فهرست مطالب

مدیریت بازرگانی - سال یازدهم شماره 41 (پاییز 1398)

فصلنامه مدیریت بازرگانی
سال یازدهم شماره 41 (پاییز 1398)

  • تاریخ انتشار: 1398/07/01
  • تعداد عناوین: 13
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  • محسن نظری صفحات 457-458
  • حامد وارسته، جلیل دلخواه*، حمیدرضا یزدانی صفحات 459-484
    هدف

    هدف پژوهش حاضر، شناسایی استراتژی‎های بازاریابی و فروش مناسبی است که شرکت‎ها در وضعیت سخت رکود اقتصادی آن را اجرا کرده و توانسته‎اند به حیات خود ادامه دهند. رکود وضعیتی است که در آن تقاضا برای کالا و خدمات، کاهش پیدا می کند. در چنین موقعیتی، شرکت ها برای بقا به اتخاذ استراتژی هایی در حوزه های مختلف، به‎ویژه حوزه بازاریابی و فروش نیاز دارند تا با وضعیت رکود تطابق یابند.

    روش

    کلیه اقدام‎های استراتژیک مرتبط با آمیخته‎های بازاریابی (محصول، قیمت، توزیع، ترفیعات) در دوران بحران و رکود اقتصادی با استفاده از بررسی دانش موجود و مصاحبه با خبرگان صنعت و دانشگاهی شناسایی شدند و در ادامه با توزیع پرسش‎نامه بین 18 شرکت فعال در تولید کالاهای تندمصرف، تغییر استراتژی ها و اقدام‎های فروش و بازاریابی آنها در زمان رکود اقتصادی بررسی شد. جامعه آماری پژوهش در مرحله کیفی، مدیران عالی شرکت های فعال در صنعت کالاهای تندمصرف و در مرحله کمی، شرکت های فعال در صنعت کالاهای تندمصرف بوده است.

    یافته ها

    بر اساس یافته‎ها، شرکت های یادشده در وضعیت رکود اقتصادی این اقدام‎ها را در دستور کار قرار می‎دهند: در حوزه آمیخته قیمت، تغییر در ارائه تخفیف ها و انعطاف در شیوه بازپرداخت مشتری؛ در حوزه آمیخته مکان، تغییر در مدیریت و نظارت بر کانال های توزیع و توزیع کنندگان؛ در حوزه آمیخته ترفیع، تغییر در رابطه با حضور در شبکه های اجتماعی و ارائه تخفیفات مقداری به توزیع کنندگان؛ در حوزه آمیخته محصول تغییر در هزینه تامین مواد اولیه و بهبود فناوری تولید. در دستور کار قرار می دهند.

    نتیجه گیری

    تغییر در برخی اقدام‎ها در اکثر شرکت‎ها یکسان است و می‎توان آنها را استراتژی‎های عمومی بازاریابی و فروش در زمان رکود اقتصادی در نظر گرفت؛ مانند ارائه و متنوع سازی تخفیف ها، توزیع متناسب با نیاز بازار، افزایش بودجه تبلیغات و ترفیعات و بهبود فناوری تولید. اما در برخی شرکت‎ها، تغییر اقدام‎ها متفاوت بوده است؛ مانند، قیمت محصولات در مقایسه با قیمت محصولات رقیب، جورکردن کالا و میزان موجودی انبار، برون سپاری فعالیت های توزیعی، تبلیغات رادیو و تلویزیونی و ارائه محصولات جدید مرتبط با محصولات فعلی.

    کلیدواژگان: استراتژی‎، بازاریابی و فروش، آمیخته بازاریابی، رکود اقتصادی، کالاهای تندمصرف
  • ناصر عسگری* صفحات 485-504
    هدف

    پیدایش الگوهای نوین فروش، برخورداری مدیران فروش از شایستگی های ویژه ای را برای پیشبرد راهبردهای شرکت، توانمندسازی فروشندگان و تسهیل تحقق نتایج مورد انتظار مشتریان ضروری ساخته است. پژوهش حاضر به شناسایی شایستگی های کلیدی مدیران فروش و ارائه الگویی در این زمینه پرداخته است.

    روش

    این پژوهش از نگاه هدف کاربردی است و با روش آمیخته متوالی (کیفی کمی) انجام شده است. ارائه الگو به‎صورت کیفی و با روش تحلیل تم انجام شده است. منابع اطلاعاتی بخش کیفی پژوهش را الگوهای موجود شایستگی مدیران تشکیل می دهند که تا رسیدن به اشباع نظری به گردآوری داده ها از آنها پرداخته شده است. جامعه آماری بخش کمی پژوهش، مدیران فروش شرکت به پخش به تعداد 107 نفر بودند که 92 نفر آنها به‎ صورت تصادفی برای نمونه انتخاب شدند. ابزار گردآوری داده‏های کمی نیز پرسش نامه‏ای محقق ساخته بوده است. تحلیل این داده ها نیز به‎روش تحلیل عاملی تاییدی بوده که در نرم‏افزارهای لیزرل انجام شده است.

    یافته ‎ها

    الگوی ارائه شده به‎صورت کیفی شامل شش مقوله اصلی است: 1. شایستگی های فردی، 2. شایستگی های ارتباطی اجتماعی، 3. شایستگی های مدیریتی رهبری، 4. شایستگی های بینشی شناختی، 5. شایستگی های دانشی، 6. شایستگی های هوشمندی. آزمون کمی الگو نیز توان تبیین گری مناسب شایستگی های شناسایی شده برای مقولات و مقولات برای سازه اصلی شایستگی مدیران فروش را تایید کرده است.

    نتیجه ‎گیری

    برای ایفای موثر نقش کلیدی مدیران فروش در صنعت پخش، نیاز است طرح های گزینش و توسعه شایستگی های آنها بر اساس الگویی متناسب با الزامات الگوهای نوین فروش انجام شود. الگوی ارائه شده در این پژوهش می تواند به‎عنوان مبنایی در این زمینه استفاده شود.

    کلیدواژگان: فروش، مدیر فروش، صنعت پخش، شایستگی، الگوی شایستگی
  • مریم بهزادی، احسان عابدی*، سیدمحمود هاشمی صفحات 505-524
    هدف

    در سالهای اخیر به رویکردی نوین با تاکید بر نقش کارکنان در برندسازی توجه شده است. این رویکرد تحت تاثیر مدیریت برند داخلی، تعهد کارکنان به برند، رفتار شهروندی برند و رضایت شغلی شکل گرفته است. نظر به اهمیت برندسازی داخلی و تحقیق و پژوهش در رابطه با رفتار کارکنان، پژوهش حاضر درصدد بررسی پیامدهای رفتاری/ نگرشی مدیریت برند داخلی از جمله رفتار شهروندی برند، تمایل به ماندن، تعهد به برند و رضایت شغلی در میان کارکنان فروش شرکت فرمند است.

    روش

    پژوهش حاضر توصیفی از نوع همبستگی است. در این پژوهش از روش تمام شماری استفاده شده و داده ها از کلیه کارمندان فروش شرکت فرمند گردآوری شده اند. به منظور گردآوری داده های مورد نیاز، از پرسش نامه استاندارد بهره گرفته شد و تجزیه و تحلیل داده های حاصل از پرسش نامه ها با روش مدل سازی معادلات ساختاری (SEM) و نرم افزار PLS انجام شد.

    یافته  ‎ها

    نتایج حاصل از آزمون فرضیه ها، حاکی از تاثیر مثبت مدیریت برند داخلی بر رضایت شغلی و تعهد به برند است و تاثیر مثبت مدیریت برند داخلی بر رفتار شهروندی برند با نقش میانجی تعهد به برند نیز تایید شد. تاثیر مثبت مدیریت برند داخلی بر رفتار شهروندی برند و تمایل به ماندن تایید نشد، همچنین رضایت شغلی بر تعهد به برند تاثیر مثبت نداشت. مدیریت برند داخلی بر تمایل به ماندن با نقش میانجی رضایت شغلی و تعهد به برند تاثیر مثبت نداشت و تاثیر مثبت مدیریت برند داخلی بر رفتار شهروندی برند با نقش میانجی رضایت شغلی پذیرفته نشد.

    نتیجه ‎گیری

    نظر به اینکه کارکنان مشتریان داخلی شرکت به شمار می روند، مدیریت منابع انسانی برندمحور (استخدام، اجتماعی سازی و آموزش) یکی از روش هایی است که می تواند کلید موفقیت برنامه مدیریت برند داخلی باشد.

    کلیدواژگان: تعهد به برند، تمایل به ماندن، رضایت شغلی، رفتار شهروندی برند، مدیریت برند داخلی
  • محسن نظری*، محمود کمره ای، علی حیدری، امیر حسین قادری عابد صفحات 525-542
    هدف

    رقابت همکارانه که از تلفیق دو استراتژی رقابت و همکاری منتج می شود، نوع جدیدی از روابط بین سازمانی است که می تواند به وضعیتی برد برد منتهی شود. در مقاله حاضر سعی شده است تا از طریق روش مطالعه چندموردی و بهره‎مندی از نظر خبرگان بخش ارتباطات ثابت و سیار ایران، مدل مفهومی از استراتژی رقابت همکارانه در این صنعت ارائه شود.

    روش

    پس از طراحی پروتکل مطالعه موردی، دو نمونه برای رقابت همکارانه در صنعت ارتباطات ثابت و سیار انتخاب شد و با جمع‎آوری اطلاعات و شواهد از نمونه‎های پژوهش و تحلیل درون موردی و بین‎موردی، مدلی مفهومی برای استراتژی رقابت همکارانه در بخش ارتباطات ثابت و سیار به‎دست آمد.

    یافته‎ ها

    بر اساس یافته‎های به‎دست‎آمده، محرک های درونی شرکت ها، رفتار ذی‎نفعان و ویژگی های صنعت، به‎عنوان متغیرهای اصلی گرایش به استراتژی رقابت همکارانه شناخته شدند. ضمن آنکه بر نقش قابلیت رقابت همکارانه به‎عنوان متغیر کلیدی در موفقیت این استراتژی تاکید شده است. تنش های این رابطه و راهکارهای مدیریت آنها و پیامدهای مالی و غیر مالی این استراتژی برای شرکت ها نیز بررسی شد.

    نتیجه‎ گیری

    افزون بر انگیزه های مالی، نقش دولت و سازمان های تنظیم مقررات در شکل گیری فضای مساعد برای استراتژی رقابت همکارانه، انکارناپذیر است. برای موفقیت در استراتژی رقابت همکارانه، به چند عامل و قابلیت خاص نیاز است. برخی از این عوامل با ذهنیت و شرایط خاص مدیران آن شرکت و برخی دیگر با توانمندی ها، منابع و ویژگی های سازمانی مرتبط است که می تواند موجب متعادل سازی تنش ها و جلوگیری از بروز پیامدهای منفی این استراتژی شود.

    کلیدواژگان: استراتژی رقابت همکارانه، بخش ارتباطات ثابت و سیار، مطالعه چندموردی
  • وحید خاشعی*، ایمان آشفته صفحات 543-564
    هدف

    امروزه شرکت های ایرانی تلاش می کنند بتوانند با شراکت با شرکت های خارجی، ظرفیت های لازم را در خود ایجاد کرده و به اهداف کسب وکار خود نایل شوند. از این رو هدف این پژوهش، شناسایی و الگو سازی ریسک های پیش روی شرکت های ایرانی در شراکت راهبردی با شرکت های خارجی در صنعت لوازم خانگی ایران است.

    روش

    در این پژوهش با بهره گیری از روش ترکیبی اکتشافی، ریسک های شراکت راهبردی از طریق مصاحبه های عمیق نیمه ساختاریافته با 20 نفر از خبرگان صنعت و با استفاده از روش تحلیل محتوای کیفی هدایت شده، کشف شده و پس از تایید روایی آنها با کسب نظر از ده خبره دانشگاهی و صنعت، با روش الگو سازی ساختاری تفسیری و مشارکت هفت خبره، الگوی نهایی ارائه می شود.

    یافته‎ ها

    الگوی به دست آمده دربرگیرنده در مجموع 22 مولفه به عنوان ریسک های شراکت راهبردی بین المللی در سه مرحله شکل گیری، عملیاتی و اختتام شراکت است.

    نتیجه‎ گیری

    نتایج این پژوهش نشان می دهد، سرمایه گذاران ایرانی چه ریسک هایی را پیش رو دارند و نحوه ارتباط این ریسک ها با یکدیگر به چه صورت است. همچنین نشان می دهد ریسک های سیاسی، قانونی و اقتصادی بیشترین دغدغه فعالان صنعت است و در مقاسه با ریسک های ناشی از شراکت و شریک خارجی، از اولویت بیشتری برخوردارند.

    کلیدواژگان: شراکت راهبردی، ریسک، لوازم خانگی، سرمایه گذاری خارجی
  • هاجر حکیمی*، علی دیواندری، مسعود کیماسی، مهدی حقیقی کفاش صفحات 565-584
    هدف

    هدف اصلی در این پژوهش شناسایی عوامل تحت مدیریت سازمان در شکل گیری تجربه حضوری مشتریان در صنعت بانکداری خرد است.

    روش

    در این راستا طرح پژوهش آمیخته به کار گرفته شده است و در رابطه با 68 نفر از مشتریان بانکداری خرد از طریق روش مصاحبه عمیق و برگزاری گروه کانونی مطالعه شد، سپس نتایج حاصل از این بخش از طریق نظرسنجی از خبرگان و روش دلفی فازی ارزیابی شد. به منظور تایید الگوی پژوهش و اطمینان از برازش و پایداری مدل تحلیل عاملی تاییدی مرتبه دوم صورت گرفت. بدین منظور پرسش نامه ای با طراحی و اطلاعات لازم از 400 نفر از مشتریان صنعت بانکداری خرد گردآوری شد. در نهایت برای تبیین مدل از روش مدل‎سازی ساختاری تفسیری (ISM) استفاده شد و با نظرسنجی از خبرگان ارتباط میان عوامل سازنده تجربه مشتریان و سطوح آن مشخص شد.

    یافته‎ ها

    این پژوهش توانست عوامل شکل گیری تجربه مشتریان را در 9 مقوله اصلی تعامل با مشتری، کارکنان، پاسخ گویی، شعب، برند، خدمات، فرایندها، محیط اجتماعی و تجربه خارق العاده به همراه 33 زیرمقوله شناسایی کند و در نهایت این مدل در شش سطح اصلی مشخص شد.

    نتیجه ‎گیری

    این تحقیق توانسته است درباره نحوه ایجاد تجربه مشتریان در صنعت بانکداری خرد، دید جامع تری ایجاد کند. نتایج این پژوهش به شناسایی مقوله های اصلی تجربه مشتری و نحوه تاثیرگذاری این شاخص ها بر یکدیگر منجر شد.

    کلیدواژگان: بانکداری خرد، تجربه مشتری، تحلیل عاملی تاییدی، مدل‎سازی ساختاری تفسیری، دلفی فازی
  • محمدرضا حمیدی زاده، مریم اخوان، احمد کاظمی* صفحات 585-608
    هدف

    طی سال های اخیر، رویکرد بازاریابی سازمان ها، از نگاه سنتی ویژگی ها و مزایا به سمت رویکرد خلق تجربه برای مصرف کنندگان تغییر پیدا کرده است و در پژوهش های انجام شده در سال های اخیر این حوزه نیز، تمایل فراوانی به شناخت تجربه مشتریان سازمان ها دیده می شود. از این رو مطالعه حاضر با هدف شناسایی انواع تجربه مصرف و بررسی تاثیر آنها بر ادراکات از قیمت در میان مصرف کنندگان گوشی های تلفن همراه صورت گرفته است.

    روش

    پژوهش حاضر از نوع آمیخته بوده و جامعه آماری آن نیز دانشجویان دانشگاه شهید بهشتی تهران است. در مرحله نخست پژوهش، به منظور شناسایی انواع تجربه های مصرف، از روش تحقیق کیو استفاده شده است. در مرحله دوم نیز به منظور بررسی تاثیر انواع تجربه های مصرف بر ادراکات از قیمت و با هدف جمع آوری داده ها، از ابزار پرسش‎نامه استفاده شده و توزیع آن به روش نمونه گیری غیراحتمالی در دسترس بوده است. داده ها به روش تحلیل عاملی کیو و روش حداقل مربعات جزئی تجزیه و تحلیل شده است.

    یافته ‎ها

    یافته های پژوهش نشان داد می توان اعضای جامعه آماری را از لحاظ تجربه های مصرف به چهار گروه (نوجویان رابطه گرا، جست وجوکنندگان تجربه های بهتر، واکسینه شده ها و دل بستگان) دسته‎بندی کرد و پس از تحلیل داده‎های قسمت کمی پژوهش مشخص شد که هر یک از انواع تجربه‎های مصرف‎شناسایی‎شده، تاثیرات منحصربه‎فردی بر ادراکات از قیمت افراد بر جای می‎گذارد.

    نتیجه ‎گیری

    با توجه به یافته‎های پژوهش حاضر، تجربه های مصرف به عنوان مجموعه ای از واکنش های داخلی و ذهنی مشتری در قبال هر گونه تعاملات برقرارشده ناشی از مصرف محصول، می تواند بر ادراکات از قیمت افراد تاثیرگذار باشد.

    کلیدواژگان: تجربه‎های مصرف، ادراکات مثبت از قیمت، ادراکات منفی از قیمت، گوشی های تلفن همراه
  • مرجان مهیمنی، کامبیز حیدرزاده هنزایی*، یزدان منصوریان صفحات 609-630
    هدف

    واکاوی تاریخچه مفهوم سردرگمی مصرف کنندگان، به طور شفاف نشان دهنده شکاف عمیق مطالعاتی در این حوزه است. در این مطالعه به دنبال معنای سردرگمی و ادراک مصرف کنندگان از این مفهوم و جنبه های ناپیدای آن بودیم، از این رو تلاش کردیم تا از خلال تجربه زیسته آنان، به مفهوم سردرگمی برسیم.

    روش

    برای این منظور، مراکز خرده‎فروشی را انتخاب کردیم تا افراد به راحتی بتوانند ادراک و تجربه سردرگمی خود هنگام خرید کالاهای تندمصرف را احیا و تشریح کنند. به منظور دستیابی به اهداف پژوهش، رویکرد کیفی مد نظر قرار گرفت و از روش پدیدارشناسی استفاده شد. مشارکت کنندگان به تعداد 27 نفر طبق نمونه گیری هدفمند چندگانه انتخاب شدند. سپس داده ها با استفاده از مصاحبه های عمقی جمع آوری شدند و کدگذاری انجام شده و مفاهیم و مقوله ها استخراج شدند.

    یافته ‎ها

    تجزیه و تحلیل داده ها نشان داد تجربه سردرگمی مصرف کنندگان، شامل سه بعد اصلی عاطفی و شناختی و رفتاری است که چهار مضمون اصلی تاثیرگذار بر آن سبک تصمیم گیری، دانش ترغیب مصرف کننده، هزینه های مصرف کننده و ویژگی کالاست. در نهایت به راهکارهای کاهش و خروج از سردرگمی اشاره شد.

    نتیجه ‎گیری

    این پژوهش با به کارگیری روش پدیدارشناسی، یکی از مطالعات اولیه درباره معنای مستتر در مفهوم سردرگمی مصرف کنندگان است. در این پژوهش مفاهیم و مقوله‎های متعدد جدیدی در حوزه سردرگمی مصرف کنندگان کشف شد که در مطالعات پیشین به آنها اشاره‎ای نشده بود.

    کلیدواژگان: تجربه زیسته، دانش ترغیب مصرف کننده، روش پدیدارشناسی، سردرگمی مصرف کننده، هزینه های مصرف کننده
  • محمد کریمیان، علی صنایعی*، مجید محمدشفیعی صفحات 631-650
    هدف

    رفتار مصرف‎کننده در زمان خرید از عوامل مختلفی تاثیر می‎پذیرد که برخی از آنها با محصول و نحوه عرضه آن به مشتری مرتبط است و برخی دیگر، از سبک خاص خریداران در زمان خرید شکل می‎گیرد. به منظور مطالعه یکپارچه این موضوع در پژوهش حاضر، معیارهای رضایت مشتری در زمان خرید تلویزیون، بر اساس نظرهای گروه کانونی استخراج و با تکنیک فرایند تحلیل سلسله‎مراتبی گروهی (GAHP) اولویت بندی شده است.

    روش

    بدین منظور، موقعیت چهار برند معروف بازار از دیدگاه مصرف کننده بررسی و در نهایت، سبک تصمیم گیری خریداران هر یک از چهار دسته از برندهای مورد مطالعه اندازه گیری شده است. نمونه آماری این مقاله، 391 نفر از مشتریان در شهر اصفهان و در گروه های سنی 25 تا50 سال است. ابزار جمع آوری اطلاعات پرسش نامه است و داده‎ها در نرم افزارهای SPSS و Expert Choice تحلیل شده‎اند.

    یافته‎ ها

    بر اساس یافته های پژوهش، کیفیت تصویر و خوش نامی برند، دو معیار بسیار مهم خرید تلویزیون توسط مشتریان است و طبق نظر مشتریان، از میان چهار برند بررسی‎شده، به ترتیب برندهای سامسونگ، ال جی، اسنوا و ایکس ویژن در برآورده کردن این نیازها، موفق تر بوده اند.

    نتیجه ‎گیری

    سبک غالب تصمیم گیری مشتریان این پژوهش در خرید تلویزیون، سبک کمال گرا و سپس برندگراست. همچنین بین خریداران برندهای بررسی‎شده در سبک های تصمیم، تفاوت معناداری وجود دارد.

    کلیدواژگان: برند تلویزیون، سبک تصمیم گیری، فرایند تحلیل سلسله مراتبی گروهی (GAHP)، مدل اسپرولز و کندال، موقعیت یابی محصول
  • مونا جامی پور*، الهام رحمتی، مهناز حسین زاده، غزاله طاهری صفحات 651-676
    هدف

    ظهور تجارت اجتماعی و فناوری های وب 0/2 به خصوص رسانه های اجتماعی، شکل جمع آوری اطلاعات و نحوه کسب هوشمندی رقابتی را تغییر داده است. هوشمندی کسب شده از این محیط باعث شد مفهوم جدیدی به نام هوشمندی رقابتی 0/2 پدیدار شود که نحوه کسب آن از جهات بسیاری با نوع قبلی آن تفاوت دارد. هدف این پژوهش طراحی چارچوبی برای کسب این نوع هوشمندی، بر مبنای استفاده از ابزارهای فناوری وب 0/2 و به طور خاص رسانه های اجتماعی است.

    روش

    بدین منظور، نخست با بررسی گسترده پیشینه تحقیق و با تشکیل گروه کانونی متشکل از خبرگان بازاریابی و سپس با نظرسنجی از متخصصان بیشتر، چارچوب نهایی شامل سه مولفه اصلی «فرایند کسب هوشمندی رقابتی 0/2»، «زمینه کسب هوشمندی رقابتی 0/2» و «محتوای کسب هوشمندی رقابتی 0/2» تدوین شد. سپس با استفاده از روش بهترین بدترین (BWM) ابعاد و زیرشاخص های شناسایی شده، توسط مدیران بازاریابی و افرادی که تجربه عملی داشتند، وزن دهی و رتبه بندی شده اند.

    یافته ‎ها

    بر اساس یافته‎ها، 10 بعد مهم این سه مقوله که به تایید گروه کانونی نیز رسیده‎اند، به‎ترتیب رتبه عبارت‎اند از: بعد هوشمندی رقبا 0/2؛ استخراج مفاهیم و الگوها؛ هوشمندی بازار 0/2؛ ارائه و ارزیابی هوشمندی رقابتی 0/2؛ برنامه ریزی برای کسب هوشمندی رقابتی 0/2؛ فرایندهای کسب وکار؛ افراد؛ فناوری؛ نظارت و جمع آوری اطلاعات از رسانه های اجتماعی؛ هوشمندی اجتماعی/ راهبردی 0/2 و هوشمندی فناوری 0/2.

    نتیجه ‎گیری

    مجموعه ای از ابعاد و مولفه های بسیار مهم مدل هوشمندی رقابتی 0/2 شناسایی و از نظر اهمیت رتبه بندی شدند. شرکت ها برای ارزیابی برنامه های هوشمندی رقابتی در عصر شبکه های اجتماعی، می‎توانند از یافته‎های این پژوهش استفاده کنند و به عنوان اصول راهنمای کسب هوشمندی رقابتی از آن بهره ببرند.

    کلیدواژگان: هوشمندی رقابتی 0، 2، تجارت اجتماعی، وب 0، 2، رسانه های اجتماعی، روش بهترین بدترین (BWM)
  • بابک یاوری فر، محمد محمودی میمند*، اوژن کریمی، سیدموسی خادمی صفحات 677-698
    هدف

    سازمان برای بقا در بازارهای پویا و متغیر به ابزاری نیاز دارد که با کمک آن بتواند بر چالش های محیطی فضای رقابت فائق آید. چنین ابزاری، هوشمندی بازاریابی است. هدف از انجام این تحقیق ارائه یک مدل هوشمندی بازاریابی است که چگونگی تدوین هوشمندی بازاریابی را به صورتی کاربردی و گام به گام تعیین می کند.

    روش

    در این راستا با مطالعه گسترده ادبیات موضوع به خصوص به منظور کسب دستیابی به نگاه اسلامی ایرانی، مراجعه به اسناد بالادستی، 47 فاکتور اصلی هوشمندی بازاریابی شناسایی شد و پس از ساختاردهی با ابزار تحلیلی سه شاخگی، در قالب پرسش نامه ای در اختیار خبرگان صنعت خودروی ایران قرار گرفت. با تحلیل آماری داده های به دست آمده از پرسش نامه جمع آوری شده، ده متغیر تاثیرگذار بر هوشمندی بازاریابی شناسایی شده، تایید شدند. سپس متغیرهای شناسایی شده، در پرسش نامه دوم که با ساختار تکنیک ISM تنظیم شد، وارد شدند. این پرسش نامه در اختیار خبرگان صنعت خودروی ایران قرار گرفت و پرسش نامه ها جمع آوری شد.

    یافته ‎ها

    بر مبنای نتایج پرسش نامه دوم و با استفاده از تکنیک ISM ، مدل «هوشمندی بازاریابی» طراحی شد.

    نتیجه ‎گیری

    بینشی که این مدل به مدیران ارائه می کند، می تواند آنها را در تحقق هوشمندی بازاریابی در سازمان یاری دهد. در تحقیقات آتی، می بایست به بررسی دلایل و مشکلات اصلی سازمان ها در پیاده سازی مدل هوشمندی بازاریابی، رد مدل نام برده، تحت بررسی قرار دادن مدل هوشمندی بازاریابی و دلیل بررسی نکردن آن مدل در سازمان پرداخت.

    کلیدواژگان: مدل سازی تفسیری ساختاری، مدل سه شاخگی، هوشمندی بازاریابی
  • راحله جلال نیا*، فاطمه عیدی صفحات 699-716
    هدف

    هدف بازی پردازی استفاده از توانمندی های اینترنت و طراحی سایت برای ایجاد موقعیت های فروش جدید است که این امر از طریق فروشگاه های اینترنتی تحقق می یابد. مطالعه حاضر با هدف مدل سازی بازی پردازی در فروشگاه های اینترنتی با رویکرد ساختاری تفسیری انجام شده است. این مطالعه از لحاظ هدف، کاربردی و از لحاظ ماهیت و روش اجرا، میدانی است.

    روش

    جامعه آماری این تحقیق را مدیران و خبرگان حوزه بازاریابی و فروش فروشگاه های اینترنتی تشکیل می دهند (9=N). در این تحقیق با استفاده از تکنیک مدل سازی ساختاری تفسیری، مدل جدیدی برای بازی پردازی در حوزه فروش اینترنتی توسعه یافته است.

    یافته‎ ها

    بر اساس این مدل، مشخص شد که عناصر مربوط به قابلیت تعامل بالای وب‎سایت بر سایر ابعاد بازی پردازی، بیشترین تاثیر را داشته و برای ایجاد یک فروشگاه اینترنتی بازی گون شده، لازم است به این بعد از بازی پردازی توجه بیشتری شود.

    نتیجه ‎گیری

    بازی پردازی به بیان ساده، یعنی استفاده از عناصر طراحی بازی در زمینه غیربازی. مدیران فروشگاه اینترنتی باید بدانند گیمیفیکیشن ساخت چیز جدیدی نیست، بلکه کار آن تقویت تاثیرگذاری سیستم موجود است. وقتی تعاملات ارزشمند بین مشتریان، کارمندان و شرکا به وسیله بازی بیشتر می شود و روندها به‎صورت بهتر و موثرتری پیش می روند، بدیهی است در نهایت، شرکت فروش بیشتری خواهد داشت.

    کلیدواژگان: بازی پردازی، تجارت الکترونیک، رویکرد ساختاری تفسیری، فروشگاه اینترنتی، لذت استفاده
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  • Hamed Varasteh, Jalil Delkhah *, Hamid Reza Yazdani Pages 459-484
    Objective

    Different firms resort to a variety of proceedings and strategies to resist agaisn recession and achieve their expected goals which include many aspects of designing or implementing strategies. The recession is a situation in which demand for goods and services decreases. In such a case, companies need to adopt strategies in different areas, especially marketing and sales, to survive in order to adapt to the conditions of the recession. Hence, the purpose of this study is to identify appropriate marketing and sales strategies that companies have implement during economic downturns and have been able to survive.

    Methodology

    The present research is a mixed-method study in terms of approach. The qualitative aspect of the study was conducted using theme analysis and the quantitative aspect was carried out as a survey questionnaire. Statistical population of the research in qualitative stage includes 5 top executives of companies active in FMCG industry as well as 5 experienced univesity professors (University of Tehran and Tarbiat Modares University of Tehran) with the expertise in marketing. Sampling method in qualitative stage was a combination of snowball sampling and targeted judgment sampling and sampling in the quantitative stage was based on convenience. All strategic actions related to marketing (product, price, place, promotion) during the economic recession have been identified using existing knowledge and interviews with industry and academia experts and then a questionnaire was distributed among 18 companies (companies active in the production of fast moving consumer goods goods (FMCG)) to identify their changes in sales and marketing strategies during the recession.

    Findings

    The results showed that the biggest changes have occured in the variables of “discounts” and “flexibility in customer reimbursement” respectively, while “comparing prices to that of rivals” was the least factor. In addition, the most significant changes regsarding place were observerd in “the management and monitoring of distribution channels” and “monitoring distributors” respectively, while “distribution baswed on market needs” was ranked the last. Regarding promotion section, the most significant changes are related to “the advertisement on social networks” and the provision of “discounts to distributors”, respectively, while “radio and television advertisement” includes the least changes. Finally, regarding the product area, the biggest change were observed in “the cost of providing raw materials” and “improving the production technology”, while “packaging” and “product volume” were among the least changes observed.

    Conclusion

    Changes in some of actions in the majority of companies are the same and can be considered as general marketing and sales strategies during the recession, such as “the presentation and diversification of discounts”, “the distribution based on market demand”, “the increase of advertising budget and promotion” and “improvement of production technology”. Some of the actions in different companies have changed differently, such as “comparing products prices to that of the rivals”, “inventory”, “outsourcing of distribution activities”, “advertising in radio and television” and “the provision of new products related to current products”. Besides, people will not be able to purchase in recession which forces the companies to reduce the size, volume, and weight of their product packaging in order to reduce the prices of the products. The companies will also postpone the presentation of new products in recession in order to be able to survive in the market.

    Keywords: Strategy, Marketing, sale, Marketing Mix, Recession, FMCG
  • Nasser Asgari * Pages 485-504
    Objective 

    Competency-based management has become one of the top human resource management priorities of leading organizations and has made it necessary to develop meritocracy models to recruit, retain and utilize its human capital. This critical role of competence has made it necessary to design competency-based models in various businesses, including the distribution industry. This study seeks to identify the qualifications of active sales managers in the distribution industry. We also tend to know how to classify these competencies and to what extent each of them is important for promoting the performance of sales managers in new sales patterns.

    Methodology 

    This study is applied in terms of the purpose; it is also based on sequential (qualitative-quantitative) mixed method. The model was proposed qualitatively, with an inductive-exploratory approach and using thematic analysis method. The database used in this study included previous researches on managerial competence patterns in the public and private sectors; the data were collected and analyzed based on zigzag method until theoretical saturation. The categorization was done using coding the data with the approval of several expert sales managers. The qualitative part of the research is descriptive in nature and has been done to test and validate the model in practice. The statistical population of the quantitative phase of the study consisted of 107 sales managers of BehPakhsh Company where 92 of them were randomly selected as statistical sample using a researcher-made questionnaire that resulted from the operationalization of the existing concepts in the model. Data analysis was performed by confirmatory factor analysis using LISREL software.

    Findings 

    Based on the proposed model, the key competencies required of distribution executives included 40 competencies that can be further classified into six main categories of: individual, communication-social, managerial-leadership, insight-cognitive, knowledge, and intelligence.

    Conclusion

    Individual competencies are the primary focus of this model, reflecting the personality and behavioral traits needed by sales managers to guide and influence salesmen and advance sales goals. Success, risk-taking and self-esteem are the personality traits of successful sales managers, and creativity, innovation, self-motivation, self-motivation, ethics, and committed effort are the behavioral competencies of successful sales managers in this model. Communication skills such as effective speech and listening, infiltration skills, persuasion and negotiation are among the essential requirements of their job. Process management and sales team leadership are the key roles and tasks of sales managers. The growing dynamics of the distribution company environment has also made it necessary the insights and cognitive competencies for sales managers. In the knowledge-based era, knowledge is one of the most important assets of leading organizations such as distribution companies, and the knowledge competencies of sales managers are among the most important human resources of these companies. High IQ index will be useful for timely adaptation to unstable conditions. Moreover, having social and emotional intelligence is essential for developing effective interactions and relationships management for sales managers, and ultimately having business intelligence and intake to understand business conditions and requirements, rivals’ actions, and appropriate action in current and future conditions can help improve the performance of sales managers.

    Keywords: Sales, Sales manager, Distribution industry, Competency, Competency model
  • Maryam Behzadi, Ehsan Abedi *, Seyed Mahmoud Hashemi Pages 505-524
    Objective

    Internal brand management is an effective factor in building and maintaining a strong brand. This sustainable competitive advantage includes the activities within an organization to ensure reflection on the brand value, so the staff can play an important role in the processes of managing and promoting internal brand.  A new approach with emphasis on the role of employees in branding has been taken into account in recent years. This approach has been affected by internal brand management, brand commitment, brand citizenship behavior and job satisfaction. Most of the models of branding are proposed in other countries and thus are designed and implemented according to their own market. Considering the importance of internal brand management and researches conducted on the personnel’s behavior, the present research aims to investigate the behavioral / attitudinal consequences of internal brand managementsuch as brand citizenship behavior, intention to stay, brand commitment and job satisfaction, among sales personnel of Farmand Company to implement the branding model in Iran and to probably modify those models based on the needs and characteristics of Iran market.

    Methodology

    The present research is applied in nature. It is also descriptive and correlative because it concerns the behavioral / attitudinal consequences of internal brand management. The statistical population of the research includes all 257 sales personnel of Farmand Company. To collect the data, a standard questionnaire was distributed and the data were analyzed through Structural EquationModeling (SEM), Partial Least Squares using Smart PLS2 software.

    Findings 

    The results approved the positive effect of internal brand management on brand commitment and job satisfaction among the sales personnel in Farmand Company. Moreover, the positive effect of internal brand management on brand citizenship behavior considering the mediating role of brand commitment was confirmed. However, it was observed that internal brand management has no positive effects on intention to stay with mediating role of job satisfaction and brand commitment. In addition, the findings showed that internal brand management has no positive effect on brand citizenship behavior with mediating role of job satisfaction.

    Conclusion 

    Regarding employees as internal customers, brand orientated human resource practices (recruitment, induction and training) are one way that can be the key to a successful internal brand management program.With the increase in internal brand management, we can expect improvement in the commitment of Farmand Company sales personnel to the brand. If brand identity, brand leadership and brand communication improve as the leverage of internal brand management, job satisfaction will increase. Employees may be more likely to stay with any increase in the payment because most employees today are not financially supported and are unlikely to want to continue working with the organization because of the organization's low-wage relationships or brand personality. Also, factors such as work-related psychological stress including role ambiguity, role conflict, and repetitiveness of the role can also lead to a tendency to quit. Job satisfaction has a wide range of features including job characteristics, payment, promotion, supervision, benefits, work environment, co-workers, and so on. Uncertainty about how salaries and remuneration are paid is one of the factors contributing to the decline in employee job satisfaction and ultimately their commitment to the brand. Job satisfaction has many dimensions and may not be fully implemented among the all staff. In this case, the employee may be dissatisfied with the whole organization and he may decide to quit if there are better suggestions from rival organizations. Besides, top-down job ordering, job uniformity and disregarding staff can be a cause of job dissatisfaction and a tendency to quit. Having a strong brand is a top priority for any organization and employees can play an important role in achieving such a goal. Employees who do not have sufficient information about the brand's mission and future goals will not be effective in accomplishing the goals. Employees need to be confident about their position in the company and to be considered as a part of the brand in order to try to help brand to achieve its goals (extracurricular behaviors).

    Keywords: Brand citizenship behavior, Brand commitment, Intention to stay, Job satisfaction, Internal brand management
  • Mohsen Nazari *, Mahmoud Kamareh, Ali Heidari, Amirhosin Ghaderiabed Pages 525-542
    Objective

    The purpose of this study is to investigate the concept of collaborative competition in one of the most evolving industries in Iran i.e. the ICT industry and in particular, the telephone and mobile communications sector. Many companies are persuaded to adopt collaborative competition strategies due to industry-specific features such as low product lifecycle, strong technology convergence and high R&D costs. In this regard, one of the innovations of the present study is to try to design a conceptual model for collaborative competition strategy and then to modify it based on the Iranian communications industry.

    Methodology

    This research is qualitative in nature and has applied the case study theory In the present study, based on a comprehensive reviewe of the related literature in the field of collaborative competition, the basic research questions were identified according to the results and gaps of the previous researches, and then, by selecting case studies and developing a case study protocol, the research procedure began. The statistical sample is selected from among all the cases of cooperative competition companies which were active in the area of telephone and mobile communications in Iran through purposive judgmental selection method. The Data used in the study included researher’s personal observations, international reports, organizational documentation and evidence, as well as interviews with managers and experts in the field of telephone and mobile communications (using a purposive judgmental method).

    Findings

    A review of the findings from the case studies showed that governmental policies and the regulatory body, the economic and financial incentives of corporations, and specific characteristics of the communications industry have played a significant role in shaping collaborative competition. In terms of the factors influencing the choice of a rival company for cooperation, one can highlight the important role of each party's resources and capabilities. On the other hand, factors such as disregarding the interests of the other party, opportunistic behaviors, changing initial conditions, and interactive problems have caused tensions in the collaborative competition relationship. As a consequence of the cooperative competition relationship, it should be noted that virtual operators have not yet achieved even a small market share in the country's mobile market, and as a result, have not yet achieved revenue and profitability. The major operators are also not competent enough in marketing and expanding the market for virtual operators and have only been able to gain profit for their infrastructure services. This is mostly due to the incorrect definition of the collaborative competition protocol (including strategy, business model, and etc.).

    Conclusion

    This study aimed to explain the process of formation, development and management of collaborative competition in the telephone and mobile communications sector in Iran using a multi-case study method. For this purpose, after designing the case study protocol, two cases were selected as the cases of collaborative competition in the telephone and mobile communications industry. Then, by gathering the data and evidence from analysis of intra- and inter-case studys cases, a conceptual model relationship for collaborative competition strategy in the field of telephone and mobile communication sector that includes the conditions, contexts, management, tensions, and outcomes of collaborative competition.

    Keywords: Coopetition strategy_Telephpne & Mobile communications_Multiple Case Study
  • Vahid Khashei *, Iman Ashofteh Pages 543-564
    Objective

    Today, many Iranian and foreign companies consider partnering with each other. Iranian companies strive to partner with foreign companies to build the capacity needed to achieve their business goals and foreign companies also tend to reach new markets by partnering with local partners. However, despite the government's emphasis and the efforts of Iranian companies to attract foreign partners, this has hardly happened in the Iranian home appliance industry, indicating risks to both domestic and foreign investors. Therefore, the present study aims to investigate, identify and model the risks that Iranian companies face in Strategic Alliance with foreign companies in Iranian home appliance industry.

    Methodology

    This research is done in pragmatism paradigm, using exploratory sequential mixed method. In the qualitative phase, the Strategic Alliance risks are discovered through semi-structured interviews using qualitative content analysis approach. Then in the quantitative phase, the required data were collected by a questionnaire from industry experts and financial professionals and were analyzed with Interpretive Structural Modeling (ISM). The statistical population includes the experts, university professors as well as the board of directors, senior managers and specialists of companies active in Iran home appliance industry and their foreign partner.

    Findings

    187 phrases were extracted from a total number of 18 interviews with 20 experts. These phrases were then classified into 69 indices using content analysis. The final model consists of a total of 22 elements as the perceived risks of international Strategic Alliance in three stages of the formation, operation and termination of alliance.

    Conclusion

    The results show that at the beginning stage (formation) of Strategic Alliance, the factors of “partner selection”, “opportunistic behavior”, “negative inter-dependence to the partner” and “weaknesses in international contracts” are at the highest level and have the least impact. Besides, "political risks" and "legal risks" are at the second and third levels having more impact on other factors. At the operational stage of the alliance, factors such as "low value of made-in-Iran brand", "internal differences in management", "non-compliance", "opportunistic behavior", "high price", "poor raw material supply infrastructure" and "demand risks" are at the highest levels with the least impact and the factors such as "political risks", "legal risks" and "economic risks" are at the lowest level with the highest impact on other factors. At the termination stage of alliance, the factors of "international litigation problems" and "evaluation and determination of the partners' share" are at the highest level having the least impact and the "legal risks" factor is at the lowest level having the most impact on the other factors. The sets of risks involved in each stage of the Strategic Alliance have mutual impacts on each other.

    Keywords: Foreign Investment, Home Appliances, Risk, Strategic Alliances
  • Hajar Hakimi *, Ali Divandari, Masoud Keimasi, Mehdi Haghighi Kaffash Pages 565-584
    Objective

    The large number of bank customers may sometimes be misinterpreted as loyalty because in many cases the accounts inactive and the customers are not much willing to go to the banks. In the current situation, the main challenge for managers is the constant changes of the expectations and needs of banks' customers, where traditional marketing paradigm is no longer responsive. Accordingly, by emphasizing on the various dimensions of the customer experience and identifying the relevant key factors, one can provide sufficient insight for the bank's management to the key factors needed to succeed in the customer experience. It should be noted that the main gap, currently, exists in the research literature is the gap between the academic field and the implementation on the topic of customer experience. Accordingly, the main purpose of this study is to present a model of customer experience through organization manageable factors in the micro banking industry considering an interpretive structural equation approach.

    Methodology

    In this regard, a mixed research design was applied and 68 micro-banking clients were studied through in-depth and focus group interviews. Experts’ opinions and Fuzzy Delphi method were used to analyze the data. In order to confirm the research pattern and to assure the fitness and sustainability of the second-order confirmatory factor analysis model was used. Moreover, a questionnaire was designed and distributed among 400 clients of micro banking industry. Finally, interpretive structural equation (ISM) method was used to explain the model, and the expert survey revealed the relationship between the factors that constitute the customer experience and their respective levels.

    Findings 

    Out of the 70 dimensions mentioned in customer experience, 37 items were rejected and a total of 33 items were accepted as the main dimensions by experts. Due to the removal of subcategories, the main categories of “physical enclosures” and “service exposures” were completely removed. According to experts’ opinions, the sub-categories of price, security and services have been combined and named as service categories. Other customers were combined with the main social environment category and the social environment category was further classified into three sub-categories. Finally, nine main categories shaping the customer experience in the micro banking industry were extracted along with the thirty three sub-categories. These dimensions were identified at six levels as the outputs of the model and their relationship to each other was determined.

    Conclusion

    The extracted model in this study reflects the effective dimensions on customer experience in the micro banking industry. According to the theory of consumer culture, cultural aspects should be considered in consumption research. Banks can put into action the issue of customer experience management in the light of the dimensions of this research. The service categories with six main sub-categories occupy the largest part in this model. The sub-categories related to costs, security and services are the areas where banks can manage their customers to create a better customer experience. In previous models of customer experience, hidden costs were not taken into account in the models. The category of “employees” with four main sub-categories is among the influential aspects of the customer experience in the micro banking industry where banks can manage this sector through coherent HR planning. Another major issue is the extraordinary experience that was not addressed in previous models. Because of the equity in the banking industry, it is difficult for banks to create an extraordinary experience. Therefore, planning for the four sub-categories of this sector including surprise, distinction, rewards and value-added services for bank managers is essential. In the context of the proposal for future research, it should be noted that the issue of customer experience has been raised as a new topic in the field of marketing for Iranian organizations. Related topics such as customer experience management and measuring customer experience should be addressed in future research. Given that ​customer experience is among the hot topics in the coming years, it is therefore essential for organizations to pursue this issue in pursuit of customer experience management models and customer experience measurement models, and ultimately to obtain the expected outputs from customer experience.

    Keywords: Customer experience, Confirmatory factor analysis, Fuzzy Delphi, Interpretive structural modeling, Retail banking
  • Mohammad Reza Hamidizadeh, Maryam Akhavan, Ahmad Kazemi * Pages 585-608
    Objective

    Investigating previous researches shows that changes in the marketing approach of organizations have shifted from traditional attributes and benefits to the approach of creating experiences for consumers. Actually, this new approach is based on the fact that consumers' lives are largely influenced by their experiences before, during, and after purchasing and consuming products and services from different organizations and producers. The purpose of the present study is to identify the nature of different types of consumption experiences and to examine their effects on perceptions of prices.

    Methodology 

    The present research is considered as a mixed research in terms of the method. The required data were obtained within two stages. In the first step, the Q method was used to systematically analyze the individuals’ mental structure regarding different types of consumption experiences, and in fact to identify different types of mental structures regarding consumption experiences. In the second step, a questionnaire was used to collect the data required to examine the impact of different types of consumption experiences on perceptions of prices. The statistical population of this study includes all the students of Shahid Beheshti University who are using mobile phones.

    Findings

    Based on the findings of the study, it was assumed that in addition to attachment experiences, other experiences of using mobile phones including relational-oriented experiences, searching experiences, and inoculated experiences were significantly (at 99%) affective on Shahid Beheshti University students.

    Conclusion

    People with relationship-oriented experiences believed that the type of mobile phone affects their credibility and reputation; therefore, they reasonably buy mobile phones that are just more expensive. These people were satisfied with the performance of their mobile phone and. On the other hand, because of the relationship-oriented issue suggesting that they had a tendency to buy more expensive mobile phones, it can therefore be argued that their previous experiences would form price-quality perceptions among them. Besides, people with searching experiences have realized that they need to spend more time gathering relevant information to make a successful purchase, after going through relatively unsuccessful experiences with their mobile phones. Therefore, because of such experiences, they would generally try to make decisions based on logic, rather than emotions and intuitive factors. This is the reason why those with these kinds of experiences increase negative perceptions of price and decrease positive perceptions within themselves. The participants within the inoculated experience group would place the least importance on mobile phones. In fact it can be argued that these people do not pay much attention to their mobile phone brand and model and only consider it as a means of communication and nothing more. So, they don't intend to pay much money for mobile phones. Finally, the impact of attachment experiences on building positive and negative perceptions of price has not been approved. That is, it can be argued that their consumption experiences were based on the useful purchase values ​​they gained from their mobile phones. Hence, these people don't pay much attention to the price of their mobile phone.

    Keywords: Consumption experiences, Positive perceptions of price, Negative perceptions of prices, Mobile phones users
  • Marjan Mohaimani, Kambiz Heidarzadeh Hanzaee *, Yazdan Mansourian Pages 609-630
    Objective

    The main goals of the research include achieving a deeper understanding of the consumers’ confusion experience as perceived by them while purchasing, presenting, sorting and classifying the causes of consumers’ confusion exience as it occurs in the natural context. To achieve these goals, we have investigated the real consumers’ experience as well as past theoretical studies. This study also provides a model of factors influencing shaping the consumers’ experience of confusion by extracting the components and causes of confusion as a concept that consumers face in their daily retail purchases.

    Methodology

    The present applied research is conducted based on qualitative method and phenomenological approach. In this study, due to the complexity of the concept of consumers’ confusion, multiple purposeful sampling including porpuseful, available, snowball and the most variety sampling methods were used. The strategies used to collect the data were a combination of in-depth interviewing, note-taking, and careful study of the related theoretical texts. Based on a detailed study of the theoretical literature, the researchers compared the findings of this study with those of the previous researches.

    Findings

    In general, confusion is an unpleasant experience for most of the consumers; in other words, it indicates a mental state of inability to concentrate on purchasing products and services that includes the emotional, cognitive, and behavioral dimensions of individuals. When the degree of confusion in the consumption situation exceeds the acceptable level, the consumer develops one or more strategies to reduce or eliminate it. The strategies to reduce and eliminate confusion are divided into two general categories: the individual solution and the external solution. Individual solutions refers to the case where the person who is experiencing confusion tries to address things such as adjusting their own information, changing the time of purchase, rethinking about purchasing, needs assessment, purchasing based on their needs, and so on.

    Conclusion

    The concept or nature of the consumer’s lived confusion experience is not simple and uni-dimensional, but includes multidimensional and multilayered meanings. Some of the field findings obtained from the interviews with participants about their experience of confusion while shopping confirmed the theoretical findings of the previous studies. However, in order to address previous research gaps in the area of ​​consumer confusion in the retail markets (such as HyperMarkets and ...) and in order to provide a basis for future research on discovering, identifying, and phenomenologically explaining this experience, we found the basic influencial concepts of consumer persuasion knowledge, decision making style, and consumers’ costs which are among the innovative aspects of this research.

    Keywords: Lived experience, Consumer persuasion knowledge, Phenomenology method, Consumer confusion, Consumer expenses
  • Mohammad Karimian, Ali Sanayei *, Majid Mohammad Shafiee Pages 631-650
    Objective

    In order to examine some aspects of shopping behavior among TV set buyers, we will first study the criteria and regulations that consumers take into account while purchasing in order to choose their desired brand. On the other hand, the specific application of this research is to study the positioning of 4 TV brands in Isfahan province.

    Methodology

    This research is applied in terms of purpose and is conducted based on mixed research approach (quantitative and qualitative). Data collecting was descriptive based on survey. Statistical population includes active workers in production and sales departments and after-sales services, service providers and customers of this product.

    Findings

    The most important criterion as expressed by the color TV customers in the sample studied is the appearance, beauty and then the image quality. Brand reputation has also been perceived as a very important need from the customers' point of view. Television set buyers in the city of Isfahan are, 95%, likely to purchase based on one of the five styles of perfectionist, brand-oriented, wandering, price-sensitive, and habitual. But, the three fashionable, reactive, and fun styles are not identifiable among these television buyers. In the brand-oriented decision-making style, the Samsung brand is at the top and the other brands are equal. In the price-sensitive style, the SNOWA brand ranked first, the XVision brand is second, and then LG and Samsung equal.

    Conclusion 

    Based on the results of this study, appearance, beauty, image quality, brand reputation, price, warranty and after-sales service, sound quality, promotion, up-to-date technology and product portfolio are among the most important criteria for consumers while buying TV sets. The success rates of the four brands of color TV products introduced to meet these needs showed that among these criteria, image quality regarding the natural color, appearance and beauty of the product, brand reputation, quality of after-sales service and the product price are among the highest criteria. Among the brands surveyed, the Samsung brand ranked highest in meeting customer expectations, followed by LG, SNOWA, and XVision. On the other hand, perfectionist style and perception of the high quality of a particular brand is a top priority for Isfahan TV set buyers. Brand-oriented decision-making style and attention to product and brand were ranked second to all buyers and dominated by Samsung brand buyers. In fact, they believe that a well-known brand in the market will have acceptable quality.

    Keywords: Customer-decision making styles_Group Hierarchy Analysis (GAHP)_Product positioning_Sproles & Kendall Model_TV brand
  • Mona Jami Pour *, Elham Rahmati, Mahnaz Hosseinzadeh, Ghazale Taheri Pages 651-676
    Objective

    Given the rich database in social media and the need to gain competitive intelligence from such data-driven technologies, the companies are in need of a framework for acquiring Competitive Intelligence 0.2 to as the guidelines. Despite the importance of Competitive Intelligence 0.2 in the literature, most studies have focused on competitive intelligence acquisition tools such as text mining, visualization, emotion analysis, and relationship analysis. However, there is no comprehensive and practical framework that encompasses various aspects of Competitive Intelligence 0.2. Therefore, the purpose of the present study is to design a Competitive Intelligence 2.0 framework that helps organizations sustain and continue to their activities in such a dynamic competitive environment. Due to budget constraints in organizations and the complexity of the dimensions presented in the framework, it is finally attempted to rank and determine the importance of each dimension using multidisciplinary decision making tools in order to determine the priorities in investment.

    Methodology

    The present applied study is descriptive in terms of data collection. In order to prioritize the identified categories, dimensions, and sub-categories, the standard BWM questionnaire was designed and distributed among eight marketing and social media executives and experts who had practical experience in the field. Accordingly, the researchers will identify the priorities and weights of the categories, dimensions and subcategories.

    Findings

    The proposed framework consists of three components of process, content and context, which is more comprehensive than the other frameworks presented before. Despite the many differences from traditional competitive intelligence, Competitive Intelligence 0.2 also requires contextual factors such as the need for infrastructure, organizational culture, organizational readiness, and business processes. Besides, sub-indicators of "the distributed computations across the organization" from the technology dimension and "exploiting the potential of social networks to attract joint venture" were eliminated from the socio-strategic deminsion of the framework.

    Conclusion

    In this study, competitor intelligence factor 0.2 was the most important factor in the content of competitive intelligence 0.2. Given this, in order to improve the status of the company regarding this dimension, it is recommended that the companies take measures such as identifying the strengths and weaknesses of competitors using customer-contextual comparative commentary, raising awaness of the competitors' advertisments and product services by analyzing the competitor website, identifying the rivals’ new products through competitor website analysis and etc. "extracting concepts and patterns" is the most weighed factor of "Competitive Intelligence", so the companies need to have up-to-date tools and techniques to discover practical knowledge, concepts, and patterns hidden in massive volumes of data within social networks to proactively identify opportunities and threats in the competitive environment. On the other hand, the "technology" dimension is the most weighted among the other components of the "Competitive Intelligence Background 0.2". Technological infrastructures such as supplying suitable hardware and software to launch systems, having teams of experts in technology, securing accounts, secrets and company information, and improving the compatibility of new technology with the organization's former technology are necessary in the application of new technologies in organizations. This may be the reason for the importance of this index in the present study.

    Keywords: Competitive intelligence 0.2, Social commerce, Social Media, Web 0.2, Best-Worst Method (BWM)
  • Babak Yavarifar, Mohammad Mahmoudi Maymand *, Ozhan Karimi, Seyed Mousa Khademi Pages 677-698
    Objective

    Inter-organizational intelligence is an effective way for organizations to adapt to the external environment, overcome the possible threats and seize opportunities. And since receiving information from the outside of the business environment affects the competitive position and effectiveness of the organization's marketing policies, it is important to pay attention to the kind of information needed for the organizations and the fact that how much they use intelligence in their strategic decisions. Considering the influence and background of Iran's automotive industry with an eight-decade history in the country and with various ups and downs as well as a special place in terms of cross-sectoral links in the Iran economy, we intended to identify the key factors affecting marketing intelligence based on the experts’ opinions. And then, we aim to present a conceptual model, using ISM technique, to identify the sequences and relevance of these factors.

    Methodology

    Based on the nature of the subject and the objectives, the present research is a survey. At first, through reviewing the literature and interviewing experts, marketing intelligence factors were identified and then a questionnaire was designed to determine the importance of each factor. The statistical population of the present study is the Iranian automotive industry including the experts, managers and assistants of strategy, marketing and sales units. Participants were selected based on stratified random sampling proportional to the number of employees in each corporate unit. Confirmatory factor analysis was used to extract the factors (from the first questionnaire) and also to determine the structural validity and suitability of the model. LISREL and SPSS software were used for data analysis. ISM calculations were performed manually to obtain the relationship and sequence of variables from the second questionnaire.

    Findings

    The results of the ISM indicated that the ten approved marketing intelligence factors fall into six levels. The last level in the ISM represents a factor that performs as the cornerstone of the model and underlies the factors of previous levels. The first level in the ISM represents the factors highlighting the ultimate outcomes of the model. In other words, these are the factors that are obtained through other contributors.

    Conclusion

    Within the obtained model in this study, the monitoring of online communications, governmental information sources and information vendors are at the first level. While, at the bottom of the model is the country's priority factor which is the cornerstone of marketing intelligence in an organization, and the marketing should start emphasizing on this factor. Organization’s directional factors are located at the fourth level which is affected by the intelligent marketing enablers (within the fifth and sixth levels). That is, this factor palys a mediating role in marketing intelligence.

    Keywords: Marketing intelligence, Structural interpretive modeling, Three-branch model
  • Raheleh Jalalniya *, Fatemeh Eidi Pages 699-716
    Objective

    The ultimate objective of the research is to determine how to use the scientific approach to achieve gamification in the e-commerce. Given the importance of gamfication in today's business market and the unique role that the brand plays in the field of e-commerce, identifying the dimensions of gamification and its impact on e-market is a key factor toward the success of organizations in the field of e-commerce. Therefore, this study aimed at investigating the underlying factors of gamification in online stores.

    Methodology 

    The present study is an applied research in nature and is a descriptive survey based on the nature and the method. Interpretive structural modeling method was used to analyze the research data. The statistical population of this research is comprised of managers and experts of Bamillo Online Store. The study used the views of 9 experts in the field of internet marketing and sales at Bamillo Online Store. Library methods were used to collect the literature and research backgrounds and the final data to investigate the effects of brand personality indices on B2B marketing were collected using a questionnaire.

    Findings

    Based on the previous studies and specialized interviews, finally, the gamification indicators in online stores were identified including the  joy of using the system services, attractiveness of the game-like website design, enjoyable experience, amusement, user-firendly website design, the benefits of using game-based services, interacting with other users and social presence, awarding badges, building friendships, high interactive capability of the website, interacting with the system, feeling adventurous, stimulating user’s curiosity, success, comparing and competition with other users. In this study, after identifying the dimensions and indicators of the study, the relationships between the dimensions and the indicators identified using the concept of 'leading' were analyzed.

    Conclusion

    The development of gamification can have a positive impact on the perceived enjoyment of users. It is suggested that in order to increase the positive impact on perceived enjoyment, the process or the product should be attractive and desirable by proposing appropriate incentives. Moreover, the non-lucrative and modest nature of the new design, compassionate services, online support and etc. can boost trust and give the consumer the feeling that the products are beneficial in this online store. This will ultimately improve the profitability of online stores.

    Keywords: E-commerce, Gamifcation, Joy of use, Structural-interpretative approach, Web store