@article { author = {}, title = {Letter from the Editor - in – Chief: Narrowed and Focused Topic}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {1-2}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2019.70067}, abstract = {}, keywords = {}, title_fa = {سخن سردبیر: تحدید موضوع پژوهش}, abstract_fa = {یکی از مشکلات پژوهش در ایران، عام و کلی بودن موضوعات تحقیق است. عنوان‎هایی مانند «طراحی مدل جامع برای.....» یا «عوامل مؤثر بر صادرات ایران»، نمونه‎هایی از موضوعات کلی و عام است که هر چند به خروجی[1]  می‎رسند، اثری[2] برای سازمان، جامعه و کشور ندارند. معمولاً نتایج این تحقیق‎ها از قبل مشخص است و به پیشنهادهای کلی و عامی منتهی می‎شوند که در کتاب‎های درسی یا نوشته‎های قبلی نیز وجود دارند و بدون تحقیق هم می‎توان به آنها دست یافت. اگر نتایج این‎گونه تحقیقات را در اختیار هر تصمیم‎گیری قرار دهید، احتمالاً می‎گوید «این‎ها را که خودم هم می‎دانستم!». [1]. Output [2]. Impact}, keywords_fa = {سخن سردبیر,تحدید موضوع پژوهش}, url = {https://jibm.ut.ac.ir/article_70067.html}, eprint = {https://jibm.ut.ac.ir/article_70067_f2bacbac8a04ea8e6af3a3dc8ca50079.pdf} } @article { author = {Lavaei Adaryani, Rasool and Kalantari, Khalil and Asadi, Ali and Alambeigi, Amir}, title = {Content Analysis of Business Cooperatives Theories Emphasizing Network Functions}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {3-24}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.261256.3125}, abstract = {Objective As an organizational strategy, networking has a variety of functions for network activists. Such functions begin with the flow of resources and information and finally result in economic benefit for the network members. Accordingly, numerous theories considered business cooperatives in the form of networks and multiple links which is of great importance in perception of network functions and benefits. In fact, companies seek inter-firm cooperatives in order to be able to obtain knowledge resources outside the firm, new technologies or markets, and probable benefits from the joint research and development activities. In addition, companies try to reduce the risks of conducting activities beyond the capabilities of a single firm. Existing theoretical and empirical opinions in the area of networking show that sharing knowledge, improving performance, sharing resources, building trust, clarity, and promoting market status are among networking functions for organizations and companies. Moreover, some theories investigate organizational relationships from economic point of view highlighting resource sharing. Meanwhile, view point and analysis provided by each theory (as a result of the combination of resources and inter-organizational relationships) is different from the others. In this respect, the main objective of the present study is to determine the networking functions from the perspective of six theories including Transaction Cost, Merge and Acquisition (M & A), Resource Dependence Theory, Agency Theory, Resource-Based Theory, and Strategic Alliance.   Methodology The present study is a qualitative content analysis study based on inductive approach. Using snowball and theoretical sampling techniques, 41 articles pertinent to the target theories were selected from 25 journals and analyzed based on qualitative method. Data analysis was initially started by identifying meaning units, and then, by choosing meaning units, coding, forming of subcategories and categories, and extraction of the themes were pursued. To ensure validity and reliability, triangulation and investigator triangulation techniques were used.   Findings Within content analysis approach, following selection of the analysis unit and meaning units, explanatory themes including “obtaining the resources and improving the competitive advantage”, “developing control capabilities and improving management structure”, and “adjusting capacities and diversification” in the firms were identified. The first theme indicates that in order to reduce their costs and obtain competitive advantage in production and marketing, firms tend to apply networking. This theme is highlighted within merger and acquisition viewpoint, whereas agency viewpoint does not consider such a theme. It is also noteworthy that resource dependent theory partly focuses on this theme. The second theme indicates that within networking procedure, firms can enhance their power on scarce resources and reduce the competitiveness through convergent management with network activists. Such a procedure will lead to governance development within the network. “Reduction in competitiveness and governance development” are of utmost importance in this theme. In fact, this theme is applicable within three theories of dependence, strategic alliance, and agency theory. In general, resource dependence theory is much more involved in this theme compared to other theories. The third theme reflects the fact that there are some extra capabilities in some organizations and firms which are intact in production and service providing processes. On the other hand, some firms lack necessary capabilities to retain their own part in the market. Therefore, it is crucial to balance such capabilities through the analysis of inside conditions and inter-relationships between the firms. It means that the activists tend to evaluate their capabilities and their competitors and active allies in the market to build and diversify their relationships. Accordingly, diversification is considered as the main by-product of balancing capabilities. Diversification occurs in two different levels of activist and resources. In fact, organizations and firms attempting to gain new resources, to find other institutional allies so as to ensure future capacities and to reduce uncertainties by balancing capabilities. This theme includes diversification through networking, relationship analysis, and internal-external capabilities analysis which are equally shared among different theories. In general, the results showed that some theories of relationship and networking are merely economic-based, while others are multi-dimensional encompassing issues of transactions and activist diversity. Moreover, merge and acquisition theory and resource dependence theory can explain networking functions more appropriately.       Conclusion Theory of merger and acquisition and theory of strategic allies have considered the interactive and economic roles of the networks in a mixed and balanced way. In addition, agency theory is not focused on organizational communications and networking in comparison with other theories, and does not work well in explanation of networking functions. Generally, this study significantly focused on the content and principles of explanation and synthesis of selected theories in selection of the scientific papers and did not consider related critical approaches. Hence, it is suggested to investigate critical approaches in future studies.}, keywords = {Network functions,Cooperation theories,Organizational network,Content analysis,Business}, title_fa = {تحلیل محتوای نظریه‎های مبتنی بر همکاری کسب‌وکارها با تأکید بر کارکردهای شبکه‎سازی}, abstract_fa = {هدف: شبکه‎سازی، نوعی استراتژی سازمانی برای کنشگران شبکه به‎شمار می‎رود و کارکردهای متعددی دارد. این کارکردها که با محوریت جریان منابع و اطلاعات آغاز می‎شوند، در نهایت به منافع اقتصادی برای عناصر شبکه منجر خواهند شد. بر این مبنا، نظریه‎های متعددی با همکاری‎های کسب‌وکار در قالب شبکه‎ها و پیوندهای چندجانبه توجه کرده‎اند که این توجه برای درک کارکردها و مزایای شبکه حائز اهمیت است. در این راستا، هدف اصلی تحقیق حاضر تبیین کارکردهای شبکه‎سازی از زاویه ‎دید شش نظریه شامل هزینه مبادله، ادغام و اکتساب، وابستگی منابع، نمایندگی، محوریت منابع و اتحادهای استراتژیک بود. روش: این مطالعه با رویکردی استقرایی و با استفاده از تحلیل محتوای کیفی هدایت شد. با بهره‎گیری از تکنیک‎های نمونه‎گیری گلوله برفی و نظری، 41 عنوان مقاله با محوریت نظریه‎های نام‌برده انتخاب و به روش کیفی تحلیل شدند. یافته‎ها: در رویکرد تحلیل محتوا، پس از انتخاب واحد تحلیل و واحدهای معنایی، مضامین تبیین‎کننده کارکردهای شبکه‎سازی تحت عنوان «کسب منابع و بهبود مزیت رقابتی»، «توسعه قدرت کنترلی و بهبود ساختار مدیریتی» و «تعدیل ظرفیت‎ها و متنوع‎سازی» در شرکت‎ها شناسایی شدند. نتایج نشان داد، برخی از نظریه‎ها در خصوص ارتباط و شبکه، دیدگاه اقتصادیِ صرف داشتند، در حالی که برخی دیگر با نگاهی چند بعدی به موضوع مد نظر پرداخته و مقولاتی همچون تعاملات و تنوع کنشگران را نیز مورد توجه قرار داده بودند. به‌طور کلی، نتایج نشان داد که نظریه‌های ادغام و اکتساب و وابستگی منابع به‌طور مناسب‌تری مضامین تبیین‌کننده کارکردهای شبکه‌سازی را توضیح می‌دهند. نتیجه‎گیری: دیدگاه ادغام و اکتساب و نیز اتحادهای استراتژیک از جمله نظریه‎هایی محسوب می‎شوند که به نقش‎های ارتباطی و اقتصادی شبکه‎ها به‎صورت آمیخته و متوازن توجه کرده‎اند. به‎طور کلی، تحقیق حاضر برای انتخاب مقالات مورد مطالعه، به‎طور چشمگیری بر محتوا و بنیان‎های آن در تبیین نظریه‎های نام‌برده متمرکز شد و بر این اساس، دیدگاه‎های انتقادی مربوط به این نظریه‎ها مورد توجه قرار نگرفت؛ از این رو، لازم است در مطالعات آتی رویکردهای انتقادی در این باره مد نظر قرار گیرد.}, keywords_fa = {کارکرد شبکه‎سازی,نظریه‎های همکاری,شبکه سازمانی,تحلیل محتوا,کسب‌وکار}, url = {https://jibm.ut.ac.ir/article_69938.html}, eprint = {https://jibm.ut.ac.ir/article_69938_340415ff9b315836e58d8496fb3868a3.pdf} } @article { author = {Shah Hoseini, Mohamad Ali and Heidari, Ali and Aarabi, Seied Mohamad and Ghaderi Kangavari, Sadegh}, title = {Developing a Management Model for R&D Strategic Alliances in Automotive Industry in Iran}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {25-44}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.258526.3065}, abstract = {Objective Strategic alliances are commonly used in industries with high levels of technology and dynamism, including the automotive industry. The reasons for the high level of attractiveness of strategic alliances in the automotive industry are the industry's advanced structure and the ability to predict market demand and the importance of efficiency in high production volume in the industry. In the automotive industry, research and development is one of the most important sectors that is of great interest. R & D strategic alliance with the distribution of risk between the parties, the creation of learning environments, the transfer of knowledge and technology, and the management of heavy costs of research and development plays a critical role in today's competitive environment and the complex environment of the automotive industry. This alliance consists of three general stages of deployment, management, and evaluation. Since there is a deep research gap in the strategic alliance for R & D, this article seeks to provide a model for management of strategic alliances in research and development in the automotive industry. The present study aims to respond to the following question: “What factors are involved in the management of R & D alliance in the automotive industry?” and “what are the influential factors on the management of alliances?”   Methodology In this research, grounded theory was used to design the model. Judgmental and snowball sampling were used to find the experts in the automotive industry. After conducting ten interviews and taking into account logical theoretical sampling, theoretical saturation was achieved.   Findings The characteristics of the automotive industry in Iran highlight the requirements for the formation of R & D strategic alliances and also confront barriers that need to be identified and eliminated to facilitate the formation of strategic alliances. One of the most important obstacles to the formation of strategic alliances is the weakness of the country's technical knowledge. Providing the appropriate conditions for the formation of such alliance involves a proper understanding of the strategic, motivational, legal and technical aspects of the issue which can reduce the management problems of the R & D alliances and facilitate the management of the situation. The transfer of technical knowledge in the strategic alliances of research and development has been one of the key issues that has always been taken into consideration by local experts, and perhaps this is one of the most important motivations for R & D alliance. In order to manage the alliance more efficiently, mutual trust is extremely important. Accountability, reliability and understanding of each party’s conditions are extractive concepts. The findings of this research show that cooperation with reliable local universities in general and industrial universities in particular has always been the subject of attention by internal managers to design different parts and particles. On the other hand, cooperation with automotive companies from other countries including Italy, Germany, Japan and South Korea has also been successful. Co-operation with the companies involved in the segmentation and supply chain has also been remarkable. Variables in the macroeconomic environment of the country, including the conditions of political stability or instability, the improvement of the complex economic situation, building trust for foreign parties, the supportive role of the government of the automotive industry, strategic alliances and cultural issues are considered as other important issues that can affect management of strategic alliances in the research and development. The extraction of three key concepts of exchange of knowledge and information, effective communication, and the way to collaborate in alliance are also found within this study. According to the obtained data, it can be stated that the contract-based and share-based alliance are more commonly used by local companies.   Conclusion This research can address all R & D managers and experts who intend to manage R & D strategic alliances. These managers can take advantage of the proposed model to consider all the important factors affecting the management of such alliances and gain a comprehensive overview respectively. Identifying the motivations of the other party and understanding the strategic and technical issues are crucial for the continuity and success of the alliance. On the other hand, having mutual trust is another important factor affecting the management of strategic research and development alliances. This trust must be strengthened by the management team through different practices so that it can perfectly address the managerial challenges such as conflict management, negotiation, control and effective relationships. Understanding and predicting macroeconomic variables and determining the type of alliance can also be effective in an efficient management.}, keywords = {Strategic Alliances,Research and Development,Automotive industry,Coding,Grounded theory}, title_fa = {ارائه مدلی برای مدیریت اتحادهای راهبردی تحقیق و توسعه در صنعت خودروی کشور ایران}, abstract_fa = {هدف: پژوهش حاضر با هدف کشف مقوله‌های تأثیرگذار و تعیین روابط این مقوله‌ها در مدیریت اتحادهای راهبردی تحقیق و توسعه صنعت خودروسازی کشور ایران انجام شده است. روش: در این پژوهش برای طراحی مدل از روش‌شناسی نظریه داده بنیاد استفاده شده است. از نمونه‌گیری قضاوتی و گلوله ‌برفی برای یافتن خبرگان صنعت خودرو بهره گرفته شد و پس از انجام 10 مصاحبه و با در نظر گرفتن منطق نمونه­گیری نظری، اشباع نظری حاصل شد. یافته‎ها: نتایج پژوهش نشان داد، مقوله محوری مدیریت اتحاد شامل مدیریت روابط و تعاملات، تعارض، مذاکره و کنترل است. مقوله‎هایی همچون متغیرهای محیط کلان و ویژگی‎های صنعت خودروی کشور و مقوله‎های خُردی از قبیل شرایط شکل‎گیری اتحاد، نوع اتحاد و اعتماد متقابل از جمله مهم‌ترین مقوله‎های تأثیرگذار بر مدیریت اتحادهای راهبردی شناخته شده‌اند. نتیجه‎گیری: یافته‌های این پژوهش حاکی از آن است که برای موفقیت مدیریت اتحادهای راهبردی تحقیق و توسعه در صنعت خودرو، طرفین باید به کلیه مقوله‌ها و زیرمقوله‌های شناسایی شده در این پژوهش به‎دقت توجه کنند و در خصوص هر یک از آنها اطلاعات لازم و کافی داشته باشند.}, keywords_fa = {اتحادهای راهبردی,تحقیق و توسعه,صنعت خودرو,کُدگذاری,نظریه داده بنیاد}, url = {https://jibm.ut.ac.ir/article_69939.html}, eprint = {https://jibm.ut.ac.ir/article_69939_7b85df6336d49c1ec8ba59f13fd902c0.pdf} } @article { author = {Nazari, Mohsen and Keimasi, Masoud and Ghodselahi, Ahmad}, title = {Designing a Model for Competitive Advantage in Electronic Banking Applying Grounded Theory}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {45-62}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2017.236608.2660}, abstract = {Objective During the last decade, electronic banking systems are steadily replacing classic banking systems which have led to a major shift in the nature of business within banking systems toward electronic banking. In this regard, banks try to promote the quality of their services based on electronic banking in order to improve their competitive power in banking market and maintain their competitiveness. Due to the competitive banking market in Iran, identifying banking competitive pattern in electronic banking can lead to an improved status in their services and exchange of values to their customers. Investigating competitive patterns of an organization, one can explain why firms are different, how they work, what their strategies are, and how they are managed. Therefore, in the present study, we aim to respond to the crucial questions of “what factors are influential in obtaining competitive advantage in electronic banking and which model is more efficient to reach such a competitive advantage”. The main purpose of this study is to identify electronic banking competitive model in order to determine how one can reach competitive advantage within banking industry in Iran, a model by which one can plan for allocation of efficient resources to help improve electronic banking in a way that competitive advantage occurs through improvement in organizational functioning.   Methodology The present qualitative study uses grounded theory modeling as a systematic approach to analyze complex and multi-dimensional issues. Expert managers in banking industry were considered as the research population. Theoretical sampling was used to select the sample size. Finally, 12 experts were involved in in-depth interviews. The data were then coded and classified and main concepts and issues were extracted. Then, the existing relationships were classified in the form of a researcher-made theoretical framework. Accordingly, data analysis was conducted using three coding approaches (open, axial and selective coding).   Findings The present study investigated the development of payment and transaction instruments as a crucial requirement for the main purpose of the study. Data analysis highlighted development of such instruments in order to obtain competitive advantage in electronic banking as a channel to provide services to the customers. To do so, software infrastructure capable of providing fast and error-free services to the customers is of high importance which has been observed in the literature. On the other hand, some studied have investigated software infrastructure to create values for the customers which is included in the present study in a more comprehensive manner. The missing point in the previous studies was the idea of independent chain of value which is particularly effective in obtaining competitive advantage in Iran. Considering banks as a holding with some sub-categories of companies that is capable of creating a chain of values in the banks can make it hard for the opponents to compete. On the other hand, the value proposed by the bank value chain, including different business expertise, increases the costs of changing the organization for the customers. Within this chain of values, IT-based firms focusing on creating independent integrated banking system and providing updated software can act as an important force in gaining competitive advantage. This can add innovation and distinctiveness in the services provided by banks. According to the literature, innovation and creativity as competitive advantages are considered as crucial requirements to obtain competitive advantage, particularly in the area of electronic banking which can increase customer attraction and improve their enthusiasm to use bank’s services. Moreover, bank’s identity is considered as an effective factor in gaining competitive advantage which was previously observed in the literature as focusing on marketing advertisement. Beside marketing advertisement, brand’s visual identity (bank name and logo) is considered as a provocative factor in attracting customers to use the bank services.   Conclusion Distinctiveness and market attraction are considered as the main strategies in order to create functional agility. Based on the service-based nature of banking industry, human capital knowledge plays an important role with this regard. The crucial point is the degree of organizational relationships between banks and service providers (such as municipality, tax affairs organization, oil companies, and etc.). This will help providing exclusive electronic services for banks which in turn result in improvement of electronic banking services (as a strategic advantage for an organization). Finally, banking business lines should also be taken into account as a supplementary factor. Improving electronic banking is not possible unless banks improve their micro banking services, private and institutional services. Improving electronic banking is tied to improvement of banking services at the same time. As a result of implementing these strategies, banks can provide customers with an electronic banking market increases the profitability of the bank services and decreases the costs for the customers. Providing services through electronic banking can help banking beneficiaries gain extra values.}, keywords = {Electronic banking,Competitive Advantage,Competitive value,Value creation,Grounded theory}, title_fa = {مدل‌سازی کسب مزیت رقابتی در بانکداری الکترونیکی با رویکرد مفهوم‎سازی بنیادی}, abstract_fa = {هدف: تبیین مدل رقابتی بانک‎های تجاری کشور در زمینه بانکداری الکترونیک، بر اساس الگوی تحلیلی رقابت و رقابت‎پذیری بانکداری الکترونیک، هدف اصلی و اساسی این پژوهش انتخاب شده است. روش: روش پژوهش حاضر از نوع روش‎ تحقیق کیفی است. در این پژوهش از روش مفهوم‎سازی بنیادی به‎عنوان روشی دقیق و نظام‎مند برای بررسی مسائل پیچیده چندوجهی بهره برده شده است. جامعه آماری پژوهش نیز مدیران خبره صنعت بانکداری در نظر گرفته شدند که اشراف کاملی بر بازار رقابتی ایران و عملکرد بانکی در این بازار داشتند. یافته‎ها: با توجه به روش پژوهش، فرایند کدگذاری و طبقه‎بندی بر اساس سه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام گرفت که خروجی‎های این سه مرحله در قالب نکات کلیدی، کدها، مفاهیم و مقولات ارائه شد. داده‎ها در حین و پس از گردآوری چندین مرتبه بررسی شدند و با شناسایی نکات کلیدی، کدهای مرتبط احصا شد که در مجموع 256 کد (برچسب) از داده‎های گردآوری شده، به‎دست آمد و از طریق منطق کدگذاری تبدیل به 63 مفهوم و در نهایت 22 مقوله در رابطه با موضوع اصلی پژوهش شد. نتیجه‎گیری: بر اساس مدل پژوهش، کسب مزیت رقابتی در بانکداری الکترونیک، تنها در گرو توسعه ابزارها و کانال‎های ارائه خدمات الکترونیک نیست، بلکه توسعه ابزارها بخشی از این فرایند است و عوامل دیگری نیز در این فرایند نقش اساسی دارند. بنابراین توسعه همزمان ابعاد نرم و ابعاد سخت مدل، می‎تواند هم‎افزایی اجزای مدل را ارتقا دهد.  }, keywords_fa = {بانکداری الکترونیک,مزیت رقابتی,ارزش رقابتی,ارزش‎آفرینی,مفهوم‌سازی بنیادی}, url = {https://jibm.ut.ac.ir/article_69940.html}, eprint = {https://jibm.ut.ac.ir/article_69940_11733e57e03a882223a8818d7952088e.pdf} } @article { author = {Shirzad, Mansour and Abooyee Ardakan, Mohammad and Nazari, Mohammad Ali and Gholipour, Arian}, title = {Cognitive Neurological Investigation of Organizational Leaders’ Brain in the Strategic Thinking Activity: How to Design Cognitive Tasks for a Quantitative Electroencephalography (QEEG) Based Approach?}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {63-86}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.263731.3178}, abstract = {Objective Over the past two decades, several conceptual models have been proposed for strategic thinking, but few tools have been developed to measure and study strategic thinking at the individual level. Neuropsychological techniques, as they have been used to study and measure the creative thinking over the past few decades, can help us in studying strategic thinking. In this paper, at first, conceptual models and different dimensions of strategic thinking and its measurement methods are reviewed. Similar researches in the field of creativity conducted using neurological approaches and brain imaging tools can be considered as a good guideline to help doing such a research. To study the function of the brain, it is necessary for the person, under investigation, to be given a cognitive assignment in order to think about it. While thinking about that assignment, their brain function can be studied, so the characteristics of cognitive assignments are described for the study of strategic thinking, and cognitive tasks for such studies are proposed to be selected within the field of electroencephalography. Finally, the results of a laboratory study are reviewed and the results will be analyzed.   Methodology The present research is a part of a comprehensive fundamental research. This research is descriptive and exploratory in nature and a pilot project was designed to collect and analyze the data. Due to the nature of the subject, the present research is a type of pilot project in which the dependent variable (brain wave patterns) has been studied after providing an independent variable (strategic thinking). The present study describes how to design cognitive assignments to study strategic thinking by reviewing the literature on strategic thinking and research on creativity in electroencephalography, and then, as a preliminary study in a laboratory research, examines strategic thinking and presents its results. A sample size of ten managers and middle managers from a nongovernmental educational center has been selected based on availability factors and brain imaging was done within two states of relaxation and strategic thinking using electroencephalographic tools.   Findings The results show that changes in alpha wave intensity were significant in all regions of the cortex compared to other waves. Significant changes in the absolute intensity of alpha waves are comparable with the observed results in creativity-related experiments. In addition, changes in the intensity of alpha waves (12-8 Hz) were compared with each other in PT, TT, and ST cognitive assignments. The results indicate that changes in the intensity of alpha waves were significant in comparison with changes in other brain wave. During the day when we are awake, brain imaging by electroencephalography shows different types of brain electric waves at a time. These waves are classified from the lowest frequency (highest wavelength) to the highest frequency (shortest wavelength) as Delta, Theta, Alpha, Beta, and Gamma respectively. Alpha waves are in the range of 8 to 13 Hz and also the changes in the intensity of alpha waves (12 Hz) were compared within the three PT, TT, and ST cognitive assignments. Based on the paired T-test results, there is no significant difference in the alpha waves intensity variation between the cognitive tasks of ST and TT. But, there is a significant difference in the alpha waves intensity variation between the cognitive tasks of ST and PT.   Conclusion The human brain should be able to create a large amount of alpha waves for creative inspiration. Creative people can use alpha-generated waves to solve the problems they face. Those lacking creativity, when faced with a problem, cannot produce more alpha waves, and consequently they cannot have creative ideas to solve problems. The proper level of alpha waves leads to relaxation on free time and enjoying the environment, optimal performance, less anxiety, stronger immune system, positive thinking, mind and body integrity, intuition, inner-thinking, emotional balance, euphoria, inner awareness and increased hormonal secretion of Serotonin. The results show that PT cognitive assignment is not suitable for studying strategic thinking. It seems that the cognitive role of TT is more appropriate for the study of strategic thinking in the field of electroencephalography, because the changes in the alpha intensity during this cognitive assignment showed a greater increase compared to the other two cognitive tasks. With regard to ST cognitive assignment, one can use this cognitive assignment if they follow the correct guidelines.  }, keywords = {Strategic thinking,Cognitive task,Creative thinking,Cognitive neuroscience,QEEG,Alpha brainwaves}, title_fa = {بررسی عصب‌شناختی مغز رهبران سازمانی در فعالیت مرتبط با تفکر ‌‌استراتژیک: چگونه برای مطالعه و آزمایش با ابزار الکتروآنسفالوگرافی‎کمی، تکالیف شناختی طراحی‌کنیم؟}, abstract_fa = {هدف: طی دو دهه گذشته، مدل‎های مفهومی متعددی برای تفکر استراتژیک مطرح شده، ولی ابزارهای چندانی برای سنجش و مطالعه تفکر استراتژیک در سطح فردی ارائه نشده است. روش‌های علم عصب‌شناختی، همان‌طور که طی چند دهه گذشته برای مطالعه و سنجش تفکر خلاق از آنها استفاده شده، می‌توانند ما را در مطالعه تفکر استراتژیک یاری دهند. روش: پژوهش حاضر با مرور ادبیات موضوع تفکر استراتژیک و پژوهش‎های انجام‌شده درباره خلاقیت در زمینه EEG، چگونگی طراحی تکالیف شناختی برای مطالعه تفکر استراتژیک را تشریح می‌کند، سپس به‌عنوان مطالعه‌ای مقدماتی در یک پژوهش آزمایشگاهی، تفکر استراتژیک را بررسی کرده و نتایج آن را ارائه می‌دهد. نمونه پژوهش حاضر، 10 نفر از مدیران و مدیران میانی از یک مجتمع آموزشی غیردولتی هستند که به‌صورت در دسترس انتخاب شده‌ و در دو موقعیت آرامش و تفکر استراتژیک با ابزار الکتروآنسفالوگرافی‌ کمی (QEEG) تصویربرداری مغزی شده‌اند. یافته‎ها: نتایج نشان می‌دهد که تغییرات شدت موج آلفا در تمامی نواحی قشر مغز در مقایسه با تغییرات سایر امواج، معنادار بود. تغییرات معنادار در شدت مطلق امواج آلفا با نتایج مشاهده‌شده در آزمایش‌های مرتبط با خلاقیت، قابل مقایسه است. همچنین تغییرات شدت امواج آلفا (Hz8-12) در تکالیف شناختی PT، TT و ST با یکدیگر مقایسه شد. نتیجه‎گیری: تکلیف شناختی TT برای مطالعه تفکر استراتژیک در زمینه EEG مناسب‌تر است، زیرا تغییرات شدت امواج آلفا حین انجام این تکلیف شناختی در مقایسه با دو تکلیف شناختی دیگر، افزایش بیشتری را نشان می‌داد.  }, keywords_fa = {تفکر استراتژیک,تکلیف شناختی,تفکر خلاق,علم عصب‌شناختی,الکتروآنسفالوگرافی‌ کمی (QEEG),امواج مغزی آلفا}, url = {https://jibm.ut.ac.ir/article_69942.html}, eprint = {https://jibm.ut.ac.ir/article_69942_8e689a36a82eac4f6207bfe7f977e499.pdf} } @article { author = {Maleki Minbashrazgah, Morteza and Amini Khiabani, Gholamreza and Khansari, Yahya}, title = {Value Creation for Marketing Capacities; Articulating Entrepreneurship Orientation and Market Orientation Interactions: The Mediating Role of Innovative Approach}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {87-104}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.257205.3040}, abstract = {Objective Marketing capacity is the mechanism that empowers a firm to implement its strategies in a competitive environment. With this approach, firms can show their customer-oriented culture to the market to link not only their physical resources but their strategic and intellectual assets, using innovative ideas for valuable goods and services, and meeting customer needs. Value creation in marketing is an issue that has always been considered by researchers; however, in previous studies, the role of innovative attitude in creating value for marketing capacity has not been studied. Therefore, this study aims to respond to two basic questions while filling the existing research gap: (1) Can marketing capabilities with an innovative approach be able to value the customer? (2) How does the interaction of marketing capacity and innovative attitudes relate to value creation?   Methodology Modeling and developing hypotheses was sought from library studies and interviewing a statistical population composed of experts in international transport industry and structural equation modeling techniques were used to validate the model and test the hypotheses. Simple random sampling was used to collect data.   Findings The results of this study showed that firms used entrepreneurial orientation and marketing orientation to create their customers’ perceived value in using their marketing capabilities. The findings also showed that entrepreneurial, market-oriented and innovative firms provide better customer satisfaction compared to their competitors. The value creation of the entrepreneurial-orientation approach is more affected by organizational innovation than the procedural innovation, and of course this analysis is in line with empirical expectations. It is because organizational innovation develops entrepreneurial enterprise innovation both inside and outside the organization and creates a vast network of working relationships. In the case of market-oriented approach and based on the findings, three scenarios can be explained; first, the market-oriented approach does not lead to value creation at all; second, this approach can immediately create value per se, and ultimately the market-orientation approach create value focusing on procedures other than marketing innovations. The first scenario is rejected because the market-oriented approach is an attitude in which the customer is at the core of all affairs and the organization's goal is to fulfill the customer’s desires and needs, therefore it leads to value creation in itself. However, the fact that the market-orientation approach is able to create values ​​from other paths is an analysis which in turn can be considered as a suggestion for future studies.   Conclusion In explaining the results of this research, entrepreneurship and market orientation were introduced as two key approaches in using marketing capacity of firms. The firm can address intra-organizational entrepreneurship by modifying the structure and methods, and can address inter-organizational entrepreneurship by modifying the communications and service practices of the enterprise. Market orientation is a customer-oriented approach and the organization aims to institutionalize customers as the main focus of attention. In order to gain value from these approaches, an innovative approach was identified that seems to have expanded into the center of marketing activities and has found its status. Hence, innovation is no longer just a concept but it is a strategic business element in which the organization designs and implements its own strategies to achieve its goal and to create value. In other words, entrepreneurial, market-oriented, and innovative firms will be able to create values in the best way their customers’ expect.}, keywords = {Entrepreneurship orientation,Innovative approach,market orientation,Marketing capacity,Value creation}, title_fa = {ارزش‌سازی ظرفیت‌های بازاریابی با تأکید بر کارآفرینی محوری و بازارمحوری؛ نقش میانجی نگرش نوآورانه}, abstract_fa = {هدف: ظرفیت‌ بازاریابی سازوکاری است که سازمان‎ها را در اجرای راهبردهای خود در محیط رقابتی توانمند می‎کند. با این رویکرد شرکت‌ها می‌توانند فرهنگ مشتری‌محور خود را به بازار نشان دهند تا هم منابع فیزیکی و هم دارایی‎های فکری و استراتژیک خود را با استفاده از ایده‌های نوآورانه به کالا‌ها و خدمات ارزشمند پیوند دهند و نیاز‌های مشتری را برآورده کنند. در این پژوهش با هدف کسب رضایت مشتری، الگویی از ظرفیت‌های بازاریابی ارزش‌ساز و مبتنی بر نگرش نوآورانه توسعه داده شد. روش: برای طرح مدل و توسعة فرضیه‎ها از مطالعات کتابخانه‌ای و مصاحبه با جامعه آماری متشکل از کارشناسان صنعت حمل‌ونقل بین‌المللی بهره برده شد. همچنین به‌منظور سنجش اعتبار مدل و آزمون فرضیه‎ها از تکنیک مدل‌سازی معادلات ساختاری استفاده شد. برای گردآوری داده‌ها روش نمونه‌گیری تصادفی ساده به‌کار رفت. یافته‎ها: نتایج پژوهش نشان داد، شرکت‌ها با هدف خلق ارزش ادراکی مشتریان در استفاده از ظرفیت‌های بازاریابی خود از دو رویکرد کارآفرینی‌ محوری و بازار محوری استفاده می‌کنند. همچنین یافته‌ها نشان داد شرکت‌های کارآفرین، بازارگرا و نوآور رضایت مشتریان را نسبت به رقبا به شیوه مناسب‌تری تأمین می‌کنند. نتیجه‎گیری: کارآفرینی و بازارگرایی دو رویکرد کلیدی در استفاده از ظرفیت‎های بازاریابی بنگاه‎ها هستند. سازمان­ها می‎توانند با اصلاح ساختار و روش‎ها به کارآفرینی درون سازمانی پرداخته و با اصلاح شیوه‎های ارتباطی و خدمت‎رسانی به کارآفرینی برون سازمانی انجام دهند. بازارگرایی نیز رویکردی مبتنی بر مشتری است و وظیفه سازمان این است مشتری را در کانون توجه خود قرار دهد.}, keywords_fa = {ارزش‌سازی,بازار محوری,ظرفیت‌های بازاریابی,کارآفرینی محوری,نگرش نوآورانه}, url = {https://jibm.ut.ac.ir/article_69943.html}, eprint = {https://jibm.ut.ac.ir/article_69943_52e290e0c4fb9f999fa6c39f64db615c.pdf} } @article { author = {Aali, Samad and Ibrahimi, Abdulhamid and Aslanpour Alamdari, Neda}, title = {Analysis of Customer Engagement in Creating Value at Different Stages of the Relationship Life Cycle}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {105-124}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.259010.3072}, abstract = {Objective Increasing competitive environment among businesses as well as the importance of attracting new customers and maintaining the existing customers have led to reform in customer management approaches. Currently, along with technological and internet-based development and advancement as well as formation of online social media, an appropriate infrastructure for social communication and sharing experiences have been created. Such environmental changes can help evolve customers’ relationship with the companies and pave the way for the new concept of customer engagement which the researchers believe can significantly increase profitability. According to dynamic systematic marketing theories, we can consider life cycle factor for relationships just like products i.e. the relationship between customers and companies change throughout time. Although only a few studies have investigated the effect of customer engagement on customer-firm life cycle and also customers’ value creation in relationship life cycle, academicians and business managers need to conduct empirical studies in order to gain a better understanding of the value of the customer’s engagement in relationship life cycle. Therefore, the present study, we aim to respond to the following questions: Do different customers have the same degree of enthusiasm to engage in creation of values for the companies? What kinds of values are sought by the customers of different relationship life cycle?   Methodology This study is applied in nature and descriptive in terms of methodology. The population of the study includes all the customers of different branches of Parsian Insurance Company in Tabriz. The population was considered as infinite and a sample size of 386 customers was selected according to Cochran approach and based on non-incidental availability of the customers. The participants in the present study were selected from among actual insurance users. The data were collected using questionnaires. 520 questionnaires were distributed in order to receive at least 386 completed ones. All 52 branches of Parsian Insurance Company were investigated in order to reduce the ethnicity judgmental error. Cronbach alpha, Composite Reliability (CR), and Average Variance Extracted (AVE) reliability measures were used. Besides, content and construct (convergent and divergent) validity measures were sought. Content validity was measured using experts’ opinions. Finally, variance analysis was used to test the research hypotheses.   Findings We can conclude that the highest customer engagement rate occurs within the third stage (maturity or maintenance) of the relationship life cycle where the nature of the relationship between the customer and the firm is more intimate. In the developing and maintaining stages of the relationship, the customers are willing to directly (repurchasing) and indirectly (introducing new customers, influencing others and giving feedback) engage in creating of values to the Insurance Company. Due to the lack of comprehensive knowledge of the firm and limited trust, in the early stages (cognitive stage) of the relationship, customer’s engagement in value creation is lower. Similarly, in the final stages of the relationship (decline in relationship), direct (customers’ life cycle value) and indirect (reference value, influence value and customers’ awareness value) engagement reduces significantly. In general, as the relationship progresses the willingness to engage in such activities increases and reaches the apex in the maturity stage and the engagement reduces as the customers enter the final stage of the relationship. Variance Analysis test shows different customer’s engagement within different stages of the relationship between the customer and the firm.   Conclusion The present study has helped improve the customer engagement marketing literature in different ways: a first, we suggest that customer engagement value is dynamic because of the relationship dynamism theory and that such value increases as the relationship progresses. Besides, this study provides an empirical test based on the proposed framework regarding insurance services and shows that the customers’ engagement in value creation differs from one stage to another. Third, the few studies regarding customer engagement are conducted in developed countries and the present study is the first one conducted in a developing country like Iran, so it can help enrich this area of research.}, keywords = {Customer engagement value,creating value to firm,Insurance industry,Relationship dynamics,Relationship life cycle}, title_fa = {مشارکت مشتری در خلق ارزش طی چرخه عمر رابطه}, abstract_fa = {هدف: این مطالعه، به‎دنبال تعیین میزان مشارکت مشتری در ایجاد ارزش برای شرکت در مراحل مختلف چرخه عمر رابطه در نمایندگی‎های بیمه پارسیان است. روش: برای دستیابی به هدف پژوهش، مشتریان شرکت بیمه پارسیان در شهر تبریز برای جامعه آماری انتخاب شدند. 386 مشتری با تکمیل پرسشنامه، در پژوهش مشارکت کردند. برای انتخاب نمونه آماری از روش نمونه‌گیری در دسترس استفاده شد و داده‌های پژوهش با استفاده از تحلیل عاملی تأییدی و آنالیز واریانس آزمایش شدند. مطالعه حاضر از لحاظ هدف از نوع تحقیقات کاربردی و از حیث روش از نوع تحقیقات توصیفی است. روایی ابزار اندازه‎گیری با استفاده از روایی محتوا، روایی همگرا و روایی واگرا به تأیید رسید و پایایی ابزار اندازه‎گیری نیز از طریق سه روش آلفای کرونباخ، پایایی مرکب و متوسط واریانس تبیین‌شده، تأیید شد. یافته‌ها: نتایج پژوهش نشان داد که در مراحل مختلف چرخه عمر رابطه، مشارکت مشتریان در ایجاد ارزش برای شرکت بیمه متفاوت است. در مراحل ابتدایی رابطه، میزان مشارکت مشتریان در ایجاد ارزش، کم است و با توسعه رابطه، مشتریان در ایجاد ارزش برای شرکت بیمه مشارکت بیشتری دارند و در مرحله کاهش رابطه، میزان مشارکت نیز کاهش می‎یابد. همچنین نتایج نشان می‎دهد که بیشترین مقدار ارزش طول عمر مشتری، ارزش تأثیرگذاری و دانش مشتری در مرحله حفظ رابطه و بیشترین مقدار ارزش ارجاع مشتری در مرحله توسعه رابطه ایجاد می‎شود. نتیجه­ گیری: مشارکت مشتری در ایجاد ارزش برای شرکت حالت پویا دارد و متناسب با سطح رابطه شرکت و مشتری، در مراحل مختلف چرخه عمر رابطه تغییر می­کند.}, keywords_fa = {ارزش مشارکت مشتری,خلق ارزش برای شرکت,پویایی رابطه,چرخه عمر رابطه,صنعت بیمه}, url = {https://jibm.ut.ac.ir/article_69944.html}, eprint = {https://jibm.ut.ac.ir/article_69944_a1a50e0629e83568feeb5e50f9238d8b.pdf} } @article { author = {Rahimi Baghmalek, Jahanbakhsh and Haghighi, Mohammad and Mira, Seyyed Abolghasem}, title = {Developing a Loyalty Model Based on the Customers’ Experience in Hotel Industry Using Grounded Theory Strategy}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {125-140}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.218111.2306}, abstract = {Objective Crucial success in tourism industry would be feasible through customers’ loyalty and their experiences. Accordingly, one can argue that organizations and companies need to do their best to build long-term relationships with their customers in order to create loyalty among the customers. Customer’s experience is considered as one of the recent basic changes within the customer service management literature. Nowadays, organizations provide the new customers with their customers’ experiences as an organizational brand. There is a consensus over the fact that shaping customer experience is important to create loyalty and that it can be considered as a key strategy producing wider and more capacities within tourism industry. The present study aims to investigate the customers’ experience as an important factor affecting customer loyalty. Therefore, we need a comprehensive instrument to determine loyalty based on customers’ experience, an instrument that can cover the weaknesses of the previous ones. This study aims at providing a model to determine customers’ loyalty based on their experiences to get over with the flaws of the existing models and to evaluate the tangible and invisible dimensions of customer’s loyalty using a procedural approach. Hence, hoteliers will be able to set positive and effective goals and plans in order to improve their customer services.   Methodology This is a fundamental-applied research aiming at providing a model of loyalty based on customers’ experience in hoteling industry.  In addition, the study is considered as a non-experimental research. Qualitative research method and more specifically, systematic grounded theory method was used to respond to the research question. The research population includes related academicians and experts and the managers of four- and five-star hotels in Shiraz. Theoretical sampling was used as the sampling procedure. The data were collected through face to face interview with the experts and in-depth interview with hotel managers. A total number of 25 interviews were conducted and the codes for written interviews were analyzed afterwards.   Findings Comparing the present model with the models of the previous studies shows that this model enjoys a multifold procedural approach which focuses on the affective factors, consequences and causal relationships between the variables and attempts to amend for the flaws of the previous models. According to this model, causal loyalty conditions, issue-orientation, strategies and consequences, background and intervening conditions are all taken into account. Such a procedure employs a comprehensive approach toward customer’s loyalty based on experience. In addition, the role of intra- and inter-marketing conditions, particularly experiential marketing, on attracting and maintaining customers are highlighted. Implementation of the procedures and strategies are possible if complex conditions like customers’ mental development and hoteling industry capabilities are sought. The model suggests that implementation of such approaches is possible in case a set of strategies and measures are practiced. Such approaches such as providing better services to the customers, customers’ satisfaction, meeting with the customers’ needs, added value, service personalization, and fair pricing can lead to the implementation of customer’s loyalty procedure. Findings of the research obtained from the triple open, axial and selective coding stages indicate that the final model consists of 6 general categories (causal conditions, background conditions, intervening conditions, issue-orientation, strategies and consequences), 14 sub-categories and 54 main concepts.   Conclusion Based on the consequences obtained from customers, organization, and the society regarding loyalty, hotels can increase the social welfare and society general quality through creating economic and social capital. Therefore, hotels should consider the causal, background and intervening conditions around themselves and should emphasize on customers’ loyalty related procedures and measures within their internal and external limitations and capabilities in order to ensure benefits to the hotels, the society and their own customers. From the applied perspective, the present study can help hotel managers in Iran to assess their existing conditions in order to increase their customers’ loyalty. Therefore, the quality of hotel staff, the environment and physical space, and the services are considered as the causal factors affecting the perception and expectations of the customer from the services and the hotels. This leads to the creation of multiple value strategies for the customers and the consequences of such value creation will determine the degree of loyalty. On the other hand, academically, the present study shows that researchers are unaware of many issues regarding customers’ experience that can be investigated in future.  }, keywords = {Customer experience,Hotel industry,Customer Loyalty,Grounded theory,Multiple value creation}, title_fa = {طراحی و تبیین مدل وفاداری بر مبنای تجربه مشتری در صنعت هتلداری با استفاده از استراتژی تئوری داده بنیاد}, abstract_fa = {هدف: پژوهش حاضر با هدف طراحی و تبیین مدل وفاداری بر مبنای تجربه مشتری در صنعت هتلداری انجام شده است. بر همین اساس مفهوم‎سازی وفاداری بر مبنای تجربه مشتری، تعیین عوامل تأثیرگذار و راهکارهای عملیاتی برای بهبود فرایند وفاداری مشتری در خدمات‎دهی هتل‎ها مد نظر بوده است. روش: روش استفاده‌شده در این پژوهش با توجه به ماهیت اکتشافی تحقیق، نظریه داده بنیاد است. نمونه‌گیری استفاده‌شده در این مقاله، نمونه‌گیری نظری است. مبنای اصلی جمع‌آوری اطلاعات، انجام مصاحبه‌های عمیق با چند مدیر هتل‌های چهار و پنج ستاره شهر شیراز، مشتریان آنها و خبرگان دانشگاهی تا دستیابی به اشباع نظری بوده است. در مجموع 25 مصاحبه انجام شد. پس از جمع‌آوری اطلاعات، کدهای مربوط به مصاحبه‌های مکتوب تجزیه و تحلیل شدند. یافته‎ها: یافته‎های پژوهش که پس از انجام مراحل سه‌گانه کدگذاری باز، محوری و انتخابی، مدل نهایی پژوهش به‎دست‎آمده است، نشان می‎دهد که مدل نهایی از 6 مقوله کلی، 14 مقوله فرعی و 54 مفهوم اصلی تشکیل شده است. نتیجه‎گیری: نتایج این پژوهش نشان داد که مقوله‎های کیفیت کارکنان هتل، کیفیت محیط و فضای فیزیکی، کیفیت کارکردهای خدماتی، عوامل علی تأثیرگذار بر درک و انتظارات مشتری از خدمات و ارائه‎دهنده آن است که برای مشتری راهبردهای ارزش‎آفرینی چندگانه ایجاد خواهد کرد و پیامدهای این ارزش‎آفرینی تعیین‎کننده میزان وفاداری خواهد بود.}, keywords_fa = {تجربه مشتری,صنعت هتلداری,وفاداری مشتری,تئوری داده بنیاد,ارزش آفرینی چندگانه}, url = {https://jibm.ut.ac.ir/article_69945.html}, eprint = {https://jibm.ut.ac.ir/article_69945_62e0dc71fa68a1ded97f0ba63b7e81c5.pdf} } @article { author = {Azar, Adel and Rastgar, Abbasli and Garabollagh, Hooshmand Bagheri}, title = {Brand-Specific Transformational Leadership: Analysis of the Role of the Employee’s Brand-Building Behaviour on Brand Evangelism in Insurance Companies}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {141-162}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.249472.2904}, abstract = {Objective Branding evangelism, as a new and growing phenomenon, includes positive recommendations to others about the brand, as well as measures to weaken rival brands. None of the existing models has considered the independent role of the evolving leadership variable of the brand and the brand-building behaviours of the employees, and only the parameters of brand trust, brand identity, brand affinity and purchase intentions have been investigated. Given the importance of this issue, and given that current studies often ignore the view of branding practices of employees in this regard, and, on the other hand, given the limited body of research in the area of ​​evangelism and the gaps in the literature of brand evangelism; this study seeks to measure the role of brand transformational leadership and branding behaviours on brand awareness in insurance companies. Therefore, to realize if there is a relationship between the evolving leadership of the brand and the evangelism of the brand can be considered a worthwhile topic.   Methodology The present research is applied in terms of purpose and in terms of data collection method, it is descriptive of survey type. The statistical population of this research includes the representatives of the commercial insurance companies of the cities of Semnan and Urmia. According to the random sampling method, 171 employees of the insurance representative of Semnan city (group 1) and 71 employees of Urmia City (Group 2) were selected as samples. A Likert scale based questionnaire was used for data collection and structural equation modeling was used to analyze the research data.   Findings The findings of this study indicate that brand-specific transformational leadership has a significantly positive effect on participation, oral advertising and survival. In addition, there is a significantly positive relationship between the variables of participation, oral advertising and survival with brand evangelism. The research showed that brand evangelism not only helps maintain customers and make them re-purchases, but also promotes brand advertising and customer support. It also reduces the cost of marketing and advertising.   Conclusion Transformational leaders often contribute to their participation by emphasizing participation in collective activities and providing opportunities for sharing experiences among employees. Brand-specific transformational leadership causes increase in employee accountability and more willingness to conduct citizen behaviors. However, it is clear that the leader cannot provide the grounds for the development and increase in the effectiveness of the staff, unless through sharing and dissemination of information in the organization and the consideration of the ideas and opinions of employees can create opportunities for the greater participation of employees and promoting their creativity and innovation. Since the transformational leadership of a particular brand has a positive and significant impact on employee participation, it is suggested to leaders or managers of insurance agents to consider rewards for their employees in exchange of an increase in employee participation in brand development of the organization. Transformational leaders often contribute to their participation through the emphasis on participation in collective activities and providing the opportunity to share experiences among employees. For this reason, companies have to create good communication channels with their customers and predict the extent of customer participation in these channels. Companies can also encourage their customers to express their interests, requests, and needs. At the same time, employees should also be able to clearly explain their expectations of customers in order to provide desirable services.  }, keywords = {Brand-specific transformational leadership,Brand-building behavior's,Brand evangelism,retention}, title_fa = {رهبری تحول‎آفرین برند خاص: واکاوی نقش رفتارهای برند‎ساز کارکنان بر بشارت برند در شرکت‎های بیمه}, abstract_fa = {هدف: مفهوم رهبری تحول‎آفرین برند خاص، روشی برای انگیزه‌بخشی به کارکنان است تا با توسل به ارزش‎ها و عقاید شخصی خود به نفع شرکت فعالیت کنند. هدف از اجرای پژوهش حاضر،‎ بررسی رابطه بین رهبری تحول‎آفرین برند خاص و رفتارهای برندساز‎ کارکنان بر بشارت برند در شرکت‎های بیمه است. روش: پژوهش از نظر هدف کاربردی بوده و از لحاظ شیوه گردآوری داده‎ها توصیفی از نوع پیمایشی است. جامعه آماری پژوهش حاضر، کارکنان نمایندگی‎‎ بیمه‎های بازرگانی شهر سمنان و ارومیه است که با توجه به روش نمونه‎گیری تصادفی طبقه‎بندی‌شده، 171 نفر از کارکنان نمایندگی‎ بیمه‎های شهر سمنان (گروه 1) و 71‎ نفر از کارکنان نمایندگی‎ بیمه‎های شهر ارومیه (گروه 2)‎ به‌عنوان نمونه انتخاب شدند. اطلاعات با استفاده از پرسشنامه مبتنی بر مقیاس لیکرت جمع‎آوری شدند و برای تجزیه و تحلیل داده‎های تحقیق از مدل‌سازی معادلات ساختاری استفاده شد. یافته‎ها: بر اساس یافته‎های پژوهش حاضر، رهبری تحول‎آفرین برند خاص بر مشارکت، تبلیغات شفاهی و ماندگاری تأثیر مثبت و معناداری دارد. همچنین، بین متغیرهای مشارکت، تبلیغات شفاهی و ماندگاری با بشارت برند تأثیر مثبت و معناداری مشاهده شد. نتیجه‎گیری: این پژوهش نشان داد که بشارت برند موجب حفظ و خرید‎ مجدد مشتری، تبلیغات و حمایت شدید مشتریان از برند و کاهش هزینه‎های بازار‎یابی و تبلیغات می‎شود.  }, keywords_fa = {رهبری تحول‎آفرین,برند خاص,رفتارهای برندساز,بشارت برند,ماندگاری}, url = {https://jibm.ut.ac.ir/article_69947.html}, eprint = {https://jibm.ut.ac.ir/article_69947_38c8d357aef42f0bf291479fa9c76ddd.pdf} } @article { author = {Gholimotlagh, Majid}, title = {Educational Needs Analysis of Sellers Developing an Ethical Assessment Scale}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {163-178}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.252291.2953}, abstract = {Objective The way dealers and sellers behave can lead to satisfaction, trust, and customer loyalty while meeting customers' needs in the purchasing process. The sales staff behavior affects the marketing activities of stores due to the role they play in introducing products to customers. This feature should be taken into consideration in attracting and hiring, as well as creating awareness and training for the vendors. In this research, we try to identify some of the educational needs of sales staff in the field of professional ethics. In other words, the main issue of the research is to determine the educational needs of retailers in the home appliance section in Etka Supply Chain on sales ethics which measures the extent of vendors' compliance with ethics in the sales profession through the creation, validation and utilization of the final scale of the research, and educational needs are recommended following prioritization.   Methodology The present survey research is applied in nature and is mainly based mixed method research. Using the mixed approach, the personal sales ethics assessment scale was extracted as the basic conceptual model, localization, and real ethical examples for evaluation of the ethical behavior of vendors. At first, using a data-oriented theorizing strategy, eight interviews were conducted with managers and sellers of the home appliance section of Etka supply chain in Tehran. The model criteria were moderated and published after reviewing by two coders. In these interviews, real ethical examples were set for each of the model's criteria, extracted, and then the content of the questionnaire were set. Quantitative and final scale confirmation was carried out by a survey among 169 employees in this section of the stores and the reliability of the five criteria from the total nine criteria was obtained using Cronbach’s alpha index.   Findings Prioritizing educational needs based on the average scores of scales according to Shannon entropy, four criteria for promotion, and three criteria for maintaining the current ethical status of the current Etka sales chain were identified. The final scale of ethical evaluation as the innovation of this research, helped make the needs analysis possible by identifying the real ethical criteria of: proper and appropriate behavior, providing customers with accurate information, observing the store's instructions, clarifying the goods, helping to resolve the actual customers’ needs, veracity and using non-degrading comments against the competitors and their market.   Conclusion Compared to similar local and international researches, it can be said that the PSE and PSE-2 scales have used ethical scenarios to measure the morality, and their response to different ethical schools can be different and time consuming as well. But, there are no local studies using such an approach so far. Therefore, the moral assessment of vendors is one of the innovations of this research. Local investigations in this field mainly deal with the relationship between variables. In summing up the two approaches, based on the average criteria and results of weighting proposed by Shannon Entropy, the following four criteria were proposed: 1. No degrading comment against competitors and their market, 2. Veracity, 3. Helping to resolve the actual customer's needs, and 4. Transparency about the goods for the customer to enhance the status quo. In addition, present condition for the following three criteria of 1. Compliance with the store's instructions, 2. Providing the correct information to the customer, and 3. Having fit and proper behavior should be maintained. To do this, one can use the ethical examples specified in each criterion to develop the necessary educational courses. Due to the presence of different companies in the home appliance section, firms apply different policies for vendors and how they interact with customers. Therefore, it is necessary for Etka supply chain stores to rely on set their ethical code and charter to apply homogeneous professional ethics in the stores. According to the researcher, the assignment of the last rank to the sixth criterion, which indicates that the rival and its market should not be demolished, partly reflects the problems resulting from the differences in policy making of the various companies present in the store.  }, keywords = {Educational needs assessment,Ethical assessment scale,Mixed method research,Personal selling,Professional Ethics}, title_fa = {نیازسنجی آموزشی فروشندگان با طراحی مقیاس ارزیابی اخلاقی}, abstract_fa = {هدف: هدف این مقاله نیازسنجی آموزشی اخلاق حرفه‌ای فروشندگان، از طریق شناسایی معضلات اخلاقی پیش ‌روی آنها، برای کمک به ارتقای رفتار اخلاقی فروشندگان است؛ زیرا رفتار فروشندگان تأثیر فراوانی بر ادراک مشتری نسبت به محصول، برند و سایر فعالیت‌های بازاریابی فروشگاه دارد. روش: با استفاده از روش ‌تحقیق آمیخته، مقیاس ارزیابی اخلاق فروش ‌شخصی، به‌عنوان مدل مفهومی اولیه، بومی‌سازی شد و مصادیق اخلاقی واقعی برای ارزیابی رفتار اخلاقی فروشندگان، به‎دست آمد. ابتدا با استفاده از راهبرد نظریه‌پردازی داده‌بنیاد، با مدیران و فروشندگان بخش لوازم‌ خانگی شعب فروشگاه زنجیره‌ای اتکا در شهر تهران 8 مصاحبه صورت گرفت. معیارهای مدل، تعدیل شد و پس از بررسی به روش دو کدگذار، انتشار یافت. در این مصاحبه‌ها، مصادیق اخلاقی واقعی برای هر یک از معیارهای مدل، استخراج و محتوای پرسشنامه تنظیم شد. بررسی کمی و تأییدی مقیاس نهایی با نظرسنجی از 169 نفر از کارکنان این بخش از شعب فروشگاه‌ انجام گرفت و پایایی 5 معیار از 9 معیار توسط مقدار آلفای کرونباخ به تأیید رسید. یافته‎ها: اولویت‌بندی نیازهای آموزشی بر اساس امتیاز میانگین موزون معیارها توسط آنتروپی شانون، چهار معیار برای ارتقا و سه معیار برای حفظ وضعیت اخلاقی فروش فعلی در فروشگاه زنجیره‌ای اتکا را مشخص کرد. نتیجه‎گیری: مقیاس نهایی ارزیابی اخلاقی به‌عنوان نوآوری این تحقیق، با تعیین مصادیق اخلاقی واقعی معیارهای رفتار مناسب و شایسته، ارائه اطلاعات صحیح به مشتری، رعایت دستورالعمل‌ فروشگاه، شفاف‌سازی درباره کالا، کمک به برطرف شدن نیاز واقعی مشتری، راستگویی و عدم تخریب رقیب و بازار وی، نیازسنجی آموزشی را میسر ساخت.  هدف: هدف این مقاله نیازسنجی آموزشی اخلاق حرفه‌ای فروشندگان، از طریق شناسایی معضلات اخلاقی پیش ‌روی آنها، برای کمک به ارتقای رفتار اخلاقی فروشندگان است؛ زیرا رفتار فروشندگان تأثیر فراوانی بر ادراک مشتری نسبت به محصول، برند و سایر فعالیت‌های بازاریابی فروشگاه دارد. روش: با استفاده از روش ‌تحقیق آمیخته، مقیاس ارزیابی اخلاق فروش ‌شخصی، به‌عنوان مدل مفهومی اولیه، بومی‌سازی شد و مصادیق اخلاقی واقعی برای ارزیابی رفتار اخلاقی فروشندگان، به‎دست آمد. ابتدا با استفاده از راهبرد نظریه‌پردازی داده‌بنیاد، با مدیران و فروشندگان بخش لوازم‌ خانگی شعب فروشگاه زنجیره‌ای اتکا در شهر تهران 8 مصاحبه صورت گرفت. معیارهای مدل، تعدیل شد و پس از بررسی به روش دو کدگذار، انتشار یافت. در این مصاحبه‌ها، مصادیق اخلاقی واقعی برای هر یک از معیارهای مدل، استخراج و محتوای پرسشنامه تنظیم شد. بررسی کمی و تأییدی مقیاس نهایی با نظرسنجی از 169 نفر از کارکنان این بخش از شعب فروشگاه‌ انجام گرفت و پایایی 5 معیار از 9 معیار توسط مقدار آلفای کرونباخ به تأیید رسید. یافته‎ها: اولویت‌بندی نیازهای آموزشی بر اساس امتیاز میانگین موزون معیارها توسط آنتروپی شانون، چهار معیار برای ارتقا و سه معیار برای حفظ وضعیت اخلاقی فروش فعلی در فروشگاه زنجیره‌ای اتکا را مشخص کرد. نتیجه‎گیری: مقیاس نهایی ارزیابی اخلاقی به‌عنوان نوآوری این تحقیق، با تعیین مصادیق اخلاقی واقعی معیارهای رفتار مناسب و شایسته، ارائه اطلاعات صحیح به مشتری، رعایت دستورالعمل‌ فروشگاه، شفاف‌سازی درباره کالا، کمک به برطرف شدن نیاز واقعی مشتری، راستگویی و عدم تخریب رقیب و بازار وی، نیازسنجی آموزشی را میسر ساخت.  }, keywords_fa = {اخلاق حرفه‌ای,فروش شخصی,روش تحقیق آمیخته,مقیاس ارزیابی,نیازسنجی آموزشی}, url = {https://jibm.ut.ac.ir/article_69948.html}, eprint = {https://jibm.ut.ac.ir/article_69948_e1ee56e0e27f104f2dcee54e915eb84f.pdf} } @article { author = {Shafiee, Maysam and Zareian, Mohammad and Zarei Matin, Hasan and Firoozi, Manijeh}, title = {Understanding and Modeling Industrial Marketing Managers’ “Behavioral Distress” using Grounded Theory Approach}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {179-200}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.253172.2966}, abstract = {Objective Nowadays, one of the most important problems of marketing managers is the confrontation with a variety of behavioral disturbances. Behavioral and emotional states of marketing managers can have a direct impact on their performance. A marketing manager who has a psychological turmoil cannot play an efficient role and cannot help to the result of the marketing unit; respectively, the firm’s overall performance and success are at risk. The mental turmoil disturbs their entire focus and hinders their ability to work and perform their duties. Considering the importance of the position of marketing managers in the success or failure of companies, the main issue of this research is the "behavioral distress" of corporate marketing managers. A problem for which there is no model proposed so far. Therefore, it can be pointed out that the purpose of this paper is to use the appropriate methods and in different stages of research to investigate the issue of "behavioral distress" of marketing managers in order to draw up the status quo and to propose solutions to solve it. The purpose of this study is to identify the factors affecting the dimensions of marketing managers’ distress.   Methodology The present qualitative research uses qualitative grounded theory. The research data were collected through in-depth interviews with the marketing managers and then analyzed based on grounded theory premises. The statistical population of this research consisted of marketing managers of companies. According to the research structure, in this paper, judgmental sampling was used. To determine the sample size, the persuasion rule was used and the sampling procedure continued to reach the theoretical saturation.   Findings The results of the interviews with marketing managers of reputable companies, various themes and codes were extracted and finally a model for explaining the factors affecting behavioral distress in industrial marketing managers was proposed. Structural factors, behavioral factors, production factors, marketing factors, financial factors, market situation and customer status with respect to individual characteristics can lead to distress among marketing managers.   Conclusion To avoid the behavioral distress, the affective factors should be reduced to minimize its negative effects on the performance of the marketing manager and the organization. Based on the model, the factors affecting turmoil are influenced by the "macroeconomic environment" factors. Due to the uncontrollability of this factor, planning should be done in a way that the level of vulnerability of the company and, consequently, the marketing manager are reduced. The diversification strategy of suppliers can be used to reduce the level of reliance on each supplier. Also, the strategy for developing export markets and simultaneous setting of two or more target markets can help to reduce the risk of customer disconnection, and have a less negative impact on the marketing manager. In the area of ​​"behavioral factors", firstly, company management itself must balance its behavior with the marketing manager using the appropriate strategies of organizational behavior and eliminate the background of distress. In the next step, when the manager, as a model for the managers and staff’ behavior in the organization, improves his behavior, other managers as well as the other staff will adapt the necessary modeling and improved their behavior. In the case of "structural factors", having a unit of strong systems and methods as well as implementing the coordination methods between units can help solve the problems. The coordination process between units should be designed in such a way that it causes the least conflict between the different units of the company. The prerequisite for such changes is the promotion of team spirit. In the case of "organizational task forces", the strengthening of a robust and supreme organizational culture in all organizational units, including production, finance and marketing, will be decreased by the turmoil of the marketing manager. You have to establish the motto "everyone for sale" in the company. Moreover, in the case of "customer status" factors, customer relationship management systems can be used to establish customer validation systems and create a strategy to help distinguish between customers. The advent of new technologies, such as information technology, can be of great help in this regard. Optimum interaction with reputable customers and sales planning based on a customer's declared credit can reduce the behavioral distress of the marketing manager. The next proposal is not to grant exclusive agents in broad markets, in order to control the company's representatives. In the case of "market factors" that goes beyond the organization, although the factors are uncontrollable, market monitoring and data mining techniques can be used to optimize market changes in order to dramatically reduce the vulnerability of the company and the marketing unit. Another aspect of the job is the "suitability of the person employed with the job". If there is a conflict between the characteristics of the person employed and the job, the efficiency and functioning of the worker will be reduced. It is suggested to use different personality tests, such as Myers-Briggs Personality Test, Job Path Anchor Test, Typing Yang Index Test, and ... to help select the correct marketing manager. It is also necessary to pay attention to the intelligence issues of the marketing manager.}, keywords = {Distress,Behavior,Marketing managers,Grounded theory,Industry}, title_fa = {شناسایی و مدل‎سازی عوامل تأثیرگذار بر آشفتگی رفتاری در مدیران بازاریابی صنعتی؛ بهره‎گیری از نظریه داده بنیاد}, abstract_fa = {هدف: امروزه یکی از معضلات مهم مدیران بازاریابی شرکت‎‎ها، مواجه‎شدن با انواع آشفتگی‎‎های رفتاری است. از طرفی نگاه به ادبیات موضوع در این زمینه نشان می‎‎دهد که تا کنون عوامل مؤثر بر آشفتگی رفتاری در ادبیات رایج مدیریت و بازاریابی کمتر استفاده شده است. هدف این پژوهش شناسایی عوامل مؤثر بر ابعاد آشفتگی مدیران بازاریابی است. روش: پژوهش حاضر با توجه به هدف، در دسته پژوهش‎‎های کیفی قرار می‎‎گیرد و روش اجرای آن نیز روش کیفی نظریـه داده بنیاد اسـت. داده‎‎های پژوهش از طریق مصاحبه‎‎های عمیق با مدیران بازاریابی شرکت‎ها گردآوری شدند و تحلیل آنها بر اساس مراحل داده بنیاد انجام شد. یافته‎ها: از مصاحبه با مدیران بازاریابی شرکت‎‎های معتبر، مضامین و کدهای متعددی استخراج شد و سرانجام مدلی برای تبیین عوامل مؤثر بر آشفتگی رفتاری در مدیران بازاریابی صنعتی به‎دست آمد. عوامل ساختاری، عوامل رفتاری، عوامل تولید، عوامل بازاریابی، عوامل مالی، وضعیت بازار و وضعیت مشتریان با توجه به ویژگی‎‎های فردی، به بروز پدیده آشفتگی در مدیران بازاریابی منجر می‎‎شود. نتیجه‎گیری: برای احتراز از پدیده آشفتگی رفتاری، باید عوامل به‎وجود آورنده آن کاهش یابد تا تأثیر منفی پدیده آشفتگی رفتاری بر عملکرد مدیر بازاریابی و سازمان تعدیل شود.}, keywords_fa = {آشفتگی,رفتار,مدیران بازاریابی,نظریه داده ‌بنیاد,صنعتی}, url = {https://jibm.ut.ac.ir/article_69950.html}, eprint = {https://jibm.ut.ac.ir/article_69950_97c684ccd750bb7defbe02fd9d468c15.pdf} } @article { author = {Izadi, Hamid and Bahrinizad, Manije and Esmaeilpour, Majid}, title = {Segmenting Consumers in Social Networks Based on Social Motivations of Engagement in Electronic Word of Mouth Relationships}, journal = {Journal of Business Management}, volume = {11}, number = {1}, pages = {201-218}, year = {2019}, publisher = {University of Tehran}, issn = {2008-5907}, eissn = {2423-5091}, doi = {10.22059/jibm.2018.259484.3084}, abstract = {Objective All kinds of word-of-mouth (WOM) communication are not created in the same way, and their effects vary depending on several factors, such as resource, recipient, message, and status features. Accordingly, for the purpose of effective use of social networks, it is not enough to create a positive WOM relationship but it is important to take into account the conditions and factors through which the users of such communications accept and communicate it with others. Although researchers have been studying WPM communication in various online platforms, including online consumer surveys as well as from a variety of perspectives including marketing and psychology, there is little research on word of mouth communication in the field of social networking. The investigation in the present study shows that there is no research (local and international) investigating social network users based on social incentives affecting participation in WOM communication so far. This research can be considered as the first to deal with the partitioning of social network users based on the motivations of participation in oral communication. The main objective of this research is to identify the social motivations affecting the participation of consumers in advertising campaigns on social networks, the segmentation of users from this perspective, and ultimately providing marketing strategies tailored to each sector.   Methodology This research is applied in terms of purpose and descriptive-exploratory in terms of implementation. The data were collected distributing the on-line link to the questionnaire to more than 385 social network users selected based on available sampling method. In order to analyze the data and to partition social network users, self-organizing maps based on artificial neural networks have been used.   Findings Based on the findings, social network users were divided into three sections with different demographic, behavioral and social motivations affecting WOM behaviors. These three sections were titled "Low Active Social Stimulus", "Active Social Stimulus" and "Social Inactivity Stimulus". The first section is applied to users who spend a fair amount of time on social networks, but have less social motivation to engage in word of mouth behaviors. The second section is applied to young people who devote most of their time to social networking activities and are highly motivated. And the third category is applied to those who are motivated enough but devote very little time to working on social networks.   Conclusion Managers and advertising activists in social networks should consider word of mouth communication as an important part of social interactions. Although the content of WOM messages is often related to brands, the fact is that these types of communications are more likely to be influenced and published by the various incentives of consumer. This kind of behavior suggests that communication strategies should develop to the point where consumers' incentives to engage in oral communication in social networks can be identified and thereby their likelihood of purchasing can be increased. In the first group, it is recommended that marketers take into consideration the incentives that affect this sector and activate them based on the relative great magnitude of this sector compared to other sectors. In the second group, marketers are advised to consider this sector as a motivated sector for communication and encouraging them to have WOM communication. Hence, those who want to advertise their products on social networks should know that this section of social networking users are willing to receive oral messages and that they should provide the product information in a comprehensive and detailed manner so that they can further explore them by sharing it with experts. In the third group, marketers should invite them to engage in oral communication through communicating with individuals with similar beliefs, behaviors and intellectual flow. The members of this section are buying the products that others have verified. Hence, using well-known individuals to advertise their products can be used as one of the appropriate ways to promote products and brands for this section.}, keywords = {Artificial Neural Networks,Electronic word of mouth,Motivation,Segmentation,Self-organized map}, title_fa = {بخش‎بندی مصرف‎کنندگان در شبکه‎های اجتماعی بر اساس انگیزه‎های اجتماعی مشارکت در ارتباطات دهان‎به‎دهان الکترونیک}, abstract_fa = {هدف: ‎کارکرد مهم شبکه‎های اجتماعی در بازاریابی، تولید محتوا و تبلیغات رایگان، بدون دخالت شرکت‌ها و توسط کاربران است که به آن ارتباطات دهان‎به‎دهان الکترونیک می‎گویند. هدف از اجرای این پژوهش شناسایی انگیزه‎های اجتماعی مؤثر بر رفتارهای دهان‎به‎دهان در شبکه‎های اجتماعی و بخش‎‎بندی کاربران بر اساس انگیزه‎های شناسایی شده است. روش: این پژوهش از نظر هدف کاربردی و از نظر روش اجرا در دسته پژوهش‎های توصیفی ـ پیمایشی قرار می‎گیرد. داده‎های این پژوهش از طریق توزیع لینک پرسشنامه به بیش از 385 نفر از کاربران شبکه‎های اجتماعی و با روش نمونه‎گیری در دسترس، جمع‎آوری شده است. به‌منظور تحلیل داده‎ها و بخش‎بندی کاربران شبکه‎های اجتماعی نیز از رویکرد نقشه‎های خودسازمان‌ده مبتنی بر شبکه‎های عصبی مصنوعی استفاده شده است. یافته‎ها: بر اساس یافته‎ها، کاربران شبکه‎های اجتماعی در سه بخش با ویژگی‎های مختلف جمعیت‎شناختی، رفتاری و همچنین انگیزه‎های اجتماعی مؤثر بر رفتارهای دهان ‎به‎ دهان، قرار گرفتند. این سه بخش کم‎انگیزه‎های اجتماعی فعال، باانگیزه‎های اجتماعی فعال و باانگیزه‎های اجتماعی غیرفعال نام‎گذاری شدند. نتیجه‎گیری: بخش اول کاربرانی هستند که زمان نسبتاً زیادی را در شبکه‎های اجتماعی صرف می‎کنند، ولی برای مشارکت در رفتارهای دهان‎به‎دهان انگیزه‎های اجتماعی کمتری دارند. بخش دوم، کاربران جوانی هستند که بیشترین زمان را به فعالیت در شبکه‎های اجتماعی اختصاص می‎دهند و بسیار با انگیزه‎اند و بخش سوم کسانی هستند که از انگیزه کافی برخوردارند ولی زمان بسیار کمی را به فعالیت در شبکه‎های اجتماعی اختصاص می‎دهند. در پایان، پیشنهادهای کاربردی متناسب با هر یک از بخش‎های شناسایی‌شده ارائه شد.}, keywords_fa = {ارتباطات دهان‎به‎دهان الکترونیک,انگیزه,بخش‎بندی,شبکه‎های عصبی مصنوعی,نقشه‎های خودسازمان‌ده}, url = {https://jibm.ut.ac.ir/article_69951.html}, eprint = {https://jibm.ut.ac.ir/article_69951_027f5ad7ce2996b180bbf41e86c592b4.pdf} }