mohamadjavad taghipourian

Although one of the main principles of cooperatives is cooperation principle, cooperation section will face serious issues in free economic due to the lack of competitive structures. The main purpose of this study was to explain the factors affecting the competitiveness of cooperatives using a hybrid approach. Using this approach, the findings of internal and external studies were systematically examined using the seven-step method of Sandowski and Barso. Out of 232 articles searched in this field, 43 articles were selected and based on that, competitive maps were identified and extracted. Based on three-step coding in MAXQDA software, these factors were analyzed and categorized into one main category and seven core codes. Kappa index was used to measure the reliability and quality control of the present study. The kappa coefficient calculated was equal to 0.906, which is at the level of excellent agreement. According to this study, the results showed that all seven principles of cooperation affect the competitiveness of this sector. Attention and the need to review the principles and emphasize the loyalty of cooperatives to them in order to preserve their identity, can be a powerful tool to create and maintain a sustainable competitive advantage of cooperatives.

Entrepreneurial marketing is one of the new topics in the field of management and marketing that plays an important role in the future of organizations. The purpose of this study is a systematic study of entrepreneurial marketing in the form of identifying reinforcing factors using the meta-combined method.

In this study, 605 valid scientific texts in Persian and English were identified and extracted in the period of 2020-2001 and 1397-1387. A total of 71 research items were used using the Currency Skills (CASP) method. The meta-combined method was used to analyze the research literature.

After studying and extracting the text, the key codes were extracted and clustered with Max QD software and arranged in the form of concepts and components. Findings showed that entrepreneurial marketing drivers have two main components, 8 concepts and 42 indicators including internal factors (including 5 main concepts of entrepreneurial subjectivism, organizational structure, culture, knowledge management and emotional intelligence) and external factors (including 3 main concepts of branding, marketing Innovative and improved communication).

Entrepreneurial marketing has several main components and indicators that can help managers in developing innovative activities as a driving force of organizations and turn them into leading organizations in their field.

The aim of this study is to conceptualize networking in home-based businesses based on agricultural products with a qualitative approach. For this purpose, 31 experts were interviewed, including university professors, agricultural jihad experts, business experts and business owners in guilds, until saturation was achieved,which was analyzed using MAXQDA software and 195 open codes from Interview texts were extracted and categorized into 23 main codes. The results showed that networking in home-based businesses in 8 components including key activities, healthy product processing, Recognize the competitor , product advertising and sales channels, material and spiritual supporters, customerism, Key participation and Suggested values of conceptualization and indicators of each component were identified Therefore, it is expected that the conceptualization of networking as core values in the scientific part has made a significant contribution to the development of theoretical foundations and provide a new path, and in the practical part in exploiting the target market in the field of home-based businesses in general and To be particularly effective in the processing of agricultural products part in Iran and to provide a significant contribution to business owners in this field.

Context: 

The ultimate business goal of higher education institutions should be the satisfaction of external customers (students, employers, the community, etc.) and internal customers (education and administrative staff) as a guarantee of the sustainability of an ever-changing marketplace. Educational Services Marketing Approach Using marketing strategies at the academic institute level will lead to the identification of education consumers and satisfy the needs of these customers and will increase their market share in the future.

The purpose of this study was to identify the dimensions and indicators of university entrepreneurial marketing concept in Islamic Azad University of Iran.

The research method was qualitative. In order to collect data, in-depth interviews were conducted with 13 managers and heads of Islamic Azad University units.

The results of the interviews showed that the dimensions of university entrepreneurial marketing consist of 23 dimensions of "necessity", "facilitators", "academic infrastructure", "academic processes", "attitude towards university", "educational market recognition", "Benchmarking", "Customer orientation", "Quality of Service", "Innovation", "Risk Management", "Teacher Characteristics", "Opportunity orientation", "Networking", "Employee Competency", "Tuition", "Facilities", "Advertising", "Research Activities", "Conferences", "Online Services", "University Physical Evidence", "Access to University". Implication: Thus the reality is that the dimensions and characteristics of university entrepreneurial marketing are different from those of entrepreneurial marketing in other businesses, and higher education managers can benefit from the comprehensive results of this research to increase market share and create competitive advantage.

The purpose of this study is to identify the components and develop a model to provide rules for optimizing viral marketing in businesses. It is an applied research and in terms of method, it is mixed (quantitative and qualitative). The statistical population of the research in the qualitative part includes 15 people in the three generations X, Y and Z (Millennium marketing generation) and in the quantitative part includes 460 online buyers. Data collection tools were used in the qualitative part of projection technique and in-depth interview. Interviews were analyzed and summarized using MAXQDA software, through which six components were identified, and then in a small part of 12 experts were used to determine the index of CVR, and then exploratory factor analysis was performed by SPSS software. Because selecting the most effective new components of viral marketing can have a huge impact on the accuracy of the viral marketing model in online businesses, To identify the most effective components, genetic metaheuristic algorithm was used, which is the software used in this section, WEKA and RAPIDMINER. Finally, the rules of viral marketing optimization were identified using the decision tree method. Findings in the qualitative section indicate that online persuasion, online trust, online support, online services, online attractiveness and online risk-taking are components of viral marketing. In the quantitative section and genetic algorithm, it was shown that the online risk component could not be used as an effective component for modeling and extracting viral marketing rules, so it was removed from the six components.