ahmad roosta

The main purpose of this design research was to evaluate the factors affecting the related sales behavior and the resulting results. The present research is fundamental-applied in terms of its purpose, and in terms of its nature, it belongs to the category of qualitative and quantitative research. The statistical community in the qualitative sector is marketing experts. The experts were identified by purposeful sampling and snowball method, and according to the sufficiency of the data, a total of 20 experts were interviewed. The method of analysis was database theory. In the quantitative part, the researcher used 384 internal customers of the Maxim brand (branch sellers) who were selected using two cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also to analyze the quantitative part. The obtained results have confirmed that the causal conditions of relational sales behavior included a complex competitive environment. The main phenomenon of the seller's specialized ability is the background of the company's situational factors, the interfering factors of the sellers' personality characteristics, as well as social and cultural factors. Relational sales behavior strategy and the result of sales performance, sales behavior performance were also identified. The results obtained from the quantitative part confirmed the approval of the designed model.

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

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

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

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

Conclution:

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

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

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

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

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

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

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

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

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

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

Identifying the nature of sales strategy and its elements as well as factors affecting sales strategic decisions creates competitive advantage for the organizations and ensures the organization's success in sales. So this study aims to present a comprehensive model on brand sales strategy and its antecedents and the relationship mechanism between them. To this purpose, grounded theory was used and data were collected through semi-structured interviews with sales and marketing professionals in Iran's FMCG industry. Interviewees were selected through theoretical sampling and theoretical saturation was obtained after 14 interviews. The results revealed that brand sales strategy includes six dimensions: end-customer portfolio, channel members relationship type, sales channels portfolio, sales outsourcing tendency, product portfolio, and market portfolio. The antecedents of brand sales strategy were also recognized and analyzed in terms of causal conditions, contextual conditions, and intervening conditions. Likewise, to complete the model, brand sales strategy formulation was identified as an action-interaction strategy and its consequences in FMCGs were analyzed.

Nowadays smart organizations consider sales in the strategic level of the organization since they have found that the sales-related decisions can providecompetitive advantage for the company and contribute significantly to the long term success of the organization. But what is sales strategy and what are its elements? Like most functional strategies, there are many disagreements and ambiguities about the nature of sales strategy. This study aims to identify and explain the nature and the elements of sales strategy in FMCG brands in Iran through Grounded Theory. Data gathering was conducted through in-depth semi-structured interviews with FMCG sales and marketing experts. Theoretical sampling was applied and theoretical adequacy was obtained by 14 interviews. Data analysis and coding based on Grounded Theory methodology revealed that brand sales strategy in FMCGs consists of 6 inter-related elements: customer portfolio, customer relationship type, sales channel portfolio, sales outsourcing orientation, product portfolio, and market portfolio, all categorized in 4 general areas of customer-related, channel-related, product-related, and market-related factors.

The present research was conducted with the aim of designing and explaining the model of registration and public offering of stocks in order to develop Tehran Stock Exchange based . The research was applied in terms of aim, correlational and survey based in terms of method of data collection, and mixed (quantitative-qualitative) and exploratory in terms of type of collected data. The population consisted of two parts: qualitative part which is including ten persons of university teachers and economic-financial researchers those selected by targeted method and capital market participants, in Tehran among whom 384 individuals were selected as a sample size using Cochran formula and random sampling method. In the section of questionnaire, a researcher-made questionnaire with 52 questions was utilized which were about pre-offering measures, post-offering requirements, Successful Initial Public Offering of shares, accepting shares, liquidity and Tehran Stocks Exchange. The validity of the interview questions were approved using the opinions of the related experts (Content Validity) while the validity of the questions used in the questionnaire were approved using construct validity in two parts of convergent and divergent. In addition, the reliability of the questionnaire was approved using the Cronbach's alpha method which the results of the validity and reliability were acceptable. On the other hand, analysis of the qualitative data was carried out through coding and content analysis. Moreover, analysis of the quantitative data was done using Correlation test through SPSS software and Structural Equation Modeling (SEM) through Smart PLS software. The results demonstrated that holding meeting for introducing and appropriate informing, advertising initial public offering of securities, determining the right time of initial offering and appropriating pricing are factors affecting pre-offering measures, and management of liquidity of securities, management of fluctuations in securities, and innovation in derivative instruments are among factors influencing post-offering requirements in Tehran Stocks Exchange. According to the identified components, a model was presented in the field of accepting and offering stocks in order to develop Tehran Stock Exchange based on Islamic Republic of Iran's horizon vision in 2025 which the model fitting criteria were acceptable. Moreover, the test results indicated that pre-offering measures and post-offering requirements had impact on IPO in Tehran Stocks Exchange; IPO had impact on Tehran Stocks Exchange; accepting shares had impact on Tehran Stocks Exchange; liquidity had impact on Tehran Stocks Exchange; liquidity had impact on IPO.

Iraq market is a suitable and valuable market for the Iranian companies considering its high facilities for exporting their products. But no local model was offered to evaluate and promote the export performance of the companies. This research is done with the objective to “present local model for promoting the export performance of Iranian companies”. Using exploratory factor analysis, forty five criteria were known and categorized in seven classes in the next step and the conceptual model was presented based on the results. The gathered data was analyzed by one sample T test to understand the current situation. After that, the model was presented by using correlation, ANOVA, LSD, and path analysis tests for promoting the export performance of Iranian companies in Iraq. In the final model, the effect of strategy factor was 0.302, governmental supports factor was 0.059, marketing mix factor was 0.189, companies characteristics was 0.047, the hosts market characteristics factor was 0.023, and finally the organizational resources factor was 0.079. The presented model can forecast the export performance up to 70 percent.

In competitive world where such goods or services offered by competing firms are more similar to each other every day, it is hard to make surprise the customer in long-term via even creative services, because most innovative services quickly imitated by competitors and offered to market, in result investment on customer satisfaction is effective and profitable investment for companies. In this regard, an important element in achieving competitive advantage is concerning to customer switching barriers. In this study attempts to identify and evaluate the customer switching barriers in the appliances industry, and then deliberate whether the customer switching barriers can lead to increase customer satisfaction and value. Therefore, 330 questionnaires were distributed between LG products and Goldiran services customers.

As the competitive environment becomes more complex and turbulent, the most important issue of organizations encountered with is not only providing the high quality products and services with affordable price, but also maintaining the customers who will contribute to the long-term benefit. In this regard, an important element in achieving competitive advantage is concerning to customer switching barriers. This study initially recognizes and evaluates the factors inhibiting the customer switching and then it will be investigated to find whether such barrier factors may increase the customers’ loyalty. Accordingly, in the previous research in this area has been studied and some variables were identified. Then, an interview done with 15 people, the LG and Goldiran companies’ senior managers to evaluate and adjust these variables. In this regard, the research hypotheses were developed for the model that includes six hypotheses. Therefore, there were distributed 334 questionnaires between customers of LG and Goldiran and hypotheses were analyzed by path analysis. According to the results of this survey, customer switching barriers lead to increasing loyalty and these barriers also effect on customer satisfaction and value. Finally, it becomes clear that customer value will not necessarily lead to satisfaction.

Although the Branding literature has focused on large corporations, small and medium sized enterprises (SMEs)- which are one of the foundations of economic prosperity- have unique features such as the strong role of the entrepreneur that differ their branding process from large corporations. Since SME’s brand is influenced by its entrepreneur and founder [13, 26, 44], entrepreneur’s personal brand, a concept which includes his traits, values and role, is defined here as a key variable and its impact on SME’s brand will be reviewed.The framework is developed from literature review, semi-structured interviews and focus groups, and the results are obtained from questionnaires distributed among entrepreneurial SMEs in Tehran province as the major center for entrepreneurial SMEs and Yazd province as another province known for its competitiveness. The model is analyzed via structural equations model using Lisrel software. The results confirm that entrepreneur’s personal brand affects SME’s total brand, via entrepreneur’s influence.

In recent years, subjects concerning Brand and brand orientation has attracted consideration of some specialists of management field especially marketing. In this research, brand orientation empowerment components, artists and craftsperson of small craft enterprises has been recognized and selected and by examining the manner of communication and their effects , a model as a process recognized and has been tested in Zanjan Province.All craftsperson employing in active handicrafts enterprises in Zanjan province in spring 1392 forms statistical society of research. By judgment sampling, 197 craftsperson from 400 handicrafts enterprises were selected. Research data was collected through questioner and secondary information. Research hypothesis were tested by using structural equations model and correlation analysis and soft wares like SPSS13, LESREL 8/5. Finally, after analysis, all suggested elements of research were approved. Based on direction analysis in process, only two sub-hypothesis was not accepted.

This research develops a two-level model based on hypotheses، which concern relationships among role ambiguity، role conflict، job involvement and salesperson performance at individual level and collective sale self efficacy، customer orientation and competitive climate at sale unit level in Iranian food industry. Data was drawn from 482 sales people in 30 companies، using a 51-item self-reported questionnaire. Research model was tested in disaggregation، aggregation and multilevel approaches. The results from three approaches were different. Multilevel modeling analysis revealed that role ambiguity and role conflict have negative effects، but collective sale self efficacy and job involvement have positive effects on sales person performance. Results also showed that collective sale self efficacy has positive moderation effect on the relationship between job involvement and sales person performance. Collective sale self efficacy indicated positive moderation effect on the relationship between job involvement and sales person performance and negative moderation effect on the relationship between role conflict and sales person performance.

The company's competition first line is their salespeople. Salesperson's performance is critical factor for company performance in competitive market. Identifying factors effect their performance results in better planning، strengthen and facilitating those factors. In this paper researchers attempt to identifying factors effect salesperson's performance in individual (job perceptions) and sales unit based on multilevel theory. Salespersons are nested in sales unit, hence applying multilevel theory seems necessity. Researchers try to design a proposed two level based on representing multi-level methodology. Finally, we formulate multi-level equations based on the proposed model.

Being multifaceted process, implementing customer relationship management (CRM) project has a high risk and uncertainty that must be reduced using planning to get the desirable benefits. As a matter of fact, one of failure factors is having no method and framework to assess CRM success. CRM needs a comprehensive and process-oriented framework to assess tangible and intangible factors. In this paper, using a qualitative approach and cognitive map method, a comprehensive process-oriented CRM assessment model will be provided that considers tangible and intangible factors of customer relationship in private-commercial banks in Iran. Findings indicate customer relationship process affected by environmental factors including causal, context and intervening conditions and through strategies and actions led to some outcomes. To implement successfully, it needs a comprehensive approach and considering all affecting aspects. Finally, based on analysis of developed model, some suggestions will be offered for banking managers and future researchers.

According to several reports, in spite of huge investment on customer relationship management (CRM), risk of implementing such projects is high. One of failure factors is having no method to assess CRM success comprehensively. Nowadays, classic financial methods are common ways for assessing marketing and CRM initiatives. But, the mentioned models are unsuitable to assess investments like CRM that we expect to have intangible, indirect and strategic benefits. So, we need a process-oriented approach to assess all tangible and intangible factors of CRM process and complete existing models. In this paper, using a qualitative approach and grounded theory, a comprehensive and process-oriented CRM assessment model will be provided that considers all factors of customer relationship management in private-commercial banks of Iran. Finally, based on analysis of developed model, some suggestions will be offered for banking managers and future researchers.

Salesperson's performance is one of the hot topics in marketing. In this study researchers provide a model for identification of factors affect three different types of salesperson's performance (behavioral, sales present, and objective). The model was tested with SEM approach by application of LISREL 8.5. A sample encompass 165 salespeopl from food industry were used for data gathering. Final results showed that job involvement has the greatest effect on objective performance and working hard has the greatest effect on sales present and behavioral performance. Results also revealed that objectives ales performance is a function of sales present and behavioral performance. This study indicated that for explanting effects of job perceptions (involvement, conflict and satisfaction) it is important to assume working hard as a mediator variable.