نشریه مدیریت کسب و کارهای بین المللی
سال پنجم شماره 4 (پیاپی 20، زمستان 1401)

Today, the role of consumer mental imagery has proven to be a vital strategy for companies to achieve success and competitive advantage. Accordingly, due to the high importance of this issue, especially in relation to domestic goods and brands that have been less popular among consumers than foreign competitors, the purpose of this study is to represent the mental images of consumers in choosing Iranian brands. The method of this research is based on a qualitative approach and based on the research method of the Strauss and Corbin Foundation. Data collection was done through semi-structured interviews. The present research community was marketing managers and faculty members of universities and snowball sampling was used to collect information. Based on this, 11 interviews were conducted and the basis for completing the interviews was theoretical saturation. Data analysis was performed in three stages of open coding, axial coding and selective coding using MAXQDA software. The results of the present study led to the identification of 10 main categories and 32 sub-categories in the form of a paradigm model including the representation of the mental image as a central category and causal conditions (internal and external factors), contextual conditions (cultural aspects), intervening conditions (communication). And the hidden aspects of branding, strategies (branding and product mixing) and consequences (consumer behavior and market-oriented company performance).

Bitcoin is an emerging payment technology that can significantly impact the growth of businesses related to the tourism ecosystem and eliminate historical dependence on the global financial system. Due to the heterogeneous nature of bitcoin networks and the diversity of actors in the tourism industry, creating a collaborative network occurs when tourists and business owners accept the use of bitcoin simultaneously. Therefore, in search of the answer to the question of what factors lead to the failure or success of the proposed network, we presented a model of the Bitcoin-tourism cooperation network. Using the Prisma method, in-depth interviews, creating a panel of international experts from 6 countries, and a fuzzy cognitive mapping method, the influential factors on the acceptance of this network were introduced. Findings show that although the perceived usefulness variable has the highest impact on other factors, the improvement of two factors of cheap transaction costs and knowledge of bitcoin performance gives the best result in the perceived utility variable and ultimately acceptance of bitcoin. The results of this study help to promote and develop new models of tourism-related businesses. Business owners in tourism can also use the proposed solutions, a new strategy to increase market share and business development in the most remote parts of the country. Government decision-makers can also help increase revenue levels and develop the tourism ecosystem in the country by adopting protectionist policies, reducing barriers to doing business through intellectual property protections, developing the required infrastructure, and drafting a bill for the legislature.

The present study explains the model of knowledge-based companies in the field of international entrepreneurship, which is applied in terms of development goal and qualitative and quantitative in terms of method. The statistical population of the study consists of knowledge-based companies in Tehran province, which is 2800 people, based on Morgan formula and 340 companies were randomly selected as a sample. Necessary information on the subject of research was collected from the managers of these companies. The method of data collection in the qualitative part is through library studies and in the quantitative part is used to collect information from a researcher-made questionnaire. The obtained data were analyzed through statistical tests, which were obtained based on the opinions of the subjects: knowledge-based companies with features such as innovation and creativity; Dissemination of knowledge, having appropriate educational and research activities. Being risk-averse; Competitiveness; Commercialization of products; Successful and efficient managers; Resilience to change and internationalization and globalization have an effective role in the growth and development of international entrepreneurship.

One of the most important goals of any economic system in a developing country is to achieve economic stability, growth and development. Considering that the internationalization of knowledge enterprises is the main driver of development and confrontation with economic sanctions, the present study aims to provide a model for more successful internationalization of knowledge enterprises using the variable dimensions of entrepreneurial orientation and to investigate the mediating effect of strategic renewal and the moderating role of human capital development and dynamic capabilities. The statistical population of the study was senior managers and employees of knowledge enterprise located in the Science and Technology Park of Tehran University and Tarbiat Modares, who had exports or international economic activities and from 260 of them 155 people were selected using the available sampling method. The data collection tool was a questionnaire whose reliability has been confirmed with Cronbach's alpha of 0.783. The results show that the dimensions of entrepreneurial orientation have a positive and significant effect on strategic renewal in knowledge enterprises. Strategic renewal, with a coefficient of 0.788, directly leads to more successful internationalization of knowledge enterprises and the mediating role of strategic renewal in the relationship between entrepreneurial orientation and internationalization has been confirmed. The moderating effect of human capital development variable on the relationship between entrepreneurial orientation and strategic renewal and the moderating effect of the dynamic capabilities variable on the relationship between strategic renewal and internationalization have been confirmed with coefficients of 0.286 and 0.374, respectively.

Exporting companies operate in an unpredictable environment that is associated with the development of technology and intense competition associated with the globalization of economic activities. Exports play an important role in the trade balance of countries, especially in times of crisis, the level of employment and generally improving the standard of living. Therefore, it is necessary to systematically consider the challenges faced by the exporting companies and the measures they should take to be more successful. The purpose of this research is practical and it has identified the key factors that determine the export performance of small and medium companies. The present research was carried out with a mixed approach (a combination of qualitative and quantitative methods), using thematic analysis, Max Quda software, structural equations, and SmartPLS and Mikmak software.The tools of data collection are interviews and questionnaires, and the sampling method in the qualitative part is purposeful judgment and in the quantitative part, it is simple random. The statistical population included 20 managers of the organization in the qualitative section and70 export experts in thequantitative section. n the qualitative section, 7 main categories of export strategy, managers' skills, financial resources, innovation, company size, external environment and international experience commitment and 21 concepts were identified.The results showed that the factors of export strategy, innovation and experience commitment have a very high influence on other factors, the skill factor is considered as one of the effective factors.The factors of financial resources, external environment and company size are independent from other factors.

In the last two decades, digital platform markets have changed the global e-commerce landscape, and in Iran, the investment of international and domestic venture capitalists has led to the formation of these emerging markets. The purpose of this study is to respond to the need of new platforms that have not yet entered the market, to provide a local model of choices and strategic factors derived from field studies at the national level to address the challenges of this entry and deepening their knowledge in this area to be helpful for them. In the present study, by examining two successful cases, one of which (SNAPP) was established with foreign investment and the other (Tapsi) with domestic investment, and a failed platform (Carpino) with domestic investment, in online taxi platform market, in two stages, first with a multiple-case study strategy and through the tools of interviewing senior and middle managers and collecting related archival reports, data was collected and then with The use of contextual analysis was analyzed. In the second stage, by collecting data through a questionnaire from experts active in this field and then using the method of interpretive structural modeling, a model of causal relationships between these strategic factors was presented. The results show that 8 themes are considered as strategic choices in entering the platform markets, which include new platform development strategy, entry timing strategy, entry order strategy, software strategy, business strategy, chicken and egg dilemma strategy, funding strategy and pricing strategy.

Small and medium-sized businesses are one of the most effective and fundamental strategies for the comprehensive development of a country. Therefore, the importance of paying attention to creating small and medium-sized businesses in different parts of the country is quite evident. The present study was conducted with the aim of designing a development model for small and medium-sized businesses in Lorestan province. The present study is applied in terms of purpose and uses the qualitative research method with Grounded theory. The population was managers, specialists and SME’s owners of Lorestan province; which, 18 people were selected using purposive sampling method of snowball strategy. Semi-structured interviews were used to collect research data. The data collection process continued to the level of theoretical saturation. Qualitative data analysis was performed using the three-step coding method of Strauss and Corbin (1990). The model obtained from this study showed that the main category that leads to the development of SME’s in Lorestan province is the resistance development plan. Among these, the effective causal factors in this process include the components of access conditions and planning; Underlying factors include improving the business environment; Interfering factors include components of barriers and strategic factors also include components of using resistance economics. Finally, by using resistance economics as SME’s development strategies, we see the empowerment of employees, proving the effectiveness of resistance economics, growth of investment in business, democratization of economy and development of technology in business creation.

The aim of this study was to investigate the impact of product innovation, market intelligence, pricing and marketing communications capabilities on the international performance of small and medium enterprises (SMEs) in Hormozgan province. This research in terms of purpose is applied and in terms of nature and method is descriptive and survey and data has been collected with the help of a questionnaire. The statistical population of the study includes managers, experts and owners of SMEs in Hormozgan province. Using Cochran's formula and due to the unknown and unlimited size of the population, 384 statistical samples were randomly selected and the data were collected needed to test the hypotheses. Simultaneous analysis of the relationships between the research constructs and the validation of the proposed model has been done by structural equation modeling. The results showed that the four capabilities examined lead to competitive advantage and this acts as a mediator between the capabilities and international performance of SMEs. Of course, the capabilities of business intelligence, product innovation and marketing communications are not enough to perform well in international markets, and while upgrading these capabilities for competitive advantage, export companies should not neglect their pricing capabilities. Continuous improvement of processes along with cost control and elimination of redundant activities can be ways to enhance pricing capability and low-price advantage. The results of this research can be useful for SMEs and start-ups to Identify and exploit opportunities in foreign markets.

Daily increase of environmental degradation, which has occurred as a result of high growth of population and the explicit exploitation of natural resources in recent years, has raised global attention to environmental protection. Therefore, green consumption has not only been considered as a vital issue, but also as a long-term process that reflects changes in social values. Therefore, this research aims to identify dimensions and components of competitive advantage of the green marketing strategy in the Kaleh food industries. A mixed analysis has been used in the methodology of this research. In qualitative stage, content analysis and open and axial coding are used to identify components and indices. In continuous the relations among concept, dimensions as well as components has been identified by using a selective coding method. In a quantitative stage, using an analytical descriptive method, analytical and pathway analysis and confirmatory analysis of the identified components are discussed. In this study, the Cronbach's alpha coefficient and composite reliability have been used to evaluate the reliability of the research variables. In order to confirm the validity of measurement models, the convergent validity has been used. The statistical society in the qualitative stage consist of 10 experts (people with executive or managing experience and also with enough knowledge and awareness in food industry) and the statistical society of quantitative stage consist of 150 managers and senior managers of Kaleh food industries.

In a dynamic global trade environment, international branding is one of the most valuable and challenging components of achieving sustainable competitive advantage for export-oriented businesses. Achieving such an important advantage leads to higher added value for businesses, customer satisfaction and customer retention, long-term relationships with customers, increased competitiveness and profitability, and business growth and survival in the long run. The purpose of this study is to present a branding model of Iranian industrial products at the international level. The present study is of qualitative type and the method of collecting the required data has been done using both library and field methods with in-depth interview technique. The grounded theory model of Strauss and Corbin (1990) was used for data analysis. The interviews were conducted until the theoretical saturation was reached, and a total of 12 marketing experts and marketing and branding managers were interviewed using the selected snowball method. Based on the results of indicators related to the prevailing context (such as economic issues), causal conditions (domestic and external potential), interventionist (such as problems caused by sanctions) and the central category (international branding) of Iranian industrial products in international markets, extraction and strategies In accordance with these businesses, in six areas of organizational strategies, product, pricing, distribution, promotion and market segmentation were presented and the consequences of their use were identified. The findings of this study can be of great help to business managers who intend to enter global markets and brand their industrial products.

Today, the production and supply of healthy and organic products in many countries plays a decisive role in their economic development. In this regard, Kermanshah province, despite its high potential in producing healthy and organic products, has unfortunately not been able to allocate a significant share of the relevant markets. Therefore, it is necessary to conduct a research with the main goal of analyzing the development strategies of the market of healthy and organic products in food industry units of Kermanshah province. For this purpose, a mixed (qualitative-quantitative) approach, of successive exploratory type and using fuzzy Delphi method was used. The study population of this study included all key informants in the field of research in Kermanshah province. Documentary-field method was used to collect data. Data collection tools were used in the qualitative phase, document review, in-depth and semi-structured interviews, field note-taking, and in some cases group discussion, and in the quantitative phase, the researcher-made questionnaire. The results of the study showed that market development strategies for healthy and organic products in Kermanshah province, respectively, include marketing, advertising and information, trust and accountability, behavioral-motivational factors of consumers, economic status of the target community, cognitive factors, cultural factors, regulatory factors, Managerial factors, infrastructural-technological factors and policy-legal factors. Therefore, in order to develop the market of healthy and organic products at the community level, long-term planning and targeted policies must be done in different sectors of production, marketing and consumption of healthy and organic food products.

The orchestration strategy is the process of complementary network leadership to achieve a collective goal in platform businesses. The aim of the present study is to typologize the theories that shape the orchestration strategy in platform businesses. The present research has been from the perspective of the basic purpose, from the perspective of the qualitative approach, from the perspective of data collection and from the type of library studies. The present study is fundamental and by adopting a qualitative approach, in terms of data collection has been documentary and library research. The research strategy is based on qualitative content analysis. Relevant articles were extracted using systematic searches in reputable international databases, and finally 48 studies were identified for final reviews. In the end, 25 basic theories of orchestration strategy were identified and categorized in the form of 4 approaches including The Natural Selection View(Stakeholders, transaction cost, game theory, economies of scale and economies of scope), The Collective-Action View(Ecosystems, network based, strategic alliances, social exchange and open innovation), The System-Structural View(Strategic learning, systems, modular systems, complex adaptive systems, real options, architecture and information asymmetry) and The Strategic Choice View(Dynamic capabilities, strategic leadership, resource orchestration, Open Resource-Based, Creating shared value, organizational boundary management, strategic communication and perception management).

Following fair methods to preserve natural resources in sensitive and vital industries such as food is necessary to create a sustainable production, distribution and consumption system in all nations and societies. Therefore, knowing fair trade and its practical use requires scientific and academic studies. Therefore, the current research was carried out with the aim of presenting a fair trade model in order to achieve the competitive advantage of food industry exporting companies. The current research is qualitative and exploratory and the research method is phenomenology. The tool used to collect data was interview. The statistical population of the research includes knowledgeable experts about fair trade and international marketing. For sampling, the theoretical sampling method was used until theoretical saturation was reached and a total of 13 people were interviewed. Based on the findings of the research, 20 categories were identified for the fair trade model in order to achieve a competitive advantage in the international marketing of active companies in the field of food industry export. The results showed that the identified factors include fair opportunity creation, actual implementation of fair activities, fair reporting and accountability, fair sustainable growth and development, fair competitive advantage, fair social responsibility, fair agricultural and food products, fair acceptance in developed countries, fair employment. , fair culture development, fair customer orientation, fair standards and laws, fair information, fair trade chain creation, fair securitization, fair pricing, fair governance, fair national branding, fair export awareness and recognition, and fair quality.