فصلنامه مطالعات مدیریت راهبردی
پیاپی 53 (بهار 1402)

 The field of small home appliances is one of the strategic areas of the country, and unfortunately, in recent years, the position of this industry has faced many challenges due to internal and external threats. Given the country's need to develop industries in this area, in line with the country's development and demographic goals and the expansion of households, it seems that applied research in this area increased. This industry is important due to the technological power and capacity of the country and many years of experience in this sector, as well as because the development of technology in this area often leads to lower costs than other areas (including large home appliances). This research seeks to identify the company's position and select the most appropriate strategy for the company. Complexity and delicacy in organizational work and business decision-making necessitate strategic management. Strategic management is the art and science of formulating, implementing, and evaluating multidimensional decisions with an emphasis on integrating management, marketing, finance, service production, and more. Many approaches and techniques wil be use in the analysis of strategic factors in the strategic management process. SWOT matrix analysis; is one of the most famous models. Using this, we can distinguish strengths and weaknesses in the field of internal factors and threats and opportunities in the field of external factors and formulate relevant strategies. In this research, this tool used to formulate strategies in the home appliance industry. In addition, in order to decide on the most appropriate strategy, the comprehensive strategy formulation framework is used. The main purpose of this study is to identify the strategic components of a small home appliance company using a comprehensive strategy formulation framework. The information required for research in the thematic literature section obtained using the library method and the study of books and articles. In the second part and achieving the research objectives, a company in the field of small appliances examined. This company is one of the companies of a large holding in the field of home appliances and all kinds of small home appliances including ironing, fruit dryer, blender, vacuum cleaner, rice cooker, meat grinder, cane broom, juicer etc. It is also an international company with a foreign partner. The size of the company is medium. In the first step of this study, a list of internal and external factors obtained during meetings with experts in the field of home appliances and industry (through the Delphi technique). In the next step, the relevant questionnaire was prepared that the respondents could choose their answer based on a range of options in the two sections of determining the importance of dimensions (Likert scale) and the effectiveness of the current situation of dimensions. This questionnaire first reviewed by several experts and professors, and after applying their opinions, it distributed among the company's managers and after completion, and the necessary information collected. In this study, after evaluating the dimensions of the subject in the literature, in order to review and present the desired strategies and analyzes, the Internal Factor Evaluation Matrix (IFE), External Factor Evaluation Matrix (EFE), Internal-External Matrix (IE), SWOT Matrix and the Quantitative Strategic Planning (QSPM) matrix is ​​used. According to the findings, the strategic position shows that the evaluation score of internal factors is more than 2/5 (IFE = 2/53): It means that the company has a strong point in terms of internal factors. In addition, the evaluation score of external factors is less than 2/5 (EFE = 2/44): it means that the company is under threat in terms of external factors. Accordingly, the company's position is competitive. This situation is due to the dominance of internal strengths over weaknesses and environmental threats over opportunities. Therefore, appropriate strategies for this situation; Competitive and diversity-based strategies, which means how can the strengths of threats be eliminated or reduced using strengths.  Globalization and presence in international markets require the production of home appliances with quality and competitive price on a global scale. It seems that taking an effective step in this direction requires strategic analysis of this industry and formulation of appropriate strategies. Findings of the internal factors evaluation matrix showed that the company's strengths outweigh its weaknesses. The evaluation matrix of external factors indicates the dominance of threats over opportunities. The results obtained from the SWOT matrix and the status matrix show that the company is in a competitive position and should make the most of its strengths to reduce the impact of environmental threats. In general, in both internal and external factors, the first priority related to competitive strategies, and the company, while having acceptable strengths, tries to overcome environmental threats, while overcoming its strengths and their superiority over their weaknesses. Considering the first priority of company managers is to benefit from competitive strategies, the most important company strategies, which derived from SWOT matrix analysis, described as follows: Since the company has, a design center and specialized staff, design and development new strategic and exclusive products can be one of the most important competitive strategies of the company. The company can also use the experience and technical knowledge of experts in setting up companies producing high-consumption foreign spare parts with the aim of internalizing parts and reducing dependence on foreign companies (which is very important given the current situation in the country and the issue of sanctions). According to company executives, this collection has a powerful customer relationship system, which can help define product quality improvement projects tailored to customer needs. Another case is that the managers of the company can use the increase of investment in the realization and development of the company as a suitable lever to increase the development of products, which is possible due to the benefit of the specialized force in the company.

Conducting research with a theoretical contribution, reviewing the theoretical background without bias, and identifying emerging research areas are one of the most important concerns of every researcher in conducting academic research. The abundance of useless and scientifically worthless research in the country doubles the need to pay attention to these issues. One of the existing strategies to solve these problems is the approach of academic social networks analysis. Considering research areas as social structures, these networks are drawn based on bibliometric criteria such as co-citation, citation, bibliographic pairing, co-occurrence of vocabulary, and co-authorship, each of which has its uses and are used to answer special questions. In this article, the approach to social networks analysis will be introduced first, and then the bibliometric criteria used in drawing these networks will be examined. It is also stated that each of the drawn networks is suitable for answering what questions. Then, the step-by-step stages of implementing a social network analysis are introduced. Also, the most important databases used to collect the necessary meta-data are introduced and some existing tools to analyze and illustrate academic social networks are briefly reviewed. Examples of applications of this approach are also shown.     In order to conduct academic social network analysis, a 5-step process must be performed. In the first step, the research design should be determined. The analysis is done to answer what questions and what method is suitable to answer those questions. In the second step, it is necessary to collect bibliographic data. First, you have to choose the right database and then, by choosing the right search keywords in a specific time frame, search and collect the necessary metadata for network drawing and analysis. In the third step, the collected data should be analyzed. In this step, the appropriate bibliographic software should be selected and the data should be prepared for analysis. Illustration of the networks is done in the fourth step, in which the appropriate method and tool of the illustration should be determined by the researcher. In the final step, the drawn networks should be described and interpreted.     Each of the networks drawn by metadata collected from scientific databases has a specific application. Citation networks are used to identify the most important and influential works, authors, and publications. Also, based on the citation networks drawn based on the timeline, it is possible to identify the development process of a research field, its theoretical foundation, and theoretical fields affecting the research field. Co-citation networks that are drawn based on the cited references of the selected documents provide the most relevant sources for research. Also, the clusters obtained from this analysis show the historical streams of the research field. The bibliographic coupling networks which are the reverse of co-citation examine the cited documents and the clusters obtained from them showing the contemporary streams of the research field under investigation. Co-authorship networks are a measure of cooperation between authors, institutions, publications, and countries. Word co-occurrence networks identify important themes in a domain, and as a content analysis technique, they are the only network that uses the actual content of documents. The output of the word co-occurrence network is a network of themes and shows the conceptual space of a field.      Conducting targeted and useful research is one of the important issues faced by researchers and students, especially graduate students who have to conduct research in the form of a thesis or dissertation. From choosing new topics to reviewing literature and theoretical background in an appropriate way, all of them are problems that researchers have to overcome, and in this way, they need a clear strategy and roadmap. The social network analysis approach based on bibliographic criteria is one of the strategies proposed to help solve these problems. The analysis of academic social networks that are formed based on bibliographic criteria such as citation, co-citation, co-authorship, word co-occurrence, and bibliographic coupling, by adding an objective and quantitative accuracy, reduces the consequences of personal reviews and subjective biases of researchers and It helps to get a more comprehensive understanding of research areas. Each of these networks is suitable for answering specific questions. Using the approach of social network analysis can have a significant help in guiding researchers in conducting targeted research. The use of this method helps researchers, especially newcomers to a field, to get a better understanding of that field, get acquainted with important sources for study, and helps them determine their research position and advance research flows in a specific field. For this reason, getting familiar with this approach and using it is one of the topics that researchers and higher education institutions should pay attention to in order to reduce the amount of aimless and useless research.

In the present century, the success of the organizations judged not only based on their financial functions but also their impact on improving the social condition and environment. This reflects on organization’s social responsibility. The aim of this study is to offer some ways to improve social responsibility in Bank Melli as well as studying the effect of its reputation and employer brand along with analysis of its customer oriented mediation role.      The present study is applied and casual research. This research is hypothetical-deductive in nature descriptive survey. The population size has 250 employees of Bank Melli Iran branch on Kargoshaei but the sample size is 151 (female and male) that selected by using simple random sampling. For data collections, the standard questioner used and for analysis data, structural equation modeling and smart PLS software used. To assess the reputation of the organization, the Ponzi et al. (2011) questionnaire used, which included four items. To measure social responsibility, the questionnaire of Shin et al. (2016 including 3 items) used. Burton et al. (2005) questionnaire used to measure the employer brand, which included 25 items.To measure customer orientation, Tom et al. (2002) questionnaire used, which includes two dimensions of pleasure and needs, which includes 12 items. Reliability assessed using Cronbach's alpha coefficient. Given that for all variables, this value is above 0.7. In addition, as you can see, for all variables, the value of AVE is greater than 0.40 and the value of CR is greater than 0.7; Therefore, it can be said that the tool has good reliability. To evaluate the diagnostic validity of structures, two criteria proposed, one of which is the cross-sectional load of items.  The result of data analysis shows that the reputation and Bank Melli’s employer branding has a meaningful and positive effect on social responsibility. Moreover, there is a meaningful and positive relation between reputation and social responsibility rejected. The mediation role of customer orientation in relation between employer brand and social responsibility of Bank Melli also rejected. The result shows that the investment of Bank Melli’s managers on popularity of its employer brand can have a remarkable effect on improving its social responsibility. Findings showed that the effect of employer brand on social responsibility of Bank Melli employees is stronger than the effect of corporate reputation on social responsibility. The implicit guideline in this conclusion states that Bank Melli employees use the bank's internal marketing activities, which are effective in strengthening the attractiveness of the employer brand, in encouraging them to play social responsibility roles, more effective than external marketing actions that determine corporate reputation. In other words, the employees of Bank Melli consider working in a bank that has a high attractiveness in the employer brand to be more effective in playing their social roles than working in a bank that has a high reputation in the financial market. Therefore, based on this research result, it seems that the managers of Bank Melli should prioritize strengthening the employer brand in comparison with corporate reputation in order to fulfill their social responsibility. According to the findings, customer orientation cannot be a good mediating variable between the independent variables of Bank Melli reputation and brand and the dependent variable of social responsibility. As well as customer orientation cannot affect social responsibility, it suggested that future researchers work on new variables that can affect social responsibility. The reason for rejecting this hypothesis is that the employees and managers of Bank Melli consider customer orientation as a part of their main duties that expected by the customer and consider the fulfillment of social responsibility to depend on other activities. According to the findings, Bank Melli's reputation does not affect customer orientation. It suggested that Bank Melli employees and managers pay attention to the fact that in relation to customer orientation, they cannot rely on Bank Melli's external reputation.   According to the statistical results, the necessary conditions for confirming the role of customer orientation mediator in the relationship between the employer brand and social responsibility of Bank Melli. There is no orientation in the relationship between the employer brand and social responsibility of Bank Melli, so the research hypothesis that the role of customer orientation mediates between the employer brand and social responsibility rejected. Given that, the value of the coefficient of significance (t-statistic) for the two research variables is 3.21, so the research hypothesis as a relationship between reputation and social responsibility is a positive and direct relationship confirmed. Considering that the value of the significance coefficient (t-statistic) for the two research variables is more than 8.36, so the research hypothesis is established as a positive and direct relationship between the brand of employer and social responsibility. Considering that, the value of the coefficient of significance (t-statistic) for the two variables of the research is 1.49, so the fourth hypothesis of the research entitled the relationship between reputation and customer orientation do not confirmed. Considering that, the value of the significance coefficient (t-statistic) for the two research variables is 4.32, so the research hypothesis established as a positive and direct relationship between the relationship between the employer brand and customer orientation.

The evolution of the international retail industry is to move from individual stand-alone stores that sell limited products to chain stores that offer more diverse product categories on a more economical scale. Thus, the chain store industry is one of the newer forms of offering fast-moving products to consumers. In this area, the most important decisions related to marketing and sales policies that directly affect the company's performance and the quality of service to end-users, and ultimately profitability. The purpose of this study is to provide a model for marketing and sales strategy for companies operating in the chain stores industry, and by adopting a comprehensive approach, an attempt made to remove some of the existing limitations in the field of research and implementation. Therefore, in this research and a forward-looking and innovative perspective, this question answered: what is the model of marketing and sales strategies in the chain store industry? This research-based on the purpose is of developmental type, based on the nature is of exploratory and descriptive type and based on the type is of data of the qualitative and quantitative type and has an integrated strategy, that is, to achieve the objectives of the research, two qualitative and quantitative methods have been used together. The statistical population of this research is the marketing and sales managers of three companies, Hyperstar, Canbo, and Ofoq Kourosh. Thus, after an in-depth study and review of books and articles related to marketing and sales concepts, an attempt made to identify a significant part of the important factors in developing marketing and sales strategies for companies active in the chain stores industry. After that, in the qualitative part, by content analysis method, a semi-structured interview conducted with 10 industry experts of chain stores from the three mentioned companies based on judgmental sampling. Qualitative sampling continued until the researcher reached theoretical saturation. In the quantitative part by survey method, 116 questionnaires distributed among the marketing and sales managers of these three companies. Analyzing the qualitative data obtained from the interviews based on the analysis of words, sentences, themes, and idioms of experts in the field of marketing and sales of the chain stores industry, led to the extraction of 391 primary codes. After several reviews and integration of codes based on similarity in several stages, 73 codes were finally extracted, which became the basis for the quantitative questionnaire design. Following a review of content analysis in the qualitative section, the competitive environment of the chain stores industry, online promotions, and online service features added as new variables to the original research model. In the quantitative part, the data analyzed by structural equation method using Smart PLS software.    In response to the main research question, which is also the ultimate goal of the research, we found that developing a sales strategy in companies operating in the chain stores industry without considering the marketing strategy and its components is irrational. In addition, the effect of the moderating variable of the competitive environment of the chain stores industry didnot ignored because not paying attention to this factor can fail the strongest marketing and sales strategy of chain stores companies. Findings showed that marketing mix is ​​the most important factor in marketing strategy and the use of sales technologies is the most important factor in sales strategy in the chain store industry. Evidence suggests that the presence of a moderating variable of the competitive environment of the chain stores industry affects the relationship between marketing and sales strategies.  Adopting a comprehensive approach to the elements of marketing and sales strategies, taking into account the competitive environment prevailing in the industry, and using online environment-based methods are important issues in developing marketing and sales strategies of companies operating in the chain stores industry, which have not been considered in Iran. It is necessary to plan for reach a successful chain stores industry for leading consumer satisfaction and achieving financial goals for companies. Companies operating is better to pay attention to the competitive environment of the chain store industry and  then taking a broad view of having a marketing strategy that takes into account issues related to marketing objectives, pricing, branch location, competitive advantage, resource allocation, consumer behavior analysis, consumer segmentation, online and traditional promotions, product, online service features, as well as sales strategy that is formed by considering the issues related to the use of sales technologies, sales team training and the use of multiple sales channels.

Emerging economies Firms (EMFs) are unfamiliar actors in a new host market. Hence, foreign market entry should be studied more as a position-building process. Given that position-building process lead to tensions and conflicts among key EMF stakeholders. Business Diplomacy (BD) is a practices that facilitates this process. Therefore, the purpose of this research is the typology of BD in EMFs, based on their positioning-building process over period of time. Through the lens of Path-dependence Theory, we review the literature to formulate a typology of Business diplomacy, then we identify statistical control variables.    For the purpose of this study, we used Sequence Analysis to identify sequence patterns of BD in EMFs position-building process. Iran Exemplary Exporters in the period of 2012-2020 are chosen as the statistical population of this research that 36 Firms were studied as a sample based on the judgment criteria. Data were collected through the board of director's activity annual reports in Codal Database. Using TraMineR in R-package, data analyzed through optimal matching (OM).   We empirically identify three different sequence patterns of business diplomacy. Firms in the Automotive, Petrochemical and Chemical Industries, Machinery and Equipment, Engineering Services, and the Paper Industry mainly follow first path. Firms operating in the Steel Industry, Automotive Industry, and Machinery and Equipment follow the second path. Firms operating in the Oil Industry, Steel Industry, Pharmaceutical Industry, Electrical Equipment and Paper industry follow the third path. The findings also show that business diplomacy pathways differ significantly in terms of firm's characteristics (i.e. industry, size, and international experience). We argued that EMFs follow different BD strategies in their position- building process in the host markets. In the first pattern, the most of EMFs execute reactive and proactive strategies, and few Firms have follow other strategies. In this pattern, the dominant strategic priority is pay attention to the business related stakeholders, and the pressure dimension has insignificant effect on changing the strategy. Also, we argued that the Firms in the automotive, petrochemical and chemical industries, machinery and equipment, technical and engineering services, and paper industries use the one-best-way approach. The dominant strategy in the second pattern is proactive strategy. This strategy has become the dominant view of firms in last years, and the strategic agenda of firms has shifted from business-related stakeholders to none-business-related stakeholders. In addition, we argued that this turn to none-business-related stakeholders has significantly occurred in the steel, automobile manufacturing, and machinery and equipment industries.    As a result, the contingency approach is prevailing in the second pattern. But the dominant strategy in the third pattern is defensive strategy. We argued that firms try to avoid unintended changes in the political environment, through defensive strategies, and manipulating none-business related stakeholders. In other word, they maximize profits in host markets through neutralize the non-market environment pressures. This turn to defensive strategy has been significantly occurred in the oil, steel, pharmaceutical, electrical equipment and paper industries. in addition, the results showed that firms in the automobile industry and machinery and equipment, simultaneously follow the first and second patterns, and firms in the paper industry simultaneously follow the first and third patterns, as well as firms in the steel industry follow the second and third patterns at the same time. To explain it more clearly, the dynamics of the environment exposes firms to continuous changes and companies may use strategies that conflict with each other. As a result, firms may follow a paradox approach. In nutshell, we argued that, firms by turn in strategic agenda from business related stakeholders to none-related stakeholders, facilitate their position-building process in host market. And this practice turn, influenced by Firms-level characteristics such as industry, size and international experience. Our research has implications from theoretical and methodological aspects: First, the existing research focused on advanced economy firms. But our research conducted in emerging economies context, which are very different from advanced economies context. Second, the results of this research have proposed a mechanism to overcome on emergingness liabilities. Third, the paradox approach in strategy emphasizes that in the complex and evolving world, firms faced with a heterogeneous environment and contradictory demands of business related and none-business related stakeholders. As a result, firms that follow the paradox approach in BD are more successful in creating and maintaining legitimacy. Fourth, the results of this research have confirmed the potential of quantitative research in process studies, especially in the strategy as practice area. In other words, identifying a pattern at the macro level through micro level data leads to the emergence of innovative insights that cannot be achieved only through a qualitative research design. Finally, some issues in management research, such as evolutionary view of strategy, require the analysis of sequence data; as a result, analyzing these data and identifying emerging patterns creates significant challenges, and traditional quantitative and qualitative researches suffer from this issue. Therefore, optimal matching approach has solved this challenge.we empirically identify Three different sequence patterns of business diplomacy. Frims in the Automotive, Petrochemical and Chemical Industries, Machinery and Equipment, Engineering Services, and the Paper Industry mainly follow first path. Firms operating in the Steel Industry, Automotive Industry, and Machinery and Equipment follow the second path. Firms operating in the Oil Industry, Steel Industry, Pharmaceutical Industry, Electrical Equipment and Paper industry follow the third path. the findings also show that business diplomacy pathways differ significantly in terms of firm's characteristics (i.e industry, size, and international experience).

The present article seeks to provide a model based on which the attraction and effectiveness of higher education management graduates in the higher education governance system in Iran explained. The need to examine this issue explored in the sense that the issue of lack of effective and useful attraction of graduates of higher education courses in the labor market is one of the problems arising from an inefficient education system. Therefore, formulating and designing a set of strategies and policies that can be relied on to create the conditions for the proper presence of graduates of the higher education system in a suitable and correct job environment is very necessary for any system. Given the importance of achieving efficiency, success and productivity in higher education and governance of higher education, it seen that some important aspects of attracting graduates have been neglected or forgotten. The main concern in this study is what are the components of attracting and influencing graduates of higher education management in the governing system of higher education in Iran to provide a favorable model in Iran? The present study has two categories of objectives. Theoretically, it seeks to provide a comprehensive perspective in order to provide a clearer understanding of the components of attracting and influencing graduates of higher education management in the governing system of higher education in Iran. From a practical point of view, since the higher education system and its scientific and human resources are considered as the most important assets of any country, so strengthening the expertise in this field and helping decision makers to recognize challenges and adopt Policies appropriate to the country's higher education system are considered by the authors. The present study has two categories of objectives. Theoretically, it seeks to provide a comprehensive perspective in order to provide a clearer understanding of the components of attracting and influencing graduates of higher education management in the governing system of higher education in Iran. In practical terms, since the higher education system and its scientific and human resources are considered the most important assets of any country, so strengthening the expertise in this area and helping decision-makers to recognize challenges and adopt Policies appropriate to the country's higher education system are considered by the authors.     The present study is qualitative in terms of type and is based on data strategy and formed by Corbin and Strauss approach. According to the purpose of this study, which is to identify and study the components of attracting and influencing graduates of higher education management in the higher education system of Iran, the research design is a qualitative research design with data method. This approach is based on the three main steps of open coding, axial coding, and selective coding and was performed using Max qda software version 2018. The validity of the qualitative part with continuous and long-term involvement strategies of the researcher was achieved through the process of collecting and analyzing research data, reviewing and controlling colleagues, and validating the participation of participants used. And the researcher will benefit from semi-structured interviews based on data foundation theory.     The main categories and sub-components presented based on open and centralized coding of data obtained from in-depth and exploratory interviews with key experts and refinement of conceptual codes. Accordingly, in order to perform open and pivotal coding in the first stage, the data at the sentence and phrase level for each of the interviews examined and conceptual codes extracted from the transcripts of the interviews. By refining and reducing, these components organized into sub-categories and named by continuous review. In order to ensure the proper organization of each of the concepts and categories, the transcripts of the interviews were re-examined and reviewed by these categories in order to achieve a logical saturation for the main categories and sub-categories. In general, from the analysis of qualitative data of the research in the coding stage, 329 initial conceptual codes obtained. After reviewing and matching these codes and removing duplicate codes, common codes counted.        One of the things that needs to explain is identifying possible barriers to attracting graduates of higher education management and trying to overcome them in governing higher education. In this regard, the scope of studies and views is very limited. In fact, the possibility of attracting graduates of higher education management, on the one hand, motivates them and participates in decision-making, and on the other hand, it includes responsibility, improving managerial capacity and planning, improving the quality of education and research for them. , That these competencies can prevent them from being passive because if policies and programs are formulated by graduates, they will consider themselves partners in the decisions they have made and will try to Fulfill their goals and missions and no longer have an excuse to blame others for the failure of programs. Given that the university is the workplace of professional students and they are able better than anyone else to formulate a system of governance, neglecting to attract and influence them will motivate students. Therefore, it is worth investing more in attracting graduates.The present article seeks to provide a model based on which the attraction and effectiveness of higher education management graduates in the higher education governance system in Iran can be explained. The present research is applied in terms of purpose and in terms of descriptive-survey nature and has been done within the framework of a qualitative approach and using the data research method of the foundation. Targeted interviews were conducted with 18 experts, managers and higher education experts. After open, axial and selective triple coding, the conceptual model of the research was designed based on a paradigm model. The research findings indicate that this model is in the form of 25 main categories and 82 variables, including the recruitment and use of graduates as the core or main category of the model; Causal variables (organizational factors, extra-organizational factors, readiness to absorb and apply, intrapersonal competencies, personal competencies and entrepreneurial competencies); Background variables (work context, upstream documents); Interventional conditions (culture of job creation, sustainability of existing systems, talent discovery, accountability); Strategic categories (institutionalization of entrepreneurial talent management system, design of multiple entrepreneurial talent management process and design of resource allocation system) and finally consequential categories (job creation, value creation and multiple competitive advantage, creating quality assurance in higher education system) were included. The present article seeks to provide a model based on which the attraction and effectiveness of higher education management graduates in the higher education governance system in Iran can be explained. The present research is applied in terms of purpose and in terms of descriptive-survey nature and has been done within the framework of a qualitative approach and using the data research method of the foundation. Targeted interviews were conducted with 18 experts, managers and higher education experts. After open, axial and selective triple coding, the conceptual model of the research was designed based on a paradigm model. The research findings indicate that this model is in the form of 25 main categories and 82 variables, including the recruitment and use of graduates as the core or main category of the model; Causal variables (organizational factors, extra-organizational factors, readiness to absorb and apply, intrapersonal competencies, personal competencies and entrepreneurial competencies); Background variables (work context, upstream documents); Interventional conditions (culture of job creation, sustainability of existing systems, talent discovery, accountability); Strategic categories (institutionalization of entrepreneurial talent management system, design of multiple entrepreneurial talent management process and design of resource allocation system) and finally consequential categories (job creation, value creation and multiple competitive advantage, creating quality assurance in higher education system) were included.

Corporations by having several subsidiaries and exercising influence and control over them, lead and cover the covered businesses in the path of synergy and value creation. Corporations have a diverse range of stakeholders and play an important role in the country's economy; For this reason, choosing the right strategies and prioritizing them correctly is very important for the parent company and it can also be seen that different strategies produce different results for companies and incorrect choice of strategies or incorrect prioritization of strategies for companies can cause many harms and losses to parent companies and their subsidiaries. the agricultural sector is one of the three main sectors of the economy that plays an important role in food supply, social welfare, GDP and economic growth of countries. Agriculture plays a key role in strengthening the foundations of the economies of developing and transition countries this study was conducted to typology and the importance and performance analyze of Kawthar Agricultural Holding Strategies from the holdings of the Martyr and Veterans Affairs Foundation.    This research is applied in terms of purpose, the strategy of this research is a sequential exploratory mix that in the first stage uses the qualitative method and in the second stage uses the quantitative method based on soft operations research. To identify strategies, the method of document analysis and unstructured interviews with experts have been used. In this study, after identifying and typology of kawthar Agricultural Investment Holding Strategies, a questionnaire was prepared to analyze the importance-performance and the strategies were presented to the managers and experts of this holding.    In this research, 24 strategies have been identified by document analysis method of the strategic document of Kowsar Agricultural Investment Holding (2017) as well as interviews with experts. These 24 identified strategies include two directional strategies, two portfolio strategies, 10 parental strategies and also 10 specific strategies for the businesses of holding company. the performance importance matrix is divided into four parts or quarters by a vertical axis (representing the dimension of importance) and a horizontal axis (representing the dimension of performance), a specific strategy is adopted for each department, it helps in decision making and also states the priority of indicators. Performing significance-performance analysis consists of 4 steps which are data collection, geometric mean, threshold value and positioning.      According to the results of the importance-performance analysis, among the identified strategies, seven strategies in the first quarter (focus axis), 14 strategies in the second quarter (continuation of positive work), one strategy in the third quarter (low priority strategies) and two The strategy was also in the fourth quarter (resource wasting strategies). Given that most of the indicators are in the second quarter, it means that the organization has invested in indicators that are not very high value and performance is relatively insignificant indicators and has neglected important indicators that have a significant impact on company performance; Therefore, in order to achieve higher performance for the company, it is recommended that the company focus and focus on first quarter strategies. Also, using the indicators of importance and performance, these 24 strategies have been prioritized. The most important issue, which was very important and had a low performance, is the issue of supply chain, if the company can invest more in the field of supply chain for various products and lead to the completion and development of this area, In addition to high profitability, it can lead to the power of differentiation from competitors and maintain and improve its position. also, due to the high production capacity, if it increases its production and in addition to increasing the GDP index, it exports its surplus production to different countries and has currency for the country. This is also important given the approach of the resistance economy.

The aim of this study was to investigate the effect of humble leadership on expedient immoral behaviors in the organization due to compassion at work.  The present study is applied in terms of purpose and descriptive (non-experimental) research in terms of data collection and is a branch of field studies and is causal in terms of the relationship between research variables. The research method is survey, the most important advantages of which are the ability to generalize the results. The statistical population of the study consisted of the staff of the General Department of Sports and Youth of Lorestan Province, whose number was 160 people. Using Morgan table, the sample size was estimated to be 113 people who were randomly selected. The data collection tool is the standard questionnaire of Zhou et al. (2019). The content validity method was used to assess the validity and the Cronbach's alpha method was used to test the reliability of the questionnaire; Thus, before the widespread distribution of the questionnaire in the study population, 25 questionnaires were measured as a pre-test of distribution and Cronbach's alpha of the variables. According to the results, Cronbach's alpha for the three variables of leadership based on humility, compassion at work and immoral expedient behavior were equal to 0.712, 0.803 and 0.762, respectively, which are values ​​greater than 0.7. Data analysis was performed using structural equation modeling test and AMOS software. Humility-based leadership has a positive and significant effect on expedient and compassionate immoral behaviors at work. The results confirmed the effect of compassion at work on expedient immoral behaviors. Finally, the role of partial mediator of compassion in work in the impact of humble leadership on expedient immoral behaviors in the organization was confirmed.  Leaders should, in addition to forgiveness and compassion, have proper oversight of behaviors within the organization and provide training programs and coaching sessions to strengthen the ability and skill of management in employees so that they can engage in unethical behaviors (what Identify and control expedient or non-expedient) in the organization.

 Numerous studies have shown that innovation and entrepreneurship play a key role in different aspects including economic development, quality of life, and competitiveness on a global scale. Despite of similar parts that the regions have, their potentials, territorial assets, cultures and ways of thinking are diverse that guides them in choosing their unique development path. In this regard, studies of innovation systems reject the use of the same policies to design and guide the path of innovation-based development and consider it necessary to pay special attention to the different characteristics affecting innovation in each region.Previous studies of regional development have not dealt with the impact of social factors on regional innovation behavior due to its geographical breadth and historical depth, the existence of different ethnic groups with different cultures and at the same time centralized policy-making. Therefore, the study of entrepreneurship from a local perspective that shows the cultures, values, traditions, views and potentials of each region in Iran can provide a useful approach to formulate political and legal requirements to pave the correct way for effective use of the entrepreneurship concept based on culture and especial social structure based on every region. Entrepreneurship in the cultural sector needs more attention and support.   The most important reasons are due to the requirements of production and consumption of cultural goods, prevention of foreign culture spread in country, and the high potential of cultural industries to develop and create employment. Considering the cultural diversity in our country, it is very important to identify opportunities and potential talents in the field of local businesses in each specific region of the country and in such a context, the capacities and capabilities of the local subcultures of Iranian society and the role they can play in the process of local and national development should be discussed. Since Iran has different regions and climates with various cultural, social, geographical, etc. so it is necessary to identify the potentials and conditions of each region for economic and social policy-making. Regarding the urgent need to address the aforementioned challenges, this study conducted. The purpose of this study is to explain the variables of local entrepreneurship according to the potentials of different regions of Iran using a Meta-Synthesis Review. To conduct this research, all researches related to local entrepreneurship between 2006 and 2020 were reviewed. Finally, 91 articles were selected and reviewed. Results ana We did the analyze of dates according to the steps presented by Barroso and Sandlowski in seven steps, 1. Defining the objectives of the research; 2. Systematic study of background; 3. Searching and selecting appropriate researches; 4. Information extraction; 5. Analysis and composition of findings from qualitative studies; 6. Quality control and 7. Findings, . In order to use newer sources, research related to the research topic was considered in the period 2006 to 2020. After reviewing the titles and abstracts of the researches, 263 related researches were selected. After reviewing the research abstract, 152 articles that had the most similarity and relevance to the research topic were selected.In this study, to validate the proposed model from the point of view of the focus group (experts), including two faculty members of Mazandaran University with entrepreneurial expertise and two PhD graduates in policy-making, was used in a systematic design and using the opinion. Experts in this field and making repeated corrections the validity of the research was reviewed and approved. In other words, to ensure the validity of the results with specific criteria of qualitative research, the necessary studies including acceptability and verification were performed. To increase the acceptance, the review method was used by experts and some experts in this field. For verification, in the final stage of the obtained classes, several experts were sent to review and confirm the submission and suggested points.Then, to evaluate the quality, with the help of selected experts, the 50-point scale of the Critical Assessment Skills Program was used and the researches were reviewed. The range of scores was considered as follows: Studies with a total score between 40 and 50 were considered excellent, 31 to 40 were very good, 21 to 30 were moderate, 11 to 20 were poor, and 0 to 10 were very poor. At this stage, 61 articles were deleted for scoring less than 30, and finally 91 articles were reviewed. In the present study, all the factors extracted through library studies were considered as a component (code). The information of each article (journal name, year of publication, authors' names, key variables, research result, proposed solutions and the province of the research) was entered in a table and a code (letter A and one number) was assigned to each research. Because some of the research was conducted in a specific city and village and the task of surveying spatial information was difficult, the province of that particular village or city was used to match the regions. Then, table (2) was prepared for presentation in this research. In the first column, the general classification of key indicators of local entrepreneurship extracted from research, in the second column, the concepts extracted from each research and in the third column, the codes related to related research are examined. Has been obtained and in front of each code, the province related to the research is listed.   The results showed the 12 components of local entrepreneurship, including: artistic entrepreneurship, tourism entrepreneurship, rural entrepreneurship, women entrepreneurship, cultural entrepreneurship, regional entrepreneurship, sustainable entrepreneurship, traditional entrepreneurship, Wisely entrepreneurship, religious entrepreneurship, green entrepreneurship, medical entrepreneurship, and agricultural entrepreneurship were identified as explanatory components. Three components of rural entrepreneurship (26%); Tourism entrepreneurship (18%) and cultural entrepreneurship (12%) had the highest repetition rates among the research topics. According to the classification of regions, it was found that the highest number of articles on local entrepreneurship was related to the provinces of Tehran, Isfahan, Zanjan, Bushehr, and Mazandaran, which are among the most successful regions in the country's innovation systems. It is suggested that legal and systemic requirements and policies should be formulated to take advantage of these opportunities by both the local of the regions, and the whole country according to the local entrepreneurial potentials, and the gaps and shortcomings ahead of these potentials in each region. It is suggested that the status of each component of local entrepreneurship in the macro and sectoral policies of relevant institutions should be examined. One of the most important tools is the smart specialization strategy. Intelligent specialization is one of the newest regional development strategies which states that each region should set specific priorities according to the potential of the region, which is most appropriate in order to stimulate entrepreneurial culture and promote innovation in that region. It is suggested that future research using similar tools or instruments identify the local entrepreneurial priorities of each region.

The current competitive  environment leads  the  organizations  to gaining  their Competitive Advantage with applying and mastering new rules and technologies, as well as expanding the internal capabilities and competencies. To put it differently, the main aim of organizations is gaining a competitive advantage by resources, rules and new technologies, and organizational capabilities to increase competitiveness and Improve Organizational performance in the current business environment. A Review and Consideration of historical events in Iran’s power industry be also included the important changes in this industry. For instance, founded private electricity distribution companies. Therefore, it has changed the exclusive environment to a competitive environment and also changed the conditions of organizational activities. consequently, there is a need to continuously investigate the structure and organizational activities and upgrade organizational abilities to achieve organizational aims.According to this, organizations are required to break with traditional rules of business, applying and mastering new rules and technologies, as well as expanding the internal capabilities and competencies of the organization in order to gain a competitive advantage. These proceedings require forerunning, risk-taking, innovation and entrepreneurship in general. For that reason, identifying the effective tools and factors in order to provide a platform for the growth and development of entrepreneurship in the organization is a necessity. Strategic intelligence is one of the effective tools in this regard which is activated by the synergy of business intelligence, competitive intelligence and knowledge management in the organization. It is also can play an effective role to create organizational entrepreneurship and to gain a competitive advantage, consequently. Therefore, the purpose of this study is to investigate the effect of strategic intelligence on gaining competitive advantage with considering the mediating role of entrepreneurship in the Tehran Power Distribution Company.The  present  article  examines  the  relationship  between Strategic Intelligence and Compititive Advantage with Considering the mediating role of entrepreneurship in Tehran Power Distribution Company.According to the studies and Review of research literature, it was found that a Few studies have been conducted in context the impact of strategic intelligence on organizational entrepreneurship and competitive advantage. So, according to the above-mentioned matter and the role of strategic intelligence in the Organizational Survival, the present study is to examine the relationship between Strategic Intelligence with Organizational Entrepreneurship and Competitive Advantage.   The  present research is based on the purpose of Applied Research and in terms of nature and method is descriptive-correlation type. This research was conducted in the Tehran Power Distribution Company using questionnaires of Business intelligence, Competitive Intelligence, Knowledge Management, Competitive Advantage and Organizational Entrepreneurship. The statistical population of the study consisted of 160 managers of different top, middle and operational levels in the Tehran Power Distribution Company. The sampling method was a simple random. In the present study, the statistical sample size was determined  based on Principles of multiple linear regression and refferred to Krejcie and Morgan (1970) table to ensure from sample size, which according to the number of 160 people in the statistical population at 95% level, was estimated  based on the table of 113 people. To analyze the data, descriptive statistics method was used to describe  the data (Demographic Characteristics), SPSS software and structural equation modeling (SEM) with PLS software and the data were analyzed.   Results and Discuussion: Research findings showed that among the components of strategic intelligence, competitive intelligence and knowledge management have a positive and significant relationship with organizational entrepreneurship and also with gaining competitive advantage, considering the mediating role of entrepreneurship. But business intelligence has no effect on organizational entrepreneurship as well as gaining competitive advantage, considering the mediating role of entrepreneurship in this organization. In general, strategic intelligence, considering the mediating role of entrepreneurship has a positive effect on gaining a competitive advantage in Tehran Electricity Distribution Company.    Based on the received results, it is suggested that the components of strategic intelligence be considered in order to select and appoint capable and competent managers in Tehran Electricity Distribution Company. Also, Preparations should be taken to use business intelligence in order to make effective organizational decisions and to improve organizational performance.

Lesson study enjoys dramatic success in international evaluations among various methods which have been applied in the early 21st century to improve and modify learning and teaching in different countries; For this reason, it has been considered by education experts. Lesson study is a relatively new approach which has succeeded very much in teaching design and this subject it has education brokers in many countries to think about improving the quality of lesson classes through it. On the other hand, giving specific attention to teaching environment is necessary to maintain and gain access to the development and growth. The environment of every organization is composed of elements and factors which have both direct and indirect influence on the organization. Strategic planning identifies internal strengths and weakness as well as environmental opportunities and threats through investigating internal and external environment of the organization; and by considering the mission of the organization, it sets long-term purposes for the organizations and for access to this purposes,  in choosing strategies from strategic options to remove the weaknesses and avoid threats through emphasizing on the strengths and employing the opportunities to takes measure  it cause organization success in case of performing correctly. The purpose of the present study was to analyze strengths, weaknesses, opportunities and threats of the lesson study in order to remove these weaknesses and threats by employing strengths and opportunities through identifying these points to create the opportunities to develop efficacy and effectiveness in lesson study more than before and take effective step in domestication of this plan through effective strategic priorities. 

The research method of the present study was mixture method (qualitative-quantitative) and it was carried out in primary schools of Qom province. The statistical population included all the experts in lesson study plan in the province of Qom (40 people) including secretariat members and strategic lesson study committee (judges, supervisors and experts) and also those capable people in lesson study teams who have participated at least three times in the festival and got some ranks there and investigated the experts’ views through purposive sampling method in judgmental and snowball type. 14 experts (6 female and 8 male) were interviewed. There was no new information after interviewing with the twelfth one; however, two other experts were also interviewed to make sure regarding the saturation and the interview with the experts finished with the fourteenth one. Internal Factors Evaluations (IFE) Matrix, External Factors Evaluation (EFE) matrix, SWOT technique, Quantitative Strategic Planning Matrix and Internal-External Matrix were used in technique part.

The results of conventional content analysis through semi-structured interview with research experts included identifying 14 strengths, 16 weaknesses, 14 environmental opportunities and 12 environmental threats. The final score taken from external factors was 2.589 which was more than 2.5; hence, lesson study has specific opportunities to some extent regarding external factors and macro strategy should be codified in a way to be able to remove threats using lesson study opportunities. So, using opportunities such as increasing the teachers’ capabilities in problem-solving process, removing the problems and barriers, creating open-class culture and maximum publication of the results among the colleagues and creating teachings cooperation culture which have been prioritized can be a good solution. Considering the final score in internal and external factors, the position of lesson study plan is 2.549 for the internal factors and 2.589 for the external factors in SO coordinate.  So, the extracted strategy is using the strengths of lesson study to face the opportunities. Therefore, the position of lesson study is in the beginning of growth and development and the suggested strategies should be consistent to the growth and development while taking competitive and conservative strategies into account. After conducting SWOT technique, 11 strategies were identified which were prioritized using QSPM matrix. Three strategies which had the highest priority were: the strategy of developing the activity of external supervisors, strategy of developing participatory leaning culture, professional participation and also the strategy of teachers’ empowerment in lesson study. 

The results imply that although offensive strategies (SO) are of high value, considering their strategic position in the middle of matrix, it is better to put emphasis on all four macro-strategies of lesson study. Last but not the least is that lesson study plan faces various challenges in Iran that the application of the offered strategies by the experts to solve the challenges can be an effective step to promote lesson study in the country.

One of the approaches that has recently entered the field of management and leadership and can solve problems in the face of environmental complexities, is the discussion of wisdom-based leadership. The mission of the profession as an active orientation and a transcendent view of the job is a concept that has recently entered the literature in the field of human resource management and organizational behavior. This orientation leads to specific behavioral and perceptual instances for the job. Paying attention to increasing productivity and professional efficiency is the most important factor in increasing the competitiveness of organizations. An organization that puts increasing productivity at the forefront of its work can overcome today's turbulent and changing environment. Wisdom-oriented leadership along with organizational vitality and adopting strategic approaches are the most important variables that pave the way for the promotion and improvement of professional productivity in the organization. The purpose of this study is to investigate the effect of wisdom-based leadership on professional mission, with the mediating role of organizational vitality and strategic action among staff and professors of Mohaghegh Ardabili University (MAU). The present research is an applied research in terms of purpose and descriptive-analytical research in terms of method. The statistical population of the study included all staff and professors MAU in the number of 630 people that the sample size based on Cochran's formula to 239 people randomly selected. Research tools include standardized questionnaires, 12 questions in the leadership section of Wisdom-oriented Rahmani et al. (2018), 12 questions in the professional mission section of Shin (2012), 7 questions in the organizational vitality section of Yan Ding and Ang (1997) and 6 questions in the section on strategic action, Forouhi et al. (1400). To evaluate the validity of the questionnaire from the point of view of 5 experts in the field of research, its validity was examined several times and also structural validity based on confirmatory factor analysis was used. Cronbach's alpha was used to check the reliability, which is 0.82 and is in good condition. In the data analysis section, using SPSS22 software, Smart PLS, the relationships between research variables were investigated using structural equation modeling. To test the hypothesis of normality of the study variables, a sample Kolmogoraf-Smirnov test used (to examine the variables individually); the results show that the assumption of normality for all variables did not rejected. In the analysis of structural equations, it was observed that all variables have positive and significant regression effect coefficients with their scales and the magnitude of these coefficients is relatively high for all cases. It was also observed that the value of AVE for latent variables is higher than 0.5. Therefore, it can be said that the convergent validity of measurement models is desirable. On the other hand, the results show that all the relationships between the research variables are confirmed in such a way that wisdom-based leadership has had an impact on professional mission with a path coefficient of 0.15. Among these, wisdom-based leadership index on organizational vitality with a path coefficient of 0.71, organizational vitality index on professional mission with a path coefficient of 0.47, and strategic action index on professional mission with a coefficient of 0.28 and wisdom-oriented leadership It has been effective on strategic activity with a path coefficient of 0.67. In addition, all the coefficients of the questions are more than 1.96, which means that the relationships of the components with the meaningful questions have a 95% confidence level. Also, all the relationships between the components are higher than 1.96. Finally, the GOF index of this model is 0.450, which indicates the general desirability of the model.  Accordingly, according to the obtained results, it can be said that since the wisdom-based leadership style in any organization creates a strong morale and motivation in employees and increases their satisfaction with their job and profession, it can be through the bed. Wisdom is realized. Organizational wisdom refers to specialized knowledge and judgment about uncertain, difficult and important questions related to the concept and guidance of life in the organization; Something that is considered in the style of wisdom-based leadership, and this leads to the improvement of the professional mission of the individual according to the model and guidelines of the leader. On the other hand, there are some basic factors that can play a fruitful role in the process of improving the professional mission, the most important of which is organizational vitality that can be created in the organization through various incentives and factors and It is also the creation of a strategic action by employees that plays a significant role in this regard.

Aim and One of the stages of the human resources planning process is the planning for the retirement of human properties, which in most organizations has not received much attention. Organizations, as well as overseeing, planning, organizing, and supervising their employees for the selection, recruitment, training and employment of their employees, must also think about the retirement of their employees. Sovereign Institutions of the Islamic Republic of Iran are not exceptions to the general model of the country and have problems, so some reforms proposed from within the system to reform the country's pension system. The aim of this study is to provide desirable Structural equation model for pension payments system of sovereign institutions employees in Islamic republic of Iran.  To do this study, models and related factors in design of pension payments system from scientific articles were examined which resulted in the extraction of variables, dimensions and components of the comprehensive model. The data collected through a questionnaire. These activities resulted in confirm the presented pattern with 6 variables; "Retirement Layers", "Retirement Plans", "Pension Payments System Factors", "Retirement Programs", "Retirement Types" and " Compensation Systems", 25 dimensions and 57 components. The purpose of correlational research is to understand complex patterns through the study of the relationships between the variables of the patterns that interactions between them. This method is especially useful in situations where the aim is to discover the relationship between variables that did not researched. In addition, the Delphi technique used in various stages of the research, including designing the data collection tool, compiling the initial research model and determining the indicators, as well as validating the final research model. The statistical population of the current research consists of two groups as follows:A. The first group includes experts and professors who are experts in the field of human resources management and administrative affairs and familiar with management issues and familiar with employee issues in the public sector.B. The second group includes all the employees of the organizations of Kerman province in the framework of the case study.At the time of the research, the number of employees included 1047 people. Using Morgan's table to select the sample size, 282 people were determined and selected by simple random sampling. The collected data were analyzed using SPSS and AMOS software. Basically, retirement payment systems tailor to the specific circumstances of each country, including the level of development, demographic trends, macroeconomic policies, infrastructure, institutional capacity and depth and ability of financial markets.In final, to solve the problems of pension funds, the need for technical changes in the method of calculating pensions, changing the retirement age, reducing benefits, introducing new types of financing such as public and private savings schemes or ways to improve governance and income generation and investment policies of the funds is discussed. In order to examine and determine the effectiveness of the proposed research model, the conceptual model and test results of the present research questions were provided to the experts, and they were asked to determine whether the proposed model was effective or not according to the conceptual model and the results. The results showed that 18 (91%) of the experts confirmed the effectiveness of the pattern.Discussion and Although, in order to improve the measurement of the effectiveness and the optimal pattern of the system of pension payments for the employees of the governing institutions of the Islamic Republic of Iran and to explain the factors related to it, it is felt to identify the dimensions and network the structural components more precisely. Of course, assuming constant economic and climatic conditions considered one of the limitations of the research.In order to improve the situation of the pension payment system, two corrective solutions proposed: first is to increase the retirement age and the minimum number of years of service. Considering that the life expectancy has increased, there is no reason for the retirement age to remain constant. The improvement of health indicators means that people have the ability to work for more years, and therefore, with the amendment of the legal retirement age, the number of years of receiving a pension reduced and the number of years of paying insurance premiums increased. This solution also has favorable results for the economy because it adds to the supply of formal labor. The second solution is to increase the number of base years for pension calculation.

 Today, one of the greatest challenges facing companies is how to gain and maintain a competitive advantage in order to remain competitive. A competitive advantage is a capability that distinguishes an organization from its competitors, and achieving this capability is one of the most challenging requirements for most industries in the country, and in particular for those in the appliance industry. The aim’s paper is to explain the differentiation strategy of the home appliance industry based on entrepreneurial leadership and competitive intelligence.

 Research is applied one and included an analytical and descriptive correlation. It focuses on managers of industrial companies that manufacture household appliances. Cochran's formula was used and the sample size was estimated to be 384 people (n=384). A simple random sampling method used. The field approach used to collect data by the use of a questionnaire. The validity of this questionnaire confirmed by a confirmatory factor analysis. Calculating the reliability of research questionnaires was based on Cronbach's alpha coefficient. We calculated Cronbach's alpha coefficient for all variables above 0.7 to determine whether the questionnaire was reliable. In order to determine the adequacy of the sample, the sample adequacy index (KMO) was used, which is equal to 0.789, which is higher than 0.6. Accordingly, the correlation matrix meets the necessary criteria for adequacy. In order to test the hypothesis that the correlation matrix is a unit matrix, Bartlett's sphericity test was used. An analysis of the significance of the mediator variable was conducted using Sobel's test. As a means of checking the normality of the data, a confirmatory factor analysis test was performed to validate the model, and a structural equation model test was utilized in Lisrel software to examine the research hypotheses and to determine whether they played a mediating role. In order to determine whether the hypothesis is significant, Sobel's test was used.

 Based on the results of this research, there appears to be a strong and favorable correlation between two variables of entrepreneurial leadership in addition, differentiation strategy. In addition, the indirect path of the mediator variable had a greater effect on entrepreneurial leadership than the direct path of the mediator variable. A strong and favorable correlation between competitive intelligence and differentiation strategy is demonstrated by the main research model and the findings of the research, which indicates that the competitive intelligence variable has a very strong and favorable influence on the differentiation strategy. This confirms the third hypothesis as well. According to the obtained results, entrepreneurial leadership and competitive intelligence showed a strong correlation, so the fourth hypothesis was also confirmed. The research and evaluation results indicate that due to sanctions, the home appliance industry, which consists of over 70% foreign (Korean) brands, has suffered severe damage and challenges. While in this industry, the companies that were successful were those that abandoned traditional structures in the leadership of their organizations. Through the use of an intelligent and innovative approach, they were able to occupy the freed share of competing brands by producing new, high-quality products. This claim has been confirmed by the announcement of a 25% increase in interior construction, according to the secretary of the Iranian Household Appliances Association. Of course, the impact of entrepreneurial leadership and expert human resources seen in the production of smart refrigerators, gas stoves with 90% efficiency, anti-allergy vacuum cleaners with very low noise, and the establishment of the country's first dishwasher production line.

 Because of sanctions, the home appliance industry is transferring and transforming the threat to establish competitive advantage through competitive intelligence. It is evident from the quantitative and qualitative growth trend of domestic production that industries are oriented toward entrepreneurial activities. Additionally, the results of this study indicate that leadership and competitive intelligence have an impact on differentiation strategies as well.

 Tourists in their trips, in addition to visiting the city's sights, want to enjoy their trip by staying in a suitable hotel, and hotels also seek to provide satisfactory services to tourists, so that they can take steps to encourage tourists to visit again and promote their positive word of mouth to others. Therefore, it is necessary to conduct a research in order to provide the correct solutions to hotel managers in this direction. Therefore, the aim of the current research is the effect of multisensory marketing model on word of mouth in tourism business has been investigated through mediating variables of brand sensory experience and brand love.

 This research in terms of purpose, application and method of doing work, it is a survey. Its statistical population includes tourists staying in 17 hotels, including four and five star hotels in Mashhad. Data collection was done through a standard questionnaire and based on Cochran's formula, the minimum sample size for unknown communities is estimated to be 384 people, which in the end, in this research 387 questionnaires were collected convenience non-randomly and analyzed. Structural equation modeling method and (SPSS v.19) and (AMOS v.18) software were used for data analysis. The findings indicate the confirmation of all research hypotheses. The results show that the effect of multi-sensory marketing model on brand sensory experience, brand love and word of mouth is positive and significant, and also brand sensory experience and brand love have a positive and significant effect on word of mouth.
This research is applied in terms of purpose and due to the fact that in this research, a questionnaire is used, so this research is a survey in terms of method. Standard measures of previous studies were used to measure the variables. The construct and content validity of the questionnaire was confirmed by reviewing the opinions of management experts. The multisensory marketing model variable with 25 questions and the brand sensory experience variable with 3 questions were measured from the study of Wiedmann et al. (2018), the brand love with 10 questions and the WOM with 3 questions were measured from the study of Carrol and Ahuvia (2006). The validity of the questionnaire constructs was also evaluated using factor analysis technique. The statistical population is all tourists living in four and five star hotels in Mashhad. The non-random sampling method available and the number of samples using the Cochran's formula for an infinite population, the minimum sample size of 384 people was determined (standard deviation of the sample was 0.5 and the error value was 0.05). Therefore, about 400 questionnaires were distributed in 4- and 5-star hotels, Including hotels Qasr Talaee, Darvishi, Almas 2, Qasr International Hotel, Pardisan, Homa 1, Sinoor, Pars, Madinah Al Reza, Homa 2, Parsis, Almas 1, Almas Novin, Javad Hotel, Mino, Sarina and Ferdows Mashhad, and finally 387 questionnaires were collected and analyzed. In order to analyze the data, various statistical analysis methods such as Pearson correlation analysis were used to calculate zero-order correlation coefficients and structural equation modeling was used to examine the fit of the structural equation model with the collected data. The analysis was performed using (SPSS v.19) and (AMOS v.18) software.

 According to the obtained results, it can be said that multisensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest, its brand love and acts as an effective variable for word of mouth. In this study, special attention has been paid to the industry of 4- and 5-star hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. Also, a hotel in terms of smell, hearing, sight, taste and touch can strengthen a positive feeling and, following the experiential logic, creates a special value for the individual and, in particular, a brand image. Therefore, the findings show that in the tourism business, through the five senses, it is possible to create an experience in people that induces a positive or negative feeling, and based on this feeling, a person decides to choose or not to choose his place of residence.

 In this study, six hypotheses were developed that were confirmed. The first, second, and third hypotheses of multisensory marketing model on brand sensory experience, brand love, and wom are confirmed. In the fourth and fifth hypotheses, the effect of brand sensory experience on brand love and word of mouth was confirmed. Finally, in the sixth hypothesis test, the effect of brand love on word of mouth was confirmed. In fact, in multisensory marketing model, multisensory marketing model can enhance word-of-mouth through brand experience and brand love. According to the obtained results, it can be said that multi-sensory marketing model through the five senses and its effects on the brand sensory experience and creating a lasting experience cause a kind of interest in people that brings the highest level of interest its brand love. It works effectively for word of mouth. In this study, special attention has been paid to the industry of hotels in Mashhad, which offer a strong potential to create positive experiences through a wide range of services. It is recommended in detail to the managers active in the tourism industry, to implement a multisensory marketing model concept, they must constantly stimulate each of the senses of the hotel guests during their stay so that they can leave a lasting sensory experience of their brand on people who lead to brand love so the guests that they can contribute to the prosperity of their hotel through their word of mouth.