داود فیض

Projections on the severity of climate change-related disruptions and displacements are becoming increasingly alarming over time (DiBella, 2020). Since climate change-related hazards have large impacts on a vast range of businesses, from individual traders to multinational companies (Canevari-Luzardo, 2020; Goldstein et al., 2019; Neise et al., 2018; Schneider, 2014; Surminski, 2013; Surminski et al., 2018), direct and indirect losses (e.g., damage to personnel, assets, and stocks) have been inflicted on businesses. Therefore, in environments where climate change has led to environmental uncertainty, it seems necessary for organizations to create new marketing strategies and capabilities to address this issue. However, considering the consequences of climate change, no research has yet identified the dynamic marketing capabilities based on climate change. On the other hand, past research has focused on B2B marketing capabilities in developed countries such as the United States (Mariadoss et al., 2011; Krush et al., 2015), the United Kingdom (Kaleka & Morgan, 2019; Yu et al., 2014), Australia (Merrilees et al., 2011; O'Cass & Weerawardena, 2010), and Germany (Helm et al., 2020; Wilden et al., 2019). As a result, the findings of these studies cannot be generalized to developing countries (Kamboj & Rahman, 2015; Mora Cortez & Johnston, 2018), where there are some of the most serious vulnerabilities to climate change (Odell et al., 2018). Additionally, since marketing is a contextual discipline (Sheth, 2011), the required marketing capabilities that drive firms' long-term performance can vary across countries and industries (Mora Cortez & Johnston, 2018). This is particularly relevant in Iran, which is one of the countries facing unprecedented problems related to climate change, including the drying up of lakes and rivers, dust storms, unprecedented temperatures, droughts, and floods (Vaghefi et al., 2019). Therefore, this research was conducted to fill these research gaps and to answer the question: "What is the conceptual framework of dynamic marketing capabilities driven by climate change?"
 
To provide a conceptual framework of dynamic B2B marketing capabilities based on climate change, a thematic analysis method, which is a qualitative method for organizing and describing existing data by identifying underlying themes, was used to analyze the data (Braun & Clarke, 2006). This approach was chosen because qualitative research findings provide a rich and accurate picture of the studied phenomenon. Among the different methods of data collection in this research, the semi-structured interview method was used online via a webcam.
 
In this section, the analysis process of the data obtained from the interviews was examined based on the three-step method of thematic analysis. This research outlined the framework of dynamic marketing capabilities driven by climate change, identifying 109 basic codes and 8 sub-themes, which are categorized into 3 main themes: product development management, supply chain management, and customer relationship management based on climate change.
 
Since climate change has caused many transformations and natural disasters, such as floods, droughts, fires, and storms, businesses that view climate change only as a social responsibility are doomed to failure. The consequences of climate change lead to many disruptions and problems for businesses. The results of this research indicate that addressing climate change requires both significant and minor changes. Businesses that engage with climate change must provide a roadmap for change because their survival depends on managers' attention to the risks and opportunities presented by climate change. Therefore, it is essential for businesses to develop new marketing capabilities based on climate change to mitigate the effects of risks and capitalize on the productivity opportunities arising from climate change.

Today, marketing of luxury goods has become one of the most popular areas of marketing, and considering that women are the biggest customers of luxury goods. The purpose of this study is to understand the themes of women's consumption behavior of luxury goods. The research was conducted using interpretive phenomenology strategy. In order to find out the reasons behind the consumption of luxury goods by women, 13 female participants in Mashhad who had experienced the phenomenon of buying and consuming luxury goods were selected by purposive sampling. Based on the data obtained from in-depth and semi-structured interviews, three main themes of "individual motivation", "social motivation" and "product-related motivations" were extracted as motivations for buying luxury goods. The findings from the interviews indicated that the sub-theme "showing off" and the sub-theme "functional aspect of luxury products" have a more effective role in the consumption of luxury goods.

Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using a bibliometric approach on the citation data of literature related to purchase decision-making based on augmented reality technology. A pragmatic paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, 239 studies were included in the bibliometric analysis using R Studio and Vosviewer software. The final results identified the most influential documents, authors, journals, organizations, and countries, and highlighted key points regarding buyer behavior and purchase decision-making with augmented reality in virtual businesses through interactive patterns between elements and content analysis of the data. Additionally, it is noteworthy that this concept mainly revolves around five primary areas: virtual and psychological experiences of buyers in online shopping with augmented reality; the impact of artificial intelligence on new technologies in buyer behavior; interactions of technology, perceived value, and cognition on buyer experience in retail using mobile augmented reality; the role of augmented reality technology in purchase decision-making and smart shopping in the virtual space. The influential school of thought on augmented reality technology in buyer decision-making is associated with the stimulus-organism-response theory, which forms the intellectual foundation of this field.

Augmented Reality (AR) is an emerging topic for managers across different disciplines While augmented reality technology literature is growing, there is no comprehensive analysis of augmented reality technology in marketing transformation The research aims to bridge the knowledge gap by providing a multifaceted bibliographic overview of augmented reality technology literature in marketing and reveal its trends, areas of focus and intellectual foundations. The study is based on 496 articles published on Web of Science between 1996 and 2023. According to the findings, the concept mainly revolves around seven main areas: human-machine interaction in future of digital marketing and Metaverse, advertising and customer response in online purchases, marketing challenges in industry 4 and new technologies, the effect of virtual technology on customer loyalty in retail, adoption of behavioral technology of Tourism customers, augmented reality technology marketing in the decision-making process of buyers and brands, and finally the richness of social media in e-commerce in Covid 19. While priorities and research topics have evolved over time, key concepts such as buying experience, shopper behavior, buying decision making, technology adoption have been repeated. The three influential schools of augmented reality technology in marketing are associated with integrated theory, planned behavior theory (TPB) and cognitive evaluation theory that have shaped the intellectual foundations of the discipline but we believe that a greater diversity of fields is needed to examine and describe augmented reality technology in marketing transformation.

Today, companies are under pressure to accept social and environmental responsibilities within the framework of their strategies and management systems, and sustainability can differentiate competing brands in B2B markets. On the other hand, achieving sustainability and competitive advantage requires companies to support and combine their branding, reputation, and legitimacy in a mutual way. Therefore, the purpose of this research is to identify the discourse framework of sustainable brand legitimacy in an industrial context. The philosophical framework of this research is the interpretive-positivist paradigm and is a category of applied and exploratory research. The participants of the research, who were selected purposefully, are 12 B2B activists familiar with sustainable branding, whose views were analyzed using Q factor analysis using spss25 software. The results show that the model of sustainable brand legitimacy in an industrial context is in five categories: external legitimacy, pragmatic legitimacy, normative legitimacy, instrumental legitimacy, and legitimacy catalyst. The process of legitimization is a process that involves not only the marketing function but the entire organization. Therefore, B2B businesses should pay attention to the use of employees in customer relations, because they are basically the faces of the brand. Also, sustainable B2B brands should be associated with positive associations; Create value for both suppliers and customers.

One of the new topics that have attracted the attention of researchers in recent years is deviance behaviors of marketing. The sale is a job that is prone to deviant behavior. Despite the growing evidence of increasing deviant behaviors in the sales department and among salespeople, little attention has been paid to deviant behaviors in the sales department by researchers. The purpose of this research is to design and explain the model of negative and positive deviant behaviors in sales through a qualitative approach. In fact, the objectives of the current research can be summarized in the following cases:What are the dimensions and components of deviant behaviors (negative and positive) in the sales department of food companies?What are the antecedents and factors affecting deviant behaviors (negative and positive) in the sales department of food companies?What are the solutions for implementing deviant behaviors (negative and positive) in the sales department of food companies?What are the consequences of deviant behaviors (negative and positive) in the sales department of food companies?

Based on this, the present research is developmental-applicative in terms of purpose and exploratory in terms of approach. The data collection method of the present research is a semi-structured in-depth interview. The use of in-depth semi-structured interviews leads to a process to identify the indicators of measuring the variables and the structure of the conceptual model of the research. The interview protocol includes open questions that allow the interviewer to assess and clarify the topics during the interview. On the other hand, the interviewees can answer the questions completely freely. The statistical population of the research in the qualitative part includes two sections: The statistical population of the research includes two sections: 1) activists of food companies (marketing managers, sales managers, export managers, researchers with experience in related fields (academic and non-academic), and other experts in the desired field), and 2) university professors (having scientific, research and experimental records in the field of food industry and related to the subject) who were interviewed through purposeful (judgmental) sampling until reaching theoretical saturation with 25 of them.

Using the foundational data theory method (grounded theory) and through in-depth semi-structured interviews, the conceptual models of the research (chain models in two negative and positive dimensions including antecedents, behaviors, strategies and consequences) were designed and explained. The results of the research showed that the field of sales in the food industry is prone to negative and positive deviant behaviors. The antecedents of negative deviant behaviors include: marketing policies, job factors, specialized factors, communication factors, environmental factors, and individual factors. Negative deviant behaviors include: deviation in sales services, behavioral deviation in sales, ethical deviation in sales, and informational deviation in sales. Strategies of negative deviant behaviors include: forced sales or conditional sales, underselling physical and online, overselling physical and online, discrimination (between customers), fraud, and special sales. The consequences of negative deviant behaviors include: destruction of competitive performance, destruction of customer performance, destruction of customer trust, destruction of the market, and destruction of corporate reputation. Antecedents of positive deviant behaviors include: customer dynamics, competitive dynamics, organizational dynamics, individual dynamics, and environmental dynamics. Positive deviance behaviors include: social responsibility of sales, and citizenship behaviors of sellers. Strategies of positive deviant behaviors include: ethical selling, responsible selling, and charitable selling. The consequences of positive deviant behaviors include: citizen well-being, strengthening competitive performance, strengthening customer performance, and customer trust.

Deviant behaviors in organizations and the sales sector are increasing, and it entails many costs for organizations, employees, customers and society. This article provides a comprehensive insight and understanding on deviant behaviors of marketing and sales section in the food industry by presenting models of deviant behaviors in the sales sector in two dimensions of negative and positive. One of the neglected aspects in previous researches is the examination of positive deviant behaviors in the field of sales. One of the positive deviant behaviors whose presence (or absence) in today's competitive environment can play an important role in the success (or failure) of companies is creativity and innovation. Positive deviant behaviors such as creativity and innovation in sales can be a winning card for companies in the market. The current competitive situation requires employees with positive and constructive deviant behaviors who can continuously provide constructive ideas and have an innovative and entrepreneurial look at the issues around them and exploit opportunities in the best possible way. Despite the potential impact of creativity on organizational outcomes, salesperson creativity is understudied in the sales literature and requires further research. In this context, the current research can be a suitable starting point for a more detailed examination of positive deviant behaviors in the field of sales. In general, the results show that negative and positive deviant behaviors are very widespread and appear in different areas. Among the different departments of the organization, the sales department is one of the most prone areas for the occurrence of negative and positive deviant behaviors and has many deviant behaviors.

The world is on the brink of significant technological revolutions that impact consumer behavior. The emerging reality where virtual content integrates with users' understanding of the real world has been identified as a technology with considerable growth potential for marketing and related fields. Hence, the present research aims to identify the characteristics of consumer behavior and purchase decision-making based on augmented reality marketing.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 90 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 92 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

the use of augmented reality technology enables us to identify the features of consumer behavior and the purchasing decision-making process more accurately and comprehensively using advanced and reliable marketing methods.

With the increase in the use of social media platforms by customers to buy products and services of brands, the importance of interactions between companies and customers to improve the value of brands has increased. Therefore, brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create brand value during design, production, and marketing, conversely, they can destroy the value of brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of brand value. The present study aims to identify the most effective factors contributing to the co-destruction of brand value in social media.
 
The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used.
 
The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in brand value co-creation management, resistance to change, consumer exploitation, brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating brand value management" stood out as the most relevant variable among others in the analysis.
 
The findings indicate that the co-destruction of brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the brand. Therefore, managers should be aware that wrong decisions about explaining brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of brand value.

In order to get the best results from their brands, organizations should audit their brand capabilities, evaluate external issues affecting their brand, and then create a brand plan that defines the brand's true goals and the strategy to achieve them. Researchers have developed a new method to analyze brand importance, called the Brand Intelligence Brand Semantic Score program. They have introduced brand intelligence as a method of brand analysis and brand positioning evaluation. However, according to the literature, no model for brand intelligence has been provided yet. The fin-tech industry in Iran is an emerging industry, but the studies in this field lag behind the current developments in the financial sector. One of the challenges facing fin-tech is branding and weak brand strength. However, there is very little research on brand management and intelligence in fin-tech, especially in Iran. Therefore, to fill the gaps, this study seeks to provide a comprehensive model for brand intelligence in fin-tech payment services and identify and test the factors related to brand intelligence with a mixed approach. This research is of a mixed exploratory type. The qualitative part was based on the grounded theory approach, and the quantitative part was done through structural equation modeling. In the first stage, a model was designed for brand intelligence, and the validity of the presented model was tested in the second stage. In the qualitative section, six university professors and 18 fin-tech brand managers of payment services were interviewed using the snowball sampling method. In the quantitative part, the statistical population included the managers and employees of payment service fin-techs. The sample size was determined to be 315 people using Cochran's formula. A simple cluster sampling method was used for this purpose. A questionnaire based on the Likert scale was used to collect the data, and structural equation modeling was done to analyze the data. The qualitative data analysis showed that structural factors (existing organizational structure, flexibility of organizational structure, strong role of brand manager in organizational decisions), managerial factors (support and skill of top manager, resistance to change, manager's understanding of the benefits of brand intelligence, up-to-date views of top manager), and content factors (understanding the data, understanding the brand and understanding the product) are the causal factors that directly affect brand intelligence. Basic brand changes (brand name change, brand slogan change, brand promise change, brand identity change), minor brand changes (changing some brand elements, changing some brand management measures, continuing to move toward brand identity), and no-brand change (continuing to move towards brand identity, strengthening brand position by overseeing brand actions and tracking the factors affecting brand) were identified as brand intelligence strategies. According to the results, brand intelligence can have consequences for the brand and, thus, the whole organization. The consequences of brand intelligence for the brand are brand agility, brand health, brand equity, brand performance, and brand position. The organizational consequences of brand intelligence include organizational agility, organizational performance, satisfaction/loyalty, and sustainable and temporary competitive advantage. In this research, cultural factors, the factors related to human resources, financial resources and technological resources are intervening factors. Close environmental factors (market understanding, competitive understanding, and customer understanding) and far environmental factors (economic awareness, socio-cultural awareness, and political awareness) were also identified as contextual factors. According to quantitative research findings, structural, managerial, and content factors (causal conditions) can influence brand intelligence. The findings confirmed the effect of brand intelligence, contextual factors, and intervening factors on strategies and the effect of these strategies on the consequences of brand intelligence. As a response to new-age brand management trends, this study aimed to increase our understanding of brand intelligence and provide a valid model for brand intelligence of payment services fin-tech. The findings of the study pave the way to creating an intelligent brand. This is because this model uses the grounded theory method to consider all the aspects of making a brand intelligence confirmed by SEM. Now, marketing and brand researchers have a comprehensive model of brand intelligence from an organizational point of view, which significantly helps to delineate the brand management process of intelligence and provide a useful research tool for future studies. Brand Intelligence is the future of brand management, making companies equipped with an ongoing diagnostic tool to more accurately track and evaluate their brand performance. Brand managers can thus first consider a standard for the important criteria of the brand, monitor the criteria continuously, and make new decisions to take corrective measures if a criterion deviates from its standard value. The use of intelligence in various aspects of business, including branding, allows organizations to achieve a competitive advantage in today's turbulent environment.

The purpose of this research is to determine the impact of servant leadership on employees intrinsic job satisfaction and extrinsic job satisfaction with the mediating role of servant attitude. This research is applied in terms of purpose and in terms of nature it is a descriptive-survey. The statistical population of this study is the employees of Razi University of Kermanshah. A Stratified random sampling method was used. A total of 250 standard questionnaires were distributed among the employees and a total of 212 questionnaires were collected. Structural equation modeling and Smart PLS3 software were used to analyze the data and test the research hypotheses. The coefficients of factor loadings of the research model show that servant leadership has a 0.29 effect on intrinsic job satisfaction and a 0.51 effect on extrinsic job satisfaction; In addition, servant attitude has a 0.17 effect on intrinsic job satisfaction. Therefore, according to the research results, servant leadership will bring intrinsic job satisfaction and extrinsic job satisfaction for employees; but will not establish the servant attitude in their minds. In addition the mediating role of servant attitude in the effect of servant leadership on intrinsic job satisfaction and extrinsic job satisfaction was not confirmed, but as an independent variable, it will bring intrinsic job satisfaction for employees.

The current research was conducted with the aim of presenting a model of dynamic capabilities for the development of the innovation ecosystem. The research method was fundamental in terms of objective and in terms of data collection, it was mixed exploratory, using inductive-deductive approach. The data were analyzed in the qualitative stage, using thematic analysis, and in the quantitative stage, with the combined technique of Dimtel-ANP. The participants in the qualitative and quantitative part were 12 managers and entrepreneurs of knowledge-based companies active in the field of export in Semnan province, who were selected through a purposeful-judgmental process.The model of dynamic capabilities for the development of the innovation ecosystem was categorized during the coding process in the theme analysis with Maxqda software. Then, a model was presented with the fuzzy Dimetal technique of themes, and finally, the indicators were prioritized by the fuzzy ANP technique. The results of the research indicate four core codes of dynamic capability in products, dynamic organization in ecosystem, dynamic capability in management and dynamic capability in technology. Moreover, the components of dynamic capabilities in products and technology are considered the most important and influential, and dynamic capabilities in management and dynamic organization are considered the most effective dynamic capabilities in the ecosystem.

In recent years, one emerging area of interest for researchers has been the study of deviant behaviors in marketing. The objective of this article is to provide an in-depth understanding of the progress in marketing deviant behavior studies by conducting a comprehensive review of scientific articles in this field, utilizing text-mining methodologies.

We identified a total of 103 articles spanning the period from 1997 to 2021 through searches conducted on respected databases like Science Direct, Springer, Taylor & Francis, Emerald, Pro Quest, Sage, and Scholar. These searches were conducted using keywords such as "deviant behaviors of marketing" and "Marketing Deviance." Through a multi-stage screening process involving the examination of titles, abstracts, and keywords, our research team identified and selected a total of 72 articles pertinent to the subject of deviant behaviors in marketing for further text-mining analysis. Then, pre-processing of data was performed, and using cluster analysis, 6 optimal clusters were obtained according to Davies Bouldin index. Using the multi-attribute decision-making technique (SAW: Simple Additive Weighting), the most important roots were ranked in each cluster. Data were analyzed by RapidMiner and Matlab software.

The findings revealed a growing interest in researching deviant behaviors in marketing, particularly in recent years. The analysis generated clusters of topics, including Job and Corporate Identity, Customer Orientation and Service Orientation, Consumer Behavior, Sales States and Behaviors, Marketing Interactions, and Neutralization Techniques. It is predicted that in the future years, research on marketing deviant behaviors will increase, and continue its upward and increasing trend. The analysis of the paper trends indicates that between 1997 and 2013, the majority of articles primarily emphasized the significance of consumer behavior in the context of marketing deviant behaviors. Considering that marketing deviant behaviors have a notable impact on consumer behaviors, and consumers possess the potential to influence other customers, communities, and businesses, many researchers have previously introduced the concepts of marketing deviant behaviors and their effects on various aspects of consumer behavior. The observed trend underscores the prevalence of deviant behaviors within the marketing domain. This trend has evolved from initially introducing consumer behavior in marketing, shifting towards customer orientation and service orientation, and ultimately making its most significant contribution to the understanding of sales states and behaviors. Given this trend, we can predict the future path of marketing deviant behaviors toward the investigation of sales states and behaviors.

This study highlights marketing deviant behaviors' categories and orientations and provides a roadmap for future inquiry on marketing deviant behaviors. Marketing deviant behaviors need to be properly managed by the organizations and managers. This study offers insight to managers by clustering techniques about the trend of marketing deviant behavior research. By recognizing the contexts and major aspects of deviant behaviors in the organization, managers can take better and more effective steps to control and manage these behaviors.

Knowledge-based companies, due to having capacities such as economy based on indigenous knowledge and relying on internal scientific and research capabilities, are among the pillars of development in the framework of the economy, but still identify and use the capacities of knowledge-based companies. Especially in the commercialization of technological projects is still neglected. The purpose of this study is to explain the pattern of commercialization of technological projects in start-up knowledge-based companies and try to identify the factors affecting it. Thus, a combination of qualitative and quantitative methods has been used. In the first step, important criteria by reviewing the literature, reviewing documents and interviewing experts consisting of 20 senior managers of the new knowledge-based company located in the growth center of Shiraz University Science and Technology Park and consulting 2 university professors were identified and using factor analysis method. , Very important criteria have been set in the commercialization of technological designs and BWM techniques. The research results show that paying attention to 5 criteria of technology, skills, knowledge, market and policy and law for commercialization of technological projects in the new knowledge-based hub company are effective.

The theory of uses and gratifications, developed by Blamer and Katz (1974), is one of the major theories of media, mass media, and new communication technologies. According to this theory, people in the media and communication technologies look for the content that they best enjoy. One of the main concepts and assumptions of the theory of uses and gratifications is the activeness of the audience. In other words, the audience seeks to meet their needs, gain gratification and satisfaction in using the media. It is believed that the choice of media provides the desired satisfaction (Kharazi et al., 1400). New communication technologies have had a significant effect on the speed of business development and increased competitiveness domestically and internationally (Klimovets, 2017). One of the key factors determining the ability of a company to compete successfully in marketing is the use of new communication technology. The last two decades experienced the rapid development of new communication technologies. Digital tools and applications are evolved almost every day. The rapid advancement of technology in hardware and downsizing and processing power has made it possible to develop tools that allow users to experience new "types of virtual reality" (Shen et al., 2022). The global augmented reality market for 2014-2018 shows that this market has grown by an average of 130% per year (Klimovets, 2018). AR / VR technologies are advancing rapidly with artificial intelligence and automation. In the future, augmented reality technology, due to its attractiveness and potential, will be actively used in innovative projects (Klimovets, 2017). Augmented reality (AR) technology has emerged as one of the main trends in the digital market in recent years (Wang, 2021). A growing series of research has addressed marketing-related issues surrounding this new technology (AR) (Kumar, Ramachandran, & Kumar, 2021). Augmented reality technology is an effective tool for direct sales and marketing and provides an optimal solution to marketing problems. Marketing with this new technology (AR) represents a new, potential and influential sub-discipline in marketing.

The current research is developmental in terms of purpose because the role of augmented reality technology in advertising is exploratory. In addition, in terms of the data type, it is qualitative research. Interviewing was selected among the different methods of data collection in qualitative research under COVID-19 conditions and the impossibility of coordinating with several experts in simultaneous meetings and recording their knowledge and expertise about the new technology (augmented reality) in advertising. In this study, due to the novelty of the subject of the interviews (i.e., augmented reality technology), it was preferred to ask specific and directional questions with regard to the lack of prior mentality about the subject of the semi-structured interviews. After an in-depth review of the advertising literature and augmented reality technology according to the main research questions, the main open-ended interview questions were designed according to the model (5M). The statistical population of the research consisted of advertising companies in the field of augmented reality technology

Theme 1: Mission: The use of new technologies in the advertising industry requires fulfilling the goals that are in line with the marketing policies of companies and organizations. Goals in advertising fall into three categories including goals with a focus on the customer, goals with a focus on the market, and goals with a focus on the results. Mostly, people between the ages of 18 and 70, including our young and middle-aged population, are among the targets of our augmented reality technology advertising.Theme 2: Message: The use of any technology must be of effect on the audience and deliver a message to a specific audience with clarity and transparency. In addition, the transmitted message must be able to solve the problems and mental concerns of the target audience. According to one expert, "Using augmented reality technology, by engaging the audience's emotions and showing the intricacies and subtleties of the product or service, has been able to raise the awareness of the audience and continuously accompany them by creating attractiveness”.Theme 3: Media: Media and distribution channels of advertising messages have very important roles in attracting the audience. It should be noted that the first point of contact of any company or organization with the customer is through communication channels, which is a formidable reason as why more attention should be paid to media and channels of advertising messages. On the other hand, the need to design a content publishing calendar and pay attention to the limitations are significant issues in the review of advertising media.Theme 4: Money: The use of any new technology in marketing-related topics requires money and the creation of optimal advertising methods. It should be noted that the use of augmented reality technology can reduce unnecessary costs to some extent and increase effectiveness to an acceptable level. According to one expert, "the use of augmented reality has been able to optimize advertising, to largely prevent the allocation of heavy budgets online and offline to advertising”. It is suggested that part of the profits of companies be allocated to updating this technology, so reasonable budgets are allocated to the marketing department of companies annually.Theme 5: Measurement: Spending more on the new technologies section requires reviewing and measuring the effectiveness of these technologies in the field of advertising. In this regard, two important tests should be considered. The first is a pre-test,which measures the effectiveness of an ad before using the technology, and the second is a post-test, which measures the effectiveness of an advertisement after using that technology.

This study has introduced new concepts of advertising in the use of augmented reality technology. It provides the basis for explaining its concept and setting marketing strategies at a high level.

Blockchain technology is one of the most promising technologies of this ‎century that has the potential to bring about fundamental changes in business ‎models in a wide range of industries. The current research seeks to identify ‎the antecedents of the development of digital marketing based on blockchain ‎technology from the point of view of marketing experts in the aviation ‎industry.This research is practical in terms of orientation and positivist from a ‎philosophical point of view, which was carried out using a mixed method.,In ‎this study, the antecedents of the development of digital marketing based on ‎blockchain technology were first extracted by literature review and semi-‎structured interviews, and with the help of experts, the final factors were ‎identified;Then, these factors in the form of Q cards were provided to ‎‏22‏‎ ‎marketing experts in the aviation industry who were selected purposefully ‎and finally their views were analyzed using exploratory factor analysis.The ‎participants in this research have ‎‏6‏‎ different views and their mental patterns ‎are categorized based on market variables, internal, content, technological, ‎human and environmental factors.The results of this research have given ‎useful insight to managers and decision makers in the aviation industry, so ‎that by knowing these factors, they can strengthen and develop digital ‎marketing in airline companies.‎

Knowledge-based companies are not able to develop innovation alone due to their complex and non-linear nature of the innovation process. They are highly dependent on external actors to improve their innovation capabilities, and thus they create innovation ecosystems that expand their boundaries. The innovation ecosystem is a fluid and multidimensional concept, and its recognition requires a comprehensive and holistic approach. This research initially seeks to identify actors in the innovation ecosystem that cause knowledge-based companies to enter international markets, and then presents a model of these actors. The research method in this article is descriptive-survey, using exploratory-applied method; in terms of the type of data, it is a mixed method (qualitative-quantitative) and in terms of data collection method, it is of secondary and field data collection method (interview-questionnaire). The statistical population in the qualitative stage includes experts and entrepreneurs in knowledge-based companies who had relevant executive and research experience, and in the quantitative stage, it includes entrepreneurs and managers of knowledge-based companies in Semnan province, with at least 10 years of work experience. According to the quality of the primary codes and its organization in the form of concepts and categories, the innovation ecosystem includes financing conditions, political conditions, laws and regulations, communication mechanisms and influential actors in five categories. The results in the qualitative part indicate that a total of 87 initial codes were counted, then they were categorized in the form of 5 categories of second-level organizing themes, where political conditions and laws and regulations are the most influential, and financing and communication mechanisms are the most impressionable actors in the ecosystem. Based on the results of this research, the innovation ecosystem includes five categories of financing conditions, political conditions, laws and regulations, communication mechanisms and influential actors. To be strongly present in the economy, knowledge-based companies are required to optimize their organization and strengthen their competitive base, which in this research are accelerators, financing from banks (loans), investors or angels, and family support as sources of financing. In political conditions, some researchers point to the role of the government in facilitating entrepreneurial activities and creating new companies in international markets. Some of the most important government policies and programs for the development of entrepreneurship include creating political stability, allowing entry into target markets and access to payment gateways for knowledge-based companies.

Clothing brand relies more on marketing for sales in comparison with other brands and today's consumers are more influenced by clothing brand values. Therefore, marketing professionals in this industry struggle to describe the right image (Gazzola et al., 2020, p. 3). It should be mentioned that customers' attitudes toward the marketing mix (price, product, distribution, and promotion) are different in their behavior and styles of buying clothes. In addition, it can be said that clothing is one of the most important non-verbal signs affecting the interactions between buyer and seller, which creates dignity for the working person and his job (Morris et al., 2021, p. 259). It is interesting to know how each generation has a different attitude towards the marketing mix. Marketers often segment consumers by age. The basic point is that people of the same age have similar life experiences and therefore share many common norms, political, historical and economic environment regardless of country (Hoyer & Maclnnis, 2007, p. 124). In this regard, the main purpose of this study is to identify generations regarding consumer behavior and explain it with the emphasis on the marketing mix.

One of the most important factors for employees' success is focusing on the positive outcome of each situation, according to which they increase their trust and commitment. Hence, those who are positively focused can act very boldly and continue their efforts until achieving the desired result. The Pygmalion effect is a psychological principle related to the effective management of people. If employees think that their organization will be successful, they may subconsciously take action on this issue. As a sales manager, your ability to develop and retain sales representatives is critical to your company's performance and future success. Retaining employees in sales is still an important issue. Also, when salespeople are gaining skills to prepare for and succeed in their role, they are more likely to be job-satisfied and feel that their employer values their work. These factors reduce the likelihood of their willingness to resign. Holliday Chain Store as an enterprise is no exception to this rule. For this purpose, this study investigates the Pygmalion effect in branch managers on improving the sales performance of employees in the named chain store.
 
It is an experimental, cross-sectional, and controlled clinical trial study. The statistical population of the present study includes 22 employees of a Holiday branch in Tehran. They were randomly divided into two groups; 11 in the experimental group and 11 in the control group. The standard sales performance questionnaire of Venezuela et al. (2014) was used to collect the needed data. In this study, the opinions of the supervisor, experts, and management specialists were used to check and determine the validity of the questions, and Cronbach's alpha was used to check their reliability. A high percentage of the alpha value indicated the reliability of the questions. Hypotheses were tested using multivariate analysis of covariance (MANCOVA) and univariate analysis (ANKWA) using SPSS software.
 
The results showed that the Pygmalion effect in managers of Holliday store branches on improving the sales performance of employees (characteristics of sales role, sales force skills, the value of customer life cycle, and customer orientation) is positive and significant.
 
The results showed that the Pygmalion effect in Holliday’s branch managers has a significant and positive influence on improving the sales performance of employees (sales role characteristics, sales force skills, customer lifetime value, and customer orientation).  Also, the Pygmalion effect impacts business and manager-employee relations (teacher-student). A manager who knows the skills and talents of his subordinates can help them achieve their goals. The relationship between managers and employees (teacher-student) is an example of the Pygmalion Effect on strengthening and improving the skills of people in business and effectively recognizing their skills and using them to achieve the set goals. Also, according to the beta value of this variable, the Pygmalion effect in managers has a positive relationship with the customer lifetime value of sales employees, in other words, the continuous presence of managers in such periods can strengthen the value cycle of sales employees' customers. Individuals' tendencies are formed based on their direct perceptions of the conditions of expectations that others have about them. As a result, it is recommended to identify hidden talents and skills of employees by holding group training courses and activities with the presence of sales staff and to achieve this goal by focusing and promoting these positive skills throughout the journey. Create better changes in the sales performance of employees

With the growth of the activities of companies in the context of social commerce, the participation of customers in the design and production of products and services of brands has increased a lot. But this does not mean that their participation is always accompanied by positive results, rather, in some circumstances, the participation of customers causes huge costs to the company, the loss of the balance of interests and, as a result, the co-destruction of value. It is obvious that with the occurrence of co-destruction of value without conflict management, companies are involved with many negative consequences, the identification of which is necessary to control the situation and get out of the unbalanced situation. Due to the importance of this issue, this study has identified and prioritized the most important consequences of the brand value co-destruction in social commerce, before and after the use of conflict management. This research is practical in terms of the type of purpose, and in order to collect information, it has used the qualitative method of classical grounded theory and the Ordinal Priority Approach. Based on an in-depth interview with 23 selected experts, the consequences of brand value co-destruction were identified in the form of 105 open codes, 29 concepts and 11 main categories. The results show that without using conflict management, companies will face destructive consequences . But by using conflict management while experiencing co-destruction of value, companies prevent negative consequences and turn them into positive and constructive results.

Nowadays, the improvement of the digital economy has progressively changed markets and conditions for suppliers, customers, managers and entrepreneurs. Digital business environments question static approaches to competing in these markets. Uncertainty and dynamism within the market environment require expanding agility and flexibility of business techniques, particularly entry-level strategies based on the cloud computing paradigm. The purpose of this study is to recognize the dimensions and indicators of digital business strategy and the relationship between them. This research could be a kind of mixed exploratory investigate and includes two parts: qualitative (document content analysis) and qualitative-quantitative (structural-interpretive modeling) Is. Within the qualitative section, after evaluating 549 statistical corpus related to the digital sector and foreign market entry strategy, 17 metrics related to the digital business strategy and 4 dimensions (digital architecture, business dynamics, digital business model, and information management) Extricated and encoded. At that point, utilizing the analytical method of interpretive structural modeling, 15 specialists (specialists within the field of digital, marketing and cloud computing) with the method of snowball sampling were utilized to decide the connections between the dimensions and components of DBS. The results demonstrated how the relationship and engagement between the components and dimensions of digital business strategy. The results of this study suggest that among the identified factors, the field of digital business strategy, scalability of digital business strategy, speed of digital business strategy, and resources of digital business strategy. Considering factors in digital business strategy, recommendations are made to improve these dimensions in international companies.

The dairy industry, with its long chain of values and numerous links, is an effective and efficient industry in the Iranian economy. As the competition in the dairy market increases, the chances of survival in this field decrease, regardless of the customer, marketing and sales strategies. Therefore, the customer's journey is important from the moment of getting to know the company to the purchase, which is an experience that plays a role in the customer's mind. Shopping trips have a significant role in people's lives and are one of the basic needs of human life. The importance of the customer journey increases with the complexity of service delivery. It is also important to understand what the person is thinking and feeling, given that what the person is saying is not always in line with what they are doing. Therefore, today, it seems necessary to use a customer empathy map during a trip.Targeting and optimizing the message is very important in the busy days of the third millennium and is a requirement of every brand. The digital revolution has helped to better understand the final audience. Based on this knowledge, the message that has the most impact should be selected and the audience should be exposed to it. In this respect, innovation in advertising means creating valuable memories for the target audience. Virtual reality-based advertising can help companies create such memories. Virtual reality (virtual reality) is created as a computer simulation that involves a user, and that user perceives it through one or more senses (mostly through vision, hearing and touch). So, the interaction with it would be as if it were real.

In the present study, Ramak local cheese was advertised through virtual reality in Mahestan shopping center in the city of Karaj, where different ethnicities live. The aim was to create a customer empathy map using a virtual reality camera and a wooden cottage. The present study is a developmental perspective in which the survey method was used to collect the data and video hermeneutics method served to analyze the data. There were 74 participants in the study, and the data of 23 participants were analyzed. In fact, the selection of samples continued until the data saturation; the researcher realized that the subsequent samples will not provide him with distinctive information.For the effectiveness of the customer empathy map, what the customer says, does, thinks and feels were videotaped and finally analyzed during the virtual reality advertising process. The people in the mall were asked to watch a two-minute 3D movie through virtual reality glasses. They sat on a chair to watch the film. The film took the participants to a lush farm where many cows were grazing. To make the advertisement more effective when the participants were watching the film, several wooden walls were connected, and the participants were placed in a cottage with a traditional atmosphere. It was a place with a table in the hut lined with local Ramak cheese, cucumbers and tomatoes, and traditional music with pleasant spring sounds was played. At the end of the video, the participants were asked to try the local cheese and express their opinion about the product. The recorded videos of the participants in virtual reality advertising were analyzed by video hermeneutics.

With the increasing competition among companies and the great change and diversity in the demands and needs of customers, managers must always think of innovative ways to attract and retain their customers. Therefore, we see many changes in companies' advertisements to attract customers. Managers must be able to accompany the customer on the shopping trip. This trip is the process by which a customer interacts with a company to achieve a goal. Also, managers need to read the customer's mind to better interact with him. In fact, they must design an empathetic map to communicate with the customer. An empathy map can provide new insights into the customer’s desire and how it affects product decisions, marketing messages, and corporate business strategies. Videos provids researchers with unique analytic methods.Companies increasingly incorporate virtual reality into their operations to ensure that sales conversions occur based on a sense of presence, which results from an effective virtual experience. Virtual reality helps to bridge the gap in consumer expectations and ultimately leads to higher purchasing goals. In the present study, the researchers designed and implemented a customer empathy map with the aim of creating a sense of presence and meeting customer expectations. To this end, a film and a traditional cottage were used based on virtual reality. The results showed that the sense of nostalgia, peace and joy was completely transferred to the participants and the company was able to interact properly with them.

After carrying out this plan, Ramak Company has witnessed an 8% growth in sales of the desired product. Therefore, the use of virtual reality maintains the relationship with consumers. Indeed, virtual reality is a suitable tool at the end of the shopping trip, it has to do with the customer loyalty and advocacy, and companies can use ads to be more effective and create an empathetic relationship with customers.

Customers’ movement patterns in the store provide useful information in marketing and store layout for shop owners. The purpose of this study was to investigate the customers’ flow and purchasing behavior with emphasis on gender factor. The research is applied in terms of purpose and descriptive-survey in terms of data collection. The research data were collected using the CCTV footage of a store in a hypermarket in Semnan. Movement data were analyzed using Pathfinder simulator software and purchase behavior using Observer XT software. Then, Using the compare means test, movement behaviors and shopping behaviors of men and women were compared. Comparing the results of customer movement data showed that there is no significant difference between the distance traveled in the store between men and women but women have more shopping and stopping times than men and men move faster than women. Comparing the results of customer shopping behavior data showed that women's mental involvement in shopping has been greater than that of men. The dominant behavior in men is fast shopping, but women look at different products and brands and then decide to buy. Finally, based on the research results, suggestions are presented.

This research seeks to investigate the factors affecting strategic green human resource management in manufacturing dairy products. The statistical population included 413 senior executives of 59 manufacturers of dairy products who were members of the Iranian Dairy Industry Association in 1399. To estimate the sample size, a stratified random sampling method and the Cochran formula were employed. The sample included 212 people. The data collection instruments included a structured green human resource management questionnaire based on Jabor (2010) and both in-person and phone interviews. The data were analyzed using SPSS software version 23 at two descriptive and inferential levels. In the inferential level, Kolmogorov-Smirnov tests, Pearson correlation, regression analysis and Friedman were used.The findings show that internal factors (82.7%) are more effective than environmental factors (79.8%) on green human resource management in the dairy industry. Also, it was found that the strategies for improvement and maintenance and maintenance of attraction and output strategies are effective in the management of green human resources in the dairy industry. Additionally, there was a significant and positive correlation between the four internal factors (technical, organizational, cultural and market) and human resource strategies in the dairy industry. The most important factor affecting the management of green human resources in the dairy industry was found to be organizational factors. The findings of the present study can function as a practical guide to fulfill strategic green human resource management in the dairy industry for senior executives in this industry.

Flourishing the knowledge-based economy, the elite community has been raised as a central driver at the organization level and even in the country. Therefore, in recent years, in order to increase the elite's effectiveness in the process of development of the country, the concept of optimizing the talent life cycle has emerged in the literature of human resource management. Accordingly, the present study aimed to provide a model of factors influencing the optimization of talent life cycle at the Iran National Elite Foundation (INEF), based on a study with developmental-applied approach. The statistical population of the research includes the scientific lasting faces of the country as well as senior managers of the National Elite Foundation. The statistical sample was selected through a purposeful judgment of 25 people. Data collection tools were library studies and semi-structured interviews with experts. Finally, based on the hybrid algorithm of the methodology of soft systems and cognitive mapping, a model of the factors contributing to the optimization of the talent life cycle is presented and then, by comparing the factors in thinking system (conceptual model) with real-world actions (INEF), it is suggested that structural, behavioral, and ground changes be made to optimize the talent lifecycle at the National Elite Foundation.