Sharif Digital Repository

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... 

As a strategically critical stage of new product development, launch process has attracted a lot of attention. A lot of study has been done about launch and its effect on product performance.The objective of this thesis is to gain more understanding about new product launch and the way it is executed. The aim is to create a process description of product launch; how the process begins and how different phases follow each other until the introduction of new product. The main research problem is how new product launch can be described as a marketing-focused process. Further, the research problem is answered through literature review and empirical case study research. The literature review... 

Environmental problems have been one of the considerable issues since the irreversible characteristics of nature and its effect on human life were recognized. Scientists have proposed a variety of solutions in order to overcome such problems. Green marketing can be regarded as one of the solutions in this area. Similar to most other issues, this concept has been noticed less in developing countries compared to developed countries. Therefore, researchers in this study conducted a comprehensive research on the concept of green marketing in Iran focusing on consumers’ behavior.
To achieve relevant results, two types of research were conducted: qualitative and quantitative. The results of... 

Saffron has an important role in non-oil export in Iran. This product has different known and unknown attributes. In recent years Iran has spent great effort to declare this product to global markets. But, despite these efforts and while Iran is the greatest saffron producer in the world, the global markets is in authority of Spain and Iran has an unknown position in global markets. On the other hand lack of attention to systematic cultivation of Saffron leads to reduction quality levels, decreasing production rate and finally decreasing profitability in Iran. Also poor distribution and marketing and lack of full declaring Iranian saffron, internationally lose a large portion of global... 

Price and warranty are two powerful marketing tool that can stimulate consumers’ purchase willingness. Therefore, producers must choose the appropriate price and warranty that can stimulate customers to purchase the quantity that will achieve the maximum profit. This study investigates optimal strategies for price and warranty length of a new product to maximize profit of a producer during lifecycle of the product. We consider both durable products and non-durable ones. Customers buy non-durable products many times but if we consider the planning horizon relatively short, each customer buys one product during the period. So, the market for non-durable products is static and for durable ones... 

Queue is crucial in new atmosphere of business. Firms and people see the dark side of this phenomenon. Investigation on The other side of queue is our main purpose of this study. Examining the relationship between queue and Perceived Quality, Price, Sacrifice, Value, and willingness to buy that make our conceptual framework and hypotheses is our primary objective.Questionnaire designed for evaluating construct. For each construct, standard scale was used. A survey was conducted in Iranian universities. The final sample includes 295 respondents. Regression analyses were performed.Results show significant relationship between our construct that confirm the other side of queue. Results show... 

Small and medium-sized businesses in all countries are an important part of the economy, but are strongly affected by rapid changes in the external environment, especially demographic and economic. These rapid changes are affecting the marketing of these businesses to meet customers' needs and expectations in order to maintain a competitive position in the market. Startups, as a group of small and medium-sized businesses, are no exception and are affected by the changes. To respond to these changes startups need to have a proper marketing strategy in order to survive failure in this dynamic environment. The marketing strategy of these organizations is different from the marketing strategy... 

Nowadays we see competition between organizations to maintain excellence and survival in business. Organizations should focus on maintaining and satisfying their customers in their services and products, because it is the customers who, as buyers of services and products, provide the company's revenue stream. With the advancement of computer technology today, a large amount of customer data can be stored and maintained. This data is a valuable resource for analyzing customer behavior and making the right decisions for the organization. Organizations need to use customer behavioral data to make their marketing activities smart and data-driven. In fact, organizations need to move towards... 

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... 

One of the best ways to overcome the weaknesses of technology services in different industries is right technology transfer with feasibility in the country. 3D painters have been recently widely used industrially in different countries. The 3D printer is one of the new emerging technologies, enabling the production of every 3D objects with any complexity. 3D printing has provided the possibility of producing, in fastest, more economics and regardless of those complexities. By transfer of this kind of technology and proper management, a huge transformation can created in all industries and factories. To do this, there are several technologies of 3D printing, that each of them used in various... 

According to official statistics, family businesses form the majority of businesses around the world. When we talk about businesses, we are more likely to say that those firms face issues related to family businesses.One of the trending topics that has recently been considered by researchers and a lot of research has been done in this regard, is specific issues related to marketing and branding of family businesses.In this study, we tried to examine the family business brand in terms of reputation. Reputation is the perception in the minds of brand stakeholders about the brand and the organization. So we tried to take as fair and accurate a sample as possible, to seek the opinions of... 

Businesses need to narrow down their segmentation and divide customers into smaller groups because some low-loyalty customers have the potential to become loyal customers. Therefore, we have focused on non-loyal customers. This study proposes a framework in which customers with low loyalty value are examined in four six-month time periods and an overall two-year time period and divided into smaller periods. First, a clustering was performed with K-Means algorithm and RFM model, then the migration pattern of customers from one cluster to another was identified using the sequential pattern technique. The transition of customers and their potentiality was determined and according to these... 

In today's world, we see an increase in competition between businesses to maintain survival in the first stage and create a competitive advantage in the next stage. To have along.To achieve this, one of the best resources that can be used by any business is to use the stored data of their users' behavior so that they can optimize their marketing plans based on data and accurate categorization. To be.In this regard, in the forthcoming research, with the help of data mining methods to categorize and evaluate them by adopting the right policies, targeted and optimized marketing activities, and more specifically in this research, using data sciences Analysis and categorization of shared bicycle...