انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Marketing Model for Modern and Contemporary Visual Arts in Institutional Context: A Grounded Theory Study on Iran Market الگوی بازاریابی هنرهای تجسمی مدرن و معاصر در بستر نهادی: مطالعه داده‎بنیاد بازار ایران 713 742 68462 10.22059/jibm.2018.252666.2957 FA محمود محمدیان دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری،دانشگاه علامه طباطبائی، تهران، ایران حامد دهقانان استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی،تهران، ایران بهنام کامرانی استادیار گروه نقاشی، دانشکده هنرهای تجسمی دانشگاه هنر،تهران، ایران یاسمن گیاهی دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران.ایران Journal Article 2018 02 14 Objective Art business takes place in an institutional context and is highly reliant on the cultural, political, and social content of a society. Because of a variety of reasons such as the profitability of art industry in foreign market, low academic marketing knowledge, the opposing ideas to art economy according to its players, the high rate of graduate students in art disciplines and the number of art universities in Iran compared to the middle east, and finally limited and practical attention to art marketing in the world; it is necessary to conduct such a research. The present study aims to identify which marketing model can be used if we consider art business (markets, modern and contemporary art auctions) in an institutional and value-oriented approach. Methodology This study is fundamental in nature and is considered as a qualitative-exploratory research. This grounded-theory based research was conducted in 2017. Artists, art university professors, art researchers, media, art auctions, brokers, private institutions, investors, art collectors, art galleries, art exhibitors, art museums, art experts, art managers and policy makers, publishers, insurers, talent managers were among the participants of this study. The data were collected using deep semi-structured interviews. A sample size of 49 was interviewed for this purpose. Findings The main issue in this research was the participants' concerns. Some factors such as centrality, relevance, repetition, time needed for saturation are all applied to consider an issue as the main concern of a study. Since art marketing and related activities players was the main theme of the interviews, other issues and even other trivial matters were in line accordingly. While coding, the issues of "art institutional business network players and their important roles" were considered as the main theme of the paradigm modeling and the other issues were theoretically linked to it. Based on the evaluation and assessments, secondary issues of "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" were identified as causal conditions. Conclusion An artist is meaningful and can live forever in the minds of people based on 6 general tendencies. These tendencies are inter-related and each plays its own role in certain stages. Therefore, "art market", "art world nature", "art institutions", "art world basic values", "Iran art market and its characteristics" and "institutional context of art world and artistic experiences" are among those causal factors that can affect the players in art institutional business and the major roles they play in that area. Main roles played by "art institutional business network members" which are the major roles they play in this market along with the relationships among them can shape the art market and marketing issues. "Macro Environments, whether economic, social-cultural or political-geopolitical", are considered as intervening conditions that can positively or negatively affect the players in art institutional business network and the roles they play. The players in art institutional business network and the roles they play can be affected by "compulsory, imitation, and normative similarities and also artistic norms" as contextual and specific conditions. The relationships among "visual arts marketing”, "blended visual arts marketing", "art market studies", "classification, planning and positioning", and "improvement and optimization strategies" affect art market, artists’ prolong fame, and the value of his art. The application of the proposed strategies will result in the formation of "art market related values" and also "enhancement, approval, durability, and institutional validation" in intervening and contextual conditions. هدف: بهره‎مندی از فرصت بازار در حال رشد تجارت آثار هنری مدرن و معاصر تجسمی ایران، مستلزم داشتن رویکردی درباره هدایت هنرمندان در این بازار نوظهور در جهت ماندگاری و تعیین نقش بازاریابی برای بازیگران آن است. از این رو، هدف از نگارش این مقاله، ارائه الگوی بازاریابی از دیدگاه نهادی برای بازار هنر ایران است. روش: این پژوهش کیفی ـ اکتشافی بر مبنای رویکرد پارادایمی اشتراوس و کوربین در روش نظریهپردازی داده‎بنیاد با استفاده از 49 مصاحبه با متخصصان بازاریابی هنر انجام شده است. یافته‎ها: تحلیل دادههای مبین آن است که دنیای نهادی هنر همچون بستری برای بازار هنر و ارزشهای پایهای آن، محرک تغییر در نقشهای بازیگران شبکه کسب‎وکار نهادی هنر است. نتیجه‎گیری: برهمکنشهای بازیگران شبکه تجارت آثار هنرهای تجسمی به عنوان پدیده محوری، تحت تأثیر شرایط مداخلهگر محیط کلان و شرایط زمینهای همشکلیهای نهادی است. این مقولهها موجب کنش و برهمکنشهای بازاریابی هنر و آمیزه آن، تحقیقات بازاریابی هنر، بخشبندی، هدفگذاری و موضعگیری در بازار هنر میشوند. در نهایت، ارزشهای اقتصادی هنر، فرایند رشد، تأیید، ماندگاری و اعتباریابی نهادی هنرمند در بازار هنر از آنها حاصل میشود.

https://jibm.ut.ac.ir/article_68462_b3e5a38dae530e386bb3ca95a861d823.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 The Effect of Information Rate and Store Environment on Purchasing Value; Analysis of the Role of Confusion and Motivational Tendency تأثیر آهنگ اطلاعات و محیط فروشگاه بر ارزش خرید؛ تحلیل نقش سردرگمی و‎ گرایش انگیزشی 743 760 67081 10.22059/jibm.2018.251350.2937 FA مهدی خادمی گراشی استادیار مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی، تهران،ایران نجمه گرجی کارشناس ارشد مدیریت بازرگانی، مؤسسه عالی آموزش و پژوهش مدیریت و برنامه‎ریزی،تهران، ایران هانیه فتحی کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران Journal Article 2018 01 28 Objective A great number of customers spend much more time than expected on shopping because of a lot of reasons like variety in products. Thus, they may feel confused and disappointed. Such confusion can influence purchasing procedure and determine purchasing behavior. Such customers fail to purchase wisely and may face difficulty choosing appropriate and reasonable products. However, if the information rate is high in a shopping center environment, it may add to the confusion among customers because it goes beyond their cognitive capacity. Therefore, it is important to identify affecting factors on such confusion in order to be able to reduce it. The present study aims at finding out how information rate in a market can affect customers’ purchasing value considering different motivational tendencies. Methodology This is a practical research in nature and exploratory regarding data collection procedure which is done using a questionnaire. The statistical population includes all the customers of a specific chain store in Tehran. A sample size of 300 customers was selected and from among 330 questionnaires distributed among those customers only 256 were responded correctly. Structural equation modeling and hierarchical regression were conducted via EXCEL, SPSS and LISREL to analyze the data. Findings The findings showed that there is an acceptable correlation between the store environment and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. However, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Moreover, there is an acceptable correlation between the information rate and the customers’ confusion and also there is an acceptable correlation between customers’ confusion in retail stores and joyful purchasing value. But, there is an unacceptable correlation between customers’ confusion in retail stores and profitable purchasing value. Conclusion Store environmental factors (music, color, odor, light and brightness), design factors (interior design and layout), and social factors (social connection between customers and employees) through creating confusion, anxiety and incompetence among customers had significant effects on joyful purchasing value. It can be concluded that store environment can be effective on profitable purchasing value through creating confusing customers in retail stores. Besides, purchasing environments can create emotional reactions in customers which are affective on shopping behavior and its consequences. At the end, functional motivational tendency can moderate the relationship between customers’ confusion and profitable purchasing value. هدف: محیط‎های خرده‎فروشی متأثر از فضای فیزیکی و جریان اطلاعات، می‎توانند واکنش‎های احساسی متفاوتی را در خریداران ایجاد کنند. آهنگ اطلاعات (درجه ورود اطلاعات) در واحد زمان، می‎تواند ارزش‎های ادراکی آنها را متأثر کند. از سوی دیگر، خریداران به‎دلیل تنوع محصولات، به ناچار باید زمانِ بیشتری را در فرایند خرید صرف کنند که می‎تواند به احساس سردرگمی آنها منجر شود. این پژوهش به مطالعه تأثیر آهنگ اطلاعات و محیط بر ارزش‎های خرید مشتریان در پرتو سردرگمی و‎ گرایش‎های انگیزشی آنها پرداخته است. روش: در این پژوهش به روش پیمایش و با ابزار پرسش‎نامه، 256 نفر از مشتریان یک فروشگاه زنجیره‎ای در تهران مطالعه شدند و تحلیل داده‎ها به کمک مدل معادلات ساختاری و رگرسیون سلسله‎مراتبی انجام شده است. یافته‎ها: یافته‎ها نشان می‎دهد محیط فروشگاه و آهنگ اطلاعات از طریق نقش میانجی سردرگمی بر ارزش خرید لذت‎جویانه و منفعت‎گرا تأثیر دارد و متغیر‎ گرایش انگیزشی رابطه سردرگمی مشتریان و ارزش خرید منفعت‎گرا را تعدیل می‎کند. نتیجه‎گیری: ارزش خرید سودمندانه تحت تأثیر‎ گرایش خریدارانی که فروشگاه‎ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید می‎کنند، قرار می‎گیرد؛ اما ارزش خرید لذتجویانه تحت تأثیر خریدارانی که فروشگاه‎ها را به قصد خرید محصولات مورد نیاز و تفریحی بازدید می‎کنند، قرار نمی‎گیرد.

https://jibm.ut.ac.ir/article_67081_fc7ff106234eca66fed7c2c67167728d.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Investigating the Effect of Background Music on the Intention to Buy through Stimulation, Joy, Trust, and the Moderating Product Level بررسی تأثیر موسیقی پس‎زمینه بر قصد خرید به‎واسطه برانگیختگی، لذت، اعتماد و تعدیل‎کنندگی طبقه محصول 761 776 68464 10.22059/jibm.2018.243243.2782 FA حمیده فیض آبادی کارشناس ارشد مدیریت بازرگانی،دانشگاه آزاد اسلامی، واحد علی‎آباد کتول،ایران مهدی زنگانه کارشناس ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علی‎آباد کتول، ایران سامره شجاعی استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد علی‎آباد کتول، ایران هرمز مهرانی استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد علی‎آباد کتول، ایران Journal Article 2017 11 05 Objective Most of the experts in marketing consider the market (store) environment as an effective factor to attract customers which is used as a strategy to create a pleasant purchasing experience for the customers and influence the consumers’ behavior. Nowadays, hypermarkets pay more attention to the custormers’ comfort while purchasing and try to use a variety of strategies, nice background music or good smell in the market, to make the customers stay longer in there. Intention to buy can be affected by many factors like background music, stimulation and joy, trust and the products level. Music refers to the ability to conbey feeling through sounds that can help relies your feeling or thoughts and to show your inner characteristic. Hence, playing music can help keep the customer in the market for longer which may be effective in their purchasing intention. The main goal of the present study is to evaluate the role of background music on the customers’ intention to buy considering the intervening variables like stimulation, joy, trust and the determining variable of products level. Methodology This is a practical study in nature and is considered as a causal descriptive survey. The statistical population includes all customers of the 5 branches of Ofogh Kourosh Hypermarkets in Gorgan during the first four month in 2017. According to Cochran formula, a sample size of 420 were selected and 384 questionnaire were collected at the end. SPSS and structural equation modeling (SEM) through Smart PLS were run to analyze the data. Findings The findings of the study showed that background music positively affects customers’ stimulation. Besides, such stimulation influences the customers’ purchasing joy. The joy positively affects the formation of trust among the customers. The joy and the trust can both have a positive role in the customers’ intention to buy. Finally, product level keeps a balance on the purchasing joy among the customers. Conclusion Music distinguished features have remarkable effects on people’s feelings and perceptions. Happy music can help create a joyful marketing environment for the customers. Low tempo music can convey mild thoughts and feeling to the customers, while high tempo music raises their excitement. Such stimulation can lead to a more pleasant purchasing experience. An appropriate marketing environment will increase the joy of the customers. New and simple designs can help customers enjoy the products more and can lead to a bigger trust. The trust helps customers make easier decisions while purchasing. The intention to buy can be estimated through perceptions and norms of a society. Joy and trust can lead to the intention to buy. A desirable environment may increase the customers’ joy which can result in a bigger customer population in future through word of mouth advertisement. Interesting and joyful products will create good feeling among the customers leading to an intention to buy. If you can stimulate purchasing joyful products, the customers will play around the environment which may result in the purchasing of unnecessary products. However, if the customers try to purchase based on the benefits and their needs, they consider the cost-benefit of the products and may lead to an economical purchasing after all. هدف: پخش شدن موسیقی مناسب با توجه به ویژگی محصولات، می‌تواند فروش را افزایش دهد. هدف از اجرای این پژوهش، بررسی تأثیر موسیقی پس‎زمینه بر قصد خرید مشتریان فروشگاه‎های زنجیره‎ای افق کوروش در شهر گرگان از طریق متغیرهای میانجی برانگیختگی، لذت و اعتماد و متغیر تعدیل‌کننده طبقه‌ محصول است. روش: پژوهش حاضر از نظر هدف، کاربردی است و برحسب روش گردآوری داده‌ها، توصیفی ـ پیمایشی محسوب می‎شود. با توجه به نامحدود بودن جامعه آماری، 384 نفر از مشتریان فروشگاه‎های افق کوروش با روش نمونه‌گیری در دسترس، پرسش‎نامه را تکمیل کردند. برای تجزیه و تحلیل داده‎های پژوهش از نرم‎افزارهای SPSS‎ و Smart PLS استفاده شده است. یافته‎ها: فرضیه‎های مطرح شده در پژوهش همگی تأیید شدند و تأثیر معنادار موسیقی پس‎زمینه بر برانگیختگی، تأثیر معنادار برانگیختگی بر لذت خرید، تأثیر معنادار لذت خرید بر اعتماد، اثر معنادار اعتماد بر قصد خرید، تأثیر معنادار لذت خرید بر قصد خرید و فرضیه تعدیل‎ شدن اثر برانگیختگی بر لذت خرید توسط طبقه‌ محصول، به اثبات رسید. نتیجه‎گیری: این پژوهش نشان داد که موسیقی با تأثیر گذاشتن بر ذهن مصرف‌کنندگان، بر درک آنها از محیط مؤثر بوده و باعث افزایش فروش می‎شود.

https://jibm.ut.ac.ir/article_68464_b4a41b7bfe337f297ab6a60c37ee16e4.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Investigating the Effect of Social Business Characteristics on Trust and Willingness to Partnership بررسی تأثیر ویژگی‎های تجارت اجتماعی بر اعتماد و تمایل به مشارکت در آن 777 794 68465 10.22059/jibm.2018.249527.2905 FA سید محمدباقر جعفری استادیار گروه مدیریت صنعتی و مالی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران 0000-0003-2042-2756 پگاه سادات حبیبی کارشنـاس ارشـد مدیـریت اجـرایی، دانشـکده مدیـریت و حسـابداری، پردیـس فـارابی دانشـگاه تهـران، قـم، ایـران زهرا محمدی دورباش کارشنـاس ارشـد مدیـریت دولتی، دانشـکده مدیـریت و حسـابداری، پردیـس فـارابی دانشـگاه تهـران، قـم، ایـران Journal Article 2018 01 05 Objective Social business is a sub-category of electronic business that seeks social, innovative and cooperative approaches within online markets and also uses social media to attract social partnership and cooperation of such network users to support online purchasing and services. Trust is considered as an effective factor leading to successful social business. Because of the growing popularity and application of social business and the significant role it plays in online business, it is important to investigate the key factors of customers’ trust and affecting factors on customers’ intention for social business. Therefore, this study aims to respond to such a question through developing a research model to assess some key structures of social business which can have positive effects on trust among the customers. Evaluation of affective factors on such trust can help us obtain a model regarding customers’ intention for social business. Methodology The present study is practical in nature and is considered as a descriptive-exploratory correlation study. The data were collected through library (secondary) research approaches and internet-based resources were used as the literature and theoretical foundations. The required data for tests and analysis of the hypotheses were collected through questionnaires. The statistical population of the present study includes TIWALL website users and those who are familiar with such a business model. Randomly, 210 questionnaires were correctly responded and collected through social media and structural equation modeling was used to test the hypotheses and analyze the data. Findings Based on the results of the study, reliability, the quality of the information, safety, connections, social support, and website quality have a positive effect on forming trust and consequently on willingness to cooperate in social business; while size, economic possibility, and verbal advertisement references have no positive effect on forming trust and willingness to cooperate in social business. Finally, trust has a positive effect on willingness to cooperate in social business. Conclusion Reliability results in trust and such trust can increase the willingness to participate in social business and ensures the success of a social business. For the users of TIWALL website, the size of social business is not of high importance, so it has no effect on trust for the social business website. The quality of the information available on the website attracts and keeps the audience, draw their trust and creats willingness to purchase and cooperate within such business. Ensuring the users about the safety of the transaction and confidentiality of the information on websites creates trust among users and encourages them toward a risk-free and beneficial partnership. Connections can lead to trust because users will be informed that some of their friends or the people they know are involved in this business, too. Therefore, they are willing to share their ideas and suggestions and take part in social business. Because the prices are reasonable on TIWALL website, this factor cannot play a significant role in creating the emotional and internal issue of trust. TIWALL website is a sales representative providing cultural products suah as theater tickets which concerns only a specific population. Such people consider themselves as stylists, so they are hardly influenced by other people and their ideas. Social support is one of the major aspects in formation of social business and directly affects on trust and encourages people to cooperate in such a business. The quality of the website, whether technically or aesthetically-driven, is of high importance. Website quality including the quality of system and services is the key in formation of a social business. Lack of trust in making decision for online shopping makes the purchasing procedure a challenge because of the risk the customer is about to take buying things which are not touchable and observable. Therefore, online shopping requires a minimum level of trust. هدف: هدف پژوهش حاضر بررسی ابعاد تجارت اجتماعی و تأثیر آن بر اعتماد و شناسایی عوامل تأثیرگذار بر تمایل به مشارکت در تجارت اجتماعی است. روش: این پژوهش از لحاظ هدف کاربردی به‎شمار می‎رود و از لحاظ روش گردآوری داده‎ها توصیفی ـ پیمایشی، از نوع همبستگی است. داده‌های تحقیق به کمک پرسش‎نامه الکترونیکی جمع‌آوری‌شده است. جامعه آماری پژوهش، کاربران وب‌سایت تیوال بودند که 210 پرسش‎نامه از بین این کاربران جمع‌آوری شد. تجزیه‌ و تحلیل داده‌ها با استفاده از تکنیک مدل‎یابی معادلات ساختاری در نرم‌افزار آموس انجام‌ شده است. یافته‎ها: نتایج نشان می‌دهد که اعتبار، کیفیت اطلاعات، امنیت تراکنش و ارتباطات که از ابعاد اصلی شکل گرفتن تجارت اجتماعی هستند، به‎طور مثبت و معنادار بر اعتماد تأثیرگذارند که این اعتماد خود تحت تأثیر حمایت اجتماعی (حمایت احساسی ـ حمایت اطلاعاتی) و کیفیت وب‌سایت (کیفیت خدمات ـ کیفیت سیستم) به‌درستی شکل می‌گیرد و در نهایت اعتماد خود تأثیر مثبت و معناداری بر قصد تجارت اجتماعی و تمایل به مشارکت در آن می‎گذارد. نتیجه‎گیری: این پژوهش نشان داد که ویژگی‎های تجارت اجتماعی بر اعتماد و قصد تجارت اجتماعی تأثیر مثبتی دارد.

https://jibm.ut.ac.ir/article_68465_19b45b91a00a3fa25da73019a5f0c62d.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Identifying the Most Important Marketing Processes in Iran Banking Industry to Develop a Banking Marketing Maturity Model شناسایی مهم‎ترین فرایندهای بازاریابی در صنعت بانکداری ایران به‎منظور توسعه مدل بلوغ بازاریابی بانکی 795 814 68466 10.22059/jibm.2018.231267.2568 FA ریحانه بحری نژاد دانشجوی دکتری مدیریت بازرگانی، پردیس بین‎المللی کیش، کیش، ایران امیر خانلری استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران طهمورث حسنقلی پور یاسوری استاد گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران سید محمود حسینی دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران Journal Article 2017 04 16 Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence, it is necessary for executive directors in banking industry and more specifically marketing managers to provide a comprehensive and practical definition of all the aspects of the banking and monetary marketing. They should also be able to act in line with marketing maturity level – the most optimum scenario helping banks seek their objectives and be accounted as pioneers in this field -. Therefore, this study aims at identifying Iran banking marketing processes and evaluating their importance in Iran financial industry in order to identify and prioritize the activities based on each maturity level. Methodology This descriptive study is practical in nature and cross-sectional exploratory in terms of data collection. A questionnaire was used to collect data from 27 experts and academicians in banking industry. The sample was selected based on non-random purposeful sampling. Shannon entropy approach was applied to classify and rank the processes. Findings The results of Shannon algorithm showed that banking services management (0.1433), customer service management, advertisement and banking marketing integrated communications (0.1224), pricing and providing banking products and services (0.1042), banking services distribution channels (0.0953), Banking marketing analysis and studies (0.0899) are among the most important banking marketing processes which approves the mixed nature of banking marketing. Conclusions Banks can classify and constantly evaluate their products based on their profit margin (spread). They can also apply regular and explicit strategies to remove some products or introduce new products and monitor their products based on their life cycle. Banks are also asked to put their maximum effort on prolonging their products maturity period. In so doing, there is a clear relationship between the products/services policies and organizational strategies and services beyond the customers’ expectations and their competitors’ performance, covering their objectives and marketing strategies. Aiming at managing relationships with the customer, banks can plan to identify marketing processes and develop a list of their key customers as an important process in marketing. In addition, banks can promote their technical knowledge of the products and use advertisement to increase their products sale and provide services to the customers through better sale management in line with bank strategies regarding customer classification. Pertinent to pricing of the products and services, banks should always consider the possibility of discounts for their elite customers such as golden and key customers. To do so, the banks should evaluate the pricing system of their competitors in order to present a clear list of their expenses and prices and finally to reflect on pricing and profitability as the basis to ensure their financial profitability objectives and their instance worldwide. Considering the size, objectives, structure and values of the existing sale channels can help banks manage their banking services sales. Banks can also work on appropriate estimations; specifying selling methods based on their customers and identifying the customers’ decision-making strategies in order to affect their purchasing behaviors; modeling the pioneers in banking industry, constant investigation of the customers’ purchasing behaviors and the sale team. They can also highlight increasing their employees’ knowledge and capabilities to promote their share of the market and profitability. It is recommended that banks determine the key features of the distributing channels, size, structure, and values as well as to determine some specific distributing products for special customers, model strategies in the distributing channels based on their opponents. هدف: اغلب مدیران بازاریابی فعال در حوزه بانکداری و مالی، درک کاملی از فرایندهای تأثیرگذار بازاریابی ندارند و این مفهوم را فقط برای جذب منابع یا توزیع مصارف بانکی به‎کار می‎برند. در واقع آنها دید جامع و مؤثری ندارند و شناخت آنها فقط به حوزه خاصی از بازاریابی محدود میشود و پیامد این محدوداندیشی به شکست تلاش‎های دپارتمان بازاریابی می‎انجامد. بنابراین، شناسایی فرایندهای کلیدی بازاریابی در این صنعت می‎تواند دید مناسبی برای برنامه‎ریزی در این حوزه در اختیار تصمیم‎گیرندگان قرار دهد. پژوهش حاضر به‎دنبال این است که از طریق مطالعات و نظرسنجی از خبرگان دانشگاهی و صنعت بانکداری، مهم‎ترین فرایندهای بازاریابی بانکی در صنعت بانکداری ایران را شناسایی و رتبه‎بندی کند. روش: در این پژوهش برای شناسایی فرایندهای بازاریابی، از 27 خبره صنعت بانکداری و دانشگاه درباره میزان اهمیت هر یک از فرایندهای شناسایی شده از طریق پرسش‎نامه نظرسنجی به عمل آمد. این خبرگان به روش نمونه‎گیری غیرتصادفی و بر اساس ویژگی‎های فردی و تخصصی انتخاب شدند. نظرهای جمع‎آوری شده با استفاده از روش آنتروپی شانون رتبهبندی شدند. یافته‎ها: بر اساس تحلیل‎های صورت گرفته، مدیریت سبد محصولات بانکی، مدیریت ارتباط با مشتری، تبلیغات و ارتباطات یکپارچه بازاریابی بانکی، قیمت‎گذاری و فروش محصولات و خدمات بانکی، مدیریت کانال‎های توزیع خدمات بانکی، تحلیل بازار بانک و تحقیقات بازاریابی بانکی، مهمترین فرایندهای بازاریابی بانکی شناسایی شدند. نتیجه‎گیری: با توجه به نتایج این پژوهش و مشخص شدن مهم‎ترین فرایندهای بازاریابی در صنعت بانکی بر اساس نظر خبرگان بانکی، تصمیم‎گیرندگان این حوزه می‎توانند در سنجش، ارزیابی و هدف‎گذاری فعالیت‎های بازاریابی، به این فرایندها بر اساس اهمیت و اولویت آنها توجه کنند.

https://jibm.ut.ac.ir/article_68466_8d6948f7318d1d3a83342b33b2c0dc1d.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 The Intervening Role of Tourists’ Perception in the Effect of Word of Mouth Advertisement on the Intention to Visit Religious Tourism Destinations (Case Study: Mashhad) نقش میانجی‎گرایانه ادراک گردشگران در تأثیرگذاری تبلیغات کلامی بر قصد سفر به مقصدهای گردشگری مذهبی (مورد مطالعه: شهر مقدس مشهد) 815 834 68467 10.22059/jibm.2017.239595.2715 FA یاسان اله پوراشرف استادیار گروه مدیریت بازرگانی،دانشکده ادبیات و علوم انسانی، دانشگاه ایلام، ایلام،ایران زینب طولابی استادیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی،دانشگاه ایلام، ایلام، ایران سیمین نصرالهی وسطی دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران Journal Article 2017 08 13 Objective Successful development of tourism in many tourism destinations around the world depends on how to manage tourists’ perceptions by marketing managers and tourism planners. Thus, any information source about the tourists is of high importance that can be used to affect their beliefs towards the religious destinations. Therefore, it is important to identify the formation of such perceptions of a destination and the affecting factors, esficifically word of mouth (WOM) advertisement, in order to develop religious tourism industry and plan for appropriate related marketing. The aim of this study is to identify whether tourists’ perception of religious destinations can play an intervening role in the effect of WOM advertisement on tourists intention for a destination. Methodology The present study is practical in nature and is considered a descriptive-exploratory research. The statistical population includes the residents of Ilam and KhoramAbad cities. The sample size was determined based on Krejcie and Morgan’s range of participants. So a sample of 450 available residents was selected. Descriptive and inferential data analyses were conducted. Then, factor analysis was run and structural equation modeling was used to test the hypotheses. Findings The findings showed that WOM advertisement had a positive effect on tourists’ mental image of reigous destination which is in line with the effect of religious leaders’ WOM advertisement on tourists’ perception i.e. WOM helps create an image of more abstract and intangible characteristics of a destination such as the atmosphere or the friendliness of people for tourists. WOM was proved effective on tourists’ awareness of the religious destinations. In fact, face-to-face interactions, WOM advertisement builds a database for tourists and affects his/her beliefs about the characteristics of the tourism destinations. It was also shown that WOM can help visualize the religious destination in the mind of the tourists. The more the desirable information about the destination, it makes it easier and quick for tourists to choose that destination among other tourism options. WOM was also influential on tourists’ intention of visiting a religious destination. In addition, the mental image of the religious destination affects tourists’ intention of such trips. If tourists have a more psychologically desirable perception of the destination in mind and if they are more informed about the intangible (the quality of hotels or restaurants and hospitality of the people) and tangible (transfer, the quantity of hotels and restaurants) features of a destination, they would have a more desirable image of the destination in mind. Conclusion Positive beliefs and excitements in the minds of tourists can result in the selection of that destination by the tourist. Moreover, awareness of a religious tourism destination affects the tourists’ intention of travel. This can prove the positive relationship between brand awareness and the purchasing intention of the customers which means the more desirable the awareness of the destination, the easier for tourists to give priority to that destination. Finally, the mental image of a religious destination affects the intention of travel to that destination which is in line with the fact that there is a significantly positive relationship between brand image and customers’ purchasing intention. هدف: هدف از اجرای این پژوهش، بررسی نقش تبلیغات کلامی در شکل‎گیری ادراک گردشگران از مقصدهای گردشگری مذهبی است. مدل مفهومی پژوهش بر اساس مطالعات پیشین در داخل و خارج از کشور طراحی شده است. روش: داده‎ها از طریق پرسش‎نامه جمع‎آوری شدند و آزمون آنها با استفاده از مدل‎سازی معادلات ساختاری در نرم‎افزار AMOS انجام گرفت. جامعه آماری پژوهش شامل کلیه ساکنان دو شهرستان‎ خرم‎آباد و ایلام است که از میان آنها 450 نفر از طریق روش نمونه‎گیری در دسترس برای نمونه انتخاب شدند. یافته‎ها: بر مبنای نتایج تجزیه و تحلیل مسیر مشخص شد که تبلیغات کلامی بر نگرش اعتقادی، تداعی ذهنی، تصویر ذهنی، آگاهی از مقصد گردشگری مذهبی و قصد سفر تأثیرگذار است. به علاوه، نگرش اعتقادی، تداعی ذهنی، تصویر ذهنی و آگاهی از مقصد گردشگری مذهبی بر قصد سفر تأثیر مثبت و معناداری می‎گذارد. نتیجه‎گیری: تبلیغات کلامی نقش مهمی در شکل‎گیری ادراک و نگرش گردشگران نسبت به مقصدهای گردشگری داشته و تصمیم سفر آنها را تحت تأثیر قرار می‎دهد. ترغیب گردشگران به صحبت درباره ویژگی‎های مثبت مقصدهای گردشگری می‎تواند زمینه توسعه مقصدها را فراهم ‎آورد.

https://jibm.ut.ac.ir/article_68467_965bd4826bbe574c7b6a4063ef12ed88.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Investigating the Effectiveness of Business Strategic Orientation on Organizational Performance Considering the Intervening Role of Knowledge Management بررسی تأثیر گرایش استراتژیک کسب‌وکار بر عملکرد سازمانی با نقش میانجی مدیریت دانش 835 854 68468 10.22059/jibm.2018.231985.2575 FA مونا جامی پور استادیار مدیریت فناوری اطلاعات، دانشکده علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران محمد عصاریان دانشجوی دکتری مدیریت استراتژیک، دانشکده مدیریت دانشگاه تهران، تهران حمید رضا یزدانی استادیار مدیریت بازرگانی، دانشکده مدیریت و حسابداری، پردیس فارابی، دانشگاه تهران، قم، ایران Journal Article 2017 04 25 Objective Today competitive condition and quick changes adds to the importance of the need to analyze the companies’ performance in order to reach to higher positions as compared to the opponents’ performance. The present study mainly aims to investigate the role of business strategic tendency in organizational performance considering the intervening role of knowledge management. The researcher seek to evaluate 1) the relationship between strategic tendency and balanced point card; 2) the relationship between strategic tendency and knowledge management mechanisms; 3) knowledge management mechanisms and organizational performance; and 4) the intervening role of knowledge management mechanisms in the relationship between strategies and performance. Such a wholestic investigation has not been applied in the literature before. Methodology The present study is descriptive-analytic in nature and quantitative-practical in purpose. The data were analyzed based on structural educational modeling. The statistical population of the present study includes all active companies in the supreme informatics. A sample of 250 principals, managers, and directors in the field of information technology were randomly selected. At the end, 181 questionnaires were correctly filled and used for further analysis. Findings The obtained coefficient for all the tendencies and aspects pertinent to the relationship between organizational strategic tendency and knowledge management is higher than 0.3 which indicated there is a relationship between the two variables. However, regarding risk taking, all the coefficients are negative which shows an opposing relationship between the two variables. The coefficient pertinent to the relationship between tendency and different aspects of performance are almost all fewer than 0.3 which indicates an insignificant relationship between the two. Knowledge management has proved to have a strong relationship with aspects of performance. It should be said that knowledge management acts as an intervening variable between tendency and performance. Conclusion The results approved the effect of organizational strategic tendency on performance; so, the companies should enhance their strategic tendency in order to improve their performance and make organizational decisions and put them into action based on the business strategies. This may also help improve knowledge management in an organization. Moreover, the companies can exploit knowledge management mechanisms in order to improve their performance (hypothesis 3). Finally, it is recommended that organizations should first improve their analytical tendencies, background and future expectation so as to improve their knowledge along with application of knowledge management mechanisms. هدف: هدف این مقاله بررسی نقش میانجی مدیریت دانش در رابطه استراتژی کسب‌وکار و عملکرد سازمانی در شرکت‌های حوزه فناوری اطلاعات است. برای رسیدن به این هدف، محدودیت‌هایی وجود دارد که به‎منظور فائق آمدن بر آنها، در این مقاله از رویکرد مقایسه‎ای برای سنجش استراتژی، رویکرد کارت امتیازی متوازن برای سنجش عملکرد سازمانی و در نهایت از طبقه‌بندی سازوکارهای فنی و غیرفنی برای سنجش سازوکارهای مدیریت دانش که تا کنون در ادبیات موضوع از آن استفاده نشده، بهره برده شده است. روش: روش پژوهش از نظر هدف در دسته پژوهش‎های کاربردی قرار می‎گیرد و از نظر گردآوری داده‎ها توصیفی ـ تحلیلی است. جامعه آماری پژوهش را شرکت‎های فعال در حوزه فناوری اطلاعات تشکیل داده‎اند. ابزار جمع‎آوری اطلاعات پرسش‎نامه است که با روش نمونه‌گیری تصادفی ساده 250 پرسش‎نامه توزیع و در نهایت 181 پرسشنامه بازگشت داده شد. برای ارزیابی مدل مفهومی پژوهش، از رویکرد تحلیل معادلات ساختاری استفاده شده است. یافته‎ها: گرایش استراتژیک سازمان هم به‎طور مستقیم بر عملکرد سازمانی تأثیر دارد و هم به‎طور غیر مستقیم و از طریق متغیر میانجی سازوکار‌های مدیریت دانش بر عملکرد سازمانی تأثیر می‌گذارد. نتیجه‎گیری: گرایش استراتژیک یکی از عوامل مهم تأثیرگذار بر عملکرد سازمانی است که نقش میانجی مدیریت دانش در این رابطه نیز تأیید شد. نتایج پژوهش در حوزه مباحث استراتژیک و مدیریت دانش، نوآوری‌های تئوریکی به همراه دارد و به مدیران در درک چگونگی تأثیرگذاری هر یک از ابعاد گرایش استراتژیک بر ابعاد عملکرد در عصر دانش کمک می‎کند.

https://jibm.ut.ac.ir/article_68468_0949960ca7e29f69403c6767967a002c.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Direct Marketing Based on Fuzzy Clustering of Customers (Case Study: on one Mobile Company) بازاریابی مستقیم با استفاده از خوشه‌بندی فازی مشتریان (مطالعه موردی: یکی از شرکت‎های تلفن همراه) 855 870 68469 10.22059/jibm.2018.256306.3028 FA غلامرضا جندقی استاد گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، پردیس فارابی دانشگاه تهران، قم، ایران یاسر سیف دانشجوی دکتری مدیریت آموزشی، دانشگاه آزاد تهران مرکز، تهران، ایران یاسر شجاعی دانشجـوی دکتـری مدیریت صنعتـی، دانشـکده مدیریت و حسابداری، پردیس فـارابی دانشگاه تهـران، قـم، ایران Journal Article 2018 04 21 Objective There is a general tendency toward direct marketing these days. Therefore, instead of designing advertisement and marketing strategies for all the customers in the market, it is recommended to classify the customers based on clustering techniques and then design specific strategies accordingly. This will reduce marketing and advertisement expenses, increase sale department efficiently, build closer and quicker relationships with different customers and etc. There are a variety of clustering methods. Provided that clustering means classifying customers in different groups with maximum similarities within the groups and maximum difference among the groups, it may not be appropriate to apply such a rule in clustering customers (people) due to their nature. Hence, fuzzy clustering technique seems more appropriate for customers because there are no absolute borders considered among different groups just as the market suggests. This study, then, aims to emphasize on this concept in order to apply fuzzy clustering on market. Methodology This practical research is descriptive-exploratory in nature of data collection. The statistical population includes all the customers of a mobile company, but due to availability issues only a part of their customers would be involved in the present study. A questionnaire including 6 questions was distributed among those customers and only 760 were correctly responded. Finally, EXCEL and S-PLUS were used to analyze the data. Findings The data in this study include three different parts of information. The first part includes some indexes selected for analysis of the clustering. Second part concerns with the customers service usage such as distant phone calls, free calls and wireless services. The third part refers to other mobile services provided for each customer. This part is presented in a binary fashion deciding whether a customer has received a specific service or not. Such services include activating more than one mobile line at the moment, using voicemail, paging, internet and other services. This algorithm was used to conduct fuzzy clustering in the present study. Following applying fuzzy clustering, only 2 clusters were judged appropriate for such data. The first cluster includes customers with lower income, job stability and lower loyalty to the mobile company, while the second cluster includes customers with higher income, higher job stability and more loyalty to the mobile company. The customers in the first cluster used services like free calls, wireless networks and pay phones. On the other hand, the customer in the second cluster mainly used services like distant calls and rarely used wireless services. In general, we can claim that paging services were the highest requested and then there are voicemail services, internet, and e-pay services respectively. The two clusters reported to have a similar tendency in using services such as voicemail, multi-lines, conferencing; yet, they were different in services like paging, internet, call forwarding (diverting), call waiting and e-pay services. At the end, mobile companies can set marketing strategies based on such findings. Conclusion It is suggested that mobile companies focus on general advertisements and distant call services, but only a little focus on wireless services. They can also put more thought on services like paging, voicemail, internet and e-pay services respectively. It is also recommended that, for female customers (mostly within the first cluster), the companies should focus on pay phone services, distant calls, and free calls as well as voicemail and internet. On the other hand, for male customer with higher job stability, it is suggested to focus the most on distant call services and provision of special discounts with this regard, but the least on wireless and pay phone services. Besides, voicemail services, paging, call waiting, call forwarding and e-pay services should be the mobile company’s priority for male customers. هدف: در این پژوهش مشتریان یکی از شرکت‎های خدمات‎دهنده تلفن همراه خوشه‎بندی شده‎اند. داده‌هایی که از این مشتریان جمع‌آوری شده است، شامل سه بخش اطلاعاتی است: بخش اول شاخص‌های انتخاب شده برای اجرای تحلیل خوشه‌بندی است؛ بخش دوم شامل اطلاعاتی درباره میزان مصرف مشتریان یاد شده از انواع سرویس‌های قابل ارائه می‎شود و بخش سوم اطلاعات سایر سرویس‌های تلفن همراه است. روش: این تحقیق از نظر هدف در دسته پژوهش‎های کاربردی قرار می‎گیرد و از نوع تحقیقات توصیفی ـ پیمایشی است. پس از اجرای خوشه‌بندی فازی و بررسی معیارهای کارایی، دو خوشه مناسب تشخیص داده شد؛ در خوشه اول که اغلب خانم هستند مشتریانی با درآمد پایین‌تر، ثبات شغلی کمتر و وفاداری کمتر به شرکت قرار دارند و در خوشه دوم که اغلب مرد هستند، مشتریانی با درآمد بالاتر، ثبات شغلی بیشتر و وفاداری بیشتر قرار گرفتند. یافته‎ها: نتایج پژوهش نشان‌ داد در مجموع استفاده از خدمات تلفن راه دور برای شرکت بیشترین و شبکه بی‌سیم کمترین میزان درآمدزایی را داشته است و سازمان برای ارائه استراتژی‎های بازاریابی توجه چندانی به آن ندارد. خدمات جانبی پیجینگ و پست صوتی بیشترین درخواست و انتظار مکالمه، داشتن چند خط همزمان و انتقال مکالمه، کمترین درخواست مشتریان است. نتیجه‎گیری: نتایج این پژوهش در بخش‌بندی بازار تلفن همراه و تعیین استراتژی مناسب برای هر بخش به‌منظور توسعه بازاریابی مستقیم بسیار مفید است.

https://jibm.ut.ac.ir/article_68469_93ab021c23944fc1e9aedae2db6cff26.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Structuring and Ranking the Strategic Objectives Using the Fuzzy Cognitive Mapping Approach and BORDA-OWA Method ارائه روشی برای ساختاردهی و رتبه‌بندی اهداف استراتژیک با استفاده از رویکرد نگاشت‎شناختی فازی و روش BORDA-OWA 871 888 68471 10.22059/jibm.2018.244494.2799 FA حسین صفری استاد گروه مدیریت صنعتی، دانشکده مدیریت دانشگاه تهران، تهران، ایران طلیعه طیبی کارشنـاس ارشـد مـدیریت تولیـد و عملیـات، دانشکـده مدیریت دانشـگاه تهـران، تهـران، ایـران احسان خان محمدی دانشجوی دکتری تحقیق در عملیات، دانشکده مدیریت دانشگاه تهران، تهران، ایران Journal Article 2017 10 26 Objective Long-term strategic planning is necessary if an organization intends to go beyond its customers’ expectations and remain competitive. A balanced scorecard is considered as a mere scorecard without a strategic plan. Therefore, it will only report the important measures not a clear understanding of leading the whole organization towards success. Strategic planning as the rationale behind balanced scorecards can clarify the strategies in an organization, but it cannot show an optimal path towards success in that organization. Balanced scorecard system has tried to obviate such problem through strategic orientations, yet it has never provided a specific approach to determine success in an organization. It is also noteworthy that strategic planning helps managers create a comprehensive image of the strategies, but it does not consider the effectiveness of the relationships and the classification of those relationships. Therefore, the present study aims at proposing a systematic approach in order to draw a strategic plan and to rank the practical objectives of such plans. Methodology Alpha company, producing tires and tubes, has been considered as the target company for this research. There are around 600 employees in this company among which around 30 are managers, directors, supervisors or executive managers. Documents, observation, interview and questionnaire are the data collection instrument used in the present study. In the first questionnaire, used in fuzzy cognitive approach, 30 experts will respond to some questions regarding the organization strategic objectives on a scale of 0 to 100. The second questionnaire used in statistical approach, the 30 experts will rate the extracted relationship from 0 to 50 to determine the relationship between the objectives. The third questionnaire, considers the previous data as the input for BORDA-OWA approach, 6 executive directors rate the objectives on a scale of 0 to 100 according to their expertise. Findings Based on the proposed methodology, 4 main steps were taken in this study. The extracted strategic objectives through fuzzy cognitive approach were categorized and the key relationships were discovered. The experts were asked to select the key relationships and to evaluate them. The proposed relationships were analyzed based on statistical tests and were all approved except for two relationships. Strategic map was drawn based on the confirmed relationships. Then, executive directors analyzed and ranked the strategic objectives of the plan. Because of the effects of the directors’ personal beliefs, these objectives were ranked differently by the executive directors. The results showed that improvement in the tire profitable income, improvement in tire and tube sale and development of foreign market were ranked highest by the directors. Regarding the effectiveness on strategic objectives, promoting bicycle and tire products, evolution and distinction in after-sale-services and promoting employees’ motivation were ranked the highest respectively. Regarding the effects by the strategic objectives, developing foreign market, increasing tire export rate, increasing product sale and developing national market and agricultural instruments were ranked the highest accordingly. Conclusion Based on the results of the study, some promotion projects such as “formation of a market evaluator team”, “formation of a research and development team”, “optimizing production line”, “reviewing the salary and payment system” and “formation of suggestion centers” were proposed to the company managers. The main focus of the managers might be toward developing foreign market and increasing export rate, developing local market and agricultural instruments and improving product sales. In fact, the results indicate that developing local and foreign markets are the most important objectives and there is a strong need to “market evaluation” and “research and development” teams. The proposed methodology offers the managers a comprehensive and accurate idea in order to make decision on the executive priorities within their organization. هدف: نقشه استراتژی تصریح کننده فرضیات استراتژی است. نقشه استراتژی به سازمان کمک می‎کند که استراتژی خود را به شکلی منسجم، یکپارچه و سیستماتیک نشان دهد. هدف این پژوهش ارائه روشی نظام مند به منظور ترسیم نقشه استراتژیک و رتبه بندی اهداف موجود در نقشه می باشد. روش: در این پژوهش به منظور ساختار دهی و رتبه بندی اهداف راهبردی با استفاده از روش نگاشت شناختی فازی ساختار اهداف استخراج و با روش BORDA-OWA اهداف رتبه‌بندی و میزان تأثیرپذیری و تأثیرگذاری آن‎ها استخراج می شوند. یافته‎ها: ارتباطات میان اهداف نقشه استراتژی با استفاده از روشFCM تعیین شده و با استفاده از آزمون آماری به تأیید خبرگان سازمان رسیدند و براساس روابط مورد تأیید نقشه استراتژی سازمان تدوین شد. در مرحله دوم پژوهش، درنهایت با استفاده از روش Borda-OWA رتبه بندی اهداف استراتژیک با در نظر گفتن نظر تجمیعی مدیران و ریسک پذیری های مختلف آنها ارائه شد. نتیجه‎گیری: نتایج این پژوهش نشان داد که رشد درآمد سودآور و بهبود بهره‌وری فروش از منظر مالی جز کلیدی ترین و تأثیرپذیرترین اهداف هستند.

https://jibm.ut.ac.ir/article_68471_0678b0a1ba374b0263ca235f73b14524.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Proposing a Model of Co-Creative Participation in Tourism Market ارائه الگوی مشارکت هم‎آفرینانه در بازار گردشگری 889 904 67080 10.22059/jibm.2018.249026.2894 FA علیرضا ایرانی دکتری تخصصی مدیریت بازرگانی، پردیس بین‎المللی کیش دانشگاه تهران، تهران،ایران علی اکبر فرهنگی استاد گروه مدیریت، دانشکده مدیریت دانشگاه تهران،تهران،ایران محمد رضا مهرگان استاد گروه مدیریت،دانشکده مدیریت دانشگاه تهران، تهران، ایران سپیده ایرانی دانشجوی دکتری تخصصی مدیریت رسانه، پردیس بین‎المللی کیش دانشگاه تهران، تهران، ایران Journal Article 2018 01 05 Objective There is a growing interest in the customers’ innovation in the realm of tourism studies. In the new global business ecosystem where individuals, organizations, governments and economy work together as an integrated network, we need a new innovation model. The model should be set at a level in which internal, external, cooperative and co-creative ideas can converge to create organizational values and sharing those values. Considering the active participation of the regional opponents in the world tourism industry, there is a need to an efficient multi-faceted model for co creative innovation in order to encourage the use of reasonable strategies in tourism industry in Iran which can lead to the development of tourism. One can lower the risk and decrease the costs of exploiting tourism programs through identifying different partnerships affective in the co-creative process. Hence, the main concern of the present study is to identify the consumers’ cooperation types in co-creative activities and their probable effects on tourism industry. Methodology The present study is a fundamental qualitative research. Grounded theory was used to extract theory out of the data. Deep semi-structured interviews, observation and documentary research were used as data collection procedures. The two groups of tourists and experts were interviewed in Iran and Europe tourism sites. The researchers used library and internet resources suh as books, articles, and case studies to complete the theoretical basis and used interview, asking for tourists and experts’ opinions to determine the desirable criteria. A sample size of 8 individuals was selected through non-random theoric sampling. Max QDE software was used to analyze the data and form theories while the interviews are all coded (open, pivotal, and selective) and then the subjects were extracted and joined together. Findings The researchers reported two types of partnership for the customers namely, explicit and implicit and two partnership objectives for the tourists. Customers’ partnership in co-creative tourism activities are classified into four categories of: explicit-cocreative, explicit-sharing, implicit-cocreative, and implicit-sharing. Conclusion The results showed that tourists can take part in cocreative activities within tourism organizations and companies in four different partnership types. Cocreative partnership characteristic allow customers’ involvement during the production time of the tourism product. The objective of explicit cocreative partnership is to create experiences or knowledge for tourists which includes brainstorming and co-thinking. Comparing the information of the customers among the companies at the same level can lead to creation of explicit ideas. Tourism companies, in explicit sharing, attempt to attract explicit partnership in order to share experiences or knowledge. Therefore, tourists are informed of their involvement in experience or knowledge sharing activities. Such partnership includes interview and sharing of ideas. Tourism companies furtively attract tourists’ partnership in implicit cocreative partnership in order to create experiences or knowledge. Cultural and impalpable programs are some instances of such partnership type. Finally, regarding implicit sharing partnership, we can consider visual programs and sharing activities among the characteristic of such partnership type. هدف: بین صنایع خدماتی، صنعت گردشگری جزء آن دسته از محصولاتی است که به‎دلیل ماهیت درآمدزایی، از جایگاه ویژه‌ای در بازارهای جهانی برخوردار است. استراتژی هم‌آفرینی با تأثیرگذاری بر تولید خدمات گردشگری مطابق با ایده مشتریان، شرکت‌ها را به سوی تولید محصولات رقابتی نوآورانه و گردشگرها را به سوی خرید بسته‌های جذاب هدایت می‌کند. پژوهش‌های پیشین به‎طور عمده از عواملی استفاده کرده‎اند که بر مبنای انواع مشارکت‌های هم‌آفرینی تبیین نشده‌اند. روش: در مقاله پیش‌رو و در قالب پژوهش بنیادی، انواع مشارکت‌های هم‌آفرینانه در بازار گردشگری با روش گراندد تئوری مطالعه شده است. یافته‎ها: پرسش‌های نیمه‎ساختار یافته‎ای، برگرفته از ترکیب دو الگوی اصلی هم‌آفرینی و مطابق با پرسش پژوهش، مطرح شد و مصاحبه‌های عمیقی با دو گروه گردشگران و خبرگان در دو منطقه گردشگری جهان انجام گرفت. پاسخ‎دهنده‌ها از طریق نمونه‌گیری غیرتصادفی تئوریک انتخاب شدند و روی مصاحبه‌ها کدگذاری و تحلیل انجام شد. نتیجه‎گیری: نتایج نشان داد دو نوع مشارکت آشکار و پنهان وجود دارد که با هدف به اشتراک‌گذاری و آفرینش تجربه‌ها و دانش، مشارکت مصرف‌کنندگان را در فعالیت‌های هم‌آفرینی تسهیل می‎کنند.

https://jibm.ut.ac.ir/article_67080_6c98e09d20363db5361f1a944a6abc29.pdf

انتشارات دانشگاه تهران مدیریت بازرگانی 2008-5907 10 4 2018 12 22 Investigating the Effect of the Consumers’ Ethical Philosophies (Idealism, Egoism, and Materialism) on their Perceived Unethical Marketing بررسی تأثیر فلسفه‎های اخلاقی (آرمان‎گرایی، خودگرایی و مادی‎گرایی) مصرف‎کنندگان بر بازاریابی غیراخلاقی درک‎شده آنها 905 921 68472 10.22059/jibm.2018.230806.2562 FA محمدصادق قربانیان گزافرودی دانشجوی دکتری گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران فاطمه سعیدی راد دانشجوی دکتری مدیریت بازرگانی، واحد تهران مرکز ، دانشگاه آزاد اسلامی، تهران، ایران بهرام خیری دانشیار گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاداسلامی، تهران، ایران منصوره علیقلی دانشیار گروه مدیریت بازرگانی، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران Journal Article 2017 04 08 Objective Some ethically controversial behaviors within the companies have faced today marketing with the hallmarks of lying, deception, exaggeration, fraud, privacy violation and similar accusations. Therefore, creating and maintaining good relationships with the customers on one hand, and drastic lack of studies concerning the customers' perception of ethical and unethical marketing have made it important to create such perception by studying ethical philosophies as a framework to explain the perception process, decision-making and the customers' responding to ethical situation. The present research investigates the effect of ethical philosophies on perceived unethical marketing. In so doing, three ethical philosophies have been analyzed including idealism – the degree to which individuals understand actions such as right or wrong, and the degree to which they believe that they will be able to obtain the consequences they desire-; egoism – the extent to which an individual places his/her own well-being over that of others- and materialism – the importance a consumer attaches to worldly possessions. Methodology The present study is descriptive-survey research. The statistical population includes all the students of Management Department of Azad University of Tehran, the Central Branch and, according to Morgan’s table, a sample size of 375 students from among around 10000 were selected based on random stratified sampling. Finally, 400 questionnaires were distributed and 375 were collected. SPSS was run for confirmatory factor analysis and AMOS18 was used to conduct structural equation modeling to analyze the relationship between the research constructs. Findings The results showed that customers’ idealism had no effects on their perceived unethical marketing, while egoism had a negative effect on their perceived unethical marketing related to 4P. In addition, the more materialistic the customers are, the higher their perceived unethical marketing i.e. the materialistic customers are more sensitive to the ethicality of the activities and behaviors of the company. Conclusion Provided that the ethical philosophy of idealism is proved to have no effects on Iranian customers' perceived ethical marketing, its noteworthy that there are many ethical philosophies capable of affecting individuals' ethical judgments and their effectiveness is highly in line with the cultural and social contexts in the society. Considering egoism indicators, one can analyze that the egoistic individuals and societies only care for their own personal benefits and show less sensitivity to observing ethics by the companies. Hence, in such societies it is necessary for the companies to persuade the individuals that dealing with the company will maximize their personal benefits. The more materialistic people have shown higher sensitivity to the effects of the activities of the companies on their properties; so, they showed higher unethical perceptions because of the threat regarding their loss of their properties. Therefore, in such marketing environment, the companies should provide services to ensure protecting their customers' properties and the safety of the transactions. In addition, materialistic consumers have an unethical perception of the companies' marketing because they did not conclude that companies' marketing will lead them gain more happiness and success. As a result, the companies should propose the idea that the materialistic customers will gain more happiness and satisfaction if they get in touch with them. هدف: امروزه با تغییر تفکر بازاریابی از مبادلات معامله‎محور به روابط بلندمدت، اهمیت موضوع اخلاق در بازاریابی بیش از پیش افزایش یافته است؛ از این رو بررسی عواملی که می‎توانند بر شکل‎گیری ادراک مصرف‎کنندگان از بازاریابی غیراخلاقی مؤثر باشند، در کانون توجه بازاریابان و محققان قرار گرفته است. پژوهش حاضر در همین رابطه و با هدف بررسی تأثیر فلسفه‎های اخلاقی (آرمان‎گرایی، خودگرایی و مادی‎گرایی) مصرف‎کنندگان بر بازاریابی غیراخلاقی درک شده آنها در حوزه محصول، قیمت، توزیع و ترویج اجرا شده است. روش: روش پژوهش حاضر، توصیفی ـ پیمایشی بوده و ابزار گردآوری داده‎ها، پرسش‎نامه است. جامعه آماری آن، دانشجویان دانشکده مدیریت دانشگاه آزاد اسلامی، واحد تهران مرکز هستند و نمونه آماری شامل 375 نفر از دانشجویان می‎شود که به روش تصادفی طبقه‎ای انتخاب شده‎اند. برای تجزیه و تحلیل داده‎ها از نرم‎افزارهای SPSS و Amos استفاده شده است. یافته‎ها: نتایج حکایت از آن دارد که خودگرایی و مادی‎گرایی مصرف‎کنندگان بر بازاریابی غیراخلاقی درک شده آنها در حوزه محصول، قیمت، توزیع و ترویج تأثیر مثبت دارند؛ اما آرمان‎گرایی بر بازاریابی غیراخلاقی درک شده تأثیری نمی‎گذارد. نتیجه‎گیری: به‎دلیل اهمیت موضوع اخلاق در بازاریابی، برای ایجاد و حفظ روابط بلندمدت با مصرف‎کنندگان و نقش فلسفه‎های اخلاقی در پیش‎بینی ادراک و پاسخ مصرف‎کنندگان در موقعیت‎های اخلاقی، شرکت‎ها باید نسبت به تأثیر این فلسفه‎های اخلاقی بر ادراک مصرف‎کنندگان از میزان اخلاقی بودن فعالیت‎های بازاریابی خود حساسیت بیشتری داشته و در انتخاب استراتژی‎های بازاریابی در حوزه محصول، قیمت، توزیع و ترویج، وضعیت این فلسفه‎های اخلاقی را در بازار هدف خود مد نظر قرار دهند.

https://jibm.ut.ac.ir/article_68472_eda7d383185ecadfaa79c7a07ac71dc2.pdf