Journal of value creating in Business Management

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

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

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

Abstract Abstract The purpose of this research is to design a model to evaluate the level of digitization of the innovation process centered on artificial intelligence in knowledge-based companies, so that the digital maturity of the innovation process in an organization can be measured. The results of 188 indicators were distributed in the form of a 5-point Likert questionnaire and by Delphi method in two times among 18 experts in this field. The result of the work was 5 components as input to the model, which was sent in the form of a questionnaire to 230 knowledge-based companies of Pardis Technology Park. 198 companies completed it and sent it back. From this number of samples, 150 data were separated for training data and 48 data as model test based on a random function. In the last stage, i.e. modeling, the adaptive neural-fuzzy inference method was used for the model. The method of grid separation or lookup table (PG) in MATLAB 2023 software was used to evaluate the performance of the model using root mean square, error (RMSE) and relative error (E). This research was able to provide an intelligent model with a very low error. As a result, it was able to achieve effective indicators in the degree of digitization of the innovation process. Extended Abstract                                           Introduction An innovation process, whether in its general form from the stage of idea formation to the stage of entering the market and commercialization, or in each of the parts separately, must be in such a way that it has the most productivity (efficiency and effectiveness combined during the process). Moving in this direction reduces financial, time and human costs. The relevance of innovation to ensure the competitiveness of companies has been confirmed among researchers and professionals (Schiuma, 2012). Also, innovation is a risky process that requires resources, competence, culture and attitudes that cannot even be promoted and managed easily (D'Este et al., 2012). Due to the mismatch in digital skills and awareness, employees are not able to understand the reasons and potential of implementing new technology and displacement. Therefore, the next challenge in the digital ecosystem is to promote and define conditions, roadmaps and management models for implementing digital innovation strategies, for managing digital knowledge and fostering continuous innovation (Nonaka & Takeuch, 2019). Innovation processes rely on external institutions, i.e. innovation intermediaries, research and development laboratories, or innovation centers (Corre & Mischke, 2005). Global and virtual competition, as well as the rapid development of digital technologies and solutions, raise efficiency standards, increase the speed of market dynamics, and reduce product life cycles (Schiuma, 2012). Each actor involved in innovation must be aware of the organization's vision, goals, and strategies in order to effectively contribute and generate value (Lianto et al., 2018; Nonaka & Takeuchi, 2019). To understand and effectively manage technology, codification and exploitation of generated knowledge, specialized skills and new governance models are required (Joshi et al., 2010). Theoretical framework Digital innovation process Completely rebuilding business around new opportunities and new demands is possible through digital technology. Eyring et al., (2022) in an article, mentioned these processes under the title of digitization. Digitization is a useful and effective necessity. It provides a vision of digital assets that offer opportunities to business or even to industry. Digitization sometimes reconceptualizes their products by serving a business model through their artifacts. Digital transformation describes a sometimes broad process of change that may have multiple goals, while innovation focuses on the moment of invention and the implementation of that invention. Innovation may cause fundamental changes and vice versa, but both are not synonymous. Advancement of digitization and digital changes may be started as an innovation action. This may be catalyzed by new business opportunities, but ultimately must reach beyond the innovation function to reshape the entire organization (Globe, 2018). Businesses need a dynamic tool to support their digital innovation management efforts. Artificial intelligence Artificial intelligence is sometimes called machine intelligence, refers to the intelligence shown by machines in various situations, which is in contrast to the natural intelligence in humans; in other words, artificial intelligence refers to systems that can react similar to human intelligent behavior, including understanding complex situations, simulating human thinking processes and reasoning methods and successfully responding to them, learning and having the ability to acquire knowledge and reason to solve problems (Teece et al., 1997). The scientific study of algorithms and statistical models are used by computer systems that use patterns and inference to perform tasks rather than using clear instructions. Machine learning is the science of making computers learn about a specific subject without the need for an explicit program. As a subset of artificial intelligence, machine learning algorithms create a mathematical model based on sample data or "training data" in order to predict or make decisions without overt planning (Du et al., 2019). Research methodology The sampling method was carried out in the form of theoretical saturation at the stage that no new material was obtained from the articles as a new index, and other indices were common in meaning and concept. In this study, Pardis Technology Park companies and its branches, including Azadi Factory and Hi-Wi centers were considered. Because these companies are active within the innovation ecosystem, they are familiar with the literature in this field, which facilitated the completion of the questionnaires. Questionnaires were sent through the Press Line program and within social network groups, and for some through phone and email. All these companies had the approval of knowledge-based company level 1 to 3 and the completers had educational qualifications of at least bachelor's degree to doctorate. After examining the opinions of the experts, it was determined that a consensus was reached by having an average above 4 for all indicators. In adaptive neural fuzzy inference, the network separation method or lookup table (PG) was used in MATLAB 2023 software. In this method, the number of membership functions is 5 functions representing very low, low, medium, high and very high. Research findings A number of 290 articles were selected among the whole, which had the citation higher than 1. The texts of these 290 articles were studied, and finally 149 articles related to the selected topic and the literature and background of this research were used. In fact, the general goal and main question of this research was to model the innovation process centered on artificial intelligence, was carried out successfully with a very low model error during the test. As a result of reviewing these 149 articles and specialized texts, 189 indicators related to the issue of digital innovation were extracted. As the next goal, 42 main and effective indicators were obtained from this literature Conclusion In addition to the main goal and special goals of the research that were achieved through the presentation of the model, by examining the relationships obtained according to the surface diagrams, the sensitivity and impact of each component can be determined. "Variables" in the output, i.e. the degree of digitalization of the innovation process were analyzed. According to the findings and comparing them with the background and findings of previous researches, it can be stated that the sensitivity rate and impact of input 1, that is, the benefit of digital technologies based on artificial intelligence, is more than the other 4 inputs on the digital level of innovation process, in the sense that having these technologies is the main axis. It is less effective to benefit from the output; and if it is not present in the laboratory, from other components. The lowest sensitivity and impact on the output in the model belonging to the third and fourth components, i.e. network and smart learning, were identified next to the component of benefiting from technologies, and this could mean that in the conditions of benefiting from digital technologies, according to the findings of the research, it is suggested to design the intelligent model of innovation in different industries and for each industry separately for future research. In the literature, researchers encountered a wide range of these digital innovation models such as banking, schools and institutions of higher education, health, etc. The second suggestion is that future researches can design a separate model for each of the input components so that the input component of this research is placed in the output position and the indicators determined in this research are used as their input. It is possible to design 5 other models according to the five components of this research, and connecting these models to develop a final and macro model can bring new achievements.

Abstract Abstract The purpose of the current research is to investigate the role of the perceived social responsibility of the company and the psychological mechanisms to achieve the employees' creative behavior in Electro Kavir Company of Yazd. The method of this study is applicable based on the purpose, and descriptive-survey in terms of data collection. The statistical population of this study included all employees of Electro Kavir Company in Yazd (380), among which 191 people were selected through simple random sampling as the sample size. The data collection tool in this research was standard questionnaires, the validity of which was confirmed using the opinions of a number of experts in this field, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool, and the analysis method used in this research was structural equation modeling technique. The findings showed that the perceived corporate social responsibility has a significant relationship with creative behavior of employees, emotional commitment, compassion at workplace and internal motivation of employees. Also, the variables of emotional commitment, compassion at workplace and internal motivation of employees have a significant relationship with creative behavior of employees. The mediating role of emotional commitment, compassion at workplace and internal motivation of employees in the relationship between perceived corporate social responsibility and creative behavior of employees was also confirmed. Therefore, according to the results of the research, it was found that by using the theory of social identity, the employees' understanding of the social responsibility of the Electro Kavir Company of Yazd increased the emotional commitment and compassionate actions of the company's employees, and this increased the effects of the internal motivation of the employees, and thus, the creative behavior of the company's employees increases. Extended Abstract                                           Introduction Today, in the dynamic business world, companies must promote creativity and innovation in order to remain competitive and stable in their industries, therefore both companies and employees are inclined to innovation and the personnel who, in order to achieve their goals, are aligned with the strategic goals of the organization are the most valuable employees, and their creativity is the basis of a company's success or failure and is considered as the most essential asset of a company; it strengthens the company's growth and increases its success and chances of survival and plays an important role in the company's performance (Audretsch, B. D., & Belitski, 2023; Fu et al., 2022: 1). And because employees are the main pillar of any organization, being creative and innovative of the organization depends on their creativity (Wang et al., 2019). Wang & Miao, (2015) showed in their research that creativity and innovation in organizational teams leads various processes of the organization to become more optimal, and influences the environment of the organization to implement creativity and innovation. Since creativity is important for organizational innovation and increases competitiveness, many researches have investigated individual and structural factors that may stimulate creative ideas in the workplace (Ganjaei & Hazrati, 2017:3). Therefore, as mentioned, the key to the success of many industries, including industries active in the electronics sector, is to provide creative products and services according to the different needs of customers, and since the creativity of employees creates competitive advantages for organizations, Electro Desert Yazd Company should also try to investigate the factors that increase the creative behavior of employees. Among the various results of scientists' research, the impact of employees' understanding of their company's social responsibility on employees' creative behavior has recently been the focus of researchers (Hur et al., 2018: 630). Therefore, in this research, the relationship between employees' understanding of the company's social responsibility and creative behavior of employees, as well as the basic mediation mechanisms of the three variables of emotional commitment, compassion in the work environment, and intrinsic motivation, which has not been addressed in any research so far, has been investigated and it tries to help the Empirical development in the literature. Therefore, this research in Yazd Electro Desert Company, which needs the creative behavior of employees to achieve a competitive advantage; tries to investigate whether the employees' understanding of the social responsibility of Electro Desert Company has increased the emotional commitment of the employees, and whether this increase in commitment has caused a compassionate behavior among the employees, and whether this has led to an increase in the internal motivation of the employees who want to behave creatively without external expectations. Theoretical Framework Creative behavior of employees Creativity is the use of mental ability to create a purposeful change in the social or economic power of the organization (Saleh & Brem, 2023). According to Anderson et al., (2014), creativity and novelty are the results of new ideas and improved tasks in the form of products and work processes, and employees of an organization should behave creatively in performing their role and extra-role tasks. Corporate social responsibility Corporate social responsibility is a way of management that organizations should perform activities that have a positive effect on society. In fact, Stuart and Salmon's attitude was based on the fact that they wanted to eliminate the negative effects of the organization on society and tried to change the attitude and behavior of consumers (Stuart, 1998). Fleming also pointed out that social responsibility is the responsibility of companies that companies should not have a negative impact on the social life in which they work. These duties include not polluting the environment; non-discrimination in hiring people; not engaging in unethical activities; Production of qualitative products and positive participation in the lives of people in society (Fleming, 2012). Emotional commitment Emotional commitment refers to a person's emotional attachment to the organization and its goals. In other words, emotional commitment is conceptualized as employees' emotional feeling of belonging to the organization, identification with it, and involvement and participation in the organization. People with strong emotional commitment did not leave the organization; because they like to be a member of the organization (Ahangary et al., 2016; Dziuron & Halaszovich, 2023). Compassion in the workplace Compassion in the workplace refers to a collective aspect, where people notice suffering among one or more colleagues, empathize with them, understand the cause of suffering, and finally take collective action to reduce suffering (Chatterjee et al., 2021: 2). Compassion can be described as a person's willingness to devote time and effort to the well-being of others (Chen & Liu, 2023). Intrinsic motivation Doing an activity in itself is called intrinsic motivation rather than the desire for external reward (Feiz et al., 2020: 149). Intrinsic motivation is defined as an individual characteristic in which a person has an internal motivation to achieve something for their own internal satisfaction, not for external benefits (Chen & Liu, 2023). Research Methodology Considering that, the present research sought to investigate the role of the perceived social responsibility of the company and psychological mechanisms (emotional commitment, compassion in the work environment and internal motivation) to achieve the creative behavior of employees in Electro Desert Company in Yazd city, it is practical in terms of the objective, and, descriptive-survey type in terms of the method of data collection. The statistical population of this research includes all the employees of Electro Desert Company in Yazd city, numbering 380 people, from which a sample size of 191 people was determined by using Cochran's formula. Of course, in this research, the method of obtaining the number of sample sizes in SmartPLS3 software, which uses the partial least squares technique, was also investigated; its method is such that the number ten is multiplied by the number of indicators of the measurement model, which has the most indicators among the measurement models of the main research model (Davari & Rezazadeh, 2014: 75). It should be mentioned that in the present study, the highest indicator is related to the variable of emotional commitment, which has eight items and ten times it, the number becomes 80, so the sample size is sufficient for the research model. The tool for collecting information in this research was standard questionnaires; and the questionnaire of perceived social responsibility of the company from the study of Su & Swanson, (2019); Questionnaire of creative behavior of employees from the study of Hur et al., (2018); Emotional commitment questionnaire from the study of Meyer & Allen, (1997); Compassion in the workplace questionnaire from the study of Cameron et al., (2004); and internal motivation questionnaire from the study of Hur et al., (2018) were used, the content validity of which was checked and confirmed by management professors and experts. Both divergent and convergent validity index and factor loadings were also used to check the validity; and the reliability of the research instrument was calculated and confirmed by two methods, Cronbach's alpha coefficient and composite reliability. Research Findings The analysis method used in this research to test the research hypotheses was the structural equation modeling technique, and the research findings showed that all the values ​​obtained for the fit indices are acceptable. The findings regarding the hypothesis test showed that the perceived social responsibility of the company has a significant relationship with Creative behavior of employees, emotional commitment, compassion in the work environment, and internal motivation of employees. Also, the variables of emotional commitment, compassion in the work environment, and internal motivation of employees have a significant relationship with the creative behavior of employees, and finally the mediating role of emotional commitment, compassion in the work environment, and internal motivation of employees in the relationship between the perceived social responsibility of the company and the creative behavior of employees was confirmed.. Conclusion The present study was conducted with the aim of investigating the role of the perceived social responsibility of the company and psychological mechanisms (emotional commitment, compassion in the work environment, and intrinsic motivation) to achieve the creative behavior of employees in the Electro Desert Company of Yazd. This research tried to investigate, according to the theory of social identity and self-determination, how the macro concept of social responsibility of Electro Desert Company can directly and indirectly affect the micro concepts, such as compassion, commitment, motivation and creative behavior of employees. Therefore, according to the results of the research, it was found that by using the theory of social identity, the employees' understanding of the social responsibility of the Yazd Electro Desert Company increased the emotional commitment and compassionate actions of the company's employees, and considering that a company with social responsibility, pays attention not only to It internal stakeholders, but to external stakeholders such as customers, society and even its environment, and works for their interests; therefore, such a company that prefers the interests of the whole over personal interests, causes employees to be encouraged, do not consider only their personal benefit, and find their job attractive and meaningful to help the society; and this strengthens their internal motivation, and they don't need external rewards to be motivated; thus, the ethical participation and social responsibility of Yazd Electro Desert Company instills a sense of respect and trust among the employees, and by using the self-determination theory, it in turn has a positive effect on the internal motivation of the employees, and thus, the creative behavior of the employees of this company increases.  

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

Abstract Abstract The main purpose of this research is to provide a destination branding model based on the nostalgia of the tourism industry, so the current research is in the field of applied-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. The statistical sample in the qualitative section includes 30 academic and market experts related to the tourism industry, which was purposefully non-random and finally reached theoretical saturation with the number of 30 semi-structured interviews. In the quantitative part, the statistical population includes all tourists of Tehran province in 1401, from which a sample of 384 people was selected. The data collection tool in the qualitative part includes a semi-structured interview and in the quantitative part it includes a questionnaire from the qualitative phase. Data analysis was done in qualitative method with database approach and MAXQDA 20 software. Validation of the model was done with partial least squares technique and SmartPLS software. Based on qualitative analysis, the paradigm model of research in six dimensions of causal factors (sometimes from the destination brand, destination brand image, tourist relationship management, tourist participation), background conditions (tourism infrastructure), intervening factors (host tourism culture), strategies (branding) based on nostalgia), central phenomenon (tourism brand development) and consequences (tourist travel decision) were designed. Based on the results obtained from the validation of the model in the quantitative section, it was determined that the proposed model of this research has adequate validity. Extended Abstract                                           Introduction Today, tourism activity is considered as one of the most important and dynamic activities in the world, so that the number of foreign and domestic tourists and their income generation is constantly increasing at the global level. Identifying important and effective variables in the tourism industry is effective in changing the demand pattern of many countries. Therefore, tourism marketing and specifically, branding of tourist destinations has become one of the most key concepts in the field of tourism (Adachi et al, 2022). Creating a reliable tourism brand makes customers loyal to a specific tourist destination. In an age where the competition between agencies and tourism destinations has intensified more than ever, creating loyal customers has become the golden key to the success of companies active in the field of tourism (Suhartanto et al, 2022). However, the number of researches that have specifically focused on the impact of nostalgia on customer loyalty is not very high. On one hand, the relationship between nostalgia and loyalty to a tourist destination is not a linear and straightforward relationship, and undoubtedly other factors can also play a role in this relationship. Therefore, theoretical frameworks with more complexity and elegance are needed to explain the impact of nostalgia on loyalty. On the other hand, it should be kept in mind that despite the extensive domestic studies related to tourism marketing, the importance and role of nostalgia in the tourism industry has been given less attention, which explains the need to address this category. Therefore, considering the importance of the topic, the main question of the current research is, "How is the branding model based on the role of nostalgia on the tourist's travel decision in the tourism industry?" Theoretical Framework Tourism is the set of activities of people who travel to places outside the usual environment of their society; for leisure, entertainment, business or any other purpose and stay in that place for a while. The importance of tourism is due to the fact that this field is considered a dynamic, competitive and income-generating industry. A significant part of the budget of developed and developing countries is provided by the tourism industry. Many tourist countries adopt written strategic plans to improve their performance in this industry (Cheraghi et al., 2021). Some researchers have introduced tourism destinations as a complete concept with a definition; that is, destinations are places that have made a combination of tourism products and services consumed under the brand name of the destination. According to the definition of the World Trade Organization, a destination is a unique place where the visitor spends at least one night and presents tourism products such as attractions, support services and tourism resources with specific management, physical and administrative boundaries and a well-known image (Wang et al., 2022). Nostalgia can be a powerful motivator that can influence people's behavioral intention. Nostalgia is known as an internal motivation that makes a person look for a way to need to relive past experiences whose memories cause pleasurable thoughts and feelings (Jacobsen, 2023). Research Methodology The main purpose of this research is to provide a model of destination branding based on nostalgia and tourist travel decision in the tourism industry, so the current research is in the field of applicable-developmental research. Also, based on the nature and method, the current research is a descriptive-survey research with a mixed (qualitative-quantitative) approach, which is conducted cross-sectionally in terms of time. In this research, first, the initial research model was designed using the database theory, and then the obtained model (qualitative part) was subjected to validation using a field survey. The foundation data method and three stages of coding including open, central and selective coding were used to compile the initial model. The data collection tool included a semi-structured interview in the qualitative part, and a questionnaire from the qualitative phase (including 9 dimensions and 60 items) in the quantitative part. The statistical population in the qualitative section includes academic and market experts related to the tourism industry. The selection of 30 sample people was done purposefully and non-randomly, with the snowball technique. Determining the sample size in the qualitative section has been done with the number of 30 people in a semi-structured interview, based on reaching theoretical saturation. The statistical population of the quantitative research includes all tourists of Tehran province (unlimited society), which is selected using the formula of Kochran's unlimited society; a sample consisting of 384 people. Data analysis was done in both descriptive and inferential ways, and the bootstrap method was used by Smart PLS software to test the research hypotheses. The analysis in the qualitative section was done by MAXQDA 20 software. Research Findings Based on the selective coding results of the research, tourism infrastructures (including indicators of access to places of residence, transportation services of tourist destinations, access to various natural attractions, amenities and various tourism facilities) were selected as background categories in presenting the brand development model based on the role of nostalgia on the decision of the tourist trips in the tourism industry. Also, awareness of the destination brand, image of the destination brand, relationship management with tourists, and participation of tourists were identified as causal conditions in the model of destination branding based on nostalgia in the tourism industry. Tourism brand development (including tourism destination reputation indicators, tourism destination popularity, positive word-of-mouth advertising of tourism destination, etc.) were selected as the central phenomenon category in presenting the brand development model based on the role of nostalgia on the tourist's travel decision in the tourism industry. Brand nostalgia (including indicators of paying attention to emotional components and past experiences, creating cognitive and emotional connections, paying attention to the traditional culture of the tourist destination, the ideal self-concept of the tourist destination, etc.) were chosen as a category of strategies and actions in presenting the brand development model based on the role of nostalgia on the decision of the tourist travel in the tourism industry. Host tourism culture (including indicators of respect for tourists and hospitality, respect for different ethnic groups and beliefs of tourists, the spirit of accepting tourists, compliance with individual and social norms and values, etc.) were selected as a category of intervening conditions to present a brand development model based on the role of nostalgia on the tourist's travel decision in the tourism industry. Tourist travel decision (including indicators of planning to travel to a tourist destination, recommending others to travel to a tourist destination, etc.) were selected as the consequences category in presenting the brand development model based on the role of nostalgia on the tourist travel decision in the tourism industry. And finally, according to the qualitative part and the model presented using smart pls software, the relationship between the research variables, which was designed according to the model of the research assumptions, was examined and tested, and all the research assumptions were confirmed. Conclusion The results obtained in the first and second hypotheses show that brand awareness and brand image have a positive and significant impact on tourism brand development. Based on these findings, it is clear that in order to develop the tourism brand, it is necessary to provide proper information about the destination through different channels to increase people's desire to visit these areas. Also, the image that tourists keep of a tourist destination in their mind will also affect the development of the tourism brand. Research shows that people who have the desire to visit tourist destinations and buy from these destinations are more knowledgeable about tourist destinations than ordinary people. (Keskin et al., 2022). It is worth noting that in many cases it has been reported that creating a nostalgic feeling also improves the image of the tourist destination (Chi & Chi, 2022; Wang, 2022). In the third to fifth hypotheses, it was shown that nostalgia is influenced by factors such as brand development (branding), host culture, and infrastructure. As mentioned before, people feel very good about reminiscing; therefore, by inducing a sense of nostalgia in people, a big step can be taken in the direction of branding. Specifically in the field of tourism, if a tourist destination can evoke memories of the past among tourists, people's attitude towards the brand of that destination will improve significantly. Such a finding has already been reported by other researchers (Jiang, 2019; Christou, 2020). In the sixth and seventh hypotheses, it was found that the management of relations with tourists and the participation of tourists have a positive and significant effect on the development of the tourism brand. Tourist relationship management includes all the activities that a tourist center does to create a long-term relationship with customers. These communications include advertising, receiving feedback from customers, offering discounts, etc., and thus can lead to the formation of a powerful brand in the tourism market. On the other hand, branding in the modern era is a two-way relationship between the customer and the company, and without the participation of customers, the probability of success in branding decreases. Even today, the concept of value co-creation has been proposed, which shows that brand value is the result of continuous interaction between the brand and the customer, and without the participation of tourists, a strong brand cannot be created. The obtained results are consistent with the findings of previous researchers (Xu et al, 2023; Volgger et al, 2021). According to the result obtained about the effect of nostalgia on loyalty, it is suggested that tourism managers should first identify the factors that create a sense of nostalgia in tourists, and increase their intention to visit again by focusing on such factors.  

Abstract Abstract The purpose of this research is to investigate the presentation of the organizational team performance model with the approach of non-economic motives of organizational citizenship behavior in the municipalities of Tehran province. The current research is applicable in terms of purpose, and descriptive-analytical in terms of nature and method. The statistical population of the present study includes 100,000 employees of the municipality of Tehran province, which was determined 384 people due to the large sample size using the Morgan Karjesi table. Sampling was done by simple random sampling. The collection tool in this research includes a researcher-made questionnaire derived from the qualitative method. The reliability of the research was checked and confirmed using Cronbach's alpha criterion in SPSS software. PLS software was used to fit the conceptual model of the research. The findings of the research showed that the skills, expertise and resources of the organization along with the relevant components have an impact on the competitive environment of the organization. The findings also showed that the role of skill and expertise with a coefficient of 0.462 in the competitive environment of the organization is stronger than the role of organizational resources with a coefficient of 0.390, and the model has a good fit. Extended Abstract                                           Introduction Employee performance has always been considered as one of the main organizational resources by organizations due to the importance of human resources. A work team will be formed by putting the employees together. Work teams act based on the opinions of team's members; as a result, work teams will perform differently in different situations (Eskandar et al, 2020). Teamwork role in advancing the organization's goals of team building and work of the team helps to clearly outline the vision and common goals, and by creating a spirit of trust among human resources, the organization evokes a sense of commitment and responsibility. By emphasizing teamwork, the organization not only provides the spirit of cooperation and accountability, but also educates people who continuously seek to participate in decision-making, problem solving, and applying acquired knowledge and skills. Teamwork is the best method to provide high performance and team performance is evaluated through various criteria such as reducing errors, continuous quality improvement, increasing efficiency, and customer satisfaction (Abediyan et al, 2018). Based on the research, it is possible to examine the indicators of trust between team members, members' trust in the leader, participation and cooperation as effective factors on team performance. One of the issues raised regarding human resources is organizational citizenship behavior (Akbarimehr et al, 2020). Organizational citizenship behavior is a trans-role performance that includes more than the official roles of employees, i.e. voluntary and often unrewarded behaviors. A good citizen of the organization has a variety of behaviors such as accepting and assuming additional duties, following the regulations and procedures of the organization, maintaining and developing a positive attitude, and tolerating dissatisfaction and problems of the organization (Shamsi, 2020). Therefore, the researcher tries to answer the question: what is the model of organizational team performance with the approach of non-economic motives of organizational citizenship behavior in the municipalities of Tehran province? Theoretical Framework Team performance of the organization One of the most important characteristics of successful organizations is the tendency to team work and to revive the spirit of participation and constructive cooperation. Meanwhile, what helps organizations to increase their ability and face challenges is the formation of appropriate and effective teams. Team work is one of the most important facilitators in achieving positive and cost-effective results in the field of organization. Also, teams and working groups are a pleasant and acceptable mechanism for everyone to perform and complete tasks with more speed and efficiency in organizations (Makandi et al, 2021). By emphasizing on team building, the organizations can not only create and exploit multiple skills and spread the spirit of cooperation and responsibility, but also cultivate people who continuously seek to participate in decision-making and problem solving, and applying the acquired knowledge and skills (Nadi et al, 2017). Organizational citizenship behavior The study of people's behavior in work environments has been of interest to management science thinkers for a long time, and many studies have tried to classify behaviors and their causes. But a topic that has been raised in the last two decades and has attracted the attention of psychologists and sociologists in addition to behaviorists is organizational citizenship behavior (Ho& Li, 2020). Organizational citizenship behavior is a kind of valuable and useful behavior (Sadeghi ajeh, 2014) which includes diverse behaviors of employees such as accepting and assuming additional responsibilities, following the rules and procedures of the organization, maintaining and developing a positive attitude, patience and tolerating dissatisfaction and problems in the workplace (Qiu et al, 2019). Ghanbari & Ahmadi (2022) investigated the role of individual citizenship behavior in the organizational innovation of schools with the mediating role of knowledge sharing in primary school teachers. The results showed that individual citizenship behavior and knowledge sharing of teachers have a significant effect on the organizational innovation of schools at the level of 0.05. Individual citizenship behavior through knowledge sharing has a significant effect on the organizational innovation of schools at the level of 0.05. Also, individual citizenship behavior and knowledge sharing can explain 47% of the variance of schools' organizational innovation. Jafari & Jafari (2022) analyzed the effect of human capital on competitiveness in an article titled "Analysis of the effect of human capital on competitiveness in the insurance industry" (case study: Dana Insurance Company, Khorram Abad branch) with the structural equation modeling method. The results showed that human capital has a positive and significant effect on the competitiveness of Dana Insurance Company. On the other hand, by testing the hypotheses of the research, it was found that among the dimensions of human capital, the ability dimension of employees has a more positive and significant impact on competitiveness; therefore, human capital can be considered as a fundamental factor affecting the competitiveness of Dana Insurance Company, which increases its competitiveness. Research methodology The current research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes all the employees of the municipality of Tehran province, which has more than 100,000 employees. In order to estimate the appropriate sample size, the Morgan table was used, based on which, since the number of the statistical population is 100 thousand, the sample size was considered to be 384 people using the Morgan Karjesi table, and simple random sampling method was used. The research data collection tool includes a researcher-made questionnaire derived from the qualitative method Research findings SPSS and PLS software were used for data analysis. The findings of the research showed that the skills, expertise and resources of the organization along with the relevant components have an impact on the competitive environment of the organization. The findings also showed that the role of skill and expertise with a coefficient of 0.462 in the competitive environment of the organization is stronger than the role of organizational resources with a coefficient of 0.390, and the model has a good fit. Conclusion The current research was conducted with the aim of presenting the model of organizational team performance with the approach of non-economic motivations of organizational citizenship behavior in the municipalities of Tehran province. The results of this research corresponds with the results of SUKRESNA et al, (2021), Azila-Gbettor et al, (2021), Aghighi et al, (2020), Alfawaire & Atan (2021), Motiei et al, (2021), and Emeagwal & Ogbonmwan (2018). SUKRESNA et al, (2021) showed in a research that organizational citizenship behavior can mediate the relationship between the mental structures of organizational performance and employees' perceptions of their leaders, as well as their motivation to serve in the public sector. According to the present research, the following suggestions are presented: - Training employees to communicate well with others; - Skill training in using modern technologies and acquiring job skills and expertise; - The skill of employees in changing their role and giving energy to others and improving individual ability to influence decision-making; - Employees are employed as productive tools with motivation and talent in the organization; - Give importance to the team resources of employees in the organization;  

Abstract The purpose of this research is to examine the components of stakeholder participation to create value in the banking industry (the case study of East Azerbaijan Agricultural Bank). This research is developmental in terms of the goal, descriptive-exploratory in terms of the type of method, qualitative in terms of the method of collecting data, and meta-synthesis approach in terms of the method of conducting the research. The statistical population of the research includes 20 experts in the field of banking and stakeholder behavior analysis. The results showed that by using the scientific method of meta-synthesis and by reviewing published articles, the articles that dealt with the topic of business process integration were analyzed, and based on 27 selected articles, 37 indicators were extracted. In this study, 1009 articles and related researches in reputable journals were selected from citation profiles in the period before 2020. Finally, 11 cases were evaluated and identified, and the final framework was confirmed and identified by applying the total opinions of the experts, the components and indicators of the stakeholders' participation as 1- activity 2- resources 3- input/output 4- goal 5- time 6- technology 7- Laws 8- Beneficiaries (owner, executive, customer, and supplier). Extended Abstract                                           Introduction If organizations want to be successful in the long term, they should prioritize the needs and expectations of stakeholders. Stakeholders have right expectations and demands that should be taken into account. Therefore, the interaction and proper management of stakeholders should be an essential part of the management tasks of organizations, so that the management of public issues is defined as responding to the diverse stakeholders of organizations (Goldar et al, 2017). The need for stakeholder theory has been widely highlighted to develop sound strategies for a large organization. However, there is still a lack of popular visualization and application tools, and no unique approach is available to identifying and engaging stakeholders (Regge et al, 2018). In the complex and turbulent environment of the competitive market, organizations try to create a suitable position in the eyes of customers by providing distinct value propositions to customers. Meanwhile, an organization that is able to create a special value in the minds of customers will have a competitive advantage. This has prompted organizations to focus on the needs and demands of customers to supply special and distinctive products and services. No organization in the current era can satisfy customers by only using its special capabilities and facilities. Organizations are seeking to provide different products and services to customers by cooperating and participating with each other. In addition, organizations consider themselves responsible for their stakeholders and try to provide their desired value (Rahman Sarasht & Sheykhi, 2019). About the main nature of value creation in different stages of the value creation process, according to some researchers, potential value is hidden in the customer value statement of companies and organizations, and companies and organizations present to customers (Kikha et al, 2022). This hidden value is hidden in the essence of stakeholders' resources, which is used in the design of customer value options because it is not yet presented to customers in the real market environment and in the offers of companies and organizations. This is despite the fact that the scope of the customer's point of view is located where the hidden value of the company's and organization's market offers are objectified (Milles, 2017). Therefore, according to the issues raised, the present study intends to answer the question: what are the components of stakeholders' participation to create value in the banking industry in East Azerbaijan Keshavarzi Bank? Theoretical Framework Stakeholder The word "stakeholder" was used for the first time by the Stanford Research Institute. After the emergence of stakeholder thinking in this institution, for the first time in a report presented on planning in 1963 (Slinger, 1997), the Stanford Research Institute defines stakeholders as "people without whose support the organization would cease to exist." (Mainardes, 2011). Creating value The old view states that suppliers sell products or provide services; and customers buy them (Carroll & Buchholtz, 2006). But now, customers have the ability to communicate with manufacturers in each of the production stages, from design to its supply. This type of communication, as a mutual process, should result learning in both parties. In the other word, based on new approaches, customers and suppliers will have the possibility to create common value by cooperating with each other. Creating shared value is a type of marketing plan or business plan that emphasizes the creation and successive recognition of shared values ​​of the organization and the company and customers. Sheykh Beglu et al, (2021) reviewed the presentation of the stakeholder participation model in public policy making in the health system. The findings showed that by means of the theme analysis method, the theme network of factors affecting the participation of stakeholders was extracted with 103 basic themes, 20 organizing themes, and 5 inclusive themes. Then, by applying structural-interpretive modeling and establishing pairwise relationships, relationships between overarching themes were discovered and prioritized in four levels. As a result, the final model represents the levels of the framework of stakeholder participation in public policy, including the factors that form the basis of stakeholder participation, the conditions of interaction with stakeholders, the influencing factors of stakeholders, the operational conditions of stakeholder participation, and the results and consequences of stakeholder participation. Kajuri et al, (2021) examined the presentation of the value creation model for bank customers in the process of co-creation of brand value by bank customers (the case study of Shahr Bank). The results showed that the dimensions of the model include customer motivation, customer value, organizational factors, customer experience, customer loyalty and customer mental image; and the model has a good fit. Research methodology This research is developmental in terms of the goal, descriptive-exploratory in terms of the type of method, qualitative in terms of the method of collecting data, and meta-synthesis approach in terms of the method of conducting the research. The statistical population of the research includes 20 experts in the field of banking and stakeholder behavior analysis. Research findings Using the scientific method of metasynthesis and reviewing the published articles, the articles that dealt with the topic of business process integration were analyzed; and 37 indicators were extracted based on 27 selected articles. In this study, 1009 articles and related researches in reputable journals were selected from citation profiles in the period before 2020. Finally, 11 cases were evaluated and identified, and the final framework was confirmed and identified by applying the total opinions of experts, components and indicators of stakeholder participation as 1- activity 2- resources 3- input / output 4- goal 5- time 6- technology 7- rules 8- stakeholders (owner, (executor, customer, supplier). Conclusion The current research was conducted with the aim of investigating the components of stakeholders' participation to create value in the banking industry (the case study of East Azerbaijan Keshavarzi Bank). According to the obtained results, the current research is in line with the results of Sheykh Beglu et al, (2021), Kajuri et al, (2021), Fattahi & Rasulizad (2020), Seddigh et al, (2020), Bernadette et al, (2019), Shahmandi & Purajam (2019), Barzwar (2019), Esser & McNeill (2018), and Rukman (2017). Sheykh Beglu et al, (2021) investigated the presentation of the stakeholder participation model in public policy making in the health system. The findings showed that by means of the theme analysis method, the theme network of factors affecting the participation of stakeholders was extracted with 103 basic themes, 20 organizing themes, and 5 inclusive themes. Then, by applying structural-interpretive modeling and establishing pairwise connections, relationships between overarching themes were discovered and prioritized in four levels. As a result, the final model represents the levels of the framework of stakeholder participation in public policy, including the factors that form the basis of stakeholder participation, the conditions of interaction with stakeholders, the influencing factors of stakeholders, the operational conditions of stakeholder participation, and the results and consequences of stakeholder participation. According to the obtained results, the following suggestions were presented: - Organizations should try to adjust the output of processes as much as possible for the formation of other processes, and this will be the basis for integration between processes as much as possible. - Organizations should act towards the integration of goals by having missions, goals, plans and strategies aligned in all processes. - Regarding the time component, as a component that has a special effect on processes and their implementation, as well as their integration, especially in today's fast-paced world, paying attention to the time required to implement processes, the time required to change business processes and the implemented work, the time that the business process works without errors and the time required to communicate between the processes should be taken into consideration. - Based on the indicators of process automation level and the amount of attention to technology integration management, it is possible to help the integration of business processes to a great extent.

Abstract Abstract The purpose of this research is to design and validate value-based strategic marketing model in Iranian airlines. In terms of purpose, the current research is applicable, and is a mixed research (qualitative-quantitative), and the philosophy of this research is positivistic-interpretative with an inductive approach. The statistical population of the research in the qualitative part includes 10 marketing specialists of airline companies and university professors with trends related to the research topic, selected by the purposeful sampling method and the snowball method. The statistical population of the quantitative part also includes 520 commercial and marketing specialists of airline companies, among whom a sample size of 221 were selected using Cochran's formula, and by stratified random sampling. The data collection tool includes a semi-structured interview in the qualitative part; and a researcher-made questionnaire in the quantitative part. Data analysis was done by the data method of the Corbin and Strauss Foundation (2015) and using MAXQDA (2020) software in the qualitative part; SPSS and AMOS software were used and in the quantitative part. The research model was extracted based on identifying 1015 open codes, relating the codes to 215 concepts and 31 main categories (in 12 categories). The results of the research, in addition to presenting a comprehensive and new model for strategic marketing for Iranian airlines with a value-based approach, showed that in order to have a dynamic and successful marketing and achieve the goals of profitability, customer satisfaction and economic development of the society, Iranian airlines should adopt marketing and development strategies. Extended Abstract                                           Introduction Air travel creates many social and economic benefits for many different people, governments, national economies, large and small businesses, and travelers who simply want to visit family or enrich their lives by seeing new places and experiencing new cultures (IATA, 2022). The airline industry is one of the most competitive and capital intensive sectors in the world due to various factors such as low entry barriers and large number of airlines. This has led various airlines to propose or adopt strategies that help them gain a competitive advantage over their competitors (Garrett, 2019). Strategic marketing is the use of marketing disciplines to achieve organizational goals by developing and maintaining sustainable competitive advantage. It deals with high-level considerations, such as what markets to target, which services to offer, and how to price and promote them (Frederiksen, 2022). Researchers believe that the more organizations can gain a better understanding of customer needs as well as competitors' activities and factors affecting market conditions and information distribution at all levels of the organization, the more they will have the ability to survive in the competitive market. From a practical point of view, creating value for the customer becomes more important every day. Creating value for customers includes customer participatory behaviors and customer citizenship behaviors. Participatory behavior refers to the behavior and participation of customer information, accountability and personal interaction behaviors (Aroofarakh et al, 2023). Based on this, the current research is looking for an answer to this question: What is the design and validation of value-oriented strategic marketing model in Iranian airlines? Theoretical Framework Strategic marketing Current trends and forces in the 21st century encourage leading companies to define and apply comprehensive marketing concepts. Every decision and behavior in the framework of marketing activities is influenced by environmental factors. The most important feature of the environment is transformation and change. Strategic marketing is long-term marketing activities according to the marketing environment, which has long-term effects on the company and its future (Keller, 2017). Airlines It usually refers to an industry group that moves passengers or cargo through airlines. Airlines usually sell air tickets to their various destinations in a systematic way or allow them to create domestic and foreign tourism tours in the form of rental distribution between airline agencies (Halpern, 2022). Valorization The value creation process has moved from the traditional product and company-oriented perspective to the personal experiences of the consumer. Value creation and extraction is increasingly created through interactions between consumers and organizations, and value can be created through multiple elements such as price, quality, and location. Therefore, companies are responsible for determining the value delivered based on their strategies and shareholder values ​​(Tuominen & Matthyssens, 2022).  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. Wang (2021) has investigated the marketing strategies of Qatar Airways in a research titled "Understanding the strategy used by leading airlines". The results confirm that considering that the aviation industry is very competitive, it requires strong marketing strategies to create value and identify opportunities. The nature of services offered in the airline industry is attractive in terms of transportation, facilities, amenities and privileges. Companies must align themselves with specific segments or target customers based on capabilities and market dominance. Research methodology In terms of purpose, the current research is applicable, and is a mixed research (qualitative-quantitative); and the philosophy of this research is positivist-interpretative with an inductive approach. The statistical population of the research in the qualitative part includes 10 people from the marketing specialists of airline companies and university professors with trends related to the subject of the research, selected by the purposeful sampling method and the snowball method. The statistical population of the quantitative part also includes 520 commercial and marketing specialists of airline companies, among whom a sample size of 221 were selected using Cochran's formula and stratified random sampling. The data collection tool includes a semi-structured interview in the qualitative part, and a researcher-made questionnaire in the quantitative part. Research findings Data analysis was done through the data method of the Corbin and Strauss Foundation (2015) and using MAXQDA (2020) software in the qualitative part, and SPSS and AMOS software in the quantitative part. The research model was extracted based on identifying 1015 open codes; relating the codes to 215 concepts and 31 main categories (in 12 categories). The results of the research, in addition to presenting a comprehensive and new model for strategic marketing for Iranian airlines with a value-based approach, showed that in order to have a dynamic and successful marketing and achieve the goals of profitability, customer satisfaction and economic development of the society; Iranian airlines should adopt marketing strategies of development. Conclusion The current research was conducted with the aim of designing and validating value-based strategic marketing model in Iranian airlines. The results of this research are in agreement with the results of Gill (2020), Zhang (2020), Dini et al, (2018), Cobena et al, (2019), Wang (2021), Shafiei & Mirabi (2019), Camilleri (2018), Mikalef et al, (2020), IvyPanda (2021), Dewsnap et al, (2020), Day & Schoemaker (2020), Afshani & Hatefirad (2017), and Appel et al, (2020). Wang (2021) showed that considering that the aviation industry is very competitive, it requires strong marketing strategies to create value and identify opportunities. The nature of services offered in the airline industry is attractive in terms of transportation, facilities, amenities and privileges. Companies must align themselves with specific segments or target customers based on capabilities and market dominance. According to the results of the research, the following suggestions are provided: 1- It is suggested that Iranian airlines offer travel packages in the form of group and business trips with discounts on ticket prices and additional services such as carrying more luggage, boarding and disembarking from a separate gate, etc. This package aims to attract experts from industrial, commercial, academic groups, etc., who travel a lot, and can be effective in sales development. 2- In order to reduce costs caused by economic sanctions and improve the quality of airline services, it is suggested to cooperate with knowledge-based companies in the field of supplying and manufacturing aircraft consumable parts.

Abstract Abstract
The aim of the current research is to design a model for the development of women's employability capacity with an emphasis on the seventh development plan. This qualitative research was compiled using thematic analysis; in this research, using semi-structured interviews with 23 experts in the field of policy making, entrepreneurship and management, the findings were combined and the present model was designed. Based on this, by analyzing the content of the interviews using the Maxqda 2020software, the relevant dimensions and codes were extracted and the importance and priority of each was determined using Shannon's entropy technique. Based on the research approach, 34 concepts and 109 codes were extracted. Supportive policies, territorial development, skill capacities, entrepreneurship platform, explanation of women's employment document and educational system gained the highest importance coefficient. In this research, the development model of women's employability capacity was presented with an emphasis on the 7th development plan. Since a comprehensive model for women's employability with emphasis on the 7th Development Plan has not been presented so far, this research can be useful in promoting women's employment, social development, and job equality.
Extended Abstract                                          
Introduction
Employability is a measure that shows how desirable a person is among the workforce based on his skills and knowledge (van Harten et al, 2022). Employability skills are important because they make easier the people's recruitment for employers and increase their chances of getting and keeping a job (Chang, 2016; Abelha et al, 2020). According to the vision document of 2025, obtaining qualified and expert human resources is necessary to improve the country's position in the global economy. One of the most important criteria for measuring the degree of development of a country is the importance and prestige that women have in that country. The human development index for women in developed countries is 80%, in underdeveloped countries it is 60% for men, and in Iran, the index is 61% for men. Examining the causes of this difference in underdeveloped countries shows that in developed countries, most of this difference is caused by the level of employment and wages, while in underdeveloped countries, in addition to the differences related to the labor market, differences in education, health and Nutrition is also observed (Najirad et al, 2003). The general policies of the 7th Development Plan are priority of economic progress combined with justice. The goal of the 7th development plan in Iran is to achieve a fair economic progress with an average growth rate of 8% during the duration of the plan. The challenge of investigating the development of women's employment capacity with emphasis on the seventh development plan lies in the existing gender inequalities in the workforce. Women often face barriers to employment and career advancement, including limited access to education and training, discriminatory hiring practices, and unequal payment. The problem is that these barriers lead to underrepresentation of women in some industries and leadership positions, causing a loss of talent and potential economic growth.
The current research will be done with the aim of designing and explaining the development model of women's employability capacity with emphasis on the seventh development plan; a research that covers the existing research gap and will be useful in the development of literature in the research field. The main question of the research is raised as follows: What is the development pattern of women's employability capacity with emphasis on the 7th development plan?
Research literature
Employability is the ability of people to get a suitable job. The measurement of employability should be done by considering all dimensions (Delva et al, 2021). Lee argues that despite the existing notions, employability is not defined in terms of skills, rather learning plays an important role in this process and creates constructive experiences, so employability is defined as a learning process. Continuous learning continues even after employment. With this statement, Harvey aims to differentiate employability and how to measure it. Other definitions of employability are: 1. The ability to obtain primary employment; hence the interest in ensuring that 'key competences', career advice and understanding about the world of work are embedded in the education system. 2. The ability to maintain employment and "transition" between jobs and roles within the same organization to meet new job requirements. 3. The ability to obtain a new job if necessary, that is, to be independent in the labor market with the desire and ability to manage one's job transfer between and within work organizations using optimal effort. 4. A person's capacity to continuously develop and improve their skills to maintain relevance and attractiveness in the labor market (Gürbüz et al, 2022). Based on business strategies in sharing economies, learning job techniques and acquiring qualifications have a significant impact on the employability process. McQuaid and Lindsay (2005) have introduced two alternative views in the discussions related to employability. The first point of view is expressed based on the individual's personal abilities and talents. Another point of view considers the external factors of labor market organizations, economic and social conditions; and states that these factors may affect the probability of a person's success in getting a job and promoting his career. Employability is highly dependent on the analysis of job elements and describes people's attitude and perception of jobs and peers. Therefore, employability is the opportunity to obtain and maintain a job (Reilly et al, 2016).
Research methodology
The current research is based on qualitative research in the inductive paradigm and is applicable in terms of purpose. The statistical population of this research was experts and professors in the field of policy making, entrepreneurship and management; according to the purpose of the research, sampling was done in a purposeful way using the snowball technique and with the number of 23 people. The sample size was determined using the principle of theoretical saturation in such a way that no new factor was identified after interviewing the 21st and 22nd people, and the interview process ended with the 23rd person. The interviews were conducted face-to-face with open questions, and then, using the coding process, the components of the women's employability capacity development model were identified with an emphasis on the seventh program. Based on this, by analyzing the content of the interviews using the 2020 Maxqda software, the relevant dimensions and codes were extracted and the importance and priority of each was determined using Shannon's entropy technique.
Research findings
According to the analysis of the interviews, the categories were written in the form of references. Based on the analyzes conducted with the help of the theme analysis method, a total of 34 concepts and 109 codes were discovered and labeled for the components of the development of women's employability capacity with emphasis on the seventh program in this research. Based on this, the policy makers and those in charge of employment in the country should acquire recognition and detailed knowledge of the components of the development model of women's employability capacity with emphasis on the 7th development plan, such as support policies, challenges related to gender discrimination, territorial development, need assessment, value chain analysis, strategic alignment, dealing with island thinking, talent management, skill capacities, strategic balance, entrepreneurial platform, governing management structure, formation of think chambers, explanation of women's employment document, cognitive complexity, synergy, policymakers' attitude, knowledge sharing culture, empowerment, integration mechanisms, focus on core issues, community employability culture, networking, honoring the status of women, professionalization, decentralization, job-employee fit, cultural enrichment, information platforms, educational system, financial support, cognitive flexibility, control and supervision system and economic infrastructure. Supportive policies, territorial development, skill capacities, entrepreneurship platform, explanation of women's employment document and educational system gained the highest importance coefficient.
Conclusion
The seventh program is the development of the fourth paragraph of Iran's 20-year vision document; it is the first program in line with the realization of the declaration of the second step of the Islamic Revolution, and the first program that, for the realization of justice in the area of ​​the land, has made the approved documents the basis of an integrated approach to the land, and paid serious attention to and focus on the key issues with a problem-oriented approach; and in this program, the government's priority programs are clear and can be cited in the program due to the existence of the People's Government Transformation Document. The axes of public culture enhancement in consolidating Iranian Islamic lifestyle, national identity promotion, national solidarity and trust, women's growth and prosperity, family institution consolidation, social health promotion and social damage prevention are emphasized in this program in order to be properly introduced into macro policies. In this program, emphasizing the need to create platforms for women's employability, the undeniable role of women in the development of knowledge-based economy and job creation has been emphasized. Therefore, the existence of a model in order to improve the employability capacity of women can reveal various aspects of this matter and be an important step in achieving the planned goals. The findings of the research, such as communication skills and technical skills as the codes of the category of skill capacities, are in line with the research results of Movahedi et al (2019). Also, the educational system is consistent with the research results of Ricci et al (2021), Hassan et al (2020), Wu (2019), Faulkner et al (2019). The research findings in the field of information platforms are consistent with the research results of Hassan et al (2020), Pappas et al (2018) and Movahedi et al (2019). The findings of the research in the field of the ruling management structure are consistent and compatible with the research results of Movahedi et al (2019). The development of employability capacity should be done at the local level first and according to geographical needs. It is suggested that the coordination deputy of economic affairs of the governorates conducts a detailed analysis of the local conditions and uses the capacities of the employment trustees of the provinces, such as agricultural jihad, industrial towns, industry and mining organization, and banks. Obviously, due to the requirement of economic institutions to respond to this deputy at the provincial level, the approvals of this deputy are mandatory. The Supreme Council of Employment, as the official authority for dealing with employment challenges, should place the issue of women's employability among its work priorities.
 

Abstract Abstract The purpose of this research is to design a strategic model of online banking relational marketing in the fourth industrial revolution with a data-based approach. The research method is applicable-developmental in terms of its purpose, and exploratory in terms of its nature. The statistical population of the research included 11 experts from the banking industry, and the sampling was done in a purposeful and snowball type. Data-based theory was used to collect and analyze data. 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 showed that emerging behaviors and new developments in relational marketing are key causal conditions, while the development of relational marketing components, customer behavior changing, and the fourth industrial revolution were identified as ground conditions. This study also showed the need for banking transformations, external disruptions, relationship management and human capital transformation, and barriers to online banking as intervener factors. Tactical transformative programs in the open banking system, using customer data for banking strategy, opportunism and loyalty with a constructivist perspective were identified as effective strategies. The consequences of this model include the transformation of the banking system and new banking, investing in new forms, increasing income by aligning online services, and managing relationships with virtual customers. Extended Abstract                                           Introduction The first industrial revolution changed life and economy in general and changed the agricultural economy to an economy in which industry and machines are dominated by humans. Oil and electricity facilitated mass production in the second industrial revolution, and information technology was used to automate production in the third industrial revolution. Finally, in the fourth industrial revolution, attention was paid to increasing the cognitive power of human productions and this power was strengthened (Xu et al., 2018). Considering the fourth industrial revolution and the decline of traditional marketing and the emergence of relational marketing, organizations are determined to create strong links with their customers by using relational marketing strategies. Relational marketing is today's business art (Talari & Khoshroo, 2022). Online banking relational marketing is one of the important factors in the fourth industrial revolution. Due to the advancement of information and communication technology, banks need to find new ways to attract and retain their customers. In this regard, the use of online relational marketing methods can be effective in providing customers with a positive banking experience. Currently, the business environment is witnessing deep and fundamental changes, and many experts in the field of business and economics believe that this evidence indicates the beginning of a new era, the fourth industrial revolution (Basyazicioglu & Karamostafa, 2018). The first industrial revolution changed life and economy in general and changed the agricultural economy to an economy in which industry and machines are dominated by humans. Oil and electricity facilitated mass production in the second industrial revolution, and information technology was used to automate production in the third industrial revolution. Finally, in the fourth industrial revolution, attention was paid to increasing the cognitive power of human productions and this power was strengthened (Xu et al, 2018). Based on this, the current research is looking for an answer to this question: What is the strategic model of online banking relational marketing in the fourth industrial revolution with the data-based approach?  Theoretical Framework Relational marketing Relational marketing consists of Creating, maintaining, and promoting relationships with customers and stakeholders of the company, which is achieved through building trust as a result of fulfilling obligations. In fact, relational marketing is defined as a type of marketing that attracts, develops, maintains, and promotes relationships with customers. The rationale for using relational marketing is that it forces the company to focus on the long-term financial benefits that can occur when a customer first enters the organization, and this is because acquiring new customers for the company is 5 to 10 times more expensive than retaining existing customers (Ghosal et al, 2020). Principles of marketing in the fourth industrial revolution Apart from the design principles of the fourth industrial revolution, marketing throughout the new industrial revolution has been accompanied by redefined marketing principles based on connectivity, communication, and collaboration in the digital ecosystem. Unlike traditional marketing, where marketers and organizations are in control, Industry 4.0 requires that all stakeholders—including customers, business partners, and suppliers—in the digital ecosystem be treated equally (Ramadhani et al, 2019). The main empowering technologies of the fourth industrial revolution in marketing Emerging technologies provide opportunities for companies to change their practices and adapt them to customer demands and expectations. Therefore, with new technologies in Industry 4.0, companies can achieve the sustainable competitive advantage needed for better market positioning and performance (Jančíková et al, 2019). Pfajfar et al, (2022) conducted a research entitled the value of corporate social responsibility for multiple stakeholders and social impact - relationship marketing perspective. The results confirm a positive relationship between employee-oriented CSR and the perceived usefulness of CSR actions for society, customers, and employees (but not suppliers). Differences between small and medium-sized companies and large B2B companies are observed with contrasting perceptions of relationship quality antecedents and outcomes. Rosário et al, (2022) conducted a research titled Industry 4.0 and Marketing: Towards an Integrated Future Research Agenda. This paper shows that there are several research avenues for marketing researchers to conduct research in, but the most important areas are the five principles of marketing in Industry 4.0: collaboration, dialogue, co-creation, recognition, and connection. Future research should focus on the quantitative study of these five principles. Research methodology The research method is applicable-developmental in terms of its purpose, and exploratory in terms of its nature. The statistical population of the research included 11 experts from the banking industry, and the sampling was done in a purposeful and snowball type. Data-based theory was used to collect and analyze data. 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 showed that emerging behaviors and new developments in relational marketing are key causal conditions, while the development of relational marketing components, customer behavior changing, and the fourth industrial revolution were identified as ground conditions. This study also showed the need for banking transformations, external disruptions, relationship management and human capital transformation, and barriers to online banking as intervenor factors. Tactical transformative programs in the open banking system, using customer data for banking strategy, opportunism and loyalty with a constructivist perspective were identified as effective strategies. The consequences of this model include the transformation of the banking system and new banking, investing in new forms, increasing income by aligning online services and managing relationships with virtual customers. Conclusion The current research was conducted with the aim of designing a strategic model of online banking relational marketing in the fourth industrial revolution with the data-based approach. The results of this research are in agreement with the results of Pfajfar et al, (2022), Rosário et al, (2022), Talari & Khoshroo (2022), Adetyoa et al., (2021), Zalkani Andarvar (2021), Mohammadi fateh et al, (2022), Najafzadeh Ziaodin et al, (2021), Mosavi et al, (2020), Vazifehdoust et al, (2017), and Kosiba et al, (2018). Mohammadi fateh et al, (2022) showed that the technologies of the fourth industrial revolution are big data, biological identification system, fraud detection technologies, contactless ATM, data mining, cloud computing, marketing, versatile channel, artificial intelligence, fintech, biometrics, blockchain, intelligent social networks, artificial neural networks, remote monitoring technologies, commercial Internet of Things, and digital account, respectively. Then, by these experts, the application rate of these technologies is specified in four areas of banking, i.e. marketing, human resource, risk management, and customer orientation in a three-level spectrum (low, medium and high). According to the opinion of experts, all the identified technologies have medium to high application in four areas of banking. According to the results of the research, the following suggestions are presented: It is suggested that online relational marketing is one of the important aspects of banking in the fourth industrial revolution. Online relational marketing can improve customer loyalty. To manage relationships with virtual customers, banks must use the principles of marketing in the fourth industrial revolution, including collaboration, dialogue, co-creation, recognition and connection. These principles create an innovative approach to the marketing mix under new conditions in the fourth industrial revolution.  

Abstract Abstract Today, customer participation in branding through brand co-creation behavior is one of the most important concerns and challenges of industries in this field. To achieve this goal, it is very important to pay attention to the concept of gamification. This research seeks to investigate the effect of gamification on customer brand co-creation behavior regarding the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness. The study focused on the customer base of Snapp and TAPSI brands within the city of Isfahan. Given the challenges in determining the exact number of customers and their statistical data, a convenience sampling approach was adopted, resulting in a sample size of 306 individuals. The extensive nature of the target population, combined with restricted access to the entire community, necessitated the use of this accessible sampling method. To collect data, standard and researcher-made questionnaires were used. Data analysis with SmartPLS software shows the positive and significant effect of gamification on customer brand co-creation behavior, partial mediating role of consumer engagement variable, positive moderating effect of hedonic and innovativeness, and finally confirming the moderated mediation. Findings indicate that both Snapp and TAPSI's applications incorporate elements of gamification, such as game mechanics and dynamics. Given the significant role of gamification in enhancing brand value co-creation, it's recommended to conduct a detailed analysis of how each gamification component—dynamics and mechanics—is utilized within these platforms to identify areas for improvement. Furthermore, acknowledging the influence of consumer personality traits, like hedonic and innovativeness, as moderating factors, can offer valuable insights. This understanding could guide the developers of ride-hailing applications in tailoring and evolving their platforms through the strategic use of various gamification elements, tailored to customers segmented by these personality traits. Extended Abstract                                           Introduction Brand Co-creation is a type of cooperation and personal interactions between consumers and companies to create shared experiences and ultimately value creation, which requires the use of techniques to engage consumers with the desired brand (Merhabi, et al, 2021). In the virtual businesses, consumer engagement is a useful tool for understanding how companies and customers interact to co-create value (Storbacka et al., 2016). Consumer engagement actually includes the organization's relationship with its customers beyond trades and transactions (Leclercq, et al., 2018). With the increasing growth of the Internet and related technologies, the brand concept has changed, and today the value of online brands has grown significantly (Jalali, 2021). Today, researchers use game-based platforms to engage consumers and engage them in the brand. These gamified platforms enable companies to provide a compelling experience to stakeholders and thereby create, maintain, and develop customer engagement over time (Breidbach, et al, 2014). Benefits such as increased organizational performance (Bawa, 2023), increased efficiency (Tuna, 2023), improved training experience (Trinh, et. al, 2023), increased consumer engagement, sales, and increased brand favorability (Öztürk & Hersono, et. al., 2023; Mariyum & Qazi, 2023), improving concentration and learning (Mazlan, et al., 2023) are among the most important advantages of this technique; as a result, it can be used to strengthen brand co-creation behavior. To increase the effect of gamification on consumer engagement, the level of novelty and pleasure seeking of the consumer can be effective and somehow moderate this relationship. Among internet businesses, car internet request systems are one of the pioneers in this field, and several companies have been able to take a significant share of intra-city transportation (Zarei et al., 2020). Considering the importance of online transportation and the special position of the customer in this industry, the current research aims to answer the research question: “How does the effect of gamification on the brand co-creation with the mediating role of consumer engagement and the moderating role of consumer hedonic and innovativeness?” Theoretical Literature Brand Co-creation: Co-creation is considered a social and collaborative process in which two or more parties interact with each other to create value (Iglesias, 2017). Co-creation has 4 aspects: 1- exchange of ideas, 2- access, 3- transparency, and 4- risk. The exchange of views shows that co-creation includes interaction and deep involvement on both sides (company and consumer). In a social commerce platform like Facebook, on the pages of different brands, consumers interact with each other as well as with the target company to post their opinions, suggestions, and experiences (Siano et al., 2022). Gamification: Gamification is the process of adding game elements to a non-game situation. Gamification has been defined as "the use of thinking and game mechanics to engage users and solve problems". (Zichermann & Cunningham, 2011). Gamification refers to transforming activities, systems, services, products, or organizational structures to afford gameful experiences (Huber & Ropke, 2015). Consumer engagement: Consumer engagement is a state of being occupied, fascinated, or immersed in something (meaning constant attention) that ultimately creates a certain attractive or repulsive force (Higgins & Scholer, 2009). Consumer engagement is defined as “behavioral manifestation of customers towards a brand or company, beyond purchase, caused by motivational stimuli”; these demonstrations include actions such as: positive word of mouth advertising, providing recommendations and supporting other customers. Consumer engagement is “a psychological state that occurs through the interactive and creative experiences of a customer with a focal agent or object (such as a brand) in a focal service relationship” (Brodie et al., 2010). In fact, consumers produce different types of value for themselves by involving their resources such as time, knowledge or social capital in the context of innovation. Therefore, it can be concluded that they are part of the value co-creation process (Leclercq et al., 2018). Consumer innovativeness: Consumer innovativeness refers to the willingness of consumers to buy new and different products and services instead of staying in the previous and current choices and patterns, and in fact, consumers who have a great desire to accept new products and services to meet their needs are considered innovative. Researchers recognize innovativeness as an important personality trait in consumer behavior (Kim et al., 2020). Basically, consumers who have a high degree of novelty are naturally curious and enjoy creative discovery (Aidi, 2024), and as a result, they tend to accept new products and services. Consumer hedonic: Hedonic value is considered as one of the main characteristics influencing consumer repurchase intention (Fang et al., 2011; Kim et al., 2020). Hedonic value is the overall evaluation of the empirical benefits (e.g. entertainment) that the consumer can have during the purchase process. Enjoyment can become a basic condition that motivates to perform shopping activities (Bical & Ispir, 2021). Research Methodology This research has a paradigm of positivism, quantitative approach, and survey strategy. The statistical population of the study is the customers of Snap and TAPSI brands as the most popular online transportation platforms. Due to the indeterminacy of the sample size, the available sampling method and the sample size of 306 people were selected. Due to the large size of the target community and the lack of access to all members of the community, it was not possible to fully investigate the members of the community, which is why the accessible sampling method was used. In order to remove the limitations of available sampling, it has been tried to distribute questionnaires at different times and places in Isfahan city. To collect data, standard and researcher-made questionnaires were used. Questionnaires were provided to the statistical community in both paper and electronic form. The variables examined in the questionnaire included gamification, brand co-creation, consumer engagement, consumer hedonism, and consumer novelty. To evaluate the validity of questionnaires, in addition to face validity, factor validity was used in the form of convergent and divergent validity. To assess reliability, in addition to Cronbach's alpha, a composite reliability index was also used. In order to analyze the data, structural equation software was used. Smart-PLS software was used to fit the model. Research Findings In order to test the hypotheses or conceptual model of the research, smart-PLS 3 software was used. The research results indicate a significant and positive effect of gamification on brand co-creation (B=0.332, t=5.834). Also, the results of the research showed that consumer engagement plays a mediating role in the relationship between gamification and brand co-creation (B=0.372, t=8.554). In the relationship between gamification and consumer engagement, the consumer hedonic and innovativeness variables play a moderating role. The path coefficient of the consumer innovativeness is equal to (-0.092), and its test statistic is equal to 2.014; which shows the negative effect of this relationship; since the test statistic is more than the critical value (1.96), it can be said that this effect is significant. Also, the path coefficient of the consumer hedonic is equal to (0.046) and its test statistic is also equal to 1.96; which shows the positive effect of this relationship; since the test statistic is equal to the critical value (1.96), it can be said that this effect is significant. In general, it can be said that all research hypotheses have been confirmed at the 95% confidence level. Conclusion Considering the importance of online transportation and the sensitivity of this industry to customer behavior, the effect of gamification on customer brand co-creation behavior was investigated in this research. The results showed that gamification has a positive and significant effect on customer brand co-creation behavior. Therefore, the result of examining this hypothesis is in line with researches of Nobre & Ferreira (2017); Merhabi et al., (2021); García-Magro et al., (2023); Martín-Peña et Al., (2023). This result is because gamification provides a platform for developing interaction with the brand and improving relationships; through fun, challenge, continuous experiences, and brand participation. In this way, it provides opportunities for consumers to participate in the brand co-creation. The result of examining the hypothesis of the mediating role of consumer engagement in the relationship between gamification and brand co-creation has also been confirmed. In other words, consumer engagement plays a mediating role in this relationship. The result of examining this hypothesis is in line with researches of Rather et al., (2023a); and Rather et al., (2023b). By involving consumers in the brand, gamification causes more participation of consumers in the brand co-creation, creating cooperation, and ultimately more consumer loyalty. In the relationship between gamification and consumer involvement, the consumer hedonic and innovativeness variables play a moderating role. Thus, at higher levels of consumer hedonic and innovativeness, the effect of gamification on consumer involvement will be greater. This issue is indirectly mentioned in the research of Kim et Al., (2020). Hedonics increases the overall evaluation of experiential benefits (e.g., entertainment) when using a service or product. Also, it causes the customer's emotional state to overcome him in the purchase, and a higher level of this dominance can lead to a higher effect of gamification on consumer engagement. People with novelty characteristics tend to buy new and different products and services instead of staying in the previous and current choices and patterns. In other words, novice- who are open to experiences based on the Neo personality model - show less desire to be loyal to a brand, and because of their willingness to diversify, they are less involved in a brand. In general, it can be said that gamification by creating an attractive environment in online car applications can engage the customer for a longer time, and more involvement of the customer can lead to his co-creation behavior. The effect of gamification on consumer engagement can be moderated depending on the hedonic level of the individual. Many people are pleasure-seekers and will stay engaged with a topic for a long time if the gamification is done right. Also, in the case of novelty, if the expansion of the variety of gamification elements and innovation in their creation can keep people with high novelty characteristics loyal to using the service, these things should be considered by decision-makers in designing applications. In order to improve brand co-creation behavior, in addition to creating the chance of customer participation in branding through the creation of a customer club, the possibility of giving feedback to customers and viewing it by others, the possibility of transferring experiences, suggestions, and criticisms; it is necessary to focus on strengthening gamification.  

Abstract Abstract
The purpose of this research is to present a model of portfolio management in investment funds based on behavioral financial variables. The method of this research was applicable in terms of purpose, and of descriptive-survey type. The statistical population of the research includes 10 experts who have a PhD. degree in financial management or accounting and university professors. The method of data collection was a researcher-made questionnaire and analyzed using structural and interpretive modeling. The results showed that in the first level, the most effective components included: control of the fear of surviving profit, normalization of conservative behaviors, and control of regret-avoidance behaviors. In the second level, the components influencing the first level, i.e. paying attention to self-control behaviors, having a written investment strategy, paying attention to the principles of mental accounting; and in the third level, the components influencing the second level, which include behavioral optimism and pessimism, Paying attention to risk-averse and risk-taking behaviors and, controlling mass behaviors; and the most effective component at the fourth level includes the effect of inclination. In the Mik Mak model, most of the variables were also included in the linked variables, which have a strong influence and also a strong dependence force.
Extended Abstract                                          
Introduction
The behavior of investors as those who seek to optimize profit, omniscient, and infinitely rational, is difficult to understand in the real world. Even assuming that investors are aware of everything, the fact that they may have to interact in information search processes and that they may have rational limitations has been ignored (Barasud & Zamardian, 2019). The uncertainty in analyzing investment risk against expected market returns means that portfolio management has been a thoughtful challenge for portfolio managers. Fund managers should change their portfolios at regular intervals and should add a tendency style. Portfolio management is the allocation of assets, diversification and rebalancing of assets up to higher than the limit set. Asset allocation is the division of assets in the portfolio between risky and risk-free asset classes. Typically, investing requires the careful design of an investment policy statement that appeals to the unique needs of investors. Diversification is sharing risk and reward across asset classes because it is difficult to determine which particular subset of assets is likely to perform better than another. Therefore, diversification is a process of expanding the number of assets in a portfolio in order to minimize investment risk (Doeh Agblobi et al, 2020). Thus, in this research, the researcher intends to answer the basic question: what is the model of portfolio management in investment funds based on behavioral financial variables?
Theoretical Framework
Portfolio management
Portfolio management is the art and science of deciding on investment texture and strategy, matching investments with objectives, allocating assets to individuals and institutions, and balancing risk against performance (Bkhit, 2019).
Behavioral finance
Behavioral finance studies how psychological phenomena affect financial behavior. Financial behavior studies how people behave in determining financial matters. Behavioral finance is a new theoretical branch in finance that is defined by combining the knowledge of psychology, sociology and other social sciences (Meisa Dai et al, 2021).
Investment funds
On the other hand, in most of the developed countries, investment funds are considered as the central core of the capital market and they direct huge amounts of wandering capital to the productive and active sectors of the society every month. By adopting appropriate policies, these funds can play an essential role in reducing inflation, increasing production, and improving the efficiency of managers. Fortunately, the investment funds industry in Iran was established in 2007 with a delay of several decades, but with a lot of acceptance from the investors. Considering the irreplaceable role of these funds in allocating optimal financial resources in the capital market, evaluating the type of transactions in these companies and the effect of their type of ownership on the type of transactions of these financial intermediaries can provide valuable information to investors (Shams & Esfandiari Moghadam, 2016).
Bennett et al, (2023) mentioned that it was implemented as a behavioral finance approach for pricing decentralized financial assets. They found that decentralized finance provides a better explanation of asset pricing in rapidly evolving markets than traditional financial theory. Investor attention, sentiment, discoveries and biases, and network effects interact to form a highly volatile and dynamic market.
Keshavarz et al, (2021) in a research on investment strategies based on technical indicators: evidence of behavioral reactions of investors in the Tehran Stock Exchange. The results showed that according to the coefficient of variation and the correlation test, the results indicate that the indicators of moving average, exponential moving average, and relative power, compared to other indicators, are more indicative of the behavioral reactions of investors.
Research methodology
The method of this research was applicable in terms of purpose, and of descriptive-survey type. The statistical population of the research includes 10 experts who have a PhD. degree in financial management or accounting and university professors. The method of data collection was a researcher-made questionnaire.
Research findings
Data analysis using structural and interpretive modeling. The results showed that in the first level, the most effective components included: control of the fear of surviving profit, normalization of conservative behaviors, and control of regret-avoidance behaviors. In the second level, the components influencing the first level, i.e. paying attention to self-control behaviors, having a written investment strategy, paying attention to the principles of mental accounting; and in the third level, the components influencing the second level, which include behavioral optimism and pessimism, Paying attention to risk-averse and risk-taking behaviors and, controlling mass behaviors; and the most effective component at the fourth level includes the effect of inclination. In the Mik Mak model, most of the variables were also included in the linked variables, which have a strong influence and also a strong dependence force.
Conclusion
The present research was conducted by presenting the model of portfolio management in investment funds based on behavioral financial variables. The results obtained in this research is aligned and in the same direction with the results of Bennett et al, (2023), Fuladi et al, (2021), Keshavarz et al, (2021), Sajid (2021), Leković (2020), Lotfolah Hamdani (2020) and Asadi Qarajalo & Abdo Tabrizi (2019). Bennett et al, (2023) mentioned that it was implemented as a behavioral finance approach for pricing decentralized financial assets. They found that decentralized finance provides a better explanation of asset pricing in rapidly evolving markets than traditional financial theory. Investor attention, sentiment, discoveries and biases, and network effects interact to form a highly volatile and dynamic market.
Therefore, it is suggested to investigate the effects between these variables using structural equation models in future researches. Also, other methods of uncertainty modeling, including fuzzy DEA, should be used to model these indicators.
 

Abstract Abstract The purpose of this research is to investigate the identification of effective factors on the distribution strategy in the food industry from the point of view of online marketing and sales. This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Extended Abstract                                           Introduction With the growth and expansion of technology, companies have turned to using online methods and channels to sell products and distribute them. The important point is that using online methods is not a substitute for traditional distribution and sales methods; and is used alongside them. In order to apply these methods correctly, strategic marketing planning must be done in businesses, and this has a great impact on pricing and sales (Chen et al, 2021). One of the important issues in production and marketing is how and when to transfer the produced goods to the final consumer. A product may have a good rating in terms of quality, but if it is not offered to the target market at the right time and place, it will lose its usefulness. Therefore, deciding on the way to transfer goods to the place of purchase or consumption is one of the important decisions that the marketing manager faces. These decisions are important in at least two aspects. First, they have a direct effect on other strategic marketing planning decisions, including pricing policy, advertising, packaging, etc., and secondly, the company has to adhere to and remain committed to these decisions for a long time, because the establishment and development of the optimal distribution system takes several years and cannot be changed easily (Barabian & Armon, 2023). Today, due to the multitude and variety of distribution channels, one of the challenges of marketing managers of food industry companies is to choose the right channels, how and how much to use each channel so that the produced goods are offered to the consumer at the lowest cost and at the right time and place (Sharifi & Sharifi, 2022). What is important in the distribution network of goods in a country is the transfer of goods with the least cost and time, along with compliance with the necessary standards to maintain the health of the goods and finally respect the rights of consumers. The goods distribution network in Iran is facing various problems and challenges. The excessive number of trade unions at the traditional retail level, the number of trade unions without business licenses, the prominent share of the unorganized sector compared to the organized distribution and sales network, the lack of benefit from new tools and methods of product distribution, and the lack of interest of the private and foreign sector to invest in modern distribution network are some of the most important challenges of distribution industry in Iran (Thomas, 2017). According to the preliminary review of the literature and the need for a detailed scientific study on how to choose a distribution channel strategy, we can point to this question: how is the identifying of the factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales? Theoretical Framework Distribution channels Distribution channel or marketing channel is the path that goods or services take to reach the ultimate user or consumer. This channel includes all the people who get the ownership of the goods and the people who help to transfer them. The people who are involved in the transfer of ownership of goods, from the producer to the consumer, are called intermediaries. In longer and more complex marketing channels, a class of wholesalers is responsible for larger regions or even countries, buying from manufacturers and selling to smaller wholesalers, sometimes called distributors (Ismailpour, 2017). Online sell Online selling combines the technical and creative aspects of the internet, including design, development, advertising and sales. The emergence of the internet has made it possible for almost everyone to sell their goods, products or services with just a few clicks from buyers. Internet marketing is essentially a continuation of traditional marketing in the past years. Selling through the internet can be beneficial for all small and large businesses. You only need to observe the points that form the core of internet marketing (Mojdkanlou et al, 2022). Riyadi et al, (2023) have conducted a study titled the effect of distribution strategy and price on purchasing decisions from retailers. This study showed that by changing distribution strategies by combining compact, exclusive and selective varieties; significant results were obtained in prices and purchasing decisions by customers. The main finding in this study was that the implementation of distribution strategies to adjust government policies was very effective in reaching customers in all corners of the city so that price adjustments and customer purchase decisions are made continuously. Cao et al, (2023) have conducted a study titled strategic analysis of the influence of distribution strategy on product line design with endogenous quality. By raising the question of whether to emphasize agents or to use wholesalers, the answer to this question depends on the distribution strategy. To solve the problem, a Stackelberg game model with endogenous quality, optimal production and pricing decisions of companies and platforms under different sales models was used. By comparing the equilibrium results, it is clear that both the company and the platform can benefit from product line expansion. When the profit sharing ratio of the platform is in a certain middle range, the company and the platform can agree on the distribution strategy. Also, even if there is no cost to extend the product line, the company will not choose to extend the product line when the platform receives a large portion of the revenue. Research methodology This research applicable-developmental is in terms of purpose, qualitative in terms of data collecting method, and a meta-composite approach in terms of the research implementation method. The statistical population of the research includes 12 university professors who are experts in the field of marketing management and distribution channels and have books or articles in this field, as well as theorists and researchers who have specialized studies in this field. Research findings This research was analyzed using the scientific method of metasynthesis and by reviewing the published articles; and 85 indicators were extracted based on 23 selected articles. Eventually, 16 components were evaluated and identified, and finally the ultimate framework was confirmed and identified by applying the total opinions of experts on the components of human factors, creating value for the customer, paying attention to the competence of managers, internal factors, external factors, management factors, opinion mining, digital marketing, environmental factors, content marketing, business strategies, complete knowledge of the internal and external environment, direct marketing, visual features, optimization, competitive performance. Conclusion The current research was conducted with the aim of identifying factors affecting the distribution strategy in the food industry with the attitude of online marketing and sales. The results of this research are in agreement with the results of Salimi & Hassani (2023), Assarian et al, (2023), Seifbarghy & Kafshian Ahar (2022), Honarmand (2022), Khoi & Jamili (2022), Bashokouh & Beigi Firoozi (2022), Haghighi Kaffash et al, (2021), Riyadi et al, (2023), Cao et al, (2023), Zhang et al, (2023), Sun et al, (2023), Wei & Dong (2022), Salimi & Hassani (2023), Wang et al, (2023), Assarian et al, (2023), and Chen et al, (2021). Seifbarghy & Kafshian Ahar (2022) showed that the integration and coordination of the manufacturer and retailer benefits all members of the supply chain and greatly increases the profit of the entire supply chain. According to the results of the research, the following suggestions are presented: - Examine the features, characteristics and benefits of their product in detail. This analysis includes checking the quality, capabilities, performance, adaptability to customer needs, and competitive advantages of the product. With a detailed understanding of product features and benefits, they can design unique strategies for marketing and selling their product. - They should define their target market precisely and separate its parts. They can pay attention to factors such as gender, age, geographical location, type of industry and other characteristics. By accurately defining the target market, they can design specific strategies for each customer group and improve the sales process.  

Abstract Abstract The purpose of this research is to design an entrepreneurial government model in attracting and recruiting public sector human resources (case study: Sistan and Baluchistan province). The present research is applicable in terms of purpose; and exploratory in terms of nature; and it is specifically based on structural equation modeling. The statistical population of the research is all human resource managers and experts in government organizations located in Sistan and Baluchistan province, whose number in 2020 is about 700 people, and the sample size is based on the rule proposed by Bentler and Chu (1987), based on which a total of 390 people were selected by simple random sampling. The collection tool in this research is a researcher-made questionnaire, taken from the qualitative part. In order to analyze the data, structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed that for seven hypotheses out of the total of nine formulated hypotheses based on the research model, no evidence of rejection at the 5% error level has been obtained, and it has a positive and significant effect, and also the results of the average common values ​​and the average values ​​of R Squares show that the value of GOF is equal to 0.790, which indicates the strong fit of the model. Extended Abstract                                           Introduction Human resources is the most valuable and important asset of an organization, and the individual and collective efforts of people are the result of the knowledge of thinking, creativity, and efficiency of human resource management that brings the organization closer or further away from the determined goals, and human resources management can play a key and vital role in the development of abilities and capabilities of the companies (Leroy et al, 2018); because it is almost impossible to achieve the goals of the organization without considering its human resources (Deljo et al, 2021). Therefore, the importance of human force management as the most prominent factor of competitive advantage in human resources management is effective directly in the efficiency and effectiveness of human resources (Soleimani Babadi et al, 2022). Today, entrepreneurship in the public sector has been able to improve productivity at various individual and organizational levels, which, of course, requires proper foundation. Therefore, currently, success belongs to organizations that establish a meaningful relationship between the managerial and entrepreneurial capabilities of their human and organizational resources (Kia Kojori & Ja'farian, 2012). In recent years, the strategic and potential impact of the process of recruiting and providing people has been increasingly noticed; because human capital as the main source of sustainable competitive advantage is being replaced by other forms of capital (Teimouri et al, 2018). Recruiting and finding the right people for the job is perhaps the most important topic that has been widely studied in the literature related to large and small organizations. The lack of qualified employees is not only a threat to the plans and development of the organization, but also the most important threat to the survival of an organization (Ahmadi et al, 2018). Therefore, how to select human resources in the organization is of particular importance (Farhi Bozanjani et al, 2012), and recruiting competent human resources that can perform properly towards the strategic goals of the organization is one of the most important duties of managers (Khaefelahi et al, 2014). Therefore, according to the importance and position of the subject, the main question that can be raised in this research is; What is the model of the entrepreneurial government in recruiting and selecting public sector human resources with a qualitative approach (case study: Sistan and Baluchistan Province)? Theoretical Framework Recruitment and selection of human resources The success or failure of the organization depends on how to attract and maintain its human resources. Also, choosing and employing the most qualified people in each job is considered one of the most important management issues and decisions. Recruiting and finding the right people for the job is perhaps the most important topic that has been widely studied in the literature related to large and small organizations. Although most small organizations do not have formal human resources departments, they all have recruitment and human resource policies. The lack of qualified employees is not only a threat to the plans and development of the organization, but it can also be the best threat to the survival of an organization (Ahmadi et al, 2018). Entrepreneurial government An entrepreneurial government organization means a major change in theory and practice, which by creating change and transformation in the government sector, improves the efficiency and effectiveness of government organizations. In other words, an entrepreneurial government is like a person who plans, gives, and implements new ideas in the government (Mili & Nasrullah, 2014). On the other hand, the entrepreneurial government is evaluated by change, innovation and reaching beneficial conditions and delivery of government services that complement the capital of society (Rajbar et al, 2019). A government entrepreneur is a person who undertakes the targeted activities of one or more government departments (Rajbar et al, 2019). Abidi et al, (2024) examined the purpose of the current research to identify and evaluate the components of human resource competence in the era of digital transformation. The results in the qualitative section showed that the competency of digital managers includes 7 components of individual factors, organizational factors, culture of change, digital attitude, communication factors, leadership and management, and technical and specialized factors. The results in the quantitative section showed that there is a significant correlation between all components. Also, among the components, the culture and change management component was given first priority. The results also showed that the research model has the required validity. Sarayani et al, (2024) examined the presentation of the model of recruitment and selection of public sector human resources with the entrepreneurial government approach. According to data analysis, 545 final codes were extracted through open coding and then, categorized using axial coding in the form of 121 concepts and 16 categories (contextual (environmental) factors, structural (organizational) factors, behavioral (content) factors, recruiting human resources, selecting human resources, identifying entrepreneurial opportunities in the public sector, exploiting entrepreneurial opportunities in the public sector, executive and managerial obstacles, political and legal obstacles, economic obstacles, cultural and social obstacles, combined selection with domination domestic resources in experience-based jobs, combined selection with external resources in knowledge-based jobs, individual consequences, organizational consequences, social consequences); and finally, in the selective coding stage, a process and multidimensional model is presented for the first time in the level of government organizations of Sistan and Baluchistan province. Research methodology The present research is applicable in terms of purpose; and exploratory in terms of nature; and it is specifically based on structural equation modeling. The statistical population of the research is all human resource managers and experts in government organizations located in Sistan and Baluchistan province, whose number in 2020 is about 700 people, and the sample size is based on the rule proposed by Bentler and Chu (1987), based on which a total of 390 people were selected by simple random sampling. The collection tool in this research is a researcher-made questionnaire, taken from the qualitative part. Research findings In order to analyze the data, structural equation technique was used using Lisrel statistical software and Spss statistical software. The results showed that for seven hypotheses out of the total of nine formulated hypotheses based on the research model, no evidence of rejection at the 5% error level has been obtained, and it has a positive and significant effect, and also the results of the average common values ​​and the average values ​​of R Squares show that the value of GOF is equal to 0.790, which indicates the strong fit of the model. Conclusion The current research was conducted with the aim of designing an entrepreneurial government model in attracting and recruiting public sector human resources (case study: Sistan and Baluchistan province). The results of this research are aligned with the results of Abidi et al, (2024), Sarayani et al, (2024), Gheiravani et al, (2023), Fazlali & Moazzami (2022), Munaty et al, (2022), Orakwue & Iguisi (2020), Moustaghfir et al, (2020), Hasanzade et al, (2020), Jalili et al, (2020), Noroozian et al, (2020), and Akhavan Kharazian et al, (2019). Hasanzade et al, (2020) showed that all recruitment processes in government organizations should have scientific and legal processes, so that in addition to reducing administrative corruption, employment justice is also established in the government departments of the province. According to the obtained results, the following suggestions are provided: 1- All recruitment processes in government organizations should have scientific and legal processes, so that in addition to reducing administrative corruption, employment justice is also established in the government departments of the province. 2- The content of all employment tests and interviews should include all the job requirements and content, as well as the evaluation of the entrepreneurial characteristics of the applicants, so that the predictive and concurrent validity of the measurement tools have the appropriate desirability so as to have the necessary capabilities to screen the applicants according to the entrepreneurial requirements at the level of government organizations of Sistan and Baluchistan province.

Abstract Abstract The purpose of this research is to provide a comprehensive picture of the status of the activities carried out in the field of brand image and to provide a scientific mapping based on international articles available in the Web of Science (WOS) database. Therefore, this research has been carried out as a scientometric study using scientometric indicators and network analysis method. In this regard, the researcher conducted a systematic study of research articles published between 1977 and 2023 and used VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation; the final analysis has been done on 521 articles. The results showed that the most research was in 2021 with 55 articles (13.8%), and America is the most active country in this field with 80 articles (20%). The focus of the keywords was first on the commercial image of the brand and consumer's behavior, and then it changed to the attitude and buying behavior of the consumer. This research was conducted with the aim of analyzing the intellectual paradigm and providing scientific mapping in the field of brand image, based on a systematic review of articles and using VOS Viewer software. The data analysis showed that the most research in this field was done in 2021. Also, the authors with the most researches were identified and introduced, and it was found that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors were recognized as the most important factors related to marketing and consumer behavior. Researchers can use these tools to increase the views of their articles. Extended Abstract                                           Introduction The brand is the basic asset of the company. Brands occupy a very special place in the lives of many customers. People are trying to generalize themselves by using brands and by consuming them (Asgari, Naghdi, 2011). Organizations have clearly increased the importance of the positive attitude of customers towards their products and brands, and this is a very vital role in attracting and maintaining customer satisfaction. The mental image of the brand is the result of the characteristics and experiences of the customers that determine the differentiation of the brands. Companies should identify the factors that influence the improvement of the mental image, strengthen the strengths, and remove the limitations. These measures improve communication with customers and increase brand appeal. The special importance of this is because the starting point of brand loyalty is brand awareness, and also, higher levels of brand awareness and a positive image of it in the mind increase the probability of choosing the brand and create more loyal customers. This is how the company's vulnerability to competitor's marketing actions is reduced (Yazdani Kachuei et al, 2022). In 1993, Keller defines brand image as "the perception of the brand formed by the association of brand-related meanings in the customer's mind" (Keller, 1993). Brand image is part of brand equity. Jandaghi et al., (2010) believe that the customer forms an image in his mind of the combination of all the signs sent by the brand, including the name, visible signs, products, advertisements, messages and official announcements, etc., and the positive image of the brand reduces the perceived risk, and increases the level of satisfaction and loyalty (Jandaghi et al, 2010). Customer loyalty is defined as bias towards a specific brand and behavioral response during a defined period of time, and it is decided as a psychological commitment (Behrozi, Sohrabi, 2022). A brand with a strong and positive image is more easily imprinted in the customer's mind and has more sales. A strong brand image gives customers confidence and influences customer decision-making (Divandari et al, 2011). Research has shown that factors such as trust, creative marketing, effective management, and customer satisfaction have an effect on the formation of brand image. However, a complete understanding of the effects of brand image in different environments and on types of consumers has not yet been obtained. The role of mass communication tools and social networks in brand image needs further investigation. Also, examining the long-term effects of brand image and its role in creating consumer trust and loyalty are topics needed for advanced research. A more accurate understanding of how brand image affects will help managers and marketers to make more correct decisions and improve successful strategies in the field of brand image. The main purpose of this review article is to comprehensively review international research in the field of brand image. This review approach analyzes and answers the question to what extent research on brand image deployment has changed and matured. The purpose of this article is to increase knowledge and transparency in the field of brand image and help managers, marketers and enthusiasts to make better decisions and improve brand image. Theoretical foundations Brand image Studying the literature and the background of the research around various research variables can provide a selected framework for the research, and by applying different theories in the field of brand, it can develop consumer behavior in relation to the concept of brand. Brand image is the customers' view of the brand and includes the features and information that a brand's product evokes in the customer's mind. This image shows the current characteristics of the brand, and should specify the purpose of the organization. The main elements of a positive brand can include logos, slogans and signs that reflect the organization's key values (Kim & Chao, 2019). Theorists believe that all products can be represented by applicable, symbolic, or experiential elements that create a brand image. Gardner and Levy (1955) first proposed the concept of product image and showed that products have different physical and social natures. Since then, this concept has been further explored in consumer behavior research. Brand image is rooted in customer consumption experiences, and the understanding of service quality is also derived from these experiences (Shirkund rt al, 2016). Brand image is formed over time and does not change easily. Sanobar and Khatami (2011) believe that the brand image is the first word that comes to mind when hearing the brand name (Sabobar, Khatami, 2018). Research background In a world full of choices, brands help consumers better evaluate products, especially when the products are complex or unknown. Making strong brands is one of the important goals of brand management so that brands can survive and be effective in markets for a long time (Iglesia et al., 2017). Numerous researches have investigated different aspects of the brand such as image, identity, personality, and psychological and behavioral effects of consumers. Quaid Amini and colleagues (2022) showed that brand image and loyalty have an effect on brand equity and consumer buying behavior. Asgari and Naqdi (2022) showed that brand personality and goodwill play a role in the effect of social responsibility on repurchase intention. Margarita and Rodgia (2021) found that brand experience, image, and trust can increase customer loyalty. Sudino et al., (2020) also confirmed the effect of brand experience on trust and repurchase intention. Kong (2020) showed that brand satisfaction through trust has a positive effect on loyalty. Wahab et al., (2017) found the positive effect of brand trust, image, and advertising on consumer loyalty and purchase behavior. Emron (2018) also showed that the image, trust, quality, and price of the product have an effect on consumer buying behavior. Despite these studies, the need for a comprehensive study that examines all dimensions of brand image and its effects on customer behavior is felt. By collecting studies, the current research identifies important areas in the field of brand image, and provides solutions for future studies. Research method The current research was conducted with the aim of analyzing the intellectual paradigm and providing a scientific mapping of international research in the field of brand image. This study was conducted on 521 articles in the WOS database based on the interpretative paradigm and systematic review method based on defined search terms. In order to achieve the goal of research and analysis of scientific productions in the field of brand image, the researcher systematically studied all research articles published between 1977 and 2023, and data analysis was done using VOS Viewer software. For data analysis, the selected researches were entered into the analysis process after screening in three stages; and from the perspective of the year of conducting the research, the co-authorship of the authors and the use of key words were examined. The findings After searching, screening and qualitative evaluation of studies, the final analysis has been done on 521 articles in the period from 1977 to 2023. The in-depth analysis of the selected articles showed that the most research in the field of brand image is related to 2021 with the number of 55 articles (13.819%). America is the most active country in this field with 80 articles (20.10%), followed by England with 42 articles (10.553%) and China with 38 articles (9.548%), respectively. Also, in the evolution of keywords, the primary focus has been on the commercial image of the brand and consumer behavior, and in the following years, it has reached the words attitude and consumer buying behavior, respectively. Discussion and conclusion Based on the results, it was observed that the most research in this field was done in 2021. Also, the authors with the most research in recent years were identified and introduced, and it was determined which authors have the most articles in the brand image. Also, the results showed that the most important keywords include brand image, purchase intention, and social responsibility of the company. Based on this, these factors can be called the most important factors related to marketing and consumer behavior. Researchers can check these tools in their research to increase the number of articles.

Abstract Abstract The purpose of the current research is to design a model of effective marketing capabilities based on communication (case study: National Drilling Company). The research method is applicable in terms of its purpose; mixed (qualitative-quantitative) in terms of execution method; descriptive-survey in terms of nature and method; and it is an exploratory study type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part by the questionnaire. Coding was used in the data analysis of the qualitative part, and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories, six dimensions of effective marketing capabilities based on communication were identified, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company, and external capabilities and communication as dimensions of effective marketing capability methods based on communication. Extended Abstract                                           Introduction Today, with the expansion of the globalization process, the increase in competition, the entry of various domestic and foreign companies, various products and the advancement of technology, it is difficult to maintain customer satisfaction and loyalty; therefore, it seems necessary to take advantage of marketing capabilities and strategies to survive in the competitive scene; because these two factors can provide a good foundation for improving the business performance of the company (Asgarnezhad Nouri et al, 2020). Both areas of marketing capabilities are very important and vital to achieve business success. Marketing capabilities are defined as the organizational ability to perform a set of tasks and affairs by using existing organizational resources to achieve the desired performance result (Herhausen et al, 2020). According to Guo et al, (2018), marketing capabilities improve an organization's ability to configure and effectively implement resources to create a sustainable competitive advantage. Therefore, marketing capabilities are a complex combination of organizational capabilities and resources, unique to an organization and difficult to be imitated by other organizations (Karamipur, 2023). In recent studies, marketing capabilities have been defined as the process of applying knowledge, skills, and organization resources to create added value for goods and services, meet competitive demands, and respond to market-related needs (Orak & Babaeezakilaki, 2015). The importance of learning processes in the development of marketing capabilities has been emphasized, especially when employees can quickly solve the company's marketing problems using their knowledge and skills. Marketing assets and capabilities are the foundation of business units; and customer relationship, production or promotion, and customer orientation are based on knowledge and process (Emami et al, 2022). Therefore, this research seeks to answer the question: What is the model of effective marketing capabilities based on communication? Theoretical framework Marketing ability Marketing capability is an integrated process in which companies use tangible and intangible resources to understand the complexity of specific customer needs, achieve relative differentiation in products for competitive advantage, and finally achieve appropriate quality. Marketing capabilities are integrated and coherent processes designed to apply the company's collective skills, knowledge and resources; and improve the value of the company's goods and services, and by means of these capabilities; the company is able to adapt to changing market conditions and use market opportunities to deal with competitive threats. Marketing capability indicates a company's specific abilities in identifying target markets, strategies and developing market mixes that maintain relationships with loyal customers (Zahiri et al, 2016). Aripin et al, (2024) investigated marketing capability and market ambiguity on the results of product innovation. They stated that strategies and best practices such as in-depth market research, cross-collaboration, leveraging technology and data analytics, forming strategic partnerships and a strong innovation culture are essential. In-depth market research helps companies understand customer needs and preferences as well as emerging market trends, while cross-collaboration allows them to maximize internal knowledge and expertise. The use of technology and data analytics helps companies to collect and analyze market data more effectively, while the formation of strategic partnerships gives them access to additional resources and knowledge. Finally, a strong innovation culture is an important foundation for creating an environment that supports sustainable product innovation. By implementing these strategies, companies can improve their ability to generate relevant and sustainable product innovations and thus remain competitive in an increasingly complex market. Karamipur (2023) investigated the design of the model of artificial intelligence competencies on organizational performance by considering business-to-business marketing capabilities. The results showed that the mechanisms of artificial intelligence competencies have an effect on business-to-business marketing capabilities and organizational performance, and also the model of artificial intelligence competencies on organizational performance is confirmed by considering the aspect of business-to-business marketing capabilities. Research methodology The research method is applicable in terms of its purpose; mixed (qualitative-quantitative) in terms of execution method; descriptive-survey in terms of nature and method; and it is an exploratory study type of research. The statistical population of the research includes 10 experts, professors and strategic managers of National Iranian Drilling Company. Data collection in the qualitative part was carried out through semi-structured interviews, and in the quantitative part by the questionnaire. Research findings Coding was used in the data analysis of the qualitative part, and SPSS and Lisrel software were used in the quantitative part. The results of the research showed that after core and optional coding and creation of main and sub-categories; six dimensions of effective marketing capabilities based on communication were identified, i.e. strategic capabilities, operational capabilities, functional capabilities, internal capabilities of the company and external capabilities and communication as dimensions of capability of effective communication-based marketing strategies, therefore it was suggested that intangible resource planning and marketing planning be done based on marketing strategies, and strengthening and increasing human resources skills and human capital in the target markets be carried out. Conclusion The present research was conducted with the aim of designing a model of effective marketing capabilities based on communication (case study: National Drilling Company). The results of this research are in agreement with the results of Aripin et al, (2024), Karamipur (2023), Doah et al, (2023), Khodabakhshi & Melai (2023), Oduro & Williams (2023), Afsharfar (2022), Rajabi (2020), Takata (2016), Nasimi & Amiri (2018). Doah et al, (2023) showed that elucidating the underlying mechanisms through which marketing capability affects firm performance contributes to the growing body of knowledge about marketing strategy. In practice, this study provides strategic insights for companies that increase their marketing effectiveness and overall performance by optimizing their resource management capabilities. The implications of this research extend to marketing practitioners, strategists, and researchers seeking a deeper understanding of the nuanced interplay between marketing capabilities, resource coordination, and firm performance in the contemporary business landscape. The results showed that resource coordination capability has a positive relationship with marketing capabilities, and an inverse relationship was obtained between company performance and resource coordination capabilities. According to the results of this research, the following suggestions are presented: Intangible resource planning and marketing planning can be done based on marketing strategies. Planning channels be designed and reach the implementation stage according to the target markets Customer access should be done according to the conditions, external knowledge ability, customer knowledge, customer connection capability, technical knowledge, strengthening and increasing the skills of human resources and human capital in the target markets. Public relations, as the heart and lifeblood of the company, should be managed by using experienced personnel with technical communication skills.  

Abstract Abstract The purpose of this research is to evaluate the role of environmental advertising on the use of eye movements towards the brand. The current research is applicable in terms of the goal and mixed (qualitative-quantitative) in terms of the method of data analysis. The statistical population in the qualitative section includes a group of restaurant chain experts (university professors, executive managers, and consultants), sampling continued with the purposeful method until reaching theoretical saturation (15 interviews). In the quantitative phase, chain restaurant managers were considered as the community among whom 384 people were picked up based on stratified random sampling. The data collection tool in the qualitative phase of the research was unstructured interviews with experts; and in the quantitative phase, a researcher-made questionnaire consisting of 74 items. In order to analyze the data, Maxqda software was used in the qualitative phase, and SPSS and SmartPLS software in the quantitative phase. According to the obtained results, the hypothetical relationships of the model were tested and confirmed. In this research, in the causal conditions (advertising content, environmental advertising quality, and advertising features); main contextual factors (advertising slogan, billboard elements, and analysis of customers' eye movements); intervening conditions (online advertising, advertising costs, advertising through means, and mass communication); core categories (the state of environmental advertising, the development of the impact of advertising, and effective advertising on customers' intentions); strategies (attractions of advertising message, evaluation of environmental advertising selection process); and three categories of competitive advantage, value creation, and promotion of strategic marketing decisions are classified as the consequences of environmental advertising based on the use of eye tracking. Extended Abstract                                           Introduction Today, as consumers, we are exposed to hundreds of advertisements every day on television, newspapers, magazines, yellow pages, retail advertisements and websites, and in addition to these implicit advertisements in the form of Classification of products in stores and homes, visual messages on vehicles, road signs, food packaging in restaurants, uniforms of service providers, t-shirts, CDs and Electronic devices attract our attention (Niehorster et al, 2017), and the eyes, when searching and deciding to choose products and brands, guide consumers among the shelves and aisles of stores, shopping centers, and websites; all of which are related to "visual marketing"; that is, commercial and non-commercial companies use visual signs to communicate with consumers with the aim of creating and maintaining mutually beneficial relationships (Kong et al, 2019). If it is true that "observation equals confidence" and "confidence equals purchase", it is important that management is based on what the consumer sees. This issue is increasingly recognized in commercial activities (Guitart et al, 2018). The conducted research shows how the aspects and dimensions of the advertisement and the purpose of the advertisement to interact with the visitor affect the visual behavior and the amount of attention given to different parts of an advertisement (Marois et al, 2021). Eye tracking is the process of measuring attention (gaze) or the movement of an eye in relation to the head (Hosp et al, 2020). Eye tracking is a tool for measuring eye position and movements, which can be a useful method for analyzing behavior and cognition (Muñoz-Leiva et al, 2019). By using the eye tracking technique, behavioral evidence can be obtained (Guitart et al, 2018). Eye tracking is very sensitive to the processes of attention and alertness, and this technique can be used to improve teaching and learning (Javora et al, 2021) and the effectiveness of advertisements, video and graphic images (Niehorster et al, 2017). Considering that eye tracking can compensate for the market research that cannot be obtained through self-reporting methods, the main question of the present research has been raised as follows: how is the effective model of environmental advertising based on the use of eye tracking drawn? Theoretical literature Ambient advertising: ambient advertising includes advertisements used in unusual, noteworthy and unexpected places, often with unconventional and innovative methods, as well as new performances - performances appear to the audience for the first time. Eye tracking: Eye tracking in advertising means measuring and calculating the point at which the human eye is staring, and in other words, the scientific study of eye movements and activities in two-way interaction with the surrounding environment is called tracking (Kimasi et al., 2019). Mousavi & Fadaei (2022) in a study aimed at commercial advertisements of chain stores, found that variables of price, security and trust, digital marketing environment, product characteristics and ease of purchase had a significant effect on commercial advertisements of chain stores in the evolution of digital marketing literacy, and variable of promotional offers have not been effective. Marois et al, (2021) reported in a study aimed at real-time mobile eye tracking for support systems that the use of eye tracking in mobile should provide more reliable data than using a fixed device. According to them, the use of intelligent eye tracking systems can effectively help increase efficiency in security and services by showing people's decisions. Research methodology The present study is considered to be of the fundamental type in terms of its purpose, and mixed (qualitative and quantitative) in terms of the data collection method. The research community, in the qualitative dimension, includes experts in the field of marketing and business, and in the quantitative dimension, it includes managers and experts in the field of marketing and advertising. In the qualitative part, based on the selection of data-based theory, non-random sampling carried out and 15 interviews were conducted; that from the 11th interview onwards, theoretical saturation occurred, which continued until the 15th interview to be sure. In the quantitative section, taking into account the maximum variance and error level of 5%, 90 people were identified, and in order to increase the return rate of the questionnaire and facilitate the research, more than 100 questionnaires were distributed electronically. Out of this number, 86 people completed the questionnaire and this number was the basis of analysis and hypothesis testing. In the qualitative phase, an interview tool was used, and in the quantitative part, a researcher-made questionnaire tool was used. In order to analyze the data, Maxqda software was used in the qualitative phase, and SPSS and SmartPLS software in the quantitative part. Research findings In the presented model, three categories of advertising content; quality of Ambient advertising, and advertising features are experimental factors that can create the causal conditions of Ambient advertising based on the use of eye tracking. The main contextual factors of Ambient advertising are determined based on the use of eye tracking also include advertising slogans, billboard elements, and customers' eye movement analysis. Three categories of online advertising of advertising cost, advertising through means, and mass communication are considered as categories of intervening conditions according to Ambient advertising based on the use of eye tracking. The central categories of Ambient advertising based on the use of eye tracking in this model include three categories of Ambient advertising status, development of advertising influence, and effective advertising on customers' intentions. According to the results obtained in this model, three categories of advertising message attractions, evaluation of target Ambient advertising selection process, and advertising based on customers' taste have been included as strategies according to the central categories of Ambient advertising based on the use of eye tracking. According to open coding, the concepts related to the consequences of the model have been extracted, then according to the back and forth movement between the themes and concepts, the main categories have been extracted and named, and accordingly, the consequences are divided into three parts related to the competitive advantage, value-creating, and promotion of strategic marketing decisions are classified as the consequences of Ambient advertising based on the use of eye tracking. Discussion and conclusion The results obtained from the coefficients of the structural equations based on the effect of integrated advertising management on the advertising structure show that the value (t = 35.66) for this parameter (according to the 5% error rule in the region of rejecting the null hypothesis for values ​​outside the range of 1.96 to 1.96 of each parameter of the model) is out of the estimated range. Therefore, it can be stated that the first hypothesis of the research; the integrated advertising management has a positive effect on the advertising structure, is confirmed with 95% certainty. The result of this hypothesis is consistent with the research results of Boban et.al, (2020) and Rezabakhsh (2017). Based on the results of these researches, in today's competitive market environment, advertising companies have increasingly faced the challenges of good communication with customers in order to be able to introduce their new products and services to the market faster than their competitors. The results obtained from the coefficients of structural equations based on the effect of integrated advertising management on service delivery processes show that the value (t = 5.68) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Pelsmackera & et al, (2019) and Casado-Aranda et al, (2023). The results obtained from the coefficients of structural equations based on the effect of integrated advertising management on Ambient characteristics show that the value (t = 19.98) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Hosseini & Masoome (2016) and Nikunj et al. (2017). The results obtained from the coefficients of structural equations based on the effect of advertising structure on value creation show that the value (t = 2.19) for this parameter is out of range. Therefore, it can be stated that the above assumption is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Asadnejad et al, (2022). The results obtained from the coefficients of the structural equations based on the effect of the background conditions on the service provision processes show that the value (t = 7.12) for this parameter is estimated outside the range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Busca & Bertrandias (2020). The results obtained from the coefficients of structural equations based on the effect of Ambient characteristics on value creation show that the value (t = 4.99) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Hosseini et al., (2015) and Nikunj et al., (2017). The results obtained from the coefficients of the structural equations based on the effect of Ambient characteristics on recovery processes show that the value (t = 2.9) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Nikunj et al., (2017) and Asadnejad et al, (2022). The results obtained from the coefficients of structural equations based on the effect of marketing processes on value creation show that the value (t = 9.003) for this parameter is out of range. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the research results of Asadnejad et al, (2022). The results obtained from the coefficients of the structural equations based on the effect of value creation on the development of relationships show that the value (t = 27.97) was estimated out of range for this parameter. Therefore, it can be stated that the hypothesis of the researcher is confirmed with 95% confidence. The result of this hypothesis is consistent with the results of Michael et al., (2018) and Hollebeek et al, (2019).  

Abstract Abstract The purpose of this research is to analyze the impact of effectiveness of media (Radio and TV) advertisement on the extent of consumers’ urge to consume national commodities. This research is applicable in terms of purpose, and is a descriptive-survey research in terms of nature, which has been conducted as a field work. Statistical population of the research is the population of Mashhad city. Using Cochran formula, 384 people were selected as the statistical sample. In order to gather data, a researcher-made questionnaire with 61 questions was used. Content validity of the questionnaire was approved by 15 academic and practitioner experts in the field of advertisement and media.  The reliability of the questionnaire according to Cronbach's alpha was 0.824. Also, SPSS and SPLS applications were used to analyze data. Results of the research indicate that effectiveness of media advertisement positively and in a meaningful manner affects consumers’ urge to consume national commodities. Extended Abstract                                           Introduction The economic sector in Iran is particularly vulnerable compared to other fields, largely because of the country’s reliance on oil revenues and imports. Consequently, adversaries have recognized that economic sanctions against Iran could more effectively achieve their objectives (Motaqi & Motaqi, 2013). While many studies have explored resistance economy, consumption patterns, and specifically domestic product consumption, there has been little significant action to enhance and cultivate the purchase of domestic products through effective and targeted media advertising. Since one of the roles of mass media is commercial advertising, it is expected to raise public awareness, assist in decision-making, foster healthy competition among producers, and facilitate economic activity (Salhi & García-Villoria, 2015; Prieler et al., 2015). Media plays a vital role in advertising, cultural, and supervisory functions by creating a mental framework for accepting the necessity of reform and revising the allocation and distribution of resources and income (Hayek, 2015). Thus, there is a significant need for a coherent and coordinated advertising system that can effectively communicate and attract consumers to domestic products through different official and unofficial media channels. This study specifically explores the promotion of domestic product consumption through media advertising, aiming to determine whether the effectiveness of media advertising (Radio and Television) significantly influences consumer inclination towards domestic products. Theoretical Framework:  Effective advertising is defined by its ability to attract the audience’s attention, create memorable effect, stimulate purchasing actions, and awaken the audience’s sensory reception (Rejón-Guardia et al., 2016). Because of cultural, political, social, and other contextual differences, advertising in Iran differs from that in other parts of the world. As a result, internal and localized influencing factors must be considered to determine its effectiveness. Two perspectives on consumer attitudes towards domestic versus foreign products exist: 1) Rational Processing Model: Consumers evaluate and select products based on rational processes. 2) Emotional Processing Model: This perspective suggests that product choice is influenced by emotional factors. For instance, factors like quality, price, accessibility, after-sales service, and availability of spare parts for domestic products are cognitive factors that drive inclination towards domestic goods. On the other hand, emotional factors such as national loyalty and ethical opposition to foreign products also play a role (Maison & Maliszewski, 2016; Zeugner-Roth, 2015). Motiee (2023) identified "national and organizational consensus," "geographical requirements," and "economic growth" as key features supporting domestic production, achievable with institutional support such as from Radio and Television. HajialiAkbari & Sadighian (2019) found that quality, price, product functionality, packaging, post-purchase regret, design, and warranty are the most significant factors affecting consumer decision-making for domestic products. Methodology: This research is applicable in terms of purpose, and descriptive-correlative in terms of data collection. The statistical population consists of Mashhad residents. According to the 2016 census, the population of Mashhad was 3,001,184, forming the research population. A sample size of 384 was determined using the Cochran formula. The measurement tool was a researcher-made 44-item questionnaire for assessing media advertising effectiveness, and a 17-item questionnaire for evaluating factors affecting consumer inclination towards domestic goods, based on a Likert scale with five options. Data analysis was performed using SPSS and SPLS software, employing descriptive and inferential statistics. Descriptive statistics were used to investigate the respondents' demographic characteristics, and inferential statistics, structural equation, and path analysis were used to analyze data and test hypothesis. Findings:  The main hypothesis showed that media advertising effectiveness (Radio and Television) has a path coefficient of 0.781 on consumer inclination towards domestic goods consumption. Thus, with 95% confidence, it can be stated that media advertising effectiveness significantly impacts consumer inclination towards domestic goods. Other secondary hypotheses were also confirmed, with path coefficients for various roles including: information features (0.594), advertising selection activities (0.506), advertising ranking (0.591), advertising engagement (0.623), advertising tools and visual methods (0.523), emotional features (0.498), motivational dimensions (0.522), overall advertisement viewing (0.618), internal vs. external product evaluation (0.642), consumer nationalism (0.705), and preference for domestic vs. foreign products (0.603). Discussion and Conclusion:  The results indicate that media advertising effectiveness has a positive and significant effect on consumer inclination towards domestic products. This finding aligns with Hamidizadeh & Nourian (2013) regarding the impact of television advertising on customer attraction. The study’s results are consistent with research by Naghdi et al., (2023), Motiee (2023), Bashokouh et al., (2023), and Sanaeimehr et al., (2021). Among the factors affecting advertising effectiveness, advertising engagement had the highest impact. This is because engagement directly addresses the mental involvement of the audience, leading rationally to higher effectiveness compared to other factors. Despite Roshandel Arbatani et al., (2010) not addressing the importance of identified metrics, this study clarifies their significance, with engagement, overall ad viewing, information features, ad ranking, advertising tools, and emotional characteristics being of notable importance. The position of emotional features in this study supports findings by Samsamshariatmm et al., (2007). Regarding factors influencing consumer inclination towards domestic products, the study aligns with research by Motiee (2023), Naghdi et al., (2023), Amiri et al., (2022), Haghighi & Hosseinzadeh (2010), Vadhanavisala (2015), and Maison & Maliszewski (2016), highlighting consumer nationalism as a crucial factor. The study suggests that Radio and Television should create various programs to emphasize domestic product consumption, thereby altering consumer preferences. Media should leverage advertising for Iranian products, prominently featuring them in visual content, series, and films to instill the value of domestic production. Emphasizing the benefits and advantages of domestic products and avoiding unnecessary advertising content should be prioritized. Advertising should be diverse and avoid repetition, and a culture of quality focus among domestic producers should be promoted.