establishing branches with using quantitative approaches (one sample t-test for identifying criteria) and qualitative approaches (Analytical Hierarchal Process (AHP) for identifying weights of criteria) with help of SPSS، Expert Choice، GIS and LINGO softwares. It was resulted that with respect to achieved criteria and usage of Maximum Coverage Location Problem (MCLP)، the coverage of 95% of demands in the research area with establishing four branches in the specified points (other than four existing branches) can be reached.

Ever changing of business trends and increase of competition among companies has made the surrounding environment of organizations، more different. Diagnosing the future business trends and moving through theses in the way that organizational goals might be achievable، highlights the importance of marketing research existence and concept such as market orientation. The objective of this study is evaluating the effect of market orientation on job attitude that is essential for internal marketing. The research is of applied type and the research method is of descriptive survey type. Testing hypothesis and measuring market orientation were drived from the market orientation scale of narver and slater (1990) and measuring job attitude were drived from standardized scales. The Statistical population of this research includes the commercial banks in boushehr. Using appropriate statistical methods 234 individuals were chosen as the sample. Cronbach''s Alpha coefficients serve as indices for reliability analysis to determine whether internal consistency is ideal. The Alpha coefficient of questionnaire question items in this research has been approved the data analyzed by person correlation and regression using spss. The result of data analysis indicate that market orientation effects on job attitude، also component of market orientation effects on organization commitment، job satisfaction، and also customer orientation and interfunctional has impact on intention of leaving. None of the component of market orientation has impact on role conflict and competitor orientation has none correlation with the intention of leaving. Finally، the suggestions has presented for improving performance of commercial banks and facilating future research.

The most important marketing activity of the owner/manager of SMEs is to concentrate on Entrepreneurial promotion methods of their businesses. Entrepreneurial Promotion plays a leading role in progress and development of SMEs.There has been an emerging attention on the Concept of promotion and the role of its elements on the progress of SMEs in marketing researches. The purpose of this paper is to identify and Document promotion methods in small and medium sized businesses of the textile industry especially in Iran. In order to identify the concepts and methods of promotion we conducted a quality research by interviewing the owner/manager of SMEs to present practical results in this context.

Variability of competitive rules in the business world has been made the process of presenting new products to markets have considerable importance. Rapid growth of technology، increase in the risk of world markets and daily variation in the customers` needs have brought a lot of pressures to the product development teams. However، the process of new product development (NPD) is always associated with high uncertainties and complexities. To be successful in completing NPD project، the existent risks should be identified and assessed. On the other hand، the Bayesian networks as a strong method in the decision making modeling of uncertain situations has attracted a lot of attentions in various areas. These networks provide a decision supporting system for problems with uncertainties or probable reasoning. In this paper، the available risk factors in product development in one of the electric company has been identified firstly and then utilizing the Bayesian network، the relations among them have been modeled to evaluate the available risk in this process. To determine the primary and conditional probabilities of the nodes، the viewpoints of experts in this area has been used. The available risks in this process are divided to High (H)، Medium (M) and Low (L) groups and investigated in the AgenaRisk software. The results from software output show that the percentage of being high risk is 50. 7، Medium risk is 30. 2 percent and low risk is 18. 9 percent for developing the product. In addition، Predictive support and Diagnostic support have been performed on the model with two different scenarios.