Document Type : Original Article (Mixed)
Authors
1 PhD student in Marketing Management, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Assistant Professor, Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
The purpose of this research is to present the knowledge sharing model in Maskan Bank of Iran. According to its purpose, the research method is practical and mixed in terms of implementation. The statistical population in the qualitative part includes 15 experts, professors, and all people who have had practical or research activities in the field of knowledge sharing, using a purposive sampling method, and in the quantitative part, it includes 344 employees of the headquarters of Maskan Bank of Tehran, using a simple random sampling method. . Data collection was done in the qualitative part by using semi-structured interviews and in the quantitative part by a researcher-made questionnaire. In the analysis of the data of the qualitative part, using the foundation data method, and in the quantitative part, PLS software was used. The results in the qualitative part showed that 6 structures include: causal conditions (with 3 dimensions of universality and inevitability, the need to change the attitude towards branding, urban brand identity), contextual conditions (with 3 dimensions of brand structural coherence, urban branding, location strategic city), intervening conditions (with 3 dimensions of tourist behavior pattern, investment/financing, environmental factors), dimensions of the phenomenon (with 3 dimensions of creating a platform for smart tourism, attention to stakeholders, integrated urban brand management), strategies ( It has 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture) and 6-consequences (has 3 dimensions of social capital development, development of quality of life, competitive power of urban brand). Based on the results of quantitative analysis, the relationships between significant research variables and the model have a good fit.
Keywords
Main Subjects
)