original-application paper
Zeinab Sharifi; Naser Yazdani
Volume 2, Issue 4 , December 2022, Pages 333-349
Abstract
Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 ...
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Purpose: The present study aims to investigate the impact of social media marketing activities on the intention to buy Consumers through mediating social identity, perceived value, and consumer satisfaction.Methodology: According to the unlimited community of customers of Cinere Cosmetics Company, 384 people were selected as samples. Data were collected using Chen and Lin's (2019) research questionnaire for analysis, and its validity and reliability were assessed. This research is applied in terms of purpose and descriptive data collection. SPSS and Smart PLS software were used to analyze the collected data.Findings: The results show that social media-based marketing activities positively and significantly affect social identity, perceived value, customer satisfaction, purchase intention, persistence intention, and participation intention. Social identity and perceived value also significantly positively affect customer satisfaction. Customer satisfaction also has a significant positive effect on purchase intention, persistence intention, and participation intention.Originality/Value: The results of this study will be useful for designing a strategic marketing plan for Cinere Cosmetics. They will help managers and marketers find a strategy to increase their brand performance by defining specific factors related to the intention to buy the customer's perceived value. In addition, design the social identity of the brand.
Original Article
Akbar Bahmani; Farshid Aslani; Seyyed Reza Mousavizadeh
Volume 2, Issue 4 , December 2022, Pages 350-365
Abstract
Purpose: This study aims to explain the factors affecting the performance of businesses located in the Science and Technology Park. Therefore, by understanding this issue through Interpretive-Structural Analysis (ISA), this research seeks to design a model based on the classification and segregation ...
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Purpose: This study aims to explain the factors affecting the performance of businesses located in the Science and Technology Park. Therefore, by understanding this issue through Interpretive-Structural Analysis (ISA), this research seeks to design a model based on the classification and segregation of factors affecting the performance of companies located in the Science and Technology Park.Methodology: The present research is applied in terms of purpose, descriptive nature, and survey in the data collection method. The research methodology is a qualitative-quantitative mix in the qualitative part based on identifying factors related to business performance. The work is located in the Science and Technology Park through interviews and content analysis with the participation of 15 experts as panel members, and in a small part through the formation of a structural self-interaction matrix seeks structural and interpretive modelling in which 15 senior managers and experts from science and technology parks participated.Findings: The results show that the most important factors affecting the performance of companies in the science and technology park are creativity, effectiveness, and work interactions, which were effective indicators in the thematic analysis results.Originality/Value: The most effective factors in the performance of companies located in the Science and Technology Park are the factors of job satisfaction, job freshness, and job trust and profession.
Original Article
Abbas Khamseh
Volume 2, Issue 4 , December 2022, Pages 366-384
Abstract
Purpose: Many factors affect the firm's innovation performance, and identifying these factors can help managers better plan and manage the innovation process. MAPNA Industrial Group, as a manufacturer of power plant products, seeks to improve and enhance its subsidiaries' innovation performance to gain ...
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Purpose: Many factors affect the firm's innovation performance, and identifying these factors can help managers better plan and manage the innovation process. MAPNA Industrial Group, as a manufacturer of power plant products, seeks to improve and enhance its subsidiaries' innovation performance to gain a competitive advantage and presence in global markets. Accordingly, the present study investigated the impact of entrepreneurship, R&D internal capabilities, and R&D external collaboration on MAPNA's innovation performance.Methodology: This study is a descriptive and applied research. Data collection was done using library and field study methods. A questionnaire and interview were used to benefit from experts' opinions, including 30 managers and experts in the R&D departments of MAPNA Group. Fourteen indicators in the form of three factors of entrepreneurship, R&D internal capabilities, and R&D external collaboration, were identified. Then conceptual research model was designed, and innovation performance was evaluated using a fuzzy approach and MATLAB software.Findings: The results show that all three factors of R&D internal capabilities, R&D external, and entrepreneurship collaborations have a direct and positive effect on MAPNA Group's innovation performance, and R&D internal capabilities have the most impact, with a score of 7.44. Entrepreneurship has the least impact, with a score of 5.64. Also, innovation performance has the most impact, respectively, on the indicators of the investment in R&D software, the amount of investment in equipment and laboratories, and the percentage of R&D costs of the organization's total sales. All three are indicators of R&D internal capabilities. The level of innovation performance in the MAPNA group was 6.44, which is in the medium to high range.Originality/Value: This study proposed a conceptual model to illustrate the relationship between intrapreneurship, R&D internal capabilities, and R&D external collaboration to engender innovative performance of MAPNA.
Original Article
Sahar Taheripour; Mojtaba Azizi; Ehsanallah Eshtehardian
Volume 2, Issue 4 , December 2022, Pages 385-400
Abstract
Purpose: Although in recent years, Building Information Modeling, as an emerging technology in the Iranian construction industry, has attracted the attention of many people, the low productivity of this industry and the conditions for the realization of many benefits from implementing this technology ...
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Purpose: Although in recent years, Building Information Modeling, as an emerging technology in the Iranian construction industry, has attracted the attention of many people, the low productivity of this industry and the conditions for the realization of many benefits from implementing this technology have faced many obstacles. Implementing such technologies on national, organizational, and individual scales depends on their adoption. According to previous research in this field, unfortunately, the adoption of BIM in Iran is very slow and undesirable.Methodology: The present study obtained the BIM adoption status using the Technology Acceptance Model (TAM) by distributing a questionnaire among the first-ranked construction companies in Tehran province.Findings: The data analysis using Structural Equation Modeling showed that BIM adoption was below average in all 87 valid samples. The research findings showed that if people imagine using BIM in their minds and beliefs more easily, they think it is useful. Both of these variables lead to a greater intention to adopt BIM technology.Originality/Value: The study indicates that improving the BIM adoption status in the Iranian construction industry may be possible by strengthening individual and behavioural dimensions to further BIM adoption.
Original Article
Yazdan Shirmohammadi; Jahan Rajabi
Volume 2, Issue 4 , December 2022, Pages 401-419
Abstract
Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.Methodology: ...
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Purpose: This study aims to investigate the effect of creating individual and collective psychological ownership of the brand for customers on buying from the brand and word-of-mouth advertising through partnership goals with a modifying role of members' activities in Mahan Airlines as a case study.Methodology: This research is an applied and descriptive survey regarding purpose and method. The sampling method of this study was random, and its number was 384 people. The assessment tool in this study was a researcher-made questionnaire. Statistical analyses were performed using structural equation methods and SPSS and Smart-PLS2 software programs. We used a structural equation modelling method to determine the causal relationship between the variables.Findings: The results showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership positively and significantly affect members' participation goals. Also, the partnership's goals positively and significantly affect the purpose and intention of buying the brand and word-of-mouth advertising.Originality/Value: The study showed that self-efficacy, responsibility, belonging, personal identity, and collective psychological ownership have a positive and significant effect on the goals of participation and by modifying the type of activity of members.
Original Article
ٍEhsan Lotfi; Saeed Aibaghi Isfahani
Volume 2, Issue 4 , December 2022, Pages 420-433
Abstract
Purpose: Developing radical innovation usually involves working with new markets and technologies, which brings high uncertainty and risk. Developing personal innovations due to high uncertainty results in unforeseen problems and happenings. The motivation of employees who are in the direction of conservatism ...
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Purpose: Developing radical innovation usually involves working with new markets and technologies, which brings high uncertainty and risk. Developing personal innovations due to high uncertainty results in unforeseen problems and happenings. The motivation of employees who are in the direction of conservatism rather than innovation is an important challenge in the growth of big corporates. This study examines how managers motivate individuals to innovate radically. Therefore, managing the motivating factors of the individual sector has an important contribution to radical innovation capability. Methodology: This research presents a theoretical model of managing personal motivation in individual innovation development. The model is tested and analyzed by investigating four present companies.Findings: The findings show managers can impact the initial level of individual motivation and affect development tasks' success by assigning external aims and providing organizational support. These methods could be found at different levels: personnel, project teams, and the organization.Originality/Value: Based on this study, it can be said that using skills and abilities in performing job tasks and promoting functional innovation is effective.
Original Article
Azadeh Shemshad; Mohsen Imeni
Volume 2, Issue 4 , December 2022, Pages 434-446
Abstract
Purpose: The present study was conducted to gather evidence to investigate the relationship between cash holdings, firm value, and financial performance of companies' constraints in financing the Iranian capital market.Methodology: This study was investigated for 91 companies (number of observations ...
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Purpose: The present study was conducted to gather evidence to investigate the relationship between cash holdings, firm value, and financial performance of companies' constraints in financing the Iranian capital market.Methodology: This study was investigated for 91 companies (number of observations 728) in 8 years between 2012 and 2019. Also, panel data regression was used to test the relationships between variables.Findings: The results indicate a nonlinear relationship between cash holdings and performance, and this relationship is inverted U-shaped. Also, this relationship has existed with the performance variable (ROE) as an alternative variable. This study shows a negative relationship between the non-optimal level of cash holdings and financial performance. The results indicate that companies with financial constraints hold cash holdings, which will reduce financial performance.Originality/Value: Evidence of a nonlinear relationship between firm performance and cash holdings under company-specific conditions gives managers and investors the insight to examine the performance of companies, future value, and how they make decisions in certain circumstances, such as financial constraints for companies
