مجله مدیریت بازاریابی
پیاپی 53 (زمستان 1400)

Organizations enter to international competitive markets because of different motivations such as: gaining international fame, long-term growth, increasing profitability, taking advantages of economies of scale, maturing domestic market, the intensity of competition in domestic market, governmental rules and regulations; but actually all of the companies aim to export performance improvement. In according to the oil industry situation in Iran's vision, 4th paragraph of general energy policies and, not having a comprehensive model of Iranian oil products export performance, this research could improve and develop this industry in international markets. This research method is phenomenology and statistical society includes export and marketing managers and experts in oil industry. Non-probable sampling and snowball sampling method was used in this research. Regarding this qualitative research, semi-structured depth interview was used to gather information and 7 deep interviews were done regarding to saturated rule. Structure, internal, interpretive and descriptive validity were used in order to Validation; for surveying reliability, revision while coding and surveying by another informed person were used in order to insure correct coding. After open, axial and selective coding and using Atlas. It qualitative software, suggested antecedents of Iranian oil products export performance includes: market orientation, company resources, marketing mix, macro environment and items of Iranian oil products export performance includes: financial performance, customer satisfaction and customer retention. In most of the previous studies have focused on positivism and quantitative research methodology while we used qualitative method in this research.

Introduction The aim of this study was to investigate the relationship between financing constraints with competition in the product market and customer focus in automotive companies listed on the Tehran Stock Exchange. The present research has been done by descriptive-correlation method with applied nature in 2020. The statistical population includes car companies listed on the Tehran Stock Exchange. The sample size is 35 and the sampling method has been done by systematic removal. The tools used in this research are reports published by the stock exchange, stock exchange monthly, modern savings software, Sahra and Dena and audit reports, financial statements and the web portal of the Society of Certified Public Accountants. Manna test, Pearson correlation and linear regression were analyzed. In this study, two hypotheses were proposed. In the first hypothesis, the relationship between financing constraints and competition in the product market was examined, and in the second hypothesis, the relationship between financing constraints with customer focus was examined. Both hypotheses were confirmed.

Nowadays, Using from Innovation Strategy is one of the most important tools for improving the products and services commercialization in companies. In this study, the model of innovation strategies has been investigated based on the classification of Fletch et al, 2018. Also, The Chen et al, 2009 model about classification on the dimensions of technology commercialization has been used. The research has been done with an exploratory approach and based on structural equation modeling with SmartPLS3 software. In this study designed Questionnaires were answered by 112 experts and managers from knowledge-based and medium-sized firms. The results indicated that Product Innovation Strategy and Process Innovation Strategy is positively, significantly influence to Products and Services Commercialization accelerated paths. In addition, the findings revealed that these Strategies are significant predictors of Market Development. Also, the findings showed that, product innovation strategies, unlike process innovation strategies, can’t have a positive and significant impact on Technological Scope in product and process commercialization.

The present study aimed to investigate entrepreneurial marketing on innovative performance with the mediating role of human capital. In terms of practical purpose, the research is descriptive-survey in terms of data collection method and quantitative data in terms of data collection approach. The statistical population of the study includes managers of small and medium-sized knowledge-based companies in the Science and Technology Park of Tehran University, numbering 180 people. Data analysis was performed using structural equation modeling (SEM) and Smart PLS software. The results obtained from path coefficients and significant coefficients showed that entrepreneurial marketing and human capital have a significant and positive effect on innovative performance. It was also concluded that entrepreneurial marketing has a positive and significant effect on the human capital of companies. Another result of the study showed that human capital can play a mediating role between the relationship between entrepreneurial marketing and innovative performance. The findings of this study indicate that paying attention to entrepreneurial marketing equips small and medium companies with capabilities that can have many results and consequences for companies such as company growth, profitability, increasing market share and increasing innovative performance.

The spread of the Internet in everyday life and its development in all social and economic sectors and business processes has caused in today's world, caused by the spread of the deadly corona virus, fundamental changes in the economic system and consequently in marketing and marketing advertising; Therefore, this study tries to help develop theoretical knowledge in this field by examining the characteristics of viral advertising and provide solutions for the implementation of viral advertising programs for marketing managers; Therefore, the aim of the present study is to design a native model of viral advertising for online retailers using the data method. The present research is an applied research in terms of purpose and a qualitative survey research in terms of method. The statistical population of the study consisted of 15 managers and senior experts of the online retail company Digi Kala who were selected by purposive cluster sampling. Research data were collected using semi-structured interviews, the questions of which were confirmed by face to face with the opinion of professors and experts. Results of data method analysis of six identified categories; Indicates causal category, main category, contextual category, interventionist or environmental category, strategies and consequences category. The results of the quantitative section also show that the proposed model presented in the research has seven indicators including message content, usage, sensory perception, trust, branding, ease of use and attitude.

Nowadays, technology is turning into one of the most important factors leading to international competition in the sports industry. Currently, the sports industry is increasingly in need of technology in all its fields to facilitate proper performance.

The present study is aimed to Developing a Comprehensive Model of Marketing of Recreational Sports, a Technology-Based Approach. Data were collected through semi-structured interviews using a qualitative method. The content analysis method was used in order to analyze the data (Brown and Clark, 2006).

The findings showed that the marketing activities of Technology-Based Recreational Sports can be divided into nine stages based on different dimensions of marketing: market-orientation, market measurement, market-study, market-making, market-search, market-holding, market-warming, market-touring and market-handling ,and according to the activities required in each dimension, provided the basis for the development of Technology-Based recreational sports in the country.

According to the results of this research, the marketing path of developing Technology-Based recreational sports begins with market-orientation. This theme acts as a prerequisite for the other two dimensions of marketing of Technology-Based recreational sports, namely market-study and market measurement, and if we pay attention to these three dimensions, we enter the market-making stage, which itself acts as a prerequisite for other dimensions of market-search, market-holding and market-warming. According to the results of this study, if we can successfully pass these steps, we can benefit from the development of Technology-Based recreational sports in the field of market-touring and market-handling and enter international market.

The purpose of this study is to investigate the effect of social media personalization on perceived brand value and brand loyalty with the mediating role of brand interaction and consumer in Tehran. The research method is applied in terms of purpose and based on the data collection method, it is a descriptive survey. The statistical population of the study is all customers of SNAP in Tehran and a simple sampling method is available. Using Cochran's formula, 384 people were selected as a sample. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.829. The validity of the research tool has also been investigated by confirmatory factor analysis technique. Then, the data were analyzed by structural equation modeling using Smart PLS software. The results of examining the research hypotheses indicate that Social media personalization influences brand interaction and consumer, perceived value, behavioral intent, and pricing. On the other hand, brand interaction and consumer affect perceived value, behavioral intention and pricing. Finally, social media personalization plays a role in perceived value, behavioral intent, and appropriate pricing with the mediating role of brand interaction and consumer.