فهرست مطالب احمد روستا

In recent years, the importance of small and medium-size enterprises (SMEs) as the backbone of countries' economies has become clear to everyone. Export has been suggested as one of the strategies of such companies to develop the market, more possibility for survival and internationalization. But SMEs are less likely to succeed because of their limitations than large-size enterprises. Therefore, frameworks and models have been developed to assess the readiness of such enterprises to do so. But Iranian SMEs are experiencing completely different conditions that require other frameworks and models to do so. The present research creates a framework for assessing the export readiness of SMEs using a mixed method (Grounded theory method for theorizing and theory-testing using parametric statistical methods). In the theorizing phase, 25 interviews were conducted with qualified individuals and the framework was constructed based on 6 main-categories and 25 sub-categories. Then, different statistical tests were performed on 198 samples to confirm the framework from different dimensions. The results showed the importance of all main-categories, sub-categories as well as their constituent indicators. Other tests performed on quantitative samples also revealed other interesting results.

This research aimed to design a model for the acceptance of new health services based on the mixed-method exploratory analysis. In the qualitative part, the emerging design of grounded theory was used. The required data of qualitative part were obtained through 18 in-depth interviews with marketing professors and medical experts, and also 20 interviews with the customers of the Royan Institute’s Cord Blood Bank. The data were analyzed through open coding. To examine the validity of the qualitative part, the processes of member-checking, peer-checking, and triangulation were used and inter-coder reliability and test-retest were applied to measure its reliability. The final conceptual model was designed with 7 major categories (including the quality of services, the characteristics of services, perception of acceptors, individual factors, innovation features, reference groups, and sources of information), 22 subcategories, and 93 concepts. The findings obtained in the qualitative phase resulted in the development of 7 scientific propositions that were analyzed in the quantitative part. In the quantitative part, the researcher’s 93-item questionnaire was used in order to gather the data from 404 customers of the Royan Institute’s Cord Blood Bank through simple random sampling. Convergent validity, discriminant validity, and Cronbach's alpha were used to measure the validity and reliability of this part. The data were tested using structural equation modeling. Measures of goodness of fit showed that the factor structure of the designed model was suited to the data and the model was confirmed.

The aim of this study was to develop an export readiness assessment model for SMEs in Iran.

Due to the inadequacy of the models presented in the literature to explain the concept of export readiness, a qualitative research method based on a system-based data approach was used. The statistical population of this study consists of experts, managers, consultants and experts related to small and medium enterprises, of which 25 people were selected to collect information through in-depth semi-structured interviews.

Data analysis led to the identification of secondary and pivotal categories as well as the relationships between them in the form of a paradigmatic model of export readiness assessment including pivotal category (export readiness-5categories), causal conditions (2categories), intervening condition (6categories), strategies (5categories), background factors (2categories) and consequences (5categories).

Conclution:

 From the analysis of the findings of study, it is inferred that the implementation and promotion of export readiness of small and medium enterprises requires proper planning for all identified factors around it.

One of the new and emerging concepts in the Branding Industry is the Comprehensive Brand Development, which plays an important role in increasing market share, number of customers, and making a distinct distinction.

The purpose of this study was to predict universal branding in organizations organizing non-academic educational events based on qualitative and quantitative approach.

In order to achieve the research goal, the mixed method was used. The two sections were qualitative and quantitative. In the qualitative section, interviews with experts in the education and branding industry were used. The coding method was used to analyze the information obtained from the interview. Inclusive branding model includes individual factors (individual competencies, human relationships, self-confidence, continuous effort and individual attractiveness), organizational factors (corporate credibility, corporate social responsibility, organizational identity, organizational image and organizational brand value), management factors (manager's attitude) Branding, managerial competence, branding planning, branding process monitoring, and environmental factors (advertising, financial reasons, and social environment).

The Delphi method was used to confirm or reject the components of the qualitative stage which confirmed the results of the interview with the experts of the extracted factors in the qualitative section. Then, structural equation modeling was used to test the model. 407 managers, assistants, and experts from companies and non-academic non-university training institutes participated in the study.

The results showed that individual factors, organizational factors, management factors and environmental factors predict pervasive branding.

In this paper we present the structure of “customer disvalue” phenomenon as the complementary concept for customer value. Authors, who are proponents of humanized marketing, rely on the lived-experience of customers as the primary source of data in order to grasp a first-hand understanding of the phenomenon that has been profoundly shadowed by objectivism of economics. The research is based on a descriptive phenomenological method as introduced by Paul Colaizzi. The findings of the study illustrate the distinct essence of customer disvalue experience that differentiates it from interconnected notions like cost, loss, and dissatisfaction. The authors discuss the origins of  customer disvalue as a key issue, how it is generally overlooked in value models, and how its integration into marketing value theory offers it a greater depth and brings about a better understanding of customer behaviors.

This research aimed at designing a model for the acceptance of innovation-based services of umbilical cord blood banks as a new approach in health marketing. It is an exploratory qualitative research based on the grounded theory and heuristic analysis. The research data were obtained through interview with a sample of 18 marketing professors and 20 customers of the Royan Institute Umbilical Cord Blood Bank who were selected based on theoretical saturation. The gleaned data were analyzed through open, axial and selective coding. To enhance research validity, the process of data coding was carried out under the supervision of 3 service marketing experts whose suggestions were applied. Moreover, the inter-rater reliability of the coding process and concept-mining was checked by asking another marketing expert to code the data whose findings revealed acceptable levels of reliability. Further, the importance of dimensions, entities and indexes of the model in each group was determined via Delphi method under the supervision of professors. The findings revealed a hierarchical conceptual model for acceptance of innovative services with 7 dimensions, including the quality of services, the characteristics of services, perception of acceptors, individual factors, innovation features, reference groups and sources of information, 22 entities and 93 indexes.

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed to identify and evaluate the components that influence the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. The community in this study consisted of two groups: the first group was all experts and relevant people in the field of branding and customer purchasing that were used to identify the effective factors in changing consumer attitudes toward brand based on printed ads. The second group consisted of clients of the company, the effects of the identified components were investigated by them, and both groups were investigated in a targeted manner. The results showed that four components of propaganda content message, marketing structure, coloring and brand name and innovation in design in this field, and innovation in design has the most direct and indirect effects in this area, as well as the model designed for fit Is good. According to the obtained results, the designed model and identifiable components are a suitable model for identifying the factors affecting the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand.

The purpose of this study is to present a model of the effective factors of the content of a printed advertisement message based on the phenomenological approach. In this research, the phenomenological method has been used. In this study, employees of the I-Soda Company were interviewed as interviewees, with an interview with 4 people, theoretical saturation. To confirm the reliability of the study, raw data was presented to compare the construction of the theory with raw data. Audit techniques have also been used and the angle method has been used to assess validity. The results of the extraction of concepts, categories and themes from four interviews with managers and chocolate industry activists have led to identifying the variables (themes) and the components of each variable from the viewpoint of the activists and industry managers. Also, given that all the interviewees are among the activists in the company, they will be more reliant on the results obtained from interviewing the subjects. 9 The determinant component of the content (content) of the message is the following: Advertising attitudes, Brand Attitudes, Attitudes toward the Manufacturing Industry, Attitudes toward the Market, Attitudes towards Packaging, Attitudes towards Imports, Attitudes towards Exports, Attitudes to Shopping , Attitude towards consumption.

The aim of this study was to designing a model for total branding in organizations which hold non-academic educational events. To achieve the research goal, the mixed method research was used which consists of two qualitative and quantitative parts. In the qualitative section of the research, an interviewing tool was used and and qualitative data was gatherd by interwing from educational experts. Then, using Grounded theory, the data was analyzed. Total branding model in the Non-Academic Educational Events including specific factors (competence, originality, professionalism, event advantage, total services, strategic attitude and knowledge workers) general effective factors (marketing, communications, hardware and software, financial resources and sponsors) background conditions (social conditions, economic conditions, political conditions, new technologies) Intervener factors (sanctions, unexpected events, permits) and consequences (satisfaction, survival, success, supremacy and social support) based on the main phenomenon of comprehensive branding and personal dimensions, the product and branding company. Then, this model was tested using the structural equation model. 407 from managers, assistant director and experts from companies and non-university training institutes participated in the research. Using the structural equation model, the relationships between the model variables were analyzed and evaluated and the results were reported.results of fit indices indicated that the research data have a suitable fitness model with the factor structure

Mobile phone market of Iran, market with various and extensive products, yet highly competitive. In such circumstances, creating value for customers in order to maintain and improve the position of their companie's market share is necessary. The purpose of this research mobile phone brands that customers recognize the value system in the face of rational and emotional approach them with the brand. In this study, for orientation emotional brand making customers feel valued brand concept, "emotional value of brand for customers" and to study their logical approach to evaluating "the economic value of the brand in the customers", was evaluated. The results showed differences in the valuation system of customers for foreign and domestic brands; so that valuation system of foreign brands, approach emotional effective of logical approach while the valuation of the domestic mobile phone brands, logical orientation highlighted of emotional orientation customers.

Today, city branding is important in urban spatial, cultural, social and economic structures for sustainable development, but this has been less used for several reasons. This paper discusses the identification of the causal circumstances of city branding and the analysis of its consequences and impacts in two qualitative and quantitative phases. The extracted model is based on the qualitative research method of data theory, using theoretical sampling method, and in the quantitative phase, city branding outcomes were investigated based on correlation method. The results of this study showed that, on the one hand, city branding is influential as a predictor variable for creating an ideal image and also on the level of satisfaction of residents living as criterion variables, and on the other hand, it has a direct and significant impact on audience satisfaction level including tourists.

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.

This study aims at providing a model for applying multi-sensory marketing in tourism destination branding. The research method was Survey research. The population comprised all tourists in Tehran both, Iranian nationals and foreigners, totaling 10000 individuals. Random sampling was employed, using Levy & Lemeshow (2002) formula, which yielded a 407-person sample size; in practice, the size changed to 394. The data collection instrument was a questionnaire developed based on the conceptual model and the research variables. The final results show that multi-sensory marketing is effective on tourism destination branding, with an impact factor of 0.813, which is meaningful given the T score of 0.05. Moreover, R2 equaled 0.661, interpreted as 0.661 of changes related to tourism destination branding being due to multi-sensory marketing, and the rest, being caused by other variables. It seems that tourism and tourism marketing are each a matter of creating a pleasant experience for the customer, which is it made possible via multi-sensory marketing.