نشریه مدیریت تبلیغات و فروش
سال سوم شماره 2 (پیاپی 10، تابستان 1401)

In recent years, postmodern and pragmatic approaches to strategic management theories have led to the formation of a completely different, out of abstract and pragmatic view of strategic management. Numerous and complex abstract theories of strategic management are not only inapplicable in practice but also lead to misleading organizational decision makers. Although recent efforts to uncover the practical and real nature of strategy have led to more pragmatic and justifiable theories, organizations suffer from a lack of a step-by-step approach as a practical guide to strategizing. Organizations need practical action to implement their strategies, rather than theory. Therefore, the purpose of this study is to build an empirical pragmatic theory for strategizing of the organization by means of a longitudinal study in a food production and distribution company over 4.5 years. This article has been conducted through formal semi-structured interviews, informal ethnographic interviews, field observations and post-qualitative interviews, in the period 1396 to 1400. The findings of this study show that strategies can be implemented with the help of step-by-step method of habituation based on stimulus-response mechanism and strengthening of habits in the direction of the general orientation of the organization. This theory contradicts the common view of the whole component of strategic management and simultaneously pays attention to the macro level and micro level of the organization.

The aim of this study was to design a comprehensive governance model in The Iranian Football League. In this study, the statistical population consisted of all Iranian premier league including club board members, players, experts and coaches which were 560 people of 16 Iranian premier league teams and 240 people were selected as samples and 15 out of each team were considered. For Data collection we use a researcher-made questionnaire, which was designed by COARSE method. After filling out the questionnaire by samples and Based on the results of this study, the extracted indicators in this study included transparency and accountability, law-abiding, accountability, value promotion, ethical and cultural standards, supervision and control, organizational effectiveness and anti-corruption. The results of this study were analyzed using structural equation model and the results showed that transparency and accountability, law-abiding, accountability, value promotion, ethical and cultural standards, supervision and control, organizational effectiveness and anti-corruption were predicted 69%, 63%, 63%, 67%, 58%, 67%, 59% and 67% of governance variances, respectively. These results show that transparency and accountability, law-abiding, accountability, value promotion, ethical and cultural standards, supervision and control, organizational effectiveness and anti-corruption all have a significant impact on governance in The Iranian Football League.

Today, the economic and commercial progress of the country depends on the progress of the banking industry, following the pace of other industries of the country, as well as the banking industries of other advanced countries. Currently, a high percentage of the ownership of this industry is in the hands of the government, but with the emergence of some private banks, competition has also started in this industry, but despite this, it is very far from the level of global banking.Competition in the banking industry refers to the management and marketing activities of banks to gain market share and increase the number of customers. Competition in the market is not a new issue in the field of banking and financial and credit institutions. Banks should prepare themselves to operate in a turbulent field through competitive intelligence. Therefore, considering the importance of this field, in this research, it has been presented a model for improving the competitiveness of foreign exchange services for customers in the banking industry. Delphi test and Lisrel software are used to identify the components in this research. The statistical community in the qualitative section consists of experts in the field of banking marketing and foreign exchange services. In this research, the results show that the model of improving the competitiveness of foreign exchange services for customers in the banking industry has been presented in the form of factors of banking activity, credit portfolio, monetary and financial, market share and external organization.

Using social media as a set of empowering tools for companies to communicate, collaborate and interact with customers, creates value and shares knowledge. The main purpose of the present research is to design and implement a marketing model based on social media in life insurance using the foundation's data technique. In the current research, it is a qualitative study in terms of creating a theory that explains the action and reaction of a phenomenon. The current research is qualitative in terms of its purpose, apart from descriptive research, and in terms of research strategy, foundational data analysis and the approach governing the analysis and collection of information. The current research method is qualitative and using the foundation data method. The data of this research was obtained through semi-structured interviews with the snowball technique, which reached theoretical saturation for interviews with eight expert university professors in ethical digital marketing and eight expert managers in the marketing industry. After performing the three stages of open, central and selective coding, the paradigmatic model of the research was developed. Data consolidation was confirmed based on the criteria of reliability, review by members, triangulation of data sources, analysis of negative cases and transferability. The findings of this research are 146 concepts in the form of 28 subcategories and six main categories. Market analysis in this research was identified in four categories of competitor analysis and learning from them, market leadership, intellectual leadership, and customer behavior,

Home-based businesses are considered as a solution to the problems of unemployment in developing and developed countries, therefore, the law on protection of home-based businesses has been condificated an and been operational since 2010 in Iran. One of the main obstacles to home business development is the lack of access to market and demand for home business products. Developing and appling the marketing strategies is one of the most important ways to overcome this obstacle. So, the main purpose of this study is to identify and prioritiztion the obstacles of  to applying marketing strategies in home-based businesses. For this purpose, with reviewing the literature and identifying affecting factors, the Analytic Hierarchy Process (AHP) has been applied to prioritize the marketing strategies obstacles. The results show that the unstable economic conditions in the country with a weight of 0.140 has been the most important obstacle to home business marketing. After that, the instability in laws and regulations, lack of supportive culture of production and stimulus for innovation, and lack of stable connections are in the next ranks with weights of 0.102, 0.083 and 0.068, respectively.

Entrepreneurial marketing has emerged as a new approach in the marketing of small and medium enterprises that in value creation and delivery, strengthens the main marketing processes through entrepreneurial, innovative and opportunity-oriented methods. The purpose of this study is to investigate the effect of entrepreneurial marketing on the performance of small and medium technology-based companies with emphasis on the moderating role of environmental factors. The statistical population is senior managers and experts of small and medium technology-based companies in Tehran. From a variable perspective, it is a quantitative research. A questionnaire used to collect data. Data analyzed using Amos software. Structural validity used to evaluate the validity of the research questionnaire and Cronbach''s alpha coefficient used to analyze its reliability. The analysis of the findings showed that there is a significant relationship between entrepreneurial marketing and business performance and the internal investment environment of companies moderates this relationship. Finally, the study of the effects of research structures showed that entrepreneurial marketing directly affects business performance by 0.276. Environmental factors also directly affect entrepreneurial marketing by 0.288, and indirectly by 0.0795 on business performance.

Corporate social responsibility is one of the most important concepts in the economic, social and environmental fields. Factors that can pay attention to a healthy environment along with corporate social responsibility are green human resource management and behavior. Therefore, the purpose of this study is to investigate corporate social responsibility and employee task performance with the mediating role of green behavior and green human resource management. This research is descriptive-survey method in terms of purpose, application and nature of data collection and is of correlation type. The statistical population of the study is 8000 employees of active petrochemical companies in South Pars region. The statistical sample of the research is 370 employees. The data collection tool was a standard questionnaire whose validity was confirmed by content validity method and construct validity and its reliability by Cronbach's alpha method. The method of data analysis to test the research hypotheses was the method of structural equations (partial least squares) using Smart pls3 software. The results of data analysis indicate that corporate social responsibility has a positive and significant effect on green behavior with a significant t (18.20) on green human resource management (20.85) and employee performance (7.36). Green behavior has a positive and significant effect on the performance of employees with a significant T value (2.66) and green human resource management on the performance of employees (4.52). The mediating role of green behavior between corporate social responsibility and job performance (2.70) and the mediating role of green human resource management between corporate social responsibility and job performance (4.33) were also confirmed.

Knowledge-based companies are known as important sources of income, employment and ultimately the driving force affecting economic development, which due to their significant role in economic development and the problems of market knowledge-based products, the need to use a practical model that it becomes apparent for the use of digital marketing in knowledge-based companie that In this research, the paradigm model of digital marketing has been extracted using data-based theory. This research has been done using a systematic approach of grounded theory and the data has been collected through in-depth interviews with 16 experts in the field of digital marketing in knowledge-based companies. After analyzing the data obtained from the interviews, a digital marketing paradigm model was presented. The research results include causal conditions (nature of the organization, digital marketing techniques, time and cost management, complex competitive environment), contextual conditions (cultural readiness, technological readiness, structural readiness), intervening conditions (environmental challenges And individual), central categories (implementation of digital marketing), strategies (expansion of comprehensive communication, digital education, technological innovation, development of online marketing tactics) and consequences (entrepreneurship and economic development, sustainable competitive development, environmental intelligence and Industrial, productivity development, smart decision making) that Knowledge-based companies, by considering the paradigm model of research, can achieve a correct and comprehensive understanding of the implementation of digital marketing in these companies and to implement it correctly and practically, and thus to the goals, Achieve their organization and see a competitive advantage over other competitors.

In this study, the role of leadership and management in the development of entrepreneurial and innovation capacities in cultural and artistic centers is investigated. The statistical population includes all cultural and artistic centers in Isfahan province; Statistical sample of all managers and staff of cultural and artistic centers, which was obtained based on Morgan table of 341 people, a standard questionnaire was used to measure variables, which was distributed and collected among managers and staff of cultural and artistic centers by available sampling method. The validity of the questionnaire was diagnostic, convergent and divergent and the reliability of the questionnaire was assessed with Cronbach's alpha coefficient. The research model was tested based on the structural equation method using LISREL software. The results showed that leadership has a significant effect on the development of entrepreneurial capacity; Management has a significant impact on the development of entrepreneurial capacity; Leadership has a significant effect on innovation and finally the significant positive effect of management on innovation was confirmed.

This research with the topic of "providing a model of innovative marketing opportunities for entrepreneurs in the field of halal tourism" in terms of the practical purpose, the nature of the data is mixed and exploratory; In terms of the data collection method, it is a descriptive research. The statistical community is divided into two categories, the first category includes experts and specialists who are fully familiar with the complete concepts of the halal tourism industry and innovative marketing opportunities for entrepreneurs in this field.The second category includes the operators and beneficiaries of this industry, i.e. companies providing tourism services, tourists, which also includes sub-groups such as (managers, employees, experts). that this population is responsible for filling the questionnaires in the quantitative partIn the qualitative part, the sample size is 11 experts and specialists related to the subject, and a closed structured interview will be conducted with these people. In the quantitative section, questionnaires were distributed among 57 employees of tourism companies in Arvand Free ZoneThe data collection tool in this research was conducted by the researcher using interviews and questionnaires. In this way, first, all the criteria and sub-criteria have been extracted using the opinions of experts. Then the validation of these factors was discussed through the Delphi method. In the quantitative stage, structural equation modeling and factor analysis method were studied with Spss and LISREL software. The obtained results led to the identification of five factors of innovative marketing opportunities for entrepreneurs (created value for tourists, innovation in products and services, social networks for advertising, modern technologies for distribution networks and sustainable products and services). The mentioned model and the relationships presented in it were evaluated using structural equation model test and the effect of these components was confirmed.

According to the importance of strategic positioning, the present study aims to provide a model for market-oriented strategic positioning in the apparel industry using the Delphi technique.

The statistical population in this study is the garment industry experts in Tehran province that 15 people have been consciously selected as the sample size and as the panel of experts. Data collection tools are notes from previous research and a questionnaire to collect data from the panel of experts. Delphi method was used to analyze the collected data in 3 steps.

After analyzing the data obtained from the Delphi technique in 3 stages, a paradigm model of market-oriented strategic positioning in the clothing industry was presented. Findings show that this model has 7 variables of organizational factors (9 components), customer factors (5 components), competitiveness (2 components), contextual factors (4 components), strategies (4 components), facilitators (5 components) ) And the consequences as a dependent variable (3 components).

Based on the findings and by creating a suitable brand position in the clothing industry, which today is also competing with foreign brands, it is possible to create appropriate competitive conditions and market share by using the correct positioning policies while improving its position in the market. And gained more profitability.

Improving the ability of agility is very effective in improving the sustainability of the supply chain. Among the factors related to agility, there are several cases; which are related to customer sensitivity. Customer sensitivity is one of the agility dimensions of a supply chain; From this point of view, various definitions can be provided for this type of supply chain. The main goal of this research is to identify and discover the position of factors related to customer sensitivity in the supply chain of companies. Data is needed for this research; which are collected through interviews and distribution of paired questionnaires. Hierarchical analysis process was used to analyze the data in this research. This method is one of the common and widely used multi-criteria decision making methods; which allows us to determine the importance of each of the characteristics of customer sensitivity in an agile supply chain. In this research, we found that there are three levels in the hierarchy of the issue with the aim of creating an agile supply chain. The results showed that in the agile supply chain, speed is the most important ability, customer sensitivity is the most important enabler, and customer-oriented production is the most important feature. This result leads to the decision that addressing the characteristics related to the customer and the market accelerates things in the supply chain, and also paying attention to high-ranking characteristics in the discussion of customer sensitivity by decision makers in the field of the supply chain increases the agility of the chain. It guarantees in advance.

Due to these discussions and complications, the issue of tax on intellectual (intellectual) assets has not been raised by the government and the tax organization in Iran. But due to the significant amount of these assets in Iran's economy as well as their trade and commerce, taxing them is necessary and unavoidable. It is on this basis that the topic of tax on intellectual property rights is widely discussed in expert and scientific circles. The purpose of this research is to identify the effective factors on the capacity of tax revenues arising from intellectual property rights using multifaceted foundation data theory.This research is applied in terms of purpose and qualitative in terms of method, which was carried out using the grounded theory method. The method of data collection, library studies and in-depth interviews with 20 experienced university professors and experts of the country's tax affairs organization through targeted sampling until the saturation point is discussed. The validity of this research was examined and confirmed by the interviewees and then expert professors. Reliability was also obtained using the retest reliability method of 91%. To analyze the data, the continuous comparison method was used during three stages of open, central and selective coding.Data analysis showed that political, functional, organizational factors as causal factors; Organizational ability, organizations and organs, management, as categories; Systemic, human, structural, national factors as background factors; organizational, process, economic factors, as intervening factors; Technical and society factors, as organizational and national strategies and consequences, were identified and extracted as the consequences of factors affecting the capacity of tax revenues arising from intellectual property rights, which by creating an arrangement of causal conditions, contextual and intervening conditions, action strategies and consequences around The central category will help to create a complete and comprehensive understanding of the existing problem and solve it.The unique role of research and development in production, development and economic growth of countries is undeniable. In all developed countries, significant investments are allocated to the field of research and development, which has resulted in many social benefits for these countries.

Social distance is an important strategy to control the prevalence of COVID‐19, so it is important to understand the behavioral impact of social distance on individuals. This study investigates social distance as a cognitive assessment from the perspective of cognitive incompatibility on the intensity of use of social networking sites (SNS) during the COVID‐19 pandemic in Urmia.

This study was performed on 384 users of social networking sites in Urmia. The model was experimentally investigated using structural equation modeling with PLS software.

The results showed that cognitive evaluation of social distance has a positive and significant effect on the intensity of social network use. The mediating role of e-shopping tendency was also significant in this regard. Also, the results of the moderating role of gender and age on the relationship between cognitive assessment of social distance and the intensity of use of social networks were significant and there were differences in different groups.

Practical implication: 

These findings are significant for organizations, companies and educational institutions in the public and private sectors. There is a need to identify a subset of people who need social support and are free from isolation and loneliness. People rely on social networks to control the social distance caused by the epidemic, and this shows the increase in the activity of social networks.

In recent decades, marketing science and entrepreneurship have been recognized as two essential factors in economic development and improvement of people's living conditions worldwide. Marketing, as a key strategic process in any industry and with any product, enables market development and sales growth. Therefore, in this research, we explained the local model of entrepreneurial marketing for medicinal and aromatic plants. In this research, we used a quantitative method to fit the model. The statistical population includes all employees and owners of businesses related to medicinal and aromatic plants, including medicinal plant sales centers, medicinal plant distribution centers, apothecaries, medicinal plant businesses, pharmacies, and traditional spirit sales centers. 405 people were selected as samples by simple random method. Examining the hypotheses showed that the effect of opportunity recognition on organizations' support is not significant, and opportunity recognition, innovation and risk-taking are significant on customer orientation, and innovation and risk-taking are significant on organizations' support. The support of organizations and customer orientation is meaningful on resource management, and the support of organizations and customer orientation is meaningful on the cooperation of companies, and the management of resources and cooperation of companies is meaningful on entrepreneurship of medicinal plants.

Chemicals have the highest share in the country's export  basket with 50 % and are among the knowledge -based  industries due to the use of high -level technology and very  complex knowledge. Knowledge -based companies have  little difficulty in designing and developing technologies  because of their specialized force, but they have many  problems in marketing. On the other hand, manufacturers in  today's world are under pressure from their customers to  work in the community as a matter of course. The purpose of  this research is to select the knowledge management strategy  using the combined approach of the network analysis process  (ANP) and Dematel in responsible marketing chemicals. The  research method is descriptive -analytical in terms of purpose  and data collection. The statistical population of the study  includes expert management, managers and staff of basic  chemistry companies, and data collection has been done  using questionnaire tools. The three groups, including the  goals, criteria and strategies of knowledge management were  selected based on the research background. The collected  data were analyzed using Decision Super and SPSS software.  According to the results of the study group of 0.49 normal  weight liability targets, the criteria were the support of senior  managers weighing 0.23 and among the knowledge  management strategies of 0.35 weight composition strategy  were top priorities.

The human resource management refers to attracting, developing, managing, creating motivation and achieving the commitment of key resources of the organization, that is, the people who work in or for that organization should be effective in an intelligent way. Build and manage management interactions. The purpose of the current research is to formulate a human resources development model according to the policies of the country's property and document registration organization, which in terms of the purpose of the development-applied research type and in terms of the method, it was carried out with a mixed exploratory (qualitative-quantitative) approach. . The present research in the qualitative part after analyzing the records, using the qualitative method and in-depth interview on 17 people from the panel using the purposeful and cluster judgment sampling method, reached theoretical saturation, and then the information obtained using the method The analysis of the topic under investigation and the implementation of the Delphi technique have been made. The findings of the research showed that the development of human resources according to the policies of the organization of registration of documents and properties of the country. The conducted investigations have shown that the components and sub-components of human resource development of the country's property and document registration organization have been fully identified and investigated.

The issue of advertising and digital marketing is so important and complex that it requires the use of the guidelines of digital advertising and marketing experts. Nowadays, with the expansion of time, users' use of the Internet and their extensive use of smartphones is considered a subset of marketing management. Therefore, in the present research, the relationship between digital marketing and customer participation in the retail industry has been evaluated with an emphasis on post-Corona. This research is a type of applied research. Descriptive method is also used in quantitative part. Descriptive statistics are used to determine dimensions, components, and indicators, and exploratory factor analysis and Lisrel software are used to determine the current situation, determine the influencing factors, and determine the contribution of each influencing factor. The statistical population in this research consists of all the active people in the marketing industry in the retail industry in Iran. The results show that there is a significant relationship between digital marketing planning and digital marketing performance in the retail industry with an emphasis on post-coronavirus and there is a significant relationship between the use of social networks and digital marketing performance in the retail industry with an emphasis on post-coronavirus. . Also, the results show that there is a significant relationship between customer engagement and participation and digital marketing performance in the retail industry with an emphasis on post-corona.

The current research was conducted with the aim of obtaining pricing patterns of products in industrial markets with a costing approach based on fuzzy activity. The method considered for conducting the present research is a combined method and the research design that governs it is an exploratory design. The statistical population of the qualitative part of this research consists of experts, managers, deputies, senior experts of the steel industry. The statistical population of its quantitative part consists of all managers of Khuzestan Steel Company, whose sample size was determined by using Cochran's formula of 252 people. The tool of data collection in the qualitative stage was in-depth and semi-structured interviews with experts, and in the quantitative part, a researcher made a questionnaire, which was used in order to confirm its validity, content validity and construct validity. In order to measure the reliability of the research, Cronbach's alpha coefficient was used, and its value was calculated to be above 0.7 for all research variables. In the first part, using the foundation's data approach, 6 main categories of the model were identified and presented in the form of a strategic model of industrial product pricing. Then, in the quantitative part of the research, the obtained model was fitted using confirmatory factor analysis and structural equation model. The results confirm the positive and meaningful relationships between research variables. Therefore, it can be stated that the relationships considered in the model are correct and logical and the presented model is confirmed.

Brand attachment is formed as a result of customers' strong emotional connection with a brand, whereby customers consider the brand a part of their self-concept. But what factors cause brands to disappoint their customers? The purpose of this research is to identify and deeply understand those structures and components that lead to the creation, maintenance or strengthening of brand loyalty, in situations where brands have disappointed their customers. To achieve this goal, we used the qualitative research method approach by conducting in-depth interviews in the form of Zaltman's metaphor extraction technique. In this research, the Apple brand was chosen for study because it created many restrictions for Iranian consumers. In this way, customers attached to Apple in Tehran were considered as a statistical population. After conducting 17 interviews and achieving theoretical saturation, the findings showed that 18 main constructs play a role in creating brand attachment. Considering that today, despite the globalization of many commercial and economic activities, almost no brand has the ability to be present and operate directly in all international markets; Therefore, as a solution derived from the findings of this research, creating and strengthening the sense of belonging in customers can maintain and increase demand elasticity in these markets, regardless of obstacles and restrictions.

According to the auditing standards of the financial statements, it is for the auditor to be able to express an opinion about whether the said financial statements have been prepared in all material respects according to the auditing standards or not. This statement is always faced with a degree of risk, which is called audit risk. The main purpose of this research is to determine the effect of auditors' cognitive-behavioral abilities on audit risk acceptance. The method used in this research is a survey type, analytical and comparative in nature, and in terms of collecting field information. The statistical population of this research includes 1020 managers and working partners of audit institutions and 92 executive managers of audit organizations, 243 of whom were selected and studied by simple random sampling using the Cochran formula. The tool of data collection is a questionnaire whose validity and reliability have been confirmed through statistical tests, so that the total reliability of the questionnaire was 0.822, which shows the high reliability of the research questionnaire. The results of the analysis showed that auditors' cognitive-behavioral abilities have a significant effect on the acceptance of audit risk. In the end, the optimal model and practical suggestions were presented in order to improve the cognitive-behavioral abilities of auditors.

Internet businesses have a large share of global and domestic markets, which are both small and large markets, and they operate from any stratum in Internet businesses, which can be small and limited activities or extensive activities such as company activities and or international holdings. With the increase in the activity of internet businesses and the growth of their market share, the possibility of anti-competitive actions by some of these businesses or the claim of anti-competitive practices by competitors or other persons will increase. In this situation, due to the specific requirements of the e-commerce field and its emerging nature in Iran, the application of competition law rules on the performance of internet businesses will face new challenges. This article, with a descriptive and analytical method, tries to examine the concept of ethics and philosophy of ethics, business ethics, the differences between ethical requirements and legal requirements, the concept of advertising and its importance, and ethical issues in electronic commerce from the perspective of protecting consumer rights and examining the status of protection It has the rights of consumers in advertising in the law of electronic commerce. The results show that since it is desirable to improve the efficiency and well-being of consumers in any market, in principle, competition regulations can be applied in all markets, unless a specific market is excluded from the scope of these regulations for a justified reason.