Journal of value creating in Business Management

Abstract Abstract The aim of the current research is to analyze the scientific metrics of the studies conducted in the field of value creation of electric cars based on the studies indexed in WOS. In terms of the goal, the research is developmental, and its approach is scientometric; the most important authors and thematic clusters have been identified using the techniques of co-lexical and co-authorship of vocabularies; and it has finally led to the drawing of a scientific map in this field. 14235 scientific documents indexed in the WOS database during the years 1955 to 2023 have been analyzed as the statistical population of this research by relying on descriptive statistics and VOSviewer software. The upward trend in the publication of articles during the last 68 years has been one of the findings of this research (the largest number of articles was published in 2021 (2258)). With the investigations carried out, the evolution of key words from the attention of engineering and operations and production management to the field of clean transportation towards the movement of countries towards optimization was observed, using computer science in the direction of sustainable development with the formulation and implementation of effective strategies by the government. The analysis of the thematic clusters of this study has shown that examining the effects of electric vehicle technology and formulating incentive strategies by governments are among the areas of interest for researchers in recent years. This framework can be used for a better understanding and more effective use of the electric vehicle development model with more value creation in the sustainable development of electric transportation. Introduction The transportation sector accounts for about 28% of the global final energy demand, 65% of the global final oil energy demand, and 24% of the global greenhouse gas emissions; of which 77% belongs to road transportation. The road transport sector, the least diverse final energy consumption sector, relies almost entirely on fossil fuels at over 95% (Zimm, 2021). In 2017, as one of the largest producers of fossil gases in recent years, Iran is affected by inefficient energy consumption, which plays a significant role in the global emission of greenhouse gases (Jiang et al, 2020). The emission rate of pollutants caused by the traffic of traditional road transport vehicles in Iran is 47%, which has caused a significant increase in the level of air pollution in urban environments (Bidva and Hasanzadeh, 2018). Therefore, electric cars have become a political goal; it is necessary to focus on future-oriented innovations in the production of electric vehicles in order to resolve political concerns (Di Felice et al., 2021). Often, these problems are not caused by the development or technology itself, but environmental problems are caused by not paying attention to the side results and incorrect application of industry and technology (Abdi et al, 2024). Therefore, organizational value creation is the requirement for an effective and useful response to these changes; the development of technology and gaining a competitive advantage from the opportunities resulting from them (Ajalli, 2023). Value creation is a lofty goal in business and means an approach that an organization takes towards all its stakeholders and especially its customers, in which it puts the customer at the center of all its activities and processes. In this sense, in today's highly competitive environment, there are organizations that are aware of the needs of customers and their surroundings, and identify opportunities faster than competitors and take advantage of them (Qanbarzadeh, 2021). Based on this, it is important to review the research literature and draw a scientific map to review the development of electric vehicles. The analysis of social networks is known as a systematic method that presents a sociological paradigm by analyzing keywords; and it also enables the possibility of identifying scientific collaboration networks by analyzing network nodes and communication lines between them and determining the joint authorship of researchers and co-authorship of countries (Darvish et al, 2018). Theoretical literature Todorovic et al, (2023) found, by evaluating the number of scientific publications related to the transition and conducting scientometric and literature analyzes, that there are general concerns about safety, sustainability, environmental effects, and ecological footprint. Although there is dominance in the areas related to technical evolution of electric and self-driving cars, the increasing growth of various fields of research, including artificial intelligence, is evident. This study shows that progress in artificial intelligence technology, innovation in business models and regulations, as well as continuous and comprehensive integrated studies should be considered. Kovačić et al, (2022) in a research entitled the new paradigm of sustainable urban mobility showed that the use of electric and self-driving electric vehicles is one of the optimal solutions to reduce noise pollution or pollution caused by the operation of internal combustion engines, and transformation and development of planning methods is essential to increase their sustainability. Sayadi et al, (2024) identified and prioritized the obstacles to the promotion of electric cars in Iran in a research, taking into account the special conditions of the country's automobile industry. The obtained results showed that infrastructural barriers, creative destruction barriers, supply side barriers, and demand side barriers are the most important barriers to promoting electric cars in Iran. Sheikhi et al, (2021) in a research to identify the key factors affecting the promotion of green innovation capabilities in the automobile industry showed that the key factors of stakeholder pressure and legal requirements, green research and development, green product innovation, and sustainable network collaborations respectively have the greatest impact on promoting the capabilities of green innovation in the automobile industry; senior managers and policy makers of the automobile industry should pay special attention to this category of capabilities and strive to strengthen these factors. Research methodology The research is descriptive in terms of its purpose and developmental in terms of the type of use, which was carried out with the help of scientometric techniques along with co-lexical and co-authorship analysis. The community of this research includes all the scientific productions carried out by the world's researchers in the field of electric vehicles, whose research results have been indexed in the Web of Science database during the years 1955 to 2023. Therefore, the search in the core collection section of the WOS database was conducted on January 6, 2023 without time limit in order to collect the data and retrieve the records needed for this research (search method: Electric vehicle, publication field: Title), which out of 1168 keywords related to 13093 articles with 151 keywords that were repeated at least 3 times were identified and selected as basic keywords. Co-lexical and co-authorship analyzes of the subject area were done with the help of VOS viewer software, and data analysis was done using Excel software. Research findings The results of the topic search conducted in the WOS database in the last 68 years led to the recovery of 14,235 sources in the field of electric vehicles, of which 99.038% of the mentioned researches were published in English. The results indicate that in the last few years, since 2020, the governments have sought to create the necessary infrastructure for the development of electric vehicle technology by formulating and implementing appropriate strategies. With the issue of electric cars in scientific sources, great emphasis has been placed on the development of incentive strategies by governments and their implementation in order to achieve sustainable production and environmentally friendly consumption. Conclusion The current research was conducted with the aim of scientometric analysis of the studies conducted in the field of electric vehicle business value creation based on the studies indexed in WOS. The results of this research are consistent with the results of Wang et al, (2019), Kubiczek and Hadasik (2021), Khan et al, (2020), Pelegov and Pontes(2018), Foster et al, (2018), and Rietmann and Lieven (2019). The results of the research showed that the environmental and energy security issues have prompted governments to provide many incentive policies to promote electric vehicles with the aim of promoting sustainable and environmentally friendly mobility, reducing resource wastage and increasing value creation. Due to the fact that Iran's traditional automotive industry is not able to keep pace with the global automotive industry because of its deep backwardness, and based on the results of the research, it is suggested to refrain from huge investments in the field of ordinary cars; and instead, put the development policy of the electric automotive industry on the agenda of the government. In order for the automobile industry to become a leading sector in the national economy, it is necessary to change the government's approach from the traditional automobile industry to the support of electric automobile manufacturing. The government should put incentive programs for the development of the market in the initial stage of the electric vehicle industry. Continuous monitoring of the country's progress in the area of new technologies in the field of electric vehicles and persuading universities and research institutions to create capacities for electric vehicle technological innovations can be effective.

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

Abstract Abstract The aim of this study is "The Effect of Electronic Banking Advertisements on Customer Brand Loyalty with Emphasis on the Mediating Role of Perceived Value in the Shahr bank". To achieve this goal, a statistical population consisting of the Shahr bank customers in Tehran and a sample of 350 people were studied using a convenience (non-probability) method. Data collection was carried out by a questionnaire whose validity was confirmed by experts and its reliability by Cronbach's alpha coefficient. SmartPLS3 statistical software was used to analyze data and test hypotheses. This is a descriptive-survey and applicable research, and a correlational type in terms of relationships between variables. The findings of this study show that. Electronic advertising has a positive and significant effect on customer loyalty to the bank brand, and perceived value also plays a mediating role in the relationship between banking electronic advertising and customer loyalty to the brand. Introduction The growing trend of information technology in banking and other businesses has led to the computerization of banking and other business transactions. This information technology-based development has created new ways for business organizations to communicate with their customers, which supports the improvement of banking and financial services (Raza et al., 2020). Banks and financial institutions started the business of “home banking” through touch phones in the 1970s, and cable television was considered an ideal tool for home banking in the 1980s (Yang et al., 2023). Electronic banking is an innovative method for banks and financial institutions. It offers several services such as accessing their account balance, transferring funds from one account to another, paying various bills, purchasing goods and services without cash, and sending checks to its customers (Ayinaddis et al., 2023). Banks and financial institutions allow users to conduct financial transactions digitally rather than physically, which can increase e-customer satisfaction and loyalty to increase the perceived value of the business. E-banking is transforming the financial services sector by promoting innovation, fostering growth, and enhancing domestic and foreign competition (Yang et al., 2023). Advertising can create value for the intended brand, which can also increase customer loyalty and satisfaction. The term brand is considered a complex concept for marketers. Some perceptions imply the ratio of what is received in a transaction versus what is paid. Traditional perceptions of value have been largely self-centered, passive, and randomly determined (Salameh et al., 2022). Value is actually a unique concept composed of quality and satisfaction. Perceived value is the core driver for delivering the right products and services to the right customers at the right time and in the right way. Perceived value also provides organizations with a relative value-price opportunity. The role of perceived value has increasingly attracted the attention of customers and marketers because customer perceived value is one of the most powerful forces in today's market (Norouzi et al., 2021). Theoretical framework of the study The concept of customer brand loyalty One of the most famous and perhaps most important marketing concepts today, which was first formulated in the 1980s, is the concept of customer brand loyalty. However, the emergence of this concept for marketing professionals includes both positive and negative aspects. The positive aspect is that customer loyalty to the brand highlights and emphasizes the importance of the brand in the marketing strategy and maintains its focus on research activities and ultimately responding to the demands of the organization's top management (Gao et al., 2024). However, its negative aspect is that it has been presented in various ways and with different purposes, and there is still no single approach to the method of introducing, depicting and measuring customer loyalty to the brand. Perceived value Customer perceived value is one of the prerequisites for customer satisfaction, trust, commitment and customer loyalty. Perceived value is defined as the ratio of perceived benefits to perceived disadvantages. Perceived disadvantages are all the costs that the buyer faces when making a purchase, including items such as purchase price, acquisition costs, transportation, installation, ordering, repair and maintenance, risk of failure or poor performance. Perceived benefits are a combination of physical features, service features, and technical support associated with using a product. Customer perceived value is defined as a customer’s comprehensive assessment of the desirability of a product or service based on their perceptions of what they have gained and what they have lost (Asgarnezhad et al., 2019). Perceived value has been identified as one of the main predictors of customer loyalty and all dimensions of loyalty, including word-of-mouth, repurchase intention, and price insensitivity. The higher the perceived value of a service, especially in service industries, the greater is the customer loyalty (Rezaei et al., 2016). Electronic Banking Internet banking is actually a virtual, 24-hour branch of a bank that allows customers to make financial transactions regardless of time and place. Internet banking does not just include simple web pages used solely for information purposes. It is a two-way transaction system and a bank branch in the home of each customer. With the growth of the Internet in the world, the expansion of financial services is also obvious. Internet banking allows customers to carry out all their banking transactions without using cash, with just a click of the mouse button at home or at work. Internet banking is the performance of financial activities and transactions using the Internet through the bank's website; or in other words, it is the provision of banking services through a personal computer at home or at work, without the need to visit bank branches. Therefore, success in Internet banking requires providing financial services that are tailored to the needs, preferences, and expected quality of customers. Online banking is the format for conducting monetary and financial transactions in the digital age. The necessity of digital transformation in the banking system and financial management is the use of online banking (Siamul et al., 2025).  Research Method The present study is a descriptive-survey type of correlation that aims to investigate the effect of electronic banking advertising on customer loyalty to the brand with the role of perceived value mediator in the Shahr bank. First, by explaining the theoretical foundations of the research and describing the existing conditions by designing and distributing a questionnaire, the necessary information was collected and then analyzed by statistical software. Given that the purpose of this study is to investigate the effect of electronic banking advertising on customer loyalty to the brand with the role of perceived value mediator in the Shahr bank, this research can be considered applicable. The statistical population of the study consists of the Shahr bank customers in Tehran, from which a sample of 350 people was selected by a convenience (non-probability) method, and a questionnaire was distributed among them. In this study, structural equation modeling using partial least squares and PLS software was used to test the hypotheses and model accuracy. PLS is a variance-based approach that requires fewer conditions compared to similar structural equation techniques such as LISREL and EMON, and its main advantage is that it requires fewer samples compared to LISREL modeling. Research findings Modeling in PLS is carried out in two stages. In the first stage, the measurement model should be examined through reliability and validity analyses; and in the second stage, the structural model was analyzed by estimating the path between variables and determining the model fit indices. According to the results obtained from the path coefficient (indicating the intensity and type of relationship between two latent variables) and the t-statistic, electronic advertising has a positive and significant effect on customer loyalty to the bank brand, and perceived value plays a mediating role in the relationship between electronic banking advertising and customer loyalty to the brand. Discussion and Conclusion In this study, the results of data analysis indicate that all the main hypotheses of the study have been confirmed; meaning that the positive and significant effect of electronic banking advertising on both customers perceived value and their loyalty to the bank brand, as well as the mediating role of perceived value in this relationship, has been statistically proven. These findings indicate that the more targeted, transparent, and with an emphasis on the practical and emotional benefits of services, the more value customers receive from interacting with the bank increases, which in turn leads to strengthening their commitment and loyalty to the bank brand. These results are in line with the studies of Vajdani et al., (2024) and Wu & Wang (2024). Zyad Alzaydi (2023) also stated that branding plays a key role in achieving customer loyalty in the Saudi banking sector. Khajeh Saeed et al., (2022) also reached results in line with the results of the present study. In further analysis of the findings, it can be said that improving the quality and content of e-banking service advertisements leads to increased trust, transparency, and perception of innovation by customers, which directly increases perceived value in functional (convenience, security, speed) and emotional (satisfaction, confidence, sense of worth). This improvement in perceived value, in turn, strengthens the likelihood of re-selecting bank services and recommending the brand to others; a topic that has also been confirmed in previous studies. In the competitive environment of Iranian banks, where most services are very similar, the orientation of advertising towards explaining benefits and unique user experience can create competitive advantage and sustainable loyalty. Also, the mediating role of perceived value showed that even if advertisements are extensive, without real promotion of customer expected values (including efficiency, security and usefulness), a sustainable impact on loyalty will not be formed; therefore, banks should focus on the quality of messages and their suitability with the real needs of customers in addition to the volume of advertisements. In conclusion, the research findings highlight the necessity of a strategic link between effective e-banking advertisements and the promotion of real customer experiences; in such a way that perceived value, as the leader of loyalty motivations, is continuously strengthened; and banks move beyond mere information provision and focus on creating practical and emotional added value for customers. This approach is considered vital, especially for Iranian banks, given the digital transformation and the need for brand differentiation.

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

Abstract Abstract The aim of this research is to present a management dashboard framework model based on human resource productivity. The present research is applicable in terms of its purpose, and exploratory in terms of its data analysis process. The statistical population includes managers, vice presidents, supervisors, and heads of MAPNA Company, determined by a simple non-random method and the Cochran formula, with a sample size of 267 people; and the data collection tool is a researcher-made questionnaire validated through expert opinions and reliable with a Cronbach's alpha of 0.78; and structural equations were used to analyze the data. SPSS and PLS statistical software were used to analyze the data. The results showed that individual factors affect organizational factors with a coefficient of (0.405) and a t value of (4.051), organizational factors affect managerial factors with a coefficient of (0.233) and a t value of (3.789), commitment affects managerial factors with a coefficient of (0.085) and a t value of (2.298), motivation and satisfaction affect managerial factors with a coefficient of (0.234) and a t value of (4.877), and managerial factors affect human resource productivity with a coefficient of (0.449) and a t value of (4.305); and the calculated GOF value is equal to 0.65, which indicates a strong fit of the model. Introduction An organization is a complex ecosystem of services, customers, personnel, equipment, data, and information in which it is produced. In the past, organizational management focused on financial management indicators, but today, integration between organizational intelligence (experts), business intelligence (data types), and competitive intelligence (constant communication with internal and external customers) can be achieved through proper management. This integration provides an opportunity for the organization to have a view of real performance against strategic goals and change in the innovative organization. Access to strategic and timely information is essential for making correct and critical decisions to achieve this (Bach et al, 2019). To exchange such information and management priorities between different levels of operations using intelligent tools, dashboards can be very valuable and effective. Management dashboards are new software systems that help organizations enrich their goals using information and their analysis (Hashemi et al, 2017). Dashboards allow managers to define, monitor, and analyze key performance indicators to align goals and activities, visualize all organizational activities, and create a common display environment between goals and activities for effective and efficient decision-making (Nouri & Motadel, 2022). Dashboards help managers identify trends, patterns, and visual anomalies in the business, which is important for visual information design. Several different goals are expected from dashboards, including adaptability and consistency, planning and control, and communication (Amin et al, 2022). Dashboards are expected to improve decision-making by enhancing cognition and investing in human cognitive abilities. Hence, interest in dashboards has recently increased, as evidenced by the expansion and increase in dashboard solution providers in the market (Vergo, 2022). Considering the above, the main research question is: What is the HRM dashboard framework model? Theoretical framework Organizational dashboard Organizational dashboard is a tool rich in indicators, reports, and charts that operate dynamically so that managers can observe the organization's performance at any time (Dadseresht et al, 2020). Dashboards are business tools and include a set of performance indicators, key performance indicators, and other business-related information. Key performance indicators basically indicate the degree of success of the business in achieving the organization's strategic goals and are therefore subject to attention and review (Faramaezi et al, 2014). Productivity Productivity is the effective and efficient use of inputs and resources to produce or provide outputs. Inputs and inputs are resources such as energy, raw materials, capital, and labor used to create outputs or outputs, which are goods produced and services provided by an organization; in other words, productivity is obtaining the maximum possible profit by utilizing and optimally using labor, human power, talent, and skills, land, machinery, money, equipment, time, space, etc. in order to improve well-being (Torani & Aghaei, 2019). Barmaki et al, (2024) examined the factors affecting the design of the management dashboard framework with an emphasis on the components of human resource productivity. The research findings showed that after collecting data, conducting interviews, and conducting the Delphi method; the final model was classified into 4 main components, 15 dimensions, and 53 indicators. Among them, group dynamics and team spirit, motivations for success and talent assessment and completion of talent banks from employees, documentation and continuity in learning, creating motivation and success among employees with a weighted average of 4.9 are the most important factors identified. Mohmedi et al, (2024) studied the presentation of an organizational agility model in order to improve human resource productivity. The results in the qualitative section showed that there are 7 components and 52 indicators in the model. The components include 1- Causal factors (human and organizational factors); 2- Central phenomenon (organizational agility); 3- Strategies (agility strategy); 4- Context and facilitator (agility drivers); 5- Obstacles (human resource management challenges); and 6- Consequences (human resource productivity). The results in the quantitative section showed that human and organizational factors affect organizational agility and thereby improve the level of the organization's agility strategy and, as a result, employee productivity. The results also showed that agility drivers and challenges in human resource management affect productivity through agility strategy. Research Methodology The present research is applicable in terms of its purpose, and exploratory in terms of its data analysis process. The statistical population includes managers, vice presidents, supervisors, and heads of MAPNA Company, determined by a simple non-random method and the Cochran formula, with a sample size of 267 people; and the data collection tool is a researcher-made questionnaire validated through expert opinions and reliable with a Cronbach's alpha of 0.78; and structural equations were used to analyze the data. Research Findings SPSS and PLS statistical software were used to analyze the data. The results showed that individual factors affect organizational factors with a coefficient of (0.405) and a t value of (4.051), organizational factors affect managerial factors with a coefficient of (0.233) and a t value of (3.789), commitment affects managerial factors with a coefficient of (0.085) and a t value of (2.298), motivation and satisfaction affect managerial factors with a coefficient of (0.234) and a t value of (4.877), and managerial factors affect human resource productivity with a coefficient of (0.449) and a t value of (4.305); and the calculated GOF value is equal to 0.65, which indicates a strong fit of the model. Conclusion The present study was conducted with the aim of presenting a management dashboard framework model based on human resource productivity. The results of this study are consistent with the results of Barmaki et al, (2024), Mohmedi et al, (2024), Salgado et al, (2022), Nouri & Motadel (2022), Abbasi (2021), Vázquez-Ingelmo et al, (2020), Bach et al, (2019), Munthe et al, (2019), Hashemi et al, (2019), and Hashemi et al, (2018). Vázquez-Ingelmo et al, (2020) showed that these eight criteria: 1. Planning for human resources, 2. Organizing human resources, 3. Hiring human resources, 4. Human resources salaries and rewards, 5. Human resources safety and health, 6. Personal characteristics of the HR manager, 7. Management skills of the HR manager, and 8. Personal abilities of the HR manager are introduced as the most effective factors on decision-making processes in learning ecosystems. According to the results of the research, the following suggestion was made: In career development, by eliminating the slowness of repetitive tasks and operations, an attempt is made to give more variety to the job. Personal or career development is an ongoing process of assessing the educational needs of each individual and planning to meet these needs. This process helps employees to reflect on their knowledge, performance or success; and plan their personal and educational progress.

Abstract Abstract The present study aims to investigate the role of demand management strategies in company sustainability and company performance with the mediating role of supply chain sustainability. This research is applicable in terms of purpose, and descriptive survey in terms of data collection. The statistical population of this research includes all the managers of the companies that distribute livestock inputs in the country (300 people), the census sampling method is available, which is obtained by using a questionnaire, which includes four dimensions of supply chain sustainability, demand management strategies, company sustainability and the performance of the company. Hypotheses were tested using structural equation modeling method based on partial least squares method, and data analysis of this research was done using Smart PLS version 3 software. The results show that demand management strategies affect the sustainability and performance of the company. It was also found that the stability of the supply chain affects the stability of the company. The mediating role of supply chain sustainability on demand management strategies and company performance was proved. Introduction The issue of performance has made researchers and users think for years. In the past, commercial organizations only used financial indicators as a performance evaluation tool. But in the recent years, broader definitions have been proposed in this field; some researchers defined performance as work results, because it has the strongest link with financial goals and revenues, some others consider performance only as the results obtained and another groups consider it a behavior (Rezaian fardoie et al, 2023). It seems that the new definitions are more consistent with the performance of companies, because the emerging eras in the current time not only help companies in terms of performance, cost reduction, increased transparency, sustainability and efficiency (Iqbal et al, 2021), rather, companies should try to create stability and homogenization of the demand for their products and services, considering sustainability as a necessity, today a sustainable service is able to meet customer demands without any destructive impact on the natural and social environment. Therefore, companies should try to provide profitable products and services continuously, this will help the sustainability of the company (Rajani et al, 2022). One of the factors affecting the sustainability of the company is the stable demand for the products. Companies can influence the demand through demand management strategies, which is one of the important aspects of achieving the desired results (Iqbal et al., 2021). In fact, demand management strategies, along with supply chain stability, try to reduce supply chain challenges and disruptions, these disruptions have serious consequences in the financial affairs, market and operational performance of the company (Ebrahimi et al, 2021). Therefore, this research seeks to answer the question: does the demand management strategy affect the sustainability and performance of the company with the mediating role of supply chain sustainability? Theoretical framework Company performance Organizational performance includes the actual outputs and consequences of an organization's activities, measured in comparison with inputs. In other words, organizational performance refers to how the organization's missions, tasks, and activities are performed, along with their results (Muzammil, 2022). Corporate sustainability:  Corporate sustainability is an approach aimed at creating long-term value for the organization's stakeholders through an environmentally friendly business strategy. In this approach, it is tried to focus on economic, cultural, social, environmental and moral dimensions. Also, long-term goals should not be sacrificed to achieve short-term goals. (Ashrafi et al, 2020) Demand management strategies: They are strategies that influence and control the way of managing demand, how to monitor and manage customer demand. These strategies include understanding what your customers want, as well as the plans necessary to meet those demands. These strategies help you plan and manage future demand and make sure you take the right actions to meet it (Mariano-Hernández et al, 2023). Supply chain sustainability: Supply chain sustainability is the impact that a company's supply chain can have in promoting human rights, fair labor practices, environmental progress, and anti-corruption policies. There is a growing need to integrate sustainable choices in supply chain management (Anindito, 2021). Salimi (2024) in a research conducted under the title of investigating the relationship between performance on company sustainability and cost of capital by explaining the mediating role of company risk on companies listed in the Tehran Stock Exchange, reached the following results: the results indicate that there is an inverse significant relationship between the performance and sustainability of the company with the cost of capital. Also, the mediating role of risk in the relationship between the performance and sustainability of the company and the cost of capital was confirmed. Also, this research determined that there is a significant relationship between the performance and sustainability of the company. Rajani et al, (2022) in a research titled the role of demand management strategies in the sustainability of the service industry and the impact on company performance: using the structural equation modeling approach in the geographical region of India, have reached the following results: green human resource management practices (Human Resource Management) can help organizations align their business strategies with the supply chain and sourcing environment. Also, the results show that hiring and training based on green human resources have significant effects on the sustainability of the supply chain and sourcing. This means that in order to achieve sustainability, human resource managers must prioritize environmentally friendly sourcing. This knowledge should be transferred to the employees hired during the recruitment process. Research methodology The current research aims to investigate the role of demand management strategies in company sustainability and company performance with the mediating role of supply chain sustainability. This research is applicable in terms of purpose and descriptive survey in terms of data collection. Hypotheses were tested using structural equation modeling method based on partial least squares method and data analysis of this research was done using Smart PLS version 3 software. The tool used to collect data is a standard questionnaire. The statistical population of this research includes all the managers of livestock input distribution companies (300 people), the census sampling method is available. The findings of this research show a significant relationship between demand management strategies on sustainability and company performance. The questionnaire of this research is taken from the researches of Agyabeng-Mensah (2020) in the field of supply chain sustainability, Rajani et al, (2022) in the field of demand management strategy, Saunila et al, (2022) in the field of company sustainability, Zhang et al, (2019) ) in the field of company performance, and 5 options are used from the Likert scale. This questionnaire includes questionnaires of supply chain sustainability (3 questions), demand management strategies (4 questions), company sustainability (3 questions), company performance (6 questions); each of which has its own subcategories, and the validity of the questionnaire was confirmed by 30 experts. and its reliability was calculated by CVI and CVR method; the CVI value of the above questionnaire is 85%, and the CVR value is equal to 51%. The results of data analysis were done through the structural equation model by SMART PLS version 3. Research findings The results show that according to the obtained t, it can be concluded that demand management strategies have an effect on sustainability (7.557) and company performance (16.315). It was also found that the stability of the supply chain affects the stability of the company. The mediating role of supply chain sustainability on demand management and sustainability strategies (with a value of 0.439) and company performance (with a value of 0.352) was proved. Conclusion: The results of research hypotheses using the structural equation model showed that supply chain sustainability plays a partial mediating role between the impact of demand management strategies on both sustainability (0.439) and company performance (0.352). Also, demand management strategies affect the sustainability of the supply chain. According to the results, the value of t in the model of the role of demand management strategies in the stability of the company with the mediating role of supply chain stability is equal to 63.993 and in the model of the role of demand management strategies on the performance of the company with the mediating role of supply chain stability is equal to 61.054, which is higher than the value of 1.96, and at the 95% confidence level it can be said that demand management strategies have a significant effect on both sustainability and company performance. The results of many previous researches confirm this issue (Rajani et al, 2022, Govindan et al, 2020, Bag et al, 2021). Govindan et al, (2020) has addressed the topics of demand management and supply chain sustainability, Bag et al, (2021) to supply chain sustainability on performance, and Rajani et al, (2022) the supply chain strategies on the sustainability of the company. In order to increase the sustainability of the company, it is suggested to the government to put more emphasis on environmental sustainability, social sustainability and economic sustainability, and give incentives in this field to industries and importers. In order to increase the company's performance, managers should have a special focus on financial ratios such as return on assets, return on equity, and net profit. Also, these managers should be sensitive to marketing and sales indicators such as sales growth and manage it properly.

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

Abstract Abstract The aim of the present study is to investigate the influential and affective factors of the identified dimensions of the policy model for creating added value in after-sales services in the Iranian automotive industry. The research method is applicable-developmental in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 10 managers and experts of sales and after-sales service agencies, whose sampling was done using a purposive sampling method with the criterion of at least 10 years of experience in sales and after-sales service agencies. The data collection tool is a semi-structured interview, and the interviews continued until the theoretical saturation stage. The DEMATEL technique was used to examine the influential and affective factors of the model. The results showed that the organizational dimension is the most important; the technical services dimension is in second place, and the physical dimension is in third place of importance. Also, the technical services dimension is the most influential; the organizational dimension is in second place of influence, and the physical dimension is in third place of influence. Introduction After-sales service is one of the necessities of today's organizations for survival, growth and profitability, and in fact, it is a response to the biggest problems of organizations. With increasing complexity and uncertainty and the speed of technological changes, the survival of organizations depends on successful after-sales service (Susilo & Ikhsan, 2020). Over the past decade, global trade has changed at an unprecedented pace and free markets are expanding around the world. Considering the above, in many organizations and industries, especially highly competitive industries such as the automotive industry, the success of product sales is closely related to the provision of after-sales service, so that today, leading companies in the automotive field seek their expected profit in the supply of parts and the provision of after-sales service (Mollahoseini & Alimirzaei, 2009). After-sales service creates a limited but continuous and reliable stream of revenue over a long period of time. When businesses provide after-sales service, they gain a deep understanding of customers' designs, processes and technologies; knowledge that competitors cannot easily obtain. This creates an incredible but sustainable competitive advantage for companies. Considering these issues, it is not surprising that companies find it difficult to compete in the after-sales service market (Nasir et al, 2024). On the other hand, in today's world, the added value in product production has decreased and the added value has moved from the product production processes to research and development and marketing in which, in addition to developing new products, the provision of services related to products has become of great importance (Moradi et al, 2019). Therefore, the main question of this research is: What are the influential and affected factors of the identified dimensions of the policy model for creating added value in after-sales services in the Iranian automotive industry? Theoretical framework Customer loyalty Loyal customers are people whose desire to purchase a product or service is accompanied by creating a psychological bond and having favorable attitudes towards them or the providing organization (Khan & Fatma, 2019). Customer satisfaction Customer satisfaction refers to a summarized psychological state that results from the combination of emotional expectations before purchasing the product and the customer's subsequent feelings about the consumption experience, and is often considered an important determinant of the customer's purchase intention and loyalty to that product and service (Jin et al, 2019). Service quality The concept of service quality is the basis of market access quality and is considered one of the most important decisions made by marketers. These decisions include determining the quality of the services to be provided, and a high level of market quality goes beyond customer expectations (Singh et al, 2023). Value Added Value added tax is a type of consumption tax levied on the incremental cost of goods and services during the production or supply period (Ibadin & Oladipupo, 2015). Ezazi & Hoshyar (2024) investigated the effect of service quality on senior loyalty through memorable experience and satisfaction among senior customers of 5-star hotels in Mashhad. The findings show that the electronic customer relationship management variable had a positive and significant effect on product innovation development, and the product innovation development variable had a positive and significant effect on marketing performance. Also, customer knowledge showed a positive and significant effect on marketing performance and product innovation development, and electronic customer relationship management and customer knowledge had a positive and significant effect on marketing performance through product innovation development. Sun et al, (2022) investigated the optimization of after-sales service with spare parts consumption and repairman travel. The results showed that the dual concerns of service quality and spare parts consumption lead to an inverse effect on spare parts prices: the service provider reduces spare parts consumption even if the sale of spare parts becomes more profitable. In addition, they showed that the travel time of the repairer has different effects on the optimal service time with respect to the maximum residence time constraint. In particular, by increasing the travel time of the repairer, the service provider increases the repair time to maintain the repair quality at a high level if the residence time is not guaranteed. However, if the maximum residence time is guaranteed, the service provider reduces the repair time to fulfill its promise. Research Methodology The research method is applicable-developmental in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of the study includes 10 managers and experts of sales and after-sales service agencies, whose sampling was done using a purposive sampling method with the criterion of at least 10 years of experience in sales and after-sales service agencies. The data collection tool is a semi-structured interview, and the interviews continued until the theoretical saturation stage. Research Findings The DEMATEL technique was used to examine the influential and affective factors of the model. The results showed that the organizational dimension is the most important; the technical services dimension is in second place, and the physical dimension is in third place of importance. Also, the technical services dimension is the most influential; the organizational dimension is in second place of influence, and the physical dimension is in third place of influence. Conclusion The present study was conducted with the aim of investigating the influential and affected factors of the identified dimensions of the policy model to create added value in after-sales services in the Iranian automotive industry. The results of this study are consistent with the results of Ezazi & Hoshyar (2024), Sun et al, (2022), Behrozi (2022), Vigneshwaran (2021), Habib & Sarwar (2021), Balinado et al, (2021), Ghayumi & Kashtegar (2020), Adusei & Tweneboah (2019), Saidin et al, (2018), and Borchardt (2018). Balinado et al, (2021) showed that among the five dimensions of Servqual, reliability and empathy are significantly related to customer satisfaction in automotive after-sales services. Interestingly, it was found that tangibles, responsiveness and assurance have no significant relationship with satisfaction. The service provider must provide high quality services to meet customer expectations and increase customer satisfaction, which subsequently creates customer trust in the company. With these items, customer retention and loyalty can be achieved by the company, which can also increase the company's profit and competitive advantage. According to the results of the study, the following suggestions are made: -Determining the mechanism and new software tools and applications with priority on the agenda of the Automotive Industry Policy Council (as the policymaker of the country's automotive industry) so that supplier companies are required to correct the incorrect method of existing after-sales services within a specific time period, with proper planning, and improve the index using the aforementioned feedback. -Management of automobile companies should review defects observed in the first quarter of vehicle ownership (IQS) and place defects related to parts, assembly or production on the agenda of the quality control unit so that those defects can be resolved and minimized within a specific time frame.

Abstract Abstract The aim of this study is to investigate sales drivers in assessing the authenticity of emerging brands through measuring deep neural networks (DNN). The present study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation, and is an exploratory research type. The statistical population of the study in the qualitative section included 10 experts and academic experts proficient and familiar with the fields of marketing and branding. The research collection tool was a semi-structured interview. Data analysis in the qualitative section was carried out through coding and using MAXQDA software, and in the quantitative section using neural net and MATLAB software. The results of the study showed that 8 research criteria were identified, including brand continuity, brand credibility, brand coherence, brand symbolism, market homogeneity, market competition, market infrastructure, and political decisions. Also, all predictions of the proposed artificial neural network are made correctly, and the network is able to correctly identify and classify all outputs based on the defined inputs. Introduction In today's business world, brands play an important role in creating differentiation and attracting customers. Brand authenticity is one of the key concepts in modern marketing that refers to the extent to which customers perceive the credibility, honesty, and true values ​​of a brand (Morhart et al, 2015). Brand authenticity is especially important for emerging brands that are in the early stages of their development. This concept is especially important for emerging brands that do not yet have a strong and established position in the minds of customers (Beverland, 2021). Investigating the interaction between sales drivers and the authenticity of emerging brands is important due to the challenges in this field, especially in competitive markets. On one hand, the use of sales incentives can help increase brand awareness and accelerate customers’ decision-making process. On the other hand, if these incentives are not designed properly, they may lead to a decrease in the perception of brand authenticity (Steenkamp & Geyskens, 2014). For example, excessive discounts or excessive use of promotional tools may send contradictory messages about the true value of the brand (Dwivedi & McDonald, 2018). On the other hand, sales incentives can have a positive impact on brand authenticity in certain situations. For example, offering targeted and temporary discounts or using incentives consistent with the brand’s values ​​and message may strengthen customers’ emotional connection with the brand and improve their perception of brand authenticity (Holt, 2020). A review of the literature on the impact of sales incentives on consumer behavior and brand authenticity reveals that although there are studies on the impact of sales incentives on consumer behavior and brand authenticity, a limited number of studies have focused specifically on emerging brands and their specific challenges. In particular, fewer studies have examined how sales incentives can be used in a way that both helps increase short-term sales and reinforces the image of brand authenticity. Therefore, the main research question is: What is the role of sales incentives on the authenticity of emerging brands?  Theoretical Framework Sales Incentives Sales incentives are one of the most effective marketing tools that are widely used to stimulate consumer buying behavior, increase sales, and create competitive advantage. These incentives are usually designed as short-term strategies that aim to immediately increase demand (Chandon et al, 2000). Sales incentives can have significant effects on consumer purchasing behavior, and can encourage consumers to make immediate purchases by creating a sense of urgency and greater value. Price discounts, especially on high-priced products or price-sensitive categories, often lead to increased sales volume (Liao et al, 2021). Brand Authenticity Brand authenticity refers to the alignment of a brand’s actions with its values, history, and promises, and refers to a brand’s ability to demonstrate honesty and align with customer expectations. This concept encompasses several dimensions, including authenticity, coherence, and transparency (Napoli et al, 2016). This concept is particularly important for emerging and developing brands, as consumers often seek real values ​​and meaningful connections when choosing brands (Bruhn et al, 2017). Mousavi et al, (2023) investigated the effect of brand authenticity on the self-concept of domestic brand customers by explaining the mediating role of brand social power. The research findings show that brand authenticity has a positive and significant effect on customer self-concept. Also; brand social power has a positive and significant effect on customer self-concept. As a general conclusion, it should be added that products similar to the characteristics of authentic brands in terms of customer self-image are more likely to be selected for use by the target customer community due to the social power of the brand. Nurani Kutenaee et al, (2021) in a study titled "Modeling Store Brand Competitiveness Based on the Environmental Stimuli Pattern in Chain Stores: A Mixed Approach" concluded that managing external and internal environmental stimuli in the store through an enjoyable shopping experience can create authenticity, attachment, and store brand image, which results in increasing market share, creating a powerful brand and competitive advantage, and ultimately making the store brand competitive.  Research Methodology The present study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation, and is an exploratory research type. The statistical population of the study in the qualitative section included 10 experts and academic experts proficient and familiar with the fields of marketing and branding. The research collection tool was a semi-structured interview. Research findings Data analysis in the qualitative section was carried out through coding and using MAXQDA software, and in the quantitative section using neural net and MATLAB software. The results of the study showed that 8 research criteria were identified, including brand continuity, brand credibility, brand coherence, brand symbolism, market homogeneity, market competition, market infrastructure, and political decisions. Also, all predictions of the proposed artificial neural network are made correctly, and the network is able to correctly identify and classify all outputs based on the defined inputs. Conclusion The present study was conducted with the aim of investigating sales drivers in evaluating the authenticity of emerging brands through measuring deep neural networks (DNN). The results of this study are in line with the results of Mousavi et al, (2023), Nurani Kutenaee et al, (2021), Mohammadi et al, (2021), Grewal et al, (2020), Holt (2020), Yavarigohar & Koraghli (2019), Van-Dat (2018), Dwivedi & McDonald (2018), Chen et al, (2017), Napoli et al, (2014), and Steenkamp & Geyskens (2014). Holt (2020) concluded in their study that emerging brands should use sales stimuli that reflect real values ​​and cultures. In this study, brand symbolism, which has a cultural context, has been pointed out in a relatively similar way, which can play a role as one of the criteria related to sales stimuli. According to the research results, the following suggestions are made: Commercialization of knowledge-based goods in the Iranian pharmaceutical industry can help develop research and innovation in this industry. It is suggested that by producing and supplying innovative drugs, research should be conducted to gain more knowledge about diseases and their treatment methods. This research can lead to scientific and medical advances in the country and improve treatment methods.

Abstract Abstract The aim of this study is to present a brand reputation model to increase the brand equity of pharmaceutical industries. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population of the qualitative part of the study includes 17 managers and employees of the marketing department of pharmaceutical companies, experts and professors knowledgeable in this field, selected by the snowball sampling method. The statistical population in the quantitative part includes 384 drug consumers. Data collection in the qualitative part is semi-structured interviews and in the quantitative part is a questionnaire. In analyzing the data in the qualitative part, open, axial and selective coding methods were used, and in the quantitative part, structural equation modeling (SEM) was used. The results of the qualitative section showed that five main categories including causal conditions (proven quality, drug safety monitoring system, reliable scientific data), contextual conditions (institutional cooperation, scientific-economic interaction with policymakers, international standards), intervening conditions (geopolitical factors, multi-level competition, technological developments), strategies (scientific superiority, transparency, crisis management, indigenous innovation) and consequences (sustainable trust, market position, scientific credibility and political bargaining power) constitute the body of the brand reputation model. In the quantitative section, the results of the study showed the high validity of the extracted model. Introduction In recent decades, brand reputation has been recognized as one of the most important intangible assets of organizations; an asset that not only affects consumer behavior, but also affects investor decisions, international reputation and even corporate communication policies (Agmeka et al., 2019). Brand reputation is the result of combining the actual performance of the company with perceptions created through formal and informal communication over time. This reputation acquires strategic value when it goes beyond mere customer recognition and develops into sustainable social capital among stakeholders (Ahmadi & Ataei, 2024). In the pharmaceutical industry, the importance of brand reputation is doubly important. On one hand, medicines are a vital commodity with high social sensitivity, and on the other hand, the high level of regulation, intense competition, and the requirement to comply with ethical principles make the trust and credibility of the pharmaceutical brand one of the requirements for business sustainability (Khan et al., 2022). Customers, doctors, regulatory agencies, and investors all make their decisions based on their perception of the reputation of the pharmaceutical company. In such an environment, brand reputation becomes a risk management tool, as brands with higher reputation are more resilient to media crises, consumer dissatisfaction, or ethical challenges (Bentoro et al., 2023). Despite the importance of this concept, studies conducted in the Iranian research literature show that there is no comprehensive and localized model for analyzing pharmaceutical brand reputation. Previous studies have often focused on the quantitative aspects of measuring brand equity and have ignored the qualitative dimensions of reputation, such as scientific trust, interaction with policymakers, or reputation risk management. While more recent international research - such as the study of Meng et al., (2023) - has emphasized the ability of reputation to create competitive difference and its link to organizational innovation, the country's scientific environment still lacks a model that can explain the relationship between reputation components and brand equity in the pharmaceutical industry in a paradigmatic and structured manner. Therefore, this study seeks to answer the question: What is the brand reputation model in order to increase the brand equity of pharmaceutical industries? Theoretical Framework Brand Reputation in the Pharmaceutical Industry Pharmaceutical brand reputation is usually based on three main stakeholder groups: prescribing physicians, patients, and regulatory institutions. Park et al. (2021) showed that companies that have a drug efficacy and safety monitoring system, continuous scientific education, and coherent ethical communications have a more stable reputation and higher loyalty. In contrast, Vuong & Bui (2023) emphasize that exaggerated advertising and weak scientific transparency are the main threats to pharmaceutical organizational reputation. In Iran, despite the quantitative growth of domestic brands, the lack of official standards for measuring reputation and the lack of ethical and scientific indicators have caused the perception gap between domestic and foreign brands to persist (Sayari et al., 2023). Ekhlasi (2017) and Ahmadi & Ataei (2024) have shown that communication behavior, ethical pricing, and responsiveness in the pharmaceutical crisis are the three main axes that shape reputation. Therefore, it is necessary to combine a qualitative approach (expert perception analysis) and a quantitative approach (measuring the relationships between variables) in order to scientifically and practically explain the mechanisms of forming and strengthening pharmaceutical brand reputation in Iran. The Relationship between Brand Reputation and Brand Equity There is a direct and reciprocal relationship between brand reputation and brand equity. Positive reputation facilitates the creation of brand equity, and high equity leads to reputation sustainability (Sabzevari et al., 2025). From a theoretical perspective, brand reputation has a synergistic relationship with the three key constructs of Aaker's model—loyalty, perceived quality, and brand association. The empirical model (Wang et al., 2021) showed that the impact of brand reputation on equity is formed through three main pathways: 1- Increasing information credibility: stakeholders perceive reputable brand advertisements or messages as more trustworthy, resulting in increased willingness to purchase or prescribe. 2- Reducing perceived risk: Scientific reputation reduces decision uncertainty and leads physicians to choose a trusted brand. 3- Strengthening loyalty: A reputation based on ethics and sustainable performance prevents trust violations and consumer disengagement. Within the framework of service-oriented logic, brand reputation is a source of value creation through social and cognitive interactions, not just economic ones, in pharmaceutical industries. These interactions are generally formed between the company, health institutions, and the patient community; and brand equity is achieved through scientific trust and social legitimacy (Sudirjo et al., 2023). Sabzevari et al., (2025) investigated the identification of the components of brand equity creation in the Iranian clothing industry. According to the results obtained in this study, the four components of internal brand strength, brand awareness, positive brand image, and perceived value are the most key components of brand equity creation in the Iranian clothing industry, with a good fit of the resulting model. Dehghani et al., (2024) explained the role of customer engagement with the brand and in relation to the dimensions of omnichannel characteristics on the quality of communication and brand value co-creation, considering the moderating role of brand reputation. The results of structural equations show that channel service configuration, channel interaction stability, channel quality assurance, and perceived channel smoothness have a positive and significant effect on customer engagement with the brand. Customer engagement with the brand has a positive and significant effect on the quality of customer communication with the brand, and the quality of customer communication with the brand has a positive and significant effect on brand value co-creation, and brand reputation is able to moderate the effect of customer engagement with the brand on the quality of customer communication with the brand. Research Methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of implementation. The statistical population of the research in the qualitative section includes 17 managers and employees of the marketing department of pharmaceutical companies, experts and professors knowledgeable in this field, selected using the snowball sampling method. The statistical population in the quantitative section includes 384 drug consumers. Data collection in the qualitative section is semi-structured interviews and in the quantitative section is a questionnaire. Research findings The data analysis of the qualitative part used open, axial and selective coding methods, and the quantitative part used structural equation modeling (SEM). The results of the qualitative part showed that five main categories including causal conditions (proven quality, drug safety monitoring system, valid scientific data), contextual conditions (institutional cooperation, scientific-economic interaction with policymakers, international standards), intervening conditions (geopolitical factors, multi-level competition, technological developments), strategies (scientific superiority, transparency, crisis management, indigenous innovation) and consequences (sustainable trust, market position, scientific credibility and political bargaining power) constitute the body of the brand reputation model. In the quantitative part, the research results showed the high validity of the extracted model. Conclusion This research was conducted with the aim of presenting a brand reputation model in order to increase the brand equity of the pharmaceutical industry. These findings are consistent with the results of Wang et al., (2021), Sabzevari et al., (2025), Dehghani et al., (2024), Hekmatnia et al., (2022), Opoku et al., (2023), Susanti & Samudro (2022), Yazdani Kachi et al., (2022), Rezaeian & Asgari (2021), Ishaq & Di Maria (2020), and Beig & Nika (2019). Wang et al. (2021) emphasizes that in knowledge-based industries, scientific capability and institutional transparency are the main drivers of brand reputation, rather than advertising. Sabzevari et al. (2025) showed that the four components of internal brand power, brand awareness, positive brand image and perceived value are the most key components of creating brand equity in the Iranian clothing industry and the obtained model has a good fit. According to the research results, the following suggestion was made: Establishing a specialized department to collect, produce and publish clinical and economic data of the drug, with the aim of transforming performance evidence into the main pillar of the brand's scientific reputation. Selecting and training a group of doctors and pharmacists as "scientific ambassadors" of the brand to convey scientific and ethical messages and participate in specialized congresses and forums.

Abstract Abstract The aim of this research is to design a sustainable organizational citizenship behavior model in the country's banking system. The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Introduction Today, environmental issues and the sustainable development agenda have acquired international dimensions. This means that the challenge facing organizations at the global level is to adopt sustainable business practices. Organizations need to make efforts to incorporate sustainable concepts into their ethical philosophy and shape organizational citizenship behavior based on it (Widyastuti & Arif, 2017). In fact, just as a good citizen in civil society does not simply violate the law, nor does he simply obey like everyone else, but rather promotes more obligations and cultivates the feeling that he should be treated based on rights and respect (Rastegar et al, 2019). In the organization, one of the main factors that can improve the behaviors, attitudes, and interactions of employees to provide higher quality services is sustainable organizational citizenship behavior. Some studies have focused on the consequences of organizational citizenship behavior and have mentioned factors such as organizational performance, organizational effectiveness, organizational success, customer satisfaction, customer loyalty, social capital, etc. as these consequences (Hadjimarzban et al, 2022). The occurrence of these behaviors in service organizations is of particular importance; because the lifeblood of a service organization is its employees who are directly in contact with the customer. Unlike products, services are produced and consumed at the same time; service employees can be both producers and service providers. This aspect of services has led to a great deal of focus on the vital role of service employees in delivering quality services. Given that in service companies, especially in the banking system, there is a direct relationship between employees and customers, sustainable organizational citizenship behavior will have a great impact on the success of the organization (Tehrani et al, 2018). The lack of effective cooperation between human resources, marketing, and finance departments can lead to a decrease in the effectiveness of environmental and social programs, which can also be considered as an obstacle to the implementation of sustainable organizational citizenship behaviors between different departments of the bank (Kim & Park, 2019). To address these problems, banks should show a tendency towards sustainable organizational citizenship behaviors. These behaviors include compliance with laws and regulations, consideration for the interests of society, protection of employee rights, protection of the environment, and protection of customer privacy; which will lead to the promotion of a citizenship culture in the organization and facilitate interaction with other organizations and local communities. In fact, the important concept of sustainable organizational citizenship behavior is that the organization does not view individual voluntary behavior as part of its reward system. Although each of these behaviors may seem minor and insignificant when considered separately, promoting these behaviors throughout an organization can have a significant impact (Althnayan et al, 2022). Therefore, the research question is: What is the model of sustainable organizational citizenship behavior in the country's banking system? Theoretical Framework Sustainable Organizational Citizenship Behavior Sustainable organizational citizenship behavior can be defined as "individual and voluntary social behaviors that are not explicitly recognized by the formal reward system." These “individual and voluntary behaviors” include a variety of initiatives, such as sharing knowledge to prevent pollution in the workplace, suggesting solutions to reduce garbage, representing the organization at an environmental conference, and collaborating with the environmental department to implement green technologies. Although each of these behaviors may seem small and insignificant on its own, their sum can help to make a significant difference in the organization’s environmental performance (Boiral & Paillé, 2012). Nuringsi et al, (2024) investigated the path of sustainable citizenship behavior: A study in the literature of sustainable entrepreneurship education. In this study, seven main constructs were identified, including local government support, sustainable entrepreneurship orientation, sustainability values, sustainability attitude, opportunity recognition, sustainable entrepreneurship intention, and sustainable organizational citizenship behavior. A total of 56 indicators were identified to measure these seven constructs, which will be used as measurement tools in subsequent research. The findings of this study will be used as a basis for further research and development of entrepreneurship education. Jankelová et al, (2024) investigated the improvement of organizational citizenship behavior towards the environment. The findings showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior towards the environment of local management employees in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of employee behavior at the micro level in local contexts and provide new insights into the factors positively associated with these behaviors. Research Methodology The present research is applicable in terms of its purpose, and is an exploratory research. The statistical population of the research includes experts and employees experienced in working with organizational sustainability. The statistical sample is based on the unlimited nature of the community; and the sample size was calculated by the formula 5q<n<15q, and 384 people were selected. Sampling in this research is random, and the collection tool is a questionnaire. Research Findings Data analysis was performed using SPSS and PLS software. The findings showed that the appropriate model of sustainable organizational citizenship behavior in the banking system is consistent with the paradigmatic model, including six main variables: causal conditions, background conditions, intervention conditions, strategies, consequences, and the central phenomenon; and has 18 indicators. The paradigmatic model of the research is presented based on the data-based theory strategy, which includes 5 indicators in the main variable of "causal conditions" and three sub-categories, individual factors, organizational factors. Organizational sustainable performance is a category of skills development in the main variable of "contextual conditions"; a category of sustainable tools and resources and the category of organization-oriented factors in the main variable of "intervening conditions"; sustainable organizational citizenship behavior in the main variable of "strategies"; and environmental transformational leadership in the main variable of "consequences", and the overall fit index (GOF) was obtained as 0.6534, which indicates a strong overall fit of the research model. Conclusion The present study was conducted with the aim of designing a model of sustainable organizational citizenship behavior in the country's banking system. The results of this study are consistent with the results of Nuringsihet al, (2024), Jankelová et al, (2024), Yang et al, (2023), D'Arco & Marino (2022), Shafiei Jafarloo (2022), Ebadifar & Mesbahi (2022), Ghanbari & Ahmadi (2022), Setiadi & Arieftiara (2022), and Sabati (2022). Jankelová et al, (2024) showed that there is a direct relationship between instrumental environmental support of mayors and organizational citizenship behavior of local management employees towards the environment in municipalities. The mediation hypotheses of stakeholder demand and individual-organization fit were also confirmed. Also, the positive moderating effect of trust in the mayor was confirmed. The moderating effect of commitment to the mayor was not confirmed. These results increase our understanding of the mechanisms behind the additional role of micro-level employee behavior in local contexts and provide new insights into the factors positively associated with these behaviors. In line with the results obtained, it is suggested that: Variation in personal characteristics and psychological states of individuals can lead to different interpretations of data and results; and especially in qualitative studies, cognitive biases may lead to inaccurate results. These variables can be difficult to measure accurately, as they are strongly influenced by organizational culture and individual experiences, which leads to inhomogeneity in the data.

Abstract Abstract The aim of the present study is to model and validate the role of artificial intelligence in improving the export capabilities of electronics industry companies: a mixed approach. The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of its implementation method. The statistical population in the qualitative section included 16 experts in the field of electronics industry exports and artificial intelligence technology selected by snowball sampling method; and in the quantitative section, 306 experts in marketing and sales of electronic products. The tool for collecting findings in the qualitative section was a semi-structured interview, and a questionnaire in the quantitative section. Data analysis in the qualitative section was based on data-based theory (Strauss and Corbin model) including three stages of open, axial and selective coding and MAXQDA software was used, and in the quantitative section, structural equation modeling (PLS-SEM) was used. The results of the qualitative section showed that five main categories including causal conditions (ICT infrastructure, data quality, technical capacity), contextual conditions (supportive policies, international cooperation, innovative organizational culture), intervening conditions (sanctions, rapid technological changes, legal barriers and customs regulations), strategies (demand forecasting, price optimization, logistics intelligence, human resource empowerment) and consequences (competitive advantage, global market penetration, increased customer satisfaction, cost reduction) constitute the model structure. In the quantitative section, the composite reliability indices were all more than 0.7 and the convergent validity for most categories was more than 0.5. The results of the hypothesis test also indicated the complete confirmation of the relationships between the model categories with a significance level of p<0.001. Introduction In the current competitive and globalized world, exports are known as the engine of economic growth and the main tool for enterprise development. Among the transformative technologies of the digital age, artificial intelligence is redefining international trade patterns as a strategic advantage and a tool for data-driven decision-making (Wang et al., 2023). By using machine learning algorithms and smart data analytics, export-oriented companies are able to predict the behavior of foreign customers and accelerate their market responses in volatile international markets (Jain & Aggarwal, 2020). Recent research also shows that artificial intelligence not only affects tactical decisions in export marketing, but also, at the strategic level, by developing innovative organizational capabilities, increases export performance and creates sustainable competitive advantage (Hasan & Ojala, 2024). In advanced industries, especially electronics industries, the wave of digitalization and integration of smart technologies has created a new form of export value chain. By optimizing supply chain management, product design, quality control, dynamic pricing, and international after-sales services, AI has made a significant contribution to improving productivity and sustainable entry of companies into global markets. On the other hand, recent studies in Asian countries show that the deployment of AI systems in electronics companies has reduced the rate of demand forecast errors by 40% and increased foreign customer satisfaction by 25% (Sugiharti et al., 2020). Despite the large volume of technical research, a native and integrated model that can explain the role of AI in developing the export performance of electronics industries in relation to Iran’s economic, institutional, and technological conditions has not yet been presented. Therefore, there is a clear theoretical and practical gap between the potential capabilities of AI and its actual mechanism in promoting the exports of Iranian companies. This gap forms the main focus of the present study; this means that the present research attempts to develop a comprehensive model to explain and validate the role of artificial intelligence in improving export performance by empirically analyzing data from exporting companies active in the electronics industry. The results of this study can be a practical guide for industrial policymakers and company managers on the path to digitizing export processes and achieving a sustainable position in global markets. Accordingly, the present research seeks to answer this question: What does modeling and validating the role of artificial intelligence in improving the export capabilities of electronics companies: a mixed approach look like? Theoretical Framework Artificial Intelligence Artificial intelligence enables the process of converting data into information, information into knowledge, and knowledge into intelligent action, and paves the way for the development of decision-making systems in conditions of uncertainty and intense competition. From a theoretical perspective, AI can be considered a strategic resource within the framework of resource-based theories and dynamic capabilities through which organizations increase their ability to analyze, innovate, and respond to environmental changes (Mahmood, 2023). The Role of AI in Firms' Export Performance In the electronics industry, where competitive advantage is based on innovation, speed of response, and supply chain optimization, AI acts as a strategic driver for improving export performance indicators. Companies that apply AI technologies in their marketing, demand planning, and export logistics processes have more sustainable growth and higher market share compared to competitors (Zhai, 2022). Fekret et al. (2024) investigated the role of artificial intelligence marketing on increasing sales and exports of Iranian sports goods using a phenomenological approach. After coding the interviews using the phenomenological method, 9 main themes and 53 sub-themes were identified. The 9 main themes included accurate identification of dimensions and indicators of smart marketing, SEO development, greater use of digital marketing and content marketing strategies, increasing the quality of Iranian sports goods, proper management of advertising and sales of Iranian sports goods, use of artificial intelligence tools, coverage of neuromarketing, employment of specialized human resources, exchange of information between the marketing and sales units. The findings of this study can serve as a basis for increasing sales and, as a result, developing exports and increasing profitability of organizations and companies in the field of Iranian sports goods. It is suggested that, due to the great importance of quality data in artificial intelligence marketing systems, the use of specialized human resources in marketing science should always be considered by managers of organizations and companies. Haghighi (2024) examined the necessity of using artificial intelligence in the development and progress of the country's exports and imports and stated that artificial intelligence can play a key role in the development and progress of the country's exports and imports. By optimizing the supply chain, forecasting demand, identifying new opportunities, improving risk management, and facilitating customs processes, artificial intelligence can help promote international trade and economic growth. However, challenges such as the shortage of skilled labor, high implementation costs, and security and legal issues are obstacles to realizing this potential. To benefit from the advantages of artificial intelligence in international trade, it is essential that the government and the private sector work together to implement programs for the development and application of this technology. The focus of these programs should be on training a skilled workforce, creating appropriate infrastructure, and developing transparent laws and regulations. By adopting a comprehensive and planned approach, artificial intelligence can be used as a tool to promote international trade and the country's economic development. Also, ethical issues, privacy, and data security should be considered. In general, artificial intelligence can play a significant role as a powerful tool in accelerating the development of countries' exports and imports. Research methodology The research method is applicable in terms of its purpose, and mixed (qualitative-quantitative) in terms of implementation. The statistical population in the qualitative section included 16 experts in the field of electronics industry exports and artificial intelligence technology selected by snowball sampling method; and in the quantitative section included 306 experts in marketing and sales in the field of electronic product exports. The tool for collecting findings in the qualitative section was a semi-structured interview, and a questionnaire in the quantitative section. Research findings Data analysis in the qualitative section was based on data-based theory (Strauss and Corbin model) including three stages of open, axial and selective coding and MAXQDA software was used, and in the quantitative section, structural equation modeling (PLS-SEM) was used. The results of the qualitative section showed that five main categories including causal conditions (ICT infrastructure, data quality, technical capacity), contextual conditions (supportive policies, international cooperation, innovative organizational culture), intervening conditions (sanctions, rapid technological changes, legal barriers and customs regulations), strategies (demand forecasting, price optimization, logistics intelligence, human resource empowerment) and consequences (competitive advantage, global market penetration, increased customer satisfaction, cost reduction) constitute the model structure. In the quantitative section, the composite reliability indices were all more than 0.7 and the convergent validity for most categories was more than 0.5. The results of the hypothesis test also indicated the complete confirmation of the relationships between the model categories with a significance level of p<0.001. Conclusion The present study was conducted with the aim of modeling and validating the role of artificial intelligence in enhancing the export capabilities of electronics industry companies: a mixed approach. The results of this study are in line with international studies such as Davenport et al. (2020), Mahmood (2023), and Wang et al. (2023), which introduced artificial intelligence as the main driving force of sustainable export advantage. At the national level, it is also in line with the findings of Rahimi Klor et al. (2024), which have shown that the application of smart technologies leads to agility, flexibility, and export resilience of Iranian companies. Based on the findings, it is recommended: 1- Establishing the "Iranian Electronics Industry Export Data Center" to collect and analyze export data with intelligent algorithms. 2- Training and empowering export managers in data analysis and working with artificial intelligence systems to promote real decision-making.

Abstract Abstract The purpose of this research is to provide a model of the use of mass communication media writers from internal and external social networks. The current research is applicable in terms of purpose, and survey in terms of nature. The statistical population of the research includes 22,000 journalists of the country, 400 of whom were selected using a simple cluster sampling method. A questionnaire was used to collect research data. SPSS and PLS statistical software were used for data analysis. The findings of the research show that the content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks. In selecting and producing content for social networks, features such as novelty, attractiveness, user-friendliness, multimedia, speed of publication and professionalism should be considered. Also, the findings showed that radio and television networks do not fully use the capacity of foreign social networks; and news agencies, media and news bases do not pay enough attention to domestic social networks. However, it should be noted that the audience is present in all social platforms and the media should be effective in all these platforms. In the social networking section, some important parameters include the number of channels, the number of members, the number of posts, the number of views, the number of reposts and the number of likes. These parameters produce better content and increase the impact of content and news on the audience. Also, in interacting with the audience, factors such as gatekeeping, data mining, subject finding and observation should also be considered. Introduction In recent years, despite the decrease in the penetration and circulation of official and traditional media, the penetration and expansion of social networks and media based on virtual space has increased in the country in such a way that according to the reports of the National Center of Virtual Space of the country and the research conducted in Iran's data mining centers, more than 71% of Internet users in Iran are members of one or more social networks, which means that more than 60 million Iranian citizens use social networks. This information is also confirmed by the data published in the world geographical map based on the Russian marketing source on the linkfluence website (Mashreq News base, 2023). Surveys and observations show that most of the country's mass media have joined hands with networks and social media to compensate for this loss of audience. For example, almost all media in the country have created official pages and accounts on social media and republish their content on these pages and channels, or some media such as radio and television use these media to interact with their audience and make their media attractive. Surveys show that most of the influential channels and pages of networks and social media in Iran are launched and managed by individuals or groups who are not professional media or media writers and are not familiar with the principles and techniques of professional media writing. According to the above, the main research question is: What is the model of mass communication media writers using internal and external social networks? Theoretical framework Mass communication media Mass media, newspapers, television or radio may be one-way communication, but in social media such as the Internet or messengers such as Instagram, WhatsApp, Twitter, YouTube, Facebook, and ITA, which is an internal social media, social communication is mutual, and has a greater impact on its audience that today this type of social media is also called a social network (Habibi, 2023). Social networks In the world of scientific communication, social networks can be considered as effective platforms in the production of science, sharing ideas and personal and social growth. The revolution has brought about a new type of virtual communication devoid of the spirit that governs real social relations. Through satellite, Internet and...; a new world is created parallel to the real world (Ala Fossi & Stephen 2016). Naghibulsadat et al, (2022) investigated the factors related to the news authority of domestic and foreign media from the audience's point of view. The results showed that it is not possible to restore the lost trust of the people in the domestic media; achieving news authority for domestic media is a difficult matter. The findings show that the respondents currently believe that positive news from foreign media and negative news from domestic media are published more. This issue shows that the history of foreign media activity and the continuation of the existing damage in the way of domestic media's performance was the basis for the formation of this belief. Cage et al, (2022) in a study titled 'Social Media Influences Mainstream Media: Evidence from Two Billion Tweets' concluded that social media is increasingly influencing society and politics, while that old media are still the most widely used source of news. Research methodology The current research is applicable in terms of purpose, and survey in terms of nature. The statistical population of the research includes 22,000 journalists of the country, 400 of whom were selected using a simple cluster sampling method. A questionnaire was used to collect research data. Research findings SPSS and PLS statistical software were used for data analysis. The findings of the research show that the content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks. In selecting and producing content for social networks, features such as novelty, attractiveness, user-friendliness, multimedia, speed of publication and professionalism should be considered. Also, the findings showed that radio and television networks do not fully use the capacity of foreign social networks; and news agencies, media and news bases do not pay enough attention to domestic social networks. However, it should be taken into account that the audience is present in all social platforms and the media should be effective in all these platforms. In the social networking section, some important parameters include the number of channels, the number of members, the number of posts, the number of views, the number of reposts and the number of likes. These parameters produce better content and increase the impact of content and news on the audience. Also, in interacting with the audience, factors such as gatekeeping, data mining, subject finding and observation should also be considered. Conclusion The current research was conducted with the aim of providing a model of the use of mass communication media writers from internal and external social networks. The results of this research correspond with the results of Torki et al, (2023), Yahya Zadeh et al, (2023), Naghibulsadat et al, (2022), Cage et al, (2022), Mesrian et al, (2022), Seyedmohseni et al, (2021), Malekian (2020), Icha (2017), Elizabeth (2018), Erik Alzhalda et al, (2019), Bhavtosh Ras et al, (2019), and Rahnavard (2016). Cage et al, (2022) have concluded that social media are increasingly influencing society and politics, while traditional media is still the most widely used source of news. According to the results of the research, the following suggestions are provided: Parameters such as the number of channels, the number of members, the number of posts, the number of views, the number of reposts, the number of likes should be paid attention. These parameters make to produce better content and to increase the impact of content and news on the audience. Content produced in mass communication media such as radio and television networks, news agencies, press and news bases cannot be published in the same way in social networks.

Abstract Abstract The present study was conducted with the aim of presenting a supporting model of Islamic jurisprudence for social and economic entrepreneurship. This qualitative research was developed using content analysis; in this research, the findings of semi-structured interviews with 14 professors of jurisprudence, Islamic law, and entrepreneurship, and legal consultants, as well as reviewing related research were combined and the present model was designed. Accordingly, by analyzing the content of the interviews and research using the 2020 MaxQda software, the relevant dimensions were extracted and the importance and priority of each were determined using the Shannon entropy technique. Based on the research approach, 6 aspects, 26 components, and 76 codes were extracted. Managers and entrepreneurs should adopt and implement effective principles and strategies to achieve positive outcomes. This research presented the supporting model of Islamic jurisprudence for social and economic entrepreneurship in the form of 26 components. Since a comprehensive model for Islamic jurisprudence’s supportive solutions for social and economic entrepreneurship has not yet been presented, this research can be beneficial in addressing emerging challenges, sustainable economic development, strengthening social responsibility, adapting to global changes, and developing new markets and business opportunities. Introduction The modern global economy is undergoing significant changes that have necessitated a review of traditional models of entrepreneurship and their impact on macroeconomic indicators. In the face of increasing economic inequality and environmental degradation, Islamic entrepreneurship is emerging as an attractive alternative model that is based on ethical principles and based on “Maqasid al-Sharia” (objectives of Sharia). This concept refers to the preservation of the five essentials of religion, life, intellect, progeny, and property, and guides Islamic entrepreneurship towards ethical business practices, profitability with social responsibility, and economic justice (Kamla et al., 2021). The growth of the Islamic economy globally, especially in the areas of finance, halal industries, and social businesses, highlights the need to understand the impact of this entrepreneurial model on macroeconomic stability, including inflation control, employment creation, and equitable income distribution (Mohammed, 2020). Macroeconomic challenges such as unemployment, inflationary fluctuations, and financial exclusion in developed and developing countries require innovative solutions that combine ethical imperatives with operational outcomes (Agustiawan, 2025). Islamic entrepreneurship helps address these challenges through tools such as zakat, Qard-ul-Hasana, and profit-and-loss sharing agreements (Dusuki & Abdullah, 2020). It also helps develop small and medium-sized enterprises, which are the engines of economic growth in Islamic countries (Farooq, 2022). Islamic social entrepreneurship is a branch of business in Islam that improves the economy of the Ummah. Islamic social entrepreneurship is a socially oriented entrepreneurial activity that is based on the main sources of Islamic law, namely the Quran and Sunnah. Therefore, it can be said that Islamic social entrepreneurship is a non-profit oriented entrepreneurial activity whose main goal is to realize the social values ​​of society and strengthen the Islamic spirit through social activities based on the teachings of the Quran and Sunnah to gain divine pleasure and blessing (Muin, 2017). Fiqh literally means to understand and comprehend. Idiomatically, Fiqh means the knowledge of practical Sharia rulings that are deduced from detailed sources such as the Quran and Sunnah (Al-Baydawi, Bita). There are five main jurisprudential methods agreed upon by scholars of different schools of thought: 1. Al-Amr Bi Maqasidha (Actions are evaluated based on intentions); 2. Al-Yaqin La Yazal Balashk (Certainty does not disappear with doubt); 3. Al-Mushqa Tajalb Al-Taysir (Hardship brings ease); 4. Al-Darar Yazal (harm must be removed); 5. Al-Adeh Muhkamah (custom can be law-making). The concept of Islamic social entrepreneurship is based on the main sources of Sharia, namely the Quran and Sunnah. This concept refers to the Prophet's (PBUH) migration from Mecca to Medina and his successes in improving the economic status of the Quraysh. Theoretical Framework Islam shapes the organization in various ways, as all areas of a business such as strategy, organization, human resources, finance, and marketing are influenced by the Islamic perspective. The strategy is expected to be not only profitable, but also in line with worldly socio-economic well-being as well as spiritual growth. The financial aspect of business is very relevant to entrepreneurship. Islam sets certain prohibitions on financing and investing a business activity. In a four-step process, God gradually emphasized that riba, the receipt of interest, is forbidden. Islam encourages some financial (entrepreneurial) partnerships such as mudarabah and partnership. In a mudarabah partnership, one party provides the capital and the other party, the mudarib, performs the entrepreneurial work. In a partnership, different parties provide the capital and some also participate in the management. Financial losses are borne by the capital provider in proportion to the financial contribution, while the entrepreneur effectively loses the time and effort invested in the project. Profits are shared based on pre-agreed proportions (Gümüsay, 2015). Islam itself may be considered an entrepreneurial religion in the sense that it enables and encourages entrepreneurial activity, i.e., the pursuit of opportunity, risk-taking, and innovation (Kayed and Hassan, 2010). Both the Quran and the Sunnah emphasize pursuit in this world. When the term “entrepreneur” was introduced to economic theory by the Irish-French economist Richard Cantillon, he considered the entrepreneur as an expert in risk-taking. While the worker has a guaranteed wage, the entrepreneur bears a profit or loss at the end of the business activity. The concept of risk is closely related to the concept of sustenance (income or wealth) – not only in its spelling. For a Muslim, sustenance is ultimately granted by God. Therefore, an entrepreneur needs to trust, rely on God. In this sense, risk is “outsourced” and risk-taking becomes easier. In the financial sector, even a type of commitment is prohibited due to the prohibition of interest. Wealth itself is not allowed to generate wealth. Investment must be associated with risk and the investor himself becomes an entrepreneur and helps entrepreneurs through investment in their business endeavors (Gümüsay, 2015). Research Methodology The present study is based on qualitative research in the inductive paradigm and is applied in terms of purpose. In terms of research strategies, it is a qualitative research that analyzes information using the content analysis method and is considered descriptive-exploratory in terms of research objectives. Content analysis is a method for identifying, analyzing, and reporting patterns in qualitative data. This method is a process for analyzing textual data and transforms scattered and diverse data into rich and detailed data. The complete process of content analysis can be divided into three major stages including 1. text analysis and description, 2. text description and interpretation, and 3. text integration and reintegration, six steps including 1. familiarization with the data, 2. creation of initial codes and coding, 3. searching and recognizing themes, 4. drawing a network of themes, 5. analyzing a network of themes, 6. compiling a report (Abedi Jafari et al., 2011). Research findings In this research, by considering the meaning of each code, they were categorized into a similar concept, and in this way, the research concepts were determined. Based on the analyses conducted using the content analysis method of interviews and a review of previous research, a total of 6 overarching themes, 26 organizing themes, and 76 basic themes were identified and extracted. The findings from this stage indicate that such a systematic and comprehensive study has not been conducted so far, and each of the studies has focused on a specific aspect and has not been presented as a comprehensive and systematic framework. Conclusion Islamic jurisprudence, with its emphasis on concepts such as endowment, khums, and zakat, can provide a suitable platform for financing social entrepreneurship. It is suggested that new endowment institutions be established with a focus on supporting social and employment-creating businesses that specialize in this matter. The use of Islamic financial instruments such as mudarabah, civil participation, and musaqat can be a suitable solution to solve the problem of financing entrepreneurs. These mechanisms create more incentive for investment by reducing risk and fairly distributing profits. Islamic jurisprudence, with its emphasis on concepts such as cooperation, brotherhood, and partnership, can provide a solid foundation for the development of cooperative enterprises. This model can help reduce inequalities and distribute wealth more equitably. The establishment of Qarz al-Hasanah funds with the mission of supporting social and economic entrepreneurs can help solve the problem of access to financial resources. These funds can operate by prioritizing disadvantaged areas and low-income groups. Islamic jurisprudence can be the basis for developing protective laws for entrepreneurs. This includes simplifying regulations, reducing bureaucracy, and creating legal guarantees for the activities of entrepreneurs. Designing integrated training courses that teach both jurisprudential principles and entrepreneurial skills can help cultivate a new generation of committed Muslim entrepreneurs. The establishment of specialized institutions that can help entrepreneurs solve Sharia-related business issues is essential. These centers can play an important role in resolving issues such as usury suspicions, legalizing contracts, and resolving commercial disputes. Islamic jurisprudence, with its emphasis on business ethics and fairness in transactions, can be the basis for creating distribution networks for goods and services that reduce intermediary costs and increase producers' profits. Designing specific models that allow women to participate while maintaining Islamic standards can help increase the rate of women's entrepreneurship in Islamic societies. Developing Islamic criteria for evaluating business performance in terms of compliance with Islamic standards, social responsibility, and positive impact on society can help guide entrepreneurship in the right direction. These solutions, by utilizing the rich capacities of Islamic jurisprudence and combining it with the needs of the present era, can lead to the creation of a dynamic, fair, and sustainable entrepreneurial ecosystem in Islamic societies. Implementing these proposals requires the cooperation of religious institutions, academic centers, executive agencies, and the private sector to be implemented systematically and in a coordinated manner. It is suggested that future research should use mixed methods such as DEMETL to examine the effectiveness and efficiency of the principles. It is also possible to prioritize the proposed strategies using the Fuzzy Delphi method. The findings are consistent with the research of Yasmeen (2024) and Abd Muin et al. (2019).

Abstract Abstract The aim of this study is to present a consumer behavior model of product safety perception (case study of home appliance consumers in Mashhad). The present study is applicable in terms of its purpose, and descriptive of experimental, correlational and survey type in terms of research data collection method. The statistical population of the study includes 384 home appliance consumers, selected by non-probability and available sampling method. A researcher-made questionnaire was used to collect research data. The analysis of the research findings was carried out by SPSS and Lisrel statistical software. With 95% confidence, the model of perception of safety of home appliance users in Mashhad was accepted. The results showed that customer orientation and education, factors related to sellers, instructions and labels, cultural and social factors, advertising and marketing, demographic characteristics, customer knowledge and awareness, and factors related to the product of the consumer have an effect on product safety. Introduction Product safety as a goal in the health of the community is of great social importance (Lin et al, 2019). Governments around the world pay special attention to product safety to improve people's quality of life. For example, in the field of food safety and quality, according to reports from the European Food Safety Authority and the Center for Disease Prevention and Control, about 4783 and 5079 cases occurred in 32 European countries in 2016 and 2017, respectively. For example, in 2017, poisonous eggs entered the market in about 20 European countries such as Germany, Belgium, and the Netherlands. In the field of food safety, cases that occurred in Asian countries have caused consumer anxiety. For example, in 2017 in China, melanin was discovered in powdered milk. Therefore, by assessing the quality and safety of a product, such undesired incidents can be effectively reduced (Han et al, 2019). Also, these safety incidents can hinder social stability and economic development (Lin et al, 2019). We come into contact with a large number of products (e.g., mobile phones, computers, and cars) every day, and our lives and our sense of well-being depend on the functions and features of these products. In developed countries, many products on the market generally have a high level of safety, but still some products cause harm to humans, the environment, or financial assets (Rausand & Bouwer utne, 2009). This lack of safety is due to product complexity, time and cost pressures during product development stem from intense competition in markets, the introduction of new technologies to the market before all their aspects are known, and products designed for specific purposes but used differently by consumers. Product safety is a component of product quality that has received public attention due to the problems that some products have caused to consumers. Product safety in developing countries is a significant concern for industries and governments, especially consumers who cannot easily assess the risks of product safety (Syahlani et al, 2024). Accordingly, home appliance manufacturers should identify the damages that a consumer may face when using that product, and use it to design safer products. Consumers' perceptions will be affected when they feel that a product may pose a risk to them, whether financial or personal. Considering the issues raised, this research attempts to examine the question: what is the consumer behavior model of product safety perception?  Theoretical Framework Product Safety The definition of product safety is the extent to which consumers believe a product is safe. Product safety is also related to consumers' concerns about product safety in the production process. Product safety plays an important role in determining whether a product is safe or unsafe to purchase and use. However, product safety is an important aspect in evaluating product quality. Product safety affects purchase intention. Attitudes towards product safety play a role in shaping consumers' assumptions about the importance of product safety. Product safety is a very important factor in shaping consumer attitudes (Hua & Spier, 2020). Perceived Value According to the theory of perceived value, the process of evaluating a customer's value for what they paid is defined as what they received. Perceived quality and perceived value are the primary factors influencing a consumer's willingness to pay. Perceived value is the quality that a person receives for the price paid, so that if a consumer views the price of a product as money lost, he or she becomes more sensitive to value (Abedin et al, 2020). Widyaningtyas et al, (2022) investigated the relationship between perceived safety and consumer intention and determined the effect of perceived risk as a mediating factor on consumers' intention to purchase herbal products. The results showed that health awareness and attitude are essential determinants of this phenomenon. The results also showed that perceived risk does not have a moderating effect on perceived safety and purchase intention. Considering the safety issues in the use of herbal products, providing practical information to consumers encourages more consumers to purchase herbal products. Dai et al, (2022) investigated the identification of factors affecting consumers' attitudes towards food safety using a multinomial logistic regression model. The results showed that safety has the greatest impact on consumers' purchasing decisions. However, other factors affecting the purchase of seafood, such as freshness, nutritional value, attention to the elderly and children, price, convenience of consumption and purchase were also considered by consumers. The region and the effect of monthly family income were not significant, indicating that consumer behavior is more related to personal characteristics and perceptions.  Research Methodology The present study is applicable in terms of its purpose, and descriptive of experimental, correlational and survey type in terms of research data collection method. The statistical population of the study includes 384 home appliance consumers, selected by non-probability and available sampling method. A researcher-made questionnaire was used to collect research data.  Research Findings The analysis of the research findings was carried out by SPSS and Lisrel statistical software. With 95% confidence, the model of perception of safety of home appliance users in Mashhad was accepted. The results showed that customer orientation and education, factors related to sellers, instructions and labels, cultural and social factors, advertising and marketing, demographic characteristics, customer knowledge and awareness, and factors related to the product of the consumer have an effect on product safety.  Conclusion The present study was conducted with the aim of presenting a consumer behavior model of product safety perception (case study of home appliance consumers in Mashhad). The results of this study are consistent with the results of Widyaningtyas et al, (2022), Davoglio Zanetta et al, (2022), Dai et al, (2022), Dawid & Muehlheusser (2022), Lee & Yon (2020), Zhang & Hou (2018), and Cai & Seligsohn (2019). Davoglio Zanetta, et al, (2022) showed that at the level of education, income had a positive effect on consumers' perceptions of product safety. The category of cognitive aspects constitutes the majority of the identified drivers. Both concern about product safety and perception of risk have the greatest impact on consumers' perceptions of product safety. Finally, the place of consumption and place of purchase in the category of other factors affect perceptions and beliefs about product safety. According to the results of the study, the following suggestions were made: - Home appliance manufacturers should pay attention to consumers' safety needs in designing home appliances and use advanced safety features such as automatic shutdown sensors or materials resistant to heat and electric shock. - Production and distribution of products tailored to the needs of different consumer groups (e.g. families with small children). - Providing comprehensive safety information on the product, such as international certificates and instructions for use - Pricing based on consumer perceptions of safety helps improve product trust - Providing clear explanations about the price difference of safer and more standardized products compared to conventional options - Safer products should be offered at competitive prices commensurate with their safety benefits

Abstract Abstract The aim of the present study is to design a development model for consumer cooperatives in Iran. The research method is applicable in terms of its purpose, and qualitative phenomenological in terms of its implementation method, and has inductive and deductive approaches. The statistical population includes 12 executive managers, members, and experts active in consumer cooperatives, selected by non-probability judgmental (purposive) sampling. The data collection tool includes semi-structured interviews. Data analysis was performed using MAXQDA 20 software. The results indicate that the development of consumer cooperatives is influenced by key components such as experienced and trained human resources, organizational development strategies, appropriate management structure, legal support, active participation of members, use of new technologies, and development of distribution and sales networks. Also, cultural components such as trust and cooperation between members play a facilitating role in development. Quantitative and qualitative indicators related to each component were also found to be effective in increasing productivity and achieving economic and social goals. Integration and coordination between components and indicators are crucial for achieving sustainable development of consumer cooperatives, and the use of this framework can be a practical guide for policymakers and managers in this field. Introduction Cooperatives, as organizations with a democratic and participatory structure, play a fundamental role in the economic and social development of societies (Ribas et al, 2022). These institutions aim to integrate the economic and social interests of their members, providing a platform for promoting general welfare and reducing poverty (Joshi, 2024). Research findings indicate that cooperatives make a significant contribution to economic growth and social sustainability by creating job opportunities, strengthening entrepreneurship, and increasing social capital (Mitov et al., 2024). Promoting the sustainable development of cooperatives requires adopting systematic and innovative approaches that ensure the participation of all stakeholders in the decision-making process and program implementation. In this regard, the cooperative ecosystem model, as a new framework, emphasizes cooperation and synergy between members, the government and other institutions. This model can be used as an effective tool for policymakers to accelerate the transformation and strengthen the position of cooperatives in the national economy (Șavga, 2025). The focus of this approach on innovation in the fields of management, education and technology will pave the way for improving productivity and responding to the changing needs of members (Kamalia et al, 2025). Cooperatives, as organizations founded on the principles of common ownership, democratic management and member financing, face numerous challenges that directly affect their performance and sustainability (Fulton & Hueth, 2009). Weak institutional support, lack of appropriate infrastructure, and ineffective policies can not only threaten the growth and sustainability of cooperatives, but also reduce members’ trust in cooperative management. In addition, negative social capital, or lack of trust between members and managers, is another serious obstacle to the development and survival of cooperatives. These conditions, especially in societies where social trust and solidarity are weak, have a greater impact on cooperative performance and can prevent them from achieving their main goals (Duarte et al., 2025). Cooperatives are known as social enterprises, with trust and cooperation as their essential pillars (Saz-Gil et al., 2021). Cooperatives face specific challenges in human resource management due to their democratic structure and the need to balance the interests of members and non-members (Voigt & Oelsnitz, 2024). This unique structure requires the design of frameworks that emphasize member self-leadership and adherence to participatory values. Such frameworks can help strengthen member interaction and increase productivity in cooperative environments (Kumara & Bhat, 2022). Therefore, the main question is: how is the design of a development model for consumer cooperatives in Iran? Theoretical Framework History and Evolution of Cooperatives These companies have developed in many countries as a tool for the economic and social empowerment of different groups in society, especially farmers and workers. In some countries, such as Finland, the laws governing cooperatives have taken on characteristics of commercial companies over time, a process known as “corporatization”. These changes have to some extent reduced the difference between cooperatives and commercial companies, but the fundamental principles of cooperatives are still preserved and play their main role (Pönkä, 2019). Definition and nature of cooperatives Cooperatives are independent associations in which a group of people with a common motive come together voluntarily and democratically to meet their economic, social and cultural needs. These types of companies operate on the basis of principles such as free and voluntary membership, active economic participation of members, democratic control by members, organizational independence, education and information, inter-cooperative cooperation and attention to social interests (Yaşan, 2024).  Legal and organizational characteristics of cooperatives Unlike traditional commercial companies that focus on profit, cooperatives are formed based on the common interests of their members and the principle of cooperation. The management structure of cooperatives is usually designed to include a board of directors elected by members and professional executive management, and decisions are made democratically (Cheney et al., 2014). The role and performance of cooperatives Numerous studies show that cooperative principles have a significant impact on the entrepreneurial orientation of these companies and can promote their innovation, risk-taking, and overall efficiency. In addition, studies have shown that the financial and operational performance of cooperatives is not much different from non-cooperative companies and that they can be as successful as other companies in a competitive market (Guzmán et al., 2020). Duarte et al. (2025) examined the competitive behavior of consumer cooperatives. Using data and a structural model, we test whether consumer cooperatives in the Italian supermarket industry act as profit-maximizing firms. We find no significant deviation from profit maximization. Based on a hypothetical experiment, even a mild degree of internalization of consumer welfare by the cooperatives studied can generate welfare benefits for consumers that are comparable to the regulatory benefits they enjoy. Boadu et al. (2024) examined the social economy and solidarity and social inclusion of cooperatives in the Asin-Fuso Municipality, Ghana. The results showed that cooperatives promote social inclusion by facilitating access to productive and financial resources with members of credit-based cooperatives experiencing high social inclusion. Members with smaller households enjoyed higher social status, as they were able to engage in more social and economic activities within their communities and groups. We recommend access to credit and production resources and long-term production control measures, as these factors are essential for high social inclusion. Research Methodology The research method is applicable in terms of its purpose, and qualitative-phenomenological in terms of its implementation, and has inductive and deductive approaches. The statistical population consists of 12 executive managers, and members and experts active in consumer cooperatives, selected using non-probability judgmental (purposive) sampling. The data collection tool includes semi-structured interviews. Research Findings Data analysis was carried out using MAXQDA 20 software. The results indicate that the development of consumer cooperatives is influenced by key components such as experienced and trained human resources, organizational development strategies, appropriate management structure, legal support, active participation of members, use of new technologies, and development of distribution and sales networks. Also, cultural components such as trust and cooperation between members play a facilitating role in development. Quantitative and qualitative indicators related to each component were also found to be effective in increasing productivity and achieving economic and social goals. Integration and coordination between components and indicators are crucial for achieving sustainable development of consumer cooperatives, and using this framework can be a practical guide for policymakers and managers in this field. Conclusion The present study was conducted with the aim of designing a development model for consumer cooperatives in Iran. The results of this study are consistent with the results of Duarte et al. (2025), Șavga (2025), Boadu et al. (2024), Osten et al. (2024), Jafari (2021), Guzmán et al. (2020). and Mokhtari & Rahimi (2019). Boadu et al. (2024) showed that cooperatives promote social inclusion by facilitating access to productive and financial resources with members of credit-based cooperatives experiencing high social inclusion. Members with smaller households enjoyed higher social status as they were able to carry out more social and economic activities in their communities and groups. We recommend access to credit and productive resources and long-term production control measures as these factors are essential for high social inclusion. Based on the results of this study, the following recommendations are made: Investing in information technology and developing electronic sales systems and management automation systems are other strategic priorities that should be considered. This measure can significantly improve the quality of services provided to members, improve interactions between members and cooperatives, and increase the competitiveness of these institutions.

Abstract Abstract The aim of the present study is to investigate the effect of design thinking and technological designs in supporting entrepreneurial ecosystems. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of the study included 150 managers and entrepreneurs of knowledge-based companies in Isfahan, of whom 93 were randomly selected through the Cochran formula. A researcher-made questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that all research hypotheses have been confirmed. Accordingly, the integration of design thinking and technological design has a significant impact on supporting entrepreneurial ecosystems. These findings emphasize the importance of these two approaches in creating and developing entrepreneurial ecosystems. Introduction “Design thinking” has been used by many universities in entrepreneurial ecosystems. Despite the differences between entrepreneurship and design thinking as two separate disciplines, their combination in entrepreneurial ecosystems is promising (O’Shea et al., 2021). Design thinking is a problem-solving approach that primarily deals with understanding the needs of people and creating innovative solutions to meet these needs. It is considered a driver of innovation and change with the aim of solving problems and meeting human needs. Many developments in the business environment, especially high levels of uncertainty, have prompted the need to deviate from traditional ecosystems and implement design thinking in entrepreneurial courses (Sarooghi et al., 2019). Entrepreneurial ecosystems refer to a network of businesses, organizations, institutions, and individuals connected to each other and exchange ideas, resources, and knowledge. These ecosystems provide a suitable platform for the development of innovation and the formation of startups. In this space, the use of approaches such as design thinking and technological design can help accelerate the process of growth and innovation, and enable entrepreneurs to create sustainable solutions based on the real needs of society and markets (Molina & Valbuena, 2019). On the other hand, technological designs, which use advanced tools and new technologies to develop products and services, help accelerate the innovation process and improve performance in digital and technical environments. Combining these two approaches can significantly improve entrepreneurial and innovation processes (Zahra et al., 2023). In fact, this combination can pave the way for designing products that, in addition to efficiency and productivity, also carefully consider human needs and user experiences. In other words, design thinking and technological designs can simultaneously support entrepreneurial ecosystems because they not only solve more complex problems that arise in innovation processes, but also help create technological solutions based on data and advanced technologies (Aransyah et al., 2023). This raises the question: how can design thinking and technological designs support entrepreneurial ecosystems. Theoretical Framework Entrepreneurial ecosystems are a set of entrepreneurial actors, organizations, institutions, and processes that come together and interact to create the conditions in which new businesses are created and grow. They include elements such as access to finance, talent, mentoring, and institutional conditions such as an entrepreneurial culture and entrepreneurial networks and leadership (Koriwan & Applianti, 2023). Technological Design Technological design refers to the process of creating order out of chaos and making technology usable for business purposes. It involves guiding transformation processes through automation, digitalization, and technical advancement to enable the development of innovative products and services in the digital age (Lehoux et al., 2014). Design Thinking Design thinking is a tool that manufacturers can use to develop solutions to consumer problems (Whitehead et al., 2019). Research Background Farokhmanesh et al. (2024) investigated the effect of design thinking on corporate performance through the mediation of business model innovation. According to the conceptual model presented in this study, 7 hypotheses were confirmed. These findings showed that human-centeredness, learning from failure, discovering customer needs, idea generation, experimenting with ideas, business model innovation, and design thinking have an effect on business performance. The results show that the conceptual model presented can well explain the phenomenon under study and has appropriate accuracy and validity. This study focuses on examining the effect of multiple factors, including human-centeredness, deductive reasoning, learning from failure, discovering customer needs, idea generation, experimenting with ideas, business model innovation, and design thinking, on business performance. The results of this study show that these factors have a positive effect on business performance by improving management processes and strategies, improving innovation processes, and increasing organizational capabilities. Therefore, companies can use these findings to develop new strategies and approaches to improve performance, increase competitiveness, and achieve more sustainable growth in today's dynamic and complex markets. At the end of this study, some suggestions are also made. Shiralian et al., (2024) presented a study titled "The Innovation Equation: Understanding the Relationship between Team Cohesion, Motivation, and Design Thinking Mindset in Enhancing Employees' Innovative Performance". While there was no direct correlation between employee motivation and innovative performance, a significant positive relationship was identified between team cohesion and innovative performance, with design thinking mindset effectively mediating these relationships. Therefore, design thinking mindset was considered as an important factor in increasing innovative performance. This study emphasizes the importance of cultivating a design thinking mindset, in combination with team cohesion and employee motivation, to increase innovative performance in organizations. These insights are critical for organizations seeking to foster a sustainable culture of innovation. Research Methodology The research method is applicable in terms of its purpose, quantitative in terms of its implementation method, and descriptive-correlational in terms of its nature and method. The statistical population of the research includes managers and entrepreneurs of knowledge-based companies in Isfahan, numbering 150 people, of whom 93 were selected as a sample by random method through the Cochran formula. A researcher-made questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. Research findings SPSS and PLS software were used to analyze the data. The research findings show that all research hypotheses have been confirmed. Accordingly, the integration of design thinking and technological design has a significant impact on supporting entrepreneurial ecosystems. These findings emphasize the importance of these two approaches in creating and developing entrepreneurial ecosystems. Conclusion The present study aimed to investigate the impact of design thinking and technological designs in supporting entrepreneurial ecosystems. The results of this study are consistent with the results of Farokhmanesh et al. (2024), Shiralian et al. (2024), Karami & Zakipour (2023), Abolhasani et al. (2021), Lynch et al. (2021), O’Shea et al. (2021), and Mansoori & Lackéus (2020). Farokhmanesh et al. (2024) showed that human-centeredness, learning from failure, discovering customer's needs, ideation, testing ideas, business model innovation, and design thinking have an impact on business performance. It also shows that these factors have a positive impact on business performance by improving management processes and strategies, improving innovation processes, and increasing organizational capabilities. Therefore, companies can use these findings to provide new strategies and approaches to improve performance, increase competitiveness, and achieve more sustainable growth in modern dynamic and complex markets. According to the results of this research, the following suggestion is made: It is recommended to make greater use of design thinking and technological design, holding practical workshops, and developing digital tools to more easily implement design thinking and technological design in startups.

Abstract Abstract The present study aims to provide a recurring marketing strategy with a customer credibility determination approach using neural network data mining. The method of this research is applicable in terms of purpose, and is of a mixed type (qualitative-quantitative) in terms of implementation. First, by using the content analysis method, the key components of recurring marketing were identified and the initial optimization framework was designed. Then, the Delphi method and structured interviews with experts in the field of marketing and customer management were used to validate the indicators. In this study, a combination of the K-Means++ clustering algorithm and the RFM model was used to segment customers and identify groups in need of marketing interventions. Also, by using decision trees and artificial neural networks, the rules for validating customers and the accuracy of predicting their behavior have been improved. The research findings show that this combined framework not only improves the accuracy of clustering, but also allows designing personalized strategies for each group of customers. The results indicate that the recency index has the greatest impact in determining customer value, and the integration of transactional data with demographic and behavioral characteristics provides more comprehensive insights for marketing decisions. By filling the gaps in previous research, especially in the area of ​​interpretability and generalizability of models, this research has taken an effective step towards developing theoretical and applicable knowledge of return marketing. Introduction Customer value is defined as the perception of what a product or service can be useful to the customer, compared to possible alternatives. By benefit, we mean whether the customer feels that he or she receives certain benefits by purchasing a product in exchange for a certain amount of money. Lifetime value shows the profit from the customer relationship for the entire period from the moment he saw the first advertisement or registered on the site to the last purchase. Lifetime value affects the amount of revenue: the more regular customers a company has, the higher its revenue. How can you calculate lifetime value? To calculate lifetime value, you can multiply the average purchase size by the number of purchases and the retention period. Or divide the total revenue by the total number of users for a given period. In this regard, customer credit is one of the crucial issues and is very important for maintaining the financial security and sustainability of the organization. One of the fundamental challenges in this area is identifying the appropriate indicators for crediting and scoring customers. Therefore, determining correct and reliable indicators is very challenging. Segmenting customers into different prominent groups and designing personalized activities for each cluster is a vital technique for determining marketing tactics (Rajesh et al., 2024). Also, to score customers, there must be an appropriate and fair scoring system. This system must be able to place customers in different categories by considering credit and behavioral criteria and assign them appropriate points based on their performance (Wulansari & Heikal, 2024). In addition, there is a need to develop methods to evaluate and monitor customers over time. The aim of this research is to present a return marketing strategy with a customer credit determination approach using data mining. However, so far, the inability to discover valuable information contained in the collected data has prevented this data from being converted into valuable and usable knowledge in the organization, and data mining tools can help organizations discover hidden knowledge in a large amount of data (Calisir et al., 2016). Therefore, this research seeks to answer the question: what does a return marketing strategy with a customer credit determination approach using data mining look like? Theoretical Framework Return Marketing Return marketing is a suitable method for retaining current customers and increasing their loyalty. Using retention marketing techniques, customers can be encouraged to buy again and even share the brand with others (East et al., 2006). Customer Loyalty Loyalty is defined as an emotional and attractive connection to a brand and a practical action over time. In this definition, an individual prefers a particular brand to other brands and makes decisions as a psychological commitment to it. (Cardinale et al., 2016). Moula et al. (2024) in a study on customer type discovery and its impact on increasing hotel revenue: a data mining approach, reached the following results. Demand estimation is a fundamental component of revenue management systems. The demand for a product can be determined from the customers who purchase it. Identifying customer types in this field is a challenging endeavor that has recently been solved using metaheuristic and mathematical techniques. The metaheuristic method takes advantage of the lack of data in the business ecosystem, starts with random samples, and uses a fit function as a guide throughout the operation. The approach proposed in this study builds the ecosystem by combining complementary data to identify valuable customer types. The researchers use a new periodic table with additional data to achieve this goal. Subsequently, the relevant data is reduced through a data mining clustering method, and finally an algorithm and fit function are used to identify valuable customer types. To validate this approach, the proposed solution was compared with the latest research in the field, including genetic, memetic, and mathematical approaches. The researchers’ results showed that the model has lower error, with a maximum reduction of 34% and an improvement in value of up to 7%. Singh et al. (2024) examined customer churn in banking: A machine learning approach and a coherent program leveraging data science and management. According to this paper, customer churn in the banking industry occurs when consumers stop using the goods and services offered by the bank for a period of time and then discontinue their relationship with the bank. Therefore, customer retention is essential in today’s highly competitive banking market. In addition, having a strong customer club helps in attracting new consumers by strengthening the trust and referrals of existing customers. These factors make reducing customer churn an important step that banks should follow. In their study, Singh et al. examined banking data and predicted which users were most likely to stop using bank services. The researchers used various machine learning algorithms to analyze the data and show a comparative analysis on different evaluation criteria. Research Methodology The method of this study is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation. First, by using the content analysis method, the key components of remarketing were identified and the initial optimization framework was designed. Then, the Delphi method and structured interviews with experts in the field of marketing and customer management were used to validate the indicators. Research Findings In this study, a combination of the K-Means++ clustering algorithm and the RFM model was used to segment customers and identify groups in need of marketing interventions. Also, by using decision trees and artificial neural networks, the rules for validating customers and the accuracy of predicting their behavior were improved. The findings of the study show that this combined framework not only improves the accuracy of clustering, but also allows designing personalized strategies for each group of customers. The results indicate that the recency index has the greatest impact in determining customer value, and the integration of transactional data with demographic and behavioral characteristics provides more comprehensive insights for marketing decisions. By filling the gaps in previous research, especially in the area of ​​interpretability and generalizability of models, this study has taken an effective step towards developing theoretical and practical knowledge of return marketing. Conclusion The present study was conducted with the aim of presenting a return marketing strategy with the approach of determining customer credibility using neural network data mining. The results of this study are in line with the results of Moula et al. (2024), Singh et al. (2024), Egorenkov (2024), Dwivedi et al. (2024), Haghi & Hamidi (2024), Khadivar & Mehmannavazan (2023), and Sharifi Esfahani et al. (2023). Dwivedi et al. (2024) showed that service quality and employee behavior have a positive and significant effect on customer satisfaction. To satisfy customers and retain them, customer relationship management must be strong and reliable. Therefore, customer relationship management plays a vital role in increasing market share, productivity, improving in-depth knowledge of the customer and his satisfaction to increase loyalty to the organization. Based on the research results, the following recommendations were made: Offering products tailored to age, occupation, or geographic region (e.g., student facilities for young customers). Offering digital services (e.g., e-wallets) to customers who transact online.  

Abstract Abstract The aim of this research is to present a strategic entrepreneurship model in the field of urban e-governance. The present research is fundamental-applicable in terms of its purpose, and qualitative in terms of its implementation and based on data-based theory. The statistical population of this research includes 12 experts and entrepreneurs in the fields of information technology and urban management who have a history of entrepreneurial activity in these fields, selected by theoretical sampling. The research collection tool is a semi-structured interview. The data-driven method was used to analyze the data. The research results show that the development of strategic entrepreneurship in e-governance requires simultaneous attention to the components of the three levels of business, national and international. The components of the business and national levels act as a basis and facilitator of the international components. Specifically, the creation of hardware and software infrastructures at the national level and attention to macroeconomic stability strengthens the competitive advantage at the international level. Also, the growth of the domestic economy is essential for penetrating international markets and forming international firms. Introduction Entrepreneurship, as a new phenomenon in the economy, plays a decisive role in improving and promoting the performance of organizations in a wide range and in a multi-sided interaction with the market. Entrepreneurship is a dynamic process in which an entrepreneur, by identifying new opportunities, achieves a new idea and, by acquiring the necessary resources and accepting the risk, launches a new business, which results in providing a new product or service to society (Ahmadpour & Karimi, 2015). Increasing employees' willingness to act entrepreneurially is essential for organizations to create new knowledge and convert it into new products and services, and to compete for profitable opportunities. In fact, organizations will perish without people who have entrepreneurial thinking. Therefore, entrepreneurship research should be directed towards examining this tendency in employees and testing the factors affecting it (Balachandra & Dublish, 2019). Given the importance of entrepreneurship, this concept has undergone changes and should be viewed with a macro approach. Strategic entrepreneurship involves carrying out entrepreneurial activities with a comprehensive and long-term perspective (Ghaffari et al., 2023). Strategic entrepreneurship is a process that simultaneously seeks opportunities and competitive advantages to create entrepreneurial strategies and create value. Therefore, the integration of entrepreneurship and strategic management knowledge is called strategic entrepreneurship (Rajabpour et al., 2023). On the other hand, good urban governance, as a category that has long been a topic of discussion about the effectiveness of governments, has been once again considered and scrutinized in recent years and, in a sense, has played a fundamental role in legitimizing governments. The concern for expanding the volume and quality of services expected by society and its various sectors has added to the difficulty of realizing good governance and defined requirements for it; to the extent that it seems that only through the application of new information and communication technologies can we hope to realize the indicators of good governance in a society (Valizadeh & Dadashpurmoghaddam, 2019). Therefore, we are seeking to answer the question: what is the strategic entrepreneurship model in the field of urban e-governance? Theoretical Framework Entrepreneurship The word entrepreneurship originates from the meaning of commitment. Entrepreneurship as a new organizational insight, culture, and approach is one of the most important interdisciplinary achievements of economic, social, management, and psychological sciences in the past few decades, which has received serious attention from governments and policymakers in all countries, first in manufacturing and industrial organizations and then in other social and service organizations (Agwu & Onwuegbuzie, 2018). Strategic Entrepreneurship Strategic entrepreneurship is an integrated approach that integrates entrepreneurial and strategic management in the design and implementation of profitable strategies. This approach, by utilizing knowledge of resources and processes, enables rapid decision-making that is compatible with environmental changes and seeks to create a balance between searching for new opportunities and maintaining existing competitive advantages (Ziyae & Vagharmousavi, 2021). Parvin et al. (2024) examined the foresight of digital governance in line with urban smartization with a sustainability approach based on scenario writing at the level of the country's metropolitan cities. Based on the results obtained, the first scenario is the best in the areas of smartization, participation, transparency, structural arrangements, integration, culture, and sustainability, and the sixth scenario (and to some extent the fifth scenario) represents the worst possible scenarios. The second to fourth scenarios are based on minimal changes in the main factors and showed progress in only one factor and regression in one factor. The research results showed that capacity building to create the right to access information, increase lawfulness, discipline urban management mechanisms, strengthen internal platforms for networking and securing information in line with urban smartization can be implemented through the implementation of a good digital governance model. Safari Nematieh et al. (2024) investigated the role of strategic entrepreneurial leadership on value creation and acquisition by mediating open innovation. The results showed that the mediating effect of open innovation is confirmed in the relationship between strategic entrepreneurial leadership and value creation and acquisition. In testing the sub-hypotheses, the effect of strategic entrepreneurial leadership on value creation and acquisition and open innovation is confirmed, and the effect of open innovation on value creation and acquisition is also confirmed. Research Methodology The present study is fundamental-applicable in terms of purpose, and qualitative in terms of implementation and based on grounded theory. The statistical population of this study includes 12 experts, entrepreneurs in the fields of information technology and urban management who have a history of entrepreneurial activity in these fields and were selected by theoretical sampling. The research collection tool is a semi-structured interview. Research findings The grounded theory method was used to analyze the data. The results of the study show that the development of strategic entrepreneurship in e-governance requires simultaneous attention to the three levels of business, national, and international. The business and national level components act as a basis and facilitator for the international components. Specifically, the creation of hardware and software infrastructures at the national level and attention to macroeconomic stability strengthen the competitive advantage at the international level. Also, the growth of the domestic economy is essential for penetrating international markets and forming international firms.  Conclusion The present study was conducted with the aim of presenting a model of strategic entrepreneurship in the field of urban e-governance. The results of this study are consistent with the results of Shahram Far (2021), Salatin (2020), Paek et al. (2018), Oana-Ramona et al. (2021), Colabi & Yaghoubi (2022), Rezazadeh et al. (2016), Parvin et al. (2024), Safari Nematieh et al. (2024), Xin et al. (2023), Bashir & Vij (2023), Colabi & Yaghoubi (2022), Oana-Ramona et al. (2021), and (Yari & Shayannia (2021). The results of the study (Shahram Far, 2021) showed that strategic management and entrepreneurial leadership have an impact on government support policies, financial resource management, and the establishment of an entrepreneurial culture. These factors also affect strategic entrepreneurship and strategic entrepreneurial thinking. According to the results obtained, the following suggestions are made: Based on the outputs of the model, it is suggested that entrepreneurship planners and policymakers provide the basis for the development of e-governance. The development of e-governance provides conditions for entrepreneurs to conduct extensive research in the field of entrepreneurship. Also, according to the results of the research, policymakers and planners should consider many factors for the development of strategic entrepreneurship. Factors such as creating infrastructure and superstructures of companies and organizations are very important and provide a platform for the growth of entrepreneurship. Therefore, it is recommended to provide the necessary platforms in this regard.

Abstract Abstract The aim of this research is to design and explain a model of marketing processes with data-driven innovation capabilities in B2B companies. The research is of a mixed type (qualitative-quantitative). In the qualitative part, the main categories and components of the model were identified by using in-depth semi-structured interviews with 10 of experts in the field of marketing and data technology, using purposive sampling. In the quantitative part, the statistical population included managers, directors, and employees active in the marketing units of B2B companies located in Tehran. Considering the size of the statistical population of 530 people, based on the Morgan table, 219 people were selected as the sample size and were examined using the relative cluster sampling method. The findings were tested using a questionnaire and confirmatory factor analysis. The results showed that causal conditions such as data-driven culture and technological infrastructure have a significant effect on the formation of data-driven marketing processes. These processes also lead to outcomes such as increased marketing innovation, improved business performance, and improved customer satisfaction through data-driven strategies. The relationships between conditions, processes, strategies, and outcomes were statistically significant. As a result, the presented model can be used as a framework for developing innovative data-driven approaches in B2B companies. The findings emphasize that by strengthening a data-driven culture and using predictive analytics, companies will be able to make more effective marketing decisions and gain a more sustainable competitive advantage. Introduction In today's world, data-driven marketing is considered one of the key approaches to optimizing marketing processes in B2B companies. This approach is especially important in complex and dynamic competitive conditions, as it is able to improve strategic decision-making based on the analysis of customer data, market trends, and collected information (Rosário et al., 2023). Data-driven marketing allows companies to more accurately identify their customers’ needs and design their marketing strategies based on reliable information and predictive analytics (Akter, 2021; cao et al., 2021). In this regard, B2B companies, especially in complex industries requiring customized solutions, should improve their marketing processes using data-driven innovation (Ghayour baghbani et al., 2024). One of the biggest challenges in this area is implementing data-driven innovation models that not only make optimal use of existing data but also exploit new technologies such as artificial intelligence (AI) and machine learning (De Luca, 2020). Specifically, these models must provide a deep understanding of customers and accurate predictions of their future needs so that marketing processes can be designed effectively and optimally (Länsipuro, 2020). In order for B2B companies to benefit from this approach, they need comprehensive models that include processes such as data collection, data analysis, and strategy development (Mohaisen et al., 2024). These models should be designed in a way that not only helps optimize marketing processes but also improves customer experience and increases overall company efficiency (Johnson et al., 2019). In this regard, Big Data analysis and the use of advanced analytical tools allow companies to adjust their marketing strategies based on more accurate predictions and continuously improve them (Becha et al., 2021). On the other hand, the exploitation of data-driven innovations in B2B companies should be implemented considering the specific characteristics of this type of business and the more complex relationships they have with customers (Bagheri et al., 2024). These characteristics require companies to design their marketing processes based on accurate and reliable analyses of customer and market data to create a sustainable competitive advantage in addition to improving the customer experience (Alghamdi & Agag, 2024). Data-driven marketing models should also consider that data is regularly updated and that they have the ability to respond quickly to customer needs in conditions of rapid market changes (De Luca, 2020). Considering the above, the present study seeks to present a data-driven and innovative model for optimizing marketing processes in B2B companies; a model based on advanced technologies that both responds to the specific needs of this environment, is simple for companies to implement, and allows for continuous updating and adaptation to rapid market changes. Accordingly, and in accordance with the research objective, this study seeks to answer the main question: How can a comprehensive and implementable model be designed that, by relying on data and technological innovation, significantly increases the effectiveness of B2B marketing processes while reducing costs and remaining flexible to environmental changes?  Theoretical foundations In this study, data-driven marketing refers to the use of customer data collected from various sources (including online interactions, CRM systems, social media data, and market research) to formulate marketing strategies and implement advertising campaigns in B2B companies (Al-Khatib, 2025), and data-driven innovation refers to the use of data and their analysis to create new and improved products, services, and marketing processes in B2B companies (Mirzaei and Thompson, 2024). Paying attention to the capacities of data-driven innovation as one of the most important factors in improving marketing performance can directly affect the promotion of companies' competitive advantage (Mahmoudi, 2024). On the other hand, using data as one of the key resources in marketing decision-making processes can create new opportunities and reduce risks associated with undocumented decisions (Kardani Maliki nejad et al., 2024). In addition, this trend allows marketing strategies to be planned more carefully and allows businesses to gain significant competitive advantages in competition with other companies (Al-Khatib, 2025; lamminparras, 2022). Al-Khatib et al. (2025) examined “How do big data-based organizational capabilities shape innovation performance?”, empirically found that data-driven organizational capabilities have a positive and significant relationship with intellectual property and play a moderating role in internal and external supply chain integration. This relationship, in addition to the indirect effect of supply chain innovation capabilities, improves firms’ innovation performance. Torabi et al. (2024) examined “A Critical Review of Intelligent Marketing Strategies: Challenges Between Data-Driven Marketing and Human Experience in the Age of "Encompassing Technologies" used document analysis to find that using data alone without considering the psychological complexities of customers leads to superficial decision-making. Combining data and human insight increases the effectiveness of campaigns and customer satisfaction. Challenges include privacy protection and analyzing customer behavior. Research Methodology Research Methodology of this study is based on a mixed approach (qualitative-quantitative) and aims to design a model of marketing processes with data-driven innovation capabilities in B2B companies. In order to achieve this goal, the research was conducted in two consecutive and complementary stages. In the first stage, a qualitative and exploratory approach was used to identify the main dimensions and components of the model. Therefore, the grounded theory method was used. The statistical population in this section included academic experts and senior managers of B2B companies who had significant experience and knowledge in the field of data-driven marketing and organizational innovation. Purposive and snowball sampling was used to select individuals with the most knowledge and insight into the subject. After conducting semi-structured interviews with 10 of these experts, the data were analyzed through open, axial, and selective coding and key concepts were extracted. In the second stage, to verify and test the model obtained from the qualitative section, the research entered the quantitative phase. The statistical population in this section included managers, directors, and employees active in the marketing units of B2B companies located in Tehran. Considering the size of the statistical population (530 people), based on the Morgan table, 219 people were selected as the sample size and the relative cluster sampling method was used. The data collection tool in this stage was a researcher-made questionnaire designed based on the findings of the qualitative stage and was provided to the respondents after confirming the content and construct validity. Cronbach's alpha coefficient was used to measure the reliability of the questionnaire, and the structural equation modeling method in Smart PLS software was used to analyze the data.  Research findings The research findings show that effective networking and building ongoing relationships in marketing between companies is a key factor for sustainable success, and that stakeholder identification, a culture of collaboration, and data analytics play a vital role. Also, data-driven innovation capabilities and big data analytics increase organizational efficiency by enhancing marketing agility and competitive advantage, and the convergence of data-driven with human experience makes marketing decision-making more comprehensive and intelligent. Data-driven strategic orientations and the development of organizational capabilities enhance innovation performance and sustainable value creation, and intelligent human resource management and big data provide the necessary infrastructure for the operationalization of innovations. Overall, the integration of networking, data-driven innovation, and a customer-centric approach provides an integrated and effective framework for improving marketing performance and achieving sustainable competitive advantage. Discussion and Conclusion The results of this study show that data-driven marketing and data-driven innovation capabilities, as a multidimensional phenomenon, are influenced by a set of causal, contextual, and intervention factors that ultimately lead to improved marketing performance and sustainable competitive advantage through scientific and creative strategies. In the causal dimension, the results indicate that the existence of technological infrastructure, data-driven culture, and top management support are key prerequisites for the formation of data-driven marketing. This result is consistent with the findings of Al-Khatib et al. (2025) who emphasized that organizational capabilities based on big data are the foundation for the development of intellectual property and innovation in manufacturing companies. In comparison with the research of Koivuniemi (2020), both emphasize the role of human resources and technology as the main resources in applying the data-driven approach. The main focus of the research is on data-driven marketing innovation, which shows how to transform data into actionable insights. The findings indicate that combining data and human creativity takes marketing from the level of mere numerical analysis to the level of intelligent decision-making. This finding is consistent with the study of Torabi et al. (2024), which emphasized that relying solely on quantitative data without considering human experience leads to superficial decisions. In the contextual dimension, the findings showed that organizational structure, learning culture, digital maturity, and management policies play an important role in the success of data-driven marketing. Organizations that have an open culture and flexible structure reach data maturity faster. This result is consistent with the research of Länsipuro (2020), who identified structural and cultural barriers as the most important challenges of data-driven marketing. It is also consistent with the findings of Aljumah et al. (2024). In the intervention conditions, barriers such as resistance to change, weak analytical skills, and lack of technology budget were identified. However, the results showed that targeted training, employee empowerment, and knowledge management can greatly reduce these barriers. This result is similar to the findings of Kardani Maliki Nejad et al. (2024) who emphasized the role of expert validation and training in the implementation of data-driven innovation. It is also in line with the research of Lamminparras (2022) who pointed out the need to develop dynamic capabilities in data-driven decision-making. The strategies identified in this study include data analysis for service personalization, designing value propositions, and creating targeted communications with customers. Implementing these strategies allows companies to use data not only to describe the past, but also to predict the future.