نشریه دانش کارآفرینی
پیاپی 4 (پاییز 1401)

Nowadays, in the banking industry, paying attention to the needs of customers in different sectors is one of the strategies of international banks such as Marilynch, Citigroup and HSBS. the Bank will absorb more resources. Due to the similarity of banking services and the rate of facilities and interest on Bank deposits for Bank customers, customer loyalty, especially corporate customers, requires attention to social marketing along with corporate banking.In this study, according to previous researches that existed in Science Direct database from the beginning of 2021, using the Meta-Synthesis of Qualitative research, which was a combination of previous research and expert's interview in the field of corporate banking and social marketing, to qualitatively explain the dynamic corporate Banking model, was based on new Banking technologies & social marketing was also considered. Finally, the model was designed in four dimensions and fifteen components, which are technological factors, corporate social responsibility factors, factors beyond the bank's control, and finally New banking practices were important. Due to the dynamics of the model, banks should have fifteen components including financial technology, financial technology lending, crowdfunding, cultural factors, political factors, social factors, economic factors, green marketing, disclosure of financial content in accordance with legislation, Justice in the payment of banking facilities to companies, attention to shadow banking, offshore banking, open banking, digital banking and decentralized banking according to the internal structure and internal strengths and weaknesses, as well as opportunities and environmental threats under consideration redesign and use this Model.

This research has been studied and developed for a dairy company which is under production that needs to build a new dairy powder factory to complete its production process cycle, product portfolio upgrade and to reach the desired point of production and cost. The designed capacity to produce dairy powders, including industrial milk powder and whey powder are 4200 tons per year. In order to build a dairy powder factory, it is necessary to do market studies, technical knowledge of the product, technical studies and study of project cost. For economic analysis of the plan, it is necessary to do precise calculation on fixed and variable investment costs, production costs, sales and cash flows, and finally to extract the financial indexes. In this research, the method of economic studies was based on Comfar software analysis, therefor the main target of this article is to investigate the results of economic analysis to predict the factors which are affecting the efficiency of the project. Based on the information provided in this article, the changes of systematic and non-systematic factors like the cost of project investment, changing in sales and prices of produced products and the cost of material, and inflection rate has significant impact on the rate of investment return. So the investor should be informed and consider economical indexes and parameters which are affecting investment plan in order to make the right decision.

Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutical companies. With the expansion of sanctions and banking problems, the importance of paying attention and growing the activities of pharmaceutical companies has become more and more evident, which also requires attention to branding. Alborz Pharmaceutical Company, as one of these companies that currently has about 30,000 actual customers in the country, is no exception to this rule and needs stronger branding and marketing for its business activities to improve its brand image and Its products can promote the special value of the brand, help to attract the satisfaction and loyalty of its customers. The main purpose of this study is to investigate the relationship between brand equity and brand image with customer loyalty in pharmaceutical companies.

Today, businesses use a variety of activities for sustainability, to meet the social and moral needs of customers, society and the environment and to differentiate. In fact, companies consider sustainability to maintain continuous growth in their business. Sustainability includes the economic, social and environmental responsibility of companies, and the question arises as to how they are effectively implemented.Bjective: The present study also focuses on sustainable marketing activities and its performance in brand image, trust, satisfaction and customer loyalty in dairy products. Components of sustainable marketing activities include; Economic, social, environmental and cultural factors; The mediating variables of brand image, customer trust and satisfaction and finally the brand loyalty variable are considered based on the research of Jang et al. (2020)

The collected data were analyzed using structural equation modeling and SmartPLS software and the final model was presented. The reliability of this questionnaire was obtained using Cronbach's alpha method. Structural validity was used to calculate the validity.

The research findings, while fitting the conceptual model, confirmed the effect of sustainable activities on the brand image and also the effect of brand image on trust, customer satisfaction and brand loyalty in a positive and significant way. In addition, customer trust and satisfaction have a positive effect on brand loyalty; And provides brand value to businesses.

The results provide significant implications for corporate executives and marketers in order to develop more effective sustainable management strategies and create brand value for businesses.

The purpose of this study is to analyze the mediating role of social influence transmission in the impact of digital content marketing components on word of mouth electronic marketing and viral electronic marketing of food tourism industry in Guilan province.

To measure the impact of digital content marketing components by emphasizing the mediating role of social influence transfer on word of mouth electronic marketing in the food tourism industry of Guilan province and is of a practical type.

The method of the present study in terms of nature, descriptive-survey and statistical population of this study included all tourists in Guilan province. Due to the unlimited statistical population, the population size was determined based on Krejcie Morgan table 384 people who were selected by available sampling method, statistical samples. Data collection tools and information in this study are digital content marketing questionnaires (Yi Bo et al., 2020); Electronic Viral Marketing (Joe Parkinson et al., 2019); And word-of-mouth marketing (Kwak and Kim, 2017); Their content validity was confirmed according to scientific experts and structural validity was confirmed based on confirmatory factor analysis, convergent validity and divergent validity.Resualt:In this study, normative social influence has been able to.

The findings showed that the transfer of social influence has a positive and significant effect on the impact of digital content marketing components on word of mouth electronic marketing and electronic viral marketing, which means that by increasing the transfer of social influence and improving its indicators, Expect the digital content marketing components to improve.

Determining the factors influencing tax aggressiveness level has been a major concernin the accounting field since 2000. There is no generally accepted definition of taxaggressiveness. The literature has defined tax aggressiveness as a deliberate reductionin taxable income through tax-planning activities.The purpose of this study was to investigate the impact of corporate governance and CEO compensation on the tax aggressiveness of companies listed on Tehran stock exchange. This research has been performed on 107 companies listed on the Tehran Stock Exchange during the period 1399-1393.In this study, we used panel data to test the effect of corporate governance structure,CEO compensations and characteristics on the level of tax aggressiveness.The results showed that the amount of CEO salary and corporate governance structure have a significant impact on tax aggressiveness of companies. Board size, CEO duality, and board independence have no significant effect on corporate tax aggressiveness policies.