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... 

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... 

Living in a digital era, more and more of businesses are going online. Sudden outbreak of covid19 pandemic accelerated the expansion of e-commerce and pushed an increasing number of businesses to go online. One of the most important issues in a world of e-commerce, is how to measure the results and improve the outputs. Focusing on the digital marketing, the process is usually called “conversion rate optimization”. While there is an extensive literature on various methods of improvement and optimization, we aim to do so using the notion of digital nudging, which is rather a novel concept. Digital nudging is a model that, by incorporating nudge techniques and cognitive biases, tries to change... 

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,... 

The Study of antecedents and considering the status of Project-Based Organizations (PBOs) in our country such as MSA, Azarab, Sadad Machine, etc indicates that they are facing lots of problems in different aspects. This bad situation is in a way that amendment of part of sections guarantees the continuity of bad performance of these companies and we have to apply Business Process Reengineering and establishing a radical change in these firms. So the present research according to managers and experts opinions, several year observations of the writer and review of the literature of BPR, Project Management (PMBOK) and PBOs; and based on a library research, introduces the processes of PBOs in 3... 

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... 

converters, the different configurations for matrix converters are proposed. In this thesis, a one-phase to three-phase matrix converter is used to control in three-phase induction motor. Different control methods are proposed to control the induction motor. The novel control methods include close loop speed and converter output current controls of induction motor are proposed based on SPWM. The structure of indirect matrix converter for the mentioned application also investigated. Moreover, three usual method of control of induction motor: DTC (Direct Torque Control), FOC (Field Oriented Control) and Space Vector Modulation are applied to the single to three- phase matrix converter. Each of... 

In today's competitive market we are witnessing the continouse production of new products. This forces companies to choose their branding strategies very carefully، since a wrong decision and a failure can lead to unfortunate consequences. So، Investegiating the factors that can affect new product branding strategies have become very important. Among these strategies, brand extention strategy has been more popular since it can increase the success probability of a new product. As a result، in this research we have investigated the influencers of evaluation of two branding strategies: brand extension and new brand. More specifically، this research aims to investigate the relation between... 

Increasingly adopting of multiple channels by companies in order to achieve greater market coverage and more sale, has made managers to deal with a new challenge of avoiding conflict in multiple channels. The importance of the issue and lack of empirical research provided motivation to study approaches to minimize multiple channel conflict and explore how they reduce conflict. Therefore a qualitative study using a single case (Solico Group) was conducted. After reviewing the literature 7 approaches were identified to minimize multiple channel conflict: Superordinate goals (goals that achieving them requires efforts and resources of more than one channel), Brand (using products with different... 

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... 

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... 

Diabetes is one of the most prevalent chronic diseases. Blood glucose control provides diabetics with the opportunity to keep their normal lifestyle, being a productive resource in the society, while ignoring to do so impose a huge cost to the society. Hence, it is of vital importance to find an appropriate approach to control and prevent the subsequent complications of diabetes. One of the most effective approaches is self monitoring of blood glucose (SMBG), which is now available through the commitment of a number of medical equipment companies to introduce SMBG products to the market. Some of the noted companies appointed Iran medical equipment market as a target for their market... 

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... 

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... 

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,... 

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... 

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... 

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... 

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... 

Mobile and wireless services industry has been among the most attractive businesses recently and is progressing at a fast pace. In this huge industry various organizations and entities cooperate to deliver value to the end user. The mobile operator plays the pivotal role in this chain. Hence mobile operator’s market was chosen in this study as the representative of the industry. Market segmentation and customer satisfaction are the main topics of this study.
Market segmentation for MCI was done using data mining with two-step algorithm. Input data included the consumer behavior extracted from mobile post-paid bills. The results indicated five distinctive clusters. The next part included...