Journal of value creating in Business Management

Abstract Abstract The purpose of the current research is the mixed effect of marketing on blockchain technology with the mediating role of perceived usefulness in the customers of Bank Melli Iran in Tehran. The research method is applicable in terms of purpose, and descriptive-survey based on the method of data collection. The statistical population of this research is all the customers of the Bank Melli Iran in Tehran in 2023. For this purpose, according to Cochran's formula, 384 people were selected as the sample size, 420 questionnaires were distributed among the customers of the Bank Melli Iran in Tehran by a simple random method, and 393 questionnaires were collected. The data collection tool of this research is a questionnaire. The validity of the research tool has been confirmed by performing the confirmatory factor analysis technique. The reliability of the current research questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.815. Also, to analyze the data, structural equation modeling method using Smart-PLS3 software has been used. The research results indicate that senior management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk has not affected blockchain technology. Finally, the role of the marketing mix on perceived usefulness is demonstrated. Also, the perceived usefulness is affective on blockchain technology. Extended Abstract                                           Introduction Blockchain is used for various technology concepts related to databases of value exchange, security and identity among others. Blockchain technology is very important for business today. This technology is constantly evolving. Leading companies in the field of information and communication technology use blockchain technology because of its high security (Akbari Ganjeh et al., 2022). In today's era, experts have called blockchain technology the second internet, which is capable of transforming a large number of current patterns. One of the sectors that can use blockchain is the banking industry. Blockchain is a developing technology and is actually a place in the web world that records the data and information of a group of people in files, but this information is not available in a single place, and people from different parts of the world trade and communicate to each other without any records. Also, the information stored in the blockchain is a digital collection of decentralized records that is not maintained by any person or organization (Ekramifard et al., 2020). The banking industry is the most important industry in the world. Today, banks in advanced countries act as professional consultants, experts in increasing the financial resources of companies, and collecting and exchanging the necessary information for their customers, and they are considered one of the economic drivers of every country. In modern banking, there are various components that affect the process of mobilizing monetary resources of banks and financial institutions. Determining and identifying the degree of influence and the type of connection of these components with the success of banks in mobilizing monetary resources is a very important issue. Today, the position and conditions of financial institutions and banks are different from each other, and it is possible that the factors affecting the provision of monetary resources are different even for each branch of a banking group, which has caused a close competitive atmosphere between them. Therefore, in this research, we tried to answer this question: what role does the marketing mix have on blockchain technology with the mediating role of perceived usefulness? Theoretical Framework Ahmadi et al., (2022) carried out a research titled marketing future research in the banking industry with a focus on blockchain technology. The findings showed that the drivers of marketing researchers' interest in digital financial technologies and blockchain and the development of decentralized banking had the highest priority and were selected for scenario planning. Hosseingholipour & Einabadi (2022) in a research addressed the effects of international sanctions on the international banking interactions of Iranian companies on the blockchain platform. The results showed that international sanctions in the international banking interactions of Iranian companies can be presented as an opportunity in the context of blockchain, and by using blockchain, international banking interactions can be implemented and managed in a more effective way. Da Silva & Moro (2021) in a research addressed blockchain technology as a factor of consumer trust: literature analysis using the method of texts. Their findings indicate the relationship between some blockchain features such as tracking and privacy with customer trust. For this reason, marketing, social and economic researchers are advised to focus on the use of blockchain to improve consumer trust. Ali, Ally & Dwivedi (2020) performed a systematic and analytical review of articles related to blockchain technology in the financial services industry. The proposed classification framework of this research has three components: financial advantages, challenges, and functions enabled by blockchain. Methodology The current research is an applicable research which has been implemented by descriptive-survey method of causal type. The statistical population of the research is the customers of Bank Melli Iran in Tehran in 2023; and to determine the number of samples, since the size of the population is unknown, Cochran's formula will be used to determine the sample size. Therefore, according to Cochran's formula for the unknown population size, the number of samples was 384 people, in which data have been quantitatively analyzed. It has also been analyzed using SPSS and Smart-PLS3 software. In order to collect and measure data, a 43-item questionnaire with a five-point Likert scale (1-completely disagree, 2-disagree, 3-I have no opinion, 4-agree and 5-completely agree) was used. Also, its validity has been confirmed by professors and experts, and its reliability by Cronbach's alpha coefficient.   Discussion and Results The results of the analysis of demographic variables, Cronbach's alpha coefficient value and composite reliability for each construct, the values ​​of factor loadings between constructs and the average extracted variance of the research variables, the results of the coefficient of determination and the Stone-Geisser coefficient for the endogenous construct, the output of the software in the effectiveness coefficients, the software output in significant coefficients and the impact coefficients, the value of the test statistic and the results of the research hypotheses and anti-value values ​​and effect intensity of mediating variables were given. Conclusion The purpose of this study was to investigate the impact of marketing mix on blockchain technology with the mediating role of perceived usefulness, on the basis of which 7 hypotheses were investigated, and the effect of all factors on blockchain technology was confirmed except for the fourth hypothesis: the impact of supply chain risk on blockchain technology. Based on the first research hypothesis: marketing mix has a significant effect on perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, their perceived usefulness will also increase. Therefore, since the marketing mix has an effect on perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising activities, and individual image. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects perceived usefulness. Based on the second hypothesis of the research: the support of senior management has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the support of the senior management of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since senior management's support has an impact on blockchain technology, they should pay special attention to indicators such as attention and active response, confirmation of access to resources, willingness to accept risks, and motivating employees. In line with the result obtained in this hypothesis, Wong et al., (2020) showed that top management support affects blockchain technology. Based on the third hypothesis of the research: supply chain integration has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the integration of the supply chain of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the integration of the supply chain affects blockchain technology, they should pay special attention to indicators such as understanding the needs of employees, information sharing, cooperation and coordination and strategic alliance, public and private partnerships, and sharing knowledge and innovation. In line with the result obtained in this hypothesis, Chiarini, Belvedere & Grando (2020) showed that supply chain integration affects blockchain technology. Based on the fourth research hypothesis: supply chain risk has a significant impact on blockchain technology. This hypothesis, based on statistical analysis, has not been confirmed. In other words, it can be predicted that if the supply chain risk of Bank Melli Iran customers in Tehran increases, the use of blockchain technology will not change. Therefore, since supply chain risk does not affect blockchain technology, it is necessary to pay attention to indicators such as delays in delivery and selection of products, storage capacity and inappropriate delivery, demand fluctuations, poor forecasting, labor shortages, closures, and price fluctuations. Contrary to the result obtained in this hypothesis, Wang et al., (2020) concluded in their research that supply chain risk has a positive and significant relationship with blockchain technology. Based on the fifth hypothesis of the research: innovation capability has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the innovation ability of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since the ability to innovate affects blockchain technology, it is necessary to pay special attention to indicators such as using innovative techniques, regular improvement in operations, adopting innovative and technical solutions, using standard and simple operations, and protecting against risks. In line with the result obtained in this hypothesis, Wang et al., (2020) showed that innovation ability affects blockchain technology. Based on the sixth hypothesis of the research: perceived usefulness has a significant impact on blockchain technology. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the perceived usefulness of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology will also increase. Therefore, since perceived usefulness affects blockchain technology, they should pay special attention to indicators such as obtaining information, saving money, being helpful, and being useful. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that perceived usefulness affects blockchain technology. Based on the seventh hypothesis of the research: there is a significant relationship between the marketing mix of blockchain technology and the mediating role of perceived usefulness. This hypothesis has been confirmed based on statistical analysis. In other words, it can be predicted that if the marketing mix of Bank Melli Iran customers in Tehran is improved, the use of blockchain technology with the role of mediating perceived usefulness will also increase. Therefore, since the marketing mix has an effect on blockchain technology with the mediating role of perceived usefulness, they should pay special attention to indicators such as product marketing, price marketing, channel marketing, advertising measures, and the image of a person. In line with the result obtained in this hypothesis, Lin, Wang & Hwang (2010) showed that marketing mix affects blockchain technology with the mediating role of perceived usefulness.

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 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 to analyze the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. The research method is applicable in terms of purpose and the method of data collection is descriptive-survey. The statistical population of the research is all elderly people over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, the number of which is unknown, according to the tenfold formula of the questionnaire questions, 270 samples were selected by the available non-random method. The data was collected through a standard questionnaire and then analyzed by structural equation modeling using Smart pls 2 and SPSS 24 softwares. The findings show that the electronic customer relationship management variable had a positive and significant impact on product innovation development and the product innovation development variable had a positive and significant impact on marketing performance. Also, customer knowledge had a positive and significant impact on both marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development had a positive and significant impact on marketing performance. Extended Abstract Introduction Having loyal customers in intense competition is a key factor for the success of organizations, therefore, the plans and strategies of organizations move towards the factors influencing customer loyalty, and obtaining customer satisfaction is an effective step to achieve this important goal (Fallah & Hamidi, 2021). Customer satisfaction is achieved when customers have a memorable and enjoyable experience of receiving services and products (Agarwal, Ira. Gowda, 2020).  With the intensification of competition, companies have realized that providing a memorable experience to customers is very important to survive and gain a competitive advantage (Roozen & Katidis, 2019). Obviously, companies should focus on creating positive experiences to win the minds of customers (Micu, 2019); therefore, creating memorable experiences is important to retain old customers and attract new ones (Chen & Wu, 2022). However, the important factor in the formation of a valuable customer experience, followed by customer satisfaction; which enables the realization of customer loyalty, is the quality of service. Service quality is the ability of a product to meet the desired goal with the minimum possible cost (Bui et al., 2022). In the hotel industry, service quality is inevitable in order for the hotel to be distinguished from their competitors and to satisfy customers (Feng et al., 2018). In the meantime, the increase in the age of people and the expansion of the circle of elderly people in the society have led managers and hotel owners to plan and pay attention to providing quality services according to the wishes of the elderly (Prentice et al., 2022). Because increasing the satisfaction and loyalty of people of different ages requires knowing more about the different demands and needs of customers during their experience in the hotel. The organization can create value from providing its services and products when the service and product are provided according to the opinion and taste of the customers, which shows the intelligence of the managers in paying comprehensive attention to the customers (Mansouri et al., 2022). Therefore, improving service quality has become an important tool in the hotel industry in order to achieve a competitive advantage and retain customers. Satisfied hotel customers are more likely to return than dissatisfied ones (Liu, 2023). Currently, most organizations have realized that customer satisfaction can lead to their long-term success; the tourism industry, especially hotels, is no exception to this rule (Kim & Han, 2023). The best hotels consider customer satisfaction as the most important competitive weapon to achieve profit (Dah et al., 2023). According to the above explanations, the main question in the current research is whether the quality of service to the elderly through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad leads to the loyalty of the elderly or not. Theoretical Literature Rachman et al., (2023) in a research entitled "Evaluation of the effect of service quality and product quality on customer satisfaction with the store" reached these results that service quality has a positive and significant effect on customer satisfaction. Prentice et al., (2022) conducted a research entitled "Investigating the role of memorable experience and emotional intelligence in the loyalty of senior customers to hotels for the elderly". The findings showed that service quality has a significantly greater impact on customer satisfaction, memorable experience, and customer loyalty. In addition, memorable customer experiences mediate the relationship between service quality and organizational outcomes. kiani et al., (2022) conducted a study entitled "Investigation of aesthetic factors and service quality on the perceived value, loyalty and satisfaction of customers of swimming pools in Kermanshah province". The results showed that there is a positive and significant effect between service quality and customer loyalty and performance. Research Methodology This research is applicable in terms of purpose and descriptive-survey in terms of nature. In terms of data collection, it is a field research using a questionnaire tool and based on structural equation modeling. The statistical population of the research is all seniors over 70 years of age who refer to 5-star hotels in Mashhad and have used that hotel at least 3 times, in uncertain volume. Based on the tenfold formula of questionnaire questions, 270 samples were selected in a non-random method. The data collection tool was a questionnaire, which was distributed after determining its validity and reliability. The questionnaire included 27 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. To check its validity, face validity and factor validity (through confirmatory factor analysis) were used. The third version of SmartPLS software was used for data analysis. Research Findings In order to check and test the hypotheses or the conceptual model of the research, smart pls 3 software was used, and the results showed that the effect of the quality of service to the elderly on the memorable experience was calculated to be equal to (0.42), which indicates a favorable effect. The t-statistic of the test was also obtained (8.60), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The effect of the quality of service to the elderly on customer satisfaction has been calculated to be equal to (0.27), which indicates a favorable effect. The t-statistic of the test was also obtained (3.38), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of memorable experience on customer loyalty has been calculated equal to (0.28), which indicates a favorable impact. The t-statistic of the test was also obtained (3.64), which is greater than the critical value of t at the 5% error level, i.e. (1.96) and shows that the effect is significant. The effect of customer satisfaction on customer loyalty has been calculated as (0.26), which indicates a favorable effect. The t-statistic of the test was also obtained (2.86), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and shows that the effect is significant. The impact of memorable experience on customer satisfaction has been calculated equal to (0.48), which indicates a favorable impact. The t-statistic of the test was also obtained (6.45), which is greater than the critical value of t at the 5% error level, i.e. (1.96), and it shows that the effect is significant. The impact of service quality through memorable experience on customer loyalty has been calculated equal to (0.12), which indicates a favorable impact. The effect of service quality through customer satisfaction on customer loyalty has been calculated equal to (0.07), which indicates a favorable effect. The mediator's role is confirmed in recent hypotheses.   Conclusion The present study was conducted with the aim of analyzing the effect of the quality of service to the elderly on their loyalty through a memorable experience and satisfaction among the elderly customers of 5-star hotels in Mashhad. Test results are aligned with research findings of Saberian & Mirmiran (2021), Prentice et al., (2022), Bahari & Bahari (2021), Saberian & Mirmiran (2021), Agarwal & Gowda (2020), Boonlertvanich (2019), and Nyamekye et al., (2021). The results and examination of the hypotheses of the research model determined that service quality has a direct and indirect effect on the loyalty and return of elderly customers to 5-star hotels in Mashhad, and it is an important factor in increasing customer loyalty and creating a platform of attractive experiences for returning customers. Production and service organizations consider the level of customer satisfaction, especially the elderly, as a criterion to measure the quality of their work, and this trend is still increasing. The importance of elderly customers in their satisfaction is something that goes back to the global competition. In order to create satisfaction among the elderly, in addition to removing the causes of dissatisfaction and existing complaints, organizations should provide high-quality and attractive products and services in order to provide the elderly with happiness and a memorable experience, and provide the basis for increasing customer satisfaction and loyalty. By inferring the results, it is suggested that hotels provide the necessary preparations to strengthen the sense of security and peace in their seniors through quality and unique services. Also, in accordance with the wishes of the elderly customers, they strive for entertaining programs and services and continuously establish peace and security in the hotel.

Abstract Abstract The current research was conducted with the aim of providing a model of consumer behavior in creating brand attachment, emphasizing the packaging component of food industry companies. It is considered a qualitative-quantitative (mixed) research method. The sample of the qualitative section with 12 interviews with marketing, academic and food industry experts, and the quantitative section with the Cochran formula of limited societies included 384 managers and senior experts of Tehran food industry companies. In the first step of the research, the coding of specialized research interviews was performed using thematic qualitative analysis with MAXQDA 20 software and fuzzy Delphi method with MatLab software, structural-interpretive analysis with MicMac software; in the next step, the results of confirmatory factor analysis with Smart PLS 3.0 software. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Based on the influence-dependence diagram, the structures of communication factors, logistic factors, economic factors, bio-social factors have high influence power and are under little influence, and are placed in the area of independent structures. The constructs of brand loyalty, brand awareness, perceived quality, and brand associations also have high dependence but little influence, so they are considered dependent constructs. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity. Extended Abstract                                           Introduction According to the opinions and findings of recent researches, it is clear that the packaging characteristics might have a major contribution in creating brand attachment, but this problem should be done with a careful and precise examination of the consumer's behavior, because only by this way can correct decisions be made regarding the packaging component. Therefore, this study aims to help brand managers who are trying to improve brand performance in order to create attachment to their product and collection. In addition, this research can be an effective step in the field of improving brand management with an emphasis on creating effective value in the field of packaging. According to the above, the main innovation of this research may be considered in entering the field of brand attachment through packaging, and providing a completely native model suitable for the domestic business environment. Finally, in this research, we are looking for an answer to this question: What dimensions and components form the consumer behavior model in creating brand attachment with an emphasis on the packaging component of food industry companies? Theoretical framework Literature A person's behavior is how he acts or behaves in a certain situation. Each person has different views, opinions, desires, tastes and needs; hence, consumer behavior deals with the way consumers spend their income on various goods and services. For example, if a consumer has $2,000 and has different options such as movies, clothes, and food to spend the money on, there are different ways to spend the money. He may spend the entire amount on one option, or divide it between two or more options. The way a consumer uses his money shows his consumer behavior (Khan, Sheikh, Ashraf & Yu, 2022). Taylor et al (2023) conducted a study titled the effect of packaging on brand association in tobacco products. This research was carried out as a survey among a sample consisting of teenagers (2469 people) and adults (12046 people) in the UK. Based on the results obtained, it was found that the use of attractive packaging has a positive effect on brand associations and brand loyalty. Romeo-Arroyo, Jensen, Hunneman & Velasco (2023) conducted a study titled evaluating the effect of symmetry, curvature and packaging mark on the perception of brand superiority. In this survey study, the effect of different dimensions of packaging including curvature, symmetry, and marking was measured on consumers' perception of superiority in four different categories of food products (chocolate, coffee, jam, and ice cream). Overall, a significant positive effect of symmetry, and a significant effect of brand on brand superiority perception were identified. It seems that the effect of sign and curvature on consumers' perception of superiority is more influenced by the texture and classification of the product. Research background Taylor et al (2023) conducted a study titled the effect of packaging on brand association in tobacco products. This research was carried out as a survey among a sample consisting of teenagers (2469 people) and adults (12046 people) in the UK. Based on the results obtained, it was found that the use of attractive packaging has a positive effect on brand associations and brand loyalty. Romeo-Arroyo, Jensen, Hunneman & Velasco (2023) conducted a study titled evaluating the effect of symmetry, curvature and packaging mark on the perception of brand superiority. In this survey study, the effect of different dimensions of packaging including curvature, symmetry, and marking was measured on consumers' perception of superiority in four different categories of food products (chocolate, coffee, jam, and ice cream). Overall, a significant positive effect of symmetry, and a significant effect of brand on brand superiority perception were identified. It seems that the effect of sign and curvature on consumers' perception of superiority is more influenced by the texture and classification of the product. Tabatabai Yeganeh (2021) conducted a study titled investigating the effects of brand experience, brand image and brand trust on brand attachment and purchase intention. The findings of the research showed that brand image has a direct and significant effect on customers' purchase intention and customer trust. Also, brand experience has shown a significant direct effect on brand image, brand trust, and customers' dependence on the brand. Finally, the trust of the brand leads to the increase of the customers' dependence on the brand, and the customers' dependence on the brand also increases the motivation of the customers to buy. Research methodology The purpose of this research is in the field of developmental-applicable research. The statistical sample in the qualitative stage included 12 experts and university professors in the fields of marketing management, experts in the field of food industry companies, and consumer behavior. The sample volume is determined based on reaching theoretical saturation. According to the topic and objectives of the research, the semi-structured interview method has been used to collect data. In the quantitative phase of the research, the statistical population in this phase of the research includes 300 food industry companies, which includes an unlimited number of food industry companies' customers. Using Cochran's formula for unlimited communities, the required number of 384 people was calculated and the final samples were selected through random-cluster sampling with proportional distribution. To ensure obtaining sufficient data, 400 questionnaires were distributed, of which 393 complete questionnaires were returned. In order to determine the validity and reliability of the interviews, two methods of re-testing and double-coder agreement were used. In this research, thematic analysis method was used to analyze qualitative data. In the next step, the results of confirmatory factor analysis are presented. Then the existing categories are leveled with the structural-interpretive method and the initial research model is designed. Finally, partial least squares method has been used to validate the model. Qualitative analysis was performed with MAXQDA 20 software, structural-interpretive analysis with MicMac software and partial least squares method with Smart PLS 3.0 software. Research findings In order to evaluate the validity and reliability of the interviews, two methods of coder agreement and retest reliability were used. As shown in Table 3, the coefficients obtained in both methods were higher than the threshold of 0.6; therefore, the reliability and validity of the interviews are confirmed. Qualitative content analysis was done with thematic analysis approach in six consecutive steps. The present research has identified 42 subcategories by examining and categorizing the descriptive codes obtained from the interview texts which, according to their semantic similarity and affinity, in the main concepts were identified as follows: packaging (communication factors, logistic factors, economic factors, environmental factors and social responsibility), brand attachment (brand loyalty, brand awareness, perceived quality and brand associations), consumer behavior (personal, cultural, psychological (motivational) and marketing mix). The results of the quantitative part of the research showed that the proposed model has good fit and validity. Conclusion
Based on the results of qualitative analysis, three main dimensions including packaging, brand attachment and consumer behavior were identified. And based on the components detected in relation to these three dimensions, the structures of the primary model of consumer behavior in creating brand attachment were identified as follows: communication factors, logistics factors, economic factors, bio-social factors, brand loyalty, brand awareness, perceived quality, brand associations, personal, cultural, psychological, marketing mix. In relation to the test of the first and second hypotheses, which indicates the effectiveness of the marketing mix, the following suggestions are presented: reducing the price of products, using online distribution channels (such as a contract with Snap Food, etc.), improving product quality by using high-quality raw materials. These findings are consistent with the results of Rojas-Méndez & Khoshnevis (2023), Vila-Lopez & Küster-Boluda (2021), Chen (2021), Moodie, et.al. (2022), Chakraborty & Dash (2023), Chan & Chiu (2022), Vila-Lopez & Küster-Boluda (2021), Cleff, Lin & Walters (2021), Hwang, Choe, Kim & Kim (2021), Fathi, Torabi & Shayghi Azarzad (2021), Gómez-Suárez & Veloso (2020), Nguyen, Parker, Brennan & Lockrey (2020), Gefen & Straub (2014), Amini & Kaidi (2014), Das, Agarwal, Malhotra & Varshneya (2019), Shukla, Misra & Singh (2023), Moody, et al. (2022), Shetty & Fitzsimmons (2022), Tabatabai Yeganeh (2021), Chan & Chiu (2022), Hwang, Choe, Kim & Kim (2021), Ho & Chung (2020), and Gómez-Suárez & Veloso (2020). In relation to the results obtained from the third to fifth hypotheses regarding the impact of psychological factors, the following suggestions are presented: the use of merry and attractive visual elements to attract young customers; using attractive and challenging billboard ads to attract customers' attention; using sensory marketing techniques. In relation to the results obtained from the analysis of the sixth to ninth hypotheses regarding personal factors, the following suggestions are presented: customer segmentation, using CRM software to improve customer relations, conducting surveys among customers, personalizing products for different customer groups. In relation to the result obtained from the analysis of the tenth hypothesis in relation to social factors, the following suggestions are presented: creating a customer club, creating pages in the space of social networks to increase interaction with customers, inserting a slogan related to social responsibility on the packaging  In relation to the result obtained from the analysis of the eleventh and twelfth hypotheses in relation to communication factors, the following suggestions are presented: the use of attractive colors in product packaging; providing detailed information regarding the ingredients used in the product's manufacture; using the appropriate logo on the packaging. In relation to the result obtained from the analysis of the thirteenth hypothesis in relation to economic factors, the following suggestions are presented: cooperation with domestic companies to reduce the total cost of packaging, designing packaging according to the size of the product, using social media for marketing. In relation to the result obtained from the analysis of the fourteenth hypothesis in relation to logistics factors, the following suggestions are presented: use of three-layer packaging to increase product durability, use of materials that prevent product spoilage. In relation to the results obtained from the analysis of the fifteenth and sixteenth hypotheses regarding cultural factors, the following suggestions are presented: the use of elements of Iranian culture in advertising, focusing on the use of nostalgic elements in the introduction and advertising of products (due to the strong sense of nostalgia among people of Iran).

Abstract Abstract The purpose of this research is to explain and validate the coordination model of the marketing and sales department in the insurance industry in Iran. The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Extended Abstract                                           Introduction The marketing and sales departments are of great importance as the two executive arms and factors of success in the insurance industry. The insurance industry, as one of the major economic institutions and because of the supporting role it plays for other industries, is considered as one of the symbols of the development of countries and for other economic institutions and households; an important economic institution and a strong support institution (Asadi & Hedayati Biland, 2019; Asadollahi & Haji Ali Akbari, 2020). Due to the nature of its activity, this industry is one of the important channels of savings and, as a result, one of the important and central financial institutions, which, along with other financial institutions, helps in the preparation and allocation of capital and the financing of economic units (Zubiri et al, 2016). In order to be able to take on this crucial role in the society, the said industry should, like other economic enterprises, seek to survive, gain profit or even develop by attracting and keeping customers and creating powerful sales networks (Huang et al, 2016). One of the influential factors in the success of the insurance industry is the sales network, which is of twofold importance, considering the characteristics of the marketing field. The insurance sales and marketing network consists of all executives, staff, infrastructures, software and hardware; and should be in the form of a targeted planning process as a success factor, marketing lever, and executive arm of the insurance industry; and should be managed based on marketing skills and Sales (Shafei, 2020). By reviewing past studies, it was found that despite the importance of identifying the coordination framework between the sales and marketing departments, no study has been conducted on the coordination framework and model between marketing and the sales network in this insurance industry, so this study was conducted for this purpose, and it answers the question: what are the important direct, indirect and intervening variables in the coordination of marketing and sales in the insurance industry? Theoretical Framework Marketing and sales Integration solutions between sales and marketing departments have been classified into four categories of structural, system/process, cultural, and human solutions in the form of a theoretical framework (Peterson & Dover, 2021). Marketing strategies are the advantage of customer information sources and business performance, and it has been shown that there is a strong relationship between customer information sources, marketing strategies used by the company, and business performance (Varadarajan, 2020). It has also been shown that by increasing the company's market share as a result of good marketing and coordination with the sales department, the cost of advertising is reduced and the value of the company's shares is also improved (Redjeki et al, 2021). Arabshahi & Abbaszadehgaretekan (2023) studied the effect of electronic customer relationship management on marketing performance by analyzing the mediating role of product innovation and emphasizing customer knowledge. In this descriptive survey study, 165 managers and supervisors of the central headquarters, branches and representative offices of Dana Insurance in Mashhad were selected by a simple random method. The findings indicated that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable had a positive and significant effect on marketing performance. On the other hand, customer knowledge has a positive and significant effect on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge through product innovation development has a positive and significant effect on marketing performance. Nazarpuri et al, (2022) investigate the impact of marketing dashboard on organizational competitiveness, and believe that for more and more accurate marketing dashboards, the use of organizational mechanisms and infrastructures such as marketing memory and competitive intelligence is effective in its design and implementation. Also, the components of marketing dashboard, marketing memory and competitive intelligence have a positive and significant effect on organizational competitiveness. Research methodology The present research is applicable in terms of purpose. The statistical population of the research includes experienced managers in insurance marketing and sales, senior experts of insurance companies and university professors; and the statistical sample was considered to be 181 people using Cochran's formula. Sampling in this research is in the form of random clusters. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. Research findings Data analysis was done by SPSS software. The findings showed that the coordination model of the marketing and sales department in the insurance industry is affected by various factors directly and indirectly, and managers' understanding of the complexity of the relationship between these two units is of great importance in the growth of insurance companies and creating a competitive advantage for them. In order to ensure the achievement of the goals, managers must pay attention to the causal conditions such as the implementation of the risk management dashboard, structural integration and coordination in the business, creating synergy in organizational decisions, recognizing the prerequisites for coordination between the two departments of marketing and sales in the form of background conditions or coordination challenges such as "partial prejudices, non-specialist human capital, conflict of interests, managers' taste, CEO's attitude, ethical considerations, unfavorable customer support when receiving damages and fulfilling the organization's obligations, as well as interfering conditions such as upstream documents, market conditions (market stakeholders), legal conditions, and competitive conditions. Conclusion The current research has been carried out with the aim of explaining and validating the coordination model of the marketing and sales department in the insurance industry in Iran. The results of this research are aligned with the results of Biemans et al, (2022), Malshe et al, (2021), Asadi (2019), Asadollahi & Haji Ali Akbari (2020), Peterson et al, (2021), Vaid et al, (2020), Arabshahi & Abbaszadehgaretekan (2023), Nazarpuri et al, (2022), Zalkani Andarvar (2021), and Yazdani Kachuei et al, (2022). Biemans et al, (2022) showed that there are different relationships between marketing and sales departments in different work areas, and coordinating the activities of these two departments can help the organization to achieve its goals. According to the research results, the following suggestions were made: It is suggested to the managers of insurance companies that when choosing coordination mechanisms and tools between the sales and marketing units, they should pay attention to the intervening conditions such as upstream documents, market conditions (market stakeholders), legal conditions, competitive conditions, the number and maturity level of human capital and received feedback from the customers, and the level of maturity of the customers so that they do not make mistakes in choosing the mechanisms for the establishment of sales and marketing coordination in their insurance centers, and make the most of these tools.

Abstract Abstract The aim of the current research is to present a model of customer participation with brands in social networks with an emphasis on cultural differences. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method. Data analysis in the qualitative section is based on the content analysis method; and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model. Extended Abstract Introduction Organizations, with the intense competition in the markets and the understanding of the importance of keeping customers for organizations and at the same time as the customer orientation movement peaked, were gradually pushed to create and maintain long-term relationships with customers. Also, the emergence of new technologies such as information technology has had tremendous effects on various dimensions of the organization and has caused the emergence of an issue such as customer participation (Hosseini, 2020). Customer participation is a tool that can be used with the aim of helping organizations to establish interaction and retain customers. Using electronic customer participation and benefiting from its results can help to improve the quality level of the provided services more effectively, and subsequently, increase customer loyalty, trust and satisfaction (Mohammadi & Sohrabi, 2017). The brand includes instructions that lead to the desired perceiving of brand by the customer's mind and belief. It is important to note that the definition of the brand position and the mental image of the brand are completely different. The brand is an important thing in the development and promotion of the brand in the target market, because it will increase interest in the brand, more willingness to buy in the target market, and also increase brand loyalty (Koch & Gyrd-Jones, 2019). Brand is considered a promise and commitment from the organization to stakeholders, and a symbol that is presented to identify and differentiate products from competitors' products (Mirzaei et al, 2019). Culture, as a basis for determining values, is one of the most important factors affecting management. The nature of decision-making is also rooted in culture. Ignoring this role will result in lack of internal coherence and external compliance. In large organizations around the world, it is different who makes the decision, when the decision is made, and to what extent the decision is made in a rational way; therefore, when discussing individual methods in decision-making, the issue of culture should not be neglected (Shi'ezadeh et al, 2017). Based on this, the current research is looking for an answer to this question: What is the pattern of customer participation with brands in social networks, considering cultural differences? Theoretical Framework Customer involvement Customer participation is a key link to several measures of company success, including increasing revenue and customer loyalty and profitability. Significant links has been found between customer participation and business success (Taghiabadi et al, 2023). Brand Brand is a factor to create differentiation. It is not easy to make this distinction. In the past, quality was considered an advantage and distinction, but today, quality is a matter of course. Many similar products with different brands do the same thing for the consumer; therefore, the consumer looks for signs among a multitude of brands to encourage him to choose. This distinguishing sign is not functional features; rather, it is emotional and symbolic features, and brand personality can create such a distinction (Rasouli & Bayat, 2020).   Social Networks Social networks are Internet-based communication and collaborative channels that have been widely used since 2005 for different purposes (Kaplan & Haenlein, 2010). Cultural differences Culture can cause the formation and emergence of appropriate or inappropriate performance (Kasemsap, 2013). It determines how to perceive, think and react appropriately to internal and external environments (Shao, 2019). Culture in the last decade has been widely used in various research fields and has been recognized as one of the important factors guiding strategy formulation and implementation (Kavala et al, 2020).  Lopez et al, (2021) investigated the role of online brand community on customer relationship with the brand. The results showed that participation through the online brand community directly has a positive and significant effect on community participation and the desire to create cooperation with the brand name and positive word of mouth, and also has a positive indirect effect on brand loyalty. These results show that interaction through establishing online communities based on customer participation has a positive effect on product sales through online platforms. Khademi et al, (2021) in their study investigated the cooperation in branding through the cooperative motivation of customers in digital media. The results of the research showed that customer participation motivation in social networking sites has a positive and significant effect on customer participation in brand communities, customer participation on brand trust and brand loyalty. Meanwhile, brand trust has a positive and significant effect on brand loyalty, and brand trust and loyalty also have a positive and significant effect on brand co-creation. Finally, brand trust moderates the relationship between customer involvement and brand loyalty. Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of execution method, exploratory in terms of nature, and descriptive and survey type in terms of information gathering and analysis method. The statistical population in the qualitative part includes 10 experts from the scientific community and academic specialists and experts of the top 500 companies in Iran based on the ranking of the Industrial Management Organization, who were selected purposefully; and in the quantitative part, it includes the managers of the top 500 companies in Iran based on the ranking of the industrial management organization, and the statistical sample will be selected from among the companies that have active accounts in social networks and considered as the statistical population; and based on Cochran's formula, 217 people were selected as a sample by random sampling method Research findings Data analysis in the qualitative section is based on the content analysis method, and in the quantitative section, SPSS and PLS software are used. The results of the qualitative part show that this research includes 14 dimensions and 30 components, and the results of the quantitative part show that the dimensions and components of customer engagement with brands have an impact on social networks with an emphasis on cultural differences. Also, the results show a strong and very good fit of the model. Conclusion The current research has been done with the aim of providing a model of customer participation with brands in social networks with an emphasis on cultural differences. The results of this research are in agreement with the results of Savadkoohi Qudjanki & Zarbakhsh Bahri (2022), Yazdani Kachuei et al, (2022), Lopez et al, (2021), Khademi et al, (2021), Nasrollahi et al, (2020), Mashhadizadeh & Saedi (2020), and Li et al, (2020). Lopez et al, (2021) showed that participation through online brand community directly has a positive and significant effect on community participation and the desire to create cooperation with the brand and positive word of mouth, as well as a positive indirect effect on brand loyalty. These results show that interaction through establishing online communities based on customer participation has a positive effect on product sales through online platforms. According to the results of the research, the following suggestions are presented: It is suggested that in order to have a successful branding, you must constantly create positive experiences for your customers because branding is the result of fulfilling your promises; the result of gaining customers' trust that your brand will do its best to fulfill what they want or expect from you. This trust leads to your brand being chosen again by them. It is suggested to choose a diversified product development strategy because it is a combination of existing products and existing brands, in which case some product characteristics such as color, taste, shape, size and packaging will change. Even the components of the product may change slightly.

Abstract Abstract The purpose of this research is to design and explain the policy model for the development of electric vehicles in Iran. The research method is fundamental-applicable in terms of purpose, qualitative in terms of implementation, and fundamental-exploratory in terms of nature. The statistical population of the research includes 15 experts and policy makers in the field of automobiles in Iran, and the sampling was done in a targeted manner, and the interviews continued until theoretical saturation was reached. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and model design were done in three stages of open, central and selective coding. For data analysis, MAXQDA 2020 software was used for coding. The results show 435 primary/open codes, 40 concepts and 12 categories (economy and livelihood, transportation electrification, transnational thinking, up-to-date technology, initiative and innovation, market recognition, environmental protection, infrastructural measures, competitiveness economy and industry, risk and challenge, development-oriented governance, strategy and foresight). Extended Abstract                                           Introduction When talking about the design of policies, both the content of the policy and the process of its formulation are considered. Despite the fact that some policies are the result of non-rational processes such as bargaining or even political exchanges, and the verb "design" cannot be attributed to them, this situation cannot be generalized to all policies, and the possibility of designing in a logical procedure with a framework cannot be ignored. It will be possible to distinguish successful from unsuccessful policies and help policy makers to design the content of more effective policies through these studies (Howlett, 2014). Many experts believe that appropriate industrial policies have many positive consequences; these policies help to eliminate market defects and promote industrial development. In addition, by intervening and correcting the allocation of non-optimal resources, they eliminate market defects. Also, these policies promote industrial development through improving economic power and enable countries to align or even surpass the economies of other countries (Liu et al, 2020). Industrial policy is an important means by which the government influences the economy and plays a vital role in economic development (Chen et al, 2020; Liu et al, 2020). It moves from renewable, sustainable and affordable energy sources such as electric mobility. Investing in new energy vehicle technology provides an opportunity to keep pace with the global automotive industry. This emerging strategic industry offers promising positive options compared to the conventional car industry; therefore, by formulating development policies in the field of electric cars, it is possible to help the country's economic development and achieve rapid and significant progress (Liu et al., 2020). Based on this, the current research is looking for an answer to this question: How is the design and explanation of the policy model for the development of electric cars in Iran? Theoretical Framework Sustainable Development Sustainable development includes three main areas of economic, environmental and social development. A stable economic system is able to produce goods or services that reduce the external debt of the government and prevent imbalance between different economic sectors, and at the same time, it protects agricultural and industrial products against any damage. According to the environmental perspective, organizations and the environment must work together as a team. Organizations play an important role in exploring environmental issues and contributing to technological solutions to solve them, while the environment plays an important role in creating job opportunities and employment (Yacob et al, 2019). Social sustainability is a cultural system. A sustainable social system should be able to achieve a fair distribution of resources and equality of facilities and social services. Therefore, today governments, international organizations and support groups have made many efforts to empower human societies for sustainable business due to the scarcity of resources and environmental protection (Porvaziri et al, 2020). Sustainable economic development Various industries and enterprises in business face numerous challenges such as the importance of globalization, the creation of the World Trade Organization and the integration of markets around the world, rapid and fundamental technological developments, new developments in information technology, faster changes in the models of supply and demand, explanation of environmental pollution control, conservation of energy resources and lack of resources and their high cost. Industries can survive against all these challenges only when correct and timely decisions are taken. Along with all the mentioned challenges, globalization and the expansion of consumer markets, as well as the increase in the number of competitors and the ever-increasing pressure of competition, have highlighted the importance of some concepts, including competitiveness. Therefore, companies and industries in all countries are trying to improve the quality of competition by identifying the influencing factors and promoting them (Porvaziri et al, 2020). Strategic emerging industry Strategic emerging industries are an important driving force for future economic and social development. Accelerating their development is an important measure to upgrade the industrial structure and speed up the change of economic development mode, and it is of great strategic importance for the modernization of countries. For example, in 2010, the State Council of China decided to accelerate the development of strategic emerging industries as an important measure to upgrade the industrial structure and speed up the change of the economic development method. After 10 years of development in China, the leading and driving role of emerging industries has become increasingly evident, representing the new fundamental factor in the construction of the modern industrial system (Helmers et al, 2020). Amelia & Harald (2021) examined the interaction between future visions and de-fossil fuel policy on Swedish roads; the results of research emphasize on the energy efficiency of electric vehicles as an important step to reduce dependence on fossil fuels through reducing overall energy demand in the transportation sector as well as electric vehicles for a clean and quiet urban environment, where replacing combustion engines with clean and quiet alternatives can have the greatest impact. Singh et al, (2021) investigated policies, strategies and technical considerations for the development of electric vehicles in India. This study encourages policy makers, government and businesses to deploy electric vehicles in India to reduce greenhouse gas emissions. It was concluded that the Indian government should provide more research funding for the development of both electric vehicles and charging infrastructure. Research methodology The research method is fundamental-applicable in terms of purpose, qualitative in terms of implementation, and fundamental-exploratory in terms of nature. The statistical population of the research includes 15 experts and policy makers in the field of automobiles in Iran, and the sampling was done in a targeted manner, and the interviews continued until theoretical saturation was reached. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and model design were done in three stages of open, central and selective coding Research findings For data analysis, MAXQDA 2020 software was used for coding. The results show that there are 435 primary/open codes, 40 concepts, and 12 categories (economy and livelihood, transportation electrification, transnational thinking, up-to-date technology, initiative and innovation, market recognition, environmental protection, infrastructural measures, competitiveness economy and industry, risk and challenge, development-oriented governance, strategy and foresight). Conclusion The current research has been carried out with the aim of designing and explaining the policy model for the development of electric vehicles in Iran. The results of this research are in agreement with the results of Ghafari Fard et al, (2022), Amelia & Harald (2021), Singh et al, (2021), Feroz Khan et al, (2020), Wang et al, (2020), Gregory Trencher (2020), and Styczynski et al, (2019). Styczynski et al, (2019) showed that despite the differences in governance institutions between countries, governments have adopted policies and used a combination of similar policies in advancing the electrification of cars. According to the results of the research, the following suggestions are presented: Considering the significant gap between the country's automotive industry and the global leaders of this industry, investing in technologies related to electric cars can be a window of opportunity to reduce the gap between this industry and its global competitors. This important thing requires a comprehensive study of the structure of electric cars and prioritizing the fields of production of components and parts of this product. In addition to this, the issue of partnership with world-renowned brands and joint production of this product, which can facilitate the entry of the technical knowledge and technology of these cars into the country, should also be taken into consideration. The challenge of air pollution in big cities has become a serious matter in the field of urban policy in the country. Although the amount and share of gasoline consumption in the pollution of big cities is still subject to expert investigations, there is no doubt that most of the pollution in big cities is caused by the use of fossil fuels. Therefore, electric cars can play an effective role in reducing this pollution, especially in big cities.

Abstract Abstract The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The method of data collection and analysis is interview and thematic analysis in the qualitative part, and questionnaire and content validity technique (CVR) and semi-structured interview data collection tool in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty of working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and also training to the customer. Extended Abstract                                           Introduction Every day, people see a lot of advertisements everywhere; from bus stop, street banner, shopping mall to magazine, TV, computer, mobile etc. However, more often than not, these ads feel like annoying information that the general public is forced to see. For this reason, professional marketers need to redefine their marketing idea. They should understand that marketing is not only about sales and advertising, but also fulfills customer needs in order to overcome constraints (Sheth & Parvatiyar, 2021). On the other hand; with the digital trend, the financial sector has started to apply and implement technology in its workflow. More and more start-ups have formed to provide digital financial services. Some of the companies that provide online payment gateway are pioneers in this field which is widely used all over the world. In addition, more and more investors are spending on new technologies; they are competing with each other in an effort to improve security and user convenience. Financial technology companies are trying to attract users with new mobile phone features, capabilities and technologies. Recently, the blockchain concept has also opened new solutions for security issues; therefore, fintech tools have become the most popular digital services and have the largest share of fintech stocks worldwide (Fernandez-Vazquez et al, 2019). In the meantime, financial technology (Fintech) as a technological innovation has been considered especially important for the development path of countries. This is due to its potential to promote financial inclusion so that more people can access financial services (Demirguc-Kunt et al, 2018). Based on this, the current research is looking for an answer to this question: What is the fintech market development model with an emphasis on existing challenges and strategies? Theoretical Framework marketing strategy When companies enter a new market, they will most likely face thousands of challenges and risks related to establishing their operations and acceptance of their offers by new customers, and the company will compete for market share with other companies that already have supply chains, distribution channels and already established customer bases (Luo, 2022). Foreignness, geographic distance, and characteristics of the home market all contribute to these challenges in new markets. This issue applies more in emerging markets such as fintech (Khan & Khan, 2021). In this regard, Gaur et al, (2011) argue that emerging market challenges lead to higher external liability. These challenges include large heterogeneous populations with low incomes, inadequate infrastructure, lack of resources, corruption, and in general, with structural flaws (Barnard & Luiz, 2018). From the point of view of marketing strategy, companies adapt their marketing strategies to achieve a competitive advantage when entering a new market. Once a company has decided to expand into a new market and adopt its marketing strategy, the question of what changes will be necessary for this particular context will arise. In this regard, Sharmelly & Klarin (2021) described implicit concepts for segmentation, product variety, pricing, distribution, and communication methods of the company. They argue that segmentation costs are high, and that mass media marketing is not well adapted to emerging markets. Also, the offered products need to be functional and also made to not become obsolete quickly. Shadbakhsh (2023) investigated the impact of using sustainable marketing strategies on the performance of digital businesses with the mediation of information technology in the country's real estate industry. The results showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences, and sustainable marketing strategies have a positive effect on the performance of selected companies. Barrio Oton (2021) in a research investigated the social media marketing in the fintech ecosystem in Monfer Startup Company. For this purpose, a detailed study of the fintech private equity industry was conducted through Porter's 5 forces model, along with an explanation of the Monfer startup case through the blue ocean strategy canvas. Then, secondary data including statistical insights were collected directly from the company. This study was further designed by analyzing the internal and external situation and concluded with a strategic planning model and setting goals through the framework of smart goals. Research methodology The research method is applicable in terms of purpose, thematic analysis type in terms of execution method (qualitative-quantitative), fundamental in terms of its nature, and exploratory-correlative in terms of data collection method. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Balle Financial Messenger, EasyPay, Iranian credit and point cards. The sampling method is done in a judgmental manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Research findings For data analysis, thematic analysis was used in the qualitative part, and content validity technique (CVR) was used in the quantitative part. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low levels of income and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and training to the customer. Conclusion The current research has been carried out with the aim of presenting the fintech market development model with an emphasis on existing challenges and strategies. The results of the present research is aligned with the results of Shadbakhsh (2023), Barrio Oton (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), and Noami et al, (2019). The results of Shadbakhsh (2023) showed that marketing trends and sustainable marketing experiences have a positive effect on the performance of the studied companies. Also, marketing trends, sustainable marketing experiences and sustainable marketing strategies have a positive effect on the performance of selected companies. According to the results of the research, the following suggestions were presented: Effective market development strategies often require local community involvement in marketing, product distribution and product awareness. In general, using local people to distribute products is important to the success of a marketing strategy. Local people understand the nuances of the market and can help distribute products in the most efficient and cost-effective way. Finding local people often has to be done through field research, but can also be achieved through networking. The reason for this is that the community plays a major role in Iranian culture and people are more likely to use a product if it is approved by a member of the community. In creating consumer awareness, community participation can be in the form of in-person or online campaigns (for example through social media). When talking about the development of the fintech market, it means that it should be possible to identify that part of the target market and, according to the knowledge that is found, convert the audience of social networks into customers of your market. Fintech companies can advertise their products or services with an optimized website or a standard page according to the Instagram algorithm. The cost of such advertisements is much lower and the efficiency of advertisements is high. Therefore, producing valuable content helps clarify the topic in the audience's mind. For example, producing content that is according to the taste and interest of the young generation can have a great impact on the success of the company. If you can start producing content according to the type of audience that exists, you will get a lot of success and fame in business.

Abstract Abstract The purpose of this research is to investigate and prioritize factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, and at least 10 years of work experience in the relevant field and managers, and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization. The best-worst method (BWM) was used to prioritize the factors and its components, and Lingo software was used for analysis. Effective factors include the components of 1- infrastructure (access to the Internet network, electronic storage of information, security systems and electronic payments), 2- payment system (payment authorization, various customer payment methods, settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of        e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rank of importance. Extended Abstract Introduction The emergence of the Internet has made it easier for newcomers to enter, and as a result, the number of competitors in various markets has increased. Advances in information and communication technology and the rapid expansion of the Internet have undergone many changes and transformations in various areas of human life, as well as in various business fields. Changes in the business environment are the main characteristics of this century (Taghavi fard & Abdoli Masinan, 2020). New technologies have transformed the way of providing customer service in today's organizations (Sanyayan & Sanyaei, 2016). The digitization of businesses has changed many traditional businesses to electronic businesses, and this issue shows the growth of e-commerce transactions in the world, and the new systems that are recently used in e-commerce by governments and private companies are among the most effective factors for success in electronic commerce (Singh et al, 2017). In e-commerce, the conventional meaning of economic benefits largely refers to customer retention on e-commerce platforms, discounts, advertizements, or other preferred activities (Liu et al, 2019). To measure success in e-commerce, it can be seen in customer satisfaction when searching for the desired product and buying online (Abdallah & Jaleel, 2015). Despite its advantages, e-commerce also faces challenges because changing people's habits is not an easy task. For example, researchers in e-commerce have mentioned the skills and techniques of gaining customer trust as an essential factor (Murphy & Tocher, 2011). Small and medium enterprises are a large part of industrial economies. Their growth and development is very important and many researches have been started to determine electronic business in small and medium companies. It is thought that the success of e-commerce in the small and medium sector will make the country more competitive, and this successful adoption and use of e-commerce technology is vital for survival. Therefore, the researcher is trying to answer the question: what is the evaluation and priority of factors affecting the success of e-commerce in small and medium enterprises of Mazandaran province? Theoretical Framework E-commerce success E-commerce is the use of computers in one or more networks to create and transmit commercial information, which is mostly related to buying and selling information, goods and services through the Internet. On the other hand, e-commerce has certain advantages over traditional business; e-commerce changes the way business is conducted and thus transforms traditional markets into new forms and creates significant changes in competitive conditions (Ebrahim Shamirani, 2015).   Customer satisfaction Satisfaction is wider than quality, and quality is considered one of the factors of creating satisfaction in customers. Satisfaction means the evaluation of customers about the product or service provided to whether it was able to meet the expectations of customers or not. In fact, customer satisfaction is the result of satisfying customer needs (Ahmadi et al, 2015).  Agheshlouei et al, (2023) investigated the presentation of a new business model to help entrepreneurs develop new businesses and e-commerce startups. The results of the research show that, in addition to improving the business model of Strowalder and Pignor, the business model presented in this study leads to a better understanding of the elements of the business model by entrepreneurs, and improves investment negotiations by creating convergence and common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. Atimehr et al, (2022) in an article entitled Development of the antecedent model of e-commerce success using structural equations and (IPMA) method, showed that among the explanatory variables of e-commerce success, the variable of electronic oralization has the most relative importance; while the customer support system variable has the least relative importance. Also, from the point of view of the respondents, it was found that the electronic satisfaction variable has the highest performance coefficient, while the customer support system variable has the lowest performance coefficient. Research methodology The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of this research includes 15 experts with master's degree or higher, with at least 10 years of work experience in the relevant field, and managers and experts of small and medium companies in Mazandaran. Fuzzy Delphi method was used for review and prioritization.   Research findings In order to prioritize the factors and its components, the best-worst method (BWM) was used, and Lingo software was used for analysis. Effective factors include 1- infrastructure components (access to the Internet, electronic information storage, security systems and electronic payments), 2- Payment system (payment authorization, various customer payment methods, account settlement operations), 3- Knowledge and awareness (customer notification system, customer privacy consideration, company's response to customers' frequent questions), 4- Customer satisfaction (variety of products and advertisements, Company's seasonal auctions, timely delivery of goods, building trust). The results show that the prioritization of factors affecting the success of e-commerce, respectively, payment system, infrastructure, customer satisfaction, and knowledge and awareness gained the first to fourth rate of importance. Conclusion The current research was conducted with the aim of investigating and prioritizing factors affecting the success of e-commerce in small and medium-sized companies in Mazandaran province. The results of this research are in agreement with the results of Agheshlouei et al, (2023), Atimehr et al, (2022), Lobel Trong Thuy (2021), Emami Meibodi (2021), Jalali (2021), Himanshu & Aggarwal (2019), and Choshin & Ghaffari (2017). Agheshlouei et al, (2023) showed that, in addition to improving the business model of Sturwalder and Pignor, the presented business model gives entrepreneurs a better understanding of the elements of the business model and improves investment negotiations by creating convergence and a common understanding of business concepts between entrepreneurs and investors. Using this business model, entrepreneurs focus on the value proposition in addition to the technical details. According to the present research, the following suggestions are presented: Employees should be trained to use internet networks better Creation of documents management and databases for electronic storage and security of information Appropriate pricing according to competitors' prices and establishing cost management Investment and innovation in the use of e-commerce in small and medium enterprises Collecting customer information considering their privacy for their satisfaction Dealing with customer criticisms and analyzing them Evaluating the use of e-commerce

Abstract Abstract The aim of this research is to investigate the development model of entrepreneurship in the national oil refining industry with the approach of preventing environmental damage. The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of this research includes employees and experts in the national industry of refining petroleum products as many as 951 people, which was considered to be 274 people using Cochran's formula. Sampling was done by cluster random sampling. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The variable of entrepreneurial development includes 4 dimensions of innovation, risk-taking, pioneering and aggressive competition, and the variable of entrepreneurial development includes 3 dimensions of human orientation, environment orientation, and general indifference. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. AMOS software was used to fit the conceptual model of the research. The findings of the research showed that there is a positive and significant effect between the components and dimensions of entrepreneurship development in the national oil refining industry with the approach of preventing environmental damage, and the model has a good fit. Extended Abstract                                           Introduction During the past few years, governments have seriously encouraged entrepreneurship because it benefits the people and the country. People, before starting a business, must have technology capital, necessary facilities to produce goods, suitable workforce, suitable spirit and balanced psychological conditions for success in entrepreneurship. Knowing the needs of entrepreneurs and businesses that need support, it seems that the government is in the best position to determine policy and design programs aimed at encouraging entrepreneurship. The government can cause entrepreneurship through policy implementation in ministries and institutions (Sharifzade et al, 2016). In today's world, the development of entrepreneurship has become a key policy and entrepreneurship has become the most strategic and economic tool of advanced societies. Economic growth and development of countries depends on entrepreneurs and entrepreneurial activities. Therefore, the development of entrepreneurship is necessary to achieve economic development and progress of countries (Zali & Razavi, 2016). Thus, developing entrepreneurship and promoting entrepreneurial culture in the country is a serious economic, social and political necessity (Gholipor et al, 2020). Innovations created by entrepreneurs are strategic factors in economic development and key factors in the business cycle. However, existing evidence shows that growth does not go hand in hand with nature conservation and there is an increasing need for environmental responsibility in entrepreneurship or, in the other word, environmental entrepreneurship (Shirkhani & Karimi, 2018). Therefore, the researcher is trying to answer the question: what is the presentation of the entrepreneurial development model in the national oil refining industry with the approach of preventing environmental damage? Theoretical Framework Entrepreneurship Development The development of entrepreneurship as a macro strategy in a society requires increasing or improving perceptions, tendencies and entrepreneurial behavior at all individual, team, organizational, industry, etc. levels; especially at the national level. In recent years, many countries have put the development of entrepreneurship and entrepreneurial activities on their agenda. But the answer to the question why in some countries, entrepreneurial perceptions, tendencies and behaviors are more than others, is rooted in the important social, cultural and economic factors of society, including national values ​​and culture, government policies and programs, education system, legal institutions, innovation system, financial markets and labor market flexibility (Enayati et al, 2015). Environmental damage The concept of vulnerability is often used in social sciences and there is no agreement on the definition of vulnerability in environmental sciences. Anyway, the concept of environmental vulnerability usually includes biophysical, social and economic aspects. Biophysical factors include geological, geographical and climatic factors; and socio-economic aspects include the inherent resistance of the system to damage, and adaptive capacity (Denner et al, 2015). Zare et al, (2023) investigated the identification of factors affecting the weakening of entrepreneurship in university graduates of Payam Noor universities in Tehran province. The output of the research is to emphasize the strengthening of four variables, including the individual and personal capabilities and qualifications of the graduates, strengthening the educational elements related to the development of entrepreneurship in the university, strengthening the government's support conditions (facilitation, support and encouragement), and finally intervention in the six effective environments on academic entrepreneurship. Sarafzari et al, (2022) investigated the impact of green innovation on green organizational entrepreneurship. The results of this analysis showed that green innovation has a significant effect on green organizational entrepreneurship in the industry, mining and trade organization of Fars province. Green managerial innovation has a significant effect on green organizational entrepreneurship in the industry, mining and trade organization of Fars province. Green product innovation has a significant impact on green organizational entrepreneurship in Fars province industry, mining and trade organization.   Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of this research includes employees and experts in the national industry of refining petroleum products as many as 951 people, which was considered to be 274 people using Cochran's formula. Sampling was done by cluster random sampling. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The variable of entrepreneurial development includes 4 dimensions of innovation, risk-taking, pioneering and aggressive competition, and the variable of entrepreneurial development includes 3 dimensions of human orientation, environment orientation, and general indifference. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. Research findings AMOS software was used to fit the conceptual model of the research. The findings of the research showed that there is a positive and significant effect between the components and dimensions of entrepreneurship development in the national oil refining industry with the approach of preventing environmental damage, and the model has a good fit. Conclusion The current research was conducted with the aim of presenting the entrepreneurship development model in the national oil refining industry with the approach of preventing environmental damage. The results of this research are consistent with the results of Zare et al, (2023), Sarafzari et al, (2022), Fatemi (2022), Mahmudi Khamiri Pur et al, (2022), Daneshniya et al, (2021), Keikha & Purkarimi (2021), Yarmohammadi & Mahmudi Kordi (2020), Sanaeepour & Jafari Moghaddam (2020), and (Ranjbar & Heydari (2017). Daneshniya et al, (2021) showed that a total of 27 main concepts can be expressed as obstacles to the development of entrepreneurship in Iran; so that 10 concepts of political environment, cultural, legal, educational, technology, government structure, macroeconomic, financial environment, geographical environment and production structure are causal conditions categorized with two categories of institutional and economic factors. 7 concepts of efficiency, opportunism, creativity, risk-taking, need for success, desire for independence, and power-seeking of entrepreneurs were identified with the category of entrepreneurs' characteristics and the background conditions of lack of entrepreneurship development. In addition, 7 concepts of creating a legal framework, drawing special policies, developing infrastructure, creating culture, providing special services, connecting with industry and financial aid, with the category of the role of the government, and as the intervening conditions of the lack of entrepreneurship development; and finally, 3 concepts of reducing economic growth, increase in poverty and income inequality, and decrease in employment rate are the consequences of lack of development of entrepreneurship in Iran. The current research has a good capability in terms of the number of identified factors. According to the present research, the following suggestions are presented: 1) Holding in-service trainings in the form of various workshops in order to teach managers to prevent environmental damage. 2) Managers and assistants should be fully informed about the development of entrepreneurship in the national oil refining industry with the approach of preventing environmental damage and most of them should be taken into consideration. 3) Paying attention to managers' managerial abilities by providing continuous evaluation research workshops.

Abstract Abstract The purpose of this research is to design supply chain scenarios and examine how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. The method of this applicable research is qualitative, and analytical-survey in terms of the method of data collection. Fuzzy Delphi was used to collect information. The statistical population of the research includes the collection of experts working in the procurement and goods affairs department of the National Company of Southern Oil-bearing Regions, selected by judgmental sampling method, and the most knowledgeable people, as many as 14 persons, were selected as members of the statistical sample. Questionnaires and interviews were used to obtain primary data. The research questionnaire includes 50 components in 5 paradigms of resilience, lean, agility, knowledge management, and jihadi management. Delphi method and Kendall's correlation coefficient were used for the validity of the questionnaire, and Cronbach's alpha method was used to calculate the reliability of the research questionnaire. Analysis of the research data carried out by the Rizad scenario. Three supply chain scenarios were designed in order to investigate how they affect the relevant variables, as follows: increasing shipping capacity, increasing the volume of orders, and reducing the time of sending orders. The results of the surveys showed that the excessive increase in the sending capacity, the increase in the volume of orders, and the decrease in the time of sending the orders will have their own positive and negative results, which the creation of a favorable and optimal situation based on the various outputs of the model will be fruitful in the context of adopting the organization's policy. Extended Abstract                                           Introduction Today, in the global economy, fierce competition among companies has caused them to operate in conditions of uncertainty; as a result, they face high risks. Risks have negative effects on the supply chain of companies and can lead to profitability and competitive advantage (Ravanestan et al, 2017). The supply chain can be defined as a chain that connects different actors from the customer to the supplier through production and services, in which the flow of materials, information, and finance are effectively managed to meet business needs (Jafarnjad & Mohseni, 2015). Therefore, it is necessary for organizations and companies to achieve the desired result in order to smooth the production and remove obstacles in this wide range of global competition market activities, to implement a new approach to their production management and operations, which is the implementation of resilient supply chain management. Strengthening the supply chain can significantly reduce its vulnerability to various types of risk (Yuan et al, 2010). In the meantime, one of the largest companies in Iran and the world is the National Company of Southern Oil-bearing Regions, which currently incurs a lot of expenses for the country, especially in the supply of goods and materials, due to its large income. It faces many problems, including the lack of a supply chain view, lack of responsiveness and customer satisfaction, slow speed, high cost, large and inefficient storage, etc. (Shishehbori & Shojaei, 2022). Therefore, in this research, we decided to design and examine the scenarios of the supply chain and how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. Therefore, in this research, the researcher intends to answer the basic question: what are the scenarios of the supply chain and how they affect the relevant variables in the National Company of Southern Oil Regions? Theoretical Framework Supply chain A supply chain is defined as a set of related organizations that work together to control, manage, and improve the flow of materials, products, services, and information from the point of origin to the point of delivery (the final customer) to satisfy customer needs at the lowest possible cost to all members (Rezaian fardoie et al, 2023), and supply chain management includes a set of systematic internal and external activities of a company that organizes and directs all business processes within the supply chain in a codified manner and with a holistic view, and its goal is to optimize those processes with minimum costs and maximum efficiency (Mirshekar et al, 2022).  Karimi et al, (2022) investigated the effect of strategic supply chain management on the performance and orientation of the supply chain by analyzing the mediating role of resilience. The results showed: 1- strategic supply chain management has a significant direct effect on the direction of the supply chain, 2- strategic supply chain management has a significant indirect effect on the direction of the supply chain (through the agility and strength of the chain), 3- Strategic supply chain management does not have a significant direct effect on supply chain performance, 4- Strategic supply chain management has a significant indirect effect on supply chain performance (through agility and chain strength), 5- Chain agility plays a significant mediating role in the relationship between strategic management of the supply chain, and the performance and direction of the chain. 6- The strength of the chain has a significant mediating role in the relationship between the strategic management of the supply chain and the performance and orientation of the chain. Ramezani et al, (2022) in a research entitled "Designing a closed-loop supply chain of perishable products: a scenario-based two-stage stochastic planning approach" used discrete scenarios for scenario creation and assumed that the probabilities and the conditions of each scenario are predetermined. Finally, they performed sensitivity analysis on key parameters to check changes on costs.  Research methodology The method of this applicable research is qualitative, and analytical-survey in terms of the method of data collection. Fuzzy Delphi was used to collect information. The statistical population of the research includes the collection of experts working in the procurement and goods affairs department of the National Company of Southern Oil-bearing Regions, selected by judgmental sampling method, and the most knowledgeable people, as many as 14 persons, were selected as members of the statistical sample. Questionnaires and interviews were used to obtain primary data. The research questionnaire includes 50 components in 5 paradigms of resilience, lean, agility, knowledge management, and jihadi management. Delphi method and Kendall's correlation coefficient were used for the validity of the questionnaire, and Cronbach's alpha method was used to calculate the reliability of the research questionnaire. Research findings Analysis of the research data carried out by the Rizad scenario. Three supply chain scenarios were designed in order to investigate how they affect the relevant variables, as follows: increasing shipping capacity, increasing the volume of orders, and reducing the time of sending orders. The results of the surveys showed that the excessive increase in the sending capacity, the increase in the volume of orders, and the decrease in the time of sending the orders will have their own positive and negative results, which the creation of a favorable and optimal situation based on the various outputs of the model will be fruitful in the context of adopting the organization's policy. Conclusion The current research was conducted with the aim of designing supply chain scenarios and investigating how it affects the relevant variables in the National Company of Southern Oil-bearing Regions. The results of this research are in agreement with the findings of researchers such as Samiei et al, (2023), Ramezani et al, (2022), Khan et al, (2022), Karimi et al, (2022), Piya et al, (2022), Kazancoglua et al, (2022), Juan et al, (2022), Momeni & Zereshki (2021), Shafaghizadeh et al, (2021), Malmir et al, (2020), and Haghighatpanah et al, (2019). (Karimi et al, 2022) in the results of their investigations showed that 1- strategic supply chain management has a significant direct effect on supply chain orientation, 2- strategic supply chain management has a significant indirect effect on supply chain orientation (through the agility and strength of the chain), 3- strategic supply chain management does not have a significant direct effect on the performance of the supply chain, 4- strategic supply chain management has a significant indirect effect on the performance of the supply chain (through the agility and strength of the chain), 5- Chain agility has a significant mediating role in the relationship between supply chain strategic management and chain performance and orientation. 6- The strength of the chain has a significant mediating role in the relationship between the strategic management of the supply chain and the performance and orientation of the chain. According to the results of the research, the following suggestions were presented: An excessive increase in the sending capacity, an increase in the volume of orders, and a decrease in the time of sending orders will have their own positive and negative results, and the creation of a favorable and optimal state based on the various outputs of the model will be very fruitful in the context of adopting the organization's policy, so it is suggested by increasing the sending capacity, it will partially help to improve the efficient management of the supply chain, and its unnecessary increase can cause excess capacity and waste of resources. By simulating the system, it is possible to achieve its optimal level by parametrically changing this variable, and it can be continuously monitored and re-evaluated over time. It is suggested to ensure the accumulated amount of confidence, the capacity of the organization's warehouses, and the limitation of resources.

Abstract Abstract The purpose of this research is to provide a model of factors affecting smart governance in the country. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-survey type in terms of data collection. The statistical population in the qualitative section includes 28 university experts familiar with the subject, who were selected in a non-probability and judgmental manner. The statistical population in the quantitative part includes all the managers and experts working in South Khorasan governorate and Birjand city governorate of planning administration equal to 420 people, and the sample number was selected using Cochran's formula of 200 people. The sampling method in this section was done in a random stratified manner. A semi-structured interview and a researcher-made questionnaire taken from the qualitative section were used to collect information. In the qualitative part, the fuzzy Delphi method was used, and the data from the interviews were coded and analyzed in the three main stages of open coding; axial coding; and selective coding, and SmartPLS 3 software was used in the quantitative part of factor analysis, and SPSS 22 software was used for analysis. The results of the research in the qualitative part showed that three categories of background factors (equipment and infrastructure, required resources, information and communication technology, statistics and intelligent information, and formation platform), content (cyber security, strategy formulation, intelligent management and intelligent planning) and Structural (smart readiness, smart architecture, and smart administration) are effective on the formation of smart governance in the country. The results of the quantitative section showed that the model is of good quality. Extended Abstract Introduction The evolution of human knowledge shows that along with the change in the nature and form of the problems facing mankind, the knowledge packages suitable for the management of such problems have also undergone evolution. One of the important human knowledge that plays an important role in the survival and health of societies is the knowledge of governance and management of public affairs. Therefore, political systems should choose their appropriate style of governance according to the social, political, economic and cultural environment governing the society (Hoseini et al, 2022). One of the most important opportunities that information technology presents to statesmen and managers is increasing accessibility, strengthening efficiency and re-engineering the architecture of the government and the possibility of making it more responsive. The use of information technology in the governance process has led to the emergence of a reality called "smart governance" which is a prerequisite for governing information societies (Mohammadi et al, 2021). Smart governance is about relationships between private, public, economic and social stakeholders and focuses on citizen participation (Lopes & Oliveira, 2017). This style of governance is based on a transparent management system that allows citizens to participate in the planning and decision-making process in terms of the development of their communities, and ensure free access to information (Penaska & Velas, 2019). Smart governance uses information and communication technology to improve democratic processes and public services (e-government), support and facilitate planning and decision-making (Camero & Alba, 2019). Based on this, the researcher of the present study intends to answer the main question: what model of effective factors is suitable for smart governance in the country? Theoretical framework Smart governance Smart governance refers to the intelligent use of information and communication technology to improve decision-making through better collaboration between different stakeholders, including government and citizens. In this case, tools based on information and communication technology, such as social media and the openness of the political space, can be factors that increase citizen interaction and support the development of new governance models for the smart government. Smart governance may also play an important role in smart city initiatives that require complex interactions between governments, citizens, and other stakeholders (Nasri & Tabarzad, 2020). Smart governance is a style of management that is formed based on the intelligent participation of citizens through information and communication technology. This new form of governance transforms citizens from passive consumers of city services to active actors who can comment on the type of services they need (Mohammadi Dehchshme & Moradi, 2021). In other words, this type of governance is based on a transparent management system. This should allow citizens to participate in the planning and decision-making process in terms of city development and ensure free access to information (Penaska & Velas, 2019). Research background Chegni & Koshtar Haranki (2022), examined "smart (knowledge-based) governance relying on the development model (functions of thinker boards)", to explain the concept of thinker board as a strategic and influential institution on the country's decision-making and policy making process and drawing and presenting a local and ecologically compatible model of governance in Iran from this strategic institution. The findings of this research showed that the Islamic Republic's thinker boards at the macro level can help to make the country's governance system smarter and knowledge-based, and in addition to the common functions; it can have functions such as the governing body, guiding and directing the country's macro policies, protection and supervision, explaining the basics, concepts and theoretical frameworks, discourse maker, observation and production of thought, strength of the internal structure of power, socialization and grounding of modern Islamic civilization, use of popular participation and mobilization in the matter of political research and decision making and consultation and problem solving. Hamghadam et al, (2022) investigated "presenting future scenarios of smart urban governance (case study: Rasht city)". The results of the analysis showed that the appropriate foundation scenarios in the field of citizenship education and raising awareness, popular participation and citizenship and private sector participation, making arrangements to increase the budget in the field of smartness, and municipal support of the smart government have the most adaptive value in the future of smart urban governance of the city of Rasht. Research methodology The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of its implementation, and descriptive-survey type in terms of data collection. The statistical population in the quantitative part includes all the managers and experts working in South Khorasan Governorate and Birjand City Governorate of planning administration, which was identified as 420 people based on internal statistics. Also, the sampling method in this section was done in a random stratified manner. The number of samples was obtained using Cochran's formula considering that the number of people in the studied society was 200. The statistical population in the qualitative section includes 28 university experts familiar with the subject, who were selected in a non-probability and judgmental manner. In this research, the research strategy is of a mixed type (qualitative-quantitative) that after defining the topic and conducting preliminary exploratory and library studies and semi-structured interviews, the relevant factors and components are determined through the Delphi method, which is considered a qualitative research method, by a researcher-made questionnaire (including the answers of the five-choice Likert range and an open question to add possible new components) according to academic and professional experts familiar with the subject, And after receiving their qualitative and quantitative corrective opinions (prioritization of factors) based on the statistical methods of analysis, and finally, through three rounds of going back and forth of the fit of the model, components, and combination of factors reached the consensus of the elites. Research data collection tools are a) library studies (foreign and domestic books and publications, databases, internet sites, etc.); b) semi-structured interviews with academic experts and specialists in the field of governance and information technology; c) a questionnaire. In the qualitative part, the data obtained from the interviews were analyzed in the first stage using three stages of open, central and selective coding; and in the quantitative part, the required data were collected through a questionnaire with closed questions, and in order to analyze them, confirmatory factor analysis test was used in SmartPLS 3 software environment. Also, SPSS 22 software environment was used to analyze the data collected in the descriptive statistics section and determine Cronbach's alpha to check the reliability of the data collection tool.    Discussion and results: SPSS 22 statistical software was used for descriptive data analysis. And the structural equation test was used using SMART PLS 3 software to answer the research questions. Factor loadings are calculated by calculating the correlation value of the indicators of a structure with that structure. If this value is equal to or greater than 0.4, it confirms that the variance between the structure and its indicators is greater than the variance of the size error of that structure, and the reliability of that measurement model is acceptable. The results of the factor analysis show the desired components, since the factor loading of all the items is more than 0.4, and also the value of t statistic is more than 1.96, so the model has good validity. Conclusion: The construction of the concept of intelligent governance has played an important role in shaping the existing electronic goals in the world's information society, followed by the progress and development of different societies. Therefore, the current research was conducted with the aim of providing a model of factors affecting smart governance in the country so that by knowing smart governance and the factors affecting it, future strategies and plans can be adopted in line with the effective establishment and development of this type of governance in the country. Therefore, according to the studies conducted in this field and also, based on the analytical logic of the open system and taking into account the opinion of experts, the factors affecting smart governance were finally categorized in the form of 3 dimensions and 12 components, which in terms of prioritizing the components of the three factors, were ranked respectively; in the contextual factors section: the formation platform, equipment and infrastructure, statistics and intelligent information, information and communication technology, and required resources; in content factors section: cyber security, smart management, strategy formulation and smart planning; and in the structural factors section: smart architecture, smart administration and smart preparation. Contextual factors such as needs assessment and capacity producing, along with causal factors, provide a suitable platform for the establishment of smart governance in the country. The contextual factor of needs assessment in this research included equipment and infrastructure, required resources, information and communication technology, cyber security, statistics and intelligent information. In other words, equipment and infrastructure such as hardware, software, high-speed and secure internet, user-friendly designed websites and portals, resources such as sufficient financial and human resources, and most importantly securing this virtual space through the creation of functional ID, network security, design and the development of security laws, and finally the creation of mechanized databases in various fields and the formation of electronic statistics and information units in government organizations can help to provide a suitable platform for the establishment of smart governance in the country as effectively as possible.

Abstract Abstract The purpose of this research is to design the behavioral model of managers in the digital era by the approach of data-based theory. The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research is the managers of petrochemical companies affiliated to the National Company of Petrochemical Industries of Iran. 8 members of the participating team were selected by the purposeful sampling method. To collect and analyze the data, the foundation's data theory research strategy was used. The data collection tool is a semi-structured interview. Data analysis and model design were done in three stages of open, central and selective coding. The findings indicate that causal conditions include human factors, environmental factors, and organizational factors; the main phenomenon of managers' behavior include communications and interactions, trust, decision-making in uncertainty, personality traits, and digital behavior; background conditions include digital knowledge and understanding, digital education and culture, management of experience and digital talent and skills, future-oriented and digital strategic thinking, change management, and digital leadership ability; intervening conditions include digital mentality and attitude, manager's intelligence, manager's values, and the innovation and nature of business and industry; strategies and mechanisms include innovation and learning strategy, retention strategy, digital combination and focus, digital participation strategy, and digital leadership and governance strategy; and consequences includes consequences of individual dimensions and organizational dimensions. Extended Abstract                                           Introduction Undoubtedly, the growth and development of any organization depends on the development of human capital of that organization. Paying attention to human capital is one of the basic pivotes of the development of organizations. Human capital is considered the most valuable source of the organization's resources, which can form the competitive advantage of today's organizations to deal with the vast environmental changes. Capable human resources are the winning card of today's organizations (Poureza et al, 2021). Employees (managers) have also been mentioned in organizations as one of the types of human capital that are influential in the growth and development of the organization. Therefore, employees (managers) are the most important assets of companies on the way to success (Sirghani et al, 2023). The growth and development of the organization has been found to be effective in creating the capacity of the employees (managers) in order to meet the current and future needs of the organizations. Accordingly, every organization relies on its employees to expand competitiveness and profitability (Sirghani et al, 2023). When talking about the behavioral pattern of managers in the digital age, the first thing that comes to mind is the effective functional and organizational outcomes resulting from the strategy and guidance of that manager. Managers are known as one of the driving factors and the basic engine of change and transformation in the management of an organization, and in accordance with strategic, technological approaches and moving in the digital direction, including the fundamental variables in organizational transformation and effectiveness. Without the presence of a capable manager, with knowledge and leadership skills in managing the affairs of employees and directing the organization, the implementation of many large and strategic plans and projects will not be easily possible and realized. (Malekzadeh & Sadeghi, 2017). This research is based on the search for an answer to this question: What is the behavioral model of managers in the digital age with the approach of data-based theory? Theoretical Framework The behavior of managers in the digital age In the era of digital transformation, digital behaviors and skills for managers and employees include a new perception of talent; meaning the development of core skills to increase organizational performance: leadership, analysis, advanced skills in problem solving, decision-making, and design thinking. In this process, managers become producers - creative content and storytelling; content distributors through social media platforms; receiver - creating resonance and interaction through selected responses; analyst - monitoring the dynamics of the social media industry; consultant - activating and supporting the 360 degree environment in the use of social media; architect – use social media for key business functions (Deiser & Newton, 2013). CEOs and HR leaders are focused on understanding and creating a shared culture, designing a work environment that engages people, and creating a new model of leadership and career development by adopting digital technologies (Rachinger, 2019). Arenage et al, (2023) investigated the main competencies required for entrepreneurial leadership style in the digital age and effectiveness in innovative organizations. In this study, 119 leaders in the technology sector were investigated. Seven latent variables that give meaning to a new style have been identified through factor analysis. The results of this research have shown that teamwork, motivation and risk-taking have a direct and significant effect. These factors have been identified among the most developed competencies. Therefore, these factors have the greatest impact on the kind leadership style, that is, a style that is based on kindness, support, gentleness and kindness with colleagues. Creativity and caring for others have shown the least impact. In this research, tools are also provided to improve competencies with the least impact and ultimately lead to compassionate entrepreneurship. In addition, it has been shown in this research that the entrepreneurial attitude improves the quality of the entrepreneurial ecosystem for business management. Chenari & Habibinia (2022) have conducted a research on emotions and feelings on the leadership style of managers in government organizations. In this research, it has been stated that emotional intelligence is a new achievement in the science of psychology, and has recently entered the field of management, and includes understanding and identifying feelings and emotions in people and using this perception to make appropriate decisions in daily life. This research was conducted to study the effect of emotions and feelings on the leadership style of managers. The results of the investigated research indicate that managers and leaders who have a higher level of emotional intelligence have a more favorable and effective leadership, because this group of managers has the ability to adopt the appropriate interactive style to guide and lead the organization effectively by understanding the requirements and environmental situation.  Research methodology The research method is applicable in terms of purpose, and exploratory in terms of nature. The statistical population of the research is the managers of petrochemical companies affiliated to the National Company of Petrochemical Industries of Iran. 8 members of the participating team were selected by the purposeful sampling method. To collect and analyze the data, the foundation's data theory research strategy was used. The data collection tool is a semi-structured interview. Research findings Data analysis and model design were done in three stages of open, central and selective coding. The findings indicate that causal conditions include human factors, environmental factors, and organizational factors; the main phenomenon of managers' behavior include communications and interactions, trust, decision-making in uncertainty, personality traits, and digital behavior; background conditions include digital knowledge and understanding, digital education and culture, management of experience and digital talent and skills, future-oriented and digital strategic thinking, change management, and digital leadership ability; intervening conditions include digital mentality and attitude, manager's intelligence, manager's values, and the innovation and nature of business and industry; strategies and mechanisms include innovation and learning strategy, retention strategy, digital combination and focus, digital participation strategy, and digital leadership and governance strategy; and consequences includes consequences of individual dimensions and organizational dimensions.  Conclusion The present research was conducted with the aim of designing the behavioral model of managers in the digital era with the approach of data-based theory. The results of this research are in agreement with the results of Arenage et al, (2023), Firouzbakh & Rezaiean (2022), Chenari & Habibinia (2022), Ramazanifar (2022), Weber et al, (2022), Magesa & Janathan (2020), Singh et al., (2019), and Kelantari et al, (2019). Arenage et al, (2023) showed that teamwork, motivation and risk-taking have a direct and significant effect. These factors have been identified among the most developed competencies. Therefore, these factors have the greatest impact on the kind leadership style, that is, a style that is based on kindness, support, gentleness and kindness with colleagues. Creativity and caring for others have shown the least impact. In this research, tools are also provided to improve competencies with the least impact and ultimately lead to compassionate entrepreneurship. In addition, it has been shown in this research that the entrepreneurial attitude improves the quality of the entrepreneurial ecosystem for business management. According to the results of the research, the following suggestions are presented: For innovation and learning, managers need digital knowledge and understanding - in facing the challenges of digitalization of business, so it is suggested that digital talent and skills managers should be provided by training and developing digital culture - in the context of experience management (employees and customers).

Abstract Abstract The purpose of this research is to present the knowledge sharing model in Maskan Bank of Iran. The research method is applicable in term of its purpose, 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. The data-based method was used in the analysis of the data of the qualitative part, and PLS software in the quantitative. 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, strategic location of 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 (with 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture), and consequences (with 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. Extended Abstract                                           Introduction During many years and working in organizations, human resources acquire sets of ideas, thoughts, skills, experiences and applicable sciences. The collection of such reserves is considered the knowledge of each person, which is recorded in the person's mind over time. As long as this knowledge exists in a person's mind, other people do not have the ability to access and benefit from it. There are many organizations that have such people (Park & Gabbard, 2018). Leibovitz believes that knowledge management is a combination of acquisition and storage of obvious knowledge, along with intellectual capital management. In other words, knowledge management is the process through which organizations use their collected information. Approaches to knowledge management depend on the management perspective. Differences can be caused by information-based, technology-based, and culture-based perspectives (Asgharneghad & Haghdoust, 2022). Therefore, one of the most important means of continuous creation of knowledge is sharing it among all units and members of the organization with an emphasis on technology and social interaction, attention to which has an important role in the survival of the organization in the spaces facing the competitive organization (Gholipour domyeh, 2023). Knowledge sharing is the axis of development and transformation in different societies and it is considered the main focus of training specialized and trained human resources in any society. Realization of knowledge management, sharing and documenting it in financial and banking organizations is one of the basic needs of today's knowledge-oriented society. In the current age, which is called the age of knowledge, organizations are witnessing environments that are becoming more dynamic and challenging day by day, and consider intangible and spiritual capital, called knowledge, as an important and vital factor (Firouzi & Feyzi, 2017). Based on the said material, the researcher is trying to answer the question: what is the model of knowledge sharing in Iran Maskan Bank?   Theoretical Framework Sharing knowledge Researchers state that one of the key assets of organizations is the knowledge they have access to (Hao et al, 2019). Knowledge sharing is the voluntary and enthusiastic transfer of acquired skills and experiences to other people and departments of the organization (Gupta et al, 2019). Knowledge sharing is also defined as informational behavior that requires effort and preparation to be responsive and understand information knowledge sharing (Kurmiawan at al, 2020). Knowledge sharing takes place voluntarily to share their expertise and knowledge with others with the intention of creating an interested learning process (Oyemomi et al, 2019). Hemti Nooddoost Gilani & Bagherzadeh (2023) investigated the relationship between intellectual capital and creativity with the mediating role of knowledge sharing perception in Sanat and Ma'dan Bank. The findings of the research indicated the existence of a positive and significant relationship between intellectual capital and creativity of employees in Sanat and Ma'dan Bank. Also, the mediating role of the perception variable of knowledge sharing in the relationship between the components of intellectual capital and creativity was confirmed. These findings mean that the emphasis on knowledge sharing by employees can have a positive effect on the creativity of employees in a way that significantly influences the effectiveness of intellectual capital on the creativity of employees. Gholipour domyeh (2023) investigated the simultaneous optimization of knowledge sharing and customer loyalty in social networks under the digital marketing approach. The results of the integrated approach on a company active in the field of digital marketing in Tehran showed that there is a significant positive effect of 6.47% between customer loyalty and knowledge sharing at a significance level of 1%. The results of the regression analysis also showed that there is a positive and significant relationship between knowledge sharing and customer loyalty under the digital marketing approach by 1.53%. AHP analysis showed that protestive behavior and purchase intention are the most important components of customer loyalty. Coding and implementation of the proposed bi-objective mathematical model in Games software provided a level of optimization in which maximum shared knowledge with maximum customer loyalty was achieved. Research methodology The research method is applicable in term of its purpose, 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. Research findings The data-based method was used in the analysis of the data of the qualitative part, and PLS software in the quantitative. 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, strategic location of 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 (with 3 dimensions of urban advertising system improvement, smart urban branding design, urban brand culture), and consequences (with 3 dimensions of social capital development, development of quality of life, competitive power of urban brand). Conclusion The current research was conducted with the aim of presenting a knowledge sharing model in Iran Housing Bank. The results of this research are in agreement with the results of Hemti Nooddoost Gilani & Bagherzadeh (2023), Gholipour domyeh (2023), Azeem et al, (2021), Bayati et al, (2021), Ghanbari & Ahmadi (2022), Tabatabaei et al, (2020), Katlijn et al, (2021), Daphna et al, (2020), and Lee et al, (2020). Katlijn et al, (2021) in their study showed that people believe that their knowledge is an important part of their identity; sharing it is costly, but facilitates greater trust that the recipients of this knowledge have with future reciprocal rewards. According to the results of this research, the following suggestions are presented: Create a culture of knowledge sharing: managers should create a culture that encourages employees to share their knowledge and experiences. This can be through team meetings, internal publications, online systems, or collaboration platforms. Creating an atmosphere of cooperation: encouraging employees to cooperate and interact with each other is important. Banks can promote co-working spaces, hybrid teams, and joint projects so that employees can directly communicate with each other and share their knowledge. Internal training platforms: creating an internal training platform where employees can easily access training resources, recorded trainings, and online courses will help companies to share their knowledge with bank employees.

Abstract Abstract The purpose of this research is to design a model for the alignment of petroleum refinery projects with the country's industrial strategies in the Ministry of Oil. The research method is applicable in terms of purpose, qualitative in terms of data collection, and data-based type. The statistical population of the research includes 20 experts and senior managers of the Ministry of Petroleum and Petrorefineries in Tehran, selected by theoretical sampling. To collect and analyze the data, the data-based theory research strategy was used. The data collection tool is a semi-structured interview. Data analysis and model design were done through coding. The findings of the research showed that the alignment of the refinery projects with the country's industrial strategies in the Ministry of Oil, the enablers of the alignment include the maturity of communication and managerial factors and the exercise of authority, strategic technology planning and organizational architecture aligned with technology, partnership factors, human resources (innovation, entrepreneurship, expertise, knowledge), and the distinctive competence factors that lead to the realization of optimization results and reduction of capital and current costs and synergy in both sides of petro-refining and industry. Managers and experts can help to optimize this industry and reduce costs by using the model of aligning petroleum refinery projects with industrial strategies. Based on the results, it is suggested to the planners of the oil industry to try to increase the alignment of the refinery projects with the industrial strategies of the country in order to develop the refineries. Introduction Strategic alignment or, in other words, strategic fit, is an important and vital concept in how organizations can transform the use of IT in the organization into real improvements in performance. The concept of strategic alignment originates from a set of experimental and conceptual measures in organizational texts, the main purpose of which is organizational performance and thus the fit between factors such as strategy, structure, technology, culture and environment (Primasari, 2022). In today's turbulent business environment, the success of organizations depends on the orientation of all parts of the organization in line with its strategic direction. In such an environment, organizations have no choice but to use technology as a strategic resource in order to achieve their strategic goals, and this is where the concept of alignment of technology and development strategies (strategic alignment) becomes meaningful (McAdam et al, 2017, Visscher et al, 2021). Strategic alignment refers to the use of technology in an appropriate and timely manner; and in balance with strategies, goals, and development needs. The research conducted in the field of strategic alignment shows the existence of a positive and effective relationship between competitive strategies, technology, and organizational performance; and managers who have succeeded in aligning these strategies in their organizations emphasize that creating integration is essential for the survival and success of organizations. (Primasari, 2022). The importance of formulating a development strategy is to obtain a sustainable technological competitive advantage so that to keep the industry in the competitive boundaries. Therefore, it is necessary to have a proper vision of the distinctive technologies of the industry, the products and services that the organization and industry can provide, and the position that the organization or industry intends to be in in the future. The main issue of the present research is: what is the model of alignment of petrochemical projects with the country's industrial strategies in the Ministry of Oil?  Theoretical Framework Project alignment with strategy Strategic alignment or, in other words, strategic fit, is an important and vital concept in how organizations can transform the use of IT in the organization into real improvements in performance. The concept of strategic alignment originates from a set of experimental and conceptual measures in organizational texts, the main purpose of which is organizational performance and thus the fit between factors such as strategy, structure, technology, culture and environment (Sadigov, 2022). Strategic alignment has been defined as the extent to which IS strategy supports business strategies and is supported by them (Abdulwase et al, 2020). Ghatak & Garg (2022) in a research investigated the power transfer project: a framework for aligning the success of the project with the organization's purpose. The result shows that project success has a positive direct relationship with strategy, risk, information technology, and stakeholders. Risk as a mediating variable with contract, information technology, and stakeholders, has a direct relationship with strategy; therefore, the contract has a significant indirect relationship with the success of the project. The proposed framework supports the alignment of project success with organizational goals through critical success factors. Primasari (2022) investigated strategy formulation to achieve alignment between information technology and business in game companies. The research generated several specific recommendations for gaming companies in the areas of business strategy, IT strategy, organizational infrastructure/process, and IS/IT infrastructure/process. Key strategies derived from this research are strengthening product advertising and marketing and expanding networks with potential consumers, other game manufacturers, and governments. Research methodology The research method is applicable in terms of purpose, qualitative in terms of data collection, and data-based type. The statistical population of the research includes 20 experts and senior managers of the Ministry of Petroleum and Petrorefineries in Tehran, selected by theoretical sampling. To collect and analyze the data, the data-based theory research strategy was used. The data collection tool is a semi-structured interview. Research findings Data analysis and model design were done through coding. The findings of the research showed that the alignment of the refinery projects with the country's industrial strategies in the Ministry of Oil, the enablers of the alignment include the maturity of communication and managerial factors and the exercise of authority, strategic technology planning and organizational architecture aligned with technology, partnership factors, human resources (innovation, entrepreneurship, expertise, knowledge), and the distinctive competence factors that lead to the realization of optimization results and reduction of capital and current costs and synergy in both sides of petro-refining and industry. Managers and experts can help to optimize this industry and reduce costs by using the model of aligning petroleum refinery projects with industrial strategies. Based on the results, it is suggested to the planners of the oil industry to try to increase the alignment of the refinery projects with the industrial strategies of the country in order to develop the refineries.  Conclusion The current research was carried out with the aim of designing a model for the alignment of petroleum refinery projects with the country's industrial strategies in the Ministry of Petroleum. The results of this research correspond with the results of Malik Ghasemi (2021), Dos Santos et al, (2021), Nosrati (2021), Mirzaei (2020), Ghatak & Garg (2022), Primasari (2022), Dos Santos et al, (2021), Bentley-Goode et al, (2019), Al-Adaileh (2017), Sniukas et al, (2016), and Canhoto et al, (2021). Ghatak & Garg (2020) in a research investigated the power transfer project: a framework for aligning the success of the project with the organization's purpose. The result shows that project success has a positive direct relationship with strategy, risk, information technology, and stakeholders. Risk as a mediating variable with contract, information technology, and stakeholders, has a direct relationship with strategy; therefore, the contract has a significant indirect relationship with the success of the project. The proposed framework supports the alignment of project success with organizational goals through critical success factors. According to the results of the research, the following suggestions are presented: - It is suggested that organizations use new technologies, especially information and communication technology, to create more value; because Fava-centering of the processes of an organization can play a significant role in improving processes and creating more value. This Fava orientation should be done based on a certain procedure and a certain framework so that all its advantages can be detected. - Information technology governance provides an implementation framework for transformation and change from traditional processes to Fava-oriented processes, which is suggested to be improved in order to reach this framework, which measures the maturity of communication in organizations.

Abstract Abstract The aim of the current research is to present a model for the implementation of new fintechs in the banking industry (peer-to-peer lending). The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and survey in terms of nature and method. The statistical population of the research was the managers, supervisors and employees of the financial and technological fields of banks, experts and specialists in the fintech field in the country; and according to the principles and rules of the unlimited population, 384 people were selected as a sample. Data collection was done by semi-structured interviews in the qualitative part, and by the researcher-made questionnaire in the quantitative part. Coding and MAXQDA software were used in qualitative part data analysis, and SPSS and AMOS software were used in quantitative part. The results of the qualitative data analysis of the research were categorized as follows: In this regard, the extracted categories were categorized as follows: Causal conditions: organizational learning, system attitude, and information technology. Key conditions: communication capital, human capital, and structural capital. Governing platform: partner banks, external theorists, government, and environmental conditions. Intervening conditions: obstacles and challenges including organizational factors, community conditions, individual factors, and lack of education and research. Strategies: policy making, strategic plan, and employee satisfaction and loyalty. Consequence: knowledge-based policy making, knowledge management, innovation, creativity and idea, and knowledge-based organization. The results of the quantitative part showed that the fit indices of the model indicate the confirmation of the model at the confidence level of 99%. Extended Abstract                                           Introduction Among the advantages of strategic cooperation between the banking system and fintech is efficiency in terms of speed, cost, and reaching new customers. The issues and problems of traditional banks include complex structures, high level of formality, increase in operational cost, providing banking services with more cost and time, lack of innovation in service, and failure to meet customer expectations (Soltanee & Tahmasebi Aghbolaghi, 2020). All these factors have led to the decrease in the popularity of the banking system; But on the other side of the field, the increase of people who, for various reasons, cannot use traditional banking services or do not want to use them, has led to the development of fintechs. This trend has confirmed the decreasing popularity of banks, and according to statistics, the average use of fintech globally has reached 33% (Hill, 2018). Peer-to-peer lending in modern banking is a co-product of important business, technological and social processes. One item that has helped to create peer-to-peer lending is the presence of a new generation of freedom advocates. "Technological changes, globalization, and other international processes have reduced the number, size and role of commercial intermediaries in many industrial sectors. These changes have also led to the emergence of peer-to-peer lending. Individuals can become members as lenders by registering on the peer-to-peer lenders website." (Sarhangi et al, 2016). Borrowers also enjoy the benefits of lower costs compared to bank or credit union loans. Fintechs can provide new products and services for peer-to-peer banking customer groups that do not have access to traditional financial services. These conditions are possible through the following ways: improving financial participation, providing simple products with low cost and helping people who do not have easy access to banking services, and improving the customer experience, increasing transparency and improving security, and accommodating retail customers and small and moderate companies to fraudity and cyber-attacks (Wonglimpiyarat, 2017). Due to the importance of this issue, this research seeks to present and propose a suitable model for the implementation of new fintechs in the banking and peer-to-peer lending industry. In this research, we are looking for an answer to this question: what is the implementation model of new fintechs in the banking industry (peer-to-peer lending)? Theoretical Framework fintech The term fintech means financial technology. Fintech refers to companies and representatives of companies that have combined financial services with modern innovative technology. Usually, new participants in the market offer Internet products and application-based products (Anil & Alistair, 2019). Fintech or financial technology is a set of businesses that use software and hardware to provide innovative financial services. The National Center for Digital Research in Dublin, Ireland defines fintech as innovation in financial services (Owzaei & Sohrabi, 2017). Sadraee et al, (2024) examines the presentation of the fintech market development model with an emphasis on existing challenges and strategies. The results of the research showed that the challenges of fintech market development include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low income levels and product pricing challenges, and cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, as well as customer education. Khaled Mohammad et al, (2023) investigated the determinants of fintech adoption: evidence from a representative sample of emerging economies across the country. They identified important characteristics that predict customer fintech adoption among individual respondents. They found that customers were less likely to adopt fintech services if they reported higher levels of concern about security, information privacy, limited government control, and higher levels of perceived service barriers. Evidence showed that these concern factors, for example, are the main determinants of fintech adoption, unlike demographic variables. Our findings have insights for fintech service providers and policy makers.   Research methodology The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and survey in terms of nature and method. The statistical population of the research was the managers, supervisors and employees of the financial and technological fields of banks, experts and specialists in the fintech field in the country; and according to the principles and rules of the unlimited population, 384 people were selected as a sample. Data collection was done by semi-structured interviews in the qualitative part, and by the researcher-made questionnaire in the quantitative part.   Research findings Coding and MAXQDA software were used in qualitative part data analysis, and SPSS and AMOS software were used in quantitative part. The results of the qualitative data analysis of the research were categorized as follows: In this regard, the extracted categories were categorized as follows: Causal conditions: organizational learning, system attitude, and information technology. Key conditions: communication capital, human capital, and structural capital. Governing platform: partner banks, external theorists, government, and environmental conditions. Intervening conditions: obstacles and challenges including organizational factors, community conditions, individual factors, and lack of education and research. Strategies: policy making, strategic plan, and employee satisfaction and loyalty. Consequence: knowledge-based policy making, knowledge management, innovation, creativity and idea, and knowledge-based organization. The results of the quantitative part showed that the fit indices of the model indicate the confirmation of the model at the confidence level of 99%. Conclusion The present study was conducted with the aim of providing a model for the implementation of new fintechs in the banking industry (peer-to-peer lending). The results of this research is aligned with the results of Sadraee et al, (2024), Khaled Mohammad et al, (2023), Khosravani & Bahman (2023), Khazaei et al, (2022), Barrio Oton (2021), Kou et al, (2021), Pazhoheshfar & Biabani (2021), Hammerschlag et al, (2020), Nurjanah et al, (2020), Martinčević et al, (2020), and Zhonging et al, (2019). Zhonging et al, (2019) in a research entitled factors affecting the acceptance of fintech services for bank users and presenting a technology acceptance model, while studying the effect of fintech acceptance on bank service users, presented an innovative technology acceptance model. Also, the results of this research show that the respondents pointed to the popularity and acceptability of the Internet and smart tools among users, perceived ease, usefulness, and government support for innovation as positive and facilitating factors; and the risk of privacy as effective barriers to the use of fintech services by banks. According to the results of this research, the following suggestions are presented: 1-Banking industries should take serious action to improve the implementation of fintechs by strengthening the dimensions of organizational learning which include: individual learning, group level learning, and organizational level learning. 2-a different attitude than the normal one should be used in the organization in order for a better order to prevail and to increase the overall efficiency and performance of it. The attitude required for use in the organization is the system attitude that connects all the elements in the organization to each other and does not examine any element alone because the organization is a system consisting of different elements. Based on the results of this research, it can be said that having a systemic attitude is one of the important factors of using fintechs.

Abstract Abstract The purpose of this research is to design a model of predictive factors of entrepreneurial opportunities in international companies. The research method is applicable in terms of purpose, and qualitative in terms of its implementation. The statistical population of the research includes 17 managers and experts active in the field of entrepreneurship, and the sampling was done in a purposeful and snowball manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Data analysis and pattern design were done in three stages of open, central, and selective coding. For data analysis, MAXQDA 18 software was used for coding. In the open coding stage, 305 preliminary codes were identified out of the analysis of the interviews. In the second stage; core coding based on research findings, the concept of entrepreneurial opportunities was chosen as the core phenomenon. Causal conditions were placed in the form of seven categories: unexpected events, changes based on industry and market structure, shortage based on methods, contradictory situation, change based on values and knowledge, new knowledge, and demographic characteristics; and the four main categories were selected include organizational strategies, market related strategies, business strategies, and effective performance management. Intervening factors were identified in two strengthening and weakening categories. Capital, corporate factors, social learning, gathering and studying information, individual characteristics, and social factors were determined as the background factors of entrepreneurial opportunities. Finally, the consequences of predictors of entrepreneurial opportunities were determined in two categories: financial and tangible, and non-financial and intangible. Extended Abstract                                           Introduction According to entrepreneurship researchers, opportunity identification plays a very fundamental role in entrepreneurial activities. Entrepreneurship creates and recreates value for owners and beneficiaries, and opportunity is the heart of this process. Although opportunity recognition is considered the main characteristic of entrepreneurs and entrepreneurial activity does not occur without it, not all people are able to recognize opportunities; thus not all people can achieve entrepreneurial activities (Jaber et al, 2022). Several studies have been conducted regarding the factors affecting opportunity identification to become the basis for increasing the identification of entrepreneurial opportunities. However, due to the importance of identifying opportunities in the entrepreneurial process, there is still a gap in studies in this field (Virasa et al, 2022). Identifying entrepreneurial opportunities is a relatively new issue that is known as an effective and sustainable solution for the economic and social development of countries, and attracts the attention of wider sections of society every day. The importance of identifying entrepreneurial opportunities is due to the fact that finding predictive factors are effective in identifying profitable opportunities that can be implemented in most parts of the world. Our country is also on the path of taking steps towards development and progress, and putting forward a comprehensive research on factors predicting entrepreneurial opportunities in Iran can help accelerate the process of progress. On the other hand, Iran is a country that has a long and fruitful history in the field of entrepreneurial activities, and attention to a new approach in this field leads to the actualization of the potential capabilities in this field (Abdi, 2015). Based on this, the current research is looking for an answer to this question: How is the design of the model of predictive factors of entrepreneurial opportunities in international companies? Theoretical Framework Entrepreneurship Entrepreneurship is a management attitude that gives meaning to concepts such as innovation, flexibility and accountability based on understanding environmental opportunities. Organizational entrepreneurship occurs when an organization relies on the growth and use of new opportunities of internal and external factors of its organization (Davali et al, 2022). Entrepreneurial opportunities An entrepreneurial opportunity includes a set of ideas, beliefs, and actions that make it possible for them to create future products and services in the absence of current markets. Identifying an entrepreneurial opportunity is the understanding of the possibility of creating a new business or specifically improving the existing situation of a business in such a way that leads to a new profitability potential. In other words, identifying an entrepreneurial opportunity is the ability to identify a good idea and turn that idea into a business concept that has value and economic returns (Scott & Scott, 2016). Panahi et al, (2024) investigated the impact of entrepreneurial intention on students' entrepreneurial behavior regarding the moderating role of fear of failure and economic literacy. The results of the research showed that the variables of independence, innovation, and risk-taking of students have a positive and significant effect on entrepreneurial intention. Also, entrepreneurial intention has a positive and significant effect on entrepreneurial behavior. The fear of failure variable has a negative adjustment of the relationship between intention and behavior, and the economic literacy variable has a positive adjustment on this relationship. The research findings show the important role of personality traits on entrepreneurial intention and the importance of moderators introduced to fill the gap between entrepreneurial intention and behavior. Fries & Jilnek (2023) investigated the psychology of entrepreneurship: action and process in a research. This study reviews entrepreneurial psychology research in the last decade; and focuses on two key themes in entrepreneurship research: action, and process. By combining action and process in a model of entrepreneurial psychology, the process model presents the theory of entrepreneurial action, which is used as a guiding framework for investigation. Theories of action are discussed, such as cause/effect, bricolage, theory of planned behavior, and action theory. In addition, they adopt a process perspective to discuss the antecedents of actions in terms of cognition, motivation, and emotions; and how they develop during the entrepreneurial process. The results of the research showed that the action theory process model is a useful starting point for explaining the psychological dynamics of entrepreneurship. Research methodology The research method is applicable in terms of purpose, and qualitative in terms of its implementation. The statistical population of the research includes 17 managers and experts active in the field of entrepreneurship, and the sampling was done in a purposeful and snowball manner, and the interviews continued until reaching theoretical saturation. The data collection tool is a semi-structured interview. Data-based method was used to collect and analyze data. Research findings Data analysis and pattern design were done in three stages of open, central, and selective coding. For data analysis, MAXQDA 18 software was used for coding. In the open coding stage, 305 preliminary codes were identified out of the analysis of the interviews. In the second stage; core coding based on research findings, the concept of entrepreneurial opportunities was chosen as the core phenomenon. Causal conditions were placed in the form of seven categories: unexpected events, changes based on industry and market structure, shortage based on methods, contradictory situation, change based on values and knowledge, new knowledge, and demographic characteristics; and the four main categories were selected include organizational strategies, market related strategies, business strategies, and effective performance management. Intervening factors were identified in two strengthening and weakening categories. Capital, corporate factors, social learning, gathering and studying information, individual characteristics, and social factors were determined as the background factors of entrepreneurial opportunities. Finally, the consequences of predictors of entrepreneurial opportunities were determined in two categories: financial and tangible, and non-financial and intangible. Conclusion The current research was conducted with the aim of designing a model of predictive factors of entrepreneurial opportunities in international companies. The results of this research are in agreement with the results of Panahi et al, (2024), Fries & Jilnek (2023), Abadeh et al, (2022), BurujAli (2022), Jaber et al, (2022), Doanh (2021), Bazkiaei et al, (2020), Hamzeh Ni Tehrani et al, (2022), Ghanizadeh et al, (2020), Zivodar (2019), Ahmadi et al, (2018), and Vaghely & Julien (2015). Hamzeh Ni Tehrani et al, (2022) in their research confirmed the factors of personality characteristics and environmental factors as strengthening factors in discovering entrepreneurial opportunities. Effective strategies on the discovery of entrepreneurial opportunities were also, by identifying sixty-five concepts, placed in the form of six sub-categories and four main categories of organizational strategies, market-related strategies, business strategies, and effective performance management. According to the results of the research, the following suggestions are presented: - continuous monitoring of changes and trends in society; these changes, which are influenced by social and economic factors and government policies, create new challenges and opportunities for companies that can make the best use of these opportunities with careful planning; - Creating an open communication channel in the company environment; If there is no open communication in the workplace, people's creativity will be damaged. To bring innovation to the workplace, employees must be informed that the door is always open for discussion

Abstract Abstract
The purpose of this research is the role of different emotional states of customers on the preference of choosing (type) of food. The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section. Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.
Extended Abstract                                          
Introduction
One of the important features of emotions for both researchers and providers of goods and services is that they are said to be triggered by events that occur in the environment and depend on social and interpersonal dynamics (Tombs & Tuzovic, 2013). Food preference is the study of those factors that influence choice. Taste preferences that influence food choices vary among individuals depending on many factors such as culture, learning experiences, and genetics. The first level of information that determines whether to consume or avoid a food is conveyed through sensory stimuli. Sight, smell, and taste, as well as the perception of temperature or texture, provide this basic information. Next, post-digestive effects such as satiety and memory affect appetite and taste preferences (Bouchard & Ordovas, 2012). Regarding the amount of food eaten, previous studies have shown that people consume more food when experiencing positive and negative emotions compared to when they are not experiencing any emotional fluctuations. Specifically, obese individuals often show greater food intake when experiencing negative emotions. Some researchers have found that negative emotions lead to overeating, while others have reported the opposite trend. As a result, the amount of food received is more or less influenced by negative emotions. The effect of emotions on the type of food eaten has also been documented (Chao et al, 2015). Therefore, the main question of the research is: What is the role of different emotional states of customers on the preference of choosing (type) of food?
Theoretical Framework
The excitement of food
Different types of emotions, such as negative and positive emotions in previous researches, along with emotions triggered by certain food items, as well as previously experienced emotions that create specific results in consumers, such as customer satisfaction and product choice, have been investigated. Accordingly, eating is thought to be a response mechanism, particularly to negative and positive emotions. Excessive and unhealthy food consumption behavior is one of the main drivers for the growing epidemic of obesity and overweight worldwide, which makes it a serious health threat worldwide (WHO, 2020).
The importance of excitement in choosing food
As a reaction to the cognitive evaluation of environmental stimuli, emotion is an integral part of human behavior and performance (Adolphs et al, 2019). Emotions affect human behavior in different ways and can affect food consumption and food-eating decisions regarding the amount and time of certain foods (Ha & Lim, 2023).
The role of positive emotion in food choice
 Although research often highlights the link between negative emotions and eating, positive emotions have also been found to influence food consumption. For example, Evers et al, (2013) suggest that positive emotions play an important role in food consumption as much as negative emotions. Using a study, they found that specifically in everyday life, more snacking appeared when experiencing positive emotions, leading to higher caloric intake as a response to positive emotional arousal.
The role of negative emotion in food choice
Negative emotions have an effect on food choices. People turn to different foods when dealing with different emotions. Increased food consumption in emotional and psychological conditions such as stress may have a negative effect on health. An unbalanced diet may promote many chronic diseases such as obesity, diabetes, high cholesterol, high blood pressure, heart disease, and stroke (Konttinen, 2020).
Ogundijo et al, (2022) investigated factors affecting food choices and consumer purchasing habits in an English university setting. They showed that the choice of food has a lot of complexity. Food selection factors vary depending on life stage, and the strength of a factor varies from one individual or group of individuals to another. In this case, background factors affect the decision of choosing food. Depending on changes in lifestyle, food choices are becoming more complex, and consumers are faced with making informed decisions based on more diverse factors. Among the background factors influencing the choice of food based on the findings of this research in different emotions are culture, previous experience of food consumption, and health knowledge of food consumption.
Crina Petrescu et al, (2020) showed in their study that customers mostly use freshness, taste and appearance of food to evaluate food quality. These researchers showed that the health of food also includes ingredients, information on nutrients and information related to additives, and environmental effects in terms of packaging, authenticity of food, and production method.
Research methodology
The current research is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of execution. The statistical population of the research in the qualitative part includes 26 people from the food consumers of restaurants and food courts in shopping centers of Tehran (Arg, Kurosh, Palladium, Sana, Iran Mall, etc.), and sampling was done in the targeted manner; and the quantitative part includes 448 persons who, like the qualitative part, were selected randomly available from the consumers of food. The research collection tool is a semi-structured interview and a questionnaire taken from the qualitative section
Research findings
Data-based theory and MAXQDA software were used for data analysis, and multivariate analysis and structural equations were used in the quantity part. The results showed that there are two components in the experienced excitement: positive emotion, and negative emotion; and for background factors, three components of culture, health knowledge, and previous experience; and five components for food selection conditions in positive emotional conditions; and five components for negative emotional conditions have been identified. The results have shown that people go to different foods in different experienced emotions (positive and negative), and different characteristics of food (texture, color, temperature, aroma, taste) played an important role in their choice in both positive and negative emotions. On the other hand, background factors also affect the conditions of food selection and people have chosen food based on texture, color, temperature, aroma and taste in negative or positive emotional conditions.
Conclusion
The current research was conducted with the aim of the role of different emotional states of customers on the preference of choosing (type) of food. The results of this research are in agreement with the results of Ebrahimi et al, (2023), Ogundijo et al, (2022), Olegario et al, (2021), Mohammadi et al, (2022), Ebrahimi et al, (2021), Crina Petrescu et al, (2020), Lefebvrea et al, (2019), Mantau et al, (2018), and Frayn et al, (2018). Ogundijo et al, (2022) showed that food selection is highly complex. Food selection factors vary depending on life stage, and the strength of a factor varies from one individual or group of individuals to another. In this case, background factors affect the decision of choosing food. Depending on changes in lifestyle, food choices are becoming more complex, and consumers are faced with making informed decisions based on more diverse factors. The background factors influencing the choice of food based on the findings of this research in different emotions include culture, previous experience of food consumption, and knowledge of food consumption health.
According to the present research, the following suggestions are presented:
It is necessary for restaurants and food courts to include a variety of foods that can respond to different emotions (negative and positive) of people in their daily menus for breakfast, lunch and dinner, because sometimes people go to the same foods in negative and positive emotional conditions.

Abstract Abstract
The purpose of this research is to identify the factors influencing the creation of brand identity in the banking industry of Iran. According to its purpose, the research method is applicable, and in terms of implementation, it is qualitative and based on the case study approach. The statistical population of this research includes Iranian banking industry experts who were senior managers of Bank Mellat in Tehran. The number of 23 experts who had sufficient knowledge and expertise in the field of brand was selected by judgmental sampling and snowball method, and data collection was done using semi-structured interview tool. The interviews were continued until theoretical saturation was reached, and the text of the interviews were analyzed and coded using the MAXQDA 2018 software. Data analysis led to the identification and extraction of research findings including 130 primary codes, 33 concepts, and 10 categories. Based on the results of this research, the categories of goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial power, visual identity, and verbal identity are identified as the important factors affecting the creation of identity in the banking industry of Iran.
Extended Abstract                                          
Introduction
One of the fundamental concepts in the field of brand is the issue of brand identity. Brand identity affects business performance, employees' recognition of the organization, and the special value of the brand (Fan, Hsu & Xiaofeng, 2023). This phenomenon is initially formed at the business level and needs to be recognized, received and accepted by customers (Liu, Hsu, Fan, 2020). Brand identity determines both the goals of the brand and the paths to be followed by the organization (Krissanya & Widyaningsih, 2023) and tells stakeholders what is unique about the brand (Sarasvuo, Liljander & Haahtela, 2023). Brand identity and brand image are two important components related to the brand; brand identity determines what the brand talks about, and brand image tells how the brand is heard by customers (Clottey, Gyampoh & Anaba, 2023). In service organizations and especially banks, employees' attitude and behavior play an important role in the bank's performance, and employees are the main link between the brand and customers by responding to customers' requests (Lee, Hsiao & Chan, 2019). Today, due to the significant increase in competition among banks in the country, most banks seek to create a unique position for their brand in order to be distinguished from other competitors. One of the most basic concepts related to branding is the creation of brand identity; therefore, having a desirable brand identity can be considered an effective differentiator. The main problem of this research is to identify the factors that influence the creation of brand identity in the banking industry of Iran.
Literature
The brand identity expresses the ideal characteristics that the brand intends to provide to the customers. In other words, brand identity is what the brand has promised to deliver to the market (Behrozi & Sohrabi, 2022). The visual identity of the brand includes items such as the brand logo, product and packaging, buildings, clothing and appearance of employees, and other such items. A brand logo is a sign that consists of a unique combination of letters, fonts, shapes, colors or symbols, and its purpose is to visually identify the brand (chernev, 2018). Significant increasing of competition in the business domain has led to the boost and growth in establishing, maintaining and expanding brand communication with customers has been growing. On the other hand, the widespread use of information technology in businesses has created new ways to communicate with customers (Farmani, Ghaffari & Zandi, 2020). A sustainable brand identity emerges from the actual organizational identity and the culture in which the brand concept is institutionalized (Andersen et al, 2023). Since the way employees deal with bank customers and the way they provide service to customers and even the way the employees dress and groom their appearance has an impact on how the bank's brand identity is formed (Behrozi & Sohrabi, 2022), therefore internal branding plays an important role in creating brand identity.
Clottey, Gyampoh & Anaba (2023) have conducted a research on the effect of brand identity and brand image on fashion entrepreneurs. The findings of the research show that the brand name affects the purchase decision of their customers, and the brand identity increases the awareness of investors and customers and customer loyalty. Also, the effect of brand image and brand identity such as logo, symbol, color and other things significantly affects customer loyalty.
Behrozi & Sohrabi (2022) in a research entitled "the role of perceived value and brand identity in improving customers' attitudinal loyalty" investigated 384 customers of Melli and Tejarat banks in Mazandaran province. The results showed that perceived value plays a mediating role in the relationship between brand identity and customers' attitudinal loyalty.
Rezaeian & Asgari (2021) in a research entitled "the effect of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand value" studied Digi Kala online store. The results showed that ethical marketing with the mediating role of brand identity variables and brand equity has a positive and significant effect on customers' repurchase intention.
Research method
 This research is applicable in terms of its purpose, and qualitative in terms of execution method, and is a case study type. Field method was used to obtain data, and semi-structured interview tools and in-depth interview sessions were used to collect data. The statistical population of this research was the senior managers of Bank Mellat as experts in the banking industry. 23 of these experts were selected and interviewed by judgmental and snowball sampling methods. MAXQDA 2018 software was used to analyze the content of the interviews.
Research findings
At the beginning of the analysis, the researcher has started to code the interviews in order to obtain the effective factors on the creation of the brand identity. Primary codes with common meanings are placed together and create concepts, and a category is formed from the combination of several concepts. In the first stage of coding, 130 primary codes were identified; then these codes were categorized into 33 concepts and 10 categories. Based on the analysis, the factors affecting the creation of brand identity in the banking industry (the same categories found) are: goals and strategies, structure and processes, human resource management, organizational culture, internal branding, communication, banking services, financial strength, visual brand identity, and verbal brand identity.
 
Discussion
This research was conducted with the aim of identifying the factors influencing the creation of brand identity in the banking industry of Iran. The results of this research are aligned and somewhat consistent with the findings of researchers such as Daneshgar et al, (2020), Yazdanshenas et al, (2022), Sharma et al, (2022), Krishna & Kim (2021), and Chung & Byrom (2021). The goals and strategies that a bank undertakes directly affect the creation of its brand identity. The flexibility of banks' structure can play an important role in a bank's brand identity. The way managers interact with employees is one of the things important in the field of organizational interactions. Organizational culture is defined by concepts such as the attitude and behavior of employees as well as the attitude and behavior of managers. Internal branding activities, focusing on employees, try to introduce the main concepts, essence, values and functions of the organization's brand to them, so that employees can have a correct understanding of their organization's brand. Communication with society and customers, maintaining human values and respect for customers by branch employees, as well as close interaction with customers by managers can strengthen the bank's relationship with its customers. The diversity of banking services and the provision of innovative and high-quality services to customers can create the brand identity of a leading bank. Also, the financial ability to grant large facilities is a factor that explains the bank's brand identity in the society. The tone of the brand in direct and indirect interactions, including the types of advertisements in different media, the type of brand slogan, the way of addressing the society in different media and choosing the right words and expressions, induces the brand identity of a bank to the audience. The characteristics of a bank's buildings, from the extent and number of its branches to the beauty of the facade of the building and the signs of the branches and the interior of the branches, express the visual identity of the bank's brand.
Based on the results of the research, it is suggested that banks create their desired brand identity by creating a competitive advantage via focusing on providing services needed by customers and also by improving the level of customer orientation by employees. Strategies such as cost management and the growth of Rial and foreign currency incomes, attracting low-cost bank deposits, facilitating the provision of services to customers are among the important things in creating a professional brand identity for the bank. Improving leadership qualities and knowledge of human resources in managers is also a requirement for creating brand identity in banks. Also, part of the bank's recruitment can be done with new mechanisms with the aim of attracting the country's scientific elites and using them in the direction of innovative and transformational movements in the banking industry. In the field of organizational culture, it is necessary to promote value-oriented behaviors based on concepts such as loyalty and commitment to the bank, customer-orientedness, honesty and ethics in dealing with customers and employees. Implementing various intra-organizational campaigns with the aim of disseminating brand concepts and values, causes employees to participate in brand-oriented issues and reward top employees increases the level of loyalty and belongingness of employees to their bank brand. It is necessary for banks to review their structure and remove and modify redundant parts as much as possible so that processes can be implemented more quickly and agilely. Focusing on the development of digital banking is also one thing that can be effective in creating and establishing a desirable brand identity in banks due to the promotion of issues related to digital transformation. In the field of visual identity, updating the bank's logo and font, significant change in the appearance of the branches, having an identifying color specific to a bank, and using uniforms for employees are among the important things to create a brand identity in a bank. Preparing and communicating a verbal standard for employees to communicate with customers can be effective in improving the brand's verbal identity.