Sharif Digital Repository

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... 

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... 

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... 

Customer relationship management is a comprehensive strategy for managing the relationships with customers. Customer relationship management involves technology for automation, organizing, and adaptation of business processes, including sales activities, marketing and customer service. Main purpose of CRM is finding and attracting new customers, maintaining current customers, attracting the organization's former customers, reducing marketing costs and customer service. Most studies in this area are related to B-C organizations and few studies are related to B-B and especially project based organizations. This study aimed to identify the factors affecting the implementation of customer... 

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... 

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... 

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,... 

The type of consumers’ perceptions of brands is a key factor in establishing long-term business-consumer relationships. As a result, building strong brand perceptions is a principal priority for companies today. Research in brand image has long been one of the main areas in marketing research, because it plays a vital role in building brand equity. Concerning the rise in the number of product categories and the number of similar brands, firms have felt a need to know their brand images among competing brands from the consumer’ s point of view in order to invest in their brands and approach their brand images to the consumer’ s preferable image. Because of the fact that the brand image... 

This study analyzes determinants of customers’ switching intentions. The context of this study is service area and we have studied customers’ behavior of internet service providers. In this research we focus both on transactional and relational variables. We have tried to clarify the role of consumers’ commitment on their intentions to switch. Drawing from literature and based on previous service switching research we have developed a switching model. This includes two component of customer commitment and the antecedents of commitment. We have developed our hypothesis according to this model and the literature review. The survey was administered to ADSL internet home users. A sample of 130... 

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 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... 

This research is conducted aiming to analyze the Customer Knowledge Management and Customer Interaction Management in CRM in Iran Insurance Industry. Cheng and Yang Model was utilized for analyzing the two aforementioned parameters. The current research is descriptive and survey was conducted for data gathering. The research population involves 80 employees working in Technical and Marketing segments of the 5 insurance companies (Iran, Asia, Alborz, Dana, Parsian). The dependent parameter is Customer Interaction Management and the independent parameter is Customer Knowledge Management. The data collected from conducting the survey is analyzed by LISREL software and with Structural Equation... 

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... 

The purpose of this study was to investigate the attitude of young people towards luxury brands from the point of view of social identity (Case study: Luxury cars shopping in Tehran by young people).In this regard, while reviewing the concepts of attitude and luxury brands dimensions, using the method of regression and structural equation modeling, we investigated the attitude of young people towards luxury brands.The statistical population of this research includes customers of Del's Brandy Benz and BTBMW District 1 in Tehran. Their number is estimated to be 500, and the sample size is determined using Morgan Crujsi's table to determine the sample size of 217 people. Using the Simple random... 

The purpose of this study is to investigate the role of the effective factors on information satisfaction on customer online shopping behavior in Iran. In this regard, by reviewing the concepts of online shopping, customer behavior and information quality, using regression and structural equation modeling, we examined the role of the effective factors on information satisfaction on customer online shopping behavior in Iran. The statistical population of this study consisted of DJ's customers, their number is estimated to be unlimited, and the sample size was determined using Morgan Krjesy's table to determine the sample size of 384 people who were selected using simple random sampling. A... 

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... 

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,... 

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... 

Based on symbolic theories BRANDS have personalities and according to this, brands like human beings have personality and stable behaviors in a period of time. Customers can imagine brands like a live creature according to different causes such as marketing communications, social responsibility of brand, CEO behaviors, clients, customers, etc. “BRAND PERSONALITY” is an interesting concept in world of marketing and it is one of the most important part of the brand identity. Brand personality makes people think at “brands” as friends. We consider “personality” as a perception of knowing, feelings and motivations that make people reactions toward their environment. Consuming is a way of... 

Marketing nowadays is an extremely dynamic field in which brand plays a critical role. Although comparing to developed countries, marketing is not a very old science area in Iran, but in the past decade brand concept has become more and more important among marketing managers of domestic industries. Nevertheless, there is no scientific approach to manage this critical concept, i.e. brand among local companies.Since managing any concept requires measuring it, there have been many global research conducted in the past 4 decades in order to construct a measurement framework to evaluate brand equity. But in Iran however, there is a big gap in this area and brands are evaluated by marketing...