مجله توسعه تکنولوژی صنعتی
پیاپی 52 (تابستان 1402)

Advertising is very important in the contemporary era, and among these, commercial advertising, especially after the widespread growth of communication technology and the production of new media, has a special place and as one of the marketing strategies has a tremendous impact on Consumers' behavior and how to choose them. Therefore, researchers in their research try to make it possible for organizations to benefit from this strategy. The purpose of this study is to monitor the effectiveness of Kerman Motor Company's advertising activities in the country during three years. The type of the present research is applied and the method of data collection is mixed (quantitative-qualitative). The statistical population of Kerman Motor Company customers is in three levels of the country, of which 640 people in the quantitative section and 30 people in the qualitative section. The conceptual model in this research is to measure the evaluation of Aida model ads. Information analysis methods also include qualitative and quantitative methods. Specifically, in this research, the technique of modeling structural equations with PLS approach (quantitative part) and open coding (qualitative part) has been used for data processing. The results of this study specifically show the importance of some variables such as the display of cars in public places and in the qualitative part, more practical methods for effective advertising have been identified that have no background in the research literature and are the innovation of this study.

The purpose of this research is to explain the requirements and platforms of intelligent human resources management with the approach of digital transformation. Considering the expansion of the functions of transformative technologies in businesses and the growth of knowledge measures, the necessity of explaining and designing a model of foundational components in the human resource management systems of knowledge-based companies plays a great role in their excellence. In terms of the purpose of this study, it is an applied-developmental research and it was carried out with a cross-sectional survey approach. The panel of experts to gather opinions and identify basic categories includes fourteen academic experts, human resource managers and digital transformation managers in knowledge-based companies. In order to identify the underlying categories of smart human resource management based on digital transformation using the theme analysis method and MaxQDA software, to finalize the themes using the fuzzy Delphi method and to identify the degree of effectiveness, the degree of influence and the degree of centrality and draw a graphic map using the fuzzy cognitive mapping method and We have benefited from FCMapper software. Based on the analysis, it can be acknowledged that smart strategic management has the highest degree of centrality among the variables, and then intelligent leadership has the highest degree of centrality, and regarding the highest degree of output as the most influential variable on the modeling done, it can be called strategic management. Smart pointed out. Therefore, in designing an intelligent human resource management system, it is appropriate for organizational managers and designers to pay special attention to the important role of strategic management, so that by correctly determining the philosophy and existential nature of the organization and correctly and accurately determining the organizational identity, they can help how to use other dimensions.

Using previous literature to comprehend the future of technology appears to be insufficient. Hence, as technology evolves rapidly, so must its concepts. Given the importance of basic technologies and their unique qualities, they have been regarded as highly significant. This study was conducted to analyse the notion of basic technologies, offer a primary definition, and demonstrate how it might be used in subsequent research to clarify the idea of basic technologies in the literature.To this end, a hybrid approach was adopted. The concept of basic technologies in WOS texts was studied in the theoretical section. In the field study, using content analysis and integrating Walker and Avant’s approach with the SODABI approach, in-depth interviews were conducted with 12 experts and university professors from various fields of engineering and management who had academic and executive experiences. The final analysis was carried out using the Corbin and Strauss analysis method. The content analysis framework was then presented as the foundation for the content analysis of basic technologies. Furthermore, a comprehensive definition of basic technologies was presented by determining their importance in the maturity of technology, as well as its standards and qualities. The findings of this study can provide an objective and comprehensible picture of basic technologies and their applications, paving the way for future research and shedding light on new dimensions of technology. Additionally, based on the research findings, some suggestions were offered in the conclusion.

In recent years, we have seen an increase in attention to fintech and corporate venture capital around the world. The new wave of fintech is driven by venture capitalists and not only through investments by incubating domestic projects. In the present study, in terms of purpose and data collection, it is a combination of practical and exploratory. In the qualitative part, semi-structured interviews, focus group, and expert grouping were used, and in the quantitative part, structural equations were used. The results led to the identification and compilation of 174 indicators in the research area, where more than 50% of the experts chose 94 codes, and the codes that are of the same gender were placed in a separate group. The results of examining and extracting the factors of corporate venture capital investment in the banking system based on the SIP model showed that these factors include output (output), platform (context), input (inputs) and process. The product related to the output includes the creation of non-financial value, financial value, strengthening the business and continuous strategy, strengthening the ecosystem and exploitation of complementary assets, expanding the identification and adoption of new and emerging technologies and opportunities. The results related to the platform include general favorable investment conditions, special favorable investment conditions, external environment, internal environment. The results related to input include behavior, investment, property and finance and finally the results related to the process including actions before investment, initial actions of investment, mature investment, actions during investment, communication ecosystem, risk, experience and interaction, limitations in investment, Smart management is strategic organization.

In their interaction with startup companies, venture capitalists play a role beyond providing financial resources for these companies and create value for them. The present research, using a case study method, investigated six venture investments made in the period (1393-1400) through 23 semi-structured interviews with people active in venture capital and startup companies, and the mechanisms of creating non-financial values and control and governance methods. It has been analyzed using qualitative content analysis of interviews and axial coding. The results of this research show that the creation of non-financial values of venture capitalists is generally done through six mechanisms with general external and internal approach. There are two general approaches in the control and governance of venture capitalists. In a venture investor approach, through its representative on the board of directors of the statrup company, it follows its goals and expectations and leaves the company with complete independence and authority in executive matters and how to achieve the goals. In another way of control and governance, the venture capitalist operates somewhat similar to holding companies, through active participation in the company's planning process and control and monitoring of the company's performance through regular monthly meetings. It minimizes management conflicts.

The current research was conducted with the aim of synthesizing the extensive literature on the technological transition to the fourth generation of the industrial revolution in order to provide a comprehensive and integrated framework of Industry 4.0 in the form of the automobile industry paradigm. This research is practical in terms of purpose and it was done with the qualitative method of synthesis or research synthesis. The statistical population is all the studies conducted in the period from 2017 to March 2022. In this regard, 354 researches were evaluated on the subject and finally 35 articles were selected purposefully and by analyzing the content and combining the relevant literature with the open, central and selective coding method, A total of 107 codes of 24 concepts, 7 key categories were selected and analyzed during the systematic search and combination process, and its validity was verified through Kaufman's Kappa test. The results of the analysis showed that the most important key categories identified include; resources, organizational factors, government policies, cultural factors, market, legal-protective factors and the institutional environment, which were categorized into three categories of main, contextual and environmental factors, and finally, after going through the seven stages of research, the model of technological transition to the fourth generation of the industrial revolution It was edited. This research provides a deep understanding of the existing literature on Industry 4.0 by organizing the factors affecting it and can be used in the automotive industry policy to move from old technologies to smart technologies.