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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

In today's competitive environment the use of intelligence in various aspects of business, including branding, allows organizations to achieve a high competitive position. The purpose of this research was to present the brand intelligence model in tourism start-ups and test the validity of the model. This research was exploratory mixed research. The grounded theory approach was used in the qualitative part. Six university professors and 18 tourism startup brand managers were interviewed through snowball sampling. The statistical population included managers and employees of tourism start-ups in the quantitative part. Finally, 384 questionnaires were collected using a convenience sampling method. A questionnaire based on the Likert scale was used to collect data and structural equation modeling was used to analyze the research data. According to the results, structural factors, management factors, internal content factors and external content factors as causal conditions can influence the intelligence of the tourism brand. Also, economic, socio-cultural, and political awareness as contextual factors and cultural factors, human resources, financial resources, and technological resources as intervening factors have a significant impact on brand intelligence strategies. These strategies include major change, partial change, and no change in the brand. Finally, brand intelligence strategies also have a significant impact on brand intelligence consequences. The results of this research have significantly helped to make the brand management process of organizations intelligent and provide a useful research tool for future studies.IntroductionIn order to get the best results from their brands, organizations should audit their brand capabilities, evaluate external issues affecting their brand, and then create a brand plan that defines the brand's actual goals and the strategy to achieve them. Researchers have developed a new method to analyze brand importance, called the Brand Intelligence Brand Semantic Score program. They have introduced brand intelligence as a method for brand analysis and brand positioning evaluation. However, according to the searches, a model for brand intelligence has yet to be provided. A strong brand is essential for tourism start-ups; it simplifies customers' decisions and creates a competitive advantage. The start-up brand is a very influential incentive in the consumer's purchasing decision when choosing a destination. Therefore, tourism start-ups should strengthen branding concepts and create a positive image in the minds of current and future tourists. To achieve this, brands must continuously manage, enhance and evaluate brand equity and other essential brand metrics. This is possible through "brand intelligence." However, according to the surveys, there needs to be more literature on brand management and intelligence in tourism start-ups, especially in Iran. Therefore, to fill the research gaps, researchers intend to provide a comprehensive model for brand intelligence and identify and test the factors related to brand intelligence with a mixed approach.MethodologyThis research is of mixed exploratory type. The grounded theory approach has been used in the qualitative part, and in the quantitative part, structural equation modeling has been used. In the first stage, a model for brand intelligence was designed, and in the second stage, the validity of the presented model was tested. In the qualitative part, six university professors and 18 marketing and brand managers of tourism start-ups were interviewed using snowball sampling. The statistical population in the quantitative part includes managers and employees of tourism start-ups. The sample size was determined using Cochran's formula of 384 people. A simple cluster sampling method was used for sampling. A questionnaire based on a Likert scale was used to collect data, and structural equation modeling was used to analyze the data.Discussion and ResultsQualitative data analysis showed that structural factors (existing organizational structure, flexibility of organizational structure, vital role of brand manager in organizational decisions), managerial factors (support and skill of top manager, resistance to change, manager's understanding of the benefits of brand intelligence, up-to-date view of top manager), internal content factors (understanding data and information, understanding the brand and understanding the product), and external content factors (understanding the market, competitors, and tourists) are causal factors that directly affect brand intelligence. Fundamental brand changes (brand name change, brand slogan change, brand promise change, brand identity change), minor brand changes (changing some brand elements, changing some brand management measures, continuing to move toward brand identity), and no change of brand (continuing to move towards brand identity, strengthening brand position by overseeing brand actions and tracking the factors affecting brand) were identified as brand intelligence strategies, According to the results, brand intelligence can have consequences for the brand and, consequently, the whole organization. The consequences of brand intelligence for the brand are brand agility, brand health, brand equity, brand performance, and brand position. Organizational consequences of brand intelligence include organizational agility, organizational performance, satisfaction/loyalty, and sustainable and temporary competitive advantage. In this research, cultural, human, financial, and technological resources are intervening factors. Economic, sociocultural, and political awareness were also identified as contextual factors. According to quantitative findings, structural, managerial, and content factors (causal conditions) can influence brand intelligence. The findings confirmed the effect of brand intelligence, contextual factors, and intervening factors on strategies and the effect of these strategies on the consequences of brand intelligence.ConclusionIn response to new-age brand management trends, this study aims to increase our understanding of brand intelligence and provide a valid model for brand intelligence of tourism start-ups. The findings of this study pave the way to creating an intelligent brand because in this model, using the grounded theory method, all aspects of making a brand intelligence have been considered and confirmed using SEM. Now, marketing and brand researchers have a comprehensive model of brand intelligence from an organizational point of view, which significantly helps to make the brand management process of intelligence and provides a valuable research tool for future studies. Brand Intelligence is the future of brand management, arming companies with an ongoing diagnostic tool to track and evaluate their brand performance more accurately. In this way, brand managers can first consider a standard for the essential criteria of the brand, monitor the criteria continuously, and make new decisions to take corrective measures if each criterion deviates from its standard value. Intelligence in various aspects of business, including branding, allows organizations to achieve a competitive position in today's turbulent environment

Introduction: The dairy industry, with its long chain of values and numerous links, is an effective and efficient industry in the Iranian economy. As the competition in the dairy market increases, the chances of survival in this field decrease, regardless of the customer, marketing and sales strategies. Therefore, the customer's journey is important from the moment of getting to know the company to the purchase, which is an experience that plays a role in the customer's mind. Shopping trips have a significant role in people's lives and are one of the basic needs of human life. The importance of the customer journey increases with the complexity of service delivery. It is also important to understand what the person is thinking and feeling, given that what the person is saying is not always in line with what they are doing. Therefore, today, it seems necessary to use a customer empathy map during a trip.Targeting and optimizing the message is very important in the busy days of the third millennium and is a requirement of every brand. The digital revolution has helped to better understand the final audience. Based on this knowledge, the message that has the most impact should be selected and the audience should be exposed to it. In this respect, innovation in advertising means creating valuable memories for the target audience. Virtual reality-based advertising can help companies create such memories. Virtual reality (virtual reality) is created as a computer simulation that involves a user, and that user perceives it through one or more senses (mostly through vision, hearing and touch). So, the interaction with it would be as if it were real.Methodology: In the present study, Ramak local cheese was advertised through virtual reality in Mahestan shopping center in the city of Karaj, where different ethnicities live. The aim was to create a customer empathy map using a virtual reality camera and a wooden cottage. The present study is a developmental perspective in which the survey method was used to collect the data and video hermeneutics method served to analyze the data. There were 74 participants in the study, and the data of 23 participants were analyzed. In fact, the selection of samples continued until the data saturation; the researcher realized that the subsequent samples will not provide him with distinctive information.For the effectiveness of the customer empathy map, what the customer says, does, thinks and feels were videotaped and finally analyzed during the virtual reality advertising process. The people in the mall were asked to watch a two-minute 3D movie through virtual reality glasses. They sat on a chair to watch the film. The film took the participants to a lush farm where many cows were grazing. To make the advertisement more effective when the participants were watching the film, several wooden walls were connected, and the participants were placed in a cottage with a traditional atmosphere. It was a place with a table in the hut lined with local Ramak cheese, cucumbers and tomatoes, and traditional music with pleasant spring sounds was played. At the end of the video, the participants were asked to try the local cheese and express their opinion about the product. The recorded videos of the participants in virtual reality advertising were analyzed by video hermeneutics.Results and Discussion: With the increasing competition among companies and the great change and diversity in the demands and needs of customers, managers must always think of innovative ways to attract and retain their customers. Therefore, we see many changes in companies' advertisements to attract customers. Managers must be able to accompany the customer on the shopping trip. This trip is the process by which a customer interacts with a company to achieve a goal. Also, managers need to read the customer's mind to better interact with him. In fact, they must design an empathetic map to communicate with the customer. An empathy map can provide new insights into the customer’s desire and how it affects product decisions, marketing messages, and corporate business strategies. Videos provids researchers with unique analytic methods.Companies increasingly incorporate virtual reality into their operations to ensure that sales conversions occur based on a sense of presence, which results from an effective virtual experience. Virtual reality helps to bridge the gap in consumer expectations and ultimately leads to higher purchasing goals. In the present study, the researchers designed and implemented a customer empathy map with the aim of creating a sense of presence and meeting customer expectations. To this end, a film and a traditional cottage were used based on virtual reality. The results showed that the sense of nostalgia, peace and joy was completely transferred to the participants and the company was able to interact properly with them.Conclusion: After carrying out this plan, Ramak Company has witnessed an 8% growth in sales of the desired product. Therefore, the use of virtual reality maintains the relationship with consumers. Indeed, virtual reality is a suitable tool at the end of the shopping trip, it has to do with the customer loyalty and advocacy, and companies can use ads to be more effective and create an empathetic relationship with customers.

This research seeks to investigate the factors affecting strategic green human resource management in manufacturing dairy products. The statistical population included 413 senior executives of 59 manufacturers of dairy products who were members of the Iranian Dairy Industry Association in 1399. To estimate the sample size, a stratified random sampling method and the Cochran formula were employed. The sample included 212 people. The data collection instruments included a structured green human resource management questionnaire based on Jabor (2010) and both in-person and phone interviews. The data were analyzed using SPSS software version 23 at two descriptive and inferential levels. In the inferential level, Kolmogorov-Smirnov tests, Pearson correlation, regression analysis and Friedman were used.The findings show that internal factors (82.7%) are more effective than environmental factors (79.8%) on green human resource management in the dairy industry. Also, it was found that the strategies for improvement and maintenance and maintenance of attraction and output strategies are effective in the management of green human resources in the dairy industry. Additionally, there was a significant and positive correlation between the four internal factors (technical, organizational, cultural and market) and human resource strategies in the dairy industry. The most important factor affecting the management of green human resources in the dairy industry was found to be organizational factors. The findings of the present study can function as a practical guide to fulfill strategic green human resource management in the dairy industry for senior executives in this industry.

Achieving higher organizational performance standards entails not merely vivid illustration but also implementation of policies and actions. The purpose of the present study, hence, was to identify risks involved in operationalization of organizational strategies and to offer a pattern to predictively control their occurrence. To achieve the purpose, interviews were conducted with experts in the field to delineate probable risks and the results were interpreted through Soft System Modelling. Further, effective preventive activities to control the risks and promote successful implementation of organizational strategies were explored. Next, factors common in the activities were categorized through Exploratory Factor Analysis into three groups to promote efficient management of strategic operationalization. The findings discriminated probability measurement of strategic implementation, alignment and proportion exploration and implementation of strategies as three effective activities that can control implementational and operational risks. This led to a tripartite-stage pattern of organizational strategy operationalization capable of diagnosing viable flaws of the proposing and implementing strategies.

The purpose of this study was to develop a model for strategic agility in relation to sustainable production boom in automotive industry. The present study seeks to increase the flexibility of industries and enhance accountability in a turbulent environment. The research method is qualitative and is based on the theory of grand theory. Semi-structured interviews were used to collect data. Data analysis was performed by Strauss and Corbin method. The sampling was done by theoretical sampling and using purposeful-judgment techniques and snowball. The study involved 14 experts in the automotive industry. The results of the analysis of the interviews resulted in an open, axial, and selective coding process to provide a model of strategic agility based on data theorization of the foundation that included 6 categories and 17 concepts. According to the strategic agility model, the factors affecting the strategic agility in the automotive industry are "intra-organizational factors", "manufacturing factors", "individual factors". Contextual conditions such as "economic factors", "political factors", "stakeholders", intervening conditions such as "legal requirements", "management features", "infrastructure formulation" as well as strategies "utilizing new technology", "Structural change", "Strategic change", "Infrastructure reform", "Supply chain change" and "Human resource agility" and the implications of strategic agility in the automotive industry include "intra-organizational outcomes" and "extracurricular outcomes".

The main purpose of this study is to designing interior stores’ space based on simulating individuals’ movement patterns. On this basis, it is exploratory in terms of objective and applied in terms of results. The statistical population of the study included customers of Ghoghnoos hypermarket in Semnan and data collected using CCTV films of a hypermarket. Several steps were taken to design the interior. In the first step, the in-store customer behavior was analyzed using empathic design techniques. In the second step, using AutoCAD design software, the store space was designed with standard template layouts and, using the focus group approach, a layout based on customer feedback was designed. In the third step, using the simulation method, different store layouts were designed and the people's movement pattern was simulated and Finally, using linear regression, the number of sales items for each scenario was defined, predicted and compared. The results of linear regression analysis showed that distance traveled, speed of movement, shopping time and type of customer behavior are factors influencing basket size forecasting. The results of comparing different store layout scenarios showed that after forced-path layout, layout designed with customer involvement, had the highest percentage of changes in increasing purchase time (12%), distance traveled (22%) and basket size (18%).

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.

Extended abstract Abstract Despite attractiveness of packaging as an instrument for branding and value creation, its impacts on environment and society due to overconsumption of natural resources and environmental pollution are neglected. In this study role of packaging innovation in sustainability of value chain was investigated. In-library study was used to design model and PLS-SEM for model assessment. Managers of food packaging industry were targeted as the statistical population of the study and 267 people who were sampled through purposive sampling method completed the questionnaire. Results showed packaging innovation enhances the environment, social and economic factors respectively through new generation of reusable and recyclable packaging, considering the needs of different customers group and decreasing row material consumption and process costs. Further, actual value caused by packaging innovation can be perceived through new product development and existing product improvement. Mediating role of ambidexterity in proposed relationships were also examined. Eventually, long term profit entails achievement of customer trust and environmental goals, therefore it is recommended that organizations throughout the supply chain to create in-use value for society and environment and facilitate value creator processes. Introduction In today’s volatile markets, competition occurs not only between the organizations bus also throughout the supply chains (Christopher, 2005:104). Degradation of limited resources through industrialization, over-consumption and globalization have changed the competitiveness factors and hence organizations must revise their own principles at the level of supply chain (Roscoe, Cousins, & Lamming., 2016:1948). Most of the organizations sacrifice environment and social responsibilities in order to gain short term profit thereby causing major problems in the earth (Zailani, Jeyaraman, Vengadasan, & Premkumar, 2012:330). Although sustainability is considered as one of the main goals of innovation and also can be effected by the innovation, more investigation on actual innovation outcomes in the field of sustainability are required (Merono-Cerdan & Lopez-Nicolas, 2013:1323). Emerging the innovation and its copy right is not automatically led to sustainability but can be actually realized if delivered to the customers (Janger, Schubert, Andries, Rammer, & Hoskens, 2017:31). Costumers look for the green products (Deif, 2011:1555); from this perspective, customers might be attracted by innovation as foundation of the sustainability (Tebaldi, Bigliardi, & Bottani, 2018:10) and help organization introduce new products and improve existing products (Raisch, Birkinshaw, Probst, & Tushman, 2009:685). Sustainability depends on the compromise between social, environmental and economic issues (Eltantawy, 2016:123). Furthermore, actual innovation outcome entails the alignment of introducing new products and improving existing products (Stark, 2015:38) and apposite aspects of the performance can be balanced and integrated using ambidexterity in the modern though lines (Lee & Rha, 2016:3) Case study This study has been designed upon a quantitative approach using a questionnaire drawn on Iranian food packaging industry and 267 people who were sampled through purposive sampling method completed the questionnaire. Materials and Methods In-library study was used to design model and structural equation modeling with partial least square using Smart PLS for model assessment. According to the table of minimum sample size requirement (Hair, Hult, Ringle & Sarstedt., 2011:38) 258 entities were required to reach statistical power at 80% and significance level at 99%. 267 people, however, completed the questionnaire. Discussion and results Based on the findings, H2 & H3b are confirmed. In H1a & H1b,Packaging innovation slightly influences the sustainable value chain and actual innovation outcome respectively. This means these relations must be mediated by ambidexterity. In H3a, ambidexterity slightly affects the sustainable value chain indicating the partial mediating effects of ambidexterity. Conclusion Results showed packaging innovation enhances the environment, social and economic factors respectively through new generation of reusable and recyclable packaging, considering the needs of different customers group and decreasing row material consumption and process costs. Further, actual value caused by packaging innovation can be perceived through new product development and existing product improvement. Mediating role of ambidexterity in proposed relationships were also examined. Eventually, long term profit entails achievement of customer trust and environmental goals, therefore it is recommended that organizations throughout the supply chain to create in-use value for society and environment and facilitate value creator processes.

The purpose of this research is identifying the specific characteristics and the logical benefits of hotel Hospital with Halal brand. The research methodology is based on the philosophical interpretation, fundamental orientation, deductive approach and method of doing is qualitatively. The statistical population in this research was the staff, managers and patients of Gandi Hotel Hospital and Helal Complex of Iran. Sampling was done by judiciary and to extract tangible features and logical benefits with 15 employees and managers and for the extraction of emotional features, 20 patients were interviewed by this hotels hospital. The interview data was analyzed by thematic analysis technique using MAX QDA software. The results of this research are based on the Pyramid brand model which includes 14 tangible features and 67 Logical benefits.

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.

The expansion of digital business is along with opportunities and challenges, one of the most important challenges is the negative information about the brands. Marketing managers task is to reinforce the resilience of customers towards this negative information. On the other hand, in the two last decades, most of research in field of brand personality and experience has focused on their definitions and traits and this study by concentrating on personality and experience created on digital environment tries to examine their effects on consumers’ actual behavior through mediating role of brand attitude and brand loyalty. Based on the hypothesis conceptual model of the research was designed and by using questionnaire 311 users of the service delivery applications were collected. After verifying the validity and reliability, the hypotheses were tested using SEM. The results showed that brand personality and online brand experience have direct effect on customers’ brand attitude and brand loyalty, which brand experience effect is more than brand personality. Also, the results confirm brand attitude and brand loyalty effect on customers' resilience to negative information. If a brand in online environment deliver a unique and desirable experience and attractive personality to consumers, it can have positive effect on consumers extra-role behavior in social media, these consumers will support and discuss positively of brand in social media. The results of research can be useful for managers and marketers who search for create and maintain long-term relationship with consumers.

Introduction: Social distance is important for reducing the spread of the new COVID-19 pandemic, especially in public places. In addition, urban stores are one of the crowded places where observing social distance is considered necessary. Therefore, the present study aimed to evaluate the social distance between customers in urban stores during the outbreak of the COVID-19 pandemic using a simulation method. Materials and methods: Research data were collected from the closed-circuit television footage of a store from a hypermarket in Iran, and then customers’ social distance was analyzed through their movement behaviors by two modes of 1 and 2-meter distance using software similar to the Pathfinder simulator. Further parts of the urban store required corrections considering the first scenario and the two-meter distance between people compared to the second scenario and the one-meter distance between them. Results: Based on simulation results, dense areas were identified in different sections of the hypermarket, namely, places where the shelves distance was 1 meter to 2 meters. More precisely, this research provided a method for evaluating different parts of the store in terms of population density regarding maintaining social distance. Conclusion: several suggestions were presented to stores for maintaining social distance based on research findings.

Recent developments in decades of defensive technologies, as well as defensive thinking, such as the spread of a quick war on the planet, the network of warfare, and the emergence of free and open access to the virtual media have transformed the face of the wars. This transformation has led to new features for wars. War is one of the most challenging arenas of decision making for mankind. The advancement of technology and the evolution of war have forced commanders to make important decisions in short periods. Due to the complex nature of war and difficaulty of the fast analysis of its environment for human mind, its nessecary for commanders to use computer modeling methods to making better decisions. One of these methods is System Dynamics. Its important ability is calculating simultaneous effect of many variables on each other. In this Research the researcher tried to use system dynamics for executing the causal models of experts on the I.R.I and K.S.A Military conflict issue. Along with that, with a qualitative approach, the researcher reports the difficaulties of applying SD for strategic security and defensive issues and at the end, makes some suggestions for better modeling of these issues.

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.

Given that the software capital are unknown and covered, organizational are not aware of the value of software capital as compared with hard capital. The aim of this paper was to examine the effect of human resource management practices on the organization software capital. Therefore the purpose of this study was the promotion of software capital in social security organization in Ilam city and consequently the promotion of its performance so, the effect of human resource management activities on the software capitals of organization and organizational levels capabilities is also consider as mediation variable in relation with human resource management activities and organizational Software capitals are investigated. The research method was correlational descriptive survey based on structural equations. The statistical population included all the managers and employees in social security organization in Ilam, whit added to 400 people, using Morgan’s table 196 people were selected as the sample size. The sampling method was random sampling. To gather the data a questionnaire was used. The result indicated that the human resource management activities have an effect on software capitals and the organizational levels capabilities; furthermore the capabilities of organizational levels can have effect on software capitals and play medical between human research management activities and software capitals.

Background and Aim: In recent years, the growing importance of health care has led to a focus on improving the quality of services, and healthcare centers have paid attention to it as a strategic competitive advantage. The aim of this study was to investigate the role of improving the quality of services in the promotion of brand performance in healthcare industry. Materials and Methods: In this study, 392 patients of Tehran hospitals were selected through cluster sampling. Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) were used for data analysis. Also, to compare public and private hospitals, independent samples t-test was used. Results: Research findings indicate that the desirable quality of services has a significant positive effect on brand equity; and brand equity has a meaningful effect on brand preference, repurchasing and brand performance. Moreover, brand preference has a significant effect on brand performance and the decision to repeat purchasing. In the end, the meaningful effect of repurchasing decision on brand performance in healthcare industry was confirmed. Conclusion: According to the results, it can be stated that considering healthcare improvement plans, hospitals can enhance their brand among many healthcare centers. This entails both the promotion of community’s health and the increase of profitability.

Nowadays knowledge has been enumerated as a valuable and important source in libraries. Knowledge sharing among employees is necessary for libraries’ survive and goal achievement. On the other hand, empowerment people with high moral are an important factor in the libraries’ survival and life. In other words, the importance of human resources is far from the new technology and material and financial resources. As a result, this study aimed at evaluating the effect of knowledge sharing on psychological empowerment with regard to organizational memory and learning electronic participation the role of the mediator. The research data were gathered from four areas named at organizing; communicating; education and logistic by questioner. Construct validity and cronbach's alpha coefficient were used for assessing the validity and reliability respectively. To hypotheses test, structural equation modeling and Lisrel software were used. The results show that knowledge sharing has a directly significant impact on psychological empowerment. While knowledge sharing has an indirect impact on psychological empowerment, this impact via organizational memory and electronic participation learning is far greater than its direct impact. The results also show that organizational memory has not any effect on the psychological empowerment.

The aim of this study is to investigate the effect of human capital and organizational characteristics on the business value of information technology. The study was a descriptive survey. The population of this study was 270 staffs of the Ministry of Health located in Tehran. To collect the required data, a stratified sampling technique was utilized and a sample of 155 people was selected using Cochran’s formula. Data were collected using a researcher made questionnaire and its reliability was calculated using Cronbach’s alpha technique. The results show that, the impact of human capital on the business value of information technology is significant. In other words, the findings suggest that as the human capital is increased, the business value of information technology is increased as well. On the other hand, the results show that organizational characteristics have no significant impact on the business value of information technology.

Using online social networks and information collection from sites can affect purchasing behavior. Consumer cognize their friends' buying decisions more valuable to the anonymous' decisions and trust them more. This Study examine the impact of intention to use online social networks on brand's performance with emphasize on customer-based brand equity. Data were collected through a questionnaire that was distributed among 384 college students. Research findings suggest that there is a positive relationship between the intention to use online social networks and customer-based brand equity, but there is no significant relationship between the intention to use online social networks and Brand market performance. Also there is a positive relationship between customer-based brand equity and Brand market performance.

Quality function deployment (QFD) is one such extremely important quality management tool, which is useful in product design and development. Traditionally, QFD rates the design requirements (DRs) with respect to customer requirements, and aggregates the rating to get relative importance score of DRs. An increasing number of studies emphasize on the need to incorporate additional factors, such as cost and environmental impact, while calculating the relative importance of DRs. However, there are different methodologies for driving the relative importance of DRs, when several additional factors are considered. TOPSIS (technique for order preferences by similarity to ideal solution) is suggested for the purpose of the research. This research proposes new approach of TOPSIS for considering the rating of DRs with respect to CRs, and several additional factors, simultaneously. Proposed method is illustrated using by step-by-step procedure. The proposed methodology was applied for the Sanam Electronic Company in Iran.

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.

Introduction Telerehabilitation is a promising avenue to enhance post-total knee arthroplasty (TKA) rehabilitation by improving accessibility, convenience and cost-effectiveness. Despite its potential benefits, its application in the context of TKA in Iran is in its early stages, lacking comprehensive studies on feasibility, acceptance and programme adherence. This article outlines a protocol for an open-label, parallel-group, randomised controlled trial investigating the impact of a 4 week telerehabilitation programme alongside usual care.Methods Thirty patients (aged 50–90) undergoing TKA for severe Knee Osteoarthritis at Atiyeh Hospital in Tehran, Iran, will be recruited using block randomisation. Participants will be assigned to either the intervention group, receiving telerehabilitation or the control group without telerehabilitation. The intervention will include virtual physiotherapy sessions thrice weekly, lasting 30–45 min each, over 4 weeks. The primary objective is to assess the feasibility and acceptability of telerehabilitation, measured through recruitment and attrition rates, questionnaire completion rates, patient satisfaction using appropriate questionnaire and adherence to the intervention. Secondary outcomes encompass four Knee Injury and Osteoarthritis Outcome Score questionnaire subscales (function in Activities of Daily Living, Pain, Symptoms, Quality of Life). Patient global assessment will use a standardised question. An online survey will evaluate walking assistant device usage, exercise adherence and adverse events. The number of individuals receiving in-person rehabilitation will be documented after the first postoperative surgeon visit. Assessments occur at baseline and 4 weeks postsurgery.Analysis Statistical analysis, including independent samples t-test, paired samples t-test, χ2 test, Fisher’s exact test, analysis of covariance and multiple linear regression, will use SPSS software version 16, with significance set at p