نشریه مدیریت زنجیره ارزش
پیاپی 3 (پاییز و زمستان 1395)

Today, the culmination of the knowledge, innovations and new technologies to create strategic advantage and the importance of knowledge management in organizations has led to the concept of knowledge management in organizations; it is the heart of strategic policies. The aim of the present study was to investigate the effect of knowledge on successful customer relationship management in the municipality. To manage knowledge-based theory of "Bahat" in five dimensions, acquisition, registration, creation, transfer and application of knowledge is defined. The population of the study directors and employees of the municipality is the city Osku. Their number is 70 and the sample size was estimated based on the Morgan 59. Data collection for this study was a questionnaire. After the validity and reliability of the samples were analyzed. Once collected, the data obtained were classified and summarized using descriptive statistics. To test the research hypotheses Pearson test was used. The results indicate that the success of knowledge management and customer relationship management success in municipal impact

The purpose of this study is to examine the relation between customer-orientation and brand-equity in Anata manufacturing company. This study is a Correlation survey and is applied type. The chosen population were all the nutrition exporters (N=163) located in Tabriz. Census method used for data collecting and for this purpose a questionnaire was distributed. For the test of the reliability, Cronbach’s alpha coefficient for the customer-orientation and brand-equity questionnaires calculated as 0.932 and 0.918 respectively. Pearson correlation test was used for data analysis. According to the results, there are significant and positive relation between the customer-orientation and brand-equity, brand awareness, perceived quality of brand, but there is no significant relation between customer orientation, brand-loyalty and brand associate.

Companies are using development of barnd  program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they can be developed and thereby can reduce risk and spread their brand image .The aim of this study is to evaluate the impact of advertising on brand equity. This research can be categorisezed as a survey study and applicable in nature. A questionnaire used to collect data which its validity was confirmed. The questionnaires were distributed among the participants and then, were analyzed through  SPSS and PLS. Results indicated the confirmation of all the research hypothesis  and significant impact of advertising on brand equity and its dimensions, including brand awareness, brand association, perceived quality, brand loyalty, brand and other assets such as reputation.

In a constantly changing global competitive environment, an organization's supply chain agility directly impacts on its ability to produce, and deliver innovative products to their customers in a timely and cost effective manner. The purpose of this thesis is to study the impact of personnel capabilities on supply chain agility. The target samples of this study were employees of the Tobacco Manufacturing Company of West Azarbaijan. The Cronbach’s coefficient and the composite reliability of each variable is greater than 0.8 which is acceptable. Also, average variance extracted (AVE) values were calculated which were greater than 0.5. Findings from the study confirmed the validity of the proposed model. In addition, the results showed that the six variables including skill staff, aware and intelligent, qualifications set, knowledge management, culture empowerment and multiple skills significantly influenced supply chain agility.