Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Generating a Model of Bank Identity Generating a Model of Bank Identity 13 28 95298 FA Journal Article 2015 09 30  Tahmores Hassan Gholipour*, Ali Divandari**, Mohammad Reza Hamidizadeh***, Mojtaba Barari****[1]  Abstract     The main goal of this research is generating a model for Bank Mellat corporate identity. Mixed method is used in this research. In qualitative part, is used grounded theory and interview and participate participation observation was main data collection method. Conceptual model indicates the main identity of bank is Superiority that originate from bank heritage. This identity cause to bank move toward Excellence in different banking aspect as strategy. Also, contextual and intervening factor are influencing on strategy. Finally, bank identity is visible in touch point with a customer. In quantitative part, structural equation modeling and Lisrel software are used to test Bank Mellat corporate identity. Results indicate that the model fits with data, but intervening factor has a negative effect on strategy in Bank Mellat corporate identity model. Keywords: Identity; Corporate Identity; Bank Mellat; Grounded Theory* Associate Professor, Tehran University.** Professor, Tehran University.*** Professor, Shahid Beheshti University.**** Ph.D Student, Tehran University (Corresponding Author).Email: mojtaba_barari@ut.ac.ir  Tahmores Hassan Gholipour*, Ali Divandari**, Mohammad Reza Hamidizadeh***, Mojtaba Barari****[1]  Abstract     The main goal of this research is generating a model for Bank Mellat corporate identity. Mixed method is used in this research. In qualitative part, is used grounded theory and interview and participate participation observation was main data collection method. Conceptual model indicates the main identity of bank is Superiority that originate from bank heritage. This identity cause to bank move toward Excellence in different banking aspect as strategy. Also, contextual and intervening factor are influencing on strategy. Finally, bank identity is visible in touch point with a customer. In quantitative part, structural equation modeling and Lisrel software are used to test Bank Mellat corporate identity. Results indicate that the model fits with data, but intervening factor has a negative effect on strategy in Bank Mellat corporate identity model. Keywords: Identity; Corporate Identity; Bank Mellat; Grounded Theory* Associate Professor, Tehran University.** Professor, Tehran University.*** Professor, Shahid Beheshti University.**** Ph.D Student, Tehran University (Corresponding Author).Email: mojtaba_barari@ut.ac.ir https://jbmp.sbu.ac.ir/article_95298_46ab3ef0e34e7bf48c2e39356a860e9a.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Evaluation of the Effectiveness of Electricity Consumption Frugality Social Advertising with AIDA Model Evaluation of the Effectiveness of Electricity Consumption Frugality Social Advertising with AIDA Model 29 47 95342 FA Journal Article 2015 09 30  Shahriyar Azizi*, Reza Ghanbarizadeh Miyandehi**[1] Abstract     One of the important factors for a country’s economic growth is the institutionalization of frugality culture in all cases, especially frugality on consumption of natural resources. Electricity as one of energy carriers is a type of natural resources that has many direct and indirect effects on the life of society member, Hence frugality on consumption of it can be lead to faster economic growth. For this reason, in this study, evaluation of the effectiveness of social advertising that is shown from different type of media has been choosed. Population for this study consists of all the Tehran' families that are affected from electricity consumption frugality social advertising. Necessary data were gathered with questionnaires with 23 questions from 414 respondents of Tehran' families which were choosed with the method of cluster sampling. For evaluating of measurement models confirmatory factor analysis in Lisrel software 8.8 and for evaluating of research hypotheses one sample t-test were used. The results showed that although electricity consumption frugality social advertising does not lead to attention of the audience and does not create any Interest or desire in them, nevertheless action to it and frugality on consumption of electricity. Therefore, it could be concluded that reasons for electricity consumption frugality should be searched in another factor such as subsidies objectively that it lead to the increasing price of energy carriers. Keywords: Advertising; Social Advertising; Effectiveness of Social Advertising; Electricity* Associate Professor, Shahid Beheshti University (Corresponding Author).E-mail: s.azizi@sbu.ac.irE-mail: s.azizi@sbu.ac.ir** Ph.D Student, Shahid Beheshti University.       Shahriyar Azizi*, Reza Ghanbarizadeh Miyandehi**[1] Abstract     One of the important factors for a country’s economic growth is the institutionalization of frugality culture in all cases, especially frugality on consumption of natural resources. Electricity as one of energy carriers is a type of natural resources that has many direct and indirect effects on the life of society member, Hence frugality on consumption of it can be lead to faster economic growth. For this reason, in this study, evaluation of the effectiveness of social advertising that is shown from different type of media has been choosed. Population for this study consists of all the Tehran' families that are affected from electricity consumption frugality social advertising. Necessary data were gathered with questionnaires with 23 questions from 414 respondents of Tehran' families which were choosed with the method of cluster sampling. For evaluating of measurement models confirmatory factor analysis in Lisrel software 8.8 and for evaluating of research hypotheses one sample t-test were used. The results showed that although electricity consumption frugality social advertising does not lead to attention of the audience and does not create any Interest or desire in them, nevertheless action to it and frugality on consumption of electricity. Therefore, it could be concluded that reasons for electricity consumption frugality should be searched in another factor such as subsidies objectively that it lead to the increasing price of energy carriers. Keywords: Advertising; Social Advertising; Effectiveness of Social Advertising; Electricity* Associate Professor, Shahid Beheshti University (Corresponding Author).E-mail: s.azizi@sbu.ac.irE-mail: s.azizi@sbu.ac.ir** Ph.D Student, Shahid Beheshti University.      https://jbmp.sbu.ac.ir/article_95342_56a762515d2c529e198b39d39cc6a0a3.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Factors Influencing Pattern on Consumers' Attitude and Purchase Intention toward Imported Products Factors Influencing Pattern on Consumers' Attitude and Purchase Intention toward Imported Products 48 68 95347 FA Journal Article 2015 09 30 Mohammad Saleh Torkestani*, Zohreh Dehdashti Shahrokh**, Ghasem Bakhshandeh***[1] Abstract     Relatively intensive economic changes as exchange rate increase and international boycotting against Iran, makes it necessary to have especial attention toward foreign products importing. Aim of present research is persuading customers to don’t buy importing products. This research also tries to identify Factor Influencing on Consumers' Attitude toward Imported Products and consequently these products Purchase Intention and test it by innovative and comprehensive model. This research is descriptive-surveying in nature, and 393 customers of importing clothing from European countries in Tehran city have been selected to study by clustering and convenience sampling. In order to analyze data, SEM, ANOVA and Two independent sample T test have been used. Results show positive effects of “country of origin image” and “need for uniqueness” and also the negative effect of “patriotism” on “attitude toward importing products”. But “enthusiasm” effect on attitude toward importing products was not significant. In addition, “attitude toward importing products” besides having direct and positive effect on “importing products purchase intention”, variables of “perception quality” and “emotional value” has been known as mediating variables. Keywords: Attitude; Purchase Intention; Importing Products; Clothing* Assistant professor, Allameh Tabataba'i University.** Associate Assistant professor, Allameh Tabataba'i University.*** Ph.D Student, University Of Isfahan, (Corresponding Author)E-mail: G.bakhshandeh@gmail.com Mohammad Saleh Torkestani*, Zohreh Dehdashti Shahrokh**, Ghasem Bakhshandeh***[1] Abstract     Relatively intensive economic changes as exchange rate increase and international boycotting against Iran, makes it necessary to have especial attention toward foreign products importing. Aim of present research is persuading customers to don’t buy importing products. This research also tries to identify Factor Influencing on Consumers' Attitude toward Imported Products and consequently these products Purchase Intention and test it by innovative and comprehensive model. This research is descriptive-surveying in nature, and 393 customers of importing clothing from European countries in Tehran city have been selected to study by clustering and convenience sampling. In order to analyze data, SEM, ANOVA and Two independent sample T test have been used. Results show positive effects of “country of origin image” and “need for uniqueness” and also the negative effect of “patriotism” on “attitude toward importing products”. But “enthusiasm” effect on attitude toward importing products was not significant. In addition, “attitude toward importing products” besides having direct and positive effect on “importing products purchase intention”, variables of “perception quality” and “emotional value” has been known as mediating variables. Keywords: Attitude; Purchase Intention; Importing Products; Clothing* Assistant professor, Allameh Tabataba'i University.** Associate Assistant professor, Allameh Tabataba'i University.*** Ph.D Student, University Of Isfahan, (Corresponding Author)E-mail: G.bakhshandeh@gmail.com https://jbmp.sbu.ac.ir/article_95347_eedccf65f0cdfa86b889f493759ae984.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Effective Criteria in Evaluating Electronic Business Models Effective Criteria in Evaluating Electronic Business Models 69 86 95355 FA Journal Article 2015 09 30 Amir Manian*, Babak Sohrabi**, Mozhdeh Sadighi***[1] Abstract     The highly competitive and variable nature of the business world has caused organizations to constantly try to adapt to their environment and keep up with the competition. Organizations that have dynamic business model are successful against their competition. Since every innovation and change in business models need sufficient information of the current situation, evaluation is considered as a prerequisite of any change. The goal of this study is to identify factors which help electronic businesses evaluate their business models. For this purpose, scientific texts in this area were selected by conducting qualitative meta-synthesis research. Then, evaluation factors were extracted from these texts by using content analysis. Finally, the degrees of importance of factors were determined by using Shannon entropy, which is a quantitative method for data analysis. Based on the findings, efficiency, lock-in and awareness with coefficients of 0.087, 0.087 and 0.080 respectively have high priorities for electronic business models assessment. Keywords: Electronic Business Model; Evaluation; Evaluation Factors; Meta-Synthesis؛ Shannon Entropy* Associate Professor, University of Tehran.** Professor., University of Tehran.*** Master-graduated, University of Tehran (Corresponding Author).E-mail: mozhdeh.sadighi@ut.ac.ir Amir Manian*, Babak Sohrabi**, Mozhdeh Sadighi***[1] Abstract     The highly competitive and variable nature of the business world has caused organizations to constantly try to adapt to their environment and keep up with the competition. Organizations that have dynamic business model are successful against their competition. Since every innovation and change in business models need sufficient information of the current situation, evaluation is considered as a prerequisite of any change. The goal of this study is to identify factors which help electronic businesses evaluate their business models. For this purpose, scientific texts in this area were selected by conducting qualitative meta-synthesis research. Then, evaluation factors were extracted from these texts by using content analysis. Finally, the degrees of importance of factors were determined by using Shannon entropy, which is a quantitative method for data analysis. Based on the findings, efficiency, lock-in and awareness with coefficients of 0.087, 0.087 and 0.080 respectively have high priorities for electronic business models assessment. Keywords: Electronic Business Model; Evaluation; Evaluation Factors; Meta-Synthesis؛ Shannon Entropy* Associate Professor, University of Tehran.** Professor., University of Tehran.*** Master-graduated, University of Tehran (Corresponding Author).E-mail: mozhdeh.sadighi@ut.ac.ir https://jbmp.sbu.ac.ir/article_95355_82bb0468153e6e968297d866fc591653.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Effects of Strategic Orientation and Marketing Capabilities on Export Performance Effects of Strategic Orientation and Marketing Capabilities on Export Performance 87 105 95365 FA Journal Article 2015 09 30  Bahman Hajipour*, Furooz Jafarizadeh**, Farajollah Rahimi***[1] Abstract     Nowadays, the development of non-oil exports is one of the strategic objectives of the country. That Special attention to this inducement has increased economic growth and employment. On the other hand, one of the most important and effective ways on increase exports is improving the export performance of the firm's business. So, in this study, the effect of strategic orientation and marketing capabilities on export performance has been investigated. The sample of this research includes 313 commercial firms in 7 Provinces of the Iran. The data analysis has been done using the LISREL 8.5 and SPSS 16 software. The results indicate that the marketing capabilities have a significant positive effect on the export performance. Customer orientation, competitor orientation and cost orientation have a positive significant effect on the marketing capabilities, whereas the  positive effect of the innovation Orientation on the marketing capabilities has not been confirmed. Customer orientation and cost orientation have a positive significant effect on the export performance while the positive effect of the competitor orientation and innovation Orientation on the export performance has not been confirmed. At the end, in order to improve the firms’ exporting performance some suggestions have been proposed also for future studies. Keywords: Export Performance; Marketing Capabilities; Strategic Orientation; Cost Orientation* Assosiate Professor, Shahid Beheshti University.Master, Shahid Chamran University (Corresponding Author).E-mail: Jafaryzadeh_f@yahoo.com* Assistant professor, Shahid Chamran University.  Bahman Hajipour*, Furooz Jafarizadeh**, Farajollah Rahimi***[1] Abstract     Nowadays, the development of non-oil exports is one of the strategic objectives of the country. That Special attention to this inducement has increased economic growth and employment. On the other hand, one of the most important and effective ways on increase exports is improving the export performance of the firm's business. So, in this study, the effect of strategic orientation and marketing capabilities on export performance has been investigated. The sample of this research includes 313 commercial firms in 7 Provinces of the Iran. The data analysis has been done using the LISREL 8.5 and SPSS 16 software. The results indicate that the marketing capabilities have a significant positive effect on the export performance. Customer orientation, competitor orientation and cost orientation have a positive significant effect on the marketing capabilities, whereas the  positive effect of the innovation Orientation on the marketing capabilities has not been confirmed. Customer orientation and cost orientation have a positive significant effect on the export performance while the positive effect of the competitor orientation and innovation Orientation on the export performance has not been confirmed. At the end, in order to improve the firms’ exporting performance some suggestions have been proposed also for future studies. Keywords: Export Performance; Marketing Capabilities; Strategic Orientation; Cost Orientation* Assosiate Professor, Shahid Beheshti University.Master, Shahid Chamran University (Corresponding Author).E-mail: Jafaryzadeh_f@yahoo.com* Assistant professor, Shahid Chamran University. https://jbmp.sbu.ac.ir/article_95365_d3646818a108bd9e6cbb15852621b8a9.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 The Influence of Advertising and Sales Promotions on Brand Equity toward Improve Customer Loyalty The Influence of Advertising and Sales Promotions on Brand Equity toward Improve Customer Loyalty 107 122 95271 FA Journal Article 2015 09 30  Saeid Saeida Ardekani*, Neda Jahanbazi**[1]  Abstract     Present research explores the relationships between two central elements of marketing communication programs (advertising and sales promotions) and brand equity dimensions (perceived quality, brand awareness, brand associations and brand loyalty). In particular, the research focuses on advertising spend and individuals' attitudes toward the advertisements. The study also investigates the effects of two kinds of sales promotions, monetary and non-monetary promotions. Appliances. Required data was collected using 37-item questionnaire. In this research was used non probability sampling method and available. This paper shows significant effects advertisement on perceived quality (t=3, β=0.383), and on brand associations (t=2.987, β=-0.361), individuals' attitudes toward the advertisements on brand associations (t=2.191, β=0.255), brand awareness on brand quality (t=5.681, β=0.459) and on brand associations (t=4.033, β=0.391) and brand associations on brand loyalty (t=5.161, β=0.591) at the 5% error level and also shows significant effects non-monetary promotions on quality (t=1.66, β=0.159) and on brand associations (t=1.67, β=0.164) and perceived quality on loyalty (t=1.689, β=0.197) at the 5% error level. Also, the effect of the monetary promotions including cash discount on dimensions of brand equity hasn’t been confirmed. Keywords: Advertising; Individuals' Attitudes toward the Advertisements; Monetary and non-Monetary Promotions; Brand Equity Dimensions* Associate Professor, Yazd University.** MA Student, Yazd University (Corresponding Author(E-mail: jahanbazi.neda@yahoo.com  Saeid Saeida Ardekani*, Neda Jahanbazi**[1]  Abstract     Present research explores the relationships between two central elements of marketing communication programs (advertising and sales promotions) and brand equity dimensions (perceived quality, brand awareness, brand associations and brand loyalty). In particular, the research focuses on advertising spend and individuals' attitudes toward the advertisements. The study also investigates the effects of two kinds of sales promotions, monetary and non-monetary promotions. Appliances. Required data was collected using 37-item questionnaire. In this research was used non probability sampling method and available. This paper shows significant effects advertisement on perceived quality (t=3, β=0.383), and on brand associations (t=2.987, β=-0.361), individuals' attitudes toward the advertisements on brand associations (t=2.191, β=0.255), brand awareness on brand quality (t=5.681, β=0.459) and on brand associations (t=4.033, β=0.391) and brand associations on brand loyalty (t=5.161, β=0.591) at the 5% error level and also shows significant effects non-monetary promotions on quality (t=1.66, β=0.159) and on brand associations (t=1.67, β=0.164) and perceived quality on loyalty (t=1.689, β=0.197) at the 5% error level. Also, the effect of the monetary promotions including cash discount on dimensions of brand equity hasn’t been confirmed. Keywords: Advertising; Individuals' Attitudes toward the Advertisements; Monetary and non-Monetary Promotions; Brand Equity Dimensions* Associate Professor, Yazd University.** MA Student, Yazd University (Corresponding Author(E-mail: jahanbazi.neda@yahoo.com https://jbmp.sbu.ac.ir/article_95271_961511af1d274eb2923b6ab9c8daaf51.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 The Empact of Knowledge Management on The Empact of Knowledge Management on 123 139 95286 FA Journal Article 2015 09 30 Abbasali Hajikarimi*, Elmira Karimnezhad**[1][2] Abstract     In today’s competitive environment, knowledge management and learning orientation are important agents in achieving competitive advantage. Also, for achieving these competitive advantages, companies should pay attention to the customer and its retention. Customer relationship management is essential and inevitable for companies’ retention in the markets. So, customer relationship management and knowledge management are one of the strategic tools for all of the companies. There are different studies that investigate the failure rate in applying customer relationship management strategies. But there is a subject that did not pay attention to it, the influence of this agents with learning orientation on customer relationship management success. Statistical population of this research is managers and employees of eight regions of Telecommunication company of Tehran. Then a cluster sampling method was used and 381 samples are determined. After gathering data by questionnaire with five point Likert scale, determined data are arranged and entered in SPSS software, and structural equation modeling method and PLS smart software are used  for gaining last model. Results showed that learning orientation had the most influence on customer relationship management success and knowledge sharing and customer relationship management technology had the least influence on organizational variables and at last customer  relationship management success. Keywords: Customer Relationship Management; Knowledge Management; Learning Orientation; Organizational Factors; Structural Equation Modeling.* Associate Professor, Shahid Beheshti University** Master Student, Islamic Azad University, Science and Research Branch, (Corresponding Author).Email: e.karimnezhad@gmail.com  Abbasali Hajikarimi*, Elmira Karimnezhad**[1][2] Abstract     In today’s competitive environment, knowledge management and learning orientation are important agents in achieving competitive advantage. Also, for achieving these competitive advantages, companies should pay attention to the customer and its retention. Customer relationship management is essential and inevitable for companies’ retention in the markets. So, customer relationship management and knowledge management are one of the strategic tools for all of the companies. There are different studies that investigate the failure rate in applying customer relationship management strategies. But there is a subject that did not pay attention to it, the influence of this agents with learning orientation on customer relationship management success. Statistical population of this research is managers and employees of eight regions of Telecommunication company of Tehran. Then a cluster sampling method was used and 381 samples are determined. After gathering data by questionnaire with five point Likert scale, determined data are arranged and entered in SPSS software, and structural equation modeling method and PLS smart software are used  for gaining last model. Results showed that learning orientation had the most influence on customer relationship management success and knowledge sharing and customer relationship management technology had the least influence on organizational variables and at last customer  relationship management success. Keywords: Customer Relationship Management; Knowledge Management; Learning Orientation; Organizational Factors; Structural Equation Modeling.* Associate Professor, Shahid Beheshti University** Master Student, Islamic Azad University, Science and Research Branch, (Corresponding Author).Email: e.karimnezhad@gmail.com  https://jbmp.sbu.ac.ir/article_95286_97444dbf4a7430dda7e71a1605b7377c.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Impact of Internet Banking Image and E-Banking Satisfaction on Attraction and Retention of Premier Customers: the Moderating Role of Customer Perceived Value Impact of Internet Banking Image and E-Banking Satisfaction on Attraction and Retention of Premier Customers: the Moderating Role of Customer Perceived Value 141 160 95309 FA Journal Article 2015 09 30 Morteza Maleki Minbashi Razgah*, Mahdi Dehghani Soltani**, Hossein Farsizadeh***, Rasoul Ghollamzadeh****[1] Abstract     To retain their customers in today's competitive world, banks need to have their attention to the customers’ views and objections in connection with the banking services bearing in mind that the formulation of the banking policies should be based on voice of the customers. The aim of this study is to evaluate the Internet banking image and e-banking satisfaction on attracting and keeping customers with the moderating role of perceived value amongst the customers of Ansar Bank in the city of Tehran. The statistical population in this study is special customers of Ansar Bank in Tehran city; the standard questionnaire, whose reliability is calculated using alpha Cronback Internal Consistency is distributed among the respondents using simple random sampling. Descriptive statistics, correlation, Confirmatory Factor Analysis and structural equation modeling were used for data analysis. The results indicate that Internet banking image and e-Banking satisfaction have strong impacts on attracting and keeping customers. On the other hand, customers’ perceived value has a moderating influence on the impact of Internet banking image and e-Banking satisfaction on attracting and keeping the customers. It is shown that the e-Banking satisfaction has its great impact on attracting and keeping the customers bearing the moderating role of perceived value.* Assistant Professor, Semnan University.** Ph.D. Student, Semnan University (Corresponding Author).E-mail: ma.dehghani22@yahoo.com*** Ph.D. Student, Semnan University.**** Instructor, Payame Noor University. Morteza Maleki Minbashi Razgah*, Mahdi Dehghani Soltani**, Hossein Farsizadeh***, Rasoul Ghollamzadeh****[1] Abstract     To retain their customers in today's competitive world, banks need to have their attention to the customers’ views and objections in connection with the banking services bearing in mind that the formulation of the banking policies should be based on voice of the customers. The aim of this study is to evaluate the Internet banking image and e-banking satisfaction on attracting and keeping customers with the moderating role of perceived value amongst the customers of Ansar Bank in the city of Tehran. The statistical population in this study is special customers of Ansar Bank in Tehran city; the standard questionnaire, whose reliability is calculated using alpha Cronback Internal Consistency is distributed among the respondents using simple random sampling. Descriptive statistics, correlation, Confirmatory Factor Analysis and structural equation modeling were used for data analysis. The results indicate that Internet banking image and e-Banking satisfaction have strong impacts on attracting and keeping customers. On the other hand, customers’ perceived value has a moderating influence on the impact of Internet banking image and e-Banking satisfaction on attracting and keeping the customers. It is shown that the e-Banking satisfaction has its great impact on attracting and keeping the customers bearing the moderating role of perceived value.* Assistant Professor, Semnan University.** Ph.D. Student, Semnan University (Corresponding Author).E-mail: ma.dehghani22@yahoo.com*** Ph.D. Student, Semnan University.**** Instructor, Payame Noor University. https://jbmp.sbu.ac.ir/article_95309_dc74898d982a9e361c8604ba6667831a.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 Emotional Intelligence Influence on Relationship Marketing Emotional Intelligence Influence on Relationship Marketing 161 178 95317 FA Journal Article 2015 09 30 Nour Mohammad Yaghoubi*, Arghavan Valizadeh Ardalan**[1] Abstract                            The aim of this study is to demonstrate the relationship between Emotional Intelligence and Relationship Marketing (based on the Emotional Intelligence Model of Bradberry and Greav[2]es) in the branches of Ansar private bank located in Mashhad city. The research method is a descriptive and correlation type. The sample of research consists of 152 of 250 employees of this bank. Data collection tools included a questionnaire of emotional intelligence Bradberry and Greaves and a Rojer Bennet’s standard questionnaire of relationship marketing. The reliability of this questionnaire using Cronbach’s alpha for the Emotional intelligence questionnaire was 0.90 and for relationship marketing questionnaire was 0.816.  Data analysis was performed at two levels of inference and descriptive statistics using SPSS and LISREL software. Findings show that there are positive relationship between emotional intelligence and relationship marketing and there is positive relationship between elements of emotional intelligence and relationship marketing style. It means that however the emotional intelligence and its elements become higher; the tendency of employees to relationship marketing style is higher too. Keywords: Emotional Intelligence; Relationship Marketing.*Associatie Professor, University of Sistan an  Baluchestan.** MA student, University of Sistan an  Baluchestan (Corresponding Author).Email:ava1285@yahoo.com  Nour Mohammad Yaghoubi*, Arghavan Valizadeh Ardalan**[1] Abstract                            The aim of this study is to demonstrate the relationship between Emotional Intelligence and Relationship Marketing (based on the Emotional Intelligence Model of Bradberry and Greav[2]es) in the branches of Ansar private bank located in Mashhad city. The research method is a descriptive and correlation type. The sample of research consists of 152 of 250 employees of this bank. Data collection tools included a questionnaire of emotional intelligence Bradberry and Greaves and a Rojer Bennet’s standard questionnaire of relationship marketing. The reliability of this questionnaire using Cronbach’s alpha for the Emotional intelligence questionnaire was 0.90 and for relationship marketing questionnaire was 0.816.  Data analysis was performed at two levels of inference and descriptive statistics using SPSS and LISREL software. Findings show that there are positive relationship between emotional intelligence and relationship marketing and there is positive relationship between elements of emotional intelligence and relationship marketing style. It means that however the emotional intelligence and its elements become higher; the tendency of employees to relationship marketing style is higher too. Keywords: Emotional Intelligence; Relationship Marketing.*Associatie Professor, University of Sistan an  Baluchestan.** MA student, University of Sistan an  Baluchestan (Corresponding Author).Email:ava1285@yahoo.com  https://jbmp.sbu.ac.ir/article_95317_cf80175a0c8fee02be7e22b57176a460.pdf

Shahid Beheshti University - Faculty of Management and Accounting Journal of Business Management Perspective 2251-6050 14 23 2015 08 23 A Pattern for Typology of Product Strategies in SMEs A Pattern for Typology of Product Strategies in SMEs 179 200 95334 FA Journal Article 2015 09 30  Hamidreza Rezvani*, Amirreza Rohani**[1] Abstract     Each Functional strategy should be coherent with other strategies and firm’s competitive competency; it would result to make a synergy in the corporation. Therefore, decisions about product as one element of the marketing mix in the fitting whit marketing strategies would be important. Previous researchers have suggested various product strategies and their reasons for choosing these strategies. But, only few authors take product typologies into consideration. On the other hand, the role of SMEs in the country's economic growth and the expansion of e-commerce in all aspects of the economy, the necessity of effective selection of product strategies should be consider over the past. Hence, this study examines different product strategies and typologies and then introduces a typology in e-small and medium sized enterprises in Iran (E-SMEs). First of all, we review the literature in order to present a typology of product strategies is based on the strategic reference points. For this purpose, 400 small and medium e-businesses were studied in Iran. Then, for analyzing and testing the hypothesis that posed in this study, we are using the software of SPSS 16 and LISREL 8.5. Our results show that strategic reference points of focus and control are effective factors in the choice of product strategies. Keywords: Typology; Product Strategies; Strategic Reference Points (SRPs); E-SMEs.* Assistant professor, University of Mehralborz.** Ph.D Student, University of Tehran(Corrosponding Auther).Email: arohani.ie@gmail.com  Hamidreza Rezvani*, Amirreza Rohani**[1] Abstract     Each Functional strategy should be coherent with other strategies and firm’s competitive competency; it would result to make a synergy in the corporation. Therefore, decisions about product as one element of the marketing mix in the fitting whit marketing strategies would be important. Previous researchers have suggested various product strategies and their reasons for choosing these strategies. But, only few authors take product typologies into consideration. On the other hand, the role of SMEs in the country's economic growth and the expansion of e-commerce in all aspects of the economy, the necessity of effective selection of product strategies should be consider over the past. Hence, this study examines different product strategies and typologies and then introduces a typology in e-small and medium sized enterprises in Iran (E-SMEs). First of all, we review the literature in order to present a typology of product strategies is based on the strategic reference points. For this purpose, 400 small and medium e-businesses were studied in Iran. Then, for analyzing and testing the hypothesis that posed in this study, we are using the software of SPSS 16 and LISREL 8.5. Our results show that strategic reference points of focus and control are effective factors in the choice of product strategies. Keywords: Typology; Product Strategies; Strategic Reference Points (SRPs); E-SMEs.* Assistant professor, University of Mehralborz.** Ph.D Student, University of Tehran(Corrosponding Auther).Email: arohani.ie@gmail.com https://jbmp.sbu.ac.ir/article_95334_e9e1f0a9c7a899dc7826e50670d2a1be.pdf