نشریه ارزش آفرینی در مدیریت کسب و کار
سال چهارم شماره 4 (پیاپی 14، زمستان 1403)

The purpose of this research is to provide a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees. The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.

The aim of the current research is to design a model for the development of women's employability capacity with an emphasis on the seventh development plan. This qualitative research was compiled using thematic analysis; In this research, using semi-structured interviews with 23 experts in the field of policy making, entrepreneurship and management, the findings were combined and the present model was designed. Based on this, by analyzing the content of the interviews using the Maxqda 2020software, the relevant dimensions and codes were extracted and the importance and priority of each was determined using Shannon's entropy technique. Based on the research approach, 34 concepts and 109 codes were extracted. Supportive policies, territorial development, skill capacities, entrepreneurship platform, explanation of women's employment document and educational system gained the highest importance coefficient. In this research, the development model of women's employability capacity was presented with an emphasis on the 7th development plan. Since a comprehensive model for women's employability with emphasis on the 7th Development Plan has not been presented so far, this research can be useful in promoting women's employment, social development and job equality.

The purpose of this research is to design a strategic model of online banking relational marketing in the fourth industrial revolution with a foundational data approach. The research method is applied-developmental research in terms of its purpose and exploratory in terms of its nature. The statistical population of the research included 11 experts from the banking industry and the sampling was done in a purposeful and snowball type. Foundation data theory was used to collect and analyze data. The data collection tool is a semi-structured interview. Data analysis and model design were done in three stages of open, central and selective coding. The findings showed that emerging behaviors and new developments in relational marketing are key causal conditions, while the development of relational marketing components, changing customer behavior and the fourth industrial revolution were identified as ground conditions. This study also showed the need for banking transformations, external disruptions, relationship management and human capital transformation, and barriers to online banking as intervenors. Tactical transformative programs in the open banking system, using customer data for banking strategy, opportunism and loyalty with a constructivist perspective were identified as effective strategies. The consequences of this model include the transformation of the banking system and new banking, investing in new forms, increasing income by aligning online services and managing relationships with virtual customers.

This main aim of this research was investigate the effect of gamification on customer brand co-creation behavior regarding the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness. The study focused on the customer base of Snapp and TAPSI brands within the city of Isfahan. Given the challenges in determining the exact number of customers and their statistical data, a convenience sampling approach was adopted, resulting in a sample size of 306 individuals. The extensive nature of the target population, combined with restricted access to the entire community, necessitated the use of this accessible sampling method. To collect data, standard and researcher-made questionnaires were used. Data analysis with SmartPLS software shows the positive and significant effect of gamification on customer brand co-creation behavior, partial mediating role of consumer engagement variable, positive moderating effect of hedonic and innovativeness, and finally confirming the moderated mediation. Findings indicate that both Snapp and TAPSI's applications incorporate elements of gamification, such as game mechanics and dynamics. Given the significant role of gamification in enhancing brand value co-creation, it's recommended to conduct a detailed analysis of how each gamification component—dynamics and mechanics—is utilized within these platforms to identify areas for improvement. Furthermore, acknowledging the influence of consumer personality traits, like hedonic and innovativeness, as moderating factors, can offer valuable insights. This understanding could guide the developers of ride-hailing applications in tailoring and evolving their platforms through the strategic use of various gamification elements, tailored to customers segmented by these personality traits.

The purpose of this research is to present a model of portfolio management in investment funds based on behavioral financial variables. The method of this research was applied and descriptive-survey according to its purpose. The participants in this research included experts who had a doctorate degree in financial management or accounting and university professors. The method of data collection was made by a researcher's questionnaire and analyzed using structural and interpretive modeling. The results showed that in the first level, the most effective components included: control of the fear of surviving profit, normalization of conservative behaviors and control of regret-avoidance behaviors. In the second level, the components influencing the first level, i.e. paying attention to self-control behaviors, having a written investment strategy, paying attention to the principles of mental accounting, and in the third level, the components influencing the second level, which include behavioral optimism and pessimism, Paying attention to risk-averse and risk-taking behaviors and controlling mass behaviors is the most effective component at the fourth level, which includes the effect of inclination. In the Mik Mak model, most of the variables were included in the link variables, which have a strong influence and also a strong dependence force.

The purpose of this research is to design an entrepreneurial government model in recruiting and selecting public sector human resources (case study: Sistan and Baluchistan province). The present research is practical and exploratory in terms of purpose; And it is specifically based on structural equation modeling. The statistical population of the research is all human resource managers and experts in government organizations located in Sistan and Baluchistan province, whose number in 2019 is about 700 people, and the sample size is based on the rule proposed by Bentler and Chu (1987). 390 people were selected by simple random sampling method. The collection tool in this research is a researcher-made questionnaire, taken from the qualitative part. In order to analyze the data, structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed that seven hypotheses out of the total of nine formulated hypotheses according to the research model, at the 5% error level, there is no evidence to reject them and it has a positive and significant effect, as well as the results of the average values ​​of common values ​​and the average values ​​of R Squares; It shows that the value of GOF is equal to 0.790, which indicates the strong fit of the model.

The aim of this research is to provide a comprehensive overview of the activities conducted in the field of brand image and to offer a scientific mapping based on international articles available in the Web of Science (WOS) database. This study, as a scientometric analysis, utilizes scientometric indicators and network analysis methods. The researcher systematically reviewed research articles published between 1977 and 2023, using VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation, the final analysis was conducted on 521 articles. The results showed that the most research was conducted in 2021 with 55 articles (13.8%), and the United States was the most active country in this field with 80 articles (20%), followed by the United Kingdom with 42 articles (10.5%) and China with 38 articles (9.5%). The focus of keywords initially centered on brand image and consumer behavior, later shifting to consumer attitude and purchase behavior. This research aims to analyze the intellectual paradigm and provide a scientific mapping in the field of brand image, based on a systematic review of articles and utilizing VOS Viewer software. Data analysis revealed that the most research in this area was conducted in 2021. Additionally, the authors with the most publications were identified, showing that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors are recognized as the most significant elements related to marketing and consumer behavior.

The purpose of this research is to investigate the identification of effective factors on the distribution strategy in the food industry from the point of view of marketing and online sales. This research is in terms of applied-developmental purpose, in terms of the method of collecting data in a qualitative form, and in terms of the research implementation method, it is a meta-composite approach. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. This research was analyzed using the scientific method of metasynthesis (metasynthesis) and by reviewing the published articles, and based on 23 selected articles, 85 indicators were extracted. Finally, 16 components were evaluated and identified, and finally the final framework was created by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, Environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance were confirmed and identified.

The purpose of the current research is to design a model of effective marketing capabilities based on communication (case study: National Drilling Company). According to its purpose, the research method is applied, and in terms of execution method, it is mixed (qualitative-quantitative) and in terms of nature and method, it is descriptive-survey, and it is an exploratory research type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection was done in the qualitative part of semi-structured interviews and in the quantitative part of the questionnaire. Coding was used in the data analysis of the qualitative part and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories of six dimensions of effective marketing capabilities based on communication, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company and external capabilities and communication as dimensions of capability. Effective marketing methods based on communication were identified.

The purpose of this research is to evaluate the role of environmental advertising on the use of eye movements towards the brand. The present research is mixed (qualitative-quantitative) in terms of applied purpose and in terms of data analysis method. The statistical population in the qualitative section includes a group of chain restaurant experts (university professors, executive managers, and consultants), which continued with the purposeful sampling method until reaching theoretical saturation (15 interviews). In the quantitative phase, chain restaurant managers were considered as the community and among them, 384 people were selected based on stratified random sampling. The data collection tool in the qualitative phase of the research was unstructured interviews with experts and in the quantitative phase, a researcher-made questionnaire consisting of 74 items. In order to analyze the data, Maxqda software was used in the qualitative phase and SPSS and SmartPLS software were used in the quantitative phase. According to the obtained results, the hypothetical relationships of the model were tested and confirmed. In this research, in the causal conditions (advertising content, environmental advertising quality and advertising features); Main contextual factors (advertising slogan, billboard elements and analysis of customers' eye movements); Intervening conditions (online advertising, advertising costs, advertising through means and mass communication); Core categories (the state of environmental advertising, the development of the impact of advertising and effective advertising on customers' intentions); Strategies (attractions of advertising message, evaluation of environmental advertising selection process) and three categories of competitive advantage, value creation and promotion of strategic marketing decisions are classified as the consequences of environmental advertising based on the use of eye tracking.

 The purpose of this research is to analyze the impact of effectiveness of media (Seda-va-Sima) advertisement on the extent of consumers’ urge to consume national commodities. In case of its goal, this research is an applied research, and is a descriptive-survey research, which has been conducted as a field work. Statistical population of the research is the population of Mashhad city. Using Cochran formula, 384 people were selected as the statistical sample. In order to gather data, a researcher-made questionnaire with 61 questions was used. Content validity of the questionnaire was approved by 15 academic and practitioner experts in the field of advertisement and media. The reliability of the questionnaire according to Cronbach's alpha was 0.824. Also, SPSS and SPLS applications were used to analyze data. Results of the research indicate that effectiveness of media advertisement positively and in a meaningful manner affects consumers’ urge to consume national commodities.

The aim of the current research is to identify the factors affecting the commercialization of the products of knowledge-based companies located in science and technology parks and growth centers. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 12 experts and specialists in the field of knowledge-based centers in West Azarbaijan province, and the samples were selected using a purposeful sampling method. Data collection was done through semi-structured interviews. To analyze the data through data-based and coding, MAXQDA software was used. The results of the research showed that the model designed was identified by 14 indicators that includes causal conditions (management factors, information factors, financial factors), background conditions (laws and regulations, technological capabilities), core category (market factors, product factors), strategies (strengthening interactions, marketing and sales capabilities), consequences (economic development, knowledge-based economy, entrepreneurship development), intervening conditions (individual factors, cultural-social factors); explaining the components of commercialization of products of knowledge-based companies.

The purpose of this research is the relationship between the factors affecting the development of industrial startups using fuzzy cognitive mapping methodology. According to its purpose, the research method is applicable, and in terms of implementation, it is …. The statistical population of the research includes 19 professional experts in industrial startups, including senior managers and their collections, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. To collect data, fuzzy Delphi technique was used to identify the components, and fuzzy cognitive mapping method was used to present the model. The results of the analysis showed that the main factors affecting the development of industrial startups include eleven variables: development competencies, human resources competencies, the organization's needs for development, attracting and retaining elites, startup brand, creating suitable opportunities, the development of elite skills, economic conditions, customer satisfaction, startup progress, and development culture. Then using the methodology of fuzzy cognitive maps, the way of relationship between these factors was explained accordingly.

The purpose of this research is to design a model to evaluate the level of digitization of the innovation process centered on artificial intelligence in knowledge-based companies, so that the digital maturity of the innovation process in an organization can be measured. The results of 188 indicators were distributed in the form of a 5-point Likert questionnaire and by Delphi method in two times among 18 experts in this field. The result of the work was 5 components as input to the model, which was sent in the form of a questionnaire to 230 knowledge-based companies of Pardis Technology Park. 198 companies completed it and sent it back. From this number of samples, 150 data were separated for training data and 48 data as model test based on a random function. In the last stage, i.e. modeling, the adaptive neural-fuzzy inference method was used for the model. The method of grid separation or lookup table (PG) in MATLAB 2023 software was used to evaluate the performance of the model using root mean square, error (RMSE) and relative error (E). This research was able to provide an intelligent model with a very low error. As a result, it was able to achieve effective indicators in the degree of digitization of the innovation process.

The purpose of the current research is to investigate the role of the perceived social responsibility of the company and the psychological mechanisms to achieve the employees' creative behavior in Electro Kavir Company of Yazd. The method of this study is applicable based on the purpose, and descriptive-survey in terms of data collection. The statistical population of this study included all employees of Electro Kavir Company in Yazd (380), among which 191 people were selected through simple random sampling as the sample size. The data collection tool in this research was standard questionnaires, the validity of which was confirmed using the opinions of a number of experts in this field, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool, and the analysis method used in this research was structural equation modeling technique. The findings showed that the perceived corporate social responsibility has a significant relationship with creative behavior of employees, emotional commitment, compassion at workplace and internal motivation of employees. Also, the variables of emotional commitment, compassion at workplace and internal motivation of employees have a significant relationship with creative behavior of employees. The mediating role of emotional commitment, compassion at workplace and internal motivation of employees in the relationship between perceived corporate social responsibility and creative behavior of employees was also confirmed. Therefore, according to the results of the research, it was found that by using the theory of social identity, the employees' understanding of the social responsibility of the Electro Kavir Company of Yazd increased the emotional commitment and compassionate actions of the company's employees, and this increased the effects of the internal motivation of the employees, and thus, the creative behavior of the company's employees increases.

The present research was conducted through the combination of previous research with the aim of presenting a comprehensive picture of the components and concepts of the drivers of the circular business model. The research methodology is qualitative with a meta-synthesis approach. Accordingly, after searching in reliable domestic and foreign databases, in the time range of 2014 to 2023 for domestic research sand 2010 to 2023 for foreign researches, a number of 97 related studies were evaluated and finally, after multiple screenings, 42 articles were selected. The findings of 42 previous studies related to the research objectives were reviewed, aggregated, combined, and interpreted by means of the seven-step model of Sandelowski and Barroso. Using the coding method, the number of 27 codes, 8 concepts, and 3 components were identified and validated through Cohen's kappa test, and the model of the drivers of circular business model was presented and drawn. The results of this research showed that a wide range of drivers can be used for transition from linear and traditional business models to circular business models and by carefully considering and understanding these drivers, it is possible to strengthen them and finally facilitate the implementation of successful circular business models. Finally, in line with the results of the research, practical suggestions are presented that can provide valuable insight to individuals and business managers and policy makers who seek to improve circular entrepreneurship and increase the entrepreneurial behavior of the society and at operational levels by actors who accompany circular entrepreneurship.

The main purpose of this research is to provide a destination branding model based on the nostalgia of the tourism industry, so the current research is in the field of applied-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. The statistical sample in the qualitative section includes 30 academic and market experts related to the tourism industry, which was purposefully non-random and finally reached theoretical saturation with the number of 30 semi-structured interviews. In the quantitative part, the statistical population includes all tourists of Tehran province in 1401, from which a sample of 384 people was selected. The data collection tool in the qualitative part includes a semi-structured interview and in the quantitative part it includes a questionnaire from the qualitative phase. Data analysis was done in qualitative method with database approach and MAXQDA 20 software. Validation of the model was done with partial least squares technique and SmartPLS software. Based on qualitative analysis, the paradigm model of research in six dimensions of causal factors (sometimes from the destination brand, destination brand image, tourist relationship management, tourist participation), background conditions (tourism infrastructure), intervening factors (host tourism culture), strategies (branding) based on nostalgia), central phenomenon (tourism brand development) and consequences (tourist travel decision) were designed. Based on the results obtained from the validation of the model in the quantitative section, it was determined that the proposed model of this research has adequate validity.

The purpose of this research is to investigate the presentation of the organizational team performance model with the approach of non-economic motives of organizational citizenship behavior in the municipalities of Tehran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of the present study includes 100,000 employees of the municipality of Tehran province, which was determined 384 people due to the large sample size using the Morgan Karjesi table. Sampling was done by simple random sampling. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. PLS software was used to fit the conceptual model of the research. The findings of the research showed that the skills, expertise and resources of the organization along with the relevant components have an impact on the competitive environment of the organization. The findings also showed that the role of skill and expertise with a coefficient of 0.462 in the competitive environment of the organization is stronger than the role of organizational resources with a coefficient of 0.390, and the model has a good fit.

The purpose of this research is to examine the components of stakeholder participation to create value in the banking industry (the case study of East Azerbaijan Agricultural Bank). This research is developmental in terms of the goal, descriptive-exploratory in terms of the type of method, qualitative in terms of the method of collecting data, and meta-synthesis approach in terms of the method of conducting the research. The statistical population of the research includes 20 experts in the field of banking and stakeholder behavior analysis. The results showed that by using the scientific method of meta-synthesis and by reviewing published articles, the articles that dealt with the topic of business process integration were analyzed, and based on 27 selected articles, 37 indicators were extracted. In this study, 1009 articles and related researches in reputable journals were selected from citation profiles in the period before 2020. Finally, 11 cases were evaluated and identified, and the final framework was confirmed and identified by applying the total opinions of the experts, the components and indicators of the stakeholders' participation as 1- activity 2- resources 3- input/output 4- goal 5- time 6- technology 7- Laws 8- Beneficiaries (owner, executive, customer, and supplier).

The purpose of this research is to design and validate value-based strategic marketing model in Iranian airlines. In terms of purpose, the current research is applicable, and is a mixed research (qualitative-quantitative), and the philosophy of this research is positivistic-interpretative with an inductive approach. The statistical population of the research in the qualitative part includes 10 marketing specialists of airline companies and university professors with trends related to the research topic, selected by the purposeful sampling method and the snowball method. The statistical population of the quantitative part also includes 520 commercial and marketing specialists of airline companies, among whom a sample size of 221 were selected using Cochran's formula, and by stratified random sampling. The data collection tool includes a semi-structured interview in the qualitative part; and a researcher-made questionnaire in the quantitative part. Data analysis was done by the data method of the Corbin and Strauss Foundation (2015) and using MAXQDA (2020) software in the qualitative part; SPSS and AMOS software were used and in the quantitative part. The research model was extracted based on identifying 1015 open codes, relating the codes to 215 concepts and 31 main categories (in 12 categories). The results of the research, in addition to presenting a comprehensive and new model for strategic marketing for Iranian airlines with a value-based approach, showed that in order to have a dynamic and successful marketing and achieve the goals of profitability, customer satisfaction and economic development of the society, Iranian airlines should adopt marketing and development strategies.