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1 - Providing a model for superior value proposition with emphasis on developing a unique marketing strategy for the company using of Grounded theory
Abolfazi Danaei

The purpose of the present study is to provide a model for creating the superior value proposition through strategic focus on designing a unique marketing strategy for the company. In this regard, the qualitative method of data theory of the foundation has been used. Th More

The purpose of the present study is to provide a model for creating the superior value proposition through strategic focus on designing a unique marketing strategy for the company. In this regard, the qualitative method of data theory of the foundation has been used. The statistical population of the present study is marketing professors and marketing activists of packaged food products. The interview method has been used to collect the required information. The results of qualitative data analysis with MAXQDA software show that functional value, value, interactional value and emotional value as the proposed company value, value of use and exchange value as dimensions of perceived customer value, customer satisfaction and loyalty The customer has been identified as the dimensions of the marketing outcomes and ultimately the volume of sales, market share, net profit and return on investment as aspects of the financial implications of the proposed firm's value. In addition, the outputs indicate that the company's proposed value in the number of code count and in terms of generalization and learning in the majority of respondents is a priority, which indicates the importance of this category. Afterwards, the financial, marketing, and perceived value of customers are ranked next. This suggests that in our country, the strategic perspective (value from the perspective of the company) among the food industry managers and marketing professors is more general than the marketing perspective. Manuscript profile
Open Access Article
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2 - The phenomenological analysis of conceptual territory of inter-organizational learning
وجه الله قربانی زاده حبیب رودساز mir ali seyed naghavi Hossein Mohammadi
20.1001.1.22286047.1401.21.72.8.7

This article is aimed to analyze the conceptual territory of inter-organizational learning. We made use of semi structured interviews to collect data and phenomenology as research strategy. To analyze the conceptual territory of the phenomenon, we draw a framework chara More

This article is aimed to analyze the conceptual territory of inter-organizational learning. We made use of semi structured interviews to collect data and phenomenology as research strategy. To analyze the conceptual territory of the phenomenon, we draw a framework characterizing the meaning, specifications, influential variables, outputs and outcomes in order to develop distinct borders. The meaning of the phenomenon is perceived when factors like 1) sharing, optimizing, and localizing, 2) the perception of succession, 3) feedback getting, monitoring, and modifying would take place. Specifications include pathology, planning, and shared organizing; and usage of collective wisdom; influential factors include extension of virtual collaboration, and usage of outdoor experiences; outcomes include convergence and synergy; and developing learning instructing culture, defections include lack of enough budget and facilities, and the need for economic, managerial and social infrastructures. With analyzing the territory of inter-organizational learning phenomenon and developing distinct and exclusive borders, this study adds to the conceptual domain of the phenomenon. Manuscript profile
Open Access Article
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3 - Analysis of antecedents and outcomes of Internet of things in supply chain with interpretive structural modeling based on content analysis approach
Aminmasoud Bakhshi Movahhed محمدتقی رضوان هادی مختاری

Due to increasing competition, it is necessary to focus on new technology in supply chain. Internet of things is one of the most innovative tools. Creation of appropriate factors in order to operationalization internet of things will lead to development of supply chain More

Due to increasing competition, it is necessary to focus on new technology in supply chain. Internet of things is one of the most innovative tools. Creation of appropriate factors in order to operationalization internet of things will lead to development of supply chain performance. Recognition of determining factors in order to use internet of things and awareness of effective result are essential. The purpose of this research is analysis of antecedents and outcomes of Internet of things in supply chain. This paper is based on mixed research including qualitative and quantitative parts. The statistical population of this paper in qualitative part is internal and external papers and that of quantitative part is university professors and industrial experts. This research based on judgmental sampling method as well as contains 22 articles in qualitative part and 10 persons in quantitative part. Library method is used to collect data in the qualitative part while researcher-made questionnaire is used to collect data in the quantitative part. Content analysis is allocated to qualitative part and interpretive structural modeling is assigned to quantitative part. Finally, the results of content analysis are presented in eight antecedents including cultural capital, financial capital, human capital, mental capital, communication capital, information technology infrastructure, legal facilities and environmental capabilities. Additionally, the seven main outcomes including economic performance, social performance, environmental performance, commercial performance, production and operational performance, office system performance and performance development. The most determining variables in antecedent section is information technology infrastructure and in outcome section is economic performance. Manuscript profile
Open Access Article
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4 - Meta-synthesis of the antecedents and consequences of digital marketing
nafise belaghatnya Mohammad ghaffari Hossein Shirazi hossein janatifar

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing More

The start-up businesses' effort to maintain and develop themselves has made it necessary to study the concept of marketing. On the one hand, with the advent of the technological era, which is full of contradictions, cooperation, and communications, the digital marketing approach is of a role in which the antecedents and their consequences on these businesses become necessary. In terms of orientation, the current research is fundamental. Based on Saunders' research onion model, our research gets into the interpretive paradigm layer. Our work is inductive rather than analogical, written with a qualitative approach. Library research helped collect the theoretical bases. The research strategy is a case study, and its ultimate goal is to explore the antecedents and consequences of digital marketing. A systematic review and content analysis availed collection and analyzing information. In terms of methodology, the meta-synthesis method has been used to achieve the final goal of the research. For the meta-synthesis of the antecedents and consequences of digital marketing, 422 pieces of research were selected, and the data were analyzed with the help of Nvivo12 software. With a general look at the results obtained from the antecedents and consequences of digital marketing, 12 organizing themes, which included 7 categories of antecedents and 5 categories of consequences, and 489 titles in the form of basic themes, have been determined and introduced. The antecedents included 381 factors affecting digital marketing, and the consequences included 128 factors influencing digital marketing. Manuscript profile

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