Sharif Digital Repository

Launching new food product is more difficult than the marketing of an existing product. Usually companies focus on their ability, and process (product orientation) in New Product Development but many scholar researches say that market orientation is a highly critical factor for new product success. Some literatures have been studied, and many success factors found out but some of them that were related to beverages were chosen. It is concluded by analysis of survey that Functionality, Being Healthy, Manufacture, Packaging, Availability, Repeat use, Trial cost, Feedback, Endorsement, Distribution Channel, Branding, and Awareness are important success factors in NPD in beverage marketing... 

Customer needs of Iran Print Industry have permanently been a secret for all producers, print centers and even many of the customers themselves. This research tries to find the relationship gaps between Iran Print Industry and its Individual /Industrial Customers, by identifying their needs. This will give recommendations on how manufacturers can increase their customers' satisfaction by providing them with what they need. Also it helps find the customers` satisfaction coefficient of the needs, which is a good guide for Customer Relationship Management in this industry.Therefore, manufacturers can spot these results by providing appropriate machines which can achieve these goals and offer... 

In this research the tendency of the Iranian companies in using marketing metrics will be examined. Business orientation and size of the firms have been considered as factors to be effective on diversified taste of companies in using financial, non-financial or a combination of both measures in evaluating marketing performance. An export-oriented sector of our country such as companies affiliated in IDRO must be able to measure the marketing performance as a prerequisite to be able to enter a global competition. In this research it has been attempted to determine the metrics favored by Iranian firms. It has been also concluded that the size of the companies has a direct relation with the... 

In the past two decades, there have been significant advancements in responsible management education at the international level. These developments have led to new discourses and pathways in the field of management education and research. Responsible Management Education (RME) involves considering perspectives related to the responsibilities of enterprises, the social impacts of private sector activities on society, attention to the environment and sustainable development, and business ethics in the curriculum of business schools. Business schools worldwide have initiated numerous programs, studies, initiatives, lessons, and events to address social issues, responsible management, and... 

Marketing innovation is an idea that is the focal point of numerous marketing scholars recently. This study investigated relationships among the innovation ambidexterity, marketing innovation, marketing agility, and the moderator effect of market turbulence. Attempts are made to understand ambidexterity and agility notions from marketing perspectives to accelerate marketing innovation and identify measures for all of the mentioned constructs. Main theories which have been used to justify the constructs’ relationships are dynamic capability point of view, resource-based theory, and ambidexterity theory. Structural equation modeling (SEM), utilizing the technique of partial least squares... 

The importance of a quick and authentic response in today's hectic business environment shows us the necessity of being alert. By understanding the value of alertness, we seek to find factors affecting it. In this article, we try to learn about new aspects of this structure. We expect that personality attributes and the way we look at the environment are influential in this matter. The amount of "curiosity" that is institutionalized in our personality and our "attitude" towards entrepreneurship has often been examined along with other concepts like mindfulness. However, the exact relationship between them has not been specifically analyzed. For this purpose, we started this research by... 

Personalized advertising has grown drastically as new tracking technologies allow advertisers to monitor consumers’ online behavior and distribute advertisements accordingly, which has given rise to privacy concerns. The present study investigates the role of personality traits and data source in social media behavioral advertising’s value perception. Two online studies were conducted to examine how plasticity (shared variance of openness and extraversion) and data source (first party vs third-party) affect consumers’ privacy calculus and purchase intention respectively. The participants, all active social media users from the United States, were hired from Prolific.co. For the first study,... 

Among businesses operating under the sharing economy model, ride-sharing platforms or Internet taxis have attracted a lot of attention and have been able to encourage millions of people to use them in a few years. Meanwhile, what has been the subject of numerous researches in recent years is the motivation of people to use this type of business. Understanding what motivates users to use these businesses is important to them because it helps them allocate their resources optimally by focusing on the benefits, shortcomings, and potential disadvantages of their product, And then by improving the provided service, have more advantages and attractiveness in the eyes of customers. Accordingly, in... 

Nowadays, different technologies help businesses in their various processes, especially marketing, so that their activities can be carried out in a better way.One of the emerging technologies that has come to the attention of retailers in recent years is augmented reality. With the help of this technology and only with a smartphone, a product can be viewed virtually and three-dimensionally in real space. There have been several studies on the effect of augmented reality technology on marketing processes and customers' shopping experience. Most of these studies have focused on the online shopping experience. This study examines how augmented reality technology, allows buyers to have more... 

Health Tourism Industry is an emerging and beneficial trend in Iran. This sector however, does not possess a long story in Iran, and therefore most of the facilitators and companies related to health tourism in Iran are SMEs. These small to medium size companies face different challenges in their process of growth. One of the major challenges is the problem of Customer Relationship Management. In order to manage relations with customers in a successful way, health tourism companies must have a comprehensive view of all needs and challenges related to customers, among their expectations, from the first contact between customer and company to the last moment of relationship. To design a useful... 

One way for businesses to grow and compete, in any age (especially the digital age), is to create a Brand Relevance through creating or finding, and then owning new categories or subcategories. In this way, instead of beating competitors; they become irrelevant by enticing customers to buy a new category or subcategory for which other alternative brands are not considered relevant. Firms traditionally rely on interviews and focus groups to identify these subcategories and customer needs. Nowadays, with the growth of social media, user-generated content (UGC) is also a good alternative source. However, Due to the large size of UGC and the non-informative or repetitive data it contains,... 

Free economic zones in Iran have been established with the goal of developing infrastructure, improving living conditions, fostering economic growth, attracting capital and increasing income, productive job creation, regulating job and goods market, maintaining active presence in international and regional markets, manufacturing and exporting of goods and providing public services. Yet many free economic zones have fallen short of these goals. Considering the government's inability to fund the development of the free economic zones with its limited financial capacity and shortcomings in terms of management system, it is imperative to the development of these regions that private sector... 

The purpose of this study is to investigate the factors that strengthen and inhibit the integration of organizational units in the university environment, specifically the integration of the "support" unit and "human resources" unit, which in this study is called "human capital"unit. In the integration literature, the integration of the two units of support and human capital has been less discussed. In particular, it seems that this issue needs more research in the academic environment with its own characteristics.This is an exploration research with the qualitative method and according to a case study of the Sharif University of Technology. To answer the research questions, several... 

Corruption is one of the environmental destructive factors, which has a long history among firms. Lots of research has been done regarding the impact of corruption at both the micro and macro levels. Some researchers believe that corruption can have severe negative impacts on the firms and even to the macro-economic level. However, others believe that corruption can act as a tool by which firms can do their stuff more effectively and efficiently. For combating corruption, governments have always taken action. In recent years, by virtue of technological advancements and ICT (information and communication technologies) tools, governments have employed them to reduce the level of corruption. In... 

Brand perceptual map is a practical tool for visualizing the position of a brand and its competitors in the mind of customers. In traditional ways of building a brand perceptual map, the researcher identifies important aspects of the product and designs a questionnaire to measure the scores of different brands to gather the required information from users. With the increasing development of online shopping, users have been voluntarily registering their reviews in online shops, in a free and unstructured manner, and have created valuable data sources in these online stores. Due to the large size of registered reviews, processing them requires the use of automated methods in computers. In... 

Right from the start, customer need has been the center of focus for every firm. It’s hard to find a single firm which is not focused and customer centric. Firms are spending millions of dollars every year to make customer surveys and interviews to find out customer needs, new product development and brand perceptions. After the invention of the internet and the rise of home computers people started to act differently. Most of the purchases went online and customer reviews flooded over the internet. They freely express their mind on websites which is a rich resource for market researchers and marketing firms. UGC is rich enough to analyze customer’s thoughts and needs. The volume of UGC has... 

In recent years, the tourism industry has become one of the most influential industries in the income generation of countries and has attracted the attention of researchers. Identifying the important features of the hotel from the users' point of view is one of the areas that have been considered, while the segmentation of hotel customers based on the extracted features has been less in the focus of researchers and the need for more research in this field has been felt by experts.Given that the desire to return to the hotel by travelers has always been one of the factors affecting the financial performance of hotels, the factors affecting it are of great importance. It can be very valuable... 

This thesis’s problem is how a manufacturer should select distribution channels and how to interact with the selected ones. The acquired model, analyzes strategies of the manufacturer regarding selecting distribution channels and coordinating contracts for a triple-channel supply chain environment. The aforementioned channels are physical, electronical, and direct. It is assumed that manufacturer is the Stackelberg leader and the physical channel is the electronical’s follower. Four scenarios are introduced to analyze players’ interactions through contracts. Horizontal competition with Stackelberg game is present in first three scenarios. The forth scenario obtains the maximum total profit... 

Previous studies and field evidences show that creating appropriate interactions between sales and marketing departments is a challenge for many organizations. The main objective of this research is to develop and elaborate a conceptual framework in which "cooperation mechanisms" between sales and marketing and it’s "consequences" determined and provide an explanation that shows how configuration of sales and marketing relationship affects its consequences. The results show that "organizational ambidexterity" is the core consequence in proper architecture of the relationship between sales and marketing. In the strategy literature, combination of the dual capabilities of exploration and... 

This thesis seeks to answer the following research questions: 1-How customers’ engagement with social media activation campaigns is conceptualized and operationalized? 2- What are the main antecedents of customers’ engagement with such campaigns? 3-How customers’ engagement with these campaigns affects brand image? The first research question is addressed in the first section of this research and includes five phases. Using the conceptualization of engagement in psychology, marketing, information systems, and some other fields, Phase 1 conceptualizes customers’ engagement with social media activation campaigns. This phase offers a comprehensive definition of this construct and discuss the...