فصلنامه چشم انداز مدیریت بازرگانی
سال بیست و دوم شماره 1 (بهار 1402)

Brand excellence is an index that measures the degree of uniqueness and differentiation of the brand from the perspective of customers. Due to the fierce competition among brands in the fast-moving consumer goods (FMCG) industry, as well as the rising expectations of consumers in this sector, brands seek to create distinction and unique associations to show their superiority over competitors.

In the current research, semi-structured interviews were conducted with 21 experts in the field of branding and marketing of fast-moving consumer goods (FMCG) industry in Iran. These individuals were selected by the purposive sampling method. After analyzing the data with MAXQDA2020 software, 299 open codes, 65 basic themes, 20 organizing themes, and 6 global themes were counted.

The findings of the research show that the dimensions of brand excellence in the fast-moving consumer goods (FMCG) industry include six global themes: "brand leadership", "brand intelligence", "brand ecosystem", "brand purposefulness", "brand equity excellence (brand strength)", and "dynamic marketing mix".

Based on the results of this research, it was found that the brands that are looking for excellence in the fast-moving consumer goods (FMCG) industry should pay special attention to the 6 listed global themes in their branding strategies.

Diaspora is a group with interest in the country-of-origin and familiar with the culture of the host country. Diaspora's interest in the country-of-origin is one of the available levers for the brands of the country-of-origin to penetrate the Diaspora's niche market. Diaspora's communication in the host countries is also one of the available levers for the brands of the country-of-origin to develop in the international market. This causes disagreement in the definition of diaspora marketing field. This research aims to diaspora marketing discourse analysis.

The methodological choice of research is qualitative and research strategy is discourse analysis. The research data collection technique is searching in scientific databases using selected keywords. The research sampling method is judgmental and the sample size is 24 scientific articles. The research data analysis technique is Fairclough's model of critical discourse analysis in levels of description, interpretation and explanation.

At least 2 discourses can be distinguished in diaspora marketing. The diaspora niche marketing discourse is focused on penetrating the diaspora niche market and the diaspora marketing strategy discourse is more focused on developing in the international market using diaspora leverage.

The diaspora marketing strategy discourse is more aligned with the global marketing discourse. The emergence of this discourse creates the expectation that diaspora marketing language in use frameworks follow the global marketing discourse.

The purpose of this research is to design an agile value creation model in Small and Medium Sized Enterprises in Iran. The results obtained from the interviews show that the central phenomenon of "agile value creation" includes "dynamics of supply chain management", "dynamic adaptability to the environment" and "dynamic strategies of human resources" which categories "Fusion of technology-oriented industries", "agile heart of the market" and "various values of customers" are the causal conditions. The basic conditions necessary for the realization of agile value creation in Small and Medium Sized Enterprises include: "managing the diversity of human resources characteristics", "organizational construction management", "intelligent marketing research" and "continuous adaptation of laws to market developments". be Intervening conditions in the realization of agile value creation in Small and Medium Sized Enterprises include: "human resources performance management dashboard", "intelligent management of organizational sustainability" and "diversifying nature of the market environment", which both background and intervention conditions They can have an impact on the presented strategies. These strategies include: "intelligence of the main processes of the chain", "agile empowerment of human resources", "intelligence of organizational transformation programs" and "continuous synchronization with the market" which strategy are necessary in the implementation of agile value creation in Small and Medium Sized Enterprises. If the central phenomenon is realized, we can expect the categories of "intelligence of productivity in business" and "agile visualization of the business brand" as the resulting consequences.

Abstract

Understanding and knowing how the "desire" element is formed is one of the most important aspects of studying consumer psychology. The combination of psychology and marketing can provide a more insightful understanding of the actions leading to consumer purchases. Focusing on the "unconscious" and the role of "other" in the formation of "desire", this research aims to elaborate the measure of "consumer desire" using Lacan's explanation in two imaginary and symbolic fields.

After studying the literature related to Lacan's psychoanalytical theories, the conceptualization of the dimensions, components, and indicators of the consumer's desire measure was carried out in two imaginary and symbolic fields. Then, the model and measure designed based on the data collected from the statistical population of this study, including buyers/users of luxury cars in Tehran, were analyzed by survey method.

The findings confirm that the consumer's desire at the subconscious level is influenced by the concepts that Lacan proposed in both imaginary and symbolic fields as places to define "small other" and "big other" according to linguistic rules.

The data analysis shows that the components of nostalgia, temporary bliss, fantasy, imagination, central security, and relaxation in the imaginary field, as well as the components of compliance and social identity in the symbolic field, can analyze different aspects of consumer desire.Keywords: Consumer desire, Desire, Lacan, Theory of Other, Imaginary field, Symbolic field

this research attempts to conceptualize and experimentally measure the main causes of consumers' willingness to talk about certain brands, which is referred to as brand conversation power. The current research is applied in terms of purpose and descriptive survey in terms of nature and method. This research is based on mixed research, qualitatively and quantitatively. The statistical population of the research is the experts, based on the principle of theoretical adequacy, 30 of them were selected as the research sample using the purposeful sampling method. In the qualitative part, the qualitative data were analyzed using the Atlas.ti software and the coding method, and the factors affecting the improvement of the power of brand conversation based on social networks were identified. In the quantitative part, by using the Delphi method, determining the priority of the effective factors on improving the brand's power of discussion based on social networks was done and the most important factors were determined. The results of this research show that the most important factors affecting the improvement of the power of brand conversation based on social networks are the optimization of advertising content, Ability to mentally engage the brand, influencer marketing, brand positioning strategies, and the company social network strategies.

Abstract The objective of this research was the effect of gamification on the intention of customers to buy insurance. This research is practical in terms of its purpose. The research method of this research is semi-experimental.The homogenous group was tested before the influence of the independent variable, and then they were subjected to the influence of the independent variable, and after that they were tested again. The results were compared with the results of the previous test. The statistical population of this research was the customers of the insurance company (bank employees in Mazandaran province) who answered the standard questionnaire of customers' intention to buy, consisting of 9 questions. 60 people were randomly selected and placed in two groups (30 people in each group). Finally, a simple random group was considered as the experimental group and the other group as the control group. Finally, research hypotheses were analyzed with the statistical method of univariate covariance analysis.The results of the research showed that the test group (with gamification experience) has significantly higher scores of customers' intention to buy than the control group (without gamification experience).

This research was designed and carried out with the aim of identifying the obstacles and problems of starting and developing knowledge-based enterprises in Ilam province in order to provide solutions to facilitate the business environment of knowledge-based companies. In this qualitative research, the phenomenological method was used. The participants included 17 managers of knowledge-based companies in Ilam province who were purposefully selected for the study. The data collection tool was a semi-structured in-depth interview.The results showed that the main contextual obstacles and problems of knowledge-based enterprises include "Incompatible knowledge-based investments", "inconsistency of goals and programs of higher education with knowledge-based", "stationary of the entrepreneurial ecosystem", "Weakness of institutional support", "Weakness of in-service training for employees of executive institutions", "Non-professional standardization", "Weak monitoring and inspection", "The incompatibility of laws and regulations with the nature of knowledge-based companies", "Weak enforcement guarantee of protective laws and regulations", "Weakness of educational and promotional programs", "Lack of skilled labor", "Misalignment of culture with entrepreneurship", "Dominance of the view of limited charity in government institutions" and "Weak knowledge and knowledge-based awareness". The main structural obstacles and problems of knowledge-based enterprises included "the inefficiency of the commercialization system among knowledge-based enterprises", "the weakness of networking of knowledge-based enterprises" and "the economic turmoil in knowledge-based enterprises". The main behavioral obstacles and problems of knowledge-based enterprises included "poor entrepreneurial competence in knowledge-based enterprises" and "cultural anomalies in knowledge-based enterprises".