مجله مدیریت بازاریابی
پیاپی 56 (پاییز 1401)

The present study examines and analyzes the key sensitivities effective factors in repeated patronage of Counterfeit products at the organizational level and seeks to provide a model that can improve the various conditions and factors affecting the process of repeated patronage of Counterfeit audio and video products. The method of the present research is applied-development type and in terms of implementation method is quantitative type. The data collection tool is a questionnaire. For this purpose, in order to collect data, after reviewing the literature and research background, the statistical sample of research consists of 386 corporate buyers and producers of counterfeit audio and video products in the country and abroad. Partial least squares (PLS) were applied to analyze the data. Analysis of data factors based on the and repeated patronage of counterfeit products at the organizational level. The findings of the research indicate the effective role of two groups of factors related to the buyer (including purchasing organization; Environmental factors; Buyer reaction and Factors related to distributor credit including variables of managerial ability, marketing and sales ability, distributor financial strength, market coverage and product line on the repeated patronage of purchasing Counterfeit products at the organizational level.

In this paper, we have studied the impact of utilizing the customer knowledge on the innovation and new products’ performance in Sama Samaneh Software Co. Theoretical foundations and similar researches’ literature was reviewed to design a research model. Three types of customer engagement are identified (customer as the information source, customer as the innovative colleague, and customer as innovative) and their correlation with other variables are proposed as the main hypotheses. Ninety Sama Samaneh holding employees and managers were randomly chosen for the descriptive survey method. A questionnaire consisting of seven-level Likert scale closed questions was designed to measure the main variables. Validity and reliability of the questionnaire was measured as very good, and the data was analyzed using SPSS and PLS software. The results show that the proposed model can predict the performance of new products in 80% of the cases. They also show that the nature of customer’s knowledge impacts their type of engagement in developing new products, and the performance of new product development relies on customer’s engagement type.

The market of biopharmaceuticals in the world is growing rapidly and in our country the share of these drugs is increasing. Research, development, production and sale of these drugs have high risk and cost and require a long time. Hence, global companies are turning to technological and innovative collaborations. In Iran, however, the issue of cooperation between biopharmaceutical companies has not been addressed.

In order to identify the ways in which the actors of this industry cooperate along the value chain, the present study has tried to draw the actors in each of the links of the chain by studying two cases in Sinagen and Ronak Daroo companies. The present study is an applied type and interpretive paradigm in a way that using a multi-case study strategy, attempts have been made to identify ways of technological cooperation between different actors along the value chain. The interviews with each of the interviewees consisted of 13 main questions and were in the form of a semi-structured interview.

The results of this study show that although good cooperation has been formed between the actors of this industry for the production of medicine. But these collaborations have been more about developing the market or producing biosimilars than on developing technology and upgrading research capabilities and developing new drugs. Also, despite the formation of few technological collaborations between companies in the industry, the lack of specialized companies such as clinical trial companies and small biotechnology companies, legal shortcomings such as the weakness of the commercial law for mergers and acquisitions and the weakness of use Export development tools are among the most important problems facing the promotion of technological cooperation between companies in this industry.

Iranian biopharmaceutical companies generally acquire their production knowledge through reverse engineering and for the production of biosimilars and perform the distribution and after-sales service themselves.

Marketing capacity is a mechanism that enables organizations to implement their strategies in a competitive environment. Using these capabilities, organizations can improve their performance in today's competitive environment by using their physical resources and intellectual and strategic assets. The purpose of this study is to present a model of marketing capacity in the Khuzestan steel industry and its impact on the company's performance in developing open innovation.

The method of the present study is a combination that was performed in two qualitative and quantitative stages using data theory of the foundation. Qualitative stage data were collected through interviews with 15 experts in the field of marketing who were selected through purposive sampling and analyzed with Maxqda software. Qualitative data analysis software.

The results obtained from the analysis of theoretical foundations and research interviews, led to the final model of marketing capacity, which has 10 main categories of product, distribution network, market, customer, competitor analysis, advertising, brand, management strategies, and technological strategies. And training. Analysis of competitors, customers and products in the role of "underlying factors" of the market in the role of "environmental conditions", advertising, brand, distribution network, management strategies, technological strategies and training in the role of "strategies and strategies" and marketing capacity in the role of the "main category" and the company's performance in the role of "consequence" have been identified. The researcher-made marketing capacities that resulted from the results of the qualitative sector and in the quantitative sector, considering the importance of open innovation to be a market leader in the steel industry, the company's performance was measured based on open innovation. Was analyzed. Findings indicated a good fit of the proposed model.

The present study was conducted with the aim of the effect of business intelligence on financial performance with the mediating role of brand value and creativity of private banks in Khuzestan province. The research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population in this study consists of all employees of private banks in Khuzestan province that 1000 employees were considered as the statistical population and the sample size was selected using the Cochran's formula of 287 employees; And is simple using the random method; And standard financial performance questionnaires of Qaranfleh et al. (2010), Popovij et al. (2020) business intelligence questionnaire, Sin and Verma brand sharpening questionnaire (2017) and Doriji et al. (2001) creativity questionnaire were performed on them; Using Cronbach's alpha test, the reliability of financial performance questionnaire (0.86), business intelligence questionnaire (0.85), brand equity questionnaire (0.85) and creativity questionnaire (0.86) were obtained. The collected data were analyzed using SPSS software version 24 and from descriptive statistics (mean, standard deviation, etc.) and for structural equations from AMOS software, the results showed. Business intelligence affects the financial performance of private banks. Also, business intelligence with the mediating role of brand equity and creativity has a positive and significant effect on the financial performance of private banks in Khuzestan province.

Today, in a competitive market all products have competitive advantages and it is not easy to find the difference between the products. One of the ways to achieve these differences is using methods that focus more on customers. In viral marketing, the organization sends its message to others using communication between customers. By turning the internet network of customers and subscribers into a huge machine that spreads mouth to mouth, viral marketing subjects the company to everyone. Due to its low cost, this marketing method possibly complements or even alternatives to traditional methods, especially in services and industry, and Marketers can persuade more customers and users by examining the effective factors. Therefore, this study aims to identify the factors affecting the intention of viral marketing behavior in customers and their prioritization.

In this study, documentary analysis and the AHP method with fuzzy approach were used to identify and prioritize the effective factors.

According to the documentary analysis results, five main categories of mouth-to-mouth marketing, customer satisfaction, loyalty programs, recipients, and viral elements are cited among the main influential factors. Each of these main criteria included a total of 30 sub-criteria. Based on the fuzzy AHP results, the loyalty programs criterion has the highest, and mouth-to-mouth marketing has the lowest final weight.

According to the results, customer satisfaction is responsible for persuading customers to buy more from that company and showing individual viral marketing behavior. Customer loyalty programs significantly affect viral marketing intent, and their motivation for viral marketing increases when customer loyalty increases.

Effective banking communications can improve and strengthen customer relationships to achieve the desired level of performance. Although banks and the services they provide have improved in recent decades, customer satisfaction with banking communications is still a concern. The purpose of this study is to investigate the effect of communication effectiveness on customer satisfaction with the mediating role of perceived value, perceived quality and customer trust. The research is a descriptive correlational research in terms of applied purpose and method. The statistical population of this study includes all customers of Bank Shahr in Qazvin province. The size of the target population was unlimited and according to Krejcie and Morgan table was equal to 384 people. The questionnaire was distributed electronically among the statistical population and finally 384 questionnaires were analyzed. The available sampling method was selected for data collection and the required data were collected in this study using a 21-item questionnaire. The results of the study showed that the effectiveness of communication has a positive and significant effect on customer satisfaction, customer trust, perceived value and perceived quality. Also, the effectiveness of communication indirectly leads to customer satisfaction through trust, perceived value and perceived quality. Other results are presented in the form of discussion and conclusions in the research.