فصلنامه چشم انداز مدیریت بازرگانی
سال بیست و یکم شماره 4 (زمستان 1401)

one of the most effective emerging tools to create value for customers and stakeholders is the use of strategic innovation; therefore, the main goal of this research is to provide a framework for forming strategic innovation in start-up businesses.The approach of the current qualitative research is descriptive-analytical in terms of its fundamental purpose and in terms of its nature and method. The participants of this research are experts and activists in the field of start-up businesses, as well as university professors who have published in the field of innovation, open innovation and strategic innovation, which has been saturated with 12 people using a targeted non-probability method and exploratory interview tool. . In this research, the data-base method with Glazer's approach was used for data coding and analysis.

In this research, after analyzing and coding the data using the Glyseri database method, finally 37 events were identified and labeled in eight concepts and four subcategories, as well as two main categories with titles such as "comprehensive innovative synergy" and "dynamic innovative actions". .The findings of the research show that the forming of strategic innovation in the field of start-up businesses is integrally dependent on the two categories of "scalable innovative measures" and "repeatable innovative synergy". Therefore, it can be expected that tools such as "joint Inclusive Innovation" and "Innovative Value network" will lead to "repeatable Innovative Synergy" and "strategic network interactions" and "Multiple Innovative Empowerment" will also facilitate the process of forming strategic innovation in start-up businesses.

Today, many organizations perform the outsourcing process in order to maintain their competitive advantage in global markets and reduce investment risks. Carrying out this process requires careful selection of suppliers who participate in the organization's outsourcing circle. For this purpose, managers need accurate scientific tools to evaluate, analyze and classify suppliers. In this research, while identifying the most important outsourcing criteria, suppliers are evaluated using the promsort technique.According to the purpose of the research, this research is in the category of applied research in terms of orientation, and in terms of the nature of the method, it is descriptive-survey. On the other hand, due to the use of Promsort technique based on border profiles, it is considered as a quantitative research. The statistical population of the research includes all companies active in the supply chain of Shahroud Negin Construction Company, which have been examined and analyzed in the evaluation and classification process.This research was conducted in the form of a case study of Shahroud Negin company and by evaluating its 22 suppliers. In order to outsource the activities of the company and based on the used technique, the suppliers of this company are placed in four categories.Based on the results of this research, while showing the advantage of the technique used in this research, a brief comparison with Electre III and Promethee III methods, managers can use the Promsort technique, while comprehensively evaluating suppliers and classifying them in the form of defined boundary profiles, commission their activities.

One of the main challenges of platform businesses is losing valuable customers and customer loyalty is one of the goals that platform businesses are looking for. Therefore, the purpose of this research is to investigate the antecedents of user loyalty in platforms from the perspective of network effects.

In terms of purpose, this research is applied, and in terms of research strategy, it is theme analysis. Data was collected through in-depth interviews. The characteristic of these people has been the use and preference of an internet taxi platform to carry out their activities. Data collection continued until the theoretical saturation stage and 19 in-depth interviews were conducted.

After the theoretical saturation and implementation of the interviews, the coding process was carried out and 250 raw codes were extracted, and finally, due to the plurality of semantically and conceptually similar codes, the codes were converted into 12 basic themes and 6 organizing themes. Organized themes include rewards to contributors, partnership with another platform or industry, platform infrastructure upgrade, positive feedback mechanism between demand and supply side, trust in demand side actors and aggressive competition of competitors and finally the final model was presented.

provide a model to turn marketing managers' competencies into performance in Iranian Premier League clubs.

This research is a kind of exploratory research that has been done qualitatively. The research environment includes managers of Premier League football clubs and expert professors of universities (the elites of the subject) and the participants in the research were selected using theoretical and snowball methods. In order to collect data, 17 in-depth interviews were conducted with open questions until theoretical saturation was reached. Then the resulting data were analyzed with Grounded Theory and Glaser's approach.

The codes obtained from the interviews were 667 codes, which after summarization were converted into 162 codes and then into 40 axial codes. Then, axial codes were classified into 4 groups of sport marketing managers' competencies including basic, intelligence, professional, and operational competencies, and 4 Conversion factors including individual, intra-organizational, upstream and macro environmental transformation factors were placed, then the conceptual model was designed and confirmed based on the research literature and elite opinions.

The proposed model can be used as a tool to identify the competencies of sports marketing managers of football clubs and the factors that turn these competencies into performance. Also, excellent marketing performance for clubs will lead to revenue and financial independence of the club and solve existing problems in a logical and principled way.

Industrial marketing, like other organizational functions, is constantly changing. The industrial market segments of the organizations are given to different forms of development to reach the situation. To ensure that everything, tools, concepts, etc., are implemented in the best possible way, a reference framework in the form of a maturity model is used. The purpose of the research is to providing a B2B Marketing Maturity Model.

The present study is mixed in terms of basic-applied purpose and in terms of data collection method. For this purpose, articles in the period from 2013 to 2021 AD with a systematic approach of background and Meta-synthesis method to examine the different models and stages of maturity presented in scientific databases, have been used to summarize the stages of maturity. To check the validity and reliability of the extracted codes, the agreement method of two transition codes (kappa coefficient) has been used.

A total of 593 articles, modeling reports, B2B specialized website were found, of which 29 articles were selected after evaluation and refinement. By analyzing and interpreting the dimensions and stages of maturity mentioned in previous articles, the maturity model presented has 5 stages, 8 dimensions, 47 sub-dimensions and 294 indicators.

The dimensions of maturity model are: leadership, strategy, organization, operations and process, tools and platform, budget, indicators / criteria, culture and management of organizational change. Finally, using the proposed model, the maturity of 22 companies in the value chain of the Iranian automobile industry was measured and the findings showed that most of these companies are at levels two and three of the maturity model.

This study aims to design and develop a model for upselling using a behavioral approach based on Prospect theory that can be evaluated and implemented in the context of Internet packages as a case study.

This study utilizes a development descriptive approach to data collection, focusing on potential consumers of internet packages in Iran. A quantitative research strategy was employed, and cross-sectional data were collected from both predecessor data stored in the database of one of the high-ranked companies selling Internet packages. The data were analyzed using the theory and model obtained in this study.

The literature review and the model were tested on actual data from one of the high-ranked companies selling Internet packages, resulting in modeled indifference curves and customer behavior regarding packages. Using this model, the intersection of the indifference curve and supply line introduces the overwhelming possibility in the next step.

The findings of this study suggest that customers are more likely to make a purchase when they feel less uncomfortable about losing money and tend to receive additional services. This is illustrated by the indifference curve at the intersection with the supply line. By analyzing the perceived value of the company's services, this model can help businesses determine the appropriate discount or strategy.

Attracting a reputable brand personality causes consumers to have strong emotional connections, more trust and loyalty to the brand that the global brand has a specific personality for the product, including psychological and social characteristics such as power, social status and specific lifestyle. Luxury brand companies combine their quality and values with consumer values that create an emotional attachment to the brand. The purpose of this study is to investigate the effect of brand personality attraction, perception of brand globalization on consumer emotional dependence with the mediating role of the variable perception of brand luxury.Research

The statistical population of the study is the consumers of Turkish clothing in Ardabil and the statistical sample, assuming that the population is unlimited, was calculated using the Cochran's formula, 384 cases and the available sampling method was used. Data collection tool is a standard questionnaire that 400 questionnaires were distributed in person at Turkish brand clothing shopping centers in Ardabil. To test and test the research hypothesis, the structural equation method with the least partial equations approach and LISREL software were used.

The results of the analysis show that brand personality attraction and perception of brand globalization have a positive effect on consumer emotional dependence and perception of luxury both directly and in relation to brand personality attraction and perception of brand globalization has a positive effect on the emotional dependence of the consumer.