نشریه مدیریت نوآوری و راهبردهای عملیاتی
سال دوم شماره 4 (پیاپی 8، زمستان 1400)

The purpose of the present study was to investigate the impact of social media marketing activities on the intention to buy Consumers through the role of mediating social identity, perceived value and consumer’s satisfaction.

According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as sample. Research data were collected using Chen and Lin (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive in terms of data collection. SPSS and Smart PLS software were used to analyze the collected data.

The results show that social media-based marketing activities have a positive and significant effect on social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also have a significant positive effect on customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.

The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics and will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy, the perceived value of the customer. In addition, design the social identity of the brand.

The purpose of this study is to explain the factors affecting the performance of businesses located in the Science and Technology Park. Therefore, this research, by understanding this issue through Interpretive-Structural Analysis (ISA), seeks to design a model based on the classification and segregation of factors affecting the performance of companies located in the Science and Technology Park.

The present research is applied in terms of purpose, descriptive in nature, and survey in terms of data collection method. The research methodology is a qualitative-quantitative mix in the qualitative part based on identifying factors related to business performance. The work is located in the Science and Technology Park through interviews and content analysis with the participation of 15 experts as panel members, and in a small part through the formation of structural self-interaction matrix seeks structural and interpretive modeling in which 15 senior managers and experts from science and technology parks participated.

The results show that the most important factors affecting the performance of companies located in the science and technology park are creativity, effectiveness and work interactions, which were effective indicators in the results of thematic analysis.

The most effective factor in the performance of companies located in the Science and Technology Park are the factors of job satisfaction, job freshness, and job trust and job profession.

Many factors affect the firm’s innovation performance, and identifying these factors can help managers to better plan and manage the innovation process. MAPNA Industrial Group, as a manufacturer of power plant products, seeks to improve and enhance the innovation performance of its subsidiaries, in order to gain a competitive advantage and presence in global markets. Accordingly, the present study was conducted to investigate the impact of entrepreneurship, R&D internal capabilities, and R&D external collaboration on MAPNA’s innovation performance.

This study is a descriptive and applied research. Data collection was done using library and field study methods and a questionnaire and interview were used to benefit from the opinions of experts, which included 30 managers and experts in the R&D departments of MAPNA Group. 14 indicators in the form of three factors of entrepreneurship, R&D internal capabilities, R&D external collaboration, were identified. Then conceptual research model was designed and using fuzzy approach and MATLAB software, innovation performance was evaluated.

The results show that all three factors of R&D internal capabilities, R&D external and entrepreneurship collaborations have a direct and positive effect on MAPNA Group's innovation performance and R&D internal capabilities have the most impact with a score of 7.44 and entrepreneurship has the least impact with a score of 5.64. Also, innovation performance takes the most impact, respectively on the indicators of the amount of investment in R&D software, the amount of investment in equipment and laboratories, and the percentage of R&D costs of the organization's total sales that all three are indicators of R&D internal capabilities. The level of innovation performance in the MAPNA group was 6.44 which is in the medium to high range.

This study proposed a conceptual model to illustrate the relationship between intrapreneurship, R&D internal capabilities, and R&D external collaboration in order to engender innovative performance of MAPNA.

Although in recent years, Building Information Modeling as an emerging technology in the Iranian construction industry, has attracted the attention of many people, but the low productivity of this industry, the conditions for the realization of many benefits from the implementation of this technology has faced many obstacles. The implementation of such technologies on national, organizational and individual scales depends on their adoption. According to previous research in this field, unfortunately the adoption of BIM in Iran, is very slow and undesirable.

In the present study, by distributing a questionnaire among the first ranked construction companies in Tehran province, the BIM adoption status was obtained using the Technology Acceptance Model (TAM).

The data analysis, which was performed using Structural Equation Modeling, showed BIM adoption was below average in all 87 valid samples. The research findings showed that if people to imagine using BIM in their minds and beliefs easier, the more they think that using BIM is usefulness, and both of these variables lead to a greater intention to adopt BIM technology.

As a result, it may be possible to improve the BIM adoption status in the Iranian construction industry by focusing on strengthening individual and behavioral dimensions in order to further BIM adopting.

The purpose of this study is to investigate the effect of creating individual and collective psychological ownership of the brand for customers on the goals of buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.

This research is applied and descriptive-survey in terms of purpose and method, respectively. The sampling method of this study was available and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyzes were performed using structural equation methods and SPSS and Smart-PLS2 software programs. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, P-value less than 0.05 was considered.

The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on members' participation goals. Also, the goals of the partnership have a positive and significant effect on the purpose and intention of buying the brand and word-of-mouth advertising.Originality/Value: The results showed that self-efficacy, responsibility, belonging, personal identity and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members.

Developing radical innovation usually involves working with new markets and technologies, which brings high levels of uncertainty and risk. Developing personal innovations due to high uncertainty results in unforeseen problems and happenings. The motivation of employees who are in the direction of conservatism rather than innovation is an important challenge in the growth of big corporates. This study examines how managers motivate individuals to innovate in a radical way. Therefore, managing the motivating factors of the individual sector has an important contribution to radical innovation capability. 

This research presents a theoretical model of managing personal motivation in individual innovation development. The model is tested and analyzed by investigating four present companies.

The findings show managers can have impact on initial level of individual motivation and can effect development tasks’ success by assigning external aims and providing organizational support. These methods could be found in different levels: personal, project teams, and the organization.Originality/Value:  Based on the results of this study, it can be said that the use of skills and abilities in performing job tasks and promoting their functional innovation is effective.

The present study was conducted to gather evidence to investigate the relationship between cash holdings, firm value and financial performance of companies' constraints in financing the Iranian capital market.

For this purpose, this study was investigated for 91 companies (number of observations 728) in the period of 8 years between 2012 and 2019. Also, panel data regression was used to test the relationships between variables.

The results indicate that there is a nonlinear relationship between cash holdings and performance and this relationship is inverted U-shaped, also this relationship has existed with the performance variable (ROE) as an alternative variable. This study shows a negative relationship between the non-optimal level of cash holdings and financial performance. The results indicate that companies with financial constraints hold cash holdings, which will reduce financial performance.

Provides evidence of a non-linear relationship between firm performance and cash holdings under company-specific conditions (financial constraints). This evidence gives managers and investors the insight to examine the performance of companies and their future value, and how they make decisions in certain circumstances, such as financial constraints for companies.