https://www.jvcbm.ir/ Journal of value creating in Business Management en daily 1 Fri, 22 May 2026 00:00:00 +0330 Fri, 22 May 2026 00:00:00 +0330 https://www.jvcbm.ir/article_218464.html The present study aims to present a model to analyze the impact of smart management on university sports with the role of the Internet of Things technology as a mediator. The research method is applied according to its purpose; and a cross-sectional survey research design was used to collect the required data. The statistical population of this study consisted of all sports experts and experts from Azad Universities, Payam Noor University, Amir Kabir University, and Arak University, and students who have used this technology in sports. Given the unlimited statistical population, a sample of 384 people was randomly selected. The data collection tools were a researcher-made questionnaire based on the opinions of experts and content analysis. SPSS and SMART PLS software were used to analyze the research findings. The results showed that the use of this technology has a significant effect on improving sports performance, preventing injuries, protecting athletes, and also increasing accuracy and concentration in refereeing and observing justice in sports competitions, and the consequences of smart management performance, smart management educational factors, smart management organizational factors, smart management individual factors, and smart management technology factors have an effect on university sports in Markazi Province. https://www.jvcbm.ir/article_239330.html This study, based on the MARA methodology and the concept of systems resilience, introduced a resilience analysis approach to the strategy selection problem. In chaotic and unpredictable environments, decision-making (especially for key and influential decisions such as strategy selection) is challenging. In changing and variable conditions, classical approaches to strategy selection as well as multi-attribute decision-making approaches lose their effectiveness. Classical scenario planning approaches are also unable to cope with chaotic environments due to their inherent limitations and simplification. In response to the shortcomings of the aforementioned approaches, the Matrix Approach to Robustness Analysis (MARA) was introduced, which is able to solve the strategy selection problem without computational constraints. However, this approach is suitable when a conservative decision-maker wants to choose a strategy with the lowest risk. Therefore, this approach does not provide a desirable outcome when the decision maker seeks to exploit opportunities. In this approach, after listing the decision options and defining scenarios based on the most important environmental indicators, the performance of the strategies in each of the different states of the indicators was determined and the total performance of each strategy in each scenario was compared with the performance of that strategy in the base scenario (status quo). The proposed approach was described in the form of a case study. In practice, this analysis shows which strategy (decision) can bring more benefits to the organization (decision maker) in the event of a change in each of the environmental impact indicators (scenario change). This concept is in contrast to robust analysis, which considers the option that has less risk in the event of a change to be superior. Using this tool in turbulent environments can help managers in the business management process. https://www.jvcbm.ir/article_241038.html This study was conducted with the aim of investigating the effect of reducing customer confusion in choosing domestic automobile brands based on brand quality and brand experience. The research method is applied 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 consisted of sales and marketing managers of domestic automobile manufacturers such as Iran Khodro and Saipa. Zamyad in Tehran. Due to the lack of accurate statistics on the number of incoming tourists, the Cochran formula was used for an unlimited population to determine the sample size, and the sample size was estimated at 384 people. A standard 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 brand quality, brand experience, customer satisfaction, and addressing this confusion and providing solutions to reduce it can help improve the shopping experience of domestic automakers' customers and increase their satisfaction. https://www.jvcbm.ir/article_233794.html The aim of this research is to analyze the model of factors affecting customer experience in implementing Generation 4.0 retail. This research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population includes customers of the Etaka chain store, and the sample size was determined by using the Cochran formula to 384 people, and the simple random sampling method was used. The data collection tool was a researcher-made questionnaire, whose validity was confirmed by experts and its reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses and fit the conceptual model, structural equation modeling was used with AMOS software. The fit indices including CFI, GFI, IFI, and RMSEA were within acceptable limits, indicating the appropriate fit of the model. The research findings showed that technological progress and value creation have a significant impact on customer experience. Also, human and organizational factors play an effective role in implementing Generation 4.0 retail. Customer experience, as a key variable, plays a prominent role in improving store performance and strengthening customer relationships. The results indicate that intelligent use of new technologies, empowering human resources, and creating appropriate organizational infrastructure are essential prerequisites for achieving positive customer experience and sustainability in modern retail environments. https://www.jvcbm.ir/article_226227.html The aim of this study is to identify and prioritize the key capabilities that influence marketing performance in small and medium-sized enterprises (SMEs). In the qualitative phase, a meta-synthesis and systematic review of research literature published between 2019 and 2025 was conducted, analyzing an initial set of 5,222 articles. After stepwise qualitative and content screening, 42 eligible articles were selected for analysis. Through content analysis in MAXQDA software, 267 initial codes were extracted, which were then grouped into 29 core categories and finally condensed into 8 main themes. In the quantitative phase, to prioritize these capabilities, the Analytic Hierarchy Process (AHP) technique was employed with input from 10 industry experts, and the reliability of the results was confirmed with a consistency ratio below 0.1. The findings indicate that the most significant final categories include: customer relationship integration and strategic marketing effectiveness, innovation and networking for sustainable competitive advantage, agile alignment with market-driven innovation, data-driven digital transformation, development of supportive digital ecosystems, cost-effective entrepreneurial marketing, and green marketing strategies. According to expert opinions, the three most critical capabilities for improving SME marketing performance are: effective implementation of marketing programs, product innovation, and multichannel marketing. It is recommended that SME managers enhance their marketing performance by developing documented marketing plans, fostering product innovation through customer engagement, and integrating their presence across both online and offline channels. https://www.jvcbm.ir/article_226917.html The aim of this study is to present the structure of value co-creation in the sharing economy with the approaches of systematic literature review and scientometric analysis. The sharing economy is an enabler of the passive value of assets, with a system of value co-creation for all. In the value co-creation structure, based on a pluralistic foundation, the fundamental nature of value creation is co-creation. The value co-creation of the sharing economy is an interactive event of value creation of the chain of interlocutors in providing products/services. The success of the sharing economy requires a deep and comprehensive understanding of the structure of this progressive value creation, and requires a combination of linking insights into the pillars and components. However, despite the considerable diversity of the literature; the disaggregation and lack of coherence of existing research is the challenge facing the advancement of the promotion, development, and promotion of this field. So with the aim of providing an up-to-date, integrated and inclusive perspective, it led to a comprehensive understanding of the knowledge set of the co-creation of the value of the common economy, a scientific analysis (VOSviewer software) and a systematic review with 125 research papers from 2017 to 2024, indexed in the Scopus and Web of Science databases, a combination of literature was organized at the intersection of co-creation of value and the common economy. The summary result of the combination of a wide range of perspectives and themes examined is to present a thematic map of the conceptual framework of the value co-creation structure in the sharing economy. https://www.jvcbm.ir/article_239331.html In recent years, medical tourism has emerged as an emerging and growing industry globally. In this regard, medical tourism marketing is considered a key tool to attract patients and enhance their experience on these trips. The aim of the present study was to identify and explain the medical tourism marketing model with an emphasis on the quality of medical services. The statistical population of this study included hospital managers who have an international patient admission department who have at least 10 years of experience in hospital management or experience in treating foreign patients within the country and also have sufficient experience in planning for the entry of foreign tourists (preferably Persian Gulf countries due to their greater proximity and familiarity with Iranian international hospitals and Iran's greater interactions with these countries), and medical tourism executives of the Ministry of Health and Treatment, and patients who have experience in treatment in Iranian hospitals. The data collection tool was a semi-structured interview, and the researcher reached theoretical saturation by conducting fifteen interviews. In the qualitative part, the researchers used a phenomenological strategy including open, axial, and selective coding in order to achieve the research model. The findings showed that the quality of communication with patients, the presence of multilingual staff, and the creation of a friendly and calm environment have an impact on the experience of medical tourism businesses in Tehran. The findings also showed that medical tourism businesses need attention. It is about the patient experience. And this experience can lead to increased patient satisfaction and loyalty and an increase in the number of medical tourists. https://www.jvcbm.ir/article_230144.html The aim of this research is to present a new model of marketing communications with an emphasis on the role of social media and its impact on consumer purchasing behavior in online retail stores. The present research is applied in terms of its purpose and is a mixed research (quantitative and qualitative) in terms of the method of data collection. The statistical population of the qualitative part is senior expert managers and academics with experience and familiar with the concept of marketing, and in the quantitative part, online retail customers. In the qualitative stage, 10 academic experts and marketing managers were used to extract the conceptual model using purposeful judgmental sampling, and in the quantitative stage, simple random sampling was used. Data collection in this study was carried out through interviews and questionnaires. In the qualitative stage of the research, after the initial analysis, 73 indicators were identified in three main areas. By conducting semi-structured interviews and analyzing the opinions of experts, these indicators were reduced to 37 key indicators, which included 5 management indicators, 29 indicators related to interactive marketing, 6 content indicators, and 5 indicators in the field of competitive intelligence. The results of the structural equation model test in the quantitative part, while confirming the model fit, show that store management factors with a standard impact coefficient of 0.79, strengthening the interactive space in social media with a standard impact coefficient of 0.94, media content factors with a standard impact coefficient of 0.98, and competitive intelligence with a standard impact coefficient of 0.77, have a positive and significant impact on consumer purchasing behavior. https://www.jvcbm.ir/article_230378.html The aim of the present study is to design a consumer behavior model of pregnant mothers in choosing a specialist doctor. The research method is applied in terms of its purpose and mixed (qualitative-quantitative) in terms of implementation. The statistical population of the qualitative part of the study consists of 20 pregnant mothers from the middle and upper classes of Mashhad who have experienced their first pregnancy, which is a snowball sampling method. The quantitative statistical population consists of 384 pregnant mothers who were selected as samples using a purposive and judgmental sampling method. Data collection in the qualitative part was carried out through semi-structured interviews and in the quantitative part, a researcher-made questionnaire. For analysis in the qualitative part, phenomenological analysis with a Claise approach was used for text data analysis, and in the quantitative part, SPSS and Lisrel software were used. The results of the qualitative research showed that 45 codes were identified in the form of 18 sub-themes and 9 themes, which include the characteristics of the gynecologist, introducing friends and acquaintances, dynamism at work, having hardware and equipment, insurance and salary laws, physician up-to-dateness, criterion-centeredness, establishing positive relationships with patients, and development-centeredness. The results of the quantitative part showed that the personal characteristics of the physician affect the consumer behavior of pregnant mothers in choosing a gynecologist. The way the physician provides medical services affects the consumer behavior of pregnant mothers in choosing a gynecologist. The characteristics of the relationship between the physician and the patient affect the consumer behavior of pregnant mothers in choosing a gynecologist. https://www.jvcbm.ir/article_232248.html The aim of this study is to identify the credit risk factors of customers in public and private banks. The research method is applied in terms of purpose and mixed implementation method (qualitative-quantitative). The statistical population includes 5 experts in the field of banking and was selected through purposive and accessible sampling. The data collection tool is a semi-structured interview and a matrix questionnaire for ranking and evaluating indicators. Using structural analysis and systematic modeling methods, data related to the credit risk of bank customers were collected and analyzed. First, the dimensions and indicators affecting credit risk were identified and then pairwise comparisons were performed using the Delphi method and expert opinions. In the next stage, the effectiveness and impact of the variables were determined using the MICMAC method and the variables were categorized into one of four groups based on influence and dependence: autonomous, dependent, linked, and key. The results showed that variables such as employment and stable income, adequate housing, and fair distribution of infrastructure facilities and services were identified as key and effective variables in reducing credit risk. Also, variables such as external conditions and type of activity were included in the group of dependent and autonomous variables. This research can help bank managers and policymakers in improving credit risk assessment methods and making appropriate decisions. https://www.jvcbm.ir/article_226225.html The purpose of this research is to investigate the relationship between investors' tendencies in the insurance industry with an emphasis on the psychological model. The present research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population consists of 140 investors and capital market activists who were selected by random sampling method. A questionnaire taken from the qualitative section was used to collect research data. Data analysis was performed using SPSS and Lisrel statistical software. Based on the findings of the qualitative section, four dimensions of perceptual factors, economic factors, emotional factors, and control factors were obtained. Therefore, the results showed that the variables and influential factors in this research, after reviewing past studies and interviewing experts, include perceptual factors, economic factors, emotional factors, and control factors. Based on the results of the structural equation testing and the obtained statistics, it can be seen that the coefficients of all factors have a significant effect on the final model and the effect of all factors on the structural-process pattern of investors' tendencies in the insurance industry with an emphasis on psychological factors is confirmed. https://www.jvcbm.ir/article_241825.html This study aimed to investigate the mediating role of eye contact and status-oriented consumption in the effect of consumer materialism on the intention to purchase Apple products. The research method is applied 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 was all consumers of the Apple brand over 18 years of age in Yazd. The statistical sample was selected from the aforementioned individuals using the convenience sampling method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by experts and specialists, 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 should be greater than 0.5. SPSS and PLS software were used to analyze the data. The findings of the study show that consumer materialism does not have a direct positive and significant effect on Apple brand consumers' purchase intention. However, the mediating role of status-oriented consumption and ambivalence in the relationship between materialism and purchase intention was confirmed. https://www.jvcbm.ir/article_235229.html The aim of this research is to design and validate a corporate governance measurement model with an emphasis on physical asset management using a fuzzy Delphi approach and factor analysis (case study: thermal power plants in the country). In terms of strategy, this research is classified as a mixed (quantitative-qualitative) research. In the qualitative part, the fuzzy Delphi method was used, and in the quantitative part, first-order and second-order confirmatory factor analysis was used. The panel members in the fuzzy Delphi method were fifteen experts, and the number of samples in the confirmatory factor analysis section was estimated to be 156 samples. The fuzzy Delphi method was implemented in three rounds, and the experts reached a consensus on the selected indicators. The number of panel members in this section was fifteen. The fuzzy Delphi method was used to analyze the data in the qualitative part, and SPSS and PLS were used in the quantitative part. The results showed that the designed model consists of ten dimensions, and its dimensions include 1) strategy; 2) process optimization; 3) equipment; 4) management and support systems; 5) supply chain management; 6) Performance management and evaluation; 7) Work management and organization; 8) Primary care; 9) Teamwork with a focus on a systems perspective; and 10) Employees. According to the results obtained in line with the identified dimensions, the process optimization dimension with a path coefficient of 0.856 was identified as the most important dimension, performance management and evaluation with a path coefficient of 0.832 as the second dimension, and equipment with a path coefficient of 0.83 as the third important dimension in the model. https://www.jvcbm.ir/article_234476.html This research aims to model the decline in the value of the Myket brand, as one of the leading platforms for distributing mobile applications in Iran, using Weibull distribution. Data were collected from Myket's financial statements (including operating income of 357 billion Tomans and evaluation costs of 8 billion Tomans per year (2024) and non-financial indicators such as 26 million monthly active users and reports from global platforms such as Google Play and App Store. The statistical population consisted of 10 active digital brands in Iran, of which Myket was purposefully selected. The research method was quantitative and descriptive-analytical, and the analyses were conducted with Python (lifelines package) and R (survival package) software and the maximum likelihood method. The findings showed that the Weibull model predicted the trend of brand value decline with high accuracy (R²=0.92) and identified the decrease of 2.6 million monthly active users and increasing competition with platforms such as Cafe Bazaar as the main factors of the decline in value. Monte Carlo simulation showed that a 10% decrease in users increases the acceleration of brand value decline by 15%. This research was conducted with Providing a localized model suggests that Myket managers maintain and enhance brand value by strengthening the digital platform and developing innovations such as expanding digital content. This model can also be generalized to other native Iranian digital platforms. https://www.jvcbm.ir/article_242107.html The goal of the present research is to design an appropriate network marketing model with an entrepreneurial approach in the food industry. This research is applied in terms of objective and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry and analyzed using thematic analysis. The findings of the research led to the identification of a set of basic themes, organizing themes, and 10 overarching themes, which were presented in the form of a coherent model. The results indicate that success in this ecosystem relies more than anything on the intelligent integration of ‘cultural-tribal authenticities’ with ‘modern entrepreneurial and digital capabilities.’ Themes such as adaptive-religious marketing strategies, dynamics of tribal networks, and governance based on trust and commitment were recognized as the main pillars of social acceptance and market penetration. Furthermore, the findings highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers of market performance improvement and sustainable value creation. Ultimately, this research presents an operational framework showing how synergies between traditional trust structures and modern technologies can lead to resilience and competitive advantage in the food industry of Iraq. This model can serve as a roadmap for entrepreneurs and policymakers to develop network marketing in similar markets. https://www.jvcbm.ir/article_242108.html The purpose of this research is to develop an innovative model for implementing artificial intelligence in green marketing of organic products in Iraq: Opportunities and challenges. Given the objective, the research method is applied, and in terms of implementation, quantitative; in terms of nature and approach, it is descriptive–correlational. The statistical population consists of customers and stakeholders in the organic products supply chain in Iraq. Simple random sampling was used, and based on Morgan’s table and the criteria for sample adequacy, 400 questionnaires were distributed, resulting in 390 analyzable responses. For data collection, a standard questionnaire based on a five‑point Likert scale was used. Content validity of the instrument was confirmed by experts and specialists, and for reliability assessment, Cronbach’s alpha and composite reliability were employed. After questionnaire distribution, instrument validity was examined using three methods: construct validity (outer model), convergent validity (AVE), and discriminant validity. The AVE value for all variables must be greater than 0.5. For data analysis, SPSS and PLS software were used. The findings show that customer engagement affects crisis management, supply chain optimization, and sustainable marketing, and crisis management affects supply chain optimization. https://www.jvcbm.ir/article_242248.html This study aims to explore the process of entrepreneurial metacognition among founders of knowledge-based businesses. In terms of purpose, the research is applied in purpose and qualitative in implementation, with a descriptive and exploratory orientation. Data were collected through semi-structured interviews and analyzed using a thematic analysis approach. The statistical population consisted of founders of knowledge-based businesses at the Sistan and Baluchestan Science and Technology Park, and sampling continued until theoretical saturation was achieved (15 semi-structured interviews). Qualitative data were iteratively reviewed, analyzed, and structured using MAXQDA software (version 2024). The findings reveal a five-stage model comprising cognitive alert activation, fundamental assumption analysis, strategic reconstruction, emotional-cognitive monitoring, and pattern internalization. According to the results, founders of businesses, when confronted with signals from a high-stress environment, engage in redefining cognitive schemas and adjusting decision-making strategies through reflective self-awareness and remedial thinking. This process, supported by emotional-cognitive monitoring and the stabilization of reconstructed strategies, forms a self-reinforcing cycle that enhances cognitive resilience and mental flexibility. The validity of the model was confirmed using Lincoln and Guba’s qualitative criteria (credibility, dependability, transferability, and confirmability), along with an expert evaluation ratio test. Additionally, the calculated coefficients for test–retest reliability (0.83) and intra-subject agreement (0.72) verify the coherence of the coding procedures. The proposed model, while enriching the existing theoretical literature, provides a practical framework for designing educational and policy interventions in the domain of entrepreneurial metacognition within innovation ecosystems of less-developed regions. https://www.jvcbm.ir/article_242291.html The main objective of this study is to conduct a comprehensive and systematic analysis of the complex stakeholder relationship patterns within Iran’s automotive artificial intelligence (AI) ecosystem, and to accurately identify the concentration points of power, interest misalignments, and the potential capacities for strategic convergence among stakeholders. To achieve this, a mixed‑method (qualitative–quantitative) research design grounded in futures studies was employed.In the first phase, a systematic literature review combined with expert panel consultations involving industry and academic specialists led to the identification of 48 key stakeholders along with their core objectives. In the second phase, the required quantitative data were collected through standardized questionnaires based on the Influence–Dependence Matrix and the Actors–Objectives Position Matrix, and then analyzed using the mathematical modeling capabilities of the MACTOR software.The findings, in the internal analysis section, indicate that the network structure is highly unbalanced; specifically, 66.7% of stakeholders fall within the quadrant of “strategic isolation,” while the only actor positioned in the “mutual dependence” category is the automakers’ institution. Moreover, the external analysis reveals the formation of a powerful coalition within an industrial–governmental bloc (including automakers, the Ministry of Communications, the Ministry of Industry, Mine and Trade, and the military sector), primarily aligned around hardware-oriented objectives such as infrastructure development and data security. In contrast, actors such as media, universities, and civil society organizations demonstrate minimal convergence with these strategic objectives. https://www.jvcbm.ir/article_242292.html The present study aims to identify the antecedents, components, and consequences of smart home technology adoption in Iraq. This research is applied in purpose and descriptive‑exploratory in terms of nature and methodology. The statistical population consists of 15 key experts and specialists in the field of technology as well as distributors located in major cities of Iraq, selected through purposive snowball sampling. Data were collected using semi‑structured interviews. The data analysis was conducted using thematic analysis, which ultimately led to the development of a three‑tier thematic network.The findings indicate that the model of smart home adoption in Iraq is strongly influenced by local contextual factors. In the domain of antecedents (barriers), electricity instability and infrastructural challenges (93.3%) and high initial cost (86.7%) were identified as the strongest obstacles. In the domain of components (drivers), locally perceived usefulness in electricity management and stability (80%) and trust in local importers and after‑sales services (73.3%) emerged as the most critical determinants of adoption, effectively substituting the traditional construct of perceived ease of use.Finally, the most significant outcomes of adoption were reduced operational costs and energy savings (86.7%), followed by gaining social credibility and prestige (60%). This study proposes a localized technology adoption model that emphasizes “survival‑oriented usefulness” (overcoming infrastructural deficiencies) and “perceived risk reduction” (through local warranties), rather than comfort or ease of use.