نشریه مدیریت بازاریابی هوشمند
سال چهارم شماره 2 (پیاپی 20، خرداد و تیر 1402)

The knowledge and innovations resulting from it is one of the most important factors of economic growth and development of any country, which is manifested in the form of knowledge-based enterprises with the management and efforts of technological entrepreneurs of the society. It requires managerial knowledge and experience and financial resources. In this way, it is very important to finance these activities in such a way that it is provided to the companies at the right time, sufficiently and in the right way; Setting up the correct mechanism in the financial system to finance innovation requires a suitable framework for policy making in this area, therefore, in addition to solving the country's financial system problems, The results of the present research showed that the financial system of innovation in Iran has not been properly formed, which on the one hand refers to the lack of proper institutionalization such as risk-taking investment and the absence of technology service companies, and on the other hand, internally formed processes with Serious issues such as lack of financial capability of knowledge-based companies at every stage of their life cycle, lack of validation area, lack of domestic market, lack of access to global markets of knowledge-based products are facing the requirements of innovative projects and companies. For this reason, we need to review the policies, institutions and financing processes of innovative projects and enterprises. 

The aim of this study is to explain a model for the development of talent management in the tourism sector and to investigate how the model factors affect each other and practical solutions for the development of talent management in the tourism sector. Therefore, due to the combined approach in the quality sector using grounded theory method and in-depth interviews with 12 experts (managers of tourism agencies and university professors who have degrees in tourism management, hotel management and tourism entrepreneurship). ) Has explained a model for the development of talent management in the tourism sector. This model consists of six main themes: 1) causal conditions (structural factors, environmental factors and behavioral factors); 2) background conditions (organizational culture, organizational maturity, organizational learning, work environment conditions and organizational perspective); 3) Intervening conditions (organizational barriers and information and motivational barriers); 4) central category (talent management and development in the tourism sector); 5) Strategies (talent search, talent assignment, talent search and talent possession); 6) Consequences (individual, organizational and extra-organizational consequences). Then, in the second step, using the technique of confirmatory factor analysis and modeling of structural equations among 300 managers and employees of travel agencies, the resulting model was fitted, validated and tested. In a quantitative stage, based on the research method, the correlation between the variables of the initial model and the coefficients of effectiveness of each in explaining the model for the development of talent management in the tourism sector was determined. Based on the statistical results of the study, causal conditions with a coefficient of 28%, background conditions with a coefficient of 25% and intervening conditions of 19% were effective on the central category, respectively. The least influence on the central category is related to the interventionist conditions and the most influence is related to the causal conditions. Also, the impact of the central category on strategies is 37%, the impact of contextual conditions on strategies is 33% and the impact of intervening conditions on strategies is 16%, which has the greatest impact on the central category. The effect of strategies in the model on the outcomes was 61%.

The unprecedented integration of social media with people’s lives has led brands to use this tool as a factor in communication with customers, but they should consider that this may also have challenges. To help brand managers and marketers, this research is aimed at presenting the pattern of influential marketing challenges in popular social media in Iran. In terms of fundamental purpose, this research among the various qualitative methods has been used Theme analysis method. The method of data collection is a semi- structured interview with a number of experts. According to a saturation we interviewed with 11 experts. After analyzing the data, 40 codes, 13 sub- themes in 6 main structures including: “Finding the suitable Influencer”, “Exposure to deceiver Influencer”, “Fake Influencer”, “The problem of decision making about control over influencer”, “ challenge of the precise measurement of influence of influencer marketing”, and “ ethical and legal challenges” were formed. Finally the pattern of influential marketing challenges in social media were drawn.

The trend of technology, changes in society and the increase in urban population and the influence of factors affecting the change and transformation of society and economy in this area have caused the employment situation to be accompanied by problems. In our country, employment legal policies with the attitude of family support are of interest, although the realization of these policies in practice faces many executive and legal obstacles. In this regard, this research has been conducted with the aim of investigating the impact of social and economic factors on employment in Iran. The statistical population of this research was taken from experts and experts in the economic and social fields, 109 people were selected by simple random method for the sample size. The theoretical foundations part of the research is taken from researches and practical articles. In this research, in order to measure social and economic factors, researcher-made closed questionnaire questions were used. The results of Cronbach's alpha test were calculated to be 0.80 for the reliability of the research questionnaire, which shows the appropriate validity of the questionnaire in the present study. In this regard, the global data bank was used to measure the variables of employment, urban population and adjusted per capita income of the government. These variables were extracted during the period of 1993-2020 and were analyzed and analyzed by regression method and based on panel data. After analysis and investigation, the result of the research hypothesis indicated that social and economic factors have a positive and significant effect on employment. Also, the variables of urbanization population and the percentage of adjusted income per capita of the government had a positive and significant effect on employment.

This research examines the effect of perceived usefulness, ease of use, enjoyment, trust and social influence on intention to use with the mediating role of consumer attitude. The research is descriptive and survey in terms of practical purpose and in terms of how to collect information. Research data has been collected through five-choice Likert questions included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The research population includes the number of solar household electricity customers in Yazd, which is 730 people. In order to calculate the required sample size for the research using Cochran's formula, 384 people have been obtained at a confidence level of 5%. The study sample was collected by available methods. The results of the research showed that the variables of the research results show that the variable of perceived usefulness on the intention to use solar household electricity with the mediating role of the attitude of the customers (0.203), ease of use on the intention to use Household solar electricity customers with the mediating role of customers' attitudes (0.228), enjoyment of the customers' intention to use household solar electricity with the mediating role of customers' attitudes (0.114), trust in the customers' intention to use household solar electricity with the mediating role of customers' attitudes (0.117) Social influence on customers' intention to use household solar electricity with the mediating role of customers' attitude (0.303), customers' attitude on customers' intention to use household solar electricity (0.190), perceived usefulness on customers' intention to use household solar electricity (0.136), ease of use On customers' intention to use household solar electricity (0.107), enjoyment on customers' intention to use household solar electricity (0.271), trust on customers' intention to use household solar electricity (0.364), social influence on customers' intention to use (0.132) Household solar electricity has a significant impact.

Target value engineering and less time to reach the operational phase without increasing costs or reducing the quality of work. The application of value engineering in construction projects due to the complexity of administrative tasks, especially in large projects, can be a tool to control management costs become unconditional. The objective is to eliminate or modify anything that causes unnecessary costs, without losing the basic functions of the plan is entered. Organizations are seeking strategies for achieving their goals with minimum cost and try to produce a customized product or provide the service. Value engineering is trying to reduce duplication and less costly alternative to assist the organization in achieving its goals aim of this study is to prioritize local projects based on value engineering process MCDM methods in the municipality of the ten city is a descriptive method in this research field is the branch. That basic information by using multiple sources of library and documentation will be completed and then in the fourth quarter data from the questionnaire using spss software and expert choice software will be analyzed. For variables that were analyzed with spss Cronbach's alpha was 0.81, and the rate of return was 96%. Jamh Mary municipal leaders and experts are ten Shiraz. Using the Delphi method. The results of the study showed that 35 questionnaires were distributed to measure the quality and accuracy of the data and information contained in the highest priority, as well as employee satisfaction and customer value engineering and effective organizational effectiveness. Therefore, organizations need to improve their focus on improving standards of value engineering, quality and accuracy of the data and information to improve employee satisfaction and to boost client.

Within the past two years, lots of organizations and governments had to develop and implement teleworking method as much as possible due to Covid-19 disease outbreak. Because of the critical nature of this subject, few organizations were prepared for implementation of the teleworking; so, this matter created lots of challenges for the effectiveness of organizations performance. This research has an exploratory approach and it answers this question: what are the most important cultural factors in the field of success and failure of teleworking in effectiveness of organizations performance. For answering this question, we used the analysis of data from semi-structured interviews with individuals in a teleworking organization. The interviewers were the employees and managers of the organization and the interview questions were asked openly and freely. for analyzing the data, we used coding with thematic analysis approach and the main themes are discussed as the main cultural factors in organizational behavior. The results show that matters such as the feeling of justice in the organization, job promotion culture, flexibility of organization and attitude towards reward and compensation of services are the most important factors from the employees' point of view that determines the success or failure of teleworking in the organization. On the other hand, the most important factors are: how to monitor employees' performance and communication in organization from the managers’ point of view.

This research examines the impact of structure and cultural awareness on strategic performance with the mediating role of competitive intelligence. Research is an applied purpose and in terms of how descriptive information is collected. Research data is collected through the five -choice Likert questions in the research questionnaire. The research society is used by Sepah Khorramabad Bank of Cochran for a limited community, with the total statistical population of over 1500 to calculate the sample size required for research using Cochran formula at a confidence level of 5 % to 306 people. The sample studied was collected in an accessible method. Research results showed that bank structure variables on strategic performance with the mediating role of planning (0.405) cultural awareness on strategic performance with the mediating role of planning (0.360) On strategic performance with the mediating role of analysis and study (0.421) cultural awareness on strategic performance with the mediating role of analysis and analysis (0.081) Analysis (0.924) Cultural awareness on strategic performance (0.080 ) Bank Structure on Strategic Performance with Communication Mediation Role (0.429) Cultural Consciousness on Strategic Performance with Communication Mediation (0.130) Bank Structure on Planning (0.405) Cultural Awareness on Planning (0.359) Structure Bank on Analysis and Review (0.177) Cultural Awareness on Analysis and Review (0.226) Bank Structure on Information Collection (0.149) Cultural Awareness on Information Collection (0.099) Bank Structure on Communication (566/ 0) Cultural awareness on communication (0.171) Planning on Strategic Performance (0.541) Analysis of Strategic Performance (0.357) Information Collect Information on Strategic Performance (0.804) Communication on Strategic Performance (758/ 0) in sh Tehran Bank of Tehran has a significant impact.