مهدی دهقانی سلطانی

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.

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.

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.

Today, the rapid development of technology and globalization are among the characteristics of the environment facing current organizations. Therefore, to succeed in this environment, competitive advantage of agility can be achieved through the appropriate use of information technology. The purpose of this research is to investigate the impact of information technology governance mechanisms on organizational agility, taking into account the role of strategic innovation.

The current research is an applied research in which a descriptive-survey strategy is used. The statistical population of the research consisted of small and medium-sized companies in Kerman city, and due to the limited statistical population, 207 companies were selected as the sample size using the available stratified sampling method and Cochran's formula. A questionnaire was used to collect data. The research data were analyzed using SPSS24 and Lisrel 8.8 software and structural equation modeling.

The analysis of research data showed that the adequacy of information technology resources has a significant positive effect on information technology governance mechanisms. Also, the results indicated that information technology governance mechanisms have a significant positive effect on strategic innovation and organizational agility. On the other hand, strategic innovation also affects organizational agility. Also, information technology leads to an increase in organizational agility through information technology mechanisms and strategic innovation.

According to the results, improving the mechanisms of information technology and innovation can help the organization to increase the capacity of strategic innovation to achieve the highest level of agility.

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.

The purpose of the research: to investigate the effect of organizational culture on the staff voice through the mediation of empowering employees in the headquarters of the Agricultural Bank and the branches of the bank in Tehran using Fuzzy Dimtel technique.The current research is descriptive-exploratory, and it is practical in terms of its purpose, and its data analysis was mixed, in the qualitative part, content analysis, and in the quantitative part, the fuzzy Dimetal method was used; In the qualitative part, an in-depth, semi-structured interview was conducted between 16 experts who were identified using a targeted snowball method, which includes 4 dimensions for organizational culture: customer orientation, orderliness, expertise, and ethics; 4 dimensions were identified for empowering employees: including: training, dynamism, accountability and feedback and 4 dimensions were identified for the voice of employees including: beneficial, usefulness, compatible and warning. In the quantitative phase, by distributing a questionnaire among 9 informants who were identified using the targeted snowball method, and using the fuzzy Dimetal technique, the internal dependence and mutual effects of the aforementioned criteria were investigated; The results showed that the criteria of education, responsibility, beneficial voice, morality, orderliness, specialization, dynamism, and warning voice are respectively effective criteria, and

The concept of gamification and its mechanics in non-gaming environments has become a rapidly emerging practice in business, especially in marketing. In the early days of the advent of gamification, it was not felt that the roots of mechanics and techniques could easily penetrate the gaming software world. The use of gamification tools and methods can be beneficial to the organizations active in various industries, which is due to its fundamental potential in forming and influencing behavior and attitudes. An increasing number of organizations are adopting game techniques and game-style rewards to increase customer engagement. Despite the practical importance of the gamification cycle, the current gamification literature is still lacking, and it lacks scientific accuracy. In other words, a comprehensive definition of gamification has rarely been provided in scientific research on gamification in various fields. Second, since gamification is a relatively new concept, it is largely unclear how an effective design for a particular goal can be realized. Some researchers argue that most businesses pursue gamification with the goal of achieving unlikely and far-reaching success, and, as a result, most businesses use gamification as a tool to improve business processes without examining its suitability for their organization, and they do their job. Due to the poor design of gamification software programs, some procedures have failed to achieve business goals. Moreover, nowadays, gamification has increasingly been able to play a significant role in attracting customers. Many companies that seek to improve the performance of their business can use it as an important strategy to improve their business activities. Therefore, gamification is considered as a business strategy that is used by many managers in different companies in order to increase the interaction and loyalty of customers. To achieve different marketing goals, one can use dynamic and stable gamification experiences. The participants that pioneered in gamification were Coca-Cola, McDonald's, Nike and Sony. In this research, gamification is defined as a system that uses game design components in a non-game environment in order to create enjoyable experiences, and influence the attitude or behavior of users. In addition, there is no uniform approach to the successful development and implementation of gamification aspects in the existing processes. This means that there is limited knowledge of how the structural application of gamification plays in processes. Also, the effect of gamification on changing people's behavior or attitude towards different business processes has not been studied yet. Third, there is no scientific evidence of the effects or benefits of gamification. The gamification is used as a system based on new technologies in various fields. Technology acceptance theories in the field of information systems have examined the acceptance of technology-based systems. In particular, the technology acceptance model is a valid, robust, and almost simple model for predicting the user’s acceptance. This research seeks to investigate the concept of gamification in the general field of marketing and its impact on users' intentions and attitudes toward the brand by expanding the technology acceptance model. Therefore, the purpose of this study is to investigate a model that explains the role of gamification in marketing by considering the impacts of social interaction, perceived pleasure and other factors on users' intention to participate in games and their attitude towards the brand. The present study is an applied piece of research. In terms of data processing, the study is of a descriptive type conducted through correlation analyses. A standard questionnaire was used to measure the effect of gamification on the intention to interact and the user’s attitude towards a brand. The statistical population consisted of the young users of mobile payment software applications that used gamification (such as the app scoring system) in the city of Kerman. The available sampling method and Cochran's formula were used to obtain the sample size. In this study, structural equation modeling served to test research hypotheses and examine the relationships among the latent factors. The significant coefficients between the perceived convenience, perceived ease of use, perceived social impact and perceived pleasure with the intention of interaction and participation were 3.73, 5.51, 3.21 and 3.11. Thus, perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure have significant effects on the intention to interact and participate. The significant coefficients between the perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure with the attitude toward the brand were 5.80, 6.32, 3.36, and 3.68. Thus, perceived convenience, perceived ease of use, perceived social impact, and perceived pleasure significantly affect the attitudes toward the brand. The coefficient of significance between the intention to interact and participate with the attitude towards the brand was 4.71. Therefore, the intention of interaction and participation has a significant effect on the attitudes toward the brand. The study provides evidence on the effects of gamification in practice as a basis for further application of gamification in various fields. The results serve as a guide for game planners and other designers. The important factors affecting the behavior and attitudes of participants are identified, which help to conduct scientific research on the development of a technology acceptance model and demonstrate the application of that model in various areas. Finally, the relationship between the intention to interact with the gamification marketing process and the attitude towards a particular brand was studied to make marketers more aware of how to arrange their strategies to increase participants' desire to participate in the development of their marketing activities. This research fills the gap of theoretical knowledge about the relationship between the intention to interact and the attitude towards a brand.

 The main purpose of this study is to identify the dimensions and components of employee voice in the central headquarters of the Agricultural Bank and its branches in Tehran. This is a qualitative research and in terms of purpose, it is in the category of applied researches, in terms of method, it is in the category of descriptive research, and in terms of data collection and summarization, it is in the category of content analysis. For this action, in the first step, specialized texts of employee voice, including domestic and foreign articles, books, and valid publications were studied, and in the next step, the dimensions of employee voice were identified by conducting interviews with experts of Agricultural Bank. In this study, 16 experts of the target population including managers, presidents and experts of headquarters and branches of the bank in the field of management were present who were identified by Snowball sampling method and interviewed by semi structured in-depth interview method. As a result, 30 summarized themes of interviews and 8 components in the form of 4 dimensions were identified for employee voice including useful voice (With the intention of solving the challenges of the work environment and improving the position of the bank), beneficial voice (With goal of solving personal challenges and gain benefit), consistent voice (With the intention of preventing personal problems and avoiding tension with colleagues) and warning voice (With goal of preventing misconduct, outside the norm and the law).

Introduction:

Rapid environmental change is one of the most important challenges for organizations (Salamzadeh et al., 2019: 280). In this regard, competition for achieving higher productivity in organizations has increased day by day and as a result of trying to effective use various resources such as capital, materials, manpower, etc. has become very important. Among these resources, manpower has a special place (Chamanpira et al., 2020: 102). Although human resource management faces many challenges (Farahni et al., 2021: 99), successful organizations seek to use human resources as a competitive advantage and as a key factor in achieving success ( Kantur, 2016: 31). In this regard, the special attention of managers and leaders of the organization to human resources and their opinions as one of the most important factors in improving productivity is of particular importance (Fathi Chegeni et al., 2021: 81).  Therefore, organizations need their employees to exchange ideas, and the extent to which they express suggestions, ideas, information about problems, or concerns, can have a tremendous impact on the performance of the organization and even its survival. Rastegar & Fatoot, 2020: 2)); However, despite Voice importance in organizations, employees often do not dare to express their dissenting opinions against the leadership of the organization for fear of revenge and reprimand (Yazdanpanah et al., 2021: 72). Field studies also indicate that often paying attention to the views of employees in banks, financial institutions, credit institutions, etc. to facilitate work processes have been neglected, which has led to lack of motivation of employees and their lack of proper response to the client. And the result has been the dissatisfaction of the clients with these institutions and the loss of social capital at the community level. At the same time, the voice of employees within the "banks" is particularly focused on improving the performance of working groups and working relationships and increases employee satisfaction (Kewe, 2018: 43). Now, considering the foregoing and the persistence of research gaps regarding the concept of employee voice (Elsetouhi et al., 2018: 101), this study has tried to fill the research gap and explain the basic question of this research, which is written below.1.What are the dimensions and components of the employees' voice in the central headquarters of Keshavarzi Bank and its branches in Tehran?

Case study:

The statistical population in the present study is 16 managers, presidents and experts of headquarters and branches of the bank in the field of management years who have been selected by Snowball sampling method.Research MethodThe present study is one of the qualitative researches which is based on applied purpose and descriptive-survey type and in terms of time, one-section and with inductive approach and data collection method, it is a review of documents and interviews and to analyze the data from Content analysis method was used. The statistical population in this study was the experts of Keshavarzi Bank because the rate of diversity in providing services, stakeholders and most importantly the expertise of employees in this bank was higher than other state-owned banks, and this led to the diversity of attitudes of employees. And according to the subject of the research, which was the voice of the employees, this bank was selected. In selecting the sample of experts, purposeful snowball method was used for the interview. The average organizational history of experts is about 19 years and most of the experts participating in this study (11 people) have a master's degree. The total time of qualitative interviews with reporters was 1104 minutes, which is an average of 69 minutes. In order to ensure the validity of qualitative research, peer review methods and review by members (interviewees) have been used, the findings of which show the acceptable validity of the findings of the present study. For reliability, the reliability method of retest and reliability between two coders is used and considering that in both methods the reliability rate is about 71%, it can be said that the reliability of the research coding is confirmed.  

Discussion and conclusion:

The resonance and voice of an organizational success depends on the workforce of that organization and most researchers have accepted that human capital is the main pillar of success of any organization. Of course, increasing the level of participation of this capital in organizational decisions is accompanied by increasing the level of their job satisfaction, which is done with voice instrument.  While phonetic behaviors also facilitate continuous improvement in business processes, they improve organizational performance and results. due to the importance of issue, the dimensions of employees' voices in the research community were analyzed and identified. The results showed employee voice means talking about personal problems with superiors, proposing to change a work procedure, preventing a misconduct or expressing views passively with the aim of avoiding tension in the workplace. This variable has 4 dimensions, of which 8 components were identified in the body of these dimensions, which are:1.Beneficiary voice: This reflects the views expressed in order to solve personal challenges and gain benefits, as well as to improve and enhance the administrative position.This dimension was not observed in the studies and can be mentioned as a research innovation.2.Useful voice: points of view is presented with the intention of solving the challenges of the work environment and promoting the position of the bank among customers.The results are consistent with the research of Gordon (1988), Dyne et al. (2003), Dundon et al. (2004), Morrison (2011). Morrison calls this type of Voice proposal-driven and relates it to the development of a unit or department of work or organization. Hu et al. (2018) in their research have considered this dimension of voice in the category of organizational citizenship behavior and have considered it as direct comments from above, below and horizontally, which explicitly aim to benefit the organization and the group. The interviewees, while confirming this Voice, called for more attention from the authorities in this regard, and described the lack of attention to this type of voice as a serious injury in the workplace, and stated that if this issue is ignored, the staff become unmotivated, the desire to express creative views disappears, and eventually lethargy and daily life prevail, which will result in dissatisfaction of the client and customers. In confirmation of the above, it should be noted that according to Seyed Naghavi (1399), ignoring the opinions of employees in the workplace is among the bullying behaviors that are unconstructive and impose costs on the performance and output of employees, groups and organizations. Finally, the interviewees wanted to create an atmosphere to encourage employees to express this kind of voice and institutionalize this issue in the workplace.3.Warning voice: with the aim of preventing damage to the bank symbol and preventing improper behavior, it is expressed outside the norm and legally in the workplace. The result is consistent with the research of Sadeghian et al. (1398). They consider this dimension to be the expression of employees' opinions to reduce undesirable behaviors and prevent damage to work units. Sang et al. (2021) also called this dimension of Voice prohibitive and stated that when a person observes shortcomings or potential threats to the organization, he expresses this type of Voice. Interviewees consider it as one of the vital aspects of Voice for banks, and they believe that managers and officials should provide the conditions for its occurrence in the workplace, because the expression of this view will keep the bank and employees safe from any deviation and abuse4.Consistent voice: Expressing views is aimed at preventing personal problems in the workplace and stabilizing the position and avoiding tension with level and superior officials. This type of Voice is consistent with the results of research by Dyne et al. (2003). They described this type of Voice as obedient, stating that this form of voice was motivated by neutrality, and that the staff, believing that they could not change the status quo, will express only ideas and opinions in support of the current situation. Interviewees considered the voice to be a reprehensible phenomenon and described it as a serious injury in the workplace. In their view, the reason for this type of Voice was the inflexibility of some managers and the officials' lack of interest in useful and warning voices, and in order to avoid further consequences, they demanded the elimination of the grounds for its creation in the bank.In view of the foregoing, in the present age, the voice of employees can no longer be restrained, and its presence in the workplace has become an inevitable necessity; therefore, based on the results of this study, it is suggested:1.In order to acquaint the managers and heads of branches, a training course should be held to get acquainted with the concept of sound and its dimensions in accordance with the research results.2.Develop a procedure in which employees are appreciated and encouraged in accordance with the presentation of practical suggestions and voices, especially useful voices and warnings.Managers should show behavior so that employees can raise their concerns and worries about personal (beneficiary voice) and work (useful voice and warning voice) without fear; managers also announce the final result of actions on the issues raised to employees so that they can be encouraged to raise their voices while trusting their superiors.4.A special bed for voice expression of employees should be implemented in the central headquarters of Keshavarzi Bank and its branches to provide access and communication for all employees for voice expression and feedback of voices to them.5.Internal surveys on business processes should be conducted and using the results, in a way that the voice of employees is considered as part of the organizational culture of the bank.Finally, researchers are advised to scrutinize the voice of employees in other branches of the Agricultural Bank across the country or in other public and private banks

The main purpose of this study is to "design and explain the employee voice pattern with emphasis on organizational culture and mediating employee empowerment in state-owned banks in Iran in order to provide the desired model (Case study: the headquarters of the Agricultural Bank and its branches in Tehran)." The research method is mixed, which in the qualitative part is thematic analysis and in the quantitative part, structural equations were performed using SPSS and PLS software. First, specialized texts of research variables were studied and then interviews were conducted in an unstructured way with 16 experts of the target population in deep semi-structural method who were identified by snowball sampling method. As a result, 4 dimensions were identified for organizational culture including Customer orientation, discipline, specialization and ethics and 4 dimensions for the employee voice, including: useful, beneficiary, consistent and warning. In the quantitative phase, the research population consisted of 1955 employees at the research site that Using Morgan table and stratified random sampling method, 322 people were selected as the sample size. According to the results, organizational culture was related to empowerment and employee voice and also, empowerment is related to the employee voice and their relationship was positive and meaningful. The results also showed that with the promotion of organizational culture, the voice of useful, beneficiary and warnings increased but decreased the consistent voice. The fit of the final research model was equal to 0.573, which indicates its strong fit. based on the research model, 19.7% of employee voice changes are made by organizational culture and with the presence of mediator variable, this rate increases to 39.9% and each time the direct and indirect effects of two predictor variables (organizational culture) and mediator (employee empowerment) together, the total effect is equal to /596 which shows with the presence of employee empowerment variable, 59.6% of employee voice changes are explained by organizational culture, which shows the importance of this variable;  According to the research results, some suggestions were made.

In this study, the facilitator role of SME leaders in the emergence of innovative employee behaviors is investigated. The employee and Manager of Small and Medium Interprise in city of Kerman were consisted the research population. Random sampling method and Cochran formula were used for obtaining a sample. The standard questionnaire was used as a tool for collecting required data which its validity and reliability were examined through the content validity and Cronbach's alpha, respectively. LISREL software and structural equation modeling was used for data analyzing. Findings indicate that open and closed behaviors of leaders will lead to exploratory and exploitative innovation behaviors by employees, respectively. According to the results, the use of a mixture of both leadership and bipolar leadership behaviors leads to an increase in the occurrence of innovative bilateral or bipolar innovative behaviors by employees and the adoption of bipolar leadership by managers of small and medium enterprises. It is essential to achieve optimal and innovative employee behaviors.

The purpose of this study is to study the effect of social entrepreneurial orientation on the development of market orientation and value co-creation. The present study is a descriptive and correlational research based on the purpose of an applied research and also on how to obtain the required data. In this research, library and field methods have been used to collect information. Confirmatory factor analysis, structural equation model and Smart PLS software were used to analyze the questionnaire data. The statistical population of this research is the managers and marketing experts of the top exporting companies in the food industry and the available sampling method and Cochran's formula have been used to obtain the sample size. The results of the study show that innovation and Effectual orientation play a mediating role in influencing the Social mission orientation on the Sustainability orientation; Sustainability orientation mediates the impact of innovation Effectual orientation on preventive action; Preventive action mediates in influencing the tendency to sustainability on market orientation and value creation, and market orientation also mediates in influencing preventive action on value co-creation; Risk management also plays a role in influencing the Sustainability orientation on preventive action.

Along with the evolution of customers' experience of the brand, the importance of the type of interaction between customers and the brand increases, because just as customers can use the potential of their brand knowledge and skill in creating brand value, if they are dissatisfied with it, They can destroy brand value. Therefore, it is necessary to know the type of interaction of customers with the company during their experience of the brand to identify the state of co-destruction of brand value. Therefore, this study aims to examine the concept of co-destruction of brand value in the interactive process of customer-brand experience.

This study is applied in terms of its purpose and qualitative inductive in terms of research type. In this research, the Classical ground theory method has been used to collect data.

The proposed framework of this research has been presented during three consecutive steps of customer-brand experience and by extracting 157 open codes, 34 concepts and 8 main categories, it has formed the main process of co-destruction of brand value.

The results show that the co-destruction of brand value is formed during an interactive process and its occurrence requires the evolution of the negative experience of the customers about the brand. In other words, all interactions from the time of the wrong initial conflict between the customer and the brand to the moment of their harmful cooperation in production and marketing, lead to the formation of the co-destruction process of the brand value. Therefore, according to the presented framework, companies can monitor all stages of customer-brand experience and prevent this destructive phenomenon from happening in the company by identifying their weak points in interactions.

Nowadays, the global market has become a highly competitive place where both quality and innovation play vital roles in the survival of companies. Companies can improve their competitiveness by increasing their innovation. Competitive advantage and organizational performance can be improved by the institutionalization of innovation in organizational culture. So far, very few studies have examined the relationships among the dimensions of innovation and different aspects of a company's performance and, in particular, competitiveness. Previous studies have not examined the concepts of competitiveness and innovation performance in the textile industry; therefore, the scale of competitiveness and innovation performance in these studies does not provide an accurate picture of the status of these variables in the industry. In addition, most previous studies have not explicitly addressed the performance of product and process innovation. Despite the research view that quality management practices improve performance in areas such as innovation and business, there is no complete research that covers the quality management, innovation performance and competitiveness of companies in the textile industry.Given that the textile industry in the world is an industry with intense competition and the active presence of large transnational corporations, competition in it goes beyond the national borders of countries and puts a lot of competitive pressure on companies active in this field. The textile industry is one of the most important and influential components of a country's economy, which has undoubtedly faced several challenges due to the globalization of the economy, including lack of competitiveness. Obviously, in such a situation, in order to maintain the position and create added value for customers, companies active in the textile industry are forced to improve their quality and ability to innovate. Therefore, considering the importance of competitiveness in today's competitive economy, the purpose of this study is to find whether total quality management and innovation performance have significant impacts on the competitiveness of companies in the textile industry.

The present study is an applied research work in terms of purpose and a type of descriptive-correlative study in terms of data collection and analysis. A standard questionnaire was used to measure the impact of total quality management on firm competitiveness by the mediating role of product and process innovation. The statistical population of the study consisted of the firms active in the textile industry. The available sampling method and Cochran's formula were used to obtain the sample size. Structural equation modeling was also used to test the research hypotheses and examine the relationships among the latent factors.

The significant coefficients obtained for total quality management with product innovation, process innovation and competitiveness are 6.81, 7.94 and 5.41, respectively. Therefore, TQM has a significant impact on product innovation, process innovation and competitiveness. The coefficients of significance for product innovation and process with competitiveness are 7.75 and 6.54, respectively. Therefore, product and process innovation has a significant effect on competitiveness. The significant coefficient obtained for the indirect effect of TQM and competitiveness through the mediating variables of product innovation and process innovation is 52.77 and 51.92, respectively. Therefore, TQM has a significant effect on competitiveness. As a result, the mediating role of product innovation and process innovation in the above two variables is proved.

Quality management is considered as a precondition and a basis for product and process innovation in order to have real competitiveness. To improve their competitive position in the market, companies must focus on developing strong competitive capabilities. This study provides evidence for a relationship between two sources of competitive advantage, namely quality management and product and process innovation. In particular, quality management practices, such as leadership and top management support, training and participation of employee, information and learning, process management, and customer focus, enable companies to innovate in products and processes. Innovation performance strategy has been one of the main drivers of company competition that should be implemented as an integral part of a business strategy. Therefore, companies should focus on improving product innovation and process innovation to improve their business performance and competitiveness. The globalization and the rapid development of technology have made innovation a key factor in the success of international business. Innovation is the source of competitive advantage in international markets and is a vital predictor of a company's export performance. It is essential to improve competitiveness in international markets, enabling companies to take advantage of economic benefits and overcome the size constraints of domestic markets.

The main purpose of this study is to "design and explain the employee voice pattern with emphasis on organizational culture in state-owned banks in Iran in order to provide the desired model (Case study: the headquarters of the Agricultural Bank and its branches in Tehran)." This research is one of the mixed researches which is in the category of applied researches in terms of purpose and is in the category of descriptive researches in terms of research method and is in the qualitative part of content analysis in terms of data collection and summarization and in the quantitative part of the structural equations is using SPSS and PLS software. For this action, in the first step, the specialized texts of organizational culture variables and employee voices, including internal and external articles, books and valid publications, were studied, and in the next step, their dimensions were identified by conducting interviews with Agricultural Bank experts. In this study, 16 experts from the target population were present who were identified by snowball method and interviewed by deep semi-structural method. As a result, 4 dimensions were identified for organizational culture including Customer orientation, discipline, specialization and ethics and 4 dimensions for the employee voice, including: useful, beneficiary, consistent and warning. Based on the results, organizational culture has an effect on employee voice and their relationship is positive and significant. The results also showed that with the promotion of organizational culture, the voice of useful, beneficiary and warnings increased but decreased the consistent voice.

The objective of the present study is to assess the effect of internal marketing on customer-oriented behavior with due consideration given to mediating role of emotional labor. This study is an applied research in terms of objective and a descriptive-correlational research in terms of data collection methodology. The data collected from questionnaires are analyzed by confirmatory factor analysis and structural equation modeling. The study population consists of International flight attendants of Mahan Iranian airline. Sample size is determined using Cochran’s formula and samples are selected via available sampling method. The raw data required for the study is collected through library and field methods. The results show that the value of needs, autonomy, deep acting and surface acting all have significant direct impacts on customer-oriented behavior; however, deep acting and surface both also play a mediating role in the relationship between autonomy and customer-oriented behavior, and deep acting is also a mediating factor for the relationship between customer-oriented behavior and value of needs. Also, value of needs shows no significant impact on deep acting.

The aim of this study was to investigate the effect of internal network on innovation ambidexterity by explaining the mediating role of knowledge transfer and absorption capacity at Shahid Bahonar University of Kerman. The present study is a descriptive and correlational research based on the purpose of an applied research and also on how to obtain the required data. The statistical population of this study consists of faculty members in the research groups of Shahid Bahonar University of Kerman. Random sampling method and random number table were used for obtaining a sample. A standard questionnaire with appropriate validity and reliability was used to collect data. Descriptive and inferential statistics and structural equation modeling and Smart PLS software have been used to analyze the data. The results showed that the internal network has a significant positive effect on knowledge transfer and knowledge absorption capacity. Internal network and knowledge transfer have a significant negative effect on the innovation ambidexterity. Also, the capacity to absorb knowledge has a significant positive effect on the duality of innovation. Based on these results, it is suggested to the managers of academic research groups to develop and improve the level of knowledge absorption processes in order to stimulate the duality of innovation and achieve the performance of the duality of innovation.

The purpose of this study is to examine the effect of gamification marketing on brand love, with an emphasis on the mediating role of hedonistic and utilitarian values.

The present study is applied in terms of purpose and the data collection method is descriptive-survey. The data are collected using a standard questionnaire whose validity is assessed by face validity and its reliability by Cronbach's alpha coefficient. Furthermore, the covariance-based structural equation modeling approach is used to test the hypotheses. In the research model, a statistical sample including 396 customers of the app application that has a significant and positive effect on hedonic and utilitarian value is used to test the hypotheses in Kerman.

The study's findings indicate that the experience of game-making marketing activities has a significant positive effect on both hedonistic and utilitarian values. On the other hand, hedonistic and utilitarian values have a significant positive effect on brand love. Additionally, hedonistic and utilitarian values play a mediating role in influencing the experience of game-making marketing activities on brand love.

The findings of this study will be useful for more accurately predicting future customer behaviors as well as managing assets and game-making marketing activities. This study theoretically and empirically demonstrates that the experience of game-making marketing actions is effective in explaining the desired behaviors of customers. Therefore, this study extends game-making marketing actions to the context of desirable customer behaviors.

This study deals with the consequences and issues arising from the leadership approach adopted by universities and its main purpose was to study the effect of managerial competence and learning orientation on managers' job performance with the mediating role of entrepreneurial leadership in Kerman universities. The present study is applied in terms of purpose and it is a descriptive and correlational study. The statistical population of this study consisted of 494 of the principals, deputies and heads of the faculties of the universities of Kerman, the sample size was selected randomly according to Cochran's formula which was 214 people. A standard questionnaire with appropriate validity and reliability was used to collect data. Data analysis was performed with SPSS 16 and Smart PLS software and descriptive and inferential statistics and structural equation modeling were used to analyze the data and test the hypotheses. The results showed that managerial competence and the tendency to learn have a significant positive effect on entrepreneurial leadership and job performance. Learning orientation also has a significant positive effect on managerial competence. On the other hand, entrepreneurial leadership has a significant positive effect on job performance. Entrepreneurial leadership also plays a mediating role in influencing managerial competence and the tendency to learn on job performance.

In recent years, as a result change of the transformational leadership of higher education, which has been done in order to face global changes and challenges, there has been a growing interest in the jobs of leaders in the field of higher education institutions. Selection of expert leaders; It affects the growth and development of higher education centers and is considered a key factor in achieving university standards and strengthening performance. The main purpose of this researcher was to investigate the effect of transformational leadership and transparent communication on employees' openness to change, by explaining the mediating role of organizational trust in the Kerman police force. Present study is an applied descriptive survey in terms of purpose and data gathering way. The statistical population of this research is 220 police officers in Kerman, the sample size of which was randomly selected based on Cochran's formula equal to 140 people. A standard questionnaire with appropriate validity and reliability was used to collect data. Data analysis was performed using SPSS 16 and Smart PLS software and descriptive and inferential statistics and structural equation modeling were used. The results showed that organizational trust has a significant positive effect on employees' openness to change. Transformational leadership has a significant positive effect on organizational trust, employee openness to change, and transparent communication. On the other hand, transparent communication has a significant positive effect on organizational trust and employee openness to change. Organizational trust also plays a mediating role in influencing transformational leadership and transparent communication with employees' openness to change. In short, the emergence of different leadership behaviors by university leaders is important, but transformational leadership allows them to play their role more competently in the current dynamic environment.

The purpose of this study is to investigate the effect of organizational personality on safety performance by explaining the mediating role of job satisfaction. Statistical population in this study was employees of Tehran urban train company and suburbs. The Cochran's formula was used to obtain the sample size and the cluster and random sampling method was used to distribute the questionnaire among the estimated samples. In order to collect the data, the standard questionnaire (organizational personality, safety performance and job satisfaction) was used. The validity of the questionnaire was confirmed by face and construct validity and its reliability were investigated with Cronbach "s alpha. To analyze the data obtained from the questionnaire and statistical sample, smart PLS software and structural equation modeling are used. The findings show that organizational personality and job satisfaction on the dimensions of safety performance (safety compliance and safety participation) have a significant positive effect. Also job satisfaction has a significant positive effect on organizational personality. Furthermore, the results indicate that organizational personality through job satisfaction leads to improved safety performance in Tehran Urban Train Company and Suburbs.

Today, achieving competitive advantage is considered as one of the most important initial steps for companies to enter the markets and expand their activities and success in these markets. On the other hand, with increasing competitiveness among companies, attention to competitive advantage has increased, especially in small businesses. The aim of this study was to investigate the effect of place on competitive advantage through the mediating role of intellectual capital (human, structural and communication capital) among small clothing businesses. The research is applied in terms of purpose and is descriptive - survey in terms of the method of research and the method of data collection. The statistical population consisted of small scale clothing businesses that 400 standard questionnaire, used for its validity of formal validity as well as Cronbach's alpha coefficient was used for its reliability, and it was distributed among the companies using the available sampling method, of which only 363 questionnaires were analyzed A covariance-based structural equation modeling approach has been used to test the hypotheses and validate the conceptual model of the research. The results show that Place has a significant positive effect on human capital, structural; communication and competitive advantage, as well as intellectual capital dimensions have a significant positive effect on competitive advantage.

The field. Organizations can achieve the best performance with more innovation in response to changing environments, because innovation is considered as an important and vital factor for organizations. The purpose of this study Investigation the impact of Non-technological innovations on Market performance by explaining the mediating role of innovative performance. Using the data collected from food industry export companies, the effects of non-industrial innovation (innovation marketing and innovation organization) on the market performance of food industry exporter companies were examined. In this research, the face validity have been used to determine the validity and its validity has been accepted as acceptable. And according to the Cronbach's alpha coefficients, which are above 70%, its reliability has been confirmed.The statistical population of this research includes 522 food industry exporters. A final sample of 222 completed surveys and test hypotheses with Structural Equation Modeling (SEM). The results indicated a significant positive effect organizational innovation on marketing innovations, innovative performance and market performance. A significant positive effect marketing innovations on innovative performance and market performance a significant positive effect innovative performance on production performance and also a significant positive effect production performance on market performance. In this study Innovative performance has no significant positive effect on market performance.

The purpose of this study was to investigate the effect of innovation behavior on dimension of intellectual capital and also effect of human capital on organizational performance with clarifying role of opportunism and competitive advantage. The employee of employees of four and five – star hotels in city of Tehran were consisted the research population. Convenience sampling method and Cochran formula were used for obtaining a sample. The standard questionnaire was used as a tool for collecting required data which its validity and reliability were examined through the content validity and Cronbach's alpha, respectively. Present study is an applied descriptive survey in terms of purpose and data gathering way. PLS software and structural equation modeling was used for data analyzing. The findings show innovation behavior has positive and meaningful effects on the customer capital, human capital and organizational capital. Also, opportunism and competitive advantage has positive and meaningful effects on organizational performance. The results also show that Organizational capital and organizational customer play a moderating role in the relationship between innovation behaviors on human capital.

Severe stress and shock caused by unforeseen unfortunate events can have many devastating consequences on individuals and the organization. Leadership style is one of the factors that can affect the occurrence of this mental state. Therefore, this study has investigated the role of toxic leadership in the occurrence of organizational trauma. In addition it has studied the intermediating role of hypocritical and Machiavellian behaviors in this relationship.

This research is applied, quantitative, and descriptive-survey. The statistical population consists of employees of government organizations in Kerman. For sampling, stratified random sampling method has been used. The data collection tool was a questionnaire. Structural Equation Modeling through LISREL software was used to analyze the data.

Toxic leadership has had a positive effect on organizational trauma, both directly and through Machiavellian and hypocritical behaviors.

Preventing and correcting non-functional behaviors of managers as behavioral patterns in the organization can prevent the occurrence of destructive behaviors that endanger the mental health of employees.