فصلنامه چشم انداز مدیریت بازرگانی
سال بیستم شماره 2 (تابستان 1400)

According to the importance of the collaboration ecosystem, the present study aims to provide a model for accelerating the cooperation of large companies with small businesses.

The present study was conducted with a qualitative method based on the data strategy of the foundation with a coding method with the paradigm model of Strauss and Corbin. The statistical population of the research consists of experts, administrators, and university professors with at least five years of experience related to business development which 12 of them were selected based on targeted sampling for data collection through semi-structured in-depth interviews and resulted in theoretical saturation in the ninth interview.

Data analysis leads to the identification of sub-axes and axes as well as the relationships between them in the form of a paradigm model of cooperation including axial phenomena (three categories), causal conditions (three categories) Contextual factors (four categories) intervening conditions (four categories), strategies (three categories), and consequences (one category).

The results showed that the pivotal phenomenon (small business cooperation requirements, large corporate cooperation requirements, acceleration of cooperation) model causal conditions including (ownership, purpose, business model), contextual factors (financing , Market development, mentoring, organizational acceptance, coaching), interventionist conditions (legal procedures, procurement, selection, merger), strategies (collaboration basis, agile environment, gradual process) as well as consequences (accelerating the collaboration ecosystem).

The high rate of female students entering higher education has led policymakers to seek alternative strategies to attract this segment of society to the labor market; In the meantime, guiding these students to start-ups can be a good mechanism for job creation and sustainable development.

The approach of the present research is qualitative, in terms of the type of purpose, applied and in terms of nature and method, descriptive-analytical. The statistical population of this project consists of women entrepreneurs active in various fields of start-ups who have been selected by purposive sampling method. The data collection tool was exploratory interview that theoretical saturation was obtained through interviews with 18 participants.

The method of data analysis is content analysis, as a result of which 124 concepts were labeled in 36 primary codes, eight selection codes, four organizing codes and two comprehensive codes. Findings show that the successful entry of female students into the field of start-ups requires policymakers to pay attention to issues such as "multiple empowerment" with dimensions such as business culture, development of individual capabilities, purposeful learning and strengthening social interactions such as "building capacity". On the other hand, social normalization, business environment management and development of support resources.

It is suggested that the Ministry of Science, along with other institutions, implement mechanisms such as Dialogue Club, Development and Construction Center, Inclusive Thinkers Committee and Business Support Core to provide the ground for female students to enter the field of start-up businesses.

The purpose of this study is to examine the effect of gamification marketing on brand love, with an emphasis on the mediating role of hedonistic and utilitarian values.

The present study is applied in terms of purpose and the data collection method is descriptive-survey. The data are collected using a standard questionnaire whose validity is assessed by face validity and its reliability by Cronbach's alpha coefficient. Furthermore, the covariance-based structural equation modeling approach is used to test the hypotheses. In the research model, a statistical sample including 396 customers of the app application that has a significant and positive effect on hedonic and utilitarian value is used to test the hypotheses in Kerman.

The study's findings indicate that the experience of game-making marketing activities has a significant positive effect on both hedonistic and utilitarian values. On the other hand, hedonistic and utilitarian values have a significant positive effect on brand love. Additionally, hedonistic and utilitarian values play a mediating role in influencing the experience of game-making marketing activities on brand love.

The findings of this study will be useful for more accurately predicting future customer behaviors as well as managing assets and game-making marketing activities. This study theoretically and empirically demonstrates that the experience of game-making marketing actions is effective in explaining the desired behaviors of customers. Therefore, this study extends game-making marketing actions to the context of desirable customer behaviors.

The outbreak of COVID-19 (Coronavirus ) in 2020 had significant effects on the economies and health of countries. The purpose of this study is systematically investigate consumer behavioral responses during the outbreak of COVID- 19 pandemic and present a model with using meta-synthesis methods.

By using the meta-synthesis method, the dimensions of consumer behavioral responses were identified during the Covid 19 pandemic. To explanation of meta - synthesis methodology, seven step-by-step methods of Sandlowski and Barroso (2007) have been used. The study population is 986 scientific articles that published in credible journals from 2019 to 2021. Finally, 25 articles were scrutinized , then codes and concepts were extracted.

After analyzing the articles, the codes were extracted based on similarity and frequency replication then were categorized in three concepts of reaction, coping and adapting and 36 codes were extracted. Finally, the results of analyze were presented in the conceptual model.

By combining and integrating the researches, a comprehensive model has been presented in relation to consumer behavioral responses during the outbreak of Covid-19 pandemic. Factors such as quarantine, social distance, and use of technology and social media will lead to the formation of new habits and leave old consumer’s habits.

Considering the influencer marketing strategy as a new field, the present study was conducted with the aim of providing a model of effective factors for influencer marketing strategy in the Instagram Platform.

In terms of purpose this research is an applied-developmental research and its study approach is qualitative- quantitative. In order to collect data in the qualitative part, library studies were used by systematic review method and by content analysis the next section, according to Morgan table, 384 researcher-made questionnaires were completed and collected with the online entrepreneurs interested in and aware of this strategy on Instagram and then was processed by Equation Structural Modeling (ESM).

By analyzing the content of the qualitative stage results, 75 initial categories were obtained and classified into 20 final components according to the commonalities. By examining the relationships between them, the final factors of the effectiveness of the influencer marketing strategy on Instagram were leveled and a chart of influence-dependency power was drawn for them.

The results of this study include the presentation of the final model of effectiveness factors of Influencer marketing strategy in the Instagram and the evaluation of this model, which shows that there is a causal-hierarchical relationship between these factors. Influence relative to other factors. Also, contrary to the initial perception, the influencer's apparent attractiveness index was not at the most effective levels.

Many companies and organizations have their reputation and legitimacy from the names and logos of their managers and leaders. In fact, managers and leaders whose management and leadership style has become a brand have an increasing impact on the reputation and legitimacy of the organization. Therefore, the present study was conducted with aim to investigate the impact of leadership brand on organizational reputation with the mediating role of organizational legitimacy. This study is applied research and descriptive survey in terms of method. The statistical population is knowledge-based companies in Lorestan province. Due to the size of the statistical population is limited and specific, Cochran's sample formula was used to determine the sample size and at a 95% confidence level the sample size was 340 people and sample were selected by available sampling method. In the present study, standard questionnaires were used to collect information, the validity and reliability of which were confirmed by content validity and Cronbach's alpha. Structural equation modeling and PLS software were used to test the hypotheses and analyze the data. The results of the research show that all the hypotheses have been confirmed.

Manufacturing institutions and businesses can better develop marketing plans to attract more customers and save marketing costs by realizing the pre-purchase behavior of potential customers. The present study proposes a comprehensive model of the pre-purchase behavior of consumers.

A mixed methodology was adopted. The qualitative phase identified pre-purchase consumer behavior factors by a systematic review of the literature, and reliability was verified by Cohen's kappa coefficient. The quantitative phase tested the proposed model using structural equation modeling (SEM) in Smart PLS V.3.

Pre-purchase behavior was modeled in four dimensions and ten factors, including contextual factors (psychological and social), requirement identification factors (requirement encouragement, requirement emergence, and cognitive reaction to requirement), information searching factors (positional information searching factors, subjective information sources, and external information sources), and pre-purchase investigation factors (alternative evaluation and pre-purchase satisfaction).

Contextual factors had significant, direct and indirect, impacts on pre-purchase behavior in all the stages of requirement identification, information searching, and pre-purchase investigation. This stage (contextual factors) directly and indirectly impacted all the succeeding stages.