فصلنامه مطالعات مدیریت کسب و کار هوشمند
پیاپی 41 (پاییز 1401)

The aim of this study was to investigate the effect of three components of transaction costs including uncertainty, specific assets and frequency on outsourcing and also to investigate the specific assets and uncertainty on open innovation abroad among banking financial technology companies based in Tehran. The research method was descriptive-correlational, based on which the required information was collected randomly among 123 managers of technology companies by compiling and distributing a researcher-made questionnaire. The results of the analysis of research data with the help of structural equation modeling technique and partial least squares approach show that the increase of specific assets reduces outsourcing and increases the export of open innovation. Rising uncertainty reduces outsourcing and increases open export exports. Increasing the frequency of exchanges also reduces outsourcing.

Previous research has shown that the path to personal branding is not always smooth, and there are many failed examples that demonstrate that they did not do their personal branding correctly and did not consider all aspects of the work. This issue was investigated in this study, and the factors influencing personal branding in cyberspace were identified. To achieve the objectives, two phases of data collection were carried out: a qualitative phase and a quantitative phase. During the qualitative phase, in-depth interviews were conducted with 30 experts in the fields of personal branding and cyberspace, and 39 indicators affecting personal branding in cyberspace were extracted using the content analysis method. Then, in a quantitative phase, a researcher-created questionnaire was developed based on the qualitative phase's indicators, and 392 respondents were provided. The extracted indicators were then reduced in the form of 9 components affecting personal branding in cyberspace and introduced as factors affecting personal branding in cyberspace using exploratory factor analysis. These are the nine components: self-identification and self-values, trust building, a distinct and charismatic personality, self-description, developing knowledge, endurance, attracting opportunities, paying attention to the environment, and originality.

Given the importance of service delivery speed and material handling in the perishable food supply chain, the use of the IOT transformation technology can provide a competitive advantage for manufacturing firms. Recently, some food companies have started using IOT technology in their supply chains. Background review showed that three categories of technological, organizational and environmental factors can affect supply chain performance. Therefore, the purpose of this study is to investigate these three factors on the process of the perishable food supply chain based on IOT. First, by reviewing supply chain processes, a 5-step process was selected as the comprehensive process. Then the dimensions of these factors became from the literature and the conceptual model of the research was drawn by combining the effect of these factors on the supply chain process. The information was obtained through the distribution of a 24-item questionnaire among 203 managers of food production units as a research community and was analyzed by correlation analysis and structural equation modeling. The analysis unit of the Department of Spicy Food is that it uses levels of IOT. The results showed that environmental factors as a whole and technological factors affect the sustainable food supply chain from 4 dimensions. But organizational factors were not confirmed in 3 hypotheses. This will be a warning for managers who are interested in their companies being successful.

Nowadays, one of the important topics in e-commerce which has become a concern of many countries is electronic word of mouth due to increasing use of Internet for activities such as shopping or obtaining information. The purpose of this study is to investigate the effect of e-service factors as well as experience and risk on E-WOM by considering the mediating role of the trust variable. The statistical population of this research consists of buyers ftom Tehran/Karaj from Alibaba website. 384 samples were selected by Cochran's formula and data was collected by distributing questionnaires. The research data were analyzed by structural equation modeling using Amos. The results show that e-services dimensions as well as experience have a positive and significant effect on trust and E-WOM. Trust also has positive and significant effect on E-WOM. The results emphasize the importance of focusing on improving the quality of e-services in online stores and user experience of buyers on their participation in advertising.

The purpose of this study is to model the electronic marketing system representation of Sepahan Isfahan Oil Company based on interactive/ quantitative analysis (IQA). The methodology of this research is developmental based on the conceptual and analytical nature of the mentioned result, because it seeks to develop the electronic marketing model of Sepahan Isfahan Oil Company with the aim of linking the stimuli and consequences of the electronic marketing dimensions of Sepahan Isfahan Oil Company. Combined research category (qualitative / quantitative). In this study, three simultaneous meta-synthesis and Delphi analysis in the qualitative part and systematic representation analysis based on interaction with focus groups in the quantitative part were used. The results in the qualitative section, reviewing 32 studies in the period 2018 to 2020, indicate the existence of 12 approved studies, based on which the two main components of communication function and accelerated e-marketing were identified with 15 propositional themes. Lead to the consequence of ownership in network marketing in the region of Sepahan Oil Company in terms of distribution and major sales of its products. It was also found that presenting the products of the day through holding conferences and special exhibitions as a stimulus for the accelerated functions of electronic marketing in Sepahan Oil Company can have the consequence of eliminating intermediaries for fast delivery of products to customers.Keywords: Systematic Representation Modeling; Electronic Marketing; Sepahan Isfahan Oil Company.

In mushroom industry and its conversion industries, the variety of products (food / pharmaceutical) is very high, the target market is wide, financial and non-financial resources are limited, accurate identification of profitable customers is time consuming, so traditional marketing methods Cognition is not effective enough in attracting and retaining real customers, so adopting smart marketing strategies is a major challenge in industry. The aim of study was to provide a neuromarketing intelligent model to convert potential market to actual market in the IRAN mushroom and its conversion industries. In this applied and qualitative research, through purposive sampling, semi-structured interviewed with 12 experts of neurologist, marketing and mushroom industry. According to Grounded theory, 411 open codes, 246 core codes, 67 sub-categories and 24 main categories were identified as paradigm model. The model validation was confirmed in a quantitative part by SEM in smart-pls. The results showed that main phenomenon consists of three components of senses (physiological characteristics), product personality, product social features. Therefore, through attention and application of the present paradigm model, the emphasis on recognizing the physiological personality and social characteristics of the product leads to a greater understanding of the benefits of neuromarketing applications in the mushroom industry and its conversion industries to turn the potential market into an actual market.

Today, Industry 4.0 has led to increased productivity in manufacturing organizations with technological advances in the form of intelligence and digitalization. From a strategic and technological point of view, Industry 4.0 technology roadmap, in addition to aligning the main strategies of the organization with technology programs, has led manufacturing organizations to intelligent production systems and the possibility of using intelligent and digital technologies such as: big data, IoT, Cloud computing, and provides robots for them. The purpose of this study is to present a model of industry 4.0 technology roadmap in power plant equipment and energy supply industries. In this research, by studying the subject literature, interviews and using structural equation modeling tools, 46 index in the form of 14 components in 6 dimensions  (drivers, market, product, technology, research

One of the most important issues in the development of artificial intelligence is the adoption of the use of artificial intelligence by the private and public sectors. In other words, in order for artificial intelligence to be used in a country or industry, it is necessary to identify and evaluate the important factors of adoption. The purpose of this study is to identify and rank the factors affecting admission in the public and private sectors in Iran. For this purpose, first, a set of models and factors affecting the adoption of technology were extracted from the literature and opinions of experts and were classified into three categories: technological, organizational and environmental factors Then, the most important factors in each category were determined through a collection questionnaire, and using nonparametric Friedman test for each category with the most important and least important criteria. In order to weight and prioritize the factors, the quantitative approach and BWM technique have been used. The statistical population of the study included 37 experts in artificial intelligence in the public sector and 45 experts in the private sector. According to the obtained results, in the public sector, 3 important factors of admission are the support of senior managers, the existence of the required infrastructure for artificial intelligence and the existence of specialized and capable forces in the field of artificial intelligence. Efficiency and productivity with the use of artificial intelligence, cost savings with the use of artificial intelligence and ease of use and learning has been easy.

The present study aimed to provide a model for holistic strategic marketing plan formulation in online businesses. In this study, with a qualitative approach based on contextual theory and through in-depth interviews with experts in the field of strategic marketing planning in the field of online businesses, the model of holistic strategic marketing plan in online businesses is presented. The participants were selected through purposive and snowball sampling at the same time and the interviews continued until theoretical saturation was reached and finally, 10 in-depth interviews were conducted. In order to analyze the data, the principles related to grounded theory (open and axial and selective coding) were used and concepts and categories were created. The results of data coding led to the identification of 130 basic concepts that were classified into 15 main categories. Finally, the conceptual model of the research includes 6 main parts of causal conditions (holistic marketing, customer relationship management, components of moving from offline to online planning, online marketing mix, data and information and the mental paradigm of managers), field conditions (prediction of future environmental changes and values), intervening conditions (online business characteristics and change), focal variable (online holistic strategic marketing plan), action and interaction (determination of operational plans and implementation of operational plans) and consequences (organizational performance and evaluation and control) were extracted. The results of the present research can be used in academic circles in order to create and store knowledge and for companies active in the field of online businesses and marketing managers.