Journal of value creating in Business Management

Abstract Abstract
The purpose of this study was to determine the prediction of innovative job performance with an emphasis on knowledge-based human resource management practices, social capital and knowledge sharing. The current research was applied in terms of purpose and descriptive-correlational in terms of nature and method. The statistical population (187 people) was the employees of Payam Noor University of Yazd province in 2022, who were selected by simple random method and through Cochran (124 people). The tools of data collection were standard questionnaires that existed in this field, which had good validity and reliability. The results of hypothesis testing by Lisrel software show that knowledge-based human resource management methods have a positive and significant effect on social capital, innovative job performance, and knowledge sharing. Social capital has a positive and significant effect on knowledge sharing and innovative job performance. Knowledge sharing has a positive and significant effect on innovative job performance, also the mediating role of social capital and knowledge sharing was confirmed.
Extended Abstract
Introduction
Innovation in organizations is primarily a human issue, and since it is the employees who develop and implement business ideas, innovation depends on the effective management of human resources. It also partly depends on knowledge, because every innovation requires the development of new knowledge as input (eg ideas, concepts, prototypes, etc.) and output (ie, produced novelty). Therefore, both human resource management and knowledge are considered the main factors of innovation. From the point of view of human resource management, innovation is a collection of knowledge that is produced for the organization (Swart & Kinnie, 2013), on the other hand, social capital has become a prerequisite for the successful transfer of tacit knowledge and the production of innovation. Social capital represents a type of social network, trust and a set of norms that connect colleagues to facilitate coordination and cooperation for mutual benefits and necessary to achieve the larger goals of the organization. The integration of human resource management and the perspective of knowledge and social capital have been identified as an important topic with significant potential, which is still underdeveloped (Ferraris et al, 2018). In particular, there is little work on human resource and knowledge management as antecedents of organizational innovation. While many previous studies have investigated the impact of innovation on human resource management (Gil-Marqués & Moreno-Luzón, 2013; Saá-Pérez & DíazDíaz, 2010) and knowledge sharing (Pizarro-Moreno et al, 2011; Wu et al, 2007 ), and few studies have empirically analyzed the interaction between knowledge-based human resource management practices and knowledge sharing against innovation (Wang & Chen, 2013), but these studies are less relevant to the results, knowledge-based human resource management practices to They paid attention to the purpose of increasing innovative job performance by emphasizing social capital and knowledge sharing. Therefore, the purpose of this article is to fill this research gap, in other words, according to the purpose of this research, the main question that researchers face in this research is whether knowledge-based human resource management practices, social capital and knowledge sharing predict Is job performance innovative?. 
Theoretical framework
In general, knowledge-based human resource management is related to policies, practices and systems that affect the behavior, attitude and performance of employees (Pastor et al., 2010). Organizations can use some knowledge-based human resource management practices as a tool to stimulate employee commitment, engage them in creative thinking and innovation, and shape their skills, capabilities, attitudes, and behaviors to help achieve organizational goals (Jiang et al., 2012). On the other hand, social capital can be examined as a theoretical concept in economic and sociological traditions in order to present two important distinct and overlapping perspectives. Portes (1998) linked the first modern use of the term social capital to Bourdieu (1983), who proposed two distinct elements; First, the social relationships that allow individuals to access the resources of other group members, and second, their quantity and quality. On the other hand, according to Haas and Hansen (2007), knowledge sharing can be direct (addressed to a specific recipient, which requires contact between the provider and recipient of knowledge - in meetings, by telephone, by e-mail) or indirect (sent through ) be Written documents or databases are not addressed to a specific person, meaning that the recipient of the document does not have to contact the provider directly, but can use the document as an independent resource. Finally, the important factors affecting the performance of job innovation in business can be divided into three general categories: contextual, organizational and personal; (Crossan and Apaydin, 2010).
Research Methodology
This research is "applicative" in terms of its purpose and "descriptive-correlation with a survey" in terms of data collection. The statistical population (187 people) were the employees of Payam Noor University of Yazd province, who (124 people) were selected with Morgan by simple random method for the year 2014 (Table 1). From the questionnaire of knowledge-based human resource management practices by Lepak & Asnel (2002), consisting of 12 questions, innovative job performance by Sccat & Bras (1994), consisting of 5 questions, social capital by Potnam (1999), consisting of 30 questions, and finally knowledge sharing Connelly et al (2012), which consisted of 5 questions, were used as a data collection tool, based on the five-point Likert scale. To confirm the validity, three types of validity, "content, convergent validity and divergent validity" were used, and three criteria (factor loadings, Cronbach's alpha coefficient and composite reliability coefficient) were used to confirm reliability.
Research findings
Since the aim of the research is to reach a model of causal relationships between variables, it is necessary to use the causal modeling method. By combining cause and effect information based on a specific theory, this method explains the relationships between variables and provides a basis for inference. Causal inferences obtained based on the types of data correlation and may explain the relationships between observable and latent variables. In other words, in causal modeling, the goal is to obtain quantitative estimates of causal relationships between a set of variables. In this research, in order to reach the research model, the structural equation modeling method is used which is based on the causal relationships between the variables. The most important feature of this technique is its flexibility in terms of its use as a broad theoretical framework, the possibility of participating variables, the use of multiple measures, the possibility of error, the adaptation of distributional assumptions and the ability to work with all types of data. In general, the research hypotheses have been tested with the structural equation modeling technique and with the help of Lisrel software. According to the results of Table 2 above, it can be said that the coefficient of t statistic for all paths is greater than the critical value (1.96) and also the level of significance is less than 0.05, so the significance of the model and path coefficients is accepted.
Conclusion and Discussion
The purpose of this research was knowledge-based human resource management practices on innovative job performance with an emphasis on the role of social capital and knowledge sharing. This research is consistent with the researches of Mzidi & Mosenpour (2022), Yazdanshenas & Saberi (2020) and Waziri & Farhadi Mohali, (2018), Manteghi et al, (2016), Kutieshat and Farmanesh, (2022); In the end, considering the results of the structural equation model, it can be said that few studies have been conducted in the field of investigating the relationship between variables; For this reason, investigation and research on such relationships between these variables are important. Because it is very important to have a clear understanding of what elements will help to increase innovative job performance. Having said that, this research created a basic prerequisite for effective and efficient organizational systems so that organizations can fulfill their knowledge-based human resource management practices in the direction of the demands and needs of their employees. Finally, the results of this research have been a good starting point for further research both theoretically and practically. Theoretically, creating more knowledge and better predicting the relationship between measured variables leads to a better understanding of innovative job performance. In practical applications, additional information about the formation of these variables and their relationship with each other has helped innovative job performance so that they can take steps towards innovative job performance by emphasizing the role of social capital and knowledge sharing.

Abstract Abstract The purpose of this research is to investigate the mediating role of organizational agility in the relationship between outsourcing and organizational productivity in Gas Company of Rasht. The current research is applicable in terms of purpose, and descriptive-correlative in terms of its nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of this research is all the employees of Rasht Gas Company, which are 360 ​​people; and according to Morgan's table, 186 people were selected as a sample and the random sampling method is simple. The collection tool in the current research is three questionnaires, which include organizational agility and outsourcing questionnaire of Adib and Minoui questionnaire (2019), and organizational productivity questionnaire of Smith et al. (1998). The research findings showed that according to the research results; organizational agility mediates the relationship between outsourcing and organizational productivity in Rasht Gas Company. The outsourcing index has a coefficient of 0.568; in other words, has an effect of 56.8% on organizational productivity in Rasht Gas Company, emphasizing the mediating role of organizational agility. Extended Abstract Introduction Outsourcing can be defined as the design of activities by third parties, efficient and systematic contracting with external organizations to purchase activities, and a low degree of vertical integration in a supply chain (Ahmadi et al, 2011). Productivity is the effective and efficient use of inputs with resources to produce or provide outputs. Inputs are resources such as energy, raw materials, capital and labor that are used to create outputs, which are goods produced with services provided by an organization; in other words, productivity means obtaining the maximum possible profit by utilizing and optimally using labor force, power, talent and skill of manpower, land, machine, money, equipment, time, place, etc. in order to promote well-being (Torani & Aghaei, 2019). One of the major problems that exist in organizations and departments at various levels of society, especially organizations, is the lack of efficiency and productivity. In other words, the culture and attitude of productivity has not yet dominated the society, and basic measures should be taken in this field, and effective steps should be taken (Oli et al, 2016). The public sector needs agility more than the private sector due to the multitude of clients, the greater need to solve their problems and demands, growth and excellence in terms of speed and quality, and most importantly cost reduction; and since the goal in the private sector is agility and the goal in the public sector is to achieve flexibility and high productivity at the same time, agility capabilities can increase productivity in the public sector (Norozinezhad et al, 2015). According to the mentioned points, the researcher is trying to answer the main question of whether organizational agility plays a mediating role in the relationship between outsourcing and organizational productivity in Rasht Gas Company.   Theoretical framework Outsourcing is a potential route to reduce prices and increase flexibility, allowing the company to convert fixed prices into variable costs and increase cost savings (Mahmudi et al, 2014). Productivity in a general sense means the ratio of outputs to data, in other words, productivity means the average production per unit of total inputs, so that if the average production per unit of inputs increases, it means an increase in productivity; and the opposite of that means reducing productivity (Baigi & Mosavi, 2022). Today, with the increase in competition and unpredictable changes in the business field, organizations must be agile in order to gain competitive advantages in achieving organizational goals and success in business. This capability helps organizations to discover and respond to unpredictable changes in order to achieve a better position in the competitive market and improve the time cycle in management activities (Arshtabar, 2021). Maleki & Bagherzadeh Fard (2022) investigated outsourcing and exploratory innovation on industrial marketing strategies and customer behavior. The results show that exploratory innovation has a positive and significant effect on customer behavior. Exploratory innovation has a positive and significant effect on industrial marketing strategies. Outsourcing has a positive and significant effect on customer behavior. Outsourcing has a positive and significant impact on industrial marketing strategies.  Safdari et al, (2021) examined organizational agility and employee productivity in the organization. The research findings show that there is a positive and significant relationship between organizational agility and its dimensions (flexibility, responsiveness, culture change, speed at work, low integration and complexity, high quality and customized production, core competencies) and human resource productivity. Methodology The current research is applicable from the point of view of the goal, and descriptive-correlative from the method used. The statistical population of this research is all the employees of Rasht Gas Company, which are 360 people; 186 people were selected as samples according to Morgan's table. A simple random sampling method was used in this research. In order to collect data related to organizational agility variable, organizational agility questionnaire and outsourcing variable from questionnaire (Adib & Minuei, 2010) and organizational productivity variable questionnaire (Esmith et al, 1998) were used. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, amos software was used to test the hypotheses or the conceptual model of the research, and the results of the main hypothesis showed that the outsourcing index with a coefficient of 0.568 and in other words has an effect of 56.8% on organizational productivity in Rasht Gas Company with an emphasis on the mediating role of organizational agility. At the confidence level of 0.95 and according to the t-value which is equal to 5.233, it can be said that there is a relationship between outsourcing and organizational productivity with the mediating role of organizational agility in Rasht Gas Company. The results of the first sub-hypothesis showed that the outsourcing index has a coefficient of 0.436, or in other words, an effect of 43.6% on organizational productivity in Rasht Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 4.892, it can be said that there is a relationship between outsourcing and organizational productivity in Rasht Gas Company. The results of the second sub-hypothesis showed that the outsourcing index has a coefficient of 0.578 and in other words, 57.8% influence on organizational agility in Rasht Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 6.561, it can be said that there is a relationship between outsourcing and organizational agility in Rasht Gas Company. The results of the third sub-hypothesis showed that the organizational agility index with a coefficient of 0.738, in other words, has an effect of 73.8% on the organization's productivity in Rasht City Gas Company. At the confidence level of 0.95 and according to the t-value which is equal to 7.157, it can be said that there is a relationship between organizational agility and organizational productivity in Rasht Gas Company. Conclusion The present study was conducted with the aim of investigating the mediating role of organizational agility in the relationship between outsourcing and organizational productivity in Rasht Gas Company. This finding is in line with the findings of researchers such as Khalili & Omidi (2021), Safdari et al, (2021), Maleki & Bagherzadeh Fard (2022), Hashem Zadeh & Bahrami (2017); competition is known as the most important feature, and in this competitive environment, in order to satisfy customers, the organizations always seek to improve the quality of services, so that they can improve their business performance and overall organizational performance. Today, the increase in instability and disturbances in organizational environments has caused organizations to achieve a level of agility in production in order to respond to the needs of customers in unpredictable conditions; because it is considered the main factor of success and survival of companies. Nevertheless, the production companies do not pay much attention to these issues. It seems that the issue of agility is not something that can be considered only for the private sector. Applying agility in the public sector can be a suitable field for the growth of this sector. Still, some people believe that due to the lack of competition and speed in the public sector, and in a word, the lack of dynamism in its working and operational environment, it is meaningless to express agility in this sector. Therefore, agility is one of the ways to respond to these factors of organizational change and transformation. In fact, agility is a new paradigm for engineering organizations and competitive enterprises. According to the results of the research, it is suggested that Rasht Gas Department pay more attention to performance, financial and psychosocial risks in its outsourced activities in order to achieve more success in its new outsourcing projects than in the past. The use of outsourcing frees up the company's assets and funds.  

Abstract Abstract The purpose of this research is to investigate the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. The current research is developmental and applicable in terms of its purpose, and descriptive-correlative in terms of the nature and method of data collection. And it is specifically based on structural equation modeling. The statistical population of this research is all the employees of Nab Steel Company of Mazandaran, which are 150 people; and according to Morgan's table, 108 people were selected as a sample and the random sampling method is simple. In the current research, three questionnaires were used, including the organizational entrepreneurship questionnaire of Robbins and Coulter (1996), the social skills of entrepreneurs of Matson's standard questionnaire, and the market orientation questionnaire of Narur and Slater. The findings of the research showed that the index of social skills has a coefficient of 0.718, or in other words, a 71.8% effect on organizational entrepreneurship with the presence of the mediating variable of market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.577, it can be said that there is a relationship between social skills on organizational entrepreneurship using the mediating component of market orientation in Nab Steel Company. Extended Abstract Introduction Entrepreneurship is one of the skills of the 21st century, during which people learn how to start a new business and succeed in their career (Amiri, 2020). Efficient and successful organizations are organizations that consider entrepreneurship as an inseparable part of their characteristics and make no effort to strengthen the spirit of organizational entrepreneurship (Rahimi & Rahimi, 2022). Baron & Markman(2003) believe that one of the components of this equation is the social skill of entrepreneurs. Entrepreneurs' social skills are effectiveness in interacting with others and setting relationships with them, which are influenced by individual characteristics and environmental factors (Rezai, 2019). With the increase in the competitive level of the markets, the use of innovation strategy to gain a competitive advantage has achieved a special place. Therefore, identifying factors affecting the success of innovation strategy has become very important. One of these factors is market orientation. Market orientation is the most important factor in the success of innovative strategies of companies (Lio, 2013; Newman et al, 2016; Fernandes Sampaio, 2020). In fact, the concept of market orientation, developed by marketing researchers, serves as a strategic framework to ensure the achievement of sustainable competitive advantage (Buratti, 2021). According to the mentioned points, the researcher is trying to answer the main question of whether market orientation plays a mediating role in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. Theoretical framework Market orientation means marketing, and a organizational culture that provides a greater value for customers, and must be clarified in the company's activities and processes (Noruzi et al, 2017). Market orientation is an important source at data collecting about the customers and the competitors (yan et al, 2017). Social skills refer to ability of making effective communication with others. This skill has various dimensions in the service industry, such as: the ability of making a good personal relationship with the customers, offering services to the customers in a friendly and truthfully way, truthful relationship with the customers, eager to help and offer full information to the customers (Ainin et al, 2015). Organizational entrepreneurship is a programmed and purposeful process that is supported and advertised by organizations in the current organizational framework in order to log out of the inactivity, proper reaction toward the changes, and better use of the existing resources. Organizational entrepreneurship is used to describe the existence of the inner entrepreneurship tendencies of the employees (Hermawan et al, 2021). Naeiji et al, (2022) conducted the effect of market orientation and innovation strategies in the innovative performance of the knowledge-based companies. The results indicate that the market orientation's both dimensions are effective on the discovery and utilizing. Also, there is a positive relationship between the innovation strategies and performance; however, the discovery innovation is more effective on the innovative performance than utilizing innovation. Rashed Hasan Polas & Rajo (2021) investigated the technology and decision making of entrepreneurship marketing during Covid 19 crisis. This study shows a positive and significant relationship between the entrepreneurship opportunities recognition, opportunity development, and utilizing of opportunities; and entrepreneurship marketing decision making. Also, it has been shown that the entrepreneurship enthusiasm plays a mediating role in the relation between entrepreneurship opportunity recognition and opportunity development, and entrepreneurship marketing decision making. Methodology In terms of the objective, the current research is of the type of applicable and developmental, and in terms of the method used, it is a descriptive-correlative research. The statistical population of this research is all the employees of Nab Steel Company of Mazandaran, which are 150 people; And according to Morgan's table, 108 people were selected as samples. A simple random sampling method was used in this research. In order to collect data related to the organizational entrepreneurship variable, the organizational entrepreneurship questionnaire by Rabinz & Kolter 1(996), and the social skill variable of entrepreneurs was used from the standard Matson questionnaire, and the market orientation variable was used from Neror & Slater's market orientation questionnaire. Research findings In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then, regression was used to test the hypotheses with pls software, confirmatory and content factor analysis, as well as the effect of factors; and the results of the main hypothesis showed that the index of social skills with a coefficient of 0.718, or in other words, 71.8% on organizational entrepreneurship with the presence of the market mediator variable Orientation has an effect in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.577, it can be said that there is a relationship between social skills on organizational entrepreneurship using the mediating component of market orientation in Nab Steel Company. The results of the first sub-hypothesis showed that the index of social skills with a coefficient of 0.388, in other words, has an effect of 38.8% on market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 3.755, it can be said that there is a relationship between social skills and market orientation in Nab Steel Company. The results of the second sub-hypothesis showed that the index of social skills with a coefficient of 0.725, in other words, has an effect of 72.5% on organizational entrepreneurship in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 18.218, it can be said that there is a relationship between social skills and organizational entrepreneurship in Nab Steel Company. The results of the third sub-hypothesis showed that the organizational entrepreneurship index with a coefficient of 0.384, in other words, has an effect of 38.4% on market orientation in Nab Steel Company. At the confidence level of 0.95 and according to the t-value which is equal to 3.263, it can be said that there is a relationship between market orientation and organizational entrepreneurship in Nab Steel Company. Conclusion The present study was conducted with the aim of investigating the mediating role of market orientation in the relationship between social skills and organizational entrepreneurship in Nab Steel Company. These results are consistent with the findings of researchers such as Allahyar (2020), Rashed Hasan Polas & Rajo (2021), Naeiji et al, (2022), Azaryan & Haji Pour Shoshtari (2021); and with the research of Fathi & Moeini (2021) and Job Rodrigo-Alarcon et al, (2017) does not match; entrepreneurs' social skill through understanding customers' needs can lead to product innovation and proactiveness towards competitors, and in this way organizational entrepreneurship can be achieved. Social skills help improve their marketing skills. In fact, entrepreneurs with social skills are capable of high social understanding, and in this way, they can understand customers' views of current products and their needs for new products faster, and as a result, collect market information more easily than their competitors and with Using the feature of self-openness, make it available to other members of the organization, and in this way, involve all members of their organization with issues related to the market and customer needs and respond to them, which in turn can be a big step in the direction of the organization's progress through product innovation and as a result the development of the organization. Also, the social skills of entrepreneurs through understanding the needs of customers can lead to product innovation and proactiveness towards competitors, and in this way, organizational entrepreneurship can be achieved. According to the results of the research, it is suggested that the entrepreneurs of industrial and manufacturing companies, in addition to strengthening their communication skills, pay special attention to their communication skills in the recruitment of the company's employees, especially in the marketing department. It is also necessary that entrepreneurs of industrial and manufacturing companies use their communication skills to establish more communication with customers and in this way identify their needs and transfer this need to all organizational forces so that they can be a driving force at the organization level to respond to the needs of customers.

Abstract Abstract The purpose of this study was to provide a basic and strategic innovation model in petrochemical design and construction companies. The research method was mixed, and the statistical population in the qualitative part was 10 academic experts; and in the quantitative part 145 managers, assistants and senior experts of Petro Niro Saba Company. The sampling method was purposeful in the qualitative part, and simple random in the quantitative part. Delphi questionnaire (qualitative part) and researcher-made questionnaire (quantitative part) were used to collect data. The validity of the questionnaire was confirmed using Cronbach's alpha coefficient, convergent and divergent validity. In order to qualitatively analyze and validate the fundamental and strategic innovation model, the Delphi technique was used, and confirmatory factor analysis was used for quantitative validation. The results showed that the basic and strategic innovation model includes 7 components in the order of importance: the component of revolutionary technologies with a standard coefficient of 0.93 in the first place, the component of innovation in the market with a standard coefficient of 0.86 in the second place, the component of innovation in the development and planning of manpower with the standard coefficient of 0.85 is in the third place, the component of the birth of new industries with a standard coefficient of 0.83 is in the fourth place, the component of innovation in organizational processes and organizational structure is in the fifth place with a standard coefficient of 0.82, the component of product innovation with the standard coefficient of 78 0.75 is in the sixth rank, and finally the operational capability component with the standard coefficient of 0.75 in the seventh rank and 45 indicators. Extended Abstract Introduction By creating growth strategies, new classes of products; services and various business models change the game and create new values ​​for customers and the company (Binai Bash et al, 2015). Since strategic innovation as a systematic concept is faced with the overall change of an organization's map, companies need to identify the extent of implementing strategic innovation in the organization and measure it, and find the dimensions of these changes and find components that can help them to implement strategic innovation in their organizations and companies (Chen et al, 2018). Large organizations, including petrochemical designing and manufacturing companies, are facing political obstacles, internal conflicts, oil prices, geopolitics, and economic tension; fundamental and technological innovation is one of the needs of these large organizations. Non-aligned motivations, organizational structures that focus on existing operations, or personal motivations can affect innovation decision-making (Mirza et al, 2022). Executive managers also invest too much on their popular projects or spend a lot of resources on ideas that they have created themselves. Depending on the gradual or fundamental innovation, there might exist differences regarding how to be applied and which one is more important. So far, current research has not provided specific factors regarding the difference in criteria depending on innovation (Kranz, 2021). Therefore, in this research, the researcher intends to answer the basic question that what the important factors of fundamental and strategic innovation in petrochemical design and construction companies are and how these factors are ranked. Theoretical framework Fundamental innovation is the creation of new products and services, which are generally technology-oriented. The vision of fundamental innovation is always moving ahead of time and the market. Usually, this model of innovation is technology-oriented, and in it, first the new production technology is defined, then its market is defined. Fundamental innovation changes the method and the realization of problems and the performance of phenomena in general. (Shahtahmasbi et al, 2017) Strategic innovation is a clear goal of achieving competitive advantage by creating new customer and market value. However, this concept oscillates between two extremes; creating customer value in existing markets or for new markets. One of the key characteristics of strategic innovation is that it is stimulated in an organization where the creation of competitive advantage is rooted in its culture (Watson, 2022). Strategic innovation aims to re-conceptualize the business model, create a hassle-free market environment and jump in customer value. The learning process perspective of absorptive capacity (exploratory, homogeneous, changeable and exploitative learning processes) shows that the transformational learning process in particular plays a key role in strategic innovation (Carvalho et al, 2016). Brink (2022) conducted a research entitled "Organizing to enable strategic innovation in the sense of horizontal leadership for the duality of stability and change". The statistical population is service companies in Paris. The research method was descriptive-analytical and purposeful sampling. The results of the research showed that while being creative and creating ideas seems very easy, being innovative and implementing these ideas and accomplishing them in a regular way is very difficult. Baregheh et al, (2022) conducted a research entitled "The role of government and strategic innovation in organizational learning". The statistical population includes industrial companies in England. Research method is correlative, and sampling method is simple random. The research results showed that the level of industrial governance and organizational strategic innovation can play an effective role in improving people's learning and organizational performance. Methodology This research is a descriptive-analytical approach that is applicable in terms of purpose, and based on the type of mixed data (qualitative and quantitative). The statistical population in the qualitative part was 10 university experts and in the quantitative part 145 managers, deputies and senior experts of Petro Niro Saba Company. The sampling method was purposeful in the qualitative part and simple random in the quantitative part. Delphi questionnaire (qualitative part) and researcher-made questionnaire (quantitative part) were used to collect data. The validity of the questionnaire was confirmed using Cronbach's alpha coefficient, convergent and divergent validity. In order to qualitatively analyze and validate the fundamental and strategic innovation model, the Delphi technique was used; and confirmatory factor analysis was used for quantitative validation. A researcher-made questionnaire was used to collect data related to fundamental and strategic innovation variables. Discussion and Results In order to qualitatively analyze and validate the fundamental and strategic innovation model, the Delphi technique was used, and confirmatory factor analysis was used for quantitative validation. The results showed that the basic and strategic innovation model includes 7 components in the order of importance: the component of revolutionary technologies with a standard coefficient of 0.93 in the first place, the component of innovation in the market with a standard coefficient of 0.86 in the second place, the component of innovation in the development and planning of manpower with The standard coefficient of 0.85 is in the third place, the component of the birth of new industries with a standard coefficient of 0.83 is in the fourth place, the component of innovation in organizational processes and organizational structure is in the fifth place with a standard coefficient of 0.82, the component of product innovation with the standard coefficient of 78 0.75 is in the sixth rank, and finally the operational capability component with standard coefficient of 0.75 in the seventh rank and 45 indicators. Conclusion The present research was conducted with the aim of providing a basic and strategic innovation model in petrochemical design and construction companies. The results of this research are consistent with the findings of researchers such as Baregheh et al, (2022), Hübel et al, (2022), Tayebi Abolhasani & et al, (2020) and Taherpour Kalantari & Hosseini (2020). Regarding the results obtained from this study, Tayebi Abolhasani et al, (2020) announced in their research that the capacity to absorb knowledge is effective on strategic innovation. Also, competitiveness and strategic flexibility play a moderating role in the relationship between knowledge absorption capacity and strategic innovation and increase the intensity of the relationship. From the perspective of Baregheh et al, (2022), the level of industrial governance and organizational strategic innovation can play an effective role in improving people's learning and organizational performance. Management systems with the support of ideation (through dispatchihg employees to exhibitions and conducting visits) and operational making ideas (through team building, establishing a system of proposals, and creating mechanisms of creativity and innovation) have an effect on technological innovation. The organizational structure shapes the activities of employees to achieve common organizational goals (Dinesh, 2021). By creating cooperation and respect in the organization, which provides a cooperative and reliable environment between employees and managers, as well as increasing the willingness to take risks and the willingness to innovate among employees in the organization, the organization can be synchronized with technological innovations. Absence of any obstacle in intra-organizational communication, creating a cooperative environment in the organization, flexibility and readiness of employees to accept changes and pay attention to the ideas of new employees are more important in this dimension (Ghanbari, 2019). According to the results of the research, it is suggested that the determination of the mission of the organization should be realistic, explicit, motivating, differentiating and meaningful, and be a response to the needs of the organization. It should also be clear and obvious enough so that all members of the organization can understand it. It is better to express the vision of the organization as quantitatively, clearly and objectively as possible so that its achievement is understandable for the members of the organization. In this regard, the value statement in the organization should be clear and the same for everyone and visible in the organization. It should be the basis for the growth of people in the organization and should be related and aligned with the organizational goals. Also, these values ​​should be aligned with each other and synergistic.

Abstract Abstract The purpose of this research is to identify the key factors of success in e-commerce during widespread crises (the case study of digikala online sales company). The current research is applicable in terms of purpose, and descriptive-correlative in terms of the nature and method of data collection, and is specifically based on structural equation modeling. The statistical population of the current research is all the customers of digikala online sales company in Tehran who have made at least 2 online purchases from 2019 to the time of the research, and according to Morgan's table, 384 people were selected as a sample, and the sampling method is simple random. The collection tool in the current research was Sharma and Agarwal (2019) questionnaire which was distributed electronically among the sample, and data analysis was done by structural equation modeling in SmartPLS 3 software. The research findings showed that the quality of website services and customer support system according to the standard factor loading coefficients of 0.771 and 0.673, respectively, are more important than the personalization components and electronic word-of-mouth advertising with the standard factor loading coefficients of 0.608 and 0.517. The findings of the research showed that besides paying attention to hardware and software factors related to information technology in e-commerce, paying attention to human factors can increase the efficiency of e-commerce even more. Extended Abstract Introduction Internet-based technologies have enabled e-commerce companies to test different marketing strategies based on product information, advertising, and sales services. However, the performance of a website may be affected by these variables and any failure may rob customers' trust in these platforms, which in turn, leads to buyer dissatisfaction (Choshin & Ghaffari, 2017; Sing et al., 2017). The success of an e-business shows the satisfaction of customers who have experienced online shopping while browsing the website (Abdallah & Jaleel, 2015). Satisfaction is considered as the driving force of behavioral intention to repurchase. Many modifications have been reported in e-commerce success models, and one of them has been the considering of website service quality as the main independent variable (Lin & Fu, 2012). Consumer behavior research shows that: fear refers to the negative consequences of a specific event that may lead to changes in consumer behavior and attitudes (Solomon, 2017). As a result of the impact of the Covid-19 disease, consumers have increasingly turned to online shopping, accordingly, the Covid-19 pandemic has caused a change in consumer purchasing behavior, as consumers are afraid of contracting the disease (Laato et al, 2020; et al, 2020 Prentice). Therefore, according to the said material, the researcher is trying to answer the main question, what are the key factors of success in e-commerce during widespread crises (Case study of digikala online sales company)? Theoretical framework According to Molla & Licker (2001), the success of an electronic business system is completely dependent on the response that is created at the system's individual and organizational level. Then, they proposed the dimensions of success, namely "e-commerce system quality, content quality, consumption, trust and support". The fear of covid-19 increases the role of e-commerce because it increases social interaction and stakeholder participation in online buying and selling of products and services (Addo et al, 2020). Website service quality considered to be as a combination of information quality, system quality and service quality. The amount of website support to the customer during and after the sale of goods or services and its usefulness determines the success of the online platform. Personalization; The strategy adopted by online sellers is to proactively offer products/services to browsers based on their previous browsing patterns, and the provision of information by customers willingly (Bhati et al, 2017). A distinctive feature of electronic word-of-mouth (EWOM) is its rapid dissemination and scalability. This includes; an asynchronous mode of information exchange related to an online product/service, accessible to the interested browsers and buyers (Baek et al, 2017). Mark Peterson et al, (2021) paid for their research entitled sustainable marketing and consumer's support of sustainable business. This study includes an online survey and large-scale sampling in the United States (304 respondents) with data analysis using structural equation modeling. Three important findings of this study show that 1) consumers' intrinsic values ​​have the most positive effect on consumers' support of sustainable businesses, 2) next, attitudes toward corporate altruism, and 3) and then, concerns about corporate ethics; had the most effect. Assessing social justice and recognizing the contribution of business in improving the quality of life of the customer had no effect on consumers' support for sustainable businesses. Emami Meibodi (2021) conducted his research entitled the effect of effective management of e-commerce platforms and dimensions of responsibility on sustainable consumption during the pandemic disease (corona) (case study: online shoppers). The results of the research show that the perceived effectiveness of electronic platforms has a positive effect on economic benefits with the moderating role of the fear of the epidemic. Economic interest has a significant effect on sustainable consumption with the moderating role of epidemic fear. Responsibility has a significant impact on sustainable consumption. Also, according to the results of the research, the main suggestions of the research are to increase the perceived effectiveness of electronic platforms and interactive communication with online consumers. Also, companies not only offer online products and services, but also provide e-commerce platforms that include an online care center to ensure the health and safety of consumers. Methodology The current research is an applicable research from the point of view of the goal, and a descriptive-correlative research from the method used. The statistical population of this research is all the customers of online goods sales companies (Case study of digikala online sales company).Considering the large number of users and the high number of the target community; 100 thousand people have been considered. The way to choose the best option is to select the people who have made at least 2 online purchases from 2019 to the time of the research, and were selected to answer the questions of the questionnaire. The size of the population is unlimited and uncertain; therefore, based on Morgan's table, 384 people who have shopped online at least twice a year were selected as a sample in this research. The sampling method in this research will be random simple. Also, the method of distributing the questionnaire in this research is electronic. A research questionnaire (Sharma & Aggarwal, 2019) was used to collect relevant data. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results of the first hypothesis showed that this hypothesis is confirmed according to the standard coefficient of 0.771 and the significance coefficient of 5.966. It can be said that there is a relationship between the quality of website services and success in e-commerce (Case study of digikala online sales company). The results of the second hypothesis showed that according to the standard coefficient of 0.673 and the significance coefficient of 7.909, this hypothesis is confirmed. It can be said that there is a relationship between the customer support system and success in e-commerce (Case study of digikala online sales company). The results of the third hypothesis showed that this hypothesis is confirmed according to the standard coefficient of 0.608 and the significance coefficient of 4.205. It can be said that there is a relationship between personalization and success in e-commerce (Case study of digikala online sales company). The results of the fourth hypothesis showed that according to the standard coefficient of 0.517 and the significance coefficient of 13.702, this hypothesis is confirmed. It can be said that there is a relationship between electronic word-of-mouth advertising and success in e-commerce (the case study of DJ Kala online sales company). Conclusion The current research was conducted with the aim of identifying the key factors of success in e-commerce during widespread crises (Case study of digikala online sales company). This finding is in line with researchers such as Darvishi (2021), Abdolmaleki (2020), Nekoei (2021) Gazivand & Habibi (2020), and Jalali (2021); the quality of website services makes the online store accessible at any time and from any place; therefore, it facilitates referring new customers to the store. A high quality website service is a powerful sales tool and increases the value of advertising and can help the store connect with potential customers. In this way, the contact address of potential customers can be collected and letters or newsletters can be sent to them periodically. Satisfaction of customers with online shopping and the services provided by the website can increase and improve the amount of use of the services provided, and repeat the number of purchases. According to the results of the research, it is suggested to collect personal information of customers in order to provide purchase alternatives to each buyer. It also emphasizes the creation of content-based filters for preferences created by a particular user; which is tracked to provide suggestions to customers. It is suggested that reliable platforms for delivery of products and services be established as a strategic marketing direction to promote online transactions, to reduce the spread of the pandemic disease of Covid-19.

Abstract Abstract During recent decades, environmental sustainability has reached the top of international political issues and has been recognized as a key motivating factor for innovation. As a result, the number of companies that develop green products has grown rapidly and customers show increasing interest in these products. Therefore, understanding the main characteristics of green products, identifying the factors affecting the price and the enthusiasm of consumers, to pay more for them, promotional tools and sales channels, green marketing mix for companies whose purpose is design, development and marketing. Green products can be useful. The aim of this research is to investigate the mixed effect of green marketing on sustainable consumption with the mediating role of green shopping. The research method is descriptive and practical in terms of purpose. The statistical population includes all students of Islamic Azad University, Shahrekord branch, and using Morgan's table, a sample size of 320 people was selected and the questionnaire was distributed among 300 people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. Sampling in this research was done by random method and the questionnaire was distributed among the sampled people. The data collection tool is the mixed marketing questionnaire of Mohajerani (2014), green purchase intention of Hong et al. (2014) and Luchik's sustainable consumption questionnaire (2011). The results of the research showed that all 4 sub-hypotheses were accepted, as a result, the main hypothesis is also accepted, and green marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping among students of Islamic Azad University, Shahrekord branch. Extended
Introduction Due to the terrible destruction of the environment around the world, more and more people pay attention to environmental concerns (Turki et al, 2019; Ho et al, 2022). With the increasing awareness and knowledge of customers regarding the importance of social welfare, the environment has become a serious concern for people. With the emergence of new consumer products and the increase of society's well-being and the efforts of organizations to stay ahead of competitors, the marketing approach has changed to a customer-oriented one. But the trend we are facing today is more awareness of organizations towards the environment (Agarwal et al, 2022). Environmental pollutions that have arisen as a result of human production and consumption are among the issues that have been repeatedly recognized as a threat to humanity by organizations active in this field. These environmental issues are still the main concern of people all over the world. This concern pressured marketers to change their strategy and adopt a marketing strategy called green marketing. Marketing is one of the topics subject to changes, which are caused by consumption patterns and people's tastes (Ho et al, 2019). Green marketing processes are rapidly becoming a mainstream to ensure the sustainability of marketing operations (Chang et al, 2019). According to what was said, the main question of the current research is whether the marketing mix has an effect on sustainable consumption with the mediating role of green shopping. Theoretical framework Green marketing can be seen as the outward extension of the company's environmental management systems and procedures that try to prevent environmental damage and help protect the environment. With environmental issues becoming an important issue in society, the number of companies that rely on environmental management systems, standards and audits to achieve sustainable development has increased exponentially (Lee, Ngniatdma and Chen, 2017). Green purchasing can affect the income of the whole organization. It also helps to create a positive public image, brand and goodwill in the market environment. The intention to buy green products is variable in cultures, genders and individual behavior of a person (Serin et al, 2018). In 1987, the United Nations Commission presented a definition of sustainable development to the world: meeting the needs of the present without jeopardizing the ability of future generations to meet their own needs (Peterson et al., 2021). Saadat Nia (2021) conducted a research titled "Investigation and identification of the mix effect of green marketing on consumers' purchase intention". The results of this research showed that green product mix and green promotion mix have a positive and meaningful effect on the purchase intention of consumers of Tehran Milk Industries. It is. Azadmanesh et al., (2020) conducted a research entitled "The effect of mixed green marketing components on the purchase intention of Rogin tomato sauce consumers". The results showed that among the four components of green marketing, three components of green price, green production and green advertising have a positive and significant effect on the purchase intention of Rojin's tomato sauce consumers in Kermanshah. Among these three components, green price has the most effect and green advertising has the least effect, but green distribution has no significant effect on consumers' purchase intention. Methodology The current research is descriptive in terms of examining the existing conditions, and is a survey in terms of the fact that it uses a questionnaire. The current research population includes all students of Islamic Azad University, Shahrekord branch. Questionnaire was used as the survey method. In this research, 320 questionnaires were distributed among students, of which 300 questionnaires were usable, analyzed by PLS software. The questionnaire of Mohajerani et al, (2015) was used to collect data related to the green marketing mix variable, the questionnaire of Hang et al, (2014) was used for the green purchase intention variable, and the questionnaire of Lochic (2011) was used for the sustainable consumption variable. Discussion and Results In order to investigate the hypothesis of the research, the modeling of structural equations, the method of structural equation modeling with the help of spss software was used to test the hypotheses from inferential statistics. Then PLS software was used to test the hypotheses or the conceptual model of the research, and the results showed that the design of green products has a significant effect on sustainable consumption with the mediating role of green purchase, and the design of green products indirectly and through the mediating variable of green purchase intention has an effect of (0.726*0.576) on sustainable consumption. Also, considering that this coefficient is positive; designing green products has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both pricing paths of green goods are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that the pricing of green goods has a significant effect on sustainable consumption with the mediating role of green purchase, and pricing green goods indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726 x 0.199). Also, considering that this coefficient is positive, as a result, the pricing of green goods has a positive effect on sustainable consumption with the mediating role of green shopping. According to the fact that both paths of distribution conforming to green criteria are significant on purchase intention and purchase intention on sustainable consumption, it is concluded that distribution conforming to green criteria has a significant effect on sustainable consumption with a mediating role of green purchase, and distribution conforming to Green criteria indirectly and through the mediating variable of green purchase intention have an effect on sustainable consumption to the extent of (0.726*0.184). Also, considering that this coefficient is positive, as a result, the distribution according to green criteria has a positive effect on sustainable consumption with the mediating role of green purchasing. Considering that both paths of green advertising on purchase intention and purchase intention on sustainable consumption are significant, it is concluded that green advertising has a significant effect on sustainable consumption with the mediating role of green purchase, and green advertising indirectly and through the mediating variable of green purchase intention has an effect on sustainable consumption to the extent of (0.726*0.266). Also, considering that this coefficient is positive, as a result, green advertising has a positive effect on sustainable consumption with the mediating role of green shopping. Considering that all 4 sub-hypotheses were approved, as a result, the main hypothesis is also approved and marketing mix has a significant positive effect on sustainable consumption with the mediating role of green shopping for students of Islamic Azad University, Shahrekord branch. Conclusion The present study was conducted with the aim of investigating the mix effect of green marketing on sustainable consumption with the mediating role of green shopping. This finding is in line with researchers such as Saadat Nia (2021), and Azadmanesh et al., (2020); Due to the fact that nowadays consumers are more interested in environmental issues and environmental awareness among them has grown significantly, it has led to a gradual change in consumer behavior and the introduction of green marketing to the field of activity of companies and producers of consumer products; a better understanding of green consumers and customers and their needs will lead to a better market for green products and will help more companies and organizations to produce green products. According to the results of the research, it is suggested that the subject of environmental knowledge should be taught as a general subject in higher educational institutions as well as in universities, so that students might become familiar with the importance and role of its proper maintenance. This will also lead to a change in the attitude towards the environment of the country's future makers.