نشریه مدیریت تبلیغات و فروش
سال دوم شماره 3 (پیاپی 7، پاییز 1400)

Given the importance of strategic agility in banks, the purpose of research is to evaluate the designed strategic agility model by the researcher in Bank Melli. The model, which is the result of Meta-Synthesis and Delphi-method, consists of 4 main dimensions, 11 components and 34 indicators. The statistical population includes the official employees of Bank Melli with specialized jobs working in the offices units in Tehran (946 people). The sample size was determined based on Cochran's formula (275 people) and sampling was done randomly. The data collection method was the use of a researcher-made questionnaire based on the extracted model, which Its validity and reliability was confirmed using content validation and Cronbach's alpha. Testing the model in BankMelli, using statistical tests such as confirmatory factor analysis (second order) using Chi-square test and examining the fitness of RMSEA, P-value, χ2/df indicators as well as T-test were performed and the model was evaluated

increases the penetration rate of insurance and reduces insurance violations and frauds. With the development of the Internet and application users, insurance startups have a small share in the production of insurance premiums, and this Features will be effective when accepted. The main purpose of this research is to identify the indicators of technology acceptance in the insurance industry and to know the relationship between them. For this purpose and to identify the factors influencing the acceptance of insurance technology, a total of 43 interviews were conducted with insurance experts through a questionnaire using the Grounded theory aproach. The results show that the variables of support, legitimacy, cultural development and performance have a high penetrating power and has little influence and is placed in the area of independent variables. The variables of price, cooperation, trust and purchase benefits also have high dependence but little influence. Therefore, they are considered dependent variables. Constraint and complexity variables have similar influence and degree of dependence. Therefore, they are linked variables. Since the variables of support, legitimacy, cultural factors and performance have a high impact and have a high penetrating powe, they should be taken into consideration by the industry trustee to create a supportive atmosphere for insurtechs and provide appropriate resources and strengthen the sustainable infrastructure of insurtech development and on the other hand, the variables of price, cooperation, trust and purchase benefits are very effective.

In today's competitive market, gaining an appropriate position in the mind of the consumer, in such a way that the consumer is loyal to the company, is of great importance, and , advertising is considered ineffective. The purpose of this research is to explain the role of brand promotion on customer loyalty with with mediating role of level five leadership. This research is an applied research. The statistical population of this research includes Parsian Bank customers. The research tool includes a researcher-oriented questionnaire. To check the instrument's validity, face validity and content validity (by measuring the ratio of content validity and content validity index and construct validity by performing exploratory factor analysis) were used. The non-random and available sampling method was selected according to the Morgan table of 384 people due to the uncertainty of the statistical population. The data were analyzed using SPSS25 software and Smartpls3 software by applying appropriate statistical tests, according to the research hypotheses. The results of his research showed that the identified variables were valid in the form of a paradigmatic model. The value of SRMR statistic is also equal to 0.05, which is less than 0.08, which indicates the good fit of the model. The value of NFI is also equal to 0.81. Although the value of this statistic should be more than 0.9 to have a satisfactory fit, a value of more than 0.8 also indicates a good fit.

Marketing is one of the most important pillars of any business, but marketing in other conventional ways does not respond to the turbulent business environment that is associated with risk and uncertainty. The salient nature of marketing and entrepreneurship is the search for opportunities to turn them into practical and marketable ideas. By evaluating the existing models in this field, there was a lack of a model for knowledge-based companies. The present study is applied in terms of purpose and qualitatively in terms of method. First, qualitative data were collected through content analysis and semi-structured interviews, then the indicators were screened by experts. Then, the extracted indicators in order to create the model were grouped by experts and in the focus group meeting. Each of the related components and concepts were analyzed and mapped separately by Max Koda software. Finally, the model of this research was designed based on entrepreneurship-based marketing and innovation into four dimensions: contextual marketing, entrepreneurial networks, internal guiding core, and innovative entrepreneurship, each of which has several components.

The conceptualization of strategic management is accompanied by a multitude of metaphors. For a long time now, experts in the field of strategic management have used various allegories and similes to define the concept of strategy. The purpose of this study was to understand the cognitive divergences between members of the organization from the concept of strategy, analyze the social effects of this conceptual multiplicity on the behaviors and covert actions of members of the organization and finally train members to achieve conceptual convergence using the innovative metaphor-play method is a learner research. The article's innovative methodology is valuable because it helps metaphorical understanding of users' mental meanings of the concept of strategy through metaphorical analysis. The use of play analysis warns of the possibility of the formation of behind-the-scenes (hidden) behaviors in the organization. In this study, the Hero-Elevator Company has been selected for a case study. The findings of the study indicate the multiplicity of members of the organization about the concept of strategy and the possibility of the formation of covert behaviors..

Knowing customers and identifying profitable services is of great importance due to the diversity of bank customers and the variety of services in the country's banking system. Customer relationship management is currently the core of the business world, the most important interbank network used in Iran is the Shetab network. In this research, data mining techniques are used to segment and rank customers in the Shetab network, using an improved data mining model based on recent purchasing, purchase frequency and amount spent on purchases so that banks can behave in this network. Analyze and evaluate your customers and formulate effective policies in dealing with customers. Also, in order to review similar studies and increase information through library and internet studies, information related to the model was collected. Finally, R + FMW presented a model for clustering bank customers and their transactions. The results showed that the developed R + FMW model has a higher accuracy than the basic RFM model, and using this model, banks can identify customers active in the interbank exchange network (acceleration) and customers and costly communication channels. In terms of fees and demographic information.

Today, in order to create motivation and desirable behavior in employees, achieve organizational goals, increase human resource productivity and ultimately achieve organizational excellence, senior managers of organizations use new and effective strategies. One of these strategies to achieve organizational excellence is to create a desirable culture of excellence and create a strong culture based on the excellence that organizations face in the field of quality management. Using structural-interpretive modeling to first identify the effective and fundamental factors The culture of excellence is addressed and then, using a systematic procedure, the relationships between these factors are determined. The basic concepts affecting the culture of excellence are identified at five levels and then identified in order to recognize the importance and priority of organizational improvement activities in order to promote a culture of relationships between them. Although the basic concepts are mentioned in the models of excellence, but in most organizations, they are not used to promote a culture of organizational excellence and do not even know their impact on each other. In this research, in addition to addressing the importance of the issue, the relationships between them have also been determined.

Today, banks, as the most important element of the financial market, play a very important role in the economies of countries, especially Iran, which relies on the banking system. The purpose of this study is to strategically evaluate the effects of the banking system of banks and unify the exchange rate on the performance of Tejarat Bank. This research is a correlational study and a Likert-scale five-item questionnaire has been used to collect data. The statistical population of the study is the heads and deputies of the northwest management of Tejarat Bank in Tehran. The statistical population of this study included 260 people, of which 152 people were selected by random sampling method and data were collected through questionnaires and library studies. Also, to test the research hypotheses, the structural equation model and especially the path analysis technique have been used and for this purpose, SPSS 17 and Smart PiLAS statistical software have been used. Findings of the research after path analysis showed that there is a significant relationship between exchange rate systems and exchange rate unification and also a significant relationship between exchange rate unification and banks 'performance, but a significant relationship between foreign exchange systems and banks' performance clearly is not visible.

The concept of employee motivation and attention to the factors that create motivation is one of the most important issues in human resource productivity. Motivation of government employees has long been an interesting topic. This study aims to explain the model and examine the relationship between organizational factors (transparency of goals, transformational leadership, job characteristics) and non-organizational (religious socialization, family socialization, personality traits, political ideology, professional identification and demographic characteristics). ) Was motivated by public (government) services. The present study is applied in terms of purpose and descriptive-correlation method. The sample size includes 324 employees of municipalities in Khorasan Razavi province who have been selected by multi-stage cluster sampling. The required data were collected through a combined questionnaire of public service motivation, organizational factors and non-organizational factors and the reliability coefficient (Cronbach's α) for the questionnaires were 0.822, 0.815 and 0.795, respectively. In order to ensure the fit of the indicators with the components (validity check), expertise test and heuristic factor analysis were used and structural equation modeling was used to analyze the data. Data were analyzed using SPSS and Amos software. The results showed that there is a significant relationship between organizational and non-organizational indicators with public service motivation of employees and the relationships were confirmed in the research model and in the end, based on the research findings, some suggestions were presented.

This study aims to evaluate the effect of customer participation, commitment and trust on customer loyalty with the mediating role of customer satisfaction and with a practical approach in Samsung. A questionnaire consisting of 22 questions with a five-point Likert scale was used to collect data. First, the questionnaire was approved from the perspective of experts in terms of content validity. Then, the validity of the structure was performed using confirmatory factor analysis technique. The value of AVE of all variables was above 0.5 and convergent validity was confirmed. Cronbach's alpha and composite reliability were calculated for reliability. Cronbach's alpha coefficient of the questionnaire was calculated to be 0.925 and the CR value of all variables was above 0.7. Therefore, the reliability of the questionnaire has been evaluated as desirable. The statistical population of this research is all customers and consumers of Samsung products residing in Tehran and the questionnaire was randomly provided to 400 customers and consumers of Samsung products residing in Tehran. To test the research hypotheses, the technique of partial least squares and Smart Pls software have been used. The findings indicated that out of seven sub-hypotheses and one main hypothesis, all hypotheses were confirmed. Finally, it can be concluded that customer satisfaction through repeated purchase, purchase of new goods and purchase of goods by new customers who are interested in goods through satisfied customers, leads to increased revenue and profit. In fact, customers who are very satisfied with the organization, pass on their positive experiences to others, and thus become a means of advertising for the organization and thus reduce the cost of attracting customers.

In recent years, Bank Mellat has faced the challenge of retaining its good employees, and it seems that the bank's attractiveness in the field of employer brand and the level of job attachment among the bank's employees can explain this issue. The aim of this study was to provide solutions to improve the shelf life and retention of Bank Mellat employees by examining the impact of employer brand attractiveness on it and the mediating role of job attachment. From a methodological point of view, this research was descriptive-survey and cross-sectional and applied. The statistical population included all employees of Bank Mellat in Hamedan in 1398, which was used to obtain information from all people by census method, to 143 people. The method of data collection was standard questionnaires. For data analysis, structural equations were used with the help of PLS ​​software. The results showed that the attractiveness of the employer brand directly affects the desire to retain employees by 62%, the attractiveness of the employer brand by 61% affected job attachment and job attachment by 19% explains the tendency of employee retention. The results showed that the investment of organizations to enhance the attractiveness of their employer brand causes employees to become attached to their jobs and from this place promotes their desire to stay in the organization.

The main incentive of this study is to investigate the impact of brand value on the intention of re -purchasing customers of Iranian automobile dealers in Hamadan. Today, organizations have come to believe that it is only by repeating customers' purchases who are able to achieve long -term profits. The intention to re -purchase the customer's loyalty behavioral index and the main consequence of customer satisfaction. In this study, in addition to investigating the special value of Iran Khodro brand on the intention of purchasing the company's produced parts by their consumers, the mental and perceived customers of customer's justice, and interactive justice, as well as the stability of the allocation as modulating factors, are reviewed. This research is in terms of purpose, in nature, descriptive-post-resistant. Research data is collected through the five -choice Likert questions in the research questionnaire. In the present study, SPSS.V24 software has been used to analyze the data from the questionnaire, according to the statistical requirement of the statistical software and PLS.V3 structural equation software. The statistical population includes customers of Iran Khodro Company in Hamadan. Due to the identity of the statistical population and the use of the entire community members, the random sampling method is simple. The results showed that the special value of the brand re -purchase customers of Iran Khodro dealers in Hamadan has a significant impact (0.335). Distributor justice plays a modest role in the impact of brand special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan (0.267). Interactive justice plays a modest role in the impact of brand special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan (0.94). The stability of allocation on the impact of the brand's special value on the intention of re -purchasing customers of Iran Khodro dealers in Hamadan plays a modest role (0.106).

One of the mysteries that has always been focused on in international economic studies is the ability to predict exchange rates. The existing perception in the past decades has always been based on the fact that economic models have been the most basic tools for predicting this matter, while the predictions made on this basis have always faced many gaps. Hence, the prediction of exchange rate fluctuations in Iran has always been a fundamental challenge for investors and economic activists, and also in the studies conducted in this direction, less has been focused on the field of behavioral finance and its combination with rational approaches to solve this issue. Therefore, in the current research, an attempt has been made to provide a model with greater explanatory power by using the integrated approach of behavioral finance and classical financial approaches to realize this. In this regard, a model based on the systemic dynamics approach has been presented, considering the impact of psychological, political and economic variables. The results obtained from the research indicate that on average, each of the four situations of widespread prosperity, boom of behavioral trends, stagnation of behavioral trends and widespread recession can be 5.37%, 4.31%, 3% and 2.4% respectively. Reduce the percentage of behavioral distortions in the currency market.

One of the most important problems of public and private organizations in the third millennium is the selection and appointment of efficient and competent managers, which has become more apparent due to the basic challenges of technology and the financial and economic crises of recent years. The purpose of this research is to investigate the impact of social maturity and practical skills on the development of managers' competence. This research is descriptive-survey in terms of its practical purpose and method. 250 bank managers of Tehran province were selected using Cochran's formula and stratified random sampling method and answered the standard research questionnaire. In order to analyze the research data, factor analysis and path analysis tests and SPSS V 23 and Lisrel V 8.72 softwares were used. The results of the research show that the dimensions of social maturity; The quality of temperament, the quality of individual creativity and the quality of self-perception have an effect on the development of managers' competence, on the one hand, having practical skills such as; The ability to communicate with others and manage time and oneself have a positive effect on the development of managers' competence. In total, the variables of the research model were able to explain 84% of the changes in the competence development of bank managers. It seems that individual characteristics and characteristics play a very important role in increasing managers' willingness to develop competence.

 One way to influence the customer is to create an appropriate image of the brand in the minds of the customer. Therefore, the present study addresses the design and explanation of the brand image model in the life curve of electronic products based on the data theory of the foundation. In terms of the purpose of this research, in terms of data, data is the foundation and in terms of the method of implementation, it is qualitative. The statistical population consisted of all experts and academic experts, among whom 13 were selected using snowball sampling method. The interview was used to collect information. Data analysis was performed using Foundation Data Analysis method in three stages of open, axial and selective coding. The results show that for the design and explanation of the mental image model in the product life curve, five theorems obtained based on the paradigm model are needed. 1. The causal conditions include: satisfaction, modernity, and communication, affect brand image creation. 2. The central conditions include brand attitude and brand personality in creating a brand image of the brand. 3. Subjective conditions include: Political, economic, social and cultural factors affect the brand image of the brand. 4. Interceptive factors include: Product life cycle, Customer, Trust and Satisfaction of brand image creation; and 5. Strategic conditions including: loyalty, competitors, emphasis on advertising, technology and marketing, have an impact on brand image creation. .

The purpose of this research is a comparative study of the procedure governing bankruptcy in Iranian commercial law and English law. According to Article 415 of Iran's Commercial Law, filing a lawsuit in the bankruptcy of real businessmen and companies is not limited to their creditors, but the bankrupt himself can request the issuance of a bankruptcy order. However, in English law, suspended companies are not bankrupt, and the method equivalent to bankruptcy in their rights is their liquidation and liquidation. Bankruptcy regulations in the laws of that country, unlike the laws of Iran, are not only for businessmen, but also include non-businessmen and civil companies, and in this regard, there are different regulations between these two legal systems. On the other hand, the judicial authority (prosecutor or public prosecutor) can also request the bankruptcy order of the businessman from the competent court, if we consider the financial right as a right whose subject is property, then without doubt the bankruptcy case should be considered as a non-financial case, considering The result of filing a bankruptcy lawsuit is ultimately a change of description and title in the company's legal personality, which is reduced from a qualified legal person and as a result of issuing a judgment to a legally licensed legal person (liquidation manager), the lawsuit is considered non-financial.