Journal of value creating in Business Management

Abstract Abstract
The aim of this research is to identify the dimensions and components of acceptance of social systems of customer relationship management by professional users using Web 2.0 technology. The current research is applicable in terms of nature, qualitative in terms of implementation method, and of descriptive and thematic kind. The statistical population of this research was made up of 15 university professors in the fields of management, business and IT along with managers of digital business companies, selected by non-random sampling method.
The criteria for selecting people are having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to take part in interviews (a semi-structured) and fill the questionnaires. Also, MAXQDA 2020 software was used in data analysis. The identified factors were extracted in the form of 40 indicators, 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems included three dimensions; organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (value creation, customer satisfaction, expectation of performance), and technologically has two components (social networks, content production).
Extended Abstract
Introduction
In the approval of customer relationship management, organizational changes and organizational developments are always expected. However, there is little knowledge about the effects of these changes on customer relations, employees and the quality of the effect of their activities and behavior on the success of customer relationship management. Factors affecting the acceptance of traditional customer relationship management have been supported by numerous studies in developed countries. Due to this, in developing countries, with significant costs, research studies investigating traditional customer relationship management systems and factors affecting the acceptance of customer relationship management from Companies and their customer prospects are facing infrastructure restrictions (Sana Azeem et al, 2020).
The application of social media is the latest development and innovation in information and communication technology in online business. The popularity of social media technology has contributed greatly to this development, as it engages individuals as part of an online social community and fosters peer-to-peer interaction. And it has created a new opportunity for organizations to use social networking platforms to do business, called social commerce. Social business creates prosperity in Electronics transaction through making relationship and sharing the evaluation of experiences of the social media website members in using the various products or services. (Fahadyar et al, 2021).
Therefore, the researcher asked the main question, what are the dimensions and components of acceptance of customer relationship management social systems by professional users using Web 2.0 technology?
Theoretical Framework
Social networking technologies introduced social customer relationship management as a new version of social customer relationship management strategy (Malthouse et al, 2013). Based on the literature, this research defines social customer relationship management as a type of social network technology for customer relationship management. Today, organizations around the world have more and more adopted social media for their different business purposes, such as labor collaboration, intelligent business, and social customer relationship management (Abedin, 2016).
Web 2.0 is a term that is often used in relation to the ever-increasing evolution seen in the World Wide Web. This transformation and transition has taken place from a set of websites towards computer bases that serve the final users of web applications. Finally, it is expected that Web 2.0 services will replace everyday computer software in many ways. Of course, it should not be assumed that Web 2.0 means a completely new and different version of Web 1. Rather, Web 2.0 is actually a symbol of the evolution and combination of complementary characteristics of Web 2.0. It is a set of new approaches in the Internet space towards open, flexible and collaborative development models for content production systems that can lead to reducing the costs of information production and processing, increasing public awareness, and increasing the efficiency of systems (Nobre & Silva, 2014).
Rabieh & Rezaeiyan (2022) discussed the effect of social customer relationship management on financial performance with the mediating role of customer commitment and customer satisfaction (case study: private banks in Khuzestan province). The results showed that social customer relationship management with the mediating role of customer commitment and customer satisfaction has a positive and significant effect on the financial performance of the private bank of Khuzestan province.
Mehrabi et al, (2022) discussed in their article entitled the explanation of the optimization model of marketing success and customer relationship management in electronic services and businesses. The results of the analysis of the findings showed that; Price, sales promotion, branding, perceptual/emotional features, hardware facilities, software facilities, social media, technological features, networking, innovation, customer orientation, digital marketing, inter-organization factors, marketing, and customer relationship management have a significant impact on marketing and e-commerce success. Following are some suggestions.
Research Methodology
The current research is applied in terms of nature, and qualitative in terms of execution method. The statistical population of this research was formed by 15 university professors in the fields of management, business and IT, and managers of digital business companies; and the sampling method is non-random purposeful to determine a group of experts. The criteria for selecting people were having a doctorate degree with more than 10 years of experience in digital businesses, having time, interest and ability to conduct interviews and questionnaires. The method of data collection was done by a library method. The study tools are literature and research texts.
 Research FindingsIn order to analyze the data, open and axial coding of MAXQDA 2020 software was used, and the results showed that the dimensions and components of acceptance of customer relationship management social systems extracted by professional users using Web 2.0 technology included in total 40 indicators and 8 components and 3 dimensions. Components and indicators of dimensions and components of acceptance of customer relationship management social systems, including three dimensions: organizational, customer, and technological; which organizational dimension has three components (manpower, organizational culture, organizational structure), customer dimension includes three components (expectation of performance, value creation, customer satisfaction), and technological has two components (social networks, content production).
Conclusion
The current research was conducted with the aim of identifying the dimensions and components of acceptance of customer relationship management social systems by professional users using Web 2.0 technology. The results of this research are consistent with the results of Rabieh & Rezaeiyan (2022), Mehrabi et al, (2022), Farsadfar (2021), Fahadyar et al, (2021), Fang (2021), Li (2020), and Jameel et al, (2019). Fang, (2021) has conducted a research under the title of the analytical effect of the e-commerce customer relationship management system based on smart network communication. In this research, he examines the analysis of e-commerce frequencies and the efficiency of customer relationship management. In this way, the existing limitations in the interference of e-commerce links and the construction of matrices of these links have been investigated in order to analyze the performance of the smart network communication system and technology to create a model for the productivity of customer communication. The results indicate that the optimization of e-commerce methods and communication with the smart network improves customer relationship management.
According to the obtained results, it is suggested that organizations pay special attention to the customer dimension, which has three components: customer satisfaction, value creation, and performance expectation. For this purpose, organizations through examining cases such as providing support and services to customers in the social networks they use, interacting and communicating with customers in real time, monitoring and quickly solving problems by monitoring and following up social networks, searching and rewarding brand supporters and customers who help others, help make the brand more visible in the places where the audience spends their time, increase interaction and deep relationships with customers, and etc. improve customer satisfaction.
In the organizational dimension, due to the importance of human resources, organizational culture, and organizational structure; organizations can address issues such as job satisfaction (salaries and benefits, rewards, employee relations, etc.), job security, secure environment, job hierarchy, delegation of authority, superior and subordinate relationships, and etc., influence the behavior of employees and institutionalize organizational culture among them.
Also, in the technological dimension, according to the results obtained and the importance of social networks and content production, organizations can give importance to things such as the content of the work produced according to the conditions and time (so that it can be republished by others), producing targeted content, excellent and attention-grabbing headlines, proper timing, high quality images and videos, avoiding repetition, etc. can achieve better success in the technological field.

Abstract Abstract
The purpose of this research is to design a model for the re-employment of employees during retirement in the Ministry of Education. The research method is a qualitative type of theorizing data-based, and the participants are decision-making and policy-making managers in the field of re-employment of retirees as well as some teachers who have taken re-employment during retirement. The sampling method is purposeful and snowball-type with the number of 12 people as sample, which include working retirees and experts in the field of education, and the research reached theoretical saturation with the targeted people. Data analysis is through open, central and selective coding, and Max Kyuda version 22 software is utilized. The findings of the research consists of 8 dimensions including individual, social, organizational, environmental, economic, political, individual performance, education system performance; and 23 components in the form of causal conditions, central conditions, strategies, consequences, interveners and contexts. The results of the research showed that conditions such as individual, social and organizational factors cause the re-employment of retired education workers. The mentioned factors make strategies such as livelihood-oriented strategy and entrepreneurial strategy to be defined as re-employment strategies. These strategies definitely have consequences, which include improving individual performance and improving the performance of the education system. The background of these strategies, i.e. political and economic factors, must be provided. Meanwhile, interveners such as environmental factors should not be ignored.
Extended Abstract
Introduction
Today, due to the increase in life expectancy, people still have many years ahead after retirement, and even in a considerable period of time, they have the physical strength and mental desire to work and accept job responsibilities.
Research has shown that the world's population was almost constant until the 18th century, and most of the people had a low average life expectancy due to wars and various diseases; but during the following years, it can be seen that more than three decades have been added to the average life of people. The predictions of the United Nations (2017) indicate that by 2050, the population over 60 years old will be more than 4 times compared to the year 2000 (Dehghani et. al. 2019). Considering the country's demographic changes and the effects and consequences of transitioning the age structure of the population, it is expected that the number of retirees in our society will continue to increase in the future decades (Statistical and Socioeconomic Analysis Office, 2019). On the other hand, regarding the financial resources of the education organization, it is stated that the share of the education budget from the public resources of the government in 1401 is 9.6%; while the share of the education budget from the government's public resources in 1400 was 12.7 percent (Fars News Agency, 2022). Therefore, serious attention and scientific planning to meet the needs of society's education workers can have significant effects on society's health from various aspects. But the more important issue after knowing about the increase in the number of retirees is the issue of their employment, which has two aspects and is somewhat contradictory. On one hand, we should pay attention to the fact that a retired person, after a relatively long and continuous period of work and effort, needs to enjoy welfare and rest and benefit from the welfare and support facilities of the society.
Theoretical framework
Regarding the theory of Maslow's hierarchy of needs, Maslow has stated 5 basic needs in humans, including physiological needs, safety, belongingness, affection, respect (dignity), and self-actualization (Naili, 2014). Regarding the re-employment of retirees, according to Maslow's theory, it is stated that in order to meet high-level needs, retirees are first forced to meet their physiological needs, so they turn to re-employment to meet their physiological needs by earning income. According to manifest need theory, needs that are more acquired than inherited are activated by external body stimuli. For example, if a person finds a need for social relations, he communicates with others only if he considers the social situation appropriate, and only then does his need become apparent. According to this theory, needs include the needs of solicitation, affection, autocracy-autonomy, power, aggression, stimulation, tolerance, pretentiousness, convenience-seeking, nurturing, order, unburden, and recognition (Zohori, 2015). According to existence-dependence-growth theory, human needs include existence needs, dependence needs, and growth needs (Naili, 2014). However, he does not agree that every need appears after satisfying the lower order need (Zohori, 2015). According to this theory, the re-employment of retirees is due to the fact that all the needs of retirees can be created at the same time and combined to motivate them. According to disengagement theory, the decline in social interaction during retirement is because, against the will of most retirees, society leaves them. In fact, the society and the retired person mutually limit many of their bilateral relations with each other. According to this theory, the inevitability of death forces a person to leave an important part of their social roles. Also, in activity theory, activity increases health during retirement and a person who remains active will adapt to the situation in a better way. In fact, successful retirement requires new roles to be discovered, or new means to maintain old roles (Afra et al. 2020).
Methodology
The method used in this research is qualitative. The strategy used is data-oriented theorizing with Strauss and Corbin's approach. The participants of this research are decision-making managers and policy makers in a sense in the field of re-employment of retirees and some teachers who have taken re-employment during retirement. They were selected to identify, extract, and explore "concepts" and "categories". The sampling method is non-random or purposeful and snowball. The number of participants is 12.
Research findings
The findings of the research include all the causal conditions, the central category, strategies, consequences, contexts and interveners of the research. Individual factors in causal conditions are subsistence and material needs, emotional and communication needs, and psychological needs. Organizational factors include the educational structure of the education system and the economic structure of the education system. The educational structure of the education system is in such a way that according to the fundamental transformation document and the vision document of the education system, it should benefit from the expertise and experience of human capital. The central category is the main category that appeared in the data multiple times with other categories. The central category of this research is called re-employment, which contains the components of skill diversity, task identity, and the importance of task and independence. The meaning of skill diversity is that a job that requires the use of a large number of personal skills and talents, challenges all the abilities and skills of a person; and people will most likely find such jobs meaningful. The strategy considered in this research is based on livelihood strategy and entrepreneurship strategy. It is stated in the livelihood-oriented strategy that this strategy is written with this name due to the fact that it only solves the livelihood problems of retirees. The consequences of re-employment of education workers during retirement lead to improved performance and sustainable development. Regarding the improvement of individual performance, it is stated that after retirees return to work, according to research data, one of the consequences is the improvement of individual performance. The background conditions in this research are economic and political factors; economic factors means financial resources and equipment that must be provided for the re-employment of retired education workers. As stated in the previous chapters, the Ministry of Education and the inadequacy of its budget with the received expenses should be reviewed. Economic factors include financial resources and equipment, which are explained separately below.
Discussion
As the findings of the research showed, the re-employment model of retired employees includes 8 dimensions including individual, social, organizational, environmental, economic, political, individual performance, education system performance; and 23 components in the form of causal conditions, central, strategies, consequences, interveners and contexts. The causal conditions of re-employment of education workers during retirement in this research include individual, social and organizational factors. The central category, which is the re-employment of retired education staff, includes skill diversity, task identity, and the importance of task and independence. Research findings in the category of strategies include livelihood-oriented strategies and entrepreneurship. The results of the research have led to improved performance and sustainable development. Intervening conditions, which are factors such as environmental factors, have affected livelihood-oriented strategies and entrepreneurship. Environmental factors include beneficiaries and demographic characteristics of retirees. Background conditions also include economic and political factors. In the end, it is concluded that conditions such as individual, social and organizational factors cause the re-employment of retired education workers. The mentioned factors make strategies such as livelihood-oriented strategy and entrepreneurial strategy to be defined as re-employment strategies. These strategies definitely have consequences, which include improving individual performance and improving the performance of the education system. The background of these strategies, i.e. political and economic factors, must be facilitated. In the meantime, interveners such as environmental factors should not be ignored.

Abstract The purpose of this research is to provide a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees. The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.
Extended Abstract                                          
Introduction
Tourism entrepreneurship is a popular research topic due to its ability to combine different topics such as technological innovation, economic geography, and cultural change. In general, it includes the use of innovation, risk-taking, and being active in a tourism environment (Ratten, 2020). Social entrepreneurship refers to innovations, new business ventures, and models as strong business objectives. On the other hand, social entrepreneurship is more ethical in entrepreneurial activities, with a detailed social change plan, influenced by social and environmental values ​​(Branzei, 2012; Haugh & Talwar, 2016). This is due to the drastic changes caused by technology innovation; like entrepreneurship through the sharing economy, which leads to direct interaction of people with tourism services (Yu & Wang, 2019). This emphasis on technology in tourism entrepreneurship is important because new innovations are constantly changing industry dynamics (Yu & Spencer, 2021; Buhalis et al, 2019). Since entrepreneurship is a broad field in general, there are many opportunities for researchers in this field to focus on areas of interest which have been neglected (Fu et al, 2019). The phenomenon of social entrepreneurship in the development of rural tourism has been raised as a critical issue in the field of improvement and welfare of communities. Instead of maximizing profit, it focuses on social problems; because it brings local social benefits such as cultural integration and employment (Celebi et al, 2020).
Considering the importance of social entrepreneurship criteria and the lack of studies in the field of examining these criteria to achieve development goals, the purpose of this research is to identify social entrepreneurship criteria in the development of tourism in rural areas in Gilan province. Therefore, in this research, the researcher intends to answer the basic question that what the model of social entrepreneurship in the development of rural tourism in the target villages of Gilan Province is.
Theoretical Framework
Rural entrepreneurship
Rural entrepreneurship is an activity that helps rural people to turn opportunities into profitable economic activities and provides employment, increased income and wealth production, improves the quality of life, and helps local people to participate in the economy (Reagan, 2002).
Entrepreneurship and tourism
The creative use of the concept of entrepreneurship for community-based tourism is known as an approach to improve the quality of life of communities as well as provide livelihood and sustainable development (Tan et al, 2018). The most important advantage of promoting entrepreneurship in tourism can be said that since the tourism sector is one of the country's economic sectors and in fact, one of the axes of the country's economic development, thinkers and policy makers have paid special attention to the development of entrepreneurship in tourism and solving its problems (Hesam et al, 2015).
Tourism social entrepreneurship
Sheldon et al, (2017) have defined the tourism social entrepreneurship as follows: a process that uses tourism to create innovative solutions for urgent social, environmental and economic problems in the destination by mobilizing ideas, capacities, resources and social agreements, from inside or outside the destination, for its sustainable social transformation (Sheldon et al, 2017).
Mansoori et al, (2024) investigated the presentation of the model of factors affecting the development of scientific tourism in Iran's higher education system. The obtained results showed that the nine main factors affecting the formation of higher education tourism in Iran in order of influence are: dynamic political exchanges with the world at the national level, the existence of macro-national policies in the field of academic interaction, facilitating the process of acceptance in political and administrative dimensions, the existence of economic and technical infrastructures for foreign students, the international language level of faculty members and staff as well as the structure of dynamic and accepting higher education, the existence of a sense of security in social, security and political dimensions for foreign students, and branding factors of universities and introducing historical, cultural and religious attractions to the world.
Ratten (2020) in a research comprehensively examined researches in the field of entrepreneurship in tourism and it is noted that it focused on lifestyle and sustainable forms of tourism entrepreneurship without considering emerging technologies and other forms of entrepreneurship like digital and social.
Research methodology
The research method is qualitative and applicable. The statistical population of the research includes 10 managers, experts and university professors in the field of tourism, selected by purposeful sampling and inviting interviewees.
Research findings
The results of the qualitative questionnaire and open interview with the sample members, after taking notes and transferring to the system, were analyzed using coding and the data-based method and Maxqda software, and the output and the final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business; which may in turn cause more harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to address various social problems through tourism entrepreneurship.
Conclusion
The present study was conducted with the aim of providing a model of social entrepreneurship in the development of rural tourism in the target villages of Gilan province. The results of this research are aligned with the results of Mansoori et al, (2024), Yahya Zadeh et al, (2023), Vukovic et al, (2023), Falah Tafti et al, (2023), Buruj Ali (2022), Ratten (2020), Meitriana et al, (2019), Aquino et al, (2018), Mahmoudzadeh & Arjamandian (2016), Hesam et al, (2015), and Roknodin Eftekhari et al, (2013). Fallah Tafti et al, (2023) introduced two criteria of belief in entrepreneurship and creative use of resources at the ninth level at the end of the model specified in their research, as the most effective criteria affecting other criteria.
Considering the importance of the categories of technological factors and innovation in the development of tourism, it is suggested to create disruption in the traditional tourism industry, rely on the aspect of continuity of innovation in it, which is an inseparable aspect of social entrepreneurship. On the other hand, in order for tourism destinations to be able to create a competitive advantage, businesses related to local tourism should follow the model of social businesses that use innovative strategies related to the provision of products and services, organizational structure, operational processes, procurement and marketing.

Abstract Abstract This study aims to explain the indigenous and cultural characteristics influencing the formation and development of hybrid entrepreneurship in Mazandaran province, with a particular focus on the integration of tourism and agriculture. A qualitative research approach, specifically phenomenology using Colaizzi’s method, was employed to deeply understand the lived experiences of local hybrid entrepreneurs and to identify the cultural and indigenous factors shaping their entrepreneurial paths. Data were collected through in-depth semi-structured interviews, using purposive and snowball sampling among 25 local tourism-agriculture entrepreneurs, and continued until data saturation. Data analysis followed Colaizzi’s seven-step process, emphasizing the extraction of fundamental concepts and thematic clusters. Research findings were categorized into three main themes: environmental and local variables, hybrid entrepreneurship-related variables, and facilitating factors. The results indicate that the interplay of cultural, geographical, and climatic characteristics, along with local networks and support structures, provides a suitable foundation for the emergence and continuity of hybrid entrepreneurship in Mazandaran. Accordingly, strengthening support infrastructures, focusing on education and knowledge transfer, and leveraging indigenous cultural capital are recommended as practical strategies. Introduction In recent years, hybrid entrepreneurship, as a new approach in which individuals engage in entrepreneurial activities alongside their main job, has attracted much attention in Iran and the world. Despite the significant development of this type of entrepreneurship, the role of environmental, social, and cultural factors in the formation and success of hybrid entrepreneurs has not yet been fully elucidated. Mazandaran Province, with its specific local and cultural characteristics (such as cooperative culture, family values, strong social connections, and ethnic diversity), has created a unique context for examining the impact of these variables on entrepreneurial behavior. However, most of the research conducted so far has focused more on economic or motivational factors and has paid less attention to explaining regional cultural and indigenous characteristics on the behavior and sustainability of hybrid entrepreneurs. This research gap becomes more serious when tangible differences in the success rate, motivations, barriers, and opportunities of hybrid entrepreneurship are observed among different regions of Iran. As a result, the main issue of the present study is to explain the specific cultural and indigenous characteristics of Mazandaran province, the path of formation and continuation of hybrid entrepreneurship. The answer can, in addition to enriching the theoretical literature, also provide the necessary basis for policymaking, empowerment, and targeted support for hybrid entrepreneurs in Mazandaran. Theoretical Framework Hybrid Entrepreneurship Hybrid entrepreneurship refers to the situation of individuals who simultaneously work in a formal job (either full-time or part-time) and launch or manage an independent entrepreneurial business (Uriarte et al., 2024). The distinctive feature of this type of entrepreneurship is the dual employment of individuals, the reduction of risk arising from the failure of a new business by maintaining a fixed job income, and the possibility of flexible planning for dividing time and resources between organizational and entrepreneurial activities (Crider et al., 2024). Hybrid entrepreneurs, by utilizing the knowledge and experiences gained in both fields, can transfer learnings and skills between their main job and their business and benefit from the profites of both. The process of forming hybrid entrepreneurship usually proceeds gradually; in such a way that the individual first works with his main job, then starts a new business on a small scale or as a side project, and then continuously evaluates the success of the new business by managing both activities in parallel (Carr et al., 2023). If the new business is established and profitable, some of these individuals decide to leave their main job and enter the entrepreneurial field completely. This gradual nature of the path, reduced risk, and the possibility of continuous assessment of conditions have made hybrid entrepreneurship a desirable option in societies with unstable economic conditions or conservative work cultures, and has led many entrepreneurs to prefer this path to full-time entrepreneurship (Demir et al., 2020). Research Methodology The statistical population of this study consists of all hybrid entrepreneurs active in the field of agritourism in Mazandaran province. Hybrid entrepreneurs here are people who simultaneously play a role in two specific fields—i.e., agricultural activities (agriculture, horticulture, animal husbandry, and rural by-products) or tourism (such as setting up ecotourism lodges, agritourism, or ecotourism). This group plays an important role in developing the local economy and preserving the socio-cultural characteristics of the province by linking local businesses and the new wave of entrepreneurship based on regional capacities. To select statistical samples for interviews, a purposive sampling method with maximum diversity was used, followed by a snowball sampling method to identify key individuals with diverse experiences. The inclusion criteria for samples included: simultaneous activity in two tourism or agriculture sectors, such that both sectors constitute a significant portion of the individual's time and income; a history of at least three years of continuous activity in both sectors; being native or long-term resident of Mazandaran province; willingness and readiness to participate in in-depth interviews and transfer lived experiences; geographical diversity (different cities/villages in the province), gender, education level, and age (to increase data richness). After initial identification of samples through local communication networks, unions, and recommendations from informed individuals; semi-structured interviews were conducted with 25 entrepreneurs (based on the principle of data saturation). The data analysis process was conducted based on the seven stages of the Colaizzi’s method: (repeated study of the collected data for general understanding, extraction of meaningful expressions, formulation of fundamental concepts and meanings, classification of meanings into conceptual clusters, formulation of a comprehensive description of the phenomenon under study, structural description (semantic construction) of experiences, validation of findings through feedback from participants). The validity and reliability of the research were ensured by criteria such as participant review, data richness, and use of a research collaborator. Specialized MAXQDA software was used to analyze textual data. Research Findings The findings of the present study are categorized into three main categories and several related clusters, each of which explains different aspects of the process of formation and continuation of hybrid entrepreneurship in Mazandaran Province. The first category, “Environmental and Local Variables,” emphasizes the role of indigenous cultural values ​​and beliefs and the geographical and climatic conditions of the province in creating opportunities and shaping entrepreneurial behavior; in such a way that indigenous culture and natural conditions of the region provide a unique platform for the development of hybrid businesses and, as an advantage and sometimes a challenge, are influential in policymaking and the choice of business model. In the category of “Variables Related to Hybrid Entrepreneurship”, the motivations and incentives for entering this field are highlighted and show that individual preferences, livelihood requirements, the search for economic sustainability, and the desire to maintain and strengthen cultural identity have been among the most important factors driving entrepreneurs to launch and continue hybrid businesses. Also, the issue of business model and structure explains the diverse approaches in managing and organizing these activities, which are designed in accordance with the local characteristics of the region and the necessities of integrating the two fields of tourism and agriculture. Finally, the category of “enabling and facilitating factors” reveals the determining importance of government and local supports and facilities, as well as the role of education and knowledge transfer (formal and informal). These results imply that access to support facilities and the creation of appropriate learning platforms both lead to strengthening the individual capabilities of entrepreneurs and facilitate the sustainability, development and effectiveness of hybrid businesses at the regional level. In this way, the classification of findings reflects the systematic and multilayered link between cultural-environmental components, local management motivations and models, and the role of supporting policies and infrastructure. Conclusion According to the results of the present study and comparison with previous studies, it is suggested that training programs and specialized workshops focusing on the transfer of local knowledge, successful experiences, and new skills of hybrid entrepreneurship in the field of tourism-agriculture be held for activists and interested parties at the provincial level. This work can be done with the participation of universities, local entrepreneurs' networks, and institutions in charge of rural and urban development to facilitate the transfer of experience and practical knowledge to the new generation and interested parties. It is also suggested that by creating support packages based on the specific needs and characteristics of hybrid entrepreneurs (such as financial support, access to infrastructure, reducing bureaucracy, and receiving expert advice) and focusing on utilizing eco-oriented capacities; the formation and continuity of hybrid businesses can be facilitated. It is suggested that these supports, in addition to economic aspects, be applied in the field of market access, marketing, and facilitating networking. It is recommended that provincial policymakers and planners, when designing entrepreneurial development models, pay special attention to strengthening the link between hybrid businesses and indigenous values, beliefs, and rituals of Mazandaran, because strengthening local identity will increase the sustainability and differentiation of entrepreneurial models. Platforms for cooperation between business owners in different fields (tourism, agriculture, information technology, etc.) and the development of interdisciplinary networks along with local entrepreneurial clusters can pave the way for the transfer of experience, innovation, and acceleration of the growth of successful hybrid entrepreneurial models in the province. These networks, with the support of government and academic institutions, can play a facilitating role in interactions and social capital.

Abstract Abstract This study aims to design an e-business strategic model based on effectiveness outcomes in line with value creation. This study is fundamental in terms of its objective, descriptive-analytical in terms of nature, and based on a qualitative approach to data-based theorizing in terms of its method. The tools used in this study were interviews and a statistical sample consisting of 15 academic experts and e-business managers. The sampling method in this study was theoretical, which continued from in-depth interviews with experts until theoretical saturation. In the analysis process; open, axial, and selective coding were used, and the content of related reports and interviews was analyzed using MAXQDA software, and 81 open codes (concepts) and 16 subcategories were obtained. The results of data analysis showed that causal conditions consists of 3 subcategories (Planning and evaluation, market needs assessment, and customers' online shopping experience), contextual conditions consists of 3 subcategories (technical requirements, electronic maturity, and e-commerce infrastructures), intervening conditions consists of 3 subcategories (specific characteristics of each business, government policies, and facilitators), pivotal conditions consists of 3 subcategories (characteristics of distribution of goods and services, characteristics of exchange of goods and services, and characteristics of communication between buyer and seller), strategies consists of 2 subcategories (economic strategies of business, and marketing and sales strategy), and the main category of consequences consists of 2 subcategories (effectiveness consequences for business, and effectiveness consequences for customers). Introduction Rapid developments in information and communication technology have transformed the business environment and provided unprecedented opportunities for the development of electronic businesses. These changes have enhanced value creation for organizations and customers by providing access to broader markets, improving processes, and providing innovative services. E-business goes beyond online buying and selling, and includes process integration, internal and external communications, and effective stakeholder engagement that is value-creating through transparency, efficiency, and strengthening relationships. Success in this area requires adapting to changes and designing strategic models that maximize effectiveness and anticipate customer needs. Value creation in e-business is achieved by improving customer experience, reducing costs, accessing global markets, and optimizing processes. Data analysis to understand customer behavior and provide personalized services creates competitive advantage. However, there are challenges such as intense competition, market changes, and gaining customer trust. Effectiveness, as a pillar of value creation, creates mutual value for the organization and customers by increasing revenue, reducing costs, and improving efficiency. Technologies such as artificial intelligence enhance this value by responding to needs more quickly. This research, with a qualitative data-driven approach, presents a strategic model that integrates causal, contextual, intervening conditions, strategies, and outcomes of effectiveness. Unlike previous studies that focused on technical or marketing aspects, this study fills the gap in the comprehensive analysis of value creation and answers the question: How can a strategic model for e-business be designed that ensures value creation for businesses and customers? Theoretical Framework Effectiveness and Value Creation of E-Business Effectiveness of e-business is multifaceted and affects different aspects of business operations. This effectiveness is achieved by reducing communication costs, improving operational efficiency, and strengthening relationships with customers and suppliers (Pustovit, 2023). E-commerce platforms create economic advantage and contribute to sustainable consumption by providing user-friendly and reliable services (Jalali, 2021). Optimal inventory and supply chain management reduces costs and increases the agility of the organization in the competition (Sharma, 2024). E-commerce facilitates information exchange and improves collaboration between buyers and suppliers (Moharana et al., 2017). In a dynamic business environment, continuous value creation for customers and companies is essential (Zhong & Chen, 2023). Digital marketing strategies, such as eye-tracking technology-based advertising, increase value at the market, company, and customer levels by enhancing brand awareness (Mirmotahari et al., 2025). Company value is measured through metrics such as customer lifetime value, customer referrals, and customer feedback (Singh et al., 2023). E-businesses, by accessing global markets, smooth competition for small and large companies and help business sustainability and growth by improving supply chains (Pustovit, 2023). Ethical marketing and strengthening brand identity on digital platforms increase customer loyalty and repurchase intention and create sustainable value (Rezaeian & Asgari, 2021). Effective e-business models lead to value creation by identifying customer needs and emphasizing innovation. These models improve customer experience and market share by strengthening brand equity (Rezaeian & Asgari, 2021). Optimizing processes and reducing costs through these models creates more value for customers and businesses (Sugiharo, 2024). Information technology enhances value creation by improving decision-making and process efficiency (Hosseini et al., 2020). Value co-creation between businesses and customers through digital platforms creates added value and contributes to business sustainability (Molaei et al., 2023). Research Method This fundamental research with a qualitative approach based on grounded theory is classified as a non-experimental study and examines e-business. The target population consisted of two groups of theoretical experts (university professors with relevant articles in the field of e-business) and industry experts (managers with at least 10 years of experience in this field). Theoretical sampling continued by conducting in-depth semi-structured interviews until theoretical saturation achieved with 15 interviews. The grounded method was used to collect and analyze data. The data were analyzed with open, axial, and selective coding; and concepts were extracted, integrated, and categorized into larger categories to form a paradigmatic research model. Research Findings In this research, the coding of interview data was carried out with the grounded method in three stages: open, axial, and selective coding. In open coding, interviews with 15 experts were analyzed, and 81 open codes and 16 subcategories were identified. In axial coding, the categories were linked with Strauss and Corbin's tool: causal conditions including planning, market needs assessment and shopping experience; contextual conditions including technical requirements, e-maturity and e-commerce infrastructure; intervening conditions including business characteristics, government policies and facilitators; focal category including distribution, exchange and buyer-seller relationship characteristics; strategies including economic and marketing strategies; and outcomes including effectiveness for business and customers. In selective coding, the categories were integrated and e-business indicators were presented based on effectiveness outcomes. Conclusion The present study, using a data-based approach and its analysis with MAXQDA software, presents a strategic model for the success of e-businesses based on the interaction of the following factors: Causal conditions; including planning, market needs assessment and online shopping experience, ensure success by optimizing resources, aligning with demand and strengthening loyalty (in line with Norouzi et al., 2023; Malihi & Hassanbeygi, 2024; Hosseini et al., 2020). Contextual conditions; such as technical requirements, electronic maturity and infrastructure, provide a platform for sustainable operations (in line with Norouzi et al., 2023; Kanishchenko & Kuznetsova, 2020; Hosseini et al., 2020). Intervening conditions including government policy, business characteristics and facilitators (trust building) drive development (consistent with Kanishchenko & Kuznetsova, 2020; Almasi et al., 2024; Molaei et al., 2023). The central category focuses on optimal distribution and effective buyer-seller communication, which reduces costs and strengthens trust (consistent with Nourbakhsh, 2021; Malihi & Hassanbeygi, 2024; Molaei et al., 2023). Strategies including economic and marketing strategies promote growth and sales (consistent with Sanayeie & Sobhani, 2018; Sugiharto, 2024; Nourbakhsh, 2021). The outcomes include business effectiveness (revenue, efficiency) and customer satisfaction (consistent with Nourbakhsh, 2021; Almasi et al., 2024; Malihi & Hassanbeygi, 2024). According to the research results, the following suggestions are made: Digital user experience with smart tools, strengthening technological infrastructure and e-maturity with artificial intelligence, synergy with government policies, development of data-driven digital marketing, innovation in smart distribution and logistics, strengthening customer communication channels and establishing performance monitoring systems. Integrated implementation of these solutions ensures value creation and efficiency (consistent with Norouzi et al., 2023; Malihi & Hassanbeygi, 2024).

Abstract Abstract The aim of this study is to identify the dimensions of customer misbehavior and its costs in the banking industry. The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 21 bank frontline employees in Tehran. The sample size was carried out with a purposive sampling method and the interviews continued until theoretical saturation. Semi-structured interviews were used to collect information. Coding and content analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer misbehavior consists of two sub-themes of non-communicational misbehavior and communicational misbehavior, and the costs of misbehavior include three overarching themes: supervisor response, short-term response, and long-term response of employees. Short-term response consists of two sub-themes of physiological and behavioral response and emotional response; the supervisor's response consists of two themes: punitive response and supportive response towards employees; and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave the job, and job stress. The coding validation and research findings were supported by positive feedback from participants. Therefore, customer misbehavior imposes costs on banks and involves service employees in various harms and unproductive behaviors. Introduction Service companies predominantly adopt customer-oriented service philosophies. In the service industry based on these philosophies, the role of customer-contact employees who provide the main service has been emphasized; however, these employees are exposed to a variety of stresses arising from unpredictable situations (Hwang et al., 2021). While misbehavior does occur, insights based on employee management view employees as responsible for a set of misbehaviors aimed at disrupting transactional and organizational activities, while the organization and employees are the victims of such events. This focus is in stark contrast to customer-focused research that highlights deviant customer activities. Such studies show that customers routinely misbehave during transactions (Harris & Daunt, 2013). The service encounter is the point at which customers and employees interact, and these interactions can be positive or negative. The popular belief that “the customer is always right” is flawed because customers often engage in unfair behaviors that reveal the darker side of marketing. Service sectors such as restaurants, banks, airlines, theme parks, and hotels require frequent customer-employee interactions (Nawaz & Khan, 2024). Service management researchers and practitioners emphasize the importance of supporting employees who interact socially with customers. Although social support is vital for everyone in any organization, it is even more beneficial for customer-facing employees in the service industry, as they act as “front-line workers” and strive to meet both organizational and customer expectations simultaneously. Although a large number of studies related to social support have provided evidence of a negative effect, the function of social support in moderating these adverse effects remains controversial (Hwang et al., 2021). Consumer misconduct remains a vast area of ​​investigation and study. In other words, while it is widely accepted that consumer misconduct is a pervasive and potentially damaging phenomenon that can negatively impact the customer experience and that controlling such behavior is crucial, it is understudied and its aspects are still hidden. Given the simultaneous importance of external customers (service recipients) and internal customers (service provider human resources), it is essential for organizations and the adoption of an appropriate customer-centric strategy to identify the costs of customer misconduct in banks so that bank management can understand the consequences of customer misconduct and plan to control customer behavior and reduce its negative consequences on the organization's human resources. Therefore, the main research question is: What are the dimensions of customer misconduct and its costs in the banking industry? Theoretical Framework Customer Deviant Behaviors Inappropriate consumer behavior is often a dark and negative aspect such as theft, queue jumping, vandalism, frivolous complaints, fraudulent behavior, verbal and physical abuse of employees and other customers, and misuse of company resources. People who exhibit such behavior are called "G customers", problem customers, and ineffective customers, and the behavior they exhibit is called deviance (Xiao et al., 2022). Motives for Customer Misbehavior Previous research has shown that customers have different motivations for engaging in misconduct. Some individuals engage in vandalism and others engage in abuse, such as teenagers or young adults. Most of these deviant behaviors may be infrequent, but nearly all consumers engage in some form of deviant behavior, and thus consumer misconduct is often overlooked and severely underreported in crime statistics (Dootson et al., 2017). Employee Emotional Exhaustion Emotional exhaustion refers to “a feeling of emotional overextension and a depletion of one’s emotional resources.” The World Health Organization has included burnout as an occupational phenomenon in the 11th edition of the International Classification of Diseases. In this classification, burnout is considered a syndrome resulting from chronic workplace stress that has not been successfully managed. This syndrome is characterized by three dimensions: (1) a feeling of reduced energy or exhaustion, (2) an increase in mental distance from work, or a feeling of negativity or pessimism related to work, and (3) a decrease in professional performance (Gaspar et al., 2024). Bay & Arvand (2024) investigated the effect of customer mistreatment on the helping behaviors of sports club employees with the mediating role of job self-efficacy. It shows the negative effect of customer mistreatment on the job self-efficacy of employees. Also, customer mistreatment leads to a negative effect on the helping behaviors of employees. On the other hand, the indirect effect of job self-efficacy is significant in the relationship between customer mistreatment on the helping behaviors of employees. Zhao et al. (2024) in examining the effect of customer misbehavior on work-family conflict and employee withdrawal behaviors, indicates the effect of customer misbehavior on work-family conflict and withdrawal behaviors, which supports the mediating role of rumination and moderates peer support processes. Research Methodology The research method is applicable with a phenomenological approach in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the research includes 21 bank front-line employees in Tehran. The sample size was determined using purposive sampling and the interviews continued until theoretical saturation was achieved. Semi-structured interviews were used to collect information. Research Findings Coding and thematic analysis method using Maxqda software were used to analyze the data. The research findings include four overarching themes and eleven organizing themes. The theme of customer mistreatment consists of two sub-themes of non-communicational mistreatment and communicational mistreatment, and the costs of mistreatment include three overarching themes: supervisor response, short-term response, and long-term employee response. Short-term response consists of two sub-themes of physiological and behavioral response, and emotional response; supervisor response consists of two themes of punitive response and supportive response toward employees, and long-term responses consist of five sub-themes: individual success analysis, personality analysis, emotional analysis, intention to leave, and job stress. The validation of coding and research findings was supported by positive feedback from participants. Therefore, customer mistreatment imposes costs on banks and involves service employees in various harms and unproductive behaviors. Conclusion The present study was conducted with the aim of designing a model of customer mistreatment and apology in the banking services industry. The results of this study are consistent with the research of Bay & Arvand (2024), Zhao et al. (2024), Nawaz & Khan (2023), Gillison et al. (2023), Jalili et al. (2023), Sharafi & Shahoseini (2023), Salari (2020), Xiao et al. (2022), Hwang et al. (2023), and Bhattacharjee & Purohit (2023). Gillison et al (2023) showed that the perceived frequency of customer violations, concerns about customer mistreatment, and concerns about enforcing rules with these customers increase employee burnout. Customer-induced burnout reduces organizational commitment and increases turnover intention. According to the results of this study, the following suggestion is made: Since perceived supervisor support can reduce employees' negative feelings caused by customer misbehavior, managers should understand and use the importance of supervisor support and take positive and effective measures to strengthen employees' perceived supervisor support. On the other hand, bank frontline employees are suggested to practice and focus on the ability to effectively cope and resolve the pressure caused by customer misbehavior and the negative emotional effects caused by it.

Abstract Abstract The aim of the current research is to analyze the discourse of tourism development with a justice-oriented and moderate approach. The present research method was discourse analysis and applicable in terms of purpose. The statistical sample in this research was a total of 60 texts, including all texts expressed by government managers in the tourism sector in two historical periods of governance in the Islamic Republic of Iran, with justice-oriented discourse and moderation discourse in 8-year periods. The library method was also used to collect data. The findings showed that the characteristics of traditional public administration included: applying the authority of the government over all departments, intense hierarchical structures, integrity of regulations and working procedures, separation of administration from politics, and strict controls. Also, the characteristics of modern public administration included: deregulation, privatization, adjustment of manpower, and market competition. Justice-oriented discourse management is close to modern public administration and includes features of good governance. Also, moderation discourse management is closer to modern public administration and includes features of traditional public administration. Extended Abstract Introduction Tourism is an ancient phenomenon that has existed in human societies for a long time and has gradually reached its current technical, economic and social position during different historical stages (Razvani, 2007). In addition, due to its special geographical location and the existence of its culture and customs, historical works, art and cultural heritage, Iran has definitely been considered the best destination for travelers and tourists of the ancient era (Hasanpour et al., 2012). The tourism industry in Iran was officially formed half a century ago in order to introduce the greatness of Iran and the civilization of this ancient land, and for the first time since 1314, an office was established in the Ministry of Interior called the Department of Tourism Affairs. In 1385, with the approval of the Supreme Administrative Council, the Handicrafts Organization was merged with the Cultural Heritage and Tourism Organization. According to the above, it can be generally said that the tourism industry is a nascent industry in the country, which is still at the beginning of its work (Nemati, et al., 2014). Although in recent years various political, social, economic events and even natural disasters have brought many sudden shocks to the world tourism industry, this industry has shown that it has a lot of resistance and can continue to grow despite all these conditions and make more progress every day than yesterday (Bakar & Rosbi, 2020). Since Iran has been experiencing climate change and drought in the last few years, agriculture is not in a very favorable situation, and this is where the tourism industry becomes an important issue for employment. When we pay attention to the priority of the tourism sector, we see Iran at the 117th rank, a position that shows that even though everyone knows the colorful role of the tourism industry in economic prosperity and employment, little effort is being made to grow this industry in Iran. (Research Institute of Cultural Heritage and Tourism, 2016). Based on the mentioned materials, the purpose of this research is to answer the question: what is the analysis of the discourse of tourism development with a justice-oriented approach and moderation in Iran? Theoretical Framework Justice-oriented discourse: The election of the ninth presidential term with the inauguration of the Ahmadinejad government represented a fundamental change in the country. Ahmadinejad was the head of the government of the Islamic Republic of Iran in the years 1384 to 1392. The main orientation of Ahmadinejad's positions was around topics such as justice, self-belief, religiosity, reformism, fight against corruption, centralism, fight against the welfarism and luxury of managers, paying attention to the deprived and oppressed groups and the marginalized. The discursive approach of his government is on the way to return to the foundations of the Islamic Revolution, but in practice, the populist approach of the government presents a vulgar interpretation of the ideals of the revolution. In terms of basics, the discourse of the Ahmadinejad government should be understood in its mass nature and the tendency to see things in a mass way; hence, this discourse has been introduced as the duty-oriented mass discourse (Darabi, 2009). Moderation Discourse: After winning the elections of the 11th and 12th periods from 1382 to 1400, Rouhani assumed the presidency of the government of the Islamic Republic of Iran in this period, and according to himself and his colleagues in the government, he formed the moderation discourse. Rouhani tried to instill hope and peace and win the voters' opinion by using descriptive combinations as well as hopeful terms such as Alhamdulillah and Ansha'Allah. He considered his discourse of moderation different from other previous discourses and even his election rivals. Rouhani believed that the 11th government is the government needed by the Islamic Republic of Iran because progress in the economy, prosperity of business and creation of employment in the country requires the normalization of relations with neighbors and international forums, and the government has a very high ability in foreign and international relations (Mirzaei & Rabbani Khorasghani, 2015). Tourism is an important part of economic services. According to studies by the World Tourism Organization and the World Travel and Tourism Council in 2013, the total share of travel and tourism in the global economy has increased to 9.5% of the global GDP ($7 trillion), which not only produces wider economy, but also is growing faster than other important sectors such as financial and commercial services, transportation and construction; and in total, in 2013, it created nearly 266 million jobs (Pratt & Tolkach, 2018). The participation of indigenous people in the development of tourism is one of the main criteria of social power. It is obvious that if the natives do not have a correct view of the tourism industry, they will not provide proper services to tourists or even in some cases they may consider tourists as invaders and usurpers. In these conditions, the development of the tourism industry in the region will face serious problems (Iqbal et al., 2022). The received positive effects, as a result of tourism, encourage the society to support the development of the tourism industry and especially the activity in this industry. But the perceived negative impacts prevent residents from supporting tourism development (Shokohi et al., 2012). The cultural point of view of the people of the region in the field of tourism has a significant impact on the development of the tourism industry in tourism areas. Culture is an influencing factor that must be formed and promoted bilaterally. Cultivation and cultural acceptance are two important categories in the development of the tourism industry, which must be done by both the host and the guest (Hezarjaribi & Najafi, 2011). Research methodology The current research is among the qualitative researches and seeks to analyze the discourse of government management in the tourism development sector. Discourse analysis is a new method for research in communication texts that has been used to understand the message and meaning used in communication messages. In the beginning, this method was largely indebted to linguistics (Altamirano, 2022). The statistical population of this research includes all the texts expressed by government managers in the tourism sector in two historical periods of governance in the Islamic Republic of Iran, including the justice-oriented discourse (1384 to 1392), and the moderation discourse (1392 to 1400) in 8-year periods, published in newspapers, magazines and the website of the presidency etc. The sample size of the research was a total of 60 texts that were interpreted and analyzed. Finally, with the results of the investigations, it was concluded that all 60 are basic texts. Thematic analysis method was also used to analyze the data. Research findings Based on the analysis of the texts of each of the justice-oriented and moderation-oriented discourses and the statistics of the characteristics of each, the findings showed that the characteristics of traditional public administration include: applying the authority of the government to all sectors, intense hierarchical structures, the integrity of regulations and work procedures, Separation of administration from politics, and strict controls. Also, the characteristics of modern public administration included: deregulation, privatization, adjustment of manpower and, market competition. Justice-oriented discourse management is close to modern public administration and includes features of good governance. Also, moderation discourse management is closer to modern public administration and includes features of traditional public administration. Discussion In the justice-oriented period, modal constructions of coercion and obligation are almost at the level of the reform period, which indicates the democratic management style of delegation. During this period, Mr. Ahmadinejad delegated the affairs to the managers of the tourism department, Mr. Mashai and Baghai. In this period, the definite cognitive aspects have the highest rank, which indicates the high efficiency and performance in the development of the tourism sector. It should be noted that this research is based on the texts expressed by the discourse analysis method and only the literary aspect of the discourse has been examined. For this reason, since the intervening variables have not been examined in the research, the researcher's publication believes that according to the various influential variables, the efficiency and performance in all four periods in the tourism development sector was low, but considering the improvement of the country's conditions compared to the beginning of the Islamic Revolution, the justice-oriented period had better conditions and grounds for the development of the tourism sector. In this period, modal doubtful constructions are more than the period of moderation and less than the period of construction and reforms, and this is where the inefficiency of the managers of the tourism development sector is seen, because in this period, due to the improvement of the country's conditions compared to the previous periods and the absence of Corona and the increase in oil prices, this doubt is a sign of extreme weakness of the relevant managers. In the period of moderation, non-modal constructions of compulsion and obligation are at a higher level than average and indicate the existence of command management style and pressure from top to bottom. In this period, definite cognitive constructions are less than the justice-oriented period and more from the period of construction and reforms, which can, considering the increase in the number of tourists in this period and the existence of the corona crisis, sanctions and the reduction of oil prices, etc., the performance and efficiency of the government in this field considered high or relatively acceptable. In this period, the constructions of the doubt have the lowest level compared to other periods, and this indicates the sufficient knowledge and expertise of the government managers of the tourism sector. In this period of doubtful cognitive constructions are more than the justice-oriented period and less than the period of construction and reforms, which indicates an average level of transparency of government affairs in the tourism development sector in this period. Looking at the data in the table, it can be said that almost the level of expertise of the managers of all four periods is in the average level and it has affected the efficiency and effectiveness.

Abstract Abstract The purpose of this research is to provide a model of the impact of internal marketing on the performance of the banking industry based on the data-based theory method. The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the foundation's data theory research strategy was used. For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry, and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Extended Abstract Introduction With the increasing demand for banking services in the society and the competition to maintain the interests of the country's banks, especially in the private banks, each bank, in some way or other, tries to attract people as customers within their financial system in order to benefit from the resulting benefits. Therefore, the success of all banks, governmental or non-governmental, is influenced by several factors; one of the most important of which is customer satisfaction, in order to achieve excellence in business; and this customer satisfaction is one of the basic requirements of quality management systems (Akbari, 2019). An important issue in marketing management is the relationship between internal marketing and business success; internal marketing as a construct or concept is not universally accepted. One of the key features of internal marketing is its connection with the performance of the organization (Tahmasbi et al, 2019). In the banking industry, the role of human capital in providing services is quite significant. Employees in this industry facilitate the implementation of the organization's strategies and superior performance through effective interaction with customers. Therefore, the solution to guarantee the excellent performance of the organization should be sought in the successful activation of human capital; and in order to achieve the goal of providing productive financial resources for the organization, the work should start by paying attention to the employees, that is, those who interact with customers and take care of their affairs. In this aspect of the activity of service organizations, the issue of internal marketing is raised (Naami & Mazhari, 2014). Based on this, the current research is looking for an answer to this question: What is the model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method?   Theoretical Framework Marketing Marketing is a set of activities and processes of creating, transferring, sending and exchanging everything valuable for customers, clients, business partners, and society as a whole. Marketing does not start with a new idea or an innovative product, but it is the beginning and end of every business, and the focus of marketing is also the customer (Hoseini et al, 2022). Internal marketing Internal marketing is defined as the use of a marketing perspective to manage the organization's human resources. To have high-quality services, employees must be motivated, which requires that internal marketing precedes external marketing because internal marketing depicts a win-win cooperation between employees and the company (Imani et al, 2020).  Zamaniyan & Yazdani Rad (2023) investigated the impact of internal marketing on competitive advantage by considering the mediating roles of strategic market tendencies, brand and value in the banking sector. The results of the structural equation model test showed that internal marketing directly has a positive effect on competitive advantage. Internal marketing has a positive and significant impact on competitive advantage indirectly through the roles of strategic orientations including market orientation, brand orientation, and value orientation. Sahraei & Mafibalani (2023) investigated the role of using electronic marketing and information technology in the business of Minoo food industry during the period of economic recession. The results of the survey showed that information technology support has a positive and significant effect on the business of Minoo food industry in the economic recession. The knowledge of information technology does not have a positive and significant effect on the business of Minoo food industry in the economic recession. The managerial beliefs of marketing preparations and the implementation of electronic marketing have a positive and significant effect on the business of Minoo food industry in economic recession conditions, and information technology and electronic marketing have a positive and significant effect on the business of Minoo food industry; but with the introduction of economic recession adjustment, no significant effect was observed.   Research methodology The research method is applicable in terms of the purpose, and qualitative in terms of the implementation method, based on the inductive approach. The statistical population of the research includes 8 experts of the banking industry, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. Semi-structured interview was used in this research. To collect and analyze the data, the data-based theory research strategy was used. Research findings For data analysis, MAXQDA 2020 software was used to code the interviews. The results indicated that a total of 5 components of job security, training, employee motivation and satisfaction, positive communication, development and reward were identified as internal marketing features in the banking industry; and 14 components were identified and extracted in the form of causal conditions (establishing constructive interaction between employees and managers, generous rewards, employee empowerment, management support), foundational conditions (organizational leadership and management, human resource management measures, organizational culture), interventions (political climate, organizational costs), strategies (promotion of customer-oriented culture, person-job fit), and outcome (human development, value creation, increased commitment). Conclusion The current research was conducted with the aim of providing a model of the effect of internal marketing on the performance of the banking industry based on the data-based theory method. The results of this research are consistent with the results of Kim et al, (2016), Bahmani & Iman Khan (2018), Zamaniyan & Yazdani Rad (2023), Mohammadi et al, (2022), Asayesh & Famili (2022), Mazzarolo et al, (2021), Kakai et al, (2021). Rustaei et al, (2022) stated in their research that in today's growing and competitive world among banks, the motivation of employees and their individual improvement and acceptance of their needs before the organization has become a big issue. On the other hand, in order to create a distinctive image among customers, the bank should pay much attention to the category of internal marketing and better performance of financial interest; because effective performance leads to differentiation between private banks in the eyes of customers. It is necessary to pay attention to the needs and conditions necessary to provide a suitable platform for the expansion of internal marketing and to attract the participation of employees in order to create organizational commitment among employees. According to the research results, the following suggestions were made: - Setting up training courses or holding seminars in this regard for bank managers and employees in the field of internal marketing - Surveying employees and managers regarding the level of satisfaction of internal and external customers with their performance and creating a database in this field - Updating it regularly and examining the problems of employees and managers in the field of internal marketing and making appropriate decisions to solve them.

Abstract Abstract The aim of the current research is to identify the factors affecting the commercialization of the products of knowledge-based companies located in science and technology parks and growth centers. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 12 experts and specialists in the field of knowledge-based centers in West Azarbaijan province, and the samples were selected using a purposeful sampling method. Data collection was done through semi-structured interviews. To analyze the data through data-based and coding, MAXQDA software was used. The results of the research showed that the model designed was identified by 14 indicators that includes causal conditions (management factors, information factors, financial factors), background conditions (laws and regulations, technological capabilities), core category (market factors, product factors), strategies (strengthening interactions, marketing and sales capabilities), consequences (economic development, knowledge-based economy, entrepreneurship development), intervening conditions (individual factors, cultural-social factors); explaining the components of commercialization of products of knowledge-based companies. Extended Abstract                                           Introduction Ideation, research, innovation and technology based on it are valuable when they lead to wealth creation. Based on this, the industrial and economic improvement of any society depends on scientific and organized researches and the application of the results of these researches practically in order to meet the various needs of the society and improve the standard of living and well-being. Recognizing the needs of the consumer market, creating ideas, conducting research and studying for the development of technology and finally its commercialization are the inevitable stages of the birth and creation of a new technology (Cooper, 2019). Commercialization is an important part of the innovation process without which no product will successfully enter the market. Creating platforms for the supply of knowledge and technology, in addition to providing significant economic values ​​for organizations, leads to the economic and technological growth of society. One of the main reasons for the speed of technological progress and development in industrialized countries has been the attention to the commercialization process of those countries (Safari, 2018). On the other hand, the lack of necessary ability to commercialize and implement research achievements in new products and processes and supply them to the market is one of the major weaknesses of developing countries in the process of industrialization. Studies show that out of about 1000 raw ideas, only 1 or 2 ideas succeed in the market. Ideas must be commercialized to become a successful and profitable business, and commercialization as a non-linear and complex process requires the role of different actors with different capabilities (Shamsi & Sadeghi, 2015). Knowledge-based companies are private or cooperative institutions engaged in activities in order to synergize science and wealth, develop a knowledge-based economy, realize scientific and economic goals, and commercialize the results of research and development in the field of superior technologies with great added value. In these companies, research and development is the core of activities, and the main advantage of these companies is the technical knowledge and scientific abilities of their personnel. In knowledge-based companies, economic growth and job creation are realized in proportion to the innovation capacity. This means that research and development achievements are continuously transformed into new products, processes or systems through investment; and access to investment capacities for entrepreneurs and researchers is an important factor in creating innovation and exploiting the power of technology in the national economy. Also, knowledge, innovation, skills and continuous learning play an important role in these companies (Karimi Yazdi et al, 2018). Therefore, in this research, we are looking for an answer to the question of how to identify the factors affecting the commercialization of the products of knowledge-based companies based in science and technology parks and growth centers. Theoretical Framework Commercialization Commercialization includes all the activities required to convert an idea, technical knowledge, work method, practice, process, product, service, organizational form, technology or a combination of any of these capitals into value-creating opportunities (Asadi et al. 2021). Commercialization is a process that uses all possible potentials so that those who invest in technological innovation can obtain the benefits created by the innovation; in other words, technology commercialization is a part of technological innovation, and if we consider innovation from addressing the idea to entering the market, without commercialization; innovation and therefore technology will not exist. Technology commercialization is the process of creating the right product at the right price to meet the demand of a market. In another definition of technology commercialization, technology and commercialization are separated from each other. In this definition, technology includes the product, and commercialization emphasizes creating a market, a brand name, and maximizing the profit from this market (Cooper, 2019). Aghababayi et al, (2023) conducted a research entitled "Identification of factors of commercialization of technological projects in new knowledge-based companies". The findings of the research show that it is important to pay attention to the 5 criteria of technology, skill, knowledge, market, and policy and law for the commercialization of technological projects in new knowledge-based companies. Van Doren et al, (2022) investigated the external commercialization of technology in emerging fields. From a study of 84 synthetic biology organizations, they found that disposal capacity mediates the relationship between management innovation and foreign technology commercialization. This study provides empirical evidence of the interdependence of various managerial and organizational processes required for foreign technology commercialization. Research methodology The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population of the research includes 12 experts and specialists in the field of knowledge-based centers in West Azarbaijan province, and the samples were selected using a purposeful sampling method. Data collection was done through semi-structured interviews. Research findings To analyze the data through data-based and coding, MAXQDA software was used. The results of the research showed that the model designed was identified by 14 indicators that includes causal conditions (management factors, information factors, financial factors), background conditions (laws and regulations, technological capabilities), core category (market factors, product factors), strategies (strengthening interactions, marketing and sales capabilities), consequences (economic development, knowledge-based economy, entrepreneurship development), intervening conditions (individual factors, cultural-social factors); explaining the components of commercialization of products of knowledge-based companies. Conclusion The present research was conducted with the aim of identifying the factors affecting the commercialization of the products of knowledge-based companies located in science and technology parks and growth centers. The results of this research are in agreement with the results of Aghababayi et al, (2023), Asadi et al, (2023), Van Doren et al, (2022), Stiri & Mehraayin (2022), Hoang (2022), Shan et al, (2021), Da Silva (2021), Assari & Niasti (2021), Deresihan et al, (2022), Azma et al, (2022), Alikhani et al, (2021), Tam et al, (2019), and Ho & Chuah (2019). Da Silva (2021) showed that there are other types of motivations for starting new investments for university students' entrepreneurship, such as financial, organizational, and technological factors. It also gathers information about the target market of the new investment, such as why startups choose certain markets, and also identified the main players competing with the startups. According to the results of the research, the following suggestions are presented: It is suggested that growth and technology centers hold management courses and workshops to familiarize managers with the concepts of managing business affairs in the field of finance, marketing, etc. It is suggested that in the field of information, research and development units should be active in companies, and research should be done continuously. It is suggested that the government allocate financial funds to knowledge-based companies so that they can solve their problems in the field of risks associated with a sharp decrease in demand and market information.

Abstract The purpose of this research is to provide a model to identify the role of social communication capital and the ability to take advantage of international business opportunities. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, and descriptive-survey in terms of nature and method. The statistical population of the research in the qualitative part includes 17 experts from the country's petrochemical industry, and in the quantitative part, it includes 108 experts from the international trade department of the petrochemical industry; selected by a simple random sampling method. Data collection in the qualitative part was carried out by semi-structured interviews; and in the quantitative part by the questionnaire. Qualitative data analysis was done using the method of theme analysis and coding and MAXQDA software, and in the quantitative part, it was done using SPSS and Smart PLS software. In the qualitative section, 90 open codes and 14 categories were identified. In the quantitative part, confirmatory factor analysis was used to examine the validity of the identified elements and components of the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry. The results of the research showed that the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry has two main factors and their indicators. This model consists of indicators that are the core and heart of this model. Also, the GOF index was obtained 0.44, which indicates the good fit of the model. Introduction The variety of needs and demands, and the change in the pattern of production and consumption and, as therefore, life as a result of significant advances in technology have made it impossible to live within the borders of a country, so that internal border relations have turned into international relations in a very broad sense, and even the disappearance of these borders is also expectable. Different nations with different cultures, policies and economic and social conditions need to exchange goods and services to meet their diverse needs. Due to these new conditions and new needs, different societies have started trading with other countries and at this time opportunity have been created to increase commercial activities. Among these opportunities, we can mention export, non-oil export, and joint cooperation (Ahoei, 2019). International business opportunities are the possible opportunities that organizations face due to their presence in foreign markets (Muzychenko, 2008). Various factors can contribute to its non-development. In this research, social communication capital is one of the factors whose role is investigated in using international business opportunities. Social capital or social bonds that are placed in different cultural contexts are important and valuable resources that bring the meaning of identity to people's minds. This type of identity concept will give them a positive emotional experience (Shan & Tian, ​​2022). Social capital is a comprehensive concept that takes into account the social aspect of human interaction and enables access to the resources of members of the association or network due to their membership in the association (Christy et al, 2022). Social capital refers to the characteristics of social organization such as trust, norms, and networks that can improve the efficiency of society by facilitating coordinated actions (Salisua et al, 2019). Therefore, this research aims to take an effective step in the direction of improving social communication capital and consequently empowering the performance of the country's petrochemical industry. As mentioned, today's organizations are under the influence of factors such as increased global competition, sudden transformations, the need for quality and after-sales services, and the existence of limited resources and under a lot of pressure. After years of experience, the world has come to the conclusion that if an organization wants to be a leader in its economy and business affairs and not lag behind in the field of competition, organizations must be empowered and be able to use this empowerment in line with practical action. Therefore, in this research, we are looking for an answer to this question: how to identify the role of social communication capital and the ability to take advantage of international business opportunities?  Theoretical Framework Social capital Social capital refers to features of social organization such as trust, norms, and networks that are able to improve the efficiency of society by facilitating cooperative actions. It is stated that social capital can be simply defined as the existence of a certain set of norms with informal values ​​that the members of a group with cooperation among them, share in it (Alwani, 2015.( International marketing opportunities Internationalization is a step-by-step process of international business development, whereby a company is increasingly involved in international business operations through specific products in selected markets. To adapt the organization to the needs and preferences of customers, marketing knowledge is required to be created and disseminated among functional departments within an organization (Muzychenko, 2008). The export company must acquire the necessary and complete knowledge of the international marketing environment in order to increase the possibility of its success. The marketing environment includes forces that directly and indirectly affect the performance of the organization. For an organization, changes in the marketing environment create uncertainty, threats, and opportunities (Alaghehmand Shandi & Joybari, 2023). Mahmoudi & Pourshahabi (2023) investigated the effect of the value of financial intelligence on the risk-taking of Zahedan National Bank employees with the mediating role of social capital. Analyzing the model and carrying out structural equations showed that financial intelligence with the mediating role of social capital cannot affect employees' risk taking. Also, the results showed that financial intelligence has a separate effect on the two variables of risk-taking and social capital. Alaghehmand Shandi & Joybari (2023) investigated ethical challenges and opportunities in international business: a look at ethical values ​​as the most important assets of international businesses. The results show how ethical values ​​can be considered as the most important assets of international businesses. Some of the main ethical barriers in international business include corruption, unfavorable working conditions, and lack of respect for human rights. Also, some of the opportunities in international business include strengthening cultural connections, observing ethical principles in business relationships, and promoting transparency and accountability. Finally, this paper concludes that adherence to ethical values ​​can serve as a competitive advantage for international businesses and help local and global communities to improve.  Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, and descriptive-survey in terms of nature and method. The statistical population of the research in the qualitative part includes 17 experts from the country's petrochemical industry, and in the quantitative part, it includes 108 experts from the international trade department of the petrochemical industry; selected by a simple random sampling method. Data collection in the qualitative part was carried out by semi-structured interviews; and in the quantitative part by the questionnaire.  Research findings Qualitative data analysis was done using the method of theme analysis and coding and MAXQDA software, and in the quantitative part, it was done using SPSS and Smart PLS software. In the qualitative section, 90 open codes and 14 categories were identified. In the quantitative part, confirmatory factor analysis was used to examine the validity of the identified elements and components of the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry. The results of the research showed that the model of the role of social communication capital in the ability to take advantage of international business opportunities in the petrochemical industry has two main factors and their indicators. This model consists of indicators that are the core and heart of this model. Also, the GOF index was obtained 0.44, which indicates the good fit of the model.  Conclusion The current research was conducted with the aim of providing a model to identify the role of social communication capital and the ability to take advantage of international business opportunities. The results of this research are in agreement with the results of Mahmoudi & Pourshahabi (2023), Alaghehmand Shandi & Joybari (2023), Shariatnejad et al, (2023), Tajpor et al, (2022), Troise et al, (2020), Noruzi et al, (2019), and Pinho (2016). Noruzi et al, (2019) showed that social capital in a specific market and social capital at the international level have a direct and positive effect on taking advantage of business opportunities; on the other hand, social capital at the international level has a positive and meaningful effect on social capital in a specific market. According to the results of the research, the following suggestions were presented: Based on the research findings and confirmation of the effectiveness of inter-organizational cooperation, it is suggested that the training of human resources and empowerment in the field of inter-organizational cooperation in the organization should be included in the organization's programs, and increase employees' knowledge of different cultures through training courses and holding scientific meetings and scientific journals and... so that employees believe in it and respect it in the work environment.

Abstract Abstract The aim of the current research is to identify the factors affecting the implementation of cyber insurance among insurance companies in Iran. The current research is developmental and applicable in terms of its purpose, and is of qualitative methods. The statistical population of the research is specialists and experts in the field of cyber insurance, who have been identified using the snowball sampling method. Using the interview technique, the data was collected and then the data and categories were coded and classified using the MAXQDA software version 2020. The reliability of the research was measured using the Kappa coefficient. In the last stage, the research model is extracted based on the Strauss and Corbin model. Based on the results of the research, the causal factors were divided into scientific, technical, and network indicators. Insurance perspective with the title of intervening factor, analysis of the external and internal environment as well as marketing and paying attention to the executive arms as foundational factors, ecosystem approach and formulation of insurance strategy as a solution, and finally increasing the level of knowledge of the insurance company, safety and security of data, improvement of services and company income, and uncertainty about the operation of insurance are known as positive and negative consequences of cyber insurance. Extended Abstract                                           Introduction With the emergence of the Internet and related information networks, people's need to use Internet and electronic services has also increased (Kshetri et al, 2020) and has changed the economic, social and cultural aspects of humans (Wang et al. et al., 2019). With the expansion of the Internet in the business of organizations, a space called cyber was created, which boosted business activities and interactions (Swiss Re, 2014; Chief Risk Officers Forum, 2014). On the other hand, the expansion of virtual spaces increased the concern of the managers of Internet companies. The risks caused by cyber-attacks and the care of data and privacy of people caused managers to consider themselves responsible for not properly monitoring the company (Uuganbayar et al, 2020). Furthermore, the emergence of various softwares, the risk of information theft in cyberspace, intrusion into individual lives and sometimes government systems has increased, and such a situation has jeopardized information security (Kshetri et al, 2020). Until now, in Iran, specific and comprehensive coverage for cyber risk has not been provided, and the main reasons for not providing it by insurance companies can be attributed to the lack of information and technical knowledge in the field of providing the plan, the lack of knowledge of these organizations about this type of insurance coverage, and also, lack of sufficient financial transparency on the part of companies applying for such insurance policies. In this regard, the aim of the research, considering the fact that there has not been a comprehensive research on the implementation of cyber insurance in Iran, is to investigate the effective factors on the successful implementation of cyber insurance in Iran and extract a qualitative model using the foundational data theory. Therefore, the main questions of the research will be in line with the data-based theory: How to identify the factors affecting the implementation of cyber insurance in Iran? Besides, the obstacles of cyber insurance as a secondary objective are also examined. Theoretical framework Insurance in cyberspace or cyber insurance is an insurance policy that is provided by insurers through creating market incentives and with the aim of improving the internet security environment. For the first time, cyber insurance was invented in the late 1970s in America in connection with the loss of data caused by unauthorized physical access to computer systems in electronic banking (Kshetri et al, 2020). On the other hand, at the same time as the role of the Internet in banking increased, the role of cyber insurance also did so. Cyber insurance focuses on covering losses and negative events caused by electronic risks against possible risks such as "theft of cash", and it can examine losses caused by business interruption (Wanchun et al, 2018), and It also examines the types of events or conditions that may prevent the organization from reaching its goals (Rezakhani & Dadbeh, 2021). ​Soleymani Rouzbahani & Hoseini (2016) in their research entitled "Study of crime and security insurance in cyberspace" referring to the rapid growth of technology, the introduction of computers and the use of the Internet and the resulting changes in human life, paid attention to Internet insurance as a tool to deal with the emergence of virtual crimes such as information theft in the world of internet communication. wang (2019) in his research entitled "Integrated framework for information security investment and cyber insurance" presented an analytical model for optimizing company cyber security and cyber insurance costs based on the effectiveness of costs and with the aim of reducing threats Cyber, vulnerability and effects. This research shows how the participation of the private sector in dealing with cybercrimes can reduce the overall cyber loss and create economic value. At the micro level, the effectiveness of a company's security costs in dealing with specific cyber threats can be reduced when other related security measures are not implemented. ​ Methodology In terms of the purpose of this research, it is developmental and applicable. Based on the method of data collection, it is considered a descriptive research. The method of gathering information is an in-depth interview with experts. This research has a qualitative approach and collects and analyzes data from the data-based theory research strategy (Bahari & Taheri Rouzbahani, 2023). Research Findings The causal factors of cyber insurance implementation were placed in three main categories of knowledge, technical factors, and network factors. Two factors "internal and external environment analysis" as well as "marketing and the attention of the executive branches" have been identified as the main components of the foundation. Three main categories with the title of "increasing the knowledge level of insurance companies", "data safety and security", and "improving the company's services and income" have been identified as the main and positive categories; and "uncertainty of the functioning of insurance" as the main and negative ones. By examining the primary codes and central categories of experts' interviews, a main category named "insurance perspective" has been identified as the main category. The existence of a database, the role of the government, insurance attitude, insurance company performance, and insurance regulations are known as central categories. The upcoming obstacles are divided into two main categories: "lack of mastery of the subject", and "lack of government support". By examining the extracted codes from the interviews of cyber insurance experts, two main components of "ecosystem approach" and "insurance strategy formulation" were identified as cyber insurance strategies. Conclusion The research results were based on the Strauss and Corbin model. 5 indicators influencing the successful implementation of cyber insurance have been identified, which include the causal factors of cyber insurance, the consequences of implementing cyber insurance, the underlying factors of cyber insurance, hidden and interfering factors, and finally the consequences of implementing cyber insurance (both for insurance companies and for insured companies and organizations). Since there is still no specific definition of the motives of cyber insurance and the services it can cover, the trust of different insurance groups is also weak. Therefore, a single and clear definition of insurance coverage and things outside of insurance coverage can restore trust in insurance organizations. Among related researches, Uuganbayar et al, (2020) has emphasized the single definition of the concept of cyber insurance and the precise definition of the type of coverage. The results have shown that cyber insurance can be influenced by the international environment and vice versa. In the meantime, cultural factors and society's insight into this type of insurance, economic fluctuations resulting from currency challenges, the political stability of the country, and the economic status of society are known as environmental factors affecting cyber insurance. Based on the results of the research, the two central components of the external and internal environment should be recognized as factors of cyber insurance platforms. These factors take into account the technical equipment and cyber infrastructural readiness level, and include hardware capability, software factors, tool power or strength, information content, information technology, human factors, and cyber policies. According to the research results, the consequences of cyber insurance can be divided into two positive and negative sections. In this way, increasing the level of knowledge of insurance companies and increasing the safety and security of data and improving the services and income of the company are recognized as the main and positive components. The experience of dealing with cyber risks, the way of cyber insurance, knowledge of cyber damages, and finally the growth of cyber insurance are factors that can help to increase the understanding and implementation of cyber insurance. This part of the results is also aligned with the research of Wang (2019). The existence of the database, the government and its policies, the insurance attitude, the performance of insurance companies, and insurance regulations as the central and determining components of the insurance landscape (as the main component), have played the role of interventionist in extractive model of the research. According to the results of the research, the lack of mastery over cyber insurance and the lack of government support are known as the two main obstacles to the implementation of cyber insurance. These factors include the lack of mastery of the subject which is related to the unpredictable environment, knowledge weakness, and statistical weakness; and the lack of government support which is related to government communication protocols and cumbersome government laws. This part of the results can be compared with the research of Bahsi, Franke & Friberg (2020) in which the researchers mentioned the support of the public sector in Norway in the two recent years.

Abstract Abstract The purpose of this research is the relationship between the factors affecting the development of industrial startups using fuzzy cognitive mapping methodology. According to its purpose, the research method is applicable, and in terms of implementation, it is …. The statistical population of the research includes 19 professional experts in industrial startups, including senior managers and their collections, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. To collect data, fuzzy Delphi technique was used to identify the components, and fuzzy cognitive mapping method was used to present the model. The results of the analysis showed that the main factors affecting the development of industrial startups include eleven variables: development competencies, human resources competencies, the organization's needs for development, attracting and retaining elites, startup brand, creating suitable opportunities, the development of elite skills, economic conditions, customer satisfaction, startup progress, and development culture. Then using the methodology of fuzzy cognitive maps, the way of relationship between these factors was explained accordingly. Extended Abstract                                           Introduction Knowledge and innovation are the most fundamental factors of progress in the economic and industrial fields. Transitioning from an economy dependent on primary industries and relying on the sale of raw and low-processed materials is possible only through the path of innovative economy and the production of innovative ideas (Abdollhi et al, 2020). Schumpeter mentions the importance of startups as the main drivers of economic development, industrial evolution, and innovation; because they are transformed into commercial products to create innovative ideas. Startup emerges as an entrepreneurial investment for a new business as a new company. However, to launch and develop these companies, they need to evaluate and analyze and develop their idea (Sunanda, 2017). Mazo Kato states in his book "Entrepreneurial Government" that it is the forward-looking policies of the government that can lead to the emergence of very successful companies such as Google, Apple, etc. He also states that most of the successful American startups benefited from government support in the early stages of their growth (Mazocato, 2018). The government can be influential in the development process of startups in various ways, such as creating science and technology parks, growth centers, amending regulations, financial aid, etc. (Sultana, 2015). Today, successful technology startups have become the growth engine of the information economy and the Internet economy, and the recent development of startup ecosystems around the world will have significant consequences for the future of the global economy. An important challenge that companies are dealing with in the blue ocean is to be able to find untapped markets, which means that when companies are competing on price, the best option is to focus on improving quality. (Ligonenko et al, 2021) In fact, by focusing on increasing quality, they form their strategy in a blue ocean, which can further lead to making an outstanding brand, or a special product (Gupta et al, 2016). Government policies and weakness in policymaking, despite efforts and valuable measures, are still challenges for the growth of industrial startups. Technical infrastructure is also one of the challenges faced by startups in the country. Startups play an essential role in reducing the unemployment crisis and economic growth of countries (Mirzadeh et al, 2021). Considering the above, the main question of the research is as follows: What is the relationship between the factors affecting the development of industrial startups using fuzzy cognitive mapping methodology? Theoretical Framework Startups Startup is "a business that is mainly technology-oriented and has a very high growth and development potential (Karimi & Lalbar, 2023). Startups are usually small companies that enter the market using innovation and new ideas. They are formed to solve a problem or offer a new product or service. Startups may be new or have been operating for several years. There are various fields for startups, including technology, health, food, environment, etc. These companies may use investments for rapid growth and further development process. They are small and emerging companies that start their activities with the aim of developing and growing a service product or a new idea. These companies usually start with limited financial resources and small teams and seek rapid growth and development in the market (Konomi, 2022). Tabatabai Asl (2023) in a research entitled creating service and product innovation in startup companies concluded that an efficient business model strongly encourages product adopter innovation but strongly discourages disruptive product innovation. Furthermore, the analysis shows that the firm's disruptive technological capability strengthens the positive relationship between new business model and disruptive product innovation, but weakens the positive relationship between design efficiency and discretionary innovation. Besides, they found that disruptive technological capability strongly encourages blockchain-based entrepreneurial firms to favor disruptive product innovation over selective product innovation. Almasi et al, (2021) in a research entitled providing a combined data mining model to investigate the failure or success of Iranian startups by choosing characteristics and classification, concluded that the type of idea industry, creativity and skill of people, innovation, and type investors have a great impact on the success or failure of Iranian startups.   Research methodology According to its purpose, the research method is applicable, and in terms of implementation, it is …. The statistical population of the research includes 19 professional experts in industrial startups, including senior managers and their collections, and the sampling was done in a targeted manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. To collect data, fuzzy Delphi technique was used to identify the components. Research findings Fuzzy Delphi method was used in data analysis, and fuzzy cognitive mapping method was used to present the model. The results of the analysis showed that the main factors affecting the development of industrial startups include eleven variables: development competencies, human resources competencies, the organization's needs for development, attracting and retaining elites, startup brand, creating suitable opportunities, the development of elite skills, economic conditions, customer satisfaction, startup progress, and development culture. Then using the methodology of fuzzy cognitive maps, the way of relationship between these factors was explained accordingly. Conclusion The current research was conducted with the purpose of the relationship between the factors affecting the development of industrial startups using fuzzy cognitive mapping methodology. The results of this research are in agreement with the results of Aghazadeh et al, (2023), Tabatabai Asl (2023), Almasi et al, (2021), Maruti Sharifabadi (2019), Mirghaderi et al, (2023), Van Opstal et al, (2023), Kanishchenko & Kuznetsova (2020), Krienbuehl (2020), Valmohammadi et al, (2020), Chaus (2020), Adhari (2020), Feng et al, (2019), Smith & Guerrero (2019), Anthony (2019), Rocha et al, (2019), Muhammad Handayani et al, (2019), DEHBASTEH et al, (2019), Kofanov & Zozulov (2018), and Poliakova (2017). Van Opstal et al, (2023) showed that younger startup entrepreneurs tend to focus on inner circle strategies, while older startup entrepreneurs prefer to engage in outer circle strategies or no circular strategy at all. Female startup entrepreneurs are less inclined to combine multiple circular strategies, and the business-to-business and business-to-government market segments are leading circular business models. Circular startups mostly embrace sustainability and circularity as a comparative advantage, and startup entrepreneurs with an immigrant background seem to be more optimistic about starting a profitable circular business. The results show that there is no such thing as a “circular economy startup”, so policymakers are advised to develop tailored solutions to support startups implementing different circular strategies. According to the results of the research, the following suggestions are provided: Use business plans to make a lot of profit. The business plan for the development of startups can fulfill many purposes, including drawing business models, predicting problems, and even attracting investors. Having a plan is a good guide to help your company stay on track and focus on goals. The development of startups has a direct relationship with well-organized and optimized advertising. As long as you can choose the best advertising methods, you can hope for the expansion of your startup. Optimized advertising means that you can get the most audience at the lowest cost. Today, the use of e-mail marketing, using virtual networks, and influencers has much more feedback than traditional marketing such as billboard and tract ads.

Abstract Abstract The present study was conducted with the aim of identifying and explaining the customer experience model and factors affecting the formation of loyalty in financial technology services in the leasing industry. This research is applicable in terms of purpose, qualitative in terms of method, and was conducted based on data-driven theory with a systematic approach of "Strauss and Corbin". The data were collected through in-depth and semi-structured interviews with 18 experts and active customers of digital leasing platforms and analyzed by a three-stage process of open, axial and selective coding with MAXQDA18 software. The research findings led to the extraction of a paradigmatic model that shows that customer experience is influenced by "causal factors" such as the inefficiency of traditional processes, the need for speed and convenience, and advances in financial technology. In this model, “intervening factors” including the level of digital trust, information security, and quality of technical support; and “contextual factors” such as digital literacy and legal infrastructure, moderate the experience process. The identified strategies include user-centered design, process transparency, and personalization of financial services, which act as the main drivers to achieve the central phenomenon (perceived convenience and security). The consequences of this model are crystallized in two psychological and behavioral dimensions, which include increased loyalty, positive word-of-mouth advertising, improved financial well-being, and gaining competitive advantage for leasing organizations. The results of this research, while filling the theoretical gap in the field of FinTech, provide valuable implementation solutions for managers to design a pleasant and sustainable experience for customers in the digital ecosystem. Introduction In today’s modern world, digital technologies are recognized as one of the most important transformation factors in service industries. The leasing industry is no exception to this rule and has experienced significant changes in its service delivery with technological advances. These developments have created new opportunities to improve customer experience that require careful and scientific examination (Kronheim et al., 2024). The emergence of financial technologies has shifted the boundaries between banking, investment and leasing services and placed customers at the center of these changes. The leasing industry, as one of the vital pillars of financing in modern societies, is forced to embrace technological innovations to maintain survival and competitiveness in this new ecosystem (Hoyer et al., 2020). However, simply deploying technology is not enough; rather, the key to success in this field is a deep understanding and re-creation of the customer experience in the context of modern financial services. (Kronheim et al., 2024) Financial technologies, along with digital leasing, play a key role in facilitating access to financial services and increasing efficiency in this area. These technologies have not only accelerated traditional processes, but also created new and innovative experiences for customers. This doubles the need to pay attention to customers’ opinions and analyze their experiences (Alexander et al., 2024). Customer experience in digital financial services is a multidimensional and complex concept that is not limited to the technical quality of services, but also includes customer perceptions, emotions, trust, and interactions. Therefore, a deep understanding of customer experience in the field of fintech and digital leasing is essential for the success and sustainability of these services (Kronheim et al., 2024). Therefore, given the existing gap and the need to identify the indigenous and specialized components of this industry, the present study was designed to identify and present a comprehensive exploratory model. Using a qualitative approach and data-driven strategy, this study seeks to find out: what does the exploratory model of customer experience of financial technology services in the leasing industry look like? Theoretical foundations Customer experience Customer experience of digital services, as one of the main indicators of the success of organizations, has received more and more attention (Tolooee et al., 2024). This experience is influenced by various factors such as user interface quality, response speed, data security and service personalization. Therefore, identifying and analyzing these factors can help improve services. Since 1960, many concepts have been created about customer experience. According to the Oxford English Dictionary, the word experience means actual observation or practical familiarity with truth or events. (Kronheim et al., 2024). Financial technology and the leasing industry Due to its vital role in facilitating access to assets, the leasing industry needs to adapt to technological developments and customer needs. However, few studies have examined customer experience of digital leasing services. This highlights the need to design exploratory models to gain a deeper understanding of customer experience. The term fintech refers to companies that, in the existing financial services sector, offer and improve products, processes, or business models based on new technological opportunities with the aim of improving quality for customers who are more familiar with the digital world (Amir Hosseini et al., 2025). Aalami et al. (2026) investigated the factors affecting customer experience in the implementation of Generation 4.0 retail. The research findings showed that technological advancement and value creation have a significant impact on customer experience. Human and organizational factors also play an effective role in the implementation of Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. Arabi et al. (2025) investigated the identification of drivers affecting the future of investment in the Iranian Social Security Organization, emphasizing the role of technology. The results showed that 29 drivers were extracted through a literature review and structured interviews with social security experts. In the next step, these drivers were screened through the fuzzy Delphi method. The priority drivers were: drivers of the level of cooperation of the Social Security Organization with technology startups, the level of cooperation of the country's financial institutions and institutions with fintechs, and the development of regtechs. Research Method This research was conducted with a qualitative approach and a data-based theory strategy based on an interpretive paradigm. The required data were collected through 18 in-depth and semi-structured interviews with fintech experts and digital leasing customers selected by a purposeful and snowball method, and the collection process continued until theoretical saturation was achieved. Data analysis was conducted in three stages of open, axial, and selective coding, which ultimately led to the design of a paradigmatic model (including causal, contextual, intervening conditions, strategies, and consequences). To ensure validity and reliability, participant verification techniques and supervision by expert colleagues were applied. Research Findings The research findings showed that the customer experience in digital leasing is shaped by traditional inefficiencies and the need for speed in services and is based on the central phenomenon of “perceived convenience and financial justice.” The results indicate that implementing strategies such as user-centered design and service personalization leads to strategic outcomes such as sustainable loyalty, positive word-of-mouth advertising, and competitive advantage of the organization. Also, variables such as information security and digital trust level as key factors play a vital role in moderating and strengthening this experience. Discussion and Conclusion The results of the study showed that complex bureaucracies, time-consuming paper processes, and lack of transparency in traditional models, as a negative driver, have pushed customers towards modern alternatives. This finding is in line with the view of Homburg et al. (2017) who believe that pain points in the customer journey are the first sparks of behavior change and search for a different experience. The findings indicate that in the era of the digital economy, "speed in validation" and "ease in registering a request" are the most decisive factors in the formation of the initial experience. This result is consistent with the research of Khanzadeh (2024). According to the extracted model, FinTech advancements (such as artificial intelligence in validation and smart contracts) have provided the necessary infrastructure to realize the 4.0 generation customer experience. This finding is consistent with the results of Aalami et al. (2026). Data analysis showed that training is a bridge between technological infrastructure and positive user perception. Since digital financial services may seem complicated to some users, providing educational guides fills the skill gap and strengthens digital trust. This result is consistent with the model of Pangarkar et al. (2022) in the field of social engagement; because effective training conveys a sense of organizational support to the customer and, by reducing ambiguity, lowers perceived risk, which ultimately leads to long-term customer commitment to the brand. The research findings show that technical infrastructure (including platform stability, server speed, and authentication database connectivity) are the main foundation of customer experience. If the digital infrastructure is weak, even the best marketing strategies will fail. This finding is consistent with research of Aalami et al. (2026). The results of the study indicate that the level of skill and knowledge of users in using smart devices strongly affects their perception of “ease of use”. Customers with higher digital literacy have a more enjoyable experience with FinTech platforms, while for users with less knowledge, this process can be anxiety-provoking. This result is consistent with the view of Bonik et al. (2023) that individual user characteristics moderate the impact of experience on loyalty. One of the key findings is that customer experience does not occur in a vacuum, but is strongly influenced by central bank rules, data security, and regulatory frameworks. The existence of transparent rules in the field of landtech and digital leasing provides customer peace of mind. This finding is consistent with the results of Arabi et al. (2025) in the role of regtechs and financial institutions in new investments. Finally, the research showed that the social acceptance and general culture of using offline financial services is the basis for the success of fintech models. The paradigm shift from visiting the branch in person to trusting all-digital processes is a cultural transformation. This result is consistent with the findings of Alexander et al. (2022). Research findings show that digital trust acts as a catalyst. In the leasing industry, which deals with high financial sums and long-term contracts, if trust is not built, even the best and fastest platforms cannot build loyalty. This finding is in line with the research of Ghasemi Naji et al. (2025). Research results indicate that information security is the "red line" of customer experience in fintech. Any ambiguity in how to store sensitive and creditable customer data can negate all previous positive experiences. This result is consistent with the findings of Arabi et al. (2025). Data analysis showed that technical support at critical moments (such as an error in the payment gateway or uploading documents) is the decisive moment for loyalty. High quality support can turn a negative experience into a positive and trust-building memory. This finding is in line with the view of Aalami et al. (2026) about the role of human and organizational factors in realizing the 4.0 generation of retail. The findings of the research indicate that the ease of use, or the simplification of the platform environment, moderates the intensity of the effect of services on loyalty. If the platform is complex, the customer will experience cognitive fatigue and leave the purchase process half-finished. This result is consistent with Khanzadeh (2024) that emphasizes the role of experience quality on repeat purchases.

Abstract Abstract The purpose of the research is to explain the capabilities of two generations in business model innovation through value creation in family companies and to present a conceptual model. The research is developmental-applicable in terms of its purpose, with a descriptive-analytical nature, and of exploratory type. The statistical population was 1st and 2nd generation and experts from family companies in the publishing industry. Data were collected using interviews and the categories were coded and the findings were classified with MAXQDA version 2020 software. With the purposeful sampling method, the study of 5 companies was conducted with 13 interviews. Validation of research findings was done with theoretical triangulation and survey of experts. The results showed that 5 background factors including innovative joint vision, interaction and exchange of knowledge of two generations, creating flexibility in generation 1, synergy, cooperation and commitment of two generations and using capabilities of generation 2 and experts were identified. Regarding process factors, 3 important factors include 1st generation management capabilities, 2-generation value co-creation, and 2nd generation capabilities in creating new value were identified as important capabilities in the innovation process of the 2-generation business model from the aspect of value creation. In the context of business model innovation dimensions, 7 factors include the role of generation 2 in finding ideas and implementing new projects and communicating with customers and the role of generation 1 in allocating new resources, providing financial resources, structuring activities, managing risk and resources, supporting plans and communication with stakeholders was recognized as the capabilities of two generations in business model innovation. Introduction Family companies are companies in which family members play a role in the management and control of the company, and the continuity of generations is its important feature (Suman, 2020). The survival of the family business in the new generation depends on innovation, creativity and the ability to respond to changing conditions caused by the introduction of new technology. Some factors caused by the 1st and 2nd generation in business affect the innovation process. Business model innovation in family companies is influenced by the capabilities of two generations (Prabandari, 2024). Innovation may cause resistance in the first generation of family business (Weimann, 2020); therefore, it is necessary to explain the participation of two generations with their capabilities in business model innovation in family companies. In some studies, the arrival of the new generation is considered to be the cause of innovation and the driving force of these companies for innovation, but a limited number of researchers explained the connection between the arrival of the 2nd generation and innovation (Leppäaho, 2022). The capabilities of the 1st and 2nd generations have an impact on the innovation of family companies, and there is a need for more research in this field. Limited research has been done on the role of two generations in business model innovation (Moreno, 2021), therefore, the research answers the question: how the capabilities of the 1st and 2nd generations play a role in the innovation of the business model from the aspect of value creation in family companies? Theoretical foundations Family companies Family companies are defined based on business continuity for the next generation (Hernández-Linares, 2017). Two generations affect innovation differently according to their experiences and knowledge (Kidwell, 2019). The special feature of the family company is the participation and interaction of two generations. The capabilities and characteristics of the 1st and 2nd generation of family companies have an impact on innovation, therefore, the participation of two generations and their relationships play a role in how to innovate the business model (Soluk, 2021). Two-generation business model innovation  Business model innovation is defined as value creation by creating, making and providing new value to the customer (Saebi, 2017). In another definition, the dimensions of business model innovation are based on value creation structures, goals, management and decision-making, structuring activities, communication with customers and stakeholders, and provision and application of resources and capabilities (Clinton, 2018). The innovation of the two-generation business model in family companies is influenced by factors related to the company and the capabilities and characteristics of the 1st and 2nd generations. Chirico's research focused on value creation in family companies from the perspective of resources, knowledge and capabilities (Chirico, 2013). In Soluk's research, the relationship between family influence and business model innovation (BMI) was explained, but the role of two generations was not distinguished (Soluk, 2021). In Clinton's research, the innovation of the business model of family companies has been explained in several generations (Clinton, 2018). Limited researches have examined the innovation of the business model of family companies from the perspective of the capabilities of two generations. In the field of two or multigenerational value creation and business model innovation, previous research has been summarized in a few limited cases.  Research method Multiple case study method was used in this research. The research is developmental-applicable in terms of its purpose, and descriptive-analytical in terms of its nature, and of exploratory type. The statistical population of 1st and 2nd generation and experts of companies with innovation experience was from 5 companies in the publishing industry, which was selected by purposeful sampling. A semi-structured interview was used to collect information. First, the interview protocol was designed based on important analytical questions, what and how. Interviews with 1st and 2nd generation and experts were conducted until theoretical saturation was reached. Based on the findings of the interview, 139 concepts and 46 codes were found. Coding was done with MAXQDA software version 2020, a process method including the explanation of background factors, process and consequences was used to provide a conceptual model. To measure the internal validity and reliability of the findings, theoretical triangulation and survey of experts were used; and to measure the external validity, compatibility with theoretical perspectives was used. For the purpose of theoretical triangulation, other evidences were examined. The codes were evaluated by consensus of experts to complete the results. To maintain the validity of the research findings, a survey of 3 experts familiar with academic research in the field of entrepreneurship was conducted and the extracted codes were modified. Changes were made in the codes and in the conceptual model. Finally, the conceptual model was tested in practice by surveying the manager of a family company, whose views confirmed the findings of this research.  Research findings The components of the conceptual model were explained in a process method including the background factors, the two-generation value creation process and its consequences and its relationship with other dimensions of business model innovation. Creating the ability to accept new ideas and flexibility in the 1st generation, using the capabilities of the 2nd generation with the expert team and the commitment of the two generations, forming the goals and innovative joint vision of the two generations, creating a structure and system that encourages innovation with the entry of the 2nd generation and using the capabilities of the 2nd generation with the expert team, interaction and coordination, exchange of ideas, synergy and cooperation of two generations were identified as background factors. Generation 2 capabilities in creating and making new value, generation 1 management capabilities in value creation and co-creation of new value were identified as important factors in the two-generation value creation process. Capabilities of the 1st generation in using company resources and professionals with the entry of the active 2nd generation, the capabilities of the 1st generation in providing financial and non-financial resources, goals and innovative joint vision and the participation of the two generations, the capabilities of the 1st generation in structuring activities, the capabilities of the 1st generation in decision-making, risk and resource management, the capabilities of generation 2 in relation to customers and value creation and the capabilities of generation 1 in relation to stakeholders were identified as the capabilities of two generations in other dimensions of business model innovation. Creating a new two-generation value and offering it to the customer by the 2nd generation and specialists with the cooperation and management of the 1st generation, aligning with the needs of the customer in the digital environment, synchronizing the company with the digital space, innovation in customer service and providing digital services by implementing new publishing digitalization plans, sales processes and customer relations were recognized as outcomes. The findings of this research confirm the significant contribution of generation 2. The findings showed that generation 2 brings new ideas by learning from sources outside the company. The design and implementation of projects and ideas is the responsibility of the energetic, innovative and creative young generation and the expert team. With the arrival of the 2nd generation and professionals, continuous learning was formed to create value with interactions and continuous review of customer satisfaction. The work and educational experiences of the 2nd generation outside the family business are important for finding new ideas. The younger generation has a greater ability to learn and is a technology expert and motivated to change, so it was successful in finding ideas and implementing innovative projects, and the management was the responsibility of the 1st generation. The role of the 2nd generation with professionals was to constantly search for ideas, pay more attention to customer needs, and create new value. Generation 2 is constantly learning ways to implement new designs.  Conclusion This research has explained the role of the capabilities of two generations of family companies in business model innovation from the aspect of value creation. The presented conceptual model explains how two generations create new value. Based on the analysis of 5 case studies of family companies, a conceptual model was presented using the process method including background factors, process and consequences. The findings of this research show that cooperation and synergy between two generations, good relations and conflict resolution between them play important roles and are in line with previous researches. With the arrival of the new generation, they have the capacity to absorb, take risks and become familiar with communication technology, acquire knowledge and learn; and as a result, change the business model. The arrival of non-family experts and the exchange of knowledge between generations provide the basis for business model innovation. Acquiring clear knowledge, capacity to absorb, search and continuous learning by the second generation and experts and communicating with customers are important value creation factors. The innovative technical capabilities of generation 2, management capabilities and communication of generation 1 with stakeholders are important factors in creating new value. The results indicate that the creation of two-generation value is due to the capacity to absorb the second generation and the awareness of current technology. The results indicate that the arrival of the 2nd generation and non-family professionals with the capacity to absorb, take risks and be familiar with communication technology has a significant impact on changing the business model of family companies. Generation 2 and professionals familiar with information technology help to create new value. Employing experts to create new value by providing advice to two generations, providing the resources needed for the next generation and trusting the second generation and employing them with experts are some practical suggestions. In generation 1, the motivation for change should be created by generation 2 and experts so that generation 2 and experts can have the support of generation 1 to create and provide new value to the customer.

Abstract Abstract The main goal of the current research is to identify the factors affecting the emergence of the gig economy with a hybrid approach. This research is developmental in terms of purpose; qualitative in terms of the nature and style of component analysis; and documentary based on data collection. It is analytical-descriptive from the research method viewpoint; and the components of the research were collected and analyzed using Sandelovski and Barroso's seven-stage meta-composite qualitative method. In order to identify the factors affecting the emergence of the gig economy, the researchers systematically searched for researches related to these factors in 4 scientific databases: Science Direct, Emerald, Wiley, and Sage, as well as the Scopus reference database between 2010 and 2023, with the aim of determining valid documents related to the research question, and with the selected keywords. In the initial investigations, 162 sources were found; and after screening and validation and using the CASP tool, 20 articles were finally analyzed, and the factors affecting the emergence of the gig economy were identified by using the coding method, and was drawn by using MaxQuda software. The kappa coefficient was used in SPSS software to check the quality or reliability of the indicators, which in the present study is equal to 0.80; indicates the appropriate reliability of the indicators of this research. In total, the 4 main factors of the emergence of the gig economy include social, economic, political and technological factors; and 21 sub-factors have been identified. Introduction After the global financial crisis in 2008 and the resulting rise in unemployment, many professionals and skilled workers started taking short-term jobs to make ends meet. This phenomenon is described as "gig economy" (Banik & Padalkar, 2021). The expansion of work was initially carried out by skilled IT professionals who started using online digital platforms to search for such opportunities (Collins et al., 2019). The rise of the gig economy sector is partly a reflection of rising unemployment rates and limitations of traditional labor markets, which have led to bottom-up demand and supply in the online market (Uchiyama et al., 2022). Due to the gig economy, more people have the opportunity to be in the labor market, and as a result, the unemployment rate has decreased (Vyas, 2021). In advanced economies, due to the deprivation of the formal sector, the workforce resorts to the gig economy (Mehta, 2023). The emergence of the entrepreneurial generation increases the interest in jobs with flexible conditions and without any formal employment contract (Friedman, 2014). The introduction of leading digital outsourcing platforms in the gig economy has encouraged many skilled professionals from an emerging economy to join the gig workforce (Roy & Shrivastava, 2020). Recent studies show that the gig economy is booming across countries. In the United States, the number of freelancers has increased from 3.7 million in 2014 to 62.2 million in 2019. In the United States, 57.3 million people currently work gigs. By 2027, the gig workforce will make up half of the workforce. There are 15 million gig workforces in India; the gig economy in the UK has doubled in the past three years; and by 2023, the global gig economy will be worth $455 billion (Noronha et al., 2022). In Iran, we have also witnessed the significant growth of the gig economy in the last few years, which is mainly related to transport platforms such as Snap and Tapsi (Almaspour et al., 2021). According to the statistics of Snap company, currently, nearly seven hundred thousand people are working in the passenger transportation sector as drivers, workers, and active users; and providing passenger transportation services for this virtual activity platform (Hassani, 2021). The gig economy has attracted the attention of the public and policymakers, and is growing as an area of ​​academic research; raising debates about the future of work, labor regulations, the impact of technology, and the quality of employment (Behl et al., 2022). Considering that it is necessary to identify the factors affecting the emergence of this expanding phenomenon in order to improve the planning and policies of managers and industrial owners in order to use this potential workforce; also considering that until now, a comprehensive research regarding the identification of the factors affecting the emergence of the gig economy, specially by a hybrid method, has not been done, this research has tried to identify these factors by examining the researches done in this field. Theoretical Framework Gig work The origin of the word "gig" dates back to 1915, when jazz musicians first used it. Also, musicians used it to refer to live musical performances and recordings. The modern use of "gig" has become popular in the last decade (2010-2020) (Moore, 2019). As stated in the Cambridge Dictionary (2020), the nature of work in the gig economy shows that it is “a way of working based on people holding temporary jobs or doing separate tasks, each of which is paid independently, rather than working for an employer." (Aloisi, 2015). Gig economy The term gig economy was first coined by Tina Brown in 2009 in the midst of the global financial crisis. In common parlance, flexible work, generally mediated by online platforms, is called the “gig economy” (Koutsimpogiorgos et al., 2020). The gig economy includes two work models: It offers “crowdworking or online freelance work known as the digital gig economy”, and “on-demand work through a program called the physical gig economy” (De Stefano, 2016). Platform The client, platform technology, and gig workforce are involved in the gig economy. The platform technology acts as an online intermediary between the customer and the gig workforce. A customer, also known as a service seeker, provides a description of the desired work or service on the platform. The gig workforce can access this job or service demand on the platform. The work can be delivered to the client through a technology platform or offline (Duggan et al., 2020).  Research methodology This research is developmental in terms of purpose; qualitative in terms of the nature and style of component analysis; and documentary based on data collection. It is analytical-descriptive from the research method viewpoint; and the data of the research has been collected and analyzed using the meta-composite qualitative method. Among the implementation models of the metacomposite method, in this research, the seven-step model of Sandelowski and Barroso has been used, which is the most used in metacomposite research, and includes the following steps: 1. Setting research questions, 2. Conducting systematic literature, 3. Searching and selecting appropriate articles, 4. extracting information from articles, 5. analyzing and combining qualitative findings, 6. controlling the quality of extracted codes, and 7. presenting findings. Research findings In order to identify the factors affecting the emergence of the gig economy, the researchers conducted a systematic search of researches related to these factors in 4 scientific databases: Science Direct, Emerald, Wiley, Sage, as well as Scopus reference database between 2010 and 2023. In the initial investigations based on the selected keywords, 162 sources were found, and after screening and validation and using the CASP tool, 20 articles were finally selected for full review and content analysis. By analyzing the articles, there are 4 main factors for the emergence of the gig economy including; social, economic, political, and technological factors; and 21 sub-factors have been identified. Social factors include; flexibility, work autonomy, participation of women, access to skilled workforce, social media, flexibility of working hours, lack of physical presence, consumer attitudes and preferences and low barriers to entry; economic factors including; unemployment, economic recession, and job opportunity; political factors including; government regulations, globalization, and outsourcing; and technology factors include; the platform infrastructure, cheap technology, easy access to the internet, the platform, the growth and expansion of technology and digitalization. Conclusion One of the most important factors in the emergence of the gig economy is the social factor, which refers to the human aspect of this phenomenon and the influence of people in the creation and expansion of this economy, which itself has various dimensions that are caused by the change in the attitude of people in choosing a job with unique characteristics of this economy. Another influential factor in the emergence and expansion of the gig economy is the economic factor. According to the research conducted in this regard, the gig economy has re-emerged as a result of the 2008 financial crisis, and has created a new form of labor. Economic recession, unemployment and lack of job opportunities have pushed the workforce to the gig economy. The third factor in the emergence and expansion of the gig economy is the political factor, which in turn has different dimensions including; globalization, outsourcing, and government regulations. Another factor that has undoubtedly been one of the most influential factors in the development and expansion of the gig economy in recent years is technology and its increasing growth in the world. According to the research; easy access to the internet in all places, the growth and expansion of technology and its cheapness, as well as the development of platforms and the provision of the necessary infrastructure to create platforms around the world are the key aspects of this influential factor in the growth and emergence of the gig economy. According to the results of the research, the following suggestions have been made: The social factor is related to the taste and tendencies of the workforce, such as job flexibility and working hours, work independence, lack of physical presence, etc., which managers, by recognizing and paying attention to these factors, have increased the desire of employees to work in this industry, and creating as much as possible of these benefits for employees will increase the productivity of the workforce. Due to the growth of the gig economy, more people have the opportunity to be in the labor market, and as a result, the unemployment rate decreases. In this regard, policies should be provided to promote platform work, which requires the training of superior skills and improving the capabilities of the workforce, which will benefit from the potential of employment in platform work. Globalization and outsourcing are two of the important dimensions in the emergence and expansion of this economy. In today's world, borders will not be an obstacle to the growth and expansion of an organization, and managers can rely on this valuable aspect of the gig economy to have the best talent at the lowest cost, and on the other hand, they can easily provide their services to customers all around the world Considering that one of the important and influential factors in the emergence, growth and development of the gig economy is the expansion of technology and the creation of the necessary infrastructure in the field of technology; managers should provide the necessary infrastructure in order to benefit as much as possible from this potential workforce and the vast market.

Abstract Abstract The purpose of the present study is to design an interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq. In terms of purpose, this research is applicable, and in terms of execution, it is qualitative; the adopted strategy is exploratory, and the method utilized is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected based on purposive sampling and the data saturation technique. The data collection tool is semi-structured in-depth interviews. For data analysis, thematic analysis and MAXQDA software were employed. The findings of the thematic network analysis revealed 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing with an emphasis on its role in shaping digital consumers’ purchasing decisions. The (organizing) themes were presented in 6 dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results indicated that interactive content marketing, as an emerging and effective strategy, plays a significant and influential role in shaping and strengthening the purchasing decisions of digital consumers. Introduction In the current digital age, social networks have become one of the primary hubs for interaction, communication, and information exchange between businesses and consumers (Zamani et al., 2022). These platforms are not only used as a base for marketing and advertising but have fundamentally transformed the nature of marketing communications through their interactive capabilities (Bazi et al., 2020). Meanwhile, the concept of “Interactive Content Marketing” has emerged as a novel and effective strategy, capturing the attention of researchers and marketing professionals. Unlike traditional methods that were largely based on one-way message dissemination, this type of marketing emphasizes creating a two-way dialogue, encouraging active audience participation, and crafting personalized experiences. On the other hand, the consumer purchasing decision process, especially in the digital context, has undergone significant transformations (Lou & Xie, 2021). Today, digital consumers go through complex stages of information searching, option comparison, evaluating other users’ opinions, and interacting with brands in online spaces—particularly social networks—before taking action to buy. This process is not a simple linear sequence but rather a cyclical and dynamic path where the customer moves repeatedly between stages of awareness, consideration, evaluation, and action (Chang et al., 2025). This necessitates a deeper understanding of the factors influencing the formation of these decisions. Despite the increasing importance of interaction in virtual space, few studies have specifically examined the role of “interactive content” in shaping purchasing decisions within the context of developing markets like Iraq (Bianchi & Andrews, 2023). One of the concepts that marketers currently focus on regarding consumer consumption behavior is the creation of pleasant experiences and their impact on consumer behavior. Creating diverse experiences as a vital element in marketing strategies can create value and lead to a competitive advantage (Holliman & Rowley, 2024). The process of online shopping involves purchasing goods directly from the seller without intermediaries, which can be defined as the activity of buying and selling goods via the internet. Online shopping transactions provide customers with a variety of products and services, allowing them to compare these products with those of other intermediaries and select the best option (Daroch et al., 2021). In the Middle East region, and specifically in Iraq, the rapid expansion of internet penetration and smartphone usage has led to the emergence of a massive population of digital consumers who perform a significant portion of their daily activities—including searching for product information, interacting with brands, and shopping—through social networks. The Iraqi market, with its young and tech-savvy population, provides a dynamic environment for studying digital phenomena. Specific socio-cultural characteristics of this market, including the importance of word-of-mouth communication, trust in personal recommendations, and the strong role of family and community in decision-making, have made the potential of social networks and interactive content in influencing consumer behavior highly significant in this country (We Are Social & Hootsuite, 2024). Therefore, the present study seeks to answer the following scientific question: What is the interactive content marketing model with an emphasis on its role in shaping the purchasing decisions of digital consumers in Iraq? Theoretical Framework Interactive Marketing Interactive marketing is an innovative form of marketing in which audiences can engage and communicate with your content. In this approach, a brand provides a relevant and appropriate response based on the specific actions and movements of each customer and audience member. This method allows brands to act more creatively and tell more compelling stories, thereby attracting a larger audience. Unlike outbound marketing methods, interactive marketing creates an environment where customers and the brand can engage in a two-way dialogue (Lufkin, 2024). Zhu et al. (2026) investigated the design of a content marketing process model aimed at strengthening customer purchase intention. The results of this research indicated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations should prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Ahmadi alinoudehi et al. (2026) analyzed the dimensions and components of digital transformation management based on Artificial Intelligence (AI). The results of their study indicated that AI-based digital transformation management is designed within four overarching categories: “contextual requirements,” “digital infrastructure,” “digital transformation management process,” and “organizational capital.” These include 12 organizing categories: “ethical requirements,” “cultural requirements,” “organizational requirements,” “hard digital infrastructure,” “soft digital infrastructure,” “digital transformation management process,” “digital transformation planning,” “prototyping,” “learning,” “human capital,” “process capital,” “structural capital,” and “social capital,” comprising a total of 73 basic categories. Methodology In terms of objective, this research is applicable, and regarding its execution, it is qualitative. The adopted strategy is exploratory, and the chosen method is thematic analysis. The research population consists of 21 faculty members and experts in the field of digital and interactive marketing in Iraq, selected through purposive sampling utilizing the data saturation technique. The data collection instrument employed is semi-structured in-depth interviews. Research Findings Data analysis was conducted through the thematic analysis method and MAXQDA software. The findings from the thematic network analysis identified 6 organizing themes, 14 basic themes, and 58 primary codes as the components and categories of interactive content marketing, emphasizing its role in shaping the purchasing decisions of digital consumers. The organizing themes were categorized into six dimensions: strategic factors, consumer factors, brand factors, consumer value-creation attitude, content personalization strategy, and responsiveness and feedback. The results demonstrated that interactive content marketing, as an emerging and effective strategy, plays a vital and influential role in shaping and reinforcing the purchasing decisions of digital consumers. Conclusion The present study was conducted with the aim of designing an interactive content marketing model, emphasizing its role in shaping the purchasing decisions of digital consumers in Iraq. The results obtained from these findings are consistent with the research of Zhu et al. (2026), Ahmadi Alinoudehi et al. (2026), Jalalzadeh et al. (2025), Abolhasani Abrghan & Dadash Karimi (2025), Bagher Mosavi & Fadai (2024), Shakeri (2024), and Zamani et al. (2022). Notably, Zhu et al. (2026) demonstrated that to achieve modern marketing based on social media—characterized by two-way interactive dialogues and feedback reception (a many-to-many communication system)—organizations must prioritize these elements in their information dissemination, advertising, and health tourism marketing programs. Based on the research results, it is suggested that to reach the optimal state of marketing and customer loyalty, organizations should involve their employees across various fields and departments. The company should supervise and participate in business operations and the mapping of employees’ professional futures, while simultaneously pursuing competitive excellence in its programs.

Abstract Abstract
The purpose of this research is to identify the primary elements and components effective on electronic customer relationship management. According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information. The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Introduction
Fierce competition, globalization, increasing customer demand, and exposure to higher credit risks have forced banks to provide the best possible services in a fast and efficient manner to retain their customer base and turn them into loyal patrons (Mang'unyi et al, 2018) and try harder to improve their profitability (Joju et al, 2017). At the same time, product homogeneity has also added to the burden of the banking industry and has proven to be a challenge for banks to maintain customer loyalty during such a significant change in technological behavior as well as in consumer behavior (Singh & Chauhan, 2022). Also, the changes caused by the rapid transformation in technology and adaptation by customers, followed by the greater penetration of the Internet and the increase in the use of smart phones, have put banks under serious challenges in countless ways (Mathew et al, 2020). As the traditional banking model declines, the traditional approach to electronic customer relationship management may not be compatible with the new banking model. Electronic customer relationship management is a reactive approach that lacks transparency, so it needs improvement. The emergence of electronic customer relationship management is one of these phenomena. Electronic customer relationship management, as a preventive approach, is the only solution to the current situation in which banks can operate (Singh & Chauhan, 2022). Electronic customer relationship management enables customers to interact with their banks remotely through Internet communication platforms and devices. Electronic customer relationship management increases profitability through customer retention, cost reduction, and valuable engagement (Abu-Shanab & Anagreh, 2015). Stating that customer retention is the main driver of a company's profit growth, a 5% increase in retention leads to an increase in profit in the range of 50% to 100% (Bezhovski & Hussain, 2016).
In this regard, the main question of the research is: What are the primary elements and components that affect the management of communication with electronic customers?
Theoretical framework
Electronic customer relationship management
Electronic customer relationship management involves thorough investigation and practice of knowledge among customers to sell products and services (Ling & Yen, 2001; Hong Kit Yim et al, 2004). Given that in today's competitive environment, companies pay more attention to meeting customer needs through digital platforms, many different companies are implementing electronic customer relationship management systems with the aim of meeting growing customer service expectations (Azila & Noor Neeraj, 2011).
Electronic customer relationship management and customer satisfaction
When customers are satisfied with the services provided by their service providers, this relationship becomes stronger, which further leads to positive word-of-mouth advertising (Adnan et al, 2021, Mulyono & Situmorang, 2020). Electronic customer relationship management services help customers interact with their bank, which increases their satisfaction level and thus leads to the creation of a loyal customer base (Mulyono & Situmorang, 2020).
Customer relationship management and loyalty
Organizations that seek to implement customer relationship management to gain customer loyalty in their organization should consider the benefits of having loyal customers to get a more tangible picture of the customer. Loyal customers can lead to increased revenue for the company by spending more money than non-loyal customers. In addition, loyalty leads to less customer turnover to other competitors; it also creates positive word of mouth advertising and a plays supportive role in the decision making of others (Al-Shoura et al, 2017).
Customer satisfaction and loyalty
Customer satisfaction is considered as one of the key factors that lead to customer loyalty (Kaur Mokha, 2022). In fact, when customers are satisfied with the services provided by banks, they are willing to recommend it to others (Mulyono & Situmorang, 2018). Customer satisfaction leads to customer retention, customer loyalty, high revenue, and high profits. Long-term customer loyalty is useful for creating a familiar environment for customers who have few problems and objections about commercial products (Al-Shoura et al, 2017).
Singh & Anuradha (2022) investigated the operation of electronic management of customer relations and customer satisfaction in the insurance sector. The results of their findings showed that among the thirteen identified components; five factors: brand popularity to create attractiveness for customers, innovative product offering, quick and honest response, relationship building, and financial security are the most effective factors affecting customer satisfaction. They have the greatest effect on buying an insurance policy and increasing satisfaction.
Kumar & Kaur Mokha (2022) investigated the interactions between electronic customer communication management and customer experience, satisfaction and loyalty. The results of the findings showed that all relationships were meaningful and positive, and also customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insights for bank managers to improve their long-term relationships with customers.
 
Research methodology
According to its purpose, the research method is applicable; and in terms of nature, it is descriptive; and its implementation method is Delphi technique. The statistical population of the research includes 35 lecturers, professors, and faculty members of the Faculty of Management, as well as senior experts and managers of private banks; and the interviews continued until reaching theoretical saturation. Delphi panel members were selected through purposeful sampling. A semi-structured interview was used to collect information.
Research findings
The Delphi method was used to analyze the data and to reach a consensus on the components obtained from previous research and articles published on scientific sites in the field of electronic customer relationship management. The results showed that variables related to causal factors including human factors, technology factors, support factors; and background factors including cultural factors and industry factors; organizational factors including organization design factors and customer factors were identified and categorized as effective variables on electronic customer relationship management. Also, satisfaction and loyalty were recognized as consequences of using electronic customer relationship management.
Conclusion
The current research was conducted with the aim of identifying the primary elements and components effective on electronic customer relationship management. The results of this research are in agreement with the researches of Ahmadi et al, (2024), Gholipour domyeh (2023), Singh & Anuradha (2022), Kaur Mokha (2022), Kumar & Kaur Mokha (2022), Kumar et al, (2021), Naim & Faiz Khan (2021), Rao & Reddy (2021), Ebrahimi & Yegangi (2021), and Baskabadi & Tosli (2021). Kumar & Kaur Mokha (2022) in their research considered customer experience and customer satisfaction as prerequisite tools for improving and strengthening long-term relationships with customers and showed that all relationships are meaningful and positive, as well as customer experience and customer satisfaction are mediators in the relationship between E-CRM and customer loyalty. They claimed that the empirical results of their research had both theoretical and managerial implications that provided useful insight for bank managers to improve their long-term relationships with customers.
According to the results obtained from the research, the following suggestions are presented:

Aggregation and software integration of technologically integrated interactive channels for customer relationship management;
Determining the training system for customers and managing the analysis of customer needs based on interaction through social media in electronic customer relationship management;

Abstract Abstract The purpose of the current research is to investigate the effective factors in hiding knowledge in the country's water and sewage engineering company. This research is in the basic research category in terms of purpose. The current research was conducted using the qualitative method and based on the phenomenological approach. The sampling method in the present research was a purposive sampling, and theoretical saturation acquired by conducting 18 interviews. Semi-structured interviews were used to collect data. The data analysis method is based on coding and categorization. Data analysis was done using MAXQDA 2020 software. The findings of the research showed that all the criteria were confirmed, and it was found that Kendall's coordination coefficient improved in each round compared to the previous round. According to the analysis of the findings, all the identified variables are of appropriate importance and therefore the phenomenological model was presented. In the final results of the research, the main themes with the titles, human resource management, process system, knowledge concealment, and consequences were identified, and each main theme consists of several sub-themes as described in the text of the article. Extended Abstract Introduction Knowledge sharing is a voluntary activity, and organizations are trying to find ways to encourage people to share their knowledge with other members. Due to the strategic importance of knowledge sharing within organizations, several studies have been conducted to investigate the behavioral records related to knowledge sharing by individuals in the workplace. The fact that knowledge hiding is a common phenomenon in organizations was highlighted in a research conducted by Mil & Mil (2006). This study showed that 20% of employees hide their knowledge from their colleagues because they believe that knowledge belongs to privacy and should not be shared (Peng, 2015). Van & Hoff (2017) argued that knowledge hiding occurs when an individual does not intentionally disseminate his knowledge to other members of the organization (Kang et al, 2017; Hernaus et al, 2016). In their research model, they showed that knowledge concealment, like knowledge sharing, can have two dimensions: explicit knowledge concealment and implicit knowledge concealment. On one hand, the concealment of explicit knowledge can be easily found in non-recording, non-classification, and non-storage; and the concealment of implicit knowledge can be found hidden in people's daily actions and mental models (Hernaus et al., 2018). Aother reasons for hiding knowledge by employees is that people consider their knowledge as an important tool that helps them to continue being a valuable person in the organization (Hosseinpour et al, 2016). According to the explanation and explanation of the problem, the main question has been raised as follows: What are the effective factors in hiding knowledge in the country's water and sewage engineering company? Theoretical Framework According to Martin (2005); diverse cultures, lack of trust, lack of enough time, inefficient and fruitless communication and poor knowledge can cause knowledge to be hidden (Anand & Hassan, 2019). In most situations, organizational factors such as job participation and satisfaction, performance evaluation and performance recognition are also considered as motivators to increase and promote knowledge disclosure behavior among users. In addition, organizational culture, senior management support and organizational communication also affect knowledge disclosure behavior. Revealing knowledge is shared indirectly through learning activities existing among users (Ibrahim & Hock Heng, 2015). Weakness in the organization's reward and encouragement system is one of the factors that encourage knowledge concealment among employees. Since knowledge sharing is essentially a behavioral issue, using a reward system is one of the ways to increase the probability of this behavior from employees. If the organization does not provide material and spiritual support and appreciation to the employees who have a high motivation to share their knowledge with others, the motivation of other employees to follow this behavior will decrease and the organization's employees will manifest behaviors related to knowledge concealment.  However, when employees do not believe in the value and importance of sharing their knowledge with colleagues, even the existence of a strong motivational system cannot be effective, and the behavior of hiding knowledge always becomes one of the favorite behaviors of employees. Haghsetan & Jantifar (2021) investigated the moderating role of professional commitment in studying the impact of perceived organizational policies on knowledge concealment (case study: Tehran's Hemian Fan Sanat Berq Company). The results show that professional commitment moderates the effect of perceived organizational policies on knowledge concealment. Chen et al, (2020) investigated the integration of light and dark aspects of communication transparency for knowledge management and creativity: the moderating role of regulatory focus. Their findings advance the understanding of communication visibility theory and regulatory focus theory in corporate social media contexts. For employees, the findings suggest that they need to share their knowledge with other colleagues to improve their creativity. For organizations, the findings recommend that they should implement various policies that highlight the organizational focus of employees to facilitate knowledge sharing and prevent knowledge hiding. Research methodology This research is in the category of basic research. This research was conducted using a qualitative method and a phenomenological approach for analysis. The statistical population of the research included 18 managers, senior experts and experts of the water and sewage department who have more than 20 years of experience in the company environment and at different levels. The sampling method in this research is stratified sampling. In order to collect data, semi-structured, in-depth, collaborative and long-term interviews were used. Research findings The method of analyzing the collected data was based on coding and categorization and using MAXQDA 2020 software. The findings of the research showed that all the criteria were confirmed, and it was found that Kendall's coordination coefficient improved in each round compared to the previous round. According to the analysis of the findings, all the identified variables are of appropriate importance and therefore the phenomenological model was presented. In the final results of the research, the main themes with the titles of human resource management, process system, knowledge concealment, and consequences were identified, and each main theme consists of several sub-themes as described in the text of the article. Conclusion This research was conducted with the aim of investigating the effective factors in hiding knowledge in the country's water and sewage engineering company. The results of this research are consistent with the researches of Hoseinpour (2020), Jiang & Xu (2020), Chen et al, (2020), harma & Toshinwal (2020), and Singh (2019). The biggest reason for concealment of knowledge in the country's water and sewage company can be attributed to deliberate concealment and retaliatory concealment, which the vast majority of the interviewees mentioned directly or indirectly. Every research has its own limitations. The duty of the researcher is to express the limitations of his research and try to bring his scientific work to criticism deliberately and bravely. This part of the thesis is dedicated to this part, which states the limitations of the upcoming research from the perspective of the researcher and criticizes its shortcomings, so that the statement of the limitations determines a way to improve and advance the future research. In this regard, the limitations of the research and suggestions for future research were presented, which are: In this research based on the phenomenological method, the modeling of knowledge concealment was discussed and finally the research model was tested in the relevant statistical population. Therefore, for a more accurate and consistent review, it is suggested that the model presented in this research be tested in other similar organizations and the results obtained be compared with the results of this research. Another limitation of this research is giving priority to conducting interviews and benefiting from the opinions of experts and professors rather than reviewing documents. Therefore, it is suggested that in the future research, the documents and records of the organization in the field of knowledge management should be studied for a more detailed examination, and appropriate categories and concepts should be extracted from them.

Abstract Abstract
The purpose of the current research is to present an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling. Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Extended Abstract                                          
Introduction
The last decade can be considered as the decade of attention to entrepreneurship and entrepreneurs in Iran. Due to the identification of the role and place of entrepreneurship in wealth creation and economic growth, the attention of policy makers and researchers in the field of management has been focused to the identification and understanding of entrepreneurial processes. Entrepreneurship has a meaning beyond the creation of work and employment. In fact, entrepreneurship has other positive and important consequences, such as the flourishing of creativity, encouraging innovation and its development, increasing self-confidence, creating and developing technology, generating wealth in society, and increasing general well-being; and if we just pay attention to its entrepreneurial aspect, we will be deprived of its other consequences (Hoseini et al, 2022).
 Entrepreneurial marketing is proactively identifying and exploiting opportunities to acquire and retain profitable customers through innovative approaches to managing risk, leveraging resources, and creating value; which includes elements of both concepts: entrepreneurship (activity, risk-taking, opportunity, and innovation), and marketing (customer focus, resource leverage, and value creation). The concept of entrepreneurial marketing focuses on innovations and the development of ideas in line with intuitive understanding of market needs (Gali et al, 2020). Accurate market analysis, identifying and exploiting opportunities, market research, and understanding customer needs are essential elements in entrepreneurial marketing practices. When setting goals, entrepreneurs must consider various factors such as their entrepreneurial goals and marketing strategy, the tactics they will employ, available resources, and the target market. In addition, entrepreneurs should also consider short, medium and long term goals during this process (Mohabattalab & Rezvani, 2018). According to the above, the researcher is looking answer for the following question: What is the model of entrepreneurial marketing based on teamwork with an emphasis on start-up companies?
Theoretical Framework
Entrepreneurial marketing
Entrepreneurial marketing is an organizational function and a set of processes to create, communicate and provide value to customers and to manage relationships with customers in ways that benefit the organization and its stakeholders; and characterized with innovation, risk-taking, being active, etc. It may be done without current controlled resources (Nijssen & Mullick, 2023). On the other hand, entrepreneurial marketing is characterized by responsiveness to the market and the apparently intuitive ability to anticipate changes in customer demands (Makhloufi et al, 2022; Opute et al, 2023). Entrepreneurial marketing is a spirit, an orientation, as well as a process for pursuing opportunities and launching and growing ventures that create perceived customer value through relationships, especially through the use of innovation, creativity, sales, market immersion, networking, or flexibility.
 
New companies (startups(
There are evidences that state that entrepreneurial marketing is one of the positive characteristics for any organization. Organizations that integrate marketing and entrepreneurial activities are better suited to find and exploit new market opportunities. One of the main advantages of the entrepreneurial marketing concept is its ability to respond to an ever-changing environment. When the entrepreneur is looking for new opportunities with regard to limited resources, he uses an innovative approach in facing this uncertainty (Clark et al, 2022).
Team work
A team is a limited number of people with complementary skills who are committed to a common goal, the same performance results, and a single approach; who are also responsible for all of these things that they have determined. The teams are connected so that their mission does not end even if only one team member is absent. But in groups, people's personalities are much more independent. It can be said that the concept of team is explained by the word synergy. Synergy happens when people come together to create results that exceed the sum of people's ability (Masumi & Javaherizadeh, 2020).
Assarian et al, (2024) investigated the formulation of the native model of social media marketing of online stores. All the indicators obtained from the qualitative analysis of 10 interviews; including 11 categories and the number of 52 indicators, have been used to formulate the native model of social media marketing of online stores. The result of data analysis has been presenting a paradigmatic model including six components of causal conditions (information and communication technology, time management, and cost management), contextual conditions (infrastructure of online stores), intervening conditions (sanctions and economic problems and risk management), strategies (use of force human expert and the use of influencers), the central phenomenon (social media marketing), and consequences (sustainability in the use of social networks, and special value of the brand). A number of indicators were also identified for each of the identified main categories.
Moradi ziba et al, (2023) investigated the formulation of digital marketing strategies model in successful Iranian startups. The results of the qualitative part indicated that 241 primary codes, 46 central codes, and 14 selective codes were identified and extracted. The results of the research showed that causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability, and customer knowledge have an effect on digital marketing strategies, and the results of confirmatory factor analysis showed that the fit indices of the model were confirmed.
Research methodology
The research method is applicable according to its purpose, and qualitative in terms of its implementation. The statistical population consists of 15 experts who are academic professors in the field of marketing management, and managers in the marketing and sales industry, who were selected by targeted non-probability sampling.
 
Research findings
Thematic analysis method and MAXQDA software were used for data analysis, and MICMAC software was used for effective and effected between variables. The results showed that 5 comprehensive themes and 13 organized themes and 87 basic codes were identified and extracted from the theme analysis method, and then using interpretative structural modeling, the identified indicators were leveled; and the results showed that the fourth level includes marketing strategy (C04) is the most effective one that acts as the cornerstone of the model and directly affects the third level criteria (content and marketing tools (C03), and marketing performance evaluation (C02)). The first level includes the development of teamwork (C04) as the most effective level. The dimensions of the second level (networking and marketing public relations (C01)) act as interfaces.
Conclusion
The current research was conducted with the aim of presenting an entrepreneurial marketing model based on teamwork with an emphasis on start-up companies. The results of the present research are in agreement with the results of Assarian et al, (2024), Moradi ziba et al, (2023), Torres & Jasso (2022), Adeeko & Osunade (2022), Allah Yar (2020), De Groote & Backmann (2020), Amiri (2020), Shabani et al, (2021), Shahramfar et al, (2021), Kordheydari et al, (2019), and Rundquist & Österling (2018). Adeeko & Osunade (2022) showed that the navigation of entrepreneurial marketing education provided through the basic course of entrepreneurship has a significant effect on the entrepreneurial mindset and entrepreneurial skills of students, so it should be sustained.
According to the results of the research, the following suggestions are presented:
Holding weekly or monthly meetings with the team to review progress, resolve issues, and make joint decisions.
 Promoting a culture of cooperation and sharing information and experiences within the team. Creating an environment where team members feel converged and learn from each other.
Holding team-making events and recreational activities to strengthen personal relationships and motivate team members.
Determining the content strategy compatible with the macro marketing strategy. Determining the role of content in attracting customers, keeping them, and promoting products and services.

Abstract Abstract
The purpose of this research is to provide a model of international strategic renewal of pharmaceutical industry businesses. The current research method is data-based according to the purpose, and also according to the data collection; which was collected in the year 2021 through semi-structured interviews. In order to collect information, a statistical community including 18 experts, including managers and experts in the export field of the top exporting businesses of the pharmaceutical industry active in Tehran province was selected. The purposeful sampling method is in the form of snowball, which theoretical adequacy was determined according to the rule of theoretical saturation. The qualitative part of the data was analyzed through open, axial and selective coding by MAXQDA software. The results of the research showed that in the design of the international strategic renewal model of pharmaceutical industry businesses, there are a total of 10 components were identified and extracted in the form of strategic factors (organizational components, lean and agile supply chain, international strategy), causal conditions (marketing component), structural conditions (entrepreneurship), consequences (financial performance, organizational performance) and background conditions (environmental components, management components, social components).
Extended Abstract
Introduction
Moving towards innovation and making changes in the combination of products and services is in the realm of activities of a knowledge-based business (Shahriari et al, 2019). Therefore, knowledge-based businesses play an important role in production effectiveness, crystallization of knowledge in new products and services, improvement of the level of economy and well-being, production of wealth and added value in a society. Therefore, due to globalization and technological changes, the business environment has changed its direction towards knowledge-based economic activities (Sim & Teoh, 2019). In the management literature, several theories have been developed to describe and explain the success of organizations during the last few decades. One of the major and central areas that examines the long-term growth and profitability of the organization is the strategic area. The focus of researchers in this field is on how to change and develop the organization's business according to the situation and environmental changes in such a way that its long-term survival and success is realized. However, some theories and concepts raised in the field of strategy have been less discussed. One of these concepts is the emergence of strategic innovation in the organization. The meaning of strategic renewal is the process, content and result of updating or replacing the characteristics of the organization, capable of having a significant impact on the long-term vision of the organization (Agareval & Hlfet, 2013). Strategic innovation is actually an entrepreneurial phenomenon that redefines relationships with markets and competitors in order to fundamentally change the type of competition (Kuratko & Audretsch, 2021).
Based on the explanations provided, this research seeks to answer this question: what are the factors of international strategic renewal of pharmaceutical industry businesses?
Theoretical Framework
Considering the high importance of small and medium businesses for the economic growth of countries, the internationalization of these pharmaceutical industries in today's competitive world seems inevitable. Strategic innovation is defined as an interactive process that includes promotion, adaptation and use of new knowledge and innovative behavior to improve organizational competencies, products and services (Pratap & Saha, 2021). In fact, the process of strategic renewal includes the creation of new profits through the recombination of resources and includes measures such as business redefinition, product development, and process changes (Martinez, 2019).
Strategic discontinuous innovation requires changing the existing core business to a newer, more unknown business that is fraught with significant uncertainty. Accordingly, discontinuous innovation is more uncertain than continuous innovation in the existing business or internal and external venture capital investment where exploration and exploitation occur simultaneously (Flouid & Len, 2020).
The second topic in renovation studies is the continuous renovation process. Continuous strategic innovation includes decisions to expand new product lines or services, or to significantly improve the performance of current lines (Hamel, 2013). Continuous innovation, if done proactively, may enable companies to adapt to changes in the external environment and thus reduce the need for a much larger and more difficult transformation. Continuous strategic innovation may even enable the firm to shape an external environment to its advantage.
Shu et al, (2019) conducted a research on government institutional support, entrepreneurship, strategic innovation and performance in developing China. The results showed that the institutional support of the government, entrepreneurial orientation and strategic modernization increase the performance separately, however, the entrepreneurial orientation completely mediates the relationship between the institutional support of the government and strategic modernization. In addition, strategic innovation fully mediates the relationship between entrepreneurial orientation and firm financial performance and partially mediates the relationship between entrepreneurial orientation and firm reputation.
Kalabi et al, (2018) investigated the issue in a research entitled texturing and conceptualization of entrepreneurial strategic renewal (a case study of Iran's tile and ceramic industry). The findings indicate that the concept of entrepreneurial strategic renewal in the tile and ceramic industry includes six sub-categories: "recognition/discovery/creation of opportunities", "dynamism in the renewal of capabilities", "renewal of organizational goals and functions", "overactive in exploiting opportunities and improving the level of innovation", "continuous market monitoring" and "accepting uncertainty as a permanent phenomenon".
Research methodology
The current research was exploratory in terms of its nature, fundamental in terms of purpose, and qualitative in terms of the selection method. In order to answer the research questions in this study, the data-based theory strategy is used based on the systematic generation of theory from data. The statistical population of the present study consists of experts, including managers and experts in the field of export of the top exporting businesses in the pharmaceutical industry active in Tehran province, and the time domain of data collection is in the year 2021. The sampling method is snowball.
Research findings
To analyze the data, MAXQDA software was used to code and analyze the qualitative data. The results of the research showed that in the design of the international strategic renewal model of pharmaceutical industry businesses, there are a total of 10 components were identified and extracted in the form of strategic factors (organizational components, lean and agile supply chain, international strategy), causal conditions (marketing component), structural conditions (entrepreneurship), consequences (financial performance, organizational performance) and background conditions (environmental components, management components, social components).
Conclusion
This research was conducted to investigate the presentation of the international strategic renewal model of pharmaceutical industry businesses. The result of this research is in line with the result of Flouid & Len (2020), Aghjani (2017), Knott & Posen (2017), Kelabi et al, (2018), Carpon & Mitchell (2016). Shu et al, (2019) showed in their research how entrepreneurial orientation (EO) and strategic renewal (as important dimensions of corporate entrepreneurship) can transfer the institutional support of the government and thus the company's performance in the economy. increase the current transition, and showed that the institutional support of the government, entrepreneurial orientation and strategic renewal separately increase the performance, however, the entrepreneurial orientation completely mediates the relationship between the institutional support of the government and strategic renewal. In addition, strategic innovation fully mediates the relationship between entrepreneurial orientation and firm financial performance and partially mediates the relationship between entrepreneurial orientation and firm reputation.
According to the findings, the following suggestions are provided.
- The government should support the development of entrepreneurship and strategic modernization in these companies by supporting domestic products, amending tax laws and insurance laws, and establishing protective laws, as well as optimizing technology policies, financial policies, market policies, and increasing policies related to international interactions and the level of culturisation.
- Regarding the factors affecting the market, government policies should be based on increasing the absorption rate of technology, increasing market demand for products in this field, and developing market policies.
- The company's strategies, either in terms of design, strategic renovation, and investment for product production, or in terms of the market for the supply and sale of manufactured products, must be designed and adjusted in such a way that they are responsive to face rapid and immediate changes and can determine the priorities within the company. And based on that, decisions can be made in the light of the future consequences, and by solving the major problems of the organization today, it can lead to the improvement of the organization's performance.
- It can be effective to use targeted training to train specialists who can provide specialized opinions in this field.

Abstract Abstract The aim of this study is to design a sustainable consumption model in the health-based products market. The present study is applicable in terms of its purpose and qualitative in terms of its implementation method. The statistical population of the study includes 13 experts and specialists in the field of sustainable consumption, and the samples were selected using a purposive sampling method, and information collection continued until theoretical saturation. Data analysis in the qualitative section is performed using the data-driven method and MAXQDA software version 2020. The results of the research showed that the designed model, which includes causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, and environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors), intervening conditions (responsible consumption, sustainable consumption reduction behavior), category-centric, strategies (push marketing, sustainability incentives, use of celebrities, etc.), and consequences (life satisfaction, conservation of natural resources, health-oriented product purchasing behavior) were identified to explain the components of sustainable consumption in health-oriented products. Introduction Sustainable consumption behavior emphasizes the importance of reducing resource consumption and adopting circular economy principles to achieve sustainable development. By examining the impact of environmental awareness, hedonic and functional aspects on sustainable consumption and purchase intention, it can be concluded that environmental awareness has a significant impact on sustainable consumption (Khalid, M. et al., 2024). Today, companies and organizations are forced to include environmental protection issues in their activities in order to meet customer needs, act on social responsibility, and protect consumer rights (Emamgholi, 2011). It seems that lack of awareness of green products is the biggest obstacle to consuming such products (Teseng & Hung, 2017). By providing information and building trust in customers, a bond is created between the customer and the company, and this emotional bond with a place created as a result of the experience is effective on the individual's positive evaluation of that company and his behavioral tendencies in the future. (Yuskel et al., 2016) Another very important issue is that sustainable consumption, as a responsible approach to using resources, plays an important role in preserving the environment and improving the quality of life. With the increase in environmental challenges such as climate change, pollution and biodiversity loss, the importance of sustainable consumption has become more apparent than ever. Sustainable consumption is not limited to purchasing environmentally friendly products, but also includes everyday behaviors such as reducing waste, reusing goods, choosing sustainable food and reducing energy consumption. With increasing public awareness and global efforts, societies are seeking to adopt more sustainable practices to meet current needs while preserving resources and suitable conditions for future generations. However, the number of studies that specifically address the effects of sustainable consumption in various aspects is limited. On the other hand, most of the concerns of people in today's world and in our country are the health of the used products which cause less damage to the environment; and this doubles the importance of sustainable consumption in health-oriented products and explains the need to address this category. In fact, the main concern of the present study is the same, and an attempt has been made to fill the existing gaps and present a paradigmatic research model. Therefore, given the importance of the subject, an attempt has been made to address most of the aspects affecting sustainable consumption. Accordingly, the main issue of the present article is: How is the sustainable consumption model designed in the market for health-oriented products? Theoretical framework - Sustainable consumption Sustainable consumption includes the use of products and services that meet basic needs and improve the quality of life, while minimizing the consumption of natural resources, toxic substances, and the emission of waste and pollutants throughout the life cycle so that the needs of future generations are not jeopardized. At its core, sustainable consumption requires a change in consumer behavior, encouraging individuals and communities to make more environmentally conscious decisions. This includes reducing consumption of goods, choosing products with lower environmental impacts, and adopting practices such as recycling and reuse. The principle emphasizes the importance of consumers paying attention to the environmental footprint of their choices and moving them towards lifestyles that help preserve the environment. Sustainable consumption is not limited to individual choices, but also involves making systematic changes to production processes and supply chains to embed sustainability into the structure of consumer products and services (Khajuria, A & Verma, 2025). Some researchers consider sustainable consumption behavior as an act of voluntary convenience or anti-consumption (MoradiDehkordi & Barrani, 2022); while others define it as the adoption of green lifestyle activities. Diverse perspectives and explanations make sustainable consumption behavior a complex phenomenon to describe and predict. Some marketers and policymakers have emphasized the need to understand the social and institutional actions that may encourage the development of environmentally friendly behavior among consumers. Other studies have discussed the role of individual values ​​in influencing sustainable behaviors (Jain, 2021). In addition, the higher price of sustainable products compared to conventional options is another important factor in sustainable consumption. Given the associated economic challenges, the issue of affordability must be taken seriously. Local and major news media point to higher prices for eco-friendly products, and claims like “buying green is too expensive for the average consumer” are proposed, and consulting firms are examining why “today’s pricing is a barrier to sustainability.” While previous studies have shown that product price is a barrier to green purchasing, new research shows that not only consumers’ actual financial resources, but also their financial withdrawals predict sustainable consumption. However, consumers who follow plant-based diets actually spend less on food purchases than other consumers. Therefore, actual financial ability and withdrawals can have similar or different effects on consumer choices (Schnack, A. & Gan, C., 2024). Research Methodology This research is applicable in terms of purpose, and qualitative in terms of implementation. A purposive sampling strategy was used to explore the phenomenon under study. Given that the subject of presenting a sustainable consumption model in the health-oriented product market was to collect information, academic experts and university professors specializing in the field of consumer behavior who had published articles on this topic were consulted, and data collection continued until theoretical saturation was reached. In this research, semi-structured interviews were conducted with 13 participants from the aforementioned statistical population. Finally, the research data were analyzed through a coding process based on the systematic approach of Strauss and Corbin's data theory. In this method, the stages of data analysis were carried out through open coding, axial coding, and selective coding. Data analysis were carried out through coding the interviews in the 2020 MAXQDA software. Research findings In this study, considering the meaning of these codes, each has been categorized into a similar concept, and thus the research concepts were determined. The categories were written in the form of components based on the analysis of the interviews. The findings from this stage indicate that such a systematic and comprehensive study has not been conducted so far, and each of the studies has focused on a specific aspect and has not been presented in a comprehensive and systematic framework. The coding process consists of three stages: open coding, axial coding, and selective coding. The results of this study provide a model with 26 indicators in sustainable consumption. Factors include causal conditions (attitude towards sustainable consumption, subjective norms, ethical commitment to sustainable consumption, consumer perception, values, social responsibility, sustainable consumption intention, green management education, environmental awareness), contextual conditions (factors related to the marketing mix, environmental laws, political factors, political antecedents), focal category (sustainable consumption, health-oriented products), strategies (marketing, sustainability incentives, understanding economic models, green management education, sustainable identity formation, use of celebrities), consequences (satisfaction with life, purchasing behavior of health-oriented products, conservation of natural resources), and intervening conditions (responsible consumption, sustainable consumption reduction behavior) that explain the components of sustainable consumption in health-oriented products were identified. Conclusion The main result of this study is to provide a comprehensive model of sustainable consumption in the health-oriented products market. The results of this study indicate that using strategies in the field of sustainable consumption such as sustainable incentives, which include promoting simple procedures for sustainable consumption and training in creating business models based on sustainable consumption and using creative and intelligent strategies to attract customer attention, which ultimately results in things such as life satisfaction, conservation of natural resources (choosing products with the least environmental pollution, reducing greenhouse gases, reducing global warming due to the use of health-oriented products), and purchasing behavior for health-oriented products. The results of this study are consistent with the results of Kumar, S, & Yadav (2021), Simeone, M. et al., (2025), Abbasi & Rezaei (2017), Haung (2022), Milas Zewicz (2022), and Ambuli et al., (2022). The results of these factors showed that sustainable consumption attitudes and mental norms, and consumer perception have a significant impact on sustainable behavior and can play an effective role in marketing health-oriented products. Sustainable consumption behavior is influential in adopting appropriate strategies and actions; and background conditions such as supportive policies, integration of innovation policies, and environmental policies can provide a suitable platform for the activities of health-oriented product manufacturers in developing sustainable consumption. According to the present study, the following suggestions are presented: • Ethical consumerism training patterns • Granting bank loans to health-oriented product manufacturers • Availability of health-oriented products • Using creative and intelligent strategies to attract customer attention • Supporting local economy and innovation in sustainable consumption

Abstract Abstract The present research was conducted through the combination of previous research with the aim of presenting a comprehensive picture of the components and concepts of the drivers of the circular business model. The research methodology is qualitative with a meta-synthesis approach. Accordingly, after searching in reliable domestic and foreign databases, in the time range of 2014 to 2023 for domestic research sand 2010 to 2023 for foreign researches, a number of 97 related studies were evaluated and finally, after multiple screenings, 42 articles were selected. The findings of 42 previous studies related to the research objectives were reviewed, aggregated, combined, and interpreted by means of the seven-step model of Sandelowski and Barroso. Using the coding method, the number of 27 codes, 8 concepts, and 3 components were identified and validated through Cohen's kappa test, and the model of the drivers of circular business model was presented and drawn. The results of this research showed that a wide range of drivers can be used for transition from linear and traditional business models to circular business models and by carefully considering and understanding these drivers, it is possible to strengthen them and finally facilitate the implementation of successful circular business models. Finally, in line with the results of the research, practical suggestions are presented that can provide valuable insight to individuals and business managers and policy makers who seek to improve circular entrepreneurship and increase the entrepreneurial behavior of the society and at operational levels by actors who accompany circular entrepreneurship. Extended Abstract                                           Introduction Our world is currently facing numerous environmental, social and economic challenges, and the consequences of these challenges can be seen in climate change, pollution, loss of biodiversity and resource destruction. Today, researchers have reached a turning point in what the earth can sustain and current living standards are not sustainable in the long term (Toth-Peter et al., 2023). Also, the rapid increase in population puts pressure on the consumption of biological resources, and as a result, governments, businesses and communities are directed to try to preserve the available resources. In contrast to the linear economy, the circular economy approach has attracted a lot of attention, and researchers have highlighted the urgent need to adopt a circular economy and thus conserve resources at all levels (Velenturf & Purnell, 2021). Circular economy is a concept that benefits the environment and mankind (Neves & Marques, 2022). This call has led commercial businesses to transform the existing linear business model into a circular business model (Palmié et al., 2021). In fact, it is very important to change the paradigm from a linear economy to a circular economy to reduce the pressure on the environment and improve the security of the supply of raw materials. Under this new paradigm, which is governed by the requirements of "reduce, reuse and recycle", the extraction of primary resources is minimized by increasing the useful life of existing resources and materials (Neves & Marques, 2022). The circular business model is also defined as an organizational ecosystem to create, absorb and provide value by extending the useful life of products through remanufacturing, repairing or designing long-life products (Bocken et al., 2016). Therefore, the increasing popularity and need of the circular business model at the global level creates the need for a better understanding of the various drivers of the circular business model. Despite examining the benefits and drivers of the circular business model, the implementation of the circular business model in the manufacturing industry and many businesses is still limited (Urbinati et al., 2017). Therefore, much more theoretical and empirical effort is needed to analyze the enabling and driving factors for designing circular business models (Hussain & Malik, 2020); that is, the factors that encourage the transition to a circular business model (De Jesus & Mendonça, 2018). However, previous studies have identified drivers for the change towards circular business models in a fragmented and separate manner, which encourages the implementation of circular business models; which, due to the great importance of circular business models in order to gain sustainable competitive advantage and create multiple values of economic development, social justice and environmental protection, requires a complete investigation, aggregation and interpretation. In fact, the existing articles in this field have addressed some of the indicators and drivers of circular business models separately; therefore, the current research aims to answer the following question by choosing a different perspective from previous researches and identifying, combining and deeply understanding the components, concepts and indicators with a systematic and comprehensive analysis in a meta-composite way: What is the pattern of drivers of the circular business model? Theoretical framework The concept of circular economy has received increasing attention due to the conditions of the global ecosystem, the need to reuse materials and economic justifications (Charef & Emmitt, 2021). This concept is defined as an economic system focused on the reuse of products and materials to conserve natural resources as a starting point where "environmental and social values are vital in every part of the system" (Reike et al., 2018). The main idea of the circular economy is to close material loops and thus avoid waste, reduce pollution and minimize the use of intact resources. This should maximize the useful life of products by recreating processes like those in nature (Sauvé et al., 2016). The concept has also sparked some inevitable deep debates at business and organizational levels globally, as the world claims to transition to a resource-efficient model, particularly in business areas that focus on rotational business models. (Diaz et al., 2021). A circular business model can be defined as “the logic of how to create, deliver and capture value with and within material closed loops” (Antikainen et al., 2018). The adaptation of circular business models enables businesses not only to operate sustainably, but also to create a competitive advantage (Ghisellini et al., 2016). Circular business models are networked in nature and therefore require different actors in the value network to work together towards common goals. There is a need to consider changes in value creation for a wide range of actors, as there are often game changes in business models. Research methodology This research is applicable in terms of purpose. In order to collect data, all the researches published in the field of circular economy in reliable domestic and foreign databases based on the keywords "business model", "circular business" and "circular business model", in relation to "circular economy" is defined for entrepreneurship and management journals. 97 related studies were evaluated and finally, after reviewing, 42 articles were selected. The basis of validity of the present research is theoretical validity. The meta-synthesis approach based on the guidelines of Sandelowski and Barroso was applied in this study. This approach is a systematic review of qualitative research findings to create a new interpretation through a logical and consistent seven-step process. The meta-synthesis process includes defining the research questions and goals, organized reviewing of the literature, searching and choosing related studies, extracting textual information, analyzing and synthesizing qualitative findings, controlling the quality, and, finally, providing the findings. Research findings Cohen's kappa test was used to measure the quality. The results of calculating the kappa statistic in this research show that the kappa coefficient is equal to 0.732, which indicates the reliability of this research. Using the coding method based on the analysis done with the help of content analysis, the content of 42 final articles has been selected and a total of 27 codes, 8 concepts and 3 components have been identified. Based on the findings of the research, the final model of the drivers of the circular business model has been complied according to the following figure. Circular business model drivers Drivers with micro approach Supply chain Social Economic Macro policymaking Drivers with meso approach Drivers with macro approach Technological Organizationa Product Consumer Figure 1 The role model drivers of circular business model  Conclusion
In general, circular business models reduce negative environmental effects, improve competitive advantage through cost reduction, or increase income and create new businesses and employment, which will ultimately improve economic efficiency and social status. In particular, in this research, the basic drivers of the circular business model have been identified. The concepts identified in this research were introduced and expressed under three components, including drivers with a micro approach, drivers with a meso approach, and drivers with a macro approach. The components of drivers with a micro approach include economic, organizational and technological concepts. In this way, the component of drivers with a meso approach includes the concepts of supply chain, product and consumer, and the component of drivers with a macro approach includes macro policymaking and social concepts. The findings of this research show that it used a wide range of drivers to transition from linear and traditional business models to circular business models. By carefully considering and understanding these drivers, it is possible to strengthen them and finally facilitate the implementation of successful circular business models. The flow of materials and energy in the current conditions of the country, on the one hand, due to the environmental restrictions, and on the other hand, due to the sanctions, is of special importance for the economy, especially the circular economy. The movement and transition towards circular business models in businesses makes it possible to move towards more dynamic and integrated business models, with a high degree of interaction of all actors (i.e. public partners, businesses, research institutions and other stakeholders such as local communities, customers or consumers). This requires a collaborative approach between the business community, policy-makers and institutions in order to accept sustainability as a business requirement and adopt models that create shared value and direct systemic changes towards circular economy goals. The results of this research show that a business can lead to a transition from a traditional business model to a circular business model through its production and management capabilities and the innovations it develops. Also, governments can be considered as a serious and very effective driver in the transition of traditional business models to circular business models with the right and facilitating policies and legislation.  

Abstract Abstract
The purpose of this research is to investigate and explain the effective variables in measuring intellectual capital and to provide an optimal model. This research is developmental in terms of its purpose, analytical-correlational in terms of the type of method, qualitative in terms of the method of collecting data, and with a meta-composite approach in terms of the method of conducting the research. The statistical population of the research includes all studies and researches done in the past in the field of intellectual capital. In two parts in this research; descriptive and inferential meta-analysis, the analysis of the intellectual capital of the researches published in the period of 1366 to 1399, extracted from the Irandoc database, in the number of 51 studies (102 variables - including repeated variables, finally 53 variables) was analyzed. Based on the descriptive meta-analysis, the classification of intellectual capital research were categorized into three categories of organizational focus, the focus of intellectual capital accounting literature, and the research methods used in the research. Also, based on the criteria of concentration of accounting literature, intellectual capital research was divided into five categories: audit, accountability and governance, management control/strategy, performance measurement, and others (including the public). Inferential meta-analysis was performed using stata software. Based on the results of inferential meta-analysis, the relationship between intellectual capital components and financial performance components was examined. The results showed that based on the pattern of random effects, the average effect size extracted from the research is equal to 0.269.
Extended Abstract                                          
Introduction
Intellectual capital is the most important source for sustainable competitive advantages of organizations, and today one of the important responsibilities of managers is better management of intellectual capital (Bani Asadi et al, 2021). Intellectual capital is the most basic asset of an organization, and in a knowledge-oriented society, intellectual capital is used to create value for the organization, and organizational success depends on the ability to manage these assets. Intellectual capital is defined as a set of intangible assets, resources, and competitive abilities that are obtained from organizational performance and value creation (Montazeri et al, 2022). Intellectual capital includes all processes and assets that are not usually shown on the balance sheet, and also includes all intangible assets (such as trademarks, product patents and business names) that are considered in modern accounting methods (Nowrouzi et al., 2017). Intellectual capital is a capital beyond physical and tangible assets. Today, intellectual capital can play an important role in creating added value due to the production of knowledge and information and as a result the production of wealth in the knowledge-based economy (Asgarnezhad Nouri & Emkani, 2017). Intellectual capital is a language for thinking, speaking, and taking actions related to the organization's future revenue drivers, which include relationships with customers and partners, innovation efforts, organizational infrastructure, and knowledge and skills of the organization's employees. As a concept, intellectual capital is associated with techniques that empower managers to strengthen management (Zareian Moradabadi et al, 2022). Therefore, according to the issues raised, the current research intends to answer the question: how to explain the effective variables in measuring intellectual capital and provide the optimal model?
Theoretical Framework
Intellectual Capital
Intellectual capital is capabilities, knowledge, culture, process strategy, intellectual assets, and communication networks that create value and competitive advantage for the organization, and help the organization achieve its goals (Mahmoudi et al, 2021). Intellectual capital is defined as a general set of abilities, information, culture, strategy, trends, and relational networks of an organization that have created a value or competitive improvements and help the organization to achieve its goals. Broking defines intellectual capital as the market assets of human assets, the axis of intellectual assets and sub-structural assets, and believes that when these assets are combined with other production resources of the organization, it leads to the creation of value. Most of the studies conducted on intellectual capital have concluded that intellectual capital consists of three types of capital, which include: human capital, structural capital, and relational (customer) capital (Farazmand et al, 2019).
Zareian Moradabadi et al, (2022) investigated the model of intellectual capital evaluation in the state banks of the Islamic Republic of Iran. The results showed that intellectual capital has 4 components and 48 sub-components. The results of structural equation modeling showed that the effect coefficients of all sub-factors and variables (the four dimensions of the intellectual capital evaluation model, including human, structural, relational, and innovation capital) are significant and higher than 5.00, and also their significance levels are higher than 96.1. Therefore, the evaluation model of intellectual capital as a valid and reliable tool has the ability to be used for better management of intellectual capital.
Olarewaju & Msomi (2021) investigated the intellectual capital and financial performance of the development of South African public insurance companies, the impact of intellectual capital on financial performance for the period 2008 to 2019. The findings showed that there is a significant and direct relationship between asset yields of the previous period, intellectual capital, and the financial performance of insurers in the South African Development Association. Except for intellectual capital components; human capital components and structural capital have a direct and significant relationship with the asset yields, while capital employed has an inverse and non-significant relationship with asset yields. The risk-control variables are policy issue, insurer size, and leverage; all of which inversely and significantly affect asset yields. Therefore, there is a U-shaped relationship between intellectual capital and financial performance in public insurance companies in the South African Development Association. Therefore, policy makers and insurance managers should maximize their intellectual capital because it creates a competitive advantage that leads to improved financial performance and wealth generation.
Research methodology
This research is developmental in terms of its purpose, analytical-correlational in terms of the type of method, qualitative in terms of the method of collecting data, and with a meta-composite approach in terms of the method of conducting the research. The statistical population of the research includes all studies and researches done in the past in the field of intellectual capital. In two parts in this research; descriptive and inferential meta-analysis, the analysis of the intellectual capital of the researches published in the period of 1366 to 1399, extracted from the Irandoc database, in the number of 51 studies (102 variables - including repeated variables, finally 53 variables) was analyzed.
Research findings
Based on the descriptive meta-analysis, the classification of intellectual capital research were categorized into three categories of organizational focus, the focus of intellectual capital accounting literature, and the research methods used in the research. Also, based on the criteria of concentration of accounting literature, intellectual capital research was divided into five categories: audit, accountability and governance, management control/strategy, performance measurement, and others (including the public). Inferential meta-analysis was performed using stata software. Based on the results of inferential meta-analysis, the relationship between intellectual capital components and financial performance components was examined. The results showed that based on the pattern of random effects, the average effect size extracted from the research is equal to 0.269.
Conclusion
The current research was conducted with the aim of investigating and explaining the effective variables in measuring intellectual capital and providing an optimal model. According to the obtained results, the current research is in line with the results of Zareian Moradabadi et al, (2022), Olarewaju & Msomi (2021), Bani Asadi et al, (2021), Farazmand et al, (2019), Kamath (2019), Francesco Gangi et al, (2019), Ghadir & Shihap Mohammad (2019), Hapsah & Imbarine et al, (2019), and Soetanto & Liem (2019). Bani Asadi et al, (2021) showed that there are 863 researches in the field of intellectual capital, at the end of which 112 researches were selected and by analyzing their content, the relevant dimensions and codes were extracted and the importance and priority of each was determined using Shannon's entropy method. Based on the findings of the research, the organization's image and reputation codes, organizational procedures, patents, customer loyalty, employee creativity, and the organization's training programs for employees have the highest coefficient of importance among the three dimensions of intellectual capital. Finally, after going through the research steps, a comprehensive model of intellectual capital was presented in three dimensions of human capital, structural capital, and relational capital.
In relation to the factors related to corporate governance, there are factors related to intellectual capital, managerial ownership, institutional investors, independence of the board of directors, corporate ownership, and board of directors' compensation. Therefore, it is suggested to improve the intellectual capital by choosing optimal approaches from each of the above factors, for example, by increasing the amount of the board of directors' bonus, the motivation of the managers can be increased, or by increasing the independence of the board of directors, or by increasing the institutional ownership etc. improved intellectual capital. It is important to mention that the above factors are important in measuring intellectual capital and the intellectual capital of any organization can be measured using all these factors.

Abstract Abstract The aim of this research was to identify factors affecting value creation in the field of maritime transportation with a focus on smart government services. The present research was conducted using a qualitative method, which is an applicable research according to its purpose. Research information and data were collected through in-depth interviews with 14 experts and scholars in the field of information technology or maritime and port operations related to the maritime transportation industry, including experts and managers of the Central Headquarters of the Ports and Maritime Organization and Bushehr Port. The sampling method in this research is purposive; achieved after 12 interviews. Thematic analysis method was used for qualitative analysis, and data coding was first done manually and then through coding in MAXQDA 2020 software. Data analysis resulted in the identification of 33 central themes and 12 main themes. Based on the results of this research, the themes of: technical and communication infrastructure, data sharing, intelligent and integrated information systems, uninterrupted support services, electronic information exchange, single window for smart government services, business processes, data security, human resource management, laws and regulations, government supervision and control, and the use of new technologies were identified as important factors affecting value creation in the field of maritime transportation through smart government services. Introduction Information technology and the provision of electronic services have been used by investors and managers in various organizations and businesses for many years, and managers have made it their model and policy, but what makes a difference in performance and better results is value creation in the provision of these services. Value creation can generate wealth, improve business conditions, expand the technologies used, and create employment (Mengcheng & Tuure, 2022). Government organizations are generally financed from public sources. Creating value in these organizations means optimizing resource consumption, reducing waste, improving the efficiency of financial, human, and technical resources, achieving specific goals such as improving the standard of living of citizens, reducing poverty and unemployment, and improving the level of education and public health. Achieving economic goals creates high value because improving the performance of government organizations contributes to the economic growth and development of the country (Meijerink & Bondarouk, 2023). Maritime transport is an important mode of transport in international trade (Gren et al., 2020), which is moving towards digitalization at different speeds in different areas (Sanchez-Gonzalez et al., 2019). In the port community, in order to meet the increasing expectations of customers and stay ahead of competitors, it is essential to invest in appropriate technologies, as port services can be improved by smartening and reorganizing the manual process of document exchange between members of the port community (Attia, 2016). Currently, there is very little research focused on digital transformation in the maritime transport sector and value creation in this area. Existing studies do not provide a comprehensive overview of the current status and success factors or barriers to digital transformation in the maritime transport sector (Tijan et al., 2021). There are also challenges and barriers to digital transformation and the provision of smart government services in the maritime transport sector, including heterogeneous organizational structures, lack of organizational cultural integration, and weak intra-organizational cultural integration that affects the performance of the organization (Tedla, 2016) and (Gausdal et al., 2018). Currently, there are also challenges in the provision of smart government services in the maritime transport sector of the country. Given the importance and role of the maritime transport sector in ensuring the smooth flow of goods and the economic growth and development of the country, it is necessary to provide solutions to overcome the challenges that exist in the path of value creation through smart services in this area. Also, theoretical studies in this field have not been conducted in the country so far. Therefore, in order to fill these gaps and provide solutions to overcome the challenges listed, this research seeks to identify the factors affecting value creation in maritime transportation services through smart government services in order to provide useful and practical information to government managers and policymakers and, by helping managers in this field make informed decisions, and provide the basis for the country's economic growth and progress. This research attempts to answer the question: what factors are effective in creating value in the maritime transportation sector with a focus on smart government services?  Theoretical Framework Value Creation Organizations must look at their employees, processes, and decisions through the eyes of customers in order to align themselves with customer expectations. Organizations need to develop and implement a value creation plan from the perspective of stakeholders, including customers (Gregory et al, 2021). Value creation for customers is achieved by strengthening organizational capabilities and individual abilities. Value creation is a sort of effectiveness. Customer-centricity is a type of value creation that is more about doing the right thing for the customer than doing the right thing (Maya, 2024). Smart Port The concept of smart ports generally refers to the digital transformation in ports. The goals of a smart port are: performing port operations in a shorter time, eliminating time wasted due to planning errors and inconsistencies, requiring fewer workers, reducing costs, effectively using information and resources, and creating a safe and secure system that reduces environmental pollution (Solmaz, 2021). Molavi et al., (2020) defines a smart port as a port that brings together educated people, a skilled workforce, smart infrastructure, and automation; which facilitates the development and sharing of information, optimizes port operations, increases port flexibility, and leads to sustainable development and a safe and secure environment. Dolati & Deyhimpuor (2020) conducted a study entitled "Investigating the Key Success Factors of Maritime Transportation (Case Study: Bandar Abbas Port and Shipping)", with the aim of investigating the key success factors in the growth and development of the maritime transportation industry. Their research method is mixed, and research is applicable in terms of purpose. The data collection tool in the qualitative section was conducted through the study of documents and texts, as well as interviews with 10 experts using the Delphi technique. The analysis method in the qualitative section was through content analysis, and in the quantitative section through a researcher-made questionnaire. The statistical population of the study in the quantitative section was selected using a cluster sampling method, 150 employees of the General Directorate of Ports and Maritime Affairs of Bandar Abbas were selected by which. The research findings showed that planning, management, human resources, unloading and maintenance, technology, coordination, supply chain and security are key factors for success in the maritime industry. Tijan et al., (2021) in a study titled "Digital Transformation in the Maritime Transport Sector", consider cost reduction as one of the benefits of digital transformation in the maritime transport sector, which is mainly focused on reducing the costs of information exchange. The results of this research have shown that simplifying operations and improving processes (improving resource planning and information flow) are directly related to lower time delays, simplifying operations, processing large volumes of data, improving stakeholder collaboration and data transparency, and overcome the problems caused by a large number of uncoordinated stakeholders, opaque data, transactions and multiple documentation processes (mainly paper-based) in the maritime transport sector.  Research Methodology The present research is an applicable research conducted with a qualitative method and a thematic analysis approach. Research data was collected by studying upstream documents in the country's information technology sector and internal documents of the Ports and Maritime Organization, as well as by conducting in-depth interviews with 14 experts of the Ports and Maritime Organization. The sampling method in this study is purposive.  Research findings The analysis of indicators is done using the theme analysis method. First, the interview texts were analyzed and coded manually and then in the 2020 MAXQDA software, which identified 33 central themes and 12 main themes, which are "technical and communication infrastructure, data sharing, intelligent and integrated information systems, uninterrupted support services, electronic exchange of information, single window for intelligent services, business processes, data security, human resource management, laws and regulations, government supervision and control, and the use of new technologies". Conclusion The necessity of conducting this research is based on the lack of theoretical richness in the factors affecting value creation in the field of maritime transport through smart government services and the need to improve current knowledge by discovering and identifying these factors. The findings are consistent with the results of research by Philipp (2020), Heilig & Voß (2017), Heilig et al., (2017b), Tijan et al, (2021) and Sanchez-Gonzalez et al., (2019). Considering that the field of information technology is a common field in government organizations, and the government's macro policies in the field of information technology are aimed at integrating and governing government data and seeking a unified approach for all government organizations (such as: the national license portal, the single service gateway, the single government services window, etc.); the factors effective in creating value through smart services in the field of maritime transportation have much in common with other fields, and its results are to some extent generalizable to government organizations, especially organizations in the field of transportation. In light of this research, it is suggested that future research examine and analyze the relationships between the categories that affect value creation in the maritime transportation sector and their impact on each other. Also, factors that affect value creation in other modes of transportation (rail, air, and road) should be examined so that by integrating its results with this research, the factors that affect value creation in the entire transportation sector of the country can be identified. The present research has focused on smart government services, and it is suggested that the role of other dimensions of the information and communication technology sector on value creation in this sector be examined in order to complete and generalize the results of this research in other government organizations and enrich the literature in this field.

Abstract Abstract The aim of this research is the digital branding model of healthy agricultural products. The research method is applicable in terms of its purpose, and exploratory in terms of its descriptive and analytical nature. The qualitative research method was carried out using the data-based method and Max QDA software, and the code collection tool was a semi-structured interview in the form of a purposive sampling method, and theoretical saturation was achieved with 13 experts in this field. Also, with 82 open coding, 22 central and selective categories, the model of digital branding of healthy agricultural products in Iran was designed. Digital branding of healthy agricultural products is centered around the creation of brand meaning and brand power, which initiates under influence of casual conditions, and makes sense with different strategy of digital brand creation and brand power, and strengthens the brand culture in the target community by compiling and implementing a combination of brand-aligned marketing and integrated communication marketing, and visualizes the identity and personality of the digital brand of healthy agricultural products in the mind of the customer. The strategy under the influence of intervening factors is trying to fulfill the demand for food safety and health, and gains fame by fulfilling the promise of the brand and delivering a healthy product at a reasonable price, and repeated purchase of agricultural products by loyal customers requires more production and causes employment and rural economic prosperity. Extended Abstract Introduction Agriculture has existed since ancient times, and continues to be a vital area of ​​human activity today (Bahcecik et al., 2019). It also is the only source of food, an important supplier of raw materials for industry, as well as a significant market for production (Adamov et al., 2016). Agricultural trade plays an important role in the implementation of national goals and strategic goals of the country. Effectiveness, efficiency of labor productivity and support of employment, small and medium businesses and support of individual entrepreneurship, international cooperation and export have been established due to agricultural businesses. This issue, which is one of the most important and promising parts of the domestic economy, provides not only the food security of the country but also the social welfare of the people. In addition, agriculture plays a major role in shaping the country's export capacity and import substitution program. In recent years, agricultural trade has been developed in most industries in raw materials and feed production.  This has been facilitated by sanctions and the growing demand for safe and quality food products (Butova et al., 2019). The country of Iran is proficient in the production of agricultural products, and produces all kinds of agricultural and garden products every year; all Iranian products have a high capacity to be branded due to Iran's special climatic conditions and the country's four season, but unfortunately, many products that are at a high level in terms of quality are bought in bulk and exported to other countries and sold under the brand of these companies; therefore, the lack of a suitable brand is one of the weaknesses of Iran's agriculture, which demands that this sector be given a proper arrangement. Producers of healthy agricultural products should understand the potential of the Internet as a branding tool in the agricultural sector because the Internet can be a powerful branding tool for healthy agricultural products beyond labels and brochures. The use of the main components of Internet marketing, such as e-mail, online stores, websites, social networks, viral marketing and content increases the contact points with actual and potential customers and shortens the distance between the product supply and the consumer market, and enables receiving feedback from the brand community. In this research, an attempt has been made to answer the question: what is the pattern of digital branding of healthy agricultural products in Iran? Theoretical Framework The pressure to compete with other brands and differentiate with others creates motivation and creates the need for branding. Today, due to factors such as the increase of actors entering a sector, the changing demand of buyers and the increasing expectations of export markets; small business units are forced to review traditional business practices. In a competitive situation, the success of a product largely depends on the perception of its target audience. Branding can be critical to a company's long-term success, especially for companies that operate in markets with many clusters of buyers and sellers and few differentiated products (Ghafourian Shagerdi et al., 2019). Sharma et al., (2023)  in examining the adoption of digital branding among specialty dining startups in a post-pandemic environment concluded that digital branding plays an important role as an independent branding strategy and increases the performance of specialty dining startups in the post-pandemic era. In addition, it highlighted the significant mediating effect of digital support and awareness on digital brand adoption intention. Amidabad et al., (2023) in an article titled Designing a digital marketing model in the brand of online business companies, using a qualitative mixed approach. In the qualitative part of the research, the researcher-made fuzzy Delphi questionnaire was used. The experts were selected through purposive and non-probability sampling, and in-depth and semi-structured interviews were conducted with them. In the quantitative part of the research, the fuzzy Delphi technique was used to screen the obtained indicators, then the interpretive structural modeling method was used to identify the causal relationships between the main research articles. Overall, the model obtained consists of 5 main categories, including digital marketing strategy, personalization, content marketing, interaction with consumers, and mixed digital marketing. Based on the results, it was shown that the digital marketing strategy is the most basic element of the model and is an external independent variable. This variable has an effect on content marketing, interaction with consumers, and mixed digital marketing. Marin & Nilă (2021) in a research titled Branding in the social network: the use of the LinkedIn network in personal brand communication, investigated the attitude of recruitment and human resources professionals towards the development of a personal brand in LinkedIn and the criteria used in the evaluation of a communication and marketing specialist. Quantitative research based on two questionnaires was used to understand the perceptions of the study participants. The results showed that social media networks are a useful tool for developing a personal brand, but communication and marketing professionals show moderate involvement. Similarly, recruitment professionals have high expectations while communication and marketing professionals use similar methods to present themselves. Shafiee et al., (2016) in a research entitled presenting a local branding model for online retail sales using the qualitative method of data-based theory, used theoretical sampling by using the qualitative method and conducting semi-structured interviews with knowledgeable people and experts in the field. After conducting interviews and collecting information, the codes obtained in different sections were analyzed, and after performing the three steps of open, central, and selective coding, the final model was obtained; which includes the sum of central categories, causal conditions, intervening conditions, strategies, and finally, the consequences and results of branding. The results of the research show that the authentic brand prevents the effort to recognize other competitors. online payment through secure banking intermediaries increases trust in the digital brand. Methodology This research is designed based on the approach of basic constructivist theory, which is suitable for understanding the complex, problematic, and relativist nature. Data was collected through semi-structured interview on a sample. Marketing managers and digital branding experts and consultants were purposefully selected based on theoretical sampling criteria. Theoretical sampling means that participants are selected based on emergent analysis; and the theory that is created from the data is subsequently modified from the data obtained from subsequent participants. A total of 13 experts have been interviewed, and theoretical saturation was achieved with this number. Max QDA version 2020 software was used for qualitative analysis and coding of semi-structured interview data. Discussion and Results In this research, for the analysis of indicators and findings in the qualitative part, the data-based theory including three stages of coding was used. In the first stage, primary codes and concepts were extracted using the key points of the interviews. Then 22 main categories and 82 subcategories were extracted. The indicators were analyzed in 3 stages of open, axial, and selective coding. Max QDA 2020 software was used for data analysis, and a total of 113 codes were extracted from 13 interviews in the form of 22 main categories and 82 subcategories. According to the indicators obtained in the research process and the analyzes performed on them, the final model was obtained using the coding method. Conclusion Digital branding of healthy agricultural products is centered around the creation of brand meaning and brand power, which initiates under influence of casual conditions, and makes sense with different strategy of digital brand creation and brand power, and strengthens the brand culture in the target community and visualizes the identity and personality of the digital brand of healthy agricultural products in the mind of the customer. The strategy under the influence of intervening factors is trying to fulfill the demand for food safety and health, and gains fame by fulfilling the promise of the brand and delivering a healthy product at a reasonable price, and repeated purchase of agricultural products by loyal customers requires more production and causes employment and rural economic prosperity.