فصلنامه چشم انداز مدیریت بازرگانی
سال نوزدهم شماره 1 (بهار 1399)

  In today's business environment, the success of any organization depends on its rapid response to environmental change, and static business models are doomed to failure in the current competitive environment. Organizations in these situations should constantly revise their business model and adapt it to new requirements if needed. The purpose of this study is to identify and explain the business model adaptation and identify its environmental antecedent in ICT industry.

for this purpose, the ICT industry has been studied and using Multi grounded theory, data analyzed from systematic literature review over the past 15 years, and interviews with 18 industry experts, which are improbably and purposefully, selected using the snowball method.

Finally, a model was developed in which environmental antecedent affecting business model adaptation into six groups of "political", "legal", "economic", "market", "technological", "social", and "competitor factors".

Conclution:

 business model adaptation has been conceptualized into three groups: "value proposition adaptation", "value creation adaptation" and "value capture adaptation".

It is the ethics and commitment to morals in today’s business that are of the most important factors that shape the buyer is thinking and manners on a growing basis. The present, due to the increasing tendency of consumers to buy electronically and the need to observe ethics by retailers, expand the ethics among e-retailers with its impact on retailer’s image .

In the realm of qualitative research, this study is fundamental, and in terms of quantitative research, it is developmental. The research method in the qualitative study is thematic analysis and in the quantitative study is questionnaire. The statistical population in the qualitative research consists of internet (online) marketing and business ethics experts. In the quantitative part, the statistical population encompasses 342 customers that shop online from Digi Kala. The quantitative data were collected through a self-administered questionnaire.  

Data were also analyzed through confirmatory factor analysis by means of SPSS and PLS.The expanded qualitative model of e-retailers’ ethics consists of six dimensions: 1-Privacy 2-security 3-commitment/reliability 4-non-deception 5-benevolance 6-professionalism.

Conclution: 

According to the findings from the quantitative research, e-retailers’ ethics positively impact e-retailers’ image and competitive advantage

As competitiveness in the business environment grows, retaining valuable customers becomes more important for organizations, so organizations strive to maintain long-term and valuable relationships with customers by making changes in interactive practices. The purpose of this study was to design a Customer Relationship Management Model with a post-purchase dissonance reduction approach.

Metodology: 

This research has been conducted using qualitative method of Grounded theory and its data have been collected through in-depth interviews with experts in the field of customer relationship management in the automotive industry. The data were analyzed based on the Grounded theory steps, extracted concepts and codes, and finally a model was introduced to explain the effective factors of customer relationship management with the post-purchase dissonance reduction approach.

Research findings show that staff communication skills, commitment, transparency of the organization and value creation for the customer are some of the causes of decreasing post-purchase customer dissonance.

Conclution:

 Improving customer relationship was also identified as a consequence of applying a comprehensive customer relationship management strategy with with a post-purchase dissonance reduction approach.

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

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

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

Conclution:

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

Point of Purchas advertising is an effective trigger on the buying consumer behavior in the store. Point of purchase (POP) is an opportunity for engaging customer and creating communication with them. From customer perspective, at the POP there are several products from different producers, therefor brand equity plus POP Ads can determine significant effect on intention of purchase. The aim of this study is to investigate the effect of point of purchase advertising on the consumer purchase intentions by moderating of brand equity.

Metodology:

 The population is the customers of Ofogh Koorosh Chain store in Arak. The sampling method is convenience sampling and sample size is 206 customers. The research strategy is Survey and questionnaire was used to collect data.

To analyze data and test hypotheses SmartPLS3.2 and SPSS19 was used.

Conclution: 

The results show that POP Ads has a significant and positive effect on purchase intention and brand equity mediate the relationship between POP Ads and Purchase intention. It implies that the company with high brand equity use POP Ads to increase the purchase intention of customers.

The aim of this study is to present a mixed marketing model for development of the tourism industry in Iran

with using the qualitative method of grounded theory and the tools of interviewing and collecting documents. The research population is experts in the field of tourism marketing.  Theoretical sampling method was chosen and 14 people were interviewed. However, from 11th person on, theoretical saturation was obtained, but the interview continued for more assurance. Researcher using Nvivo software, in three stages of open, axial and selective coding, coded the data from the interview.

The development of the tourism industry in Iran was chosen as a core category, and finally the model 12P+4S was presented for marketing mix of the tourism industry in Iran. The development of tourism industry can be accomplished due to the proper management of these 16 elements of marketing mix.

Conclution: 

The results showed that the causal conditions of the model included the product, price, place and  promotion the context conditions included specification and perception, intervening conditions included policy, security, physical evidence, and people. Furthermore, strategies included elements of planning, Sustainability, processes and. purse string.

Medical tourism is a topic that has received increasing attention in recent years as more and more people seek treatment in other regions and countries. Paying attention to medical tourism can boost the tourism industry, which is one of the most important industries influencing economic development. On the other hand, the disadvantages of traditional marketing in the medical industry led us to investigate the use of green marketing in this field and to present practical results. The purpose of this study was to evaluate the impact of green marketing on medical tourism by examining the moderating role of technology on this relationship.

This study is based on field studies and questionnaire distribution among selected sample through snowball sampling among 117 medical tourism practitioners in Sistan and Baluchestan province.

This research has been done by using the partial least squares algorithm in structural equation modeling and to confirm the reliability of variables and questionnaires, P value and Cronbach's alpha coefficients have been used.

 Conclution:

The results confirm all research variables as follows: Modulating effect of technology with coefficient of 0.27, social responsibility with coefficient of 0.30, environmental effects with coefficient of 0.26 and finally price improvement with coefficient of 0.24.