فهرست مطالب

مدیریت بازرگانی - سال یازدهم شماره 42 (زمستان 1398)

فصلنامه مدیریت بازرگانی
سال یازدهم شماره 42 (زمستان 1398)

  • تاریخ انتشار: 1398/10/01
  • تعداد عناوین: 14
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  • محسن نظری * صفحات 717-718

    اصالت پژوهش، یکی از معیارهای مهم در ارزیابی مقاله‎ها و پایان‎نامه‎های دانشگاهی است. در مجله‎های معتبر، تاکید می شود که نویسنده اصالت و ارزش[1] مقاله را به‎طور روشن بیان کند. در واقع، این مسئله یکی از معیارهای تصمیم‎گیری برای قبول یا رد شدن پژوهش است.
    در بیان ساده، اصیل بودن پژوهش به این معناست که تکراری نباشد، متمایز باشد، ارزش جدیدی برای جامعه علمی و سازمان‎ها خلق کند، گره‎ای از مشکل‎ها بگشاید و سخنی نو در اندازد. پژوهش اصیل پژوهشی خلاقانه، نو، یکتا و بی‎همتاست، نه کلیشه‎ای و تکراری. پژوهش اصیل مشابه پژوهش‎های گذشته نیست که صرفا برای ادای وظیفه یا کسب امتیاز انجام شود.

  • ایوب محمدیان*، فاطمه میرباقری، امیر خانلری صفحات 719-741
    هدف

    با توجه به پراکندگی پژوهش های قبلی، هدف این پژوهش آن است که نخست از طریق مرور سیستماتیک و تحلیل کیفی، کلیه کاربردهای نوآورانه فناوری اینترنت اشیا در بازاریابی شناسایی شود و دسته بندی جامع و مانعی از آنها صورت گیرد و در ادامه، از طریق تحلیل محتوای کمی، روندها و شکاف های این حوزه، پژوهش جدیدی معرفی شود.

    روش

    روش اجرای این پژوهش، روش آمیخته است. بدین ترتیب که در مرحله نخست این پژوهش برای شناسایی و دسته بندی کاربردها از روش فراترکیب تعداد 2150 مقاله شناسایی و بررسی شده است. در مرحله دوم پژوهش نیز با استفاده از روش تحلیل محتوا به تحلیل کمی و دقیق تر روندهای پژوهشی موجود از نظر توزیع زمانی، مکانی و موضوعی اقدام شده است.

    یافته ها

    یافته های این پژوهش نشان می دهند، کاربردهای فناوری های اینترنت اشیا در بازاریابی دیجیتال را می توان در هفت حوزه آمیخته بازاریابی شامل محصول، مکان، قیمت، ترفیع، فرایندها، شواهد فیزیکی و نیروی انسانی به کار برد. همچنین بر اساس تحلیل های کمی مشخص شد پژوهش های مربوط به این حوزه از روند صعودی برخوردار بوده و بیشترین کاربردها مربوط به حوزه ترفیع، حوزه محصول و پس از آن حوزه فرایندها بوده است.

    نتیجه گیری

     نتایج این پژوهش نشان داد، فناوری اینترنت اشیا پتانسیل ایجاد نوآوری در هر یک از هفت حوزه بازاریابی را دارد، اما نیاز است در آینده به منظور بالفعل شدن کاربردهای اینترنت اشیا از بین عناصر هفت گانه آمیخته بازاریابی روی عناصر نیروی انسانی، مکان، شواهد فیزیکی و قیمت گذاری پژوهش های کیفی بیشتری صورت گیرد.

    کلیدواژگان: اینترنت اشیا، بازاریابی دیجیتال، نوآوری، کاربردها
  • محمد حقیقی، هاشم آقازاده، سید حمید خداداد حسینی، معین غریبی* صفحات 742-761
    هدف

    طی سال های اخیر، پژوهشگران حوزه بازاریابی، تمایل فزاینده ای به اجرای این نوع پژوهش ها در بستر شبکه های اجتماعی پیدا کرده اند. هدف پژوهش حاضر، شناسایی و تبیین ابعاد هوشمندی رقابتی در صنعت ماءالشعیر است.

    روش

    روش استفاده شده در این پژوهش شبکه نگاری نام دارد. این روش نوعی روش پژوهش کیفی مردم نگاری با استفاده از ظرفیت های بالای اینترنت و شبکه های رو به رشد اجتماعی است. دریافت مستقیم نظر مشتریان و شناخت دیدگاه های آنان، برای سازمان بسیار ارزنده است، اما با وجود توجه به این حوزه، در این زمینه پژوهش های زیادی انجام نشده است.

    یافته ها

     پژوهش حاضر ضمن بررسی نظر کاربران شبکه اجتماعی اینستاگرام در ذیل مطالب منتشرشده در صفحات مربوط به شرکت ها و برندهای فعال در صنعت ماءالشعیر ایران، به تحلیل این نظرها و استخراج ابعاد هوشمندی رقابتی شامل هوشمندی بازاریابی، هوشمندی رقبا، هوشمندی فناورانه، هوشمندی راهبردی و هوشمندی اجتماعی و سلامت اقدام کرده و سپس به مقایسه نتایج مشابه و نامشابه پژوهش حاضر با سایر پژوهش ها پرداخته است.

    نتیجه گیری

     شرکت های فعال در صنعت ماءالشعیر، برای تقویت رقابت پذیری خود به حضور فعالانه در فضای مجازی، تدوین و اجرای راهبرد های بازاریابی دیجیتال و بهره گیری از متخصصان حوزه شبکه های اجتماعی نیاز دارند. در این راستا، پژوهش حاضر برای شرکت های فعال در این صنعت رهنمودهایی ارائه کرده است. از این رو برای پژوهشگران این حوزه هم از دیدگاه نظری و هم از نظر کاربردی و فعالان صنعت، پژوهشی سودمند است.

    کلیدواژگان: هوشمندی رقابتی، شبکه های اجتماعی، روش پژوهش شبکه نگاری، صنعت ماءالشعیر
  • طاهر روشندل اربطانی*، طهمورث حسنقلی پور یاسوری، سید وحید عقیلی، احمد جوادی پور صفحات 762-781
    هدف

    این پژوهش با هدف انتخاب آمیخته رسانه در کمپین تبلیغاتی خاص صنعت بیمه که به منظور افزایش فروش بیمه نامه های خرد طراحی شده، اجرا شده است.

    روش

    پژوهش حاضر از نظر هدف کاربردی، از نظر روش و چگونگی گردآوری داده ها توصیفی از نوع پیمایشی و از نظر نحوه اجرا از نوع پژوهش های آمیخته (کیفی و کمی) به شمار می رود.

    یافته ها

    به کمک نظر خبرگان صنعت بیمه و حوزه رسانه، در مجموع 13 رسانه به عنوان رسانه های موثر بر تبلیغات بازاریابی بیمه های خرد شرکت های بیمه انتخاب شدند که از لحاظ اهمیت به ترتیب عبارت اند از: 1. اینترنت (فضای مجازی)؛ 2. تلویزیون؛ 3. پورتال سازمانی (وب سایت)؛ 4. رادیو؛ 5. بیلبورد؛ 6. پیام کوتاه؛ 7. روزنامه؛ 8. مجله؛ 9. بروشور؛ 10. تراکت؛ 11. فضای داخل و بیرون اتوبوس های شهری؛ 12. صفحه سینما؛ 13. فضای مترو.

    نتیجه گیری

    با توجه به اینکه در اولویت بندی رسانه ها، اینترنت مهم ترین رسانه برای تبلیغ شناخته شد، پیشنهاد می شود که هنگام تنظیم برنامه های تبلیغاتی، برای اینترنت سهم بیشتری در نظر گرفته شود و سایر رسانه های موثر بر تبلیغات بازاریابی بیمه های خرد شرکت های بیمه نیز به ترتیب اولویت، سهم خود را در برنامه ای تبلیغاتی شرکت های بیمه داشته باشند.

    کلیدواژگان: آمیخته رسانه، کمپین تبلیغاتی، تبلیغات، بیمه
  • الهام سادات صبور ابوانی*، وحید خاشعی ورمزخواستی صفحات 782-803
    هدف

    رویکردهای تصمیم گیری مبتنی بر داده های محیطی، قابلیت اطمینان را برای تصمیم ها بهبود می دهند؛ اما یکی از مشکل های مهمی که در سازمان ها و به ویژه بخش خصوصی وجود دارد، ناتوانی در پیاده سازی این رویکردهاست. هدف پژوهش حاضر این است که از بین گفتمان های خبرگان صنعت بیمه و تصمیم گیری راهبردی، الگوی تصمیم گیری راهبردی مبتنی بر شواهدی ارائه شود که در رفتار مدیران ارشد صنعت بیمه مستتر شده است.

    روش

    پژوهش از نظر هدف، بنیادین و از نظر ماهیت، اکتشافی است. برای گردآوری داده ها، رویکرد مصاحبه عمیق نیمه ساختاریافته در کنار مطالعات کتابخانه ای مد نظر قرار گرفت. جامعه آماری این پژوهش، خبرگان سازمانی و خط مشی گذاری بودند. برای شناسایی خبرگان از روش نمونه گیری هدفمند و گلوله برفی استفاده شد که طی آن با توجه به کفایت داده ها با 20 خبره مصاحبه به عمل آمد.

    یافته ها

    در نهایت مدل تصمیم گیری راهبردی مبتنی بر شواهد با استفاده از نظریه داده بنیاد طراحی و شرایط علی عدم اطمینان محیطی و شکاف استراتژیک شناسایی شد.

    نتیجه گیری

    در مدل پارادایمی تصمیم گیری، گفتمان اطمینان طلبی و شکاف استراتژیک، پدیده اصلی بودند. برای شرایط مداخله گر، محدودیت های اخلاقی و ویژگی های شخصیتی مدیران شناسایی شدند. عوامل بستر، شامل فرهنگ سازمانی و امکانات و منابع سازمان بودند که بر راهبرد اصلی که همان تصمیم گیری مبتنی بر شواهد است، تاثیر می گذارند. پیامد این نوع تصمیم گیری، توجه بیشتر به موضوع علم گرایی، ائتلاف گرایی، مشارکت ذی نفعان در سازمان و جهت گیری استراتژیک در سازمان است.

    کلیدواژگان: تصمیم گیری مبتنی بر شواهد، تئوری داده بنیاد، گفتمان کاوی، گفتمان اطمینان طلبی
  • مهدی دهقانی سلطانی*، عباس شول، سارا رمضانی صفحات 804-824
    هدف

    امروزه پژوهش در زمینه قصد بازاریابی دهان به دهان مشتریان در صنعت هتلداری توجه زیادی را به خود جلب کرده است. در نتیجه هدف از پژوهش حاضر بررسی تاثیر ارزش زیست محیطی و تصویر سبز بر تمایل به تبلیغ های دهان به دهان با تبیین نقش اعتماد سبز و تمایل به پرداخت در چارچوب مدل SOR است.

    روش

    جامعه آماری نامحدود این پژوهش، مشتریان جوان هتل بین المللی پنج ستاره پارسیان استقلال در شهر تهران است. حجم نمونه از طریق نمونه گیری در دسترس و فرمول کوکران به دست آمد و برای جمع آوری داده ها نیز از پرسش نامه استاندارد استفاده شد که روایی آن از طریق روایی سازه و تحلیل عاملی تاییدی و پایایی آن نیز با استفاده از آلفای کرونباخ تایید شد. پژوهش حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری داده ها، توصیفی پیمایشی است. داده ها با استفاده از مدل سازی معادله های ساختاری و نرم افزار LISREL تجزیه و تحلیل شدند.

    یافته ها

     نتایج به دست آمده از پژوهش نشان داد که ارزش زیست محیطی بر اعتماد سبز، تصویر سبز و تمایل به پرداخت، تاثیر مثبت و معناداری می‎گذارد و تصویر سبز بر اعتماد سبز و تمایل به پرداخت نیز به‎صورت مثبت و معنادار تاثیرگذار است. بر اساس یافته های پژوهش، تمایل به پرداخت بر تمایل به تبلیغ های دهان به دهان تاثیر مثبت معناداری دارد. همچنین اعتماد سبز بر تمایل به پرداخت و تمایل به تبلیغ های دهان به دهان تاثیر مثبت معناداری دارد.

    نتیجه گیری

    بر اساس نتایج،‎ افزایش ادراک مشتریان در خصوص ارزش زیست محیطی، تصویر سبز، اعتماد سبز، تمایل به پرداخت و تمایل به تبلیغ دهان به دهان مشتریان در صنعت هتلداری کمک می کند.

    کلیدواژگان: ارزش زیست محیطی، تصویر سبز، اعتماد سبز، تبلیغ دهان به دهان، صنعت هتلداری
  • مجتبی خلیفه*، عباس عباسی، معین کاظمی، مهدی سمیع زاده صفحات 825-849
    هدف

    هدف از اجرای این پژوهش، بررسی اثر تردید سبز بر رفتار و قصد خرید سبز (در قالب ساخت یک مدل نظری) با در نظر گرفتن نقش میانجی ملاحظات زیست محیطی، دانش زیست محیطی و نگرش های فردی و اجتماعی به محصول های سبز است.

    روش

    پژوهش پیش رو بر اساس هدف، کاربردی و از نظر ماهیت و روش، توصیفی پیمایشی است. گردآوری داده ها از طریق توزیع 240 پرسش نامه در میان مصرف کنندگان شهر شیراز که با محصول های سبز آشنایی داشتند، صورت پذیرفت. تجزیه ‏و‏ تحلیل داده ها نیز به واسطه مدل سازی معادله های ساختاری و با کمک روش حداقل مربعات جزئی و به‏ ارگیری نرم افزار PLS انجام ‏شده است.

    یافته ها

     نتایج این پژوهش نشان داد که سازه های مدل پژوهش از قابلیت اعتماد و پایایی مرکب مطلوبی برخوردارند. تردید سبز به صورت منفی و معناداری (مستقیم و غیر‏مستقیم) بر رفتار خرید سبز اثر می گذارد. در همین راستا، نقش ملاحظات محیطی بر نگرش های فردی و اجتماعی تایید نشد.

    نتیجه گیری

     با توجه به اثر منفی تردید سبز بر قصد خرید سبز، نقش تردید سبز مشتریان بایستی در بازاریابی، تبلیغ ها و ادعاهای سبز شرکت ها در نظر گرفته شود، به گونه ای که مصرف کنندگان مردد، ادعاهای زیست محیطی شرکت ها را درک کرده و مشتریان را متقاعد کنند که این ادعاها پایدار، واقعی و معتبرند.

    کلیدواژگان: بازاریابی سبز، تردید سبز، دانش سبز، رفتار خرید سبز، گرایش به محصول های سبز
  • زینب کریمی سارمه*، رضا اسماعیل پور، رمضانعلی مباشر امینی صفحات 850-868
    هدف

    شرکت ها برای متمایز کردن محصول های خود از محصول های رقبا، دائم در پی روش های جدید هستند. امروزه مدیران برای ایجاد این تمایز، از بازاریابی سبز استفاده می کنند و مدعی هستند که خود را در قبال جامعه و محیط زیست مسئول می دانند. مشتریان نیز در جست وجوی محصول های سبزی هستند که با محیط زیست سازگار باشند، بنابراین شرکت ها باید راهبرد های بازاریابی خود را متناسب با نیازهای مشتری تغییر دهند و با ارائه ادعاهای صادقانه، مشتریان را به خرید محصول های سبز ترغیب کنند. از این رو، در پژوهش حاضر، تاثیر دروغ سبز بر مسئولیت اجتماعی شرکت، رضایت سبز، ریسک ادراک شده سبز و اعتماد سبز بر قصد خرید محصول های سبز بررسی شده است.

    روش

    پژوهش حاضر از دسته پژوهش های کاربردی محسوب می شود و از نظر ماهیت و روش، توصیفی پیمایشی و علی است. جامعه آماری پژوهش، شامل مشتریان شرکت های تولیدکننده مرغ سبز در استان گیلان است.

    یافته ها

    یافته های پژوهش نشان داد که دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول های سبز، رضایت سبز، اعتماد سبز تاثیر منفی و بر ریسک ادراک شده سبز تاثیر مثبت دارد. همچنین رضایت سبز و ریسک ادراک شده سبز بر اعتماد سبز تاثیر مثبتی دارد و اعتماد سبز نیز بر قصد خرید محصول های سبز اثر مثبتی می گذارد.

    نتیجه گیری

    از میان هفت فرضیه پژوهش، فقط فرضیه چهارم پژوهش که حاکی از تاثیر منفی دروغ سبز در مسئولیت اجتماعی شرکت بر اعتماد سبز است، تایید نشد.

    کلیدواژگان: قصد خرید محصول های سبز، دروغ سبز در مسئولیت اجتماعی شرکت، اعتماد سبز، رضایت سبز، ریسک ادراک شده سبز
  • محمد یوسفی*، مصطفی قاضی زاده صفحات 869-894
    هدف

    کمبود دانش بازار یکی از محدودیت های اصلی برای بهبود عملکرد شرکت های کوچک تا متوسط در بازارهای بین المللی است و روابط موجود بین نقش آفرینان شبکه ها از مهم ترین عوامل ایجاد و به اشتراک گذاری دانش بازار در میان این شرکت هاست. بر این اساس، هدف پژوهش حاضر بررسی تاثیر شبکه های تجاری و اجتماعی بر عملکرد شرکت ها در بازارهای بین المللی با نقش میانجی دانش بازار است.

    روش

    اینپژوهش از لحاظ هدف، کاربردی و از نظر شیوه گردآوری داده ها، توصیفی و پیمایشی از نوع هم بستگی است. جامعه آماری این پژوهش شرکت های کوچک تا متوسط صادراتی شهر تهران هستند که از این میان تعداد 134 نفر از مدیران و کارشناسان بازرگانی این شرکت ها برای نمونه به روش نمونه گیری در دسترس انتخاب شدند. ابزار گردآوری داده ها پرسش نامه محقق ساخته است که روایی محتوای آن از دیدگاه صاحب نظران و روایی هم گرایی آن نیز به کمک روش های آماری به تایید رسید. پایایی پرسش نامه نیز از طریق آلفای کرونباخ بررسی شد. آزمون فرضیه های پژوهش با بهره گیری از مدل سازی معادله های ساختاری و نرم افزارهایSPSS  و Smart PLS انجام گرفت.

    یافته ها

     تمامی فرضیه های مطرح شده در پژوهش تایید شدند. یافته ها نیز نشان دهنده آن است که شبکه های تجاری و اجتماعی از طریق نقش میانجی دانش بازار تاثیر مثبتی بر عملکرد شرکت ها در بازارهای بین المللی دارند.

    نتیجه گیری

     پژوهش حاضر نشان داد ایجاد و تعامل با شبکه های تجاری و اجتماعی می تواند از طریق فراهم آوردن دانش مورد نیاز برای اعضای شبکه، زمینه های لازم برای بهبود عملکرد شرکت های صادرکننده ایرانی در بازارهای بین المللی را فراهم کند. نتایج پژوهش به مدیران و دست اندرکاران برای درک بهتر تاثیر شبکه ها بر عملکرد شرکت های صادرکننده کمک می کند.

    کلیدواژگان: نظریه شبکه، شبکه تجاری، شبکه اجتماعی، دانش بازار، عملکرد بین المللی
  • عارفه بردبار، ندا عبدالوند*، نسیم غنبر طهرانی، سعیده رجایی هرندی صفحات 895-918
    هدف

    هدف این پژوهش شناسایی عوامل موثر در طراحی مدل کسب و کار تجارت اجتماعی برای صنعت گردشگری به منظور بهره مندی از ارزش های وب 0/2 است.

    روش

    در این پژوهش به منظور شناسایی عوامل موثر بر مدل کسب و کار در تجارت اجتماعی، از روش فراترکیب استفاده شد و عوامل شناسایی شده با بهره مندی از نظر خبرگان در 9 مولفه بوم مدل کسب و کار استروالدر و پیگنر (2010) دسته بندی شدند. سپس در بخش کمی به منظور آزمون فرضیه ها و ارزیابی مدل پیشنهادی، از مدل سازی معادله های ساختاری و برای اولویت بندی عوامل از آزمون فریدمن استفاده شد.

    یافته ها

     9 مولفه و 36 مفهوم به عنوان عوامل موثر بر مدل کسب وکار تجارت اجتماعی در صنعت گردشگری شناسایی شدند. بر اساس نتایج، استفاده از زیر ساخت اینترنت و فناوری وب 0/2 مشارکت میان کاربران و اعضای زنجیره تامین را افزایش می دهد، موجب آسان شدن برقراری ارتباط میان آنها می شود و به شرکت ها در خلق و ارائه ارزش پذیرفتنی به مشتریان کمک می کند.

    نتیجه گیری

     این پژوهش به ایجاد وضوح و دانش بیشتر در رابطه با عوامل موثر بر طراحی مدل کسب وکار تجارت اجتماعی در صنعت گردشگری کمک می کند و به مدیران کسب وکارهای گردشگری در توسعه مدل های کسب وکار تجارت اجتماعی به منظور توسعه صنعت گردشگری و کسب مزیت رقابتی یاری می رساند. علاوه‎ بر این، مدیران و شاغلان صنعت گردشگری می توانند با الهام از مدل کسب وکار ارائه شده، مدلی متناسب با سازمان خود طراحی کنند و از مزایای تجارت اجتماعی و فناوری جدید بهره مند شوند.

    کلیدواژگان: تجارت اجتماعی، گردشگری اجتماعی، مدل کسب و کار، وب 0، 2
  • سیده صدف وشکایی نژاد، مصطفی ابراهیم پور*، محمد دوستار صفحات 919-943
    هدف

    بررسی عملکرد کسب وکار، نوعی فرایند مهم راهبردی است که برای دوام و رفاه هر سازمانی ضروری است. از این رو، برای اینکه سازمان ها بتوانند در عرصه رقابت به موفقیت دست یابند، به دنبال بهبود عملکرد خود هستند. در این مقاله تاثیر مستقیم قابلیت مشارکت مشتری و اثر غیرمستقیم آن از طریق متغیرهای میانجی نوآوری در خدمت و فرایند بر عملکرد واحدهای خدماتی و نقش تعدیل کننده بسیج منابع دانش مشتری در رابطه بین قابلیت مشارکت مشتری و نوآوری بررسی شده است.

    روش

    این پژوهش از نظر هدف کاربردی و برحسب روش گردآوری داده ها از نوع پژوهش های توصیفی پیمایشی است. مدیران 60 واحد خدماتی (بانک، بیمه، مراکز آموزشی و مراکز درمانی) شهرستان رشت، داده های این پژوهش را از طریق پرسش نامه جمع آوری کردند و تجزیه و تحلیل داده ها به کمک روش مدل سازی معادله های ساختاری انجام شده است.

    یافته‎ها

    نتایج پژوهش نشان می دهد، قابلیت مشارکت مشتری به صورت مستقیم و غیرمستقیم از طریق نوآوری بر عملکرد واحدهای خدماتی تاثیر معناداری دارد. همچنین نقش تعدیل کننده بسیج منابع دانش مشتری در رابطه بین قابلیت مشارکت و نوآوری در فرایند و نوآوری در خدمت نیز تایید شد.

    نتیجه‎گیری

    تمام نه فرضیه پژوهش که روابط میان متغیرهای قابلیت مشارکت مشتری، نوآوری در فرایند، نوآوری در خدمت، بسیج منابع دانش مشتری و عملکرد واحدهای خدماتی را بررسی کرده است، تایید شده اند. توجه به این نتایج می تواند به واحدهای خدماتی در بهبود عملکرد مالی و غیرمالی کمک کرده و سبب دوام شرکت شود.

    کلیدواژگان: بسیج منابع دانش مشتری، عملکرد واحدهای خدماتی، قابلیت مشارکت مشتری، نوآوری در خدمت، نوآوری در فرایند
  • امید محبی منش، رضا حسنوی*، غلامرضا توکلی، ابوالفضل باقری صفحات 944-964
    هدف

    هدف اصلی این مطالعه شناسایی عوامل کلیدی توانمندساز در اجرای یک مشارکت راهبردی موفق از دیدگاه های نظری مختلف و تبیین نقش آنها در افزایش عملکرد مشارکت راهبردی است.

    روش

    پژوهش حاضر در زمره پژوهش های کاربردی از نوع توصیفی پیمایشی قرار دارد. جامعه آماری شامل خبرگان شرکت های زیرمجموعه سازمان صنایع هوایی است که در رابطه با مشارکت های راهبردی شناسایی شده در این پژوهش از دانش و اشراف کافی برخوردارند. به دلیل محدود بودن جامعه آماری و دسترسی به کلیه خبرگان، از روش نمونه گیری خاصی استفاده نشده است. برای آزمون مدل نیز از روش مدل سازی معادله های ساختاری با رویکرد حداقل مربعات جزئی استفاده شده است.

    یافته ها

     یافته های حاصل از تجزیه و تحلیل 79 پرسش نامه تکمیل شده، اعتبار مدل پیشنهادی و کلیه فرضیه های مطرح در آن را تایید کرده و نشان می دهد عوامل توانمندساز شناسایی شده (قابلیت مدیریت مشارکت، هم سویی اهداف و انگیزه ها، تناسب منابع مشارکت و سرمایه اجتماعی مشارکت) در مجموع قادر به تبیین حدود 72 درصد از عملکرد یک مشارکت راهبردی هستند.

    نتیجه گیری

     بر اساس مدل پیشنهادی این پژوهش، دو شرکت برای اجرای یک مشارکت راهبردی موفق می بایست ابتدا برای بهبود و توسعه مشترک چهار عامل توانمندساز اشاره شده اقدام های لازم را به عمل آورند. مقیاس های اندازه گیری و شاخص های ارائه شده در این پژوهش نیز می تواند مرجع مناسبی برای مدیران دو شرکت همکار به منظور ارزیابی جامع میزان آمادگی خود قبل از ورود به یک مشارکت راهبردی باشد.

    کلیدواژگان: مشارکت راهبردی، قابلیت مدیریت مشارکت، هم سویی اهداف مشارکت، تناسب منابع مشارکت، سرمایه اجتماعی مشارکت، عملکرد مشارکت راهبردی
  • محمدصادق قربانیان گزافرودی، بهرام خیری*، حسن اسماعیل پور، منصوره علیقلی صفحات 965-991
    هدف

    در سال های اخیر، ادبیات بازاریابی به ابعاد مختلف پیامدهای مصرف و ضرورت توجه به الگوهای مصرف متناسب با توسعه پایدار توجه بیشتری نشان داده است. یکی از مفاهیم مطرح شده برای تحقق چنین الگوی مصرفی، مفهوم مصرف آگاهانه است و یکی از وجوه مصرف آگاهانه، برخورداری مصرف کنندگان از ساختار ذهنی آگاهانه است. هدف پژوهش حاضر، شناسایی ابعاد ساختار ذهنی آگاهانه به عنوان یکی از وجوه مصرف آگاهانه است.

    روش

    در پژوهش حاضر با رویکرد کیفی مبتنی بر نظریه زمینه ای و از طریق مصاحبه عمیق با پژوهشگران و استادان دانشگاه در رشته های مدیریت بازرگانی، جامعه شناسی، روان شناسی و اقتصاد، ابعاد ساختار ذهنی آگاهانه، به عنوان پیشایند بروز رفتار آگاهانه در مصرف کنندگان شناسایی شد. مشارکت کنندگان در پژوهش، از طریق فرایند نمونه گیری هدفمند انتخاب شدند و مصاحبه ها تا رسیدن به اشباع نظری ادامه یافتند و در نهایت، 22 مصاحبه انجام شد. برای تحلیل داده ها، از اصول مرتبط با نظریه زمینه ای (کدگذاری باز و انتخابی، تحلیل مقایسه ای مستمر، ایجاد مفاهیم و مقوله ها) استفاده شد.

    یافته ها

     نتایج کدگذاری داده ها به شناسایی 22 مفهوم منجر شد که در قالب شش مقوله دسته بندی شدند. بر این اساس، ابعاد ساختار ذهنی آگاهانه عبارت اند از: درگیری ذهنی با پیامدهای مصرف، برخورداری از ذهن آگاهی (هوشیاری)، اهمیت دادن به خود، اهمیت دادن به مسائل زیست محیطی، اهمیت دادن به منافع جامعه و اهمیت دادن به حقوق مصرف کننده.

    نتیجه گیری

     یکی از رویکردهای مهم در بازاریابی اجتماعی، یافتن ویژگی های لازم برای تحقق رفتار مطلوب و ارائه آن به جامعه، شرکت ها و همین طور نهادهای سیاست گذار است. در همین رابطه، پژوهش حاضر ابعاد یک ساختار ذهنی آگاهانه را شناسایی کرد که به رفتار آگاهانه در حوزه مصرف منجر می شود. از این رو، نتایج این پژوهش می تواند برای شناسایی، برنامه ریزی و ارائه راهکارهایی برای ترغیب مصرف کنندگان به مصرف آگاهانه در کانون توجه پژوهشگران، شرکت ها، دولت ها، سازمان ها و مجامع سیاست گذار عمومی قرار گیرد.

    کلیدواژگان: مصرف آگاهانه، ساختار ذهنی آگاهانه، پایداری
  • سیدسعید میرواحدی*، داود پیرا صفحات 992-1013
    هدف

    این مقاله به بررسی منطق تصمیم گیری کارآفرینان در ورود به بازارهای خارجی مبتنی بر رویکردهای امکان گرایی و هدف گرایی پرداخته است. منطق تصمیم گیری کارآفرینان به دلیل عدم قطعیت در شرکت های کارآفرینانه و کوچک با مدیران شرکت های بزرگ متفاوت است. امکان گرایی نظریه در حال گسترشی است که تصمیم گیری در شرایط عدم قطعیت را توضیح می دهد.

    روش

    در این پژوهش از رویکرد کیفی و مطالعه چندموردی استفاده شده است. گردآوری داده ها از طریق مطالعه چندموردی و مصاحبه های نیمه ساختار یافته با بنیان گذاران و کارآفرینان نه شرکت معتبر در صنعت لوازم خانگی کشور که در 25 سال گذشته به بازارهای خارجی ورود پیدا کرده اند انجام شد. تحلیل داده ها از روش نگاشت علی انجام شده است. برای سنجش اعتبار پژوهش، از وفاق کدگذاران استفاده شده است. میزان وفاق بین کدگذاران در ایجاد مفاهیم و روابط بین آنها 90 درصد بود که در مقایسه با پژوهش های مشابه، در سطح اطمینان پذیری است.

    یافته ها

     یافته ها نشان می دهد که رفتار شرکت های مورد مطالعه در دوره آغازین ورود به بازارهای خارجی امکان گرایانه بوده و به تدریج که فعالیت خارجی در بازارهای هدف گسترش می یابد، به هدف گرایی گرایش بیشتری پیدا می کنند.

    نتیجه گیری

     منطق غالب در تصمیم گیری کارآفرینان در ورود به بازارهای خارجی امکان گرایانه و به صورت صادرات پراکنده است. به منظور کاهش عدم قطعیت، اولویت آنها در تمام مراحل صادرات اعطای نمایندگی است، ولی پس از گسترش بازار، گرایش به منطق هدف گرایی در تصمیم های کارآفرینان پررنگ تر شده و به تاسیس مراکز  خدمات پس از فروش و در گاهی مواقع به سمت راه اندازی خط مونتاژ در دوره های بعدی سوق پیدا می کنند.

    کلیدواژگان: امکان بین گرایی، المللی هدف سازی، ورود به بازارهای خارجی، گرایی
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  • Ayoub Mohammadian *, Fateme Mirbagheri, Amir Khanlari Pages 719-741
    Objective

    There is almost no comprehensive and integrated view of the diverse applications of Internet of Things (IoT) in digital marketing by far. Given the increasing trend of research in this field, the present study aims to systematically and scientifically integrate previous studies to identify innovative uses of IoT in digital marketing and also to provide a comprehensive classification in this field. In addition, it is expected to determine which countries are leading in the use of IoT in marketing, how the IoT technology is used in each of the marketing areas, which marketing areas are affected the most by the use of Internet of things technology, and what mechanism are applied more by the researchers in the field of marketing.

    Methodology

    This fundamental study uses both qualitative and quantitative methods. In this way, firstly, the meta-integrated approach was used to identify the applications of IoT in marketing, and thencontent analysis was used to understand the trends and hot topics in this field. In the present research, Sandlowski and Barrowso's seven-step method was used to perform the meta-integration. The study population consisted of exclusively English-language articles in the databases of Google Scholar, Science Direct, IEEE Explorer Scopus, and Emerald Insight between 2005 and November 2018. And the content analysis method was used to analyze the data.

    Findings

    Having examined and integrated the uses of IoT in all the different articles, initially the concepts encompassing the sub-applications and then the main categories that encompass the main applications are extracted into seven marketing integrated categories. Most applications have been reported in the field of promotion, as the majority of the articles have highlighted the ability of data obtained from the Internet of Things to understand customers’ behavior and personalized suggestions and advertising based on this information. The second highest contribution of IoT is reported on the applications of smart products in marketing and the changes that these products have made accordingly. The applications of Internet of Things in marketing have been investigated since 2012 onwards. In addition, product and process domains have been the first areas to propose the application of IoT technology, which makes sense given the development of intelligent products and the increasing role of IoT in process automation. On the other hand, the use of IoT in the field of human resources has recently been included in studies and has received the least number of researches which confirms the diminishing role of the human resources in the IoT era. Throughout time, Internet of Things has been used the most within the domains of products and promotions.

    Conclusion

    According to the results of this study and based on qualitative and interpretive content analysis, Internet of Things have effects on seven integrated marketing areas including product, location, price, promotion, processes, physical evidence and human resources. In terms of the impact of the Internet of Things on the product domain, the advancement of product features, product support, product quality, blending and branding of products and services can be taken into account. In terms of promotion, one can consider the use of new advertising methods and the creation of personal promotions as well as sales promotions, improvement of public relationships in marketing and direct marketing. In terms of of marketing processes, innovation in both sales processes and support and marketing research processes have attracted the attention of many companies and researchers. In terms of pricing, online data gathering and analysis have provided the opportunity to apply changing pricing methods and create diverse and effective discounts, as well as new revenue models. In terms of distribution, the Internet of Things has also been used as a new distribution channel and also for locating, especially in retails. In terms of physical evidence, the use of smart devices has also provided a more interesting customer experience. Applying IoT to human resources training and evaluating their performance have also been influenced by Internet of Things. Given the wide range of opportunities provided by IoT in marketing, it should also be noted that data protection and customer privacy are among the major threats of implementing IoT in marketing. It was even considered as a new and very important element of the marketing integration in the era of information.

    Keywords: IOT, Internet of Things, Marketing, Innovatin, Applications
  • Mohammad Haghighi, Hashem Aghazadeh, Seyed Hamid Khodadad Hosseini, Moein Gharibi * Pages 742-761
    Objective

    Harnessing the intellectual power of the organization is a key to success in today's changing business world. It is important to create or acquire competitive advantage through the effective integration of environmental and organizational resources using mental and intellectual capabilities in the organizations which is called organizational intelligence. As a result, it is necessary to accurately describe the status of competitive intelligence in Iranian SMEs in cyberspace and identify and explain the dimensions of competitive intelligence in social networks, and also to identify and provide solutions to improve competitive intelligence and ultimately enhance competitiveness.

    Methodology

    The research is applied in terms of purpose and employs a descriptive approach. The present study uses online ethnography methodology. Considering the evaluation of different social networks and the low activity of companies and brands in non-alchoholic beverage industry in most of these networks, Instagram was selected for data collection during the spring and summer 2018 (depending on the time of publication of the messages). And then, the cyber pages of the active Iranian companies in the non-alchoholic beverage industry were monitored. Qualitative analysis was performed on the messages of the customers and followers. Eventually 293 comments were selected for this study. Selected comments were meaningful, authentic, and relevant to the topic. Grounded theory strategy awas used to analyze the data. Besides, manual analyses were used to increase the accuracy of the analyses.

    Findings

    In this study, after collecting the data, coding and analyzing the semantic interpretation and content of the comments, six main dimensions were identified as the competitive intelligence that can describe the information related to existing competitive intelligence in the selected social networks. These dimensions include: marketing intelligence; competitor intelligence; social and health intelligence; technological intelligence; and strategic intelligence. Because of the repetition ofcomments on health and wellbeing (some companies' products) as well as social responsibility (some companies), the word health has been added to the social intelligence dimension, which has been rarely observed in previous research. Interacting with consumers clearly provides valuable information about their views and attitudes.

    Conclusion

    The present study identified the descriptive characterstics of competitive intelligence in the non-alchoholic beverage industry as a problem in the social networks due to the intensity of competition in this sector. Surveys show that SMEs are much less active in social media than international companies, and there is a significant gap between the existing and the desired status. The results show that the highest frequency was related to marketing and competitor intelligence and the lowest frequency was related to technological and strategic intelligence. In other words, some of the dimensions undermined. However, "social responsibility" and "health" are among the new components identified in the present study. Besides, in the classification of the dimensions and components of this study, the “human resources” was classified as a component of social and health dimension, which has been classified within other dimensions in other studies. Due to the lack of comments on the “structural and organizational” dimension, it was not included in the identified results of this study.

    Keywords: Competitive intelligence, Social medias, Nethnography methodology, Non-alcoholic industry
  • Taher Roshandel Arbatani *, Tahmours Hasangholipour Yasori, Seyed Vahid Aghili, Ahmad Javadipour Pages 762-781
    Objective

     Insurance companies can appropriately benefit from advertising to further advance their goals, which are to introduce their services, communicate with clients, influence them while choosing an insurance company to transfer their risks and ultimately attract them. Among the measures to improve the effectiveness of advertising is the careful selection of the mix of advertising media based on product features, consumers and media. So, the main issue in this research is to respond to the question of what are the components of the mix of media in specific insurance campaigns? 

    Methodology

    The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method approach (qualitative and quantitative) in which the exploratory approach and theory formulation model are implemented. The statistical population for the qualitative part of the study includes experts in the field of media and 16 experts were selected using judicial sampling and snowball sampling. The statistical population for the quantitative part of the study includes experts in the field of insurance advertising and 27 experts were selected based on judicial sampling to form a panel in order to evaluate the factors identified in the qualitative phase.  

    Findings

    The following categories were identified in the qualitative phase including: learning; pace of message transmission; use of clients’ five senses; engagement of audience’ feelings and emotions; precise transmission of details; purposeful use of instruments; media interactivity; and flexibility in sending messages. In the quantitative section, only 1 of the 9 identified components, namely the “flexibility to send message”, was deleted. In addition, based on the ratings of the effective components in each media, from the highest score to the lowest, a mixed media selection model particularly for insurance industry advertising campaigns was suggested as follows: 1- Internet (virtual environment), 2- TV, 3- Corporate Portal (Website), 4- Radio, 5- Billboard, 6- Text message, 7- Newspaper, 8- Magazines, 9– Brochure, 10- Tract, 11- indoor and outdoor spaces in public buses, 12- Cinema Page, and 13- Indoor spaces.

      Conclusion

    Because of the growing technology advancement and the rise of new generation interest in cyberspace, the Internet has taken over most types of media, especially among the youth, and has overtaken even the medium of television. During the day, there is a great deal of interest in and references to Internet-based applications such as Isentagram and Telegram. By creating a cyber page on Instagram and presenting their products along with photos or videos, different business owners have found a good opportunity to introduce their products and find a circle of regular customers, while this method of advertising does not cost them any taxes or fees. Since it's easy to share data via cellphones and tablets and people have their cellphones most of the day, they can use the Internet without limitations on time or space.

    Keywords: Media mix, Advertising, Insurance industry
  • Elham Sadat Sabour Abvani *, Vahid Khashei Varmazkhasti Pages 782-803
    Objective

    The inability to implement environmentally oriented decision-making approaches that improve reliability in decision-making is one of the major problems in organizations, especially the private sector. However, the formulation of an appropriate model of strategic decision-making within insurance companies can modify the movement trajectory in insurance companies. Therefore, the present study seeks to explore the evidence-based strategic decision-making model embedded in the behavior of senior executives in the insurance industry through analyzing the discourses among insurance industry experts and strategic decision-makers.  

    Methodology

    The present research is fundamental in terms of purpose and is considered exploratory in nature. The statistical population of this research includes experts in organizations as well as policy making. Purposeful and snowball sampling were used to identify the experts. 20 experts were selected with regard to data adequacy. In-depth semi-structured interviews alongside library studies were used to collect the data.  

    Findings

    The evidence-based strategic decision making model was designed using the grounded theory and the causal conditions of environmental uncertainty and strategic gap were identified. The main phenomena of discourse, seeking trust and strategic gap were identified with regard to the intervening conditions, moral constraints and personality traits of managers. The dominant context, organizational culture and organization's facilities and resources and the main evidence-based decision making strategy were identified and confirmed. The main consequences of this model are scientificism, coalitionism, strategic orientation and stakeholder engagement.

    Conclusion

    The quality of organizational decisions can be improved through regular application of six methods of eliminating bias. By expanding the amount of decision processes used in organizations, we can use our knowledge and agility in a world of uncertainty. Evidence-based decision-making is a process of systematic discernment, meticulous and rigorous evaluation and subsequently dissemination of the research findings to influence the management decisions; and it can continue to influence its management through change in management standards which can lead to positive effects on decision makings. Environmental uncertainty within the organizations which might be due to the lack of transparency of organizational goals and the mismatch between strategic decisions and organizational values ​​and the ambiguity of resource orientation often occurs as a result of lack of strategic planning in the organization. On the other hand, uncertainty beyond the organization and within the insurance market occurs due to high environmental complexity, the intensity of competition between insurance companies to attract portfolios and increase market share, the insecurity of insurance market information, changes in insurers' needs and non-technical breakdowns by competing companies and unethical practices by insurance companies aiming to attract portfolio and increase their market and the strategic gaps leading to the formation of the main phenomenon of the original model that is the trust-seeking discourse (including the need to make stable and clear decisions), gap analysis and identification of strategic issues. These are considered as an introduction to evidence-based strategic decision making.

    Keywords: Evidence based decision making, Grounded theory, Discourse exploration, Confident discourse
  • Mahdi Dehghani Soltani *, Abbas Shoul, Sara Ramezani Pages 804-824
    Objective

    Hotels are considered to be an integral part of energy and water consumers in the tourism industry today, as they consume an appropriate amount of energy and resources (water, electricity and many more disposable products) that have become an important source for the environment. There have been growing public concerns about environmental issues recently, and consumers have more environmental information and knowledge compared to past decades. Many customers favor green consumption and consider it an effective way to protect the environment. As a result, many hotels took steps in adopting green practices and developing environmental programs to make their hotels greener in order to attract customers and achieve a niche in the competitive market .Therefore, the main purpose of this study is to use the stimulus-evaluation-response (SOR) framework to examine the relationship between green image and environmental value with willingness to market mouth to mouth and to test the mediating effects of green trust and willingness to pay. Application of SOR's framework in current research can lead to better understanding of the relationship between brand image, environmental value and intention to mouth advertising.

    Methodology

    This study is based on objective, applied and based on how to obtain the required data, is a descriptive and survey research. The population of this study is young customers of international hotel of independence in Tehran, which are infinite. The sampling method was used to obtain the sample size. As a result of specifying the sample size, the researcher collected data from 435 customers of which 412 questionnaires were collected and 391 questionnaires were used after screening. The required data were collected through standard questionnaire. Pearson correlation coefficient was used to test the correlation between the research variables and Structural modeling technique was used to test the hypotheses using the LISREL software.

    Findings

    The results show that the value of green trust, green image, and willingness to pay and tendency to mouth to mouth advertising has a significant effect. Also, the green image has a significant effect on green trust, willingness to pay and tendency to mouth of mouth advertising. The willingness to pay has a significant effect on the willingness of mouth of mouth advertising. Green trust has a significant effect on willingness to pay and willingness to mouth of mouth advertising.

    Conclusion

    Employee knowledge about environmental issues is an important and effective factor on customer green trust. In fact, the hoteliers have to implement special programs to enrich their employees ' environmental knowledge. In addition, the experience of guests in green hotels is also important to raise the level of green confidence in consumers. On this basis, the hotel owners had to provide resources to increase the green confidence by extending their facilities and even free accommodations. Conservation of the environment by hotels can lead to better and superior green image quality, which is one of the most important factors in attracting young customers. Hotels that strive to protect the environment make a positive image of customers ' minds. Therefore, hotel owners in the hotel industry need to improve the green image of the hotel and to build waste management systems and develop recycling programs to achieve the goal of improving the green image. Thus, preventing environmental pollution and protecting the environment by the hotel makes customers more willing to pay more for staying in hotels. Finally, considering that environmental value is an individual factor, hotels are able to use a segmentation approach to identify individuals with environmental concern and those staying in green hotels. With emphasis on this group of customers, hotels provide packets that provide opportunities to participate in various environmental activities during the stay for customers (for example environmental tours).

    Keywords: Environmental value, Green image, Green trust, Word of mouth advertising, Hotel industry
  • Mojtaba Khalifeh *, Abbas Abbasi, Moein Kazemi, Mehdi Samizadeh Pages 825-849
    Objective

    Despite the increasing supply of green products and the repeated advertisements and claims made by the manufacturers towards producing environmental-friendly products, as well as positive individual and societal attitudes towards these products, there is considerable concern among consumers regarding the validity and truthfullness of the manufacturers’ claims. Consumers' uncertainty leads to negative judgment about the products, thereby reducing the intention to purchase green products. Green skepticism is therefore an important factor affecting green shopping, but only limited research (especially in Iran) has been conducted to investigate its effect on green shopping intention and shopping behavior. Hence, the purpose of this study is to investigate the effect of green skepticism on green purchase intention and green shopping behavior so as to examine the mediating role of influential variables in this process such as environmental considerations, objective knowledge, subjective knowledge, individual attitudes and social attitudes.

    Methodology

    The present research is applied in terms of purpose and descriptive-survey in nature and in ternms of method. A library-study approach was used to collect data within the related literature and to review the background of the subject and a questionnaire was used to collect the required field data. Statistical population includes customers who are familiar with green products and have used them. The study was conducted in August 2018 and in Shiraz, Iran. In order to collect field data, 90 questionnaires (360 questionnaires in total) were distributed in each cluster (different regions of Shiraz) and finally 304 completed questionnaires were collected. From among the collected questionnaires, only 240 questionnaires were valid for data analysis.

    Findings

    The results of this study indicate that the research model constructs have high integrated reliability index. Green skepticism is reported to have significantly negative (directly and indirectly) effects on green shopping behaviors. In this regard, the role of environmental considerations on individual and social attitudes was not approved.

    Conclusion

    The results showed that if consumers' beliefs about green advertising and environmental claims of the producers of green products decline and they perceive that such advertising are misleading or only profitable for the producers, their willingness to buy such products will decrease. In addition, green skepticism has a negative effect on mental knowledge and mental knowledge directly affects green purchase intention. Since consumers tend to be overly self-confident and value their information and knowledge more than they really are, the higher their level of information and actual knowledge, the higher their self-esteem and appreciation of their true intelligence will be. Consumers' increasing concern for environmental issues will also increase their efforts to become more aware of the subject (as far as possible). Another research finding is the impact of objective environmental knowledge on environmental considerations. Consumers who have higher environmental mental knowledge have emotionally desirable personality and consider it as an advantage for themselves. On the other hand, they also feel more valued socially and they place a higher value and position for themselves in the community, making them more likely to adapt their purchasing attitudes to obtain more social approval by purchasing environmental-friendly products. Consumers who have high environmental concerns are pushing their consumer behavior towards green products as much as possible, preferring the purchase and consumption of green and organic products over other products, and even strive to develop environmental-friendly behaviors including the production of recycled products and the reduction of environmental pollution.

    Keywords: Green marketing, Green skepticism, Environmental knowledge, Green purchase behavior, Attitude towards green products
  • Zeinab Karimi *, Reza Esmaeilpour, Ramezanali Mobasher Amini Pages 850-868
    Objective

    Companies are constantly looking for new ways to distinguish their own products from their competitors. Managers, nowadays, use green marketing to differentiate their products and claim to be responsible for society and the environment. Customers are also looking for eco-friendly green products. So, companies have to change their marketing strategies to suit their customers' needs and encourage customers to buy green products through honest advertisement. Therefore, in this study, the effect of green wash on corporate social responsibility, green satisfaction, green perceived risk and green trust on intention to buy green products has been investigated. 

    Methodology

    This study is applied in terms of purpose, and is descriptive and causal in terms of the nature and method of the research. The statistical population of this research includes the customers of green poultry producing companies in Gilan province, Iran. Using available sampling, the researchers attempted to create valid, accurate and generalizable samples. A sample of 84 customers was selected for this study considering the unlimited statistical population and the qualitative nature of the research variables. Library and internet resources such as books, dissertations, local and international accredited journals, and etc. were used to collect data regarding theoretical foundations in order to identify the variables as well as to collect research backgrounds. Data collection was done using field study and questionnaire distribution.     

    Findings

    Research findings showed that green wash in corporate social responsibility has positive effects on perceived risk, but has negative effects on intention to purchase green products, green satisfaction, and green trust. In addition, green satisfaction and green perceived risk have a positive effect on green trust, and green trust has a positive effect on the intention to buy green products.

      Conclusion

    “The negative effect of green wash in corporate social responsibility on green trust” is the only research hypothesis that was not confirmed. The research results show that, to succeed in today's marketing environment as well as long-term survival, green chicken producing companies need to take into account their customers’ needs and attempt to satisfy the costumers, build trust and reduce customer risks. The results also confirm the negative impact of green wash in corporate social responsibility on the intention to purchase green products. Customer satisfaction is an important factor influencing the intention of customers to buy. The more pervasive the green wash in the market, the more the consumers will become skeptical about the corporate products. As a result, increase in customer skepticism leads to greater risk perception. Green wash in corporate social responsibility do not directly affect green trust, so the relationship between these two variables is explained through other mediating variables such as green satisfaction and green perceived risk. Companies need to make every effort to gain the trust of their customers, in order for the customers to ensure that these companies are sincere and honest.

    Keywords: Green purchase intention, Green wash in corporate social responsibility, Green trust, Green satisfaction, Green perceived risk
  • Mohammad Yousefi *, Mostafa Ghazizadeh Pages 869-894
    Objective

    One of the most important ways for small to medium companies to succeed is to expand their business into the global markets. Given the current economic situation of the country and the lack of sufficient incentives to invest in large industries by the private sector, and given the specific characteristics of small to medium firms such as greater agility and flexibility in the face of macroeconomic fluctuations, there is a need to pay more attention to these firms and examine their performance in international markets. While the expansion of international sanctions in recent years against Iran, has posed many challenges to the development of Iranian companies in international markets. There are not enough studies in the literature on the complexity and tension of network relations and their impact on the performance of exporting companies in international markets; hence, the present study aims to examine a conceptual model based on the theory of internationalization from a network perspective and by studying small to medium exporting companies in Tehran, Iran. The study of the relationship between SME networks and the performance of SMEs in international markets is mediated by the role of market knowledge. The main question of this study is that to what extent do business and social networks influence the performance of companies in international markets?

    Methodology

    This survey study is applied in nature and is correlational and descriptive in terms of purpose and data collection. The statistical population of this research consists of small to medium export companies in Tehran, where 134 managers and business experts were selected based on available sampling method. Data were collection using a researcher-made questionnaire whose content validity and convergent validity were confirmed by experts and through statistical methods. The reliability of the questionnaire was assessed through Cronbach alpha coefficient. The research hypotheses were evaluated using structural equation modeling on SPSS and Smart PLS software.

    Findings

    All of the hypotheses in the study were confirmed and the findings indicate that business and social networks have a positive impact on the performance of companies in international markets through the mediating role of market knowledge.

    Conclusion

    SMEs need to expand their interactions with formal business networks to gain insights into foreign markets. Accordingly, companies that interact more with formal business associations and partners as well as their peers are more likely to be exposed to environmental conditions, challenges and the opportunities available in international markets to acquire the necessary information and knowledge and thus to perform better in those markets. Managers of small to medium companies should pay particular attention to the creation and participation in social networks in order to gain the information and knowledge they need about foreign markets. Since social networks highlight implicit and informal relationships, it is important to pay special attention to informal relationships between business executives and experts to obtain the information and knowledge needed in foreign markets. Companies that have been able to gain the knowledge they need in foreign markets are able to perform better in international markets, increase the awareness of foreign companies about their products, and also retain their customers in international markets. The present study showed that establishing and interacting within business and social networks can provide the necessary backgrounds for improving the performance of Iranian exporting companies in international markets by providing the required knowledge for network members. Therefore, executives and experts in export companies are advised to interact with partners, industry-like companies, third parties and business associations, as well as to establish informal relationships with social networking members to create opportunities to acquire the knowledge needed in international markets and improve company performance in these markets. Social networks can directly lead to gaining market knowledge and indirectly improve the performance of companies in international markets. So, there is a need for SME managers to establish networks and engage with social network members to gain market knowledge and consequently, it is necessary to improve the performance of the company in the transnational markets.

    Keywords: Network theory, Business network, Social network, Market knowledge, International performance
  • Arefeh Bordbar, Neda Abdolvand *, Nasim Ghanbartehrani, Saeedeh Rajaee Harandi Pages 895-918
    Objective

    Given the nature of the tourism industry, using a social commerce business model can greatly contribute to the growth and development of the industry. Yet, since this type of business is an emerging phenomenon, little research has been done into the business models of social commerce. Therefore, in order to prevent the failure of social commerce and the development of this type of business, it is increasingly necessary to develop a comprehensive model related to social commerce for the tourism industry. And now the main questions are: what are the key elements in designing a social commerce business model in the tourism industry? And what is the proper placement of the components that influence the business model of social commerce for the tourism industry within the context of the business model of Osterwalder and Pigneur?

    Methodology

    The research is exploratory in terms of purpose and is applied in nature. In this research, exploratory mixed method including qualitative-quantitative methods has been used. At first, using qualitative method and cross-sectional approach, factors were extracted and research hypotheses were introduced and then the hypotheses and validity of the model weer examined in the quantitative section. Structural equation modeling and PLS2 software were used to evaluate the research hypotheses and the proposed model.

    Findings

    As a result, 9 components and 36 concepts were identified as factors influencing the social commerce business model in the tourism industry. Accordingly, the use of Internet infrastructure and Web 2.0 technology enhances the engagement of users and members of the supply chain and facilitates communication between them and ultimately helps companies establish and deliver acceptable values to customers.

    Conclusion

    Based on the analysis of the relationships between variables in the proposed model using structural equation modeling, it is deduced that there is a significantly positive relationship between the components of the proposed business model. This means that considering these factors in the design of social commerce business models in the tourism industry, one can expect to observe acceptable values to the customers leading to benefits for the businesses. As the results show, the proposed value has a greater impact on Web 2.0 channels, and the values ​​that customers gain through social commerce increase their willingness to use Web 2.0 technology. Individuals collect information about products and services by joining online communities that ultimately affects the quality of that relationship. Thus, companies and business organizations can use social commerce tools and provide an environment for user discussion. This will improve the relationships and increase customer loyalty as well as the value of the organization. The use of information technology and e-commerce in procurement and execution can create enormous benefits by simultaneously reducing costs and increasing customer satisfaction. Users need information from the websites when they want to buy online. Because customer communication in e-commerce is done online without face-to-face interactions, comprehensive and timely information on websites can gain the trust of these users to encourage them to engage in social commerce.

    Keywords: Business model, Social commerce, Social tourism, Web 2.0
  • Seyedeh Sadaf Veshkaei Nejad, Mostafa Ebrahimpour *, Mohammad Doustar Pages 919-943
    Objective

     GDP index in service sector in Gilan province, Iran is about 72%, which has the highest income share compared to other areas. Therefore, paying special attention to this sector can help improve the employment situation and ultimately the economy of the province. Due to the importance of the service sector in creating job opportunities and improving the economic status of the community and the existence of such problems in the city of Rasht, managers of service organizations have many concerns about the decline in the performance of their units and are looking for a way to improve the performance of their organizations in order to be able to remain competitive and improve the conditions of their society. The main purpose of this study is to find out whether customer participation capability has an impact on the performance of service units and does the mobilization of customer knowledge resources have a moderating role in the relationship between participation capability and process and service innovation? 

    Methodology

    The present study is applied in nature and is descriptive survey in terms of data collection. The data were collected using questionnaires from managers of 60 service units (banks, insurance, training centers, health centers) in Rasht. In this study, structural equation modeling based on Partial Least Squares (PLS) approach was used to analyze the data and test the conceptual model.  

      Findings

    Based on the findings of the study, customer participation capabilityhas have significantly direct and indirect impacts on the performance of service units through innovation. The effect of the moderating role of mobilizing customer knowledge resources on the relationship between participation capability and process innovation and service innovation was also confirmed. 

    Conclusion

    The higher customer engagement capability, the more improvements for service performance is observed. Building customer engagement capability means getting relevant information and feedback, enabling companies to identify customers' needs quicker, respond to changes faster and improve customer satisfaction. Customer engagement in service companies enables them to place customers in the dual role of information providers and production partners who can thus benefit from faster access to information. They will also be able to identify explicit and implicit needs and implement appropriate innovations to address them. Moreover, a high level of customer engagement as a source of knowledge can help meet with the current and future needs to service and process innovation. Creating partnerships enables customers to identify and affect processes that provide them with added value. The potential to engage with customers will increase flexibility in processes, support employee engagement with customers, and enable customers to manage the interactions and making innovation faster and more accurate. The easier it is to do so, the more effective the service is. As service companies increase their customets’ engagement, partnerships are achieved through borderless interactions with customers which is considered as an essential element for developing and innovating new services. Building close relationship with the customers which is triggered by partnerships capablities helps companies develop innovative services tailored to customers’ preferences; thereby, improving overall company performance. Integration and mobilization of customer knowledge refers to the formal steps and structure of the company that ensures the assimilation, analysis, interpretation and integration of customer information and other types of knowledge across different functional units within the company. The inability of service companies to manage the relationship between these factors is the underlying component of many failures in process innovation.

    Keywords: Customer involvement capability, Customer knowledge mobilization, Process innovation, Service firm performance, Service innovation
  • Omid Mohebimanesh, Reza Hosnavi *, Gholamreza Tavakoli, Abolfazl Bagheri Pages 944-964
    Objective 

    This study intends to introduce and develop an appropriate conceptual model in which different key enabling factors and variables for successful implementation of partnership projects from different theoretical perspectives are taken into account and their role in enhancing the performance of a strategic partnership is explained. To do so, this study seeks to answer the following two questions: 1) Given the different theoretical perspectives available in the literature on strategic partnerships, what are the key enabling factors for implementation of successful strategic partnership? 2) What is an appropriate causal model of identified key enablers which is capable of properly explaining the performance of a strategic partnership? 

    Methodology

      The present study is applied in nature and it is a descriptive research in terms of data collection and analysis. It is also considered as a field study in terms of its questionnaire approach. Moreover, because the present study investigates the simultaneous relationship among several variables, it is a descriptive correlational and causal research. In this study, a questionnaire was used to collect data distributed to companies affiliated with the Air Force Organization (affiliated to the Ministry of Defense and Armed Forces Support). The statistical population of the study includes all the experts 
    (managers, supervisors and senior experts with at least three years of experience) of the companies affiliated with the AEOI. Finally, 79 completed questionnaires were received and analyzed and 112 strategic partnerships in the related industries were identified.

    Findings

     The empowering factors identified in this study (ability to manage the partnership, alignment of goals and motivations, appropriateness of participation resources, and social capital of partnership) are able to collectively explain about 72% of the performance of a strategic partnership, which is considered as a desirable outcome. On the other hand, the Q2 coefficient of the Stone-Geyser coefficient was reported at 0.42 for partnership performance, indicating that the predictive power of the proposed model is about 42%, which is also desirable. Therefore, it can be concluded that the fitness of the structural part of this model is acceptable.

    Conclusion

     Based on the proposed model of the present research, two companies must first take steps to idjust and develop the four porposed empowering factors in order to implement a successful strategic partnership. The measurement scales and indices presented in this study can also be considered as a good reference for managers of the two partner companies in order to comprehensively assess their inclination before starting a strategic partnership.

    Keywords: Strategic alliance, Alliance management capability, Alliance goal alignment, Alliance resource fit, Alliance social capital, Strategic alliance performance
  • Mohammad Sadegh Ghorbanian Gazafroudi, Bahram Kheiri *, Hasan Esmailpour, Mansoureh Aligholi Pages 965-991
    Objective

    The concept of “mindful consumption” is among the concepts that have been discussed within the marketing literature in recent years. It concerns the concept of sustainability and proportionate consumption. Due to the importance of sustainability in today's world on the one hand and the necessity of reforming consumption patterns in the country on the other hand, as well as the fact that no exploratory study has been conducted to identify the dimensions of mindful consumption in our country so far, it is very important to study the dimensions of mindful consumption in order to make policies to create a proper consumption pattern in the country. Therefore, the main purpose of the present study is to explore the dimensions of conscious mental structure as one of the aspects of mindful consumption in this ecosystem. In fact, the main question of the present study is that what are the dimensions of a conscious mental structure that can lead to mindful behavior of consumers?

    Methodology

    The present research is qualitative in nature and is conducted based on the principles of the interpretive paradigm. The present study, which seeks to contribute to the theoretical background on the concept of conscious mental structure based on qualitative data, is conducted based on Grounded theory strategy. The target population of this study includes Iranian consumers; and the sample is selected based on the purposeful sampling process. The in-depth interviews were considered as the data collection instrument and ultimately 22 interviews were conducted.

    Findings

    The results of the data analysis led to the identification of 22 concepts that were finally classified into 6 general categories. These 6 categories actually include the dimensions identified for conscious mental structure as one of the two aspects of mindful consumption: mental involvement with the consequences of consumption; mindfulness (awareness); self-importance; Caring for environmental issues; Caring for the interests of society; and Caring for consumer rights.

    Conclusion

    According to the results, a consumer with a conscious mind structure cares about the consequences of consumption in general, including self-importance, caring for the environment, society and consumer rights, and ultimately his/her mind would be well functioning and vigilance enough while making decisions. Perhaps the characteristics of a conscious mind structure as one of the forms of mindful consumption are characterized better through an example. Conscious mind structure is a necessary prerequisite for mindful behavior in consumption, and the characteristics of this conscious mind structure have been identified in the present study.

    Keywords: : Mindful consumption, Mindful mindset, sustainability
  • Saeed Mirvahedi *, Davoud Pira Pages 992-1013
    Objective 

    Since effectuation is expanding and the scope of this theory has been extended to various decisionmaking areas including entering into foreign markets, the present research seeks to investigate entrepreneurs' decision making logic while entering foreign markets in order to extend the theoretical framework in this area. It also aims to determine what decision-makers logics they apply at different entry points. The findings of this study can help companies which are seeking to enter export markets understand the decision-making process and mental structure of expert entrepreneurs operating in these markets. Therefore, the purpose of this study is to investigate the logic of entrepreneurs' decision-making while entering foreign markets based on effectuation and causation approaches.  

    Methodolog

    This study uses a qualitative approach based on a multi-case study. The data were collected using semi-structured interviews with the founders and entrepreneurs of nine reputable home appliance companies that have entered foreign markets over the past 25 years. Causal mapping was used for data analysis and to evaluate the validity of the research, coders' consensus was used.   

    Findings

    The companies under investigation showed the tendency to implement the effectuation approach in the early stages of entering the global market. Such companies, using available resources and means, begin to export irregularly and practice entering into foreign markets. They attempt to gain market insights through networks. They would apply affordable loss and communicate with stakeholders in order to control future and use contingencies as leverage to gain new opportunities. Findings show that foreign-market entry in early stages is effectual and in later stages, as export activities develop in target markets, it tends more towards causation.    

      Conclusion

    Uncertainty in foreign market entry, limited resources and means, led entrepreneurs to take decisions which are different from those counterparts in large firms. The dominant logic in entrepreneurial decision-making at early stages of internationalization is effectual with un-organized and sporadic exportation. To reduce uncertainty, they prefer to export through agents. As foreign market grow, they tend more to be causative in decision-making process. On latter stages, entrepreneurs tend to open service centers and even run assembly line in foreign markets.

    Keywords: Effectuation, Internationalization, Foreign market entry, Causation