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Objective With the increase in the use of social media platforms by customers to buy products and services of brands, the importance of interactions between companies and customers to improve the value of brands has increased. Therefore, brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create brand value during design, production, and marketing, conversely, they can destroy the value of brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of brand value. The present study aims to identify the most effective factors contributing to the co-destruction of brand value in social media. Methodology The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used. Findings The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in brand value co-creation management, resistance to change, consumer exploitation, brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating brand value management" stood out as the most relevant variable among others in the analysis. Conclusion The findings indicate that the co-destruction of brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the brand. Therefore, managers should be aware that wrong decisions about explaining brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of brand value.

Objective In recent years, one emerging area of interest for researchers has been the study of deviant behaviors in marketing. The objective of this article is to provide an in-depth understanding of the progress in marketing deviant behavior studies by conducting a comprehensive review of scientific articles in this field, utilizing text-mining methodologies. Methodology We identified a total of 103 articles spanning the period from 1997 to 2021 through searches conducted on respected databases like Science Direct, Springer, Taylor & Francis, Emerald, Pro Quest, Sage, and Scholar. These searches were conducted using keywords such as "deviant behaviors of marketing" and "Marketing Deviance." Through a multi-stage screening process involving the examination of titles, abstracts, and keywords, our research team identified and selected a total of 72 articles pertinent to the subject of deviant behaviors in marketing for further text-mining analysis. Then, pre-processing of data was performed, and using cluster analysis, 6 optimal clusters were obtained according to Davies Bouldin index. Using the multi-attribute decision-making technique (SAW: Simple Additive Weighting), the most important roots were ranked in each cluster. Data were analyzed by RapidMiner and Matlab software. Findings The findings revealed a growing interest in researching deviant behaviors in marketing, particularly in recent years. The analysis generated clusters of topics, including Job and Corporate Identity, Customer Orientation and Service Orientation, Consumer Behavior, Sales States and Behaviors, Marketing Interactions, and Neutralization Techniques. It is predicted that in the future years, research on marketing deviant behaviors will increase, and continue its upward and increasing trend. The analysis of the paper trends indicates that between 1997 and 2013, the majority of articles primarily emphasized the significance of consumer behavior in the context of marketing deviant behaviors. Considering that marketing deviant behaviors have a notable impact on consumer behaviors, and consumers possess the potential to influence other customers, communities, and businesses, many researchers have previously introduced the concepts of marketing deviant behaviors and their effects on various aspects of consumer behavior. The observed trend underscores the prevalence of deviant behaviors within the marketing domain. This trend has evolved from initially introducing consumer behavior in marketing, shifting towards customer orientation and service orientation, and ultimately making its most significant contribution to the understanding of sales states and behaviors. Given this trend, we can predict the future path of marketing deviant behaviors toward the investigation of sales states and behaviors. Conclusion This study highlights marketing deviant behaviors' categories and orientations and provides a roadmap for future inquiry on marketing deviant behaviors. Marketing deviant behaviors need to be properly managed by the organizations and managers. This study offers insight to managers by clustering techniques about the trend of marketing deviant behavior research. By recognizing the contexts and major aspects of deviant behaviors in the organization, managers can take better and more effective steps to control and manage these behaviors.

Objective One of the most important factors for employees' success is focusing on the positive outcome of each situation, according to which they increase their trust and commitment. Hence, those who are positively focused can act very boldly and continue their efforts until achieving the desired result. The Pygmalion effect is a psychological principle related to the effective management of people. If employees think that their organization will be successful, they may subconsciously take action on this issue. As a sales manager, your ability to develop and retain sales representatives is critical to your company's performance and future success. Retaining employees in sales is still an important issue. Also, when salespeople are gaining skills to prepare for and succeed in their role, they are more likely to be job-satisfied and feel that their employer values their work. These factors reduce the likelihood of their willingness to resign. Holliday Chain Store as an enterprise is no exception to this rule. For this purpose, this study investigates the Pygmalion effect in branch managers on improving the sales performance of employees in the named chain store. Methodology It is an experimental, cross-sectional, and controlled clinical trial study. The statistical population of the present study includes 22 employees of a Holiday branch in Tehran. They were randomly divided into two groups; 11 in the experimental group and 11 in the control group. The standard sales performance questionnaire of Venezuela et al. (2014) was used to collect the needed data. In this study, the opinions of the supervisor, experts, and management specialists were used to check and determine the validity of the questions, and Cronbach's alpha was used to check their reliability. A high percentage of the alpha value indicated the reliability of the questions. Hypotheses were tested using multivariate analysis of covariance (MANCOVA) and univariate analysis (ANKWA) using SPSS software. Findings The results showed that the Pygmalion effect in managers of Holliday store branches on improving the sales performance of employees (characteristics of sales role, sales force skills, the value of customer life cycle, and customer orientation) is positive and significant. Conclusion The results showed that the Pygmalion effect in Holliday’s branch managers has a significant and positive influence on improving the sales performance of employees (sales role characteristics, sales force skills, customer lifetime value, and customer orientation). Also, the Pygmalion effect impacts business and manager-employee relations (teacher-student). A manager who knows the skills and talents of his subordinates can help them achieve their goals. The relationship between managers and employees (teacher-student) is an example of the Pygmalion Effect on strengthening and improving the skills of people in business and effectively recognizing their skills and using them to achieve the set goals. Also, according to the beta value of this variable, the Pygmalion effect in managers has a positive relationship with the customer lifetime value of sales employees, in other words, the continuous presence of managers in such periods can strengthen the value cycle of sales employees' customers. Individuals' tendencies are formed based on their direct perceptions of the conditions of expectations that others have about them. As a result, it is recommended to identify hidden talents and skills of employees by holding group training courses and activities with the presence of sales staff and to achieve this goal by focusing and promoting these positive skills throughout the journey. Create better changes in the sales performance of employees

Objective: Due to the numerous and diverse food industry companies in Iran, the packaging industry is regarded as a stimulus and empowering force for the economy as well as a driving force for the development of domestic production, increase in the exports, improvement of the economic situation of the society, employment, and increase in the national income. According to the 2025 Perspective which emphasizes on improving the domestic production and the resilient economy, it is highly important to plan to improve the food packaging industry. This perspective must be planned in reflexive manner in order to be able to deal with the future uncertainties. Food packaging industry activists are also expected to keep working with regard to the probable market conditions and changes in the world, in order to be able to respond to market changes and survive. Therefore, the present study aims to explain the possible future scenarios in the food packaging industry in Iran with respect to 2025 Perspective. Methodology: The present applied study includes qualitative variables and is regarded as a descriptive research. It has been conducted as a survey using the scenario planning method based on the opinions of a group of managers and experts. In the first step, fuzzy Delphi method was used to identify the effective factors and key uncertainties in the packaging industry, and then three compatible scenarios were developed based on the possible situations for each of the key uncertainties using Scenario Wizard software. Finally, different strategies were proposed for each scenario by the experts. Findings: According to the research findings, the effective factors and the key uncertainties in the packaging industry include: 1) the regulations for communication and foreign trades, 2) the status of competition laws and the emergence of the new contestants, 3) emphasis on health and safety issues and standards, 4) emphasis on the virtual nature among the people in the society, 5) fluctuations of the foreign currency rates, 6) fluctuations of the inflation rate, 7) direct and indirect costs of packaging, 8) emphasis on various e-commerce tools, and 9) the motivation and willingness of private investors to invest in the packaging industry. Conclusion: As a result of identifying the possible situations for each of the key uncertainties, three compatible scenarios were proposed. The "optimistic" scenario, based on which communication and foreign trade regulations are regarded as the probable supports which might lead to the improvement of the industry. The emergence of the new contestants in the food packaging industry will be facilitated which will increase the competition in the industry and lead to the improvement of the target industry as well as the popularity of the domestic products. The emphasis on health and safety issues and standards, on the virtual nature among people in the community, and on various tools regarding e-commerce can lead the manufacturers to invest in the construction and development of Iranian brands. This might help increase people’s demand for diversity in purchasing and improving of the packaging of food products. The "realistic" scenario considers the favorable and unfavorable conditions together. The most favorable scenarios in this regard claim that reduction of the exchange rate and the inflation rate can lead to direct and indirect reduction of the expenses in the industry. Besides, it can facilitate the entrance of the new contestants to the industry. On the other hand, the incentive and willingness to invest in the industry will decrease according to the strict rules and regulations for communications and foreign trades. In addition, the reduction of attention to e-commerce tools will lead to the reduction of the attention of the community to the virtual nature. Finally, the "pessimistic" scenario whose key uncertainties include: strict regulations for communications and foreign trades and the difficulty for the new companies to enter the packaging industry, which leads to the fact that the reluctance of the industry activists to improve the quality of their products and to develop Iranian brands. As a result, the shopping carts of the Iranian customers will be captured by foreign brands, and it may provide the grounds for the collapse and destruction of the Iranian food packaging industry. The failure and destruction of Iranian food packaging industry might be facilitated and even exacerbated through the increase in the foreign exchange rates and inflation rate as well as high direct and indirect costs in packaging in this scenario due to the prevalence of the imported goods at lower prices than the prices of domestic products, lack of up-to-date machinery and equipment, and also bankruptcies of the experienced producers in the food packaging industry. Moreover, it was concluded that foreign exchange rates and inflation rate have the greatest impact on other factors as well as the future of the food packaging industry in Iran.

Objective This study aims to integrate the two areas of study, namely mental models and perceived barriers to export. Based on the theory of mental models, the present study seeks to increase the richness of the perception of the experiences and perceived meanings of managers of Iranian dairy product companies on the barriers to export development. On the other hand, identifying managers’ mental model and determining the most important barriers to export in each mental model can be considered a guideline for export policymakers to plan according to the existing mental models and provide solutions for export development. Methodology This research is applied in terms of purpose and descriptive in terms of data collection. The statistical population of this research includes chief executives in business, sales and export departments of dairy product companies. Semi-structured interviews based on phenomenological approaches and projective techniques have been used to collect data. Using the theoretical sampling method, chief managers of twelve dairy product companies were the interviewed in order to reach saturation. To ensure data validity and reliability, revie participants’ reviews and multidisciplinary approaches were used through interviews with different groups of participants. Theme analysis and Maxqda 10 software were used to analyze the data. Findings The ultimate model of the study included the following six mental models of barriers to export: 1) market-oriented model: this mental model is made up of the sub-themes of "not being brand-centered", "poor marketing status" and "lack of competitive advantage". This mental model has been the most prevalent mental model among the managers; 2) government-oriented model: this mental model is made up of the sub-themes of "poor governmental support", "poor governmental policymaking " and "poor governmental interaction "; 3) resource-oriented model: this mental model consists of four sub-themes of "poor company updating", "production capability", "financing problem" and "lack of government lobbies"; 4) profit-oriented model: this mental model consists of three sub-themes of "profit-oriented attitude", "lack of global export prospects", and "undesirable image of the country"; 5) infrastructure oriented model: this mental model is made up of the sub-themes of "economic instability", "poor transport infrastructure" and "country backwardness"; and 6) institutional-oriented model: this mental model focuses on companies’ conflict with Iranian organizations in the process of export and includes two sub-themes of "administrative complexities of the export process", and "tax burden and customs tariffs". Conclusion Given the importance of the role of mental models and managerial perceptions in decision making, including decisions about the company’s export activities, one must first identify the managers’ mental model of export in order to have a proper understanding and analysis of export behaviors. In terms of frequency, market-oriented, government-oriented, and resource-oriented mental models were identified as the three leading mental models in dairy product companies, respectively. According to the managers participating in this study, Iranian dairy products do not have a competitive advantage in inter-regional markets in terms of quality, price, product variety, and packaging. Although changing the attitudes of managers and investors is necessary to expand the company’s export activities, it is not enough to help grow and develop the export of dairy products in international markets. The government-oriented mental model, identified as the second dominant mindset in dairy product companies, highlights the important role of government policy making and support in creating or removing export barriers. In this mental model, the government must provide an appropriate platform for export development.

Objective: Within the knowledge based economy, talents are known as a strategic talent in order to achieve sustainable competitive advantage as well as a criterion for growth in different organizational and social level. Thus, in recent studies, talent management architecture has emphasized on exploring and identifying talents in different fields. Accordingly, the present study aimed to provide a model of talent identifying process at the Iran National Elite Foundation (INEF). Methods: This study is conducted based on a descriptive-exploratory study with a developmental-applied approach. The statistical population of the research includes the scientific lasting faces of the country as well as top managers of the INEF. The statistical sample was selected through a purposeful judgment of 25 people. Data collection tools were library studies and semi-structured interviews with experts. Data were analyzed based on qualitative approach and based on a hybrid algorithm of the soft system methodology and cognitive mapping. Results: The findings proposed a model to identify talents in INEF including two methods of elite selection as active and passive manner. Conclusion: The results showed that the active process of elite selection includes two nominating and searchable methods and the passive process of elite selection includrs two selective and self- assertive methods.

In order to gain benefits from entrepreneurship in small and medium enterprises (SMEs), it is necessary to concentrate on and invest in effective factors on entrepreneurship. One of these factors is paying attention to Superior technology. In spite of that, the studies have shown that most of SMEs don’t pay enough attention to the advantages that technology can offer. This article studies the effects of information and communication technology (ICT) on entrepreneurship in small and medium enterprises of Semnan industrial park. The study has a descriptive-survey format and has used questionnaire as a research tool to obtain data. The reliability of the research questionnaire is proved through a high value of Cronbach’s alpha coefficient (96.2). The results of one-sample T-test have demonstrated that ICT has no meaningful effect on emerging entrepreneurship and also new businesses, process innovativeness , risk taking, self-renewal and competitive aggressiveness of small and medium enterprises of Semnan industrial park, but has been effective on product/service innovativeness and proactiveness

Packaging is one of the most effective marketing instruments in selling most of the products, in particular the consuming products. Due to the fact that most purchases particularly in department and chain stores are performed randomly and without a previous programming, packaging has a key role in attracting buyers and their selling products. A package with a charming and elegant design can be very effective in attracting the customers' attention. Different factors like color, shape, structure and such as these are important in packaging attractiveness. Another affective factor of packaging attractiveness is its design with the golden ratio. The golden ratio (1.618) is obtained by dividing the rectangle's length to its width. This ratio is found abundantly in nature and some historical buildings. The present study aims to investigate the effect of golden ratio on the packaging attractiveness and buyers' attraction. To reach this aim, some packages were modeled using golden ratio and a linear planning and were placed besides the packages without golden ratio. Then 400 individuals of Tehran consumers' views were collected. Findings showed that the package designed using golden ratio seems to be attractive. Meanwhile, the results showed that gender and age don't have any effect on the selection of packaging with golden ratio.