فصلنامه چشم انداز مدیریت بازرگانی
سال بیستم شماره 3 (پاییز 1400)

The purpose of this study is the strategic analysis of Razi University Community Relations Office as one of the most important communication channels between the university and society to develop entrepreneurship in knowledge-based communities..

This research is using a hybrid approach (swot-ahp). In the qualitative part, the targeted sampling and snow bullets were used. After nine interviews with experts, the theoretical saturation was achieved in the quantitative part, to dedicate a weighting factor to each of the SWOT factors, paired comparison was given to the same experts in the qualitative section

The findings showed that aggressive strategies for the development of research and educational products with the subject of trade development in border markets. Conservative marketing strategies of university capabilities to activists and associations in the field of agriculture, industry and reviewing the policy of attracting and promoting professors with an industry-oriented approach, competitive strategies to develop discourse interactions between industry and academia, reviewing faculty motivation Getting to university and Selective policy defensive strategies were presented to support motivated or industry-related professors and to budget the facilities and resources of the university and office in the face of surroundings problems.

According to the results of this study, when the three pillars of government, industry and academia play their role properly, it will be possible to establish an effective and efficient relationship between industry and academia. The macro-social, economic and political environmental conditions of the country play a key role in establishing this relationship.

This study seeks to examine the principles and factors affecting the creation of buzz marketing in a new business and also to examine its functions in entrepreneurial marketing.

In this research, the qualitative research method has been used as a comparative case study with Delphi approach. Semi-structured in-depth interviews and questionnaires were used to reach a consensus among the samples. The statistical population of this study was the staff of Iranian startups. A sample of 8 people including experts and managers of startups were determined by judgmental sampling method. In the present study, for the validity of the research, the method of receiving the opinions of the participants in the research on the validations and interpretations, as well as the recording with the approval of the supervisor, were used; To calculate the reliability, the open test method and the intra-subject agreement method of the two coders were used. To analyze the data, the theme analysis method was used.

The results of theme analysis indicated that the function of buzz marketing in startups includes six main categories: principles and strategies, processes and implementation steps, buzz-generating themes, models, executive challenges and opportunities.

The results of this study show that marketers, by considering the five stages of informing and attracting the audience, creating interest and passion for the product, creating desire in the audience, creating interaction with the company and forming loyalty are trying to use the principles of fuss marketing.

Big data has an undeniable potential for creating value in the marketing sector (due to the importance of data in all of its activities). However, due to research fragmentation, no comprehensive theoretical framework for this topic exists. This study aims to identify and present a comprehensive model of big data application in marketing.

The present research is qualitative in nature and falls into applied research in terms of the purpose of the study. To explain and prioritized big data application through makreting-mix, the Meta-synthesis approach is used. After performing CASP analysis, eventually, 30 essays are investigated from 2006 to 2020.

In this study, 187 codes of core values of big data were identified and classified into 16 themes and four categories. The results of this study showed that the highest frequency is related to the value dimension of "personalization and customization of products and services".

According to the study's findings, the most important big data values related to the product, pricing, place, and promotion category are dedicated to "personalization and customization of products and services, "dynamic pricing", "automation of distribution processes, ordering and delivery" and "CRM systems improvement". This research has contributed to the expansion of the research literature's knowledge body and can provide researchers and marketing managers with a thorough understanding of the value of big data in the marketing mix.

Banking is one of the most important and influential industries in the economic development of the country. Disadvantages of traditional banking became the impetus for this study to examine sustainable marketing in the field of banking.

The foundation data theory method was used in the qualitative part and structural equation modeling was used in the quantitative part. The statistical population consisted in a small part of 187 heads of departments, deputies and heads of branches in Bank Melli. Also, the statistical community in the qualitative section consisted of 20 experts and managers of Bank Melli. Qualitative sampling method; the snowball approach was clustered and simple in part. First, the North Tehran Branch Affairs Department was divided into 6 clusters and then, based on a random approach in each cluster, the questionnaires were randomly distributed.

The research data were analyzed using three types of open, axial and selective coding. The causal conditions include: "Individual-psychological characteristics, socio-cultural characteristics and demographic characteristics"; the main phenomenon: "sustainability recovery"; Interfering factors: "motivational factors"; Background conditions: "Market behavior and competitors' behavior"; the proposed strategy was "Sustainability Development" and the consequences included: "Financial Performance, Marketing Performance and Employee Performance".

Based on the results of qualitative and quantitative analysis of the research, it was found that in order to improve the position of customers and their satisfaction, bank managers can implement and implement sustainable marketing in the bank, a suitable platform to achieve organizational excellence in the bank, Provide.

Today, mobile applications have become an integral part of people's daily lives. Given the growing market for mobile food ordering applications and the tendency of businesses to take advantage of these technologies, it is important to identify the factors that affect customer dissatisfaction with these applications. Due to the existing research gap, the main purpose of this article is to identify and prioritize the factors of customer dissatisfaction with food ordering apps.

In terms of method and nature, this research is of mixed and exploratory type. In the qualitative part of the research, by means of content analysis, the factors of customer dissatisfaction were extracted from the text of 20 interviews (after data saturation). In the quantitative section to rank the factors of dissatisfaction, a researcher-made questionnaire was distributed and the themes were ranked using the weighted average method.

In this research, using the theme network method, 15 organizing themes and 6 comprehensive themes were identified and its website network map was drawn.

Delay in order delivery is the most important cause of customer dissatisfaction with food ordering apps, and in the next ranks is the lack of quality assurance and health of food, non-compensation for the difference between invoiced items and sent items.

Open strategy is an approach to open the strong boundaries of the organization and the flow of knowledge through internal and external stakeholders so that organizations can increase participation and transparency of information and use information technology tools to more strategic ideas and To achieve a more efficient application of this approach requires its own implementation plan, which, given the role of knowledge-based companies in the economies of developing countries and the high impact of open strategy on the performance of knowledge-based companies the purpose of this study is to present an open strategy implementation model in knowledge-based companies.

This research has been done using the apparent approach of Grounded theory and the data has been collected through in-depth interviews with 15 experts in the field of strategy in knowledge-based companies.

After analyzing the qualitative data of the interviews, the executive model of open strategy was presented. Findings include 5 categories (development of technical and knowledge factors, development of organizational and human factors, strategic sensitivity, networking and challenges and competition of ideas) which according to the opinions of research experts, as solutions and Open strategy implementation plans are considered.

Knowledge-based companies can, by recognizing these strategies, implement an open strategy and thus achieve their two main goals, namely the production of new and innovative products (product innovation) and provide optimal production methods ( Process innovation) and through the realization of these goals, gain a sustainable competitive advantage.

Considering that today the environment has become an increasingly vital and very important issue for all segments of the population, both as customers and producers, the purpose of this study is to design a branding model for green products in industry. Is food.

This research, which is a qualitative research, has designed the model with an inductive approach and using the research strategy of data foundation theory and Strauss-Corbin systematic design. The statistical population of this study is the managers of food companies with green brand with at least a master's degree in management, agriculture or entrepreneurship, as well as professors of business and environment at the university, and is an interview data collection tool.

In order to perform coding, 15 interviews were conducted, 214 codes were obtained as open source. By determining the frequency of each of the extracted codes and considering their similarity, 85 concepts were identified. Then the concepts of family were placed in a more general category and by doing this, 26 sub-categories were formed.

The model obtained from the present study, from a practical point of view, provides a comprehensive and macro view to producers and managers of marketing companies of green branded food companies to increase awareness of various aspects of green products, Use appropriate strategies and measures to brand these products.