پژوهشنامه بازرگانی
پیاپی 108 (پاییز 1402)

The optimal participation and promotion of countries in global value chains depend on the government policies regarding infrastructures for production and other related fields, the alignment of currency and trade policies, the approaches interaction with other countries, and the necessary supporting policies. The upcoming research was carried out to design a model of government policies to promote Iran’s participation in the global value chain, given that there is no comprehensive previous research in this regard. For this purpose, using the qualitative method and the Grounded theory, a semi-structured in-depth interview was conducted with experts using the snowball method. Then the process of coding resulted in 180 codes, axial coding resulted in 72 items, and selective coding resulted in 23 items in the form of 6 achievements central phenomenon. These include: creation of value from comparative advantage, causal conditions including the creation and development of domestic value chains, strengthening soft and hard infrastructures, exporting value-added goods, localization, and diagnostics, facilitating and coordinating role of the government, unity command in policy-formulation and policy-making, resource management, using regional  capacities. The strategies include: positioning and seeking a share in the global value chain, using the special knowledge capacity and experience of experts, using the special logistic capacity and creative strategies in the promotion, participation of powerful private sector, investment in the development of labor-intensive and service  industries, improvement of economic diplomacy, future research and planning according to the global value chain trends. Background conditions include: Governancereform, support and creation of competition, and alignment of currency and trade policies. Intervening factors include: sanctions and underdevelopment of domestic  economic capacities. Finally, consequences include balanced development and technological authority. The results of this research can help policy makers to formulate  trade policies according to the future trends of world trade.

During the spread of COVID-19, pharmaceutical businesses experienced fundamental changes in their usual sales and organization. These changes forced the active businesses in the industry to review the common methods of information and advertising, and highlighted the necessity of using digital advertising in product marketing. The paradigm shift has made many of the common models in digital advertising ineffective, and on the other hand, created the need to develop a model based on internal requirements which is suitable for the post-COVID era. The research was conducted with the Grounded Theory Approach and based on the review of the research literature along with the analysis of opinions of drug industry experts and digital advertising experts as well. The data was collected using the interview protocol and its validity and reliability were confirmed. This research has recognized that the realization of digital advertising in the post-COVID era requires the existence of preconditions. Digital advertising includes constructs of content production, message personalization, message presentation, digital media, physical advertising tools, validation of reference groups, payments, message type, media management, event creation, audience segmentation strategy, digital marketing knowledge management, competitive analysis and target audience management. These lead to the expected results under the influence of contextual and intervening factors and using practical strategies.

Considering Iran’s potential in producing agricultural products and reasonable quality of these products, promotion of exporting these products can contribute to economic development. The purpose of this research is to identify the influencing factors on improving the ability to export agricultural products to the South Caucasus region. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research includes 18 experts and managers of exporters of agricultural products in East Azerbaijan and Ardebil provinces who had a history of exporting to the South Caucasus region. The tools of information gathering were interviews and questionnaires, and semi-structured interviews were used to identify the categories and questionnaires were used to validate the model. To investigate the validity of the qualitative part, the Cressol model was used along with content validity, intra-coder and inter-coder reliability. Content validity and retest validity were used in the quantitative part. In the qualitative part of the data analysis method, the data theory approach was the basis, which was compiled with MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall’s correlation test. The results of the research include presenting a model 8consisting of causal, background and intervening conditions, along with introducing the central phenomenon and proposing strategies for developing the capabilities of exporting agricultural products to the South Caucasus region and identifying its consequences; Therefore, in order to develop export development capabilities, managers must take into consideration the driving factors such as product prices, geographical distance, the opportunity to earn profit in the target market, etc. And by considering the cultural and environmental factors, tastes and preferences of consumers, they can help to achieve results such as profitability, economic development, importing foreign currency and increasing the competitiveness of products.

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The most important relative advantage of Iran’s economy has long been the export of crude oil and natural gas. Due to the raw nature of these products, specialization in the production and export of these products will not have a significant effect on the sustainable economic growth of Iran’s economy. One of the solutions to this problem, is to infiltrate the downstream industries of these products, the most important of which is the development of the petrochemical industry. In this study, an attempt has been made to examine Iran’s export opportunities in the petrochemical industry to four member countries of the ECOTA trade agreement, including Afghanistan, Pakistan, Tajikistan, and Turkey, using the integrated approach of the economic complexity-decision support model. The results of the research show that Iran’s most attractive export opportunities exist in the market of Turkey and then Pakistan, most of which are related to the export of crude oil and natural gas or other upstream products of the petrochemical industry. In the intermediate and downstream products of the petrochemical industry, Iran has a good export performance in the world market, but has not been able to penetrate well in the mentioned countries. The results of the research show that these products also have a significant market in Turkey and Pakistan, which also their tariff rate is less than 5% on average. Based on this, there are potential export opportunities for developing the export of middle and downstream products in the market of these countries.

Alliances can be a very effective way to gain new strategic opportunities, However, a high percentage of strategic alliances fail and do not come to fruition. One of the areas where the present partners have many challenges and mainly the governing structure is not very stable, is the alliances made by industry and university. This research seeks to identify and stratify the factors affecting the stability and stability of strategic alliances between industry and university. The statistical population of the research is divided into two parts; the first part includes all the accepted articles in reliable databases. For the second part 18 university faculty members from the country’s public universities who had a history of implementing research projects, were selected. The methodology of the research is based on multiple grounded theories in the first part, and interpretive structural modeling is used in the second part. In the theoretical part, three main themes were identified, which are: human resource management, structure and ownership, and industry. In the second part of the methodology, these factors were localized in the context of industry and universities in Iran, and  15 themes were selected as the main themes in the sustainability of the alliances. Finally, according to the ranking of the themes, highest level belongs to the sustainability of the alliance and the lower levels belong to intangible outputs and distinct and inconsistent goals.

Despite the importance of brand and branding for companies and organizations, some factors can lead to value decrease and destruction of the brand’s image in the eyes of customers. One of these factors is brand violations that company managers should always seek to control and adjust these types of violations in order to prevent damage caused by them. Therefore, the present research was conducted with the aim of studying the types of brand violations and identifying consumers’ reactions to them. This research is applied in terms of purpose, and in terms of data collection method it is survey and exploratory, and it has a comparative and inductive research philosophy. The statistical population of the research consists of experts including marketing managers of food companies whose sample members were selected using the purposeful sampling method, based on the principle of theoretical saturation. The data collection tool is interview in the qualitative part and questionnaire in the quantitative part. The validity and reliability of the tools were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and test-retest reliability for the questionnaire respectively. In this research, content analysis and coding methods were used in the qualitative part and fuzzy cognitive map method in the quantitative part for data analysis. The findings of the qualitative part include identifying the types of brand violations and consumers’ reactions to them, and the findings of the quantitative part are the prioritization of these factors. In this regard, the most important brand violations in the food industry are brand production violations in the form of violations before production and violations in the production process, which is shown in the form of using low-quality raw materials, supplying non-standard goods or services, violation in the assembly process and using expired raw materials. Also, the most common behavioral reaction of consumers is shown in the form of brand hatred and brand disgust.

One of the objectives of the land use study is to eliminate the imbalance in the distribution of activities in order to develop sustainable employment in the country. The country’s industries have grown inharmonic at different regions, and all of them  shows the necessity of adopting appropriate policies and incentives for all kinds of regions in the country.One method to deal with menthend problem is regionalization of the country; By dividing the country into smaller parts, it is possible to implement and monitor programs for each part more accurately.In this research, taking into account 12 indicators affecting employment and  underdevelopment, the country’s cities were divided into four regions with different industrial and commercial development statuses, so that appropriate  employment policies and industrial policies can be proposed in each region.Based on the results of this research, more than 51% of the country’s cities are  categorized in the deprived and underprivileged areas, which require special  incentives to motivate investment; Also, 16% of the country’s cities are classified in a region that requires adjustment policies in the employment balance of the region, which leads to an increase in the depth of the labor market and