Shahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820241204Enhancing the Credibility of Management Research: Balancing Theory and Practice in Addressing Global Grand ChallengesEnhancing the Credibility of Management Research: Balancing Theory and Practice in Addressing Global Grand Challenges12210511510.48308/jbmp.2024.105115FABahmanHajipourprofessor0000-0001-8972-4002Journal Article20241123This paper explores contemporary challenges in management from a postmodern perspective, focusing on the gap between academic research and the practical needs of businesses. Andrew Pettigrew’s theories on postmodern management, along with Ken Starkey and Paula Maden’s suggestions for enhancing interaction between researchers and managers, are presented as solutions to strengthen the credibility of management research. Additionally, the paper emphasizes the importance of interdisciplinary and innovative research to tackle complex social, environmental, and economic issues, particularly in light of significant global challenges. Ultimately, this research proposes a multi -pronged framework for management research that includes responsiveness to stakeholder needs, engagement with global challenges, and innovation in research methodologies.This paper explores contemporary challenges in management from a postmodern perspective, focusing on the gap between academic research and the practical needs of businesses. Andrew Pettigrew’s theories on postmodern management, along with Ken Starkey and Paula Maden’s suggestions for enhancing interaction between researchers and managers, are presented as solutions to strengthen the credibility of management research. Additionally, the paper emphasizes the importance of interdisciplinary and innovative research to tackle complex social, environmental, and economic issues, particularly in light of significant global challenges. Ultimately, this research proposes a multi -pronged framework for management research that includes responsiveness to stakeholder needs, engagement with global challenges, and innovation in research methodologies.https://jbmp.sbu.ac.ir/article_105115_3755b9ce9e424392d511d33798a37d3c.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822Identifying factors affecting political brand using fuzzy cognitive map with FCM methodIdentifying factors affecting political brand using fuzzy cognitive map with FCM method235110477110.48308/jbmp.2024.235391.1596FASayedh NasimMousavi.M.Sc. Graduate, Business Management - Electronic Commerce, Faculty of Innovators, Malayer aslami Azad University, Iran0000-0001-8124-2180SseedMirAssistant Professor, Department of Business Management, Faculty of Literature and Humanities, Islamic Azad University, Khoramabad Branch, Iran0000-0003-0830-8088Sayed NajmmedinMousaviAssociate Professor Department of management, Lorestan University, Khorramabad, Iran0000-0002-6969-7729ElaheManeshdaviPhD student in Human Resource Management, Faculty of Literature and Administrative Sciences, Khorramabad University of Lorestan, Iran0000-0001-8527-4649Journal Article20240416Purpose: The current research was conducted with the aim of identifying factors affecting political brand using fuzzy cognitive map with FCM method. Brands are strategic and key assets to achieve competitive advantage. Brands can be considered as a heuristic device that includes a set of values that enable the consumer to make quick and efficient choices. Recently, the concept of political branding and branding slogans have been widely adopted by many political parties as they seek to differentiate themselves, leading to an emerging interest in the idea of political branding. Methodology: This research is descriptive and exploratory in terms of practical purpose and in terms of data collection method, which has an inductive comparative research philosophy. The statistical population of the current research is the employees of the Political Vice-Chancellor of Lorestan Governorate and the governors of Lorestan, in addition to the professors of political science and marketing fields of Lorestan universities. that the sample members were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is a semi-structured interview and in the quantitative part is a questionnaire whose validity and reliability are respectively through CVR and Cohen's kappa test and in the questionnaire part using content validity and intra-coder and inter-coder reliability of the interview and validity and content validity and retest reliability for the questionnaire. has been analyzed. I. <br /><br />CPurpose: The current research was conducted with the aim of identifying factors affecting political brand using fuzzy cognitive map with FCM method. Brands are strategic and key assets to achieve competitive advantage. Brands can be considered as a heuristic device that includes a set of values that enable the consumer to make quick and efficient choices. Recently, the concept of political branding and branding slogans have been widely adopted by many political parties as they seek to differentiate themselves, leading to an emerging interest in the idea of political branding. Methodology: This research is descriptive and exploratory in terms of practical purpose and in terms of data collection method, which has an inductive comparative research philosophy. The statistical population of the current research is the employees of the Political Vice-Chancellor of Lorestan Governorate and the governors of Lorestan, in addition to the professors of political science and marketing fields of Lorestan universities. that the sample members were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is a semi-structured interview and in the quantitative part is a questionnaire whose validity and reliability are respectively through CVR and Cohen's kappa test and in the questionnaire part using content validity and intra-coder and inter-coder reliability of the interview and validity and content validity and retest reliability for the questionnaire. has been analyzed. I. <br /><br />Chttps://jbmp.sbu.ac.ir/article_104771_c08e82bd4abc035752e485921d27c7d3.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822Designing defensive strategies of brand forgetting in Iran's home appliance industryDesigning defensive strategies of brand forgetting in Iran's home appliance industry527710485110.48308/jbmp.2024.236135.1618FAVahidSharafiAssistant Professor, Department of Business Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, Iran.0000-0003-1851-8759MohamadTalariAssistant Professor, Department of Business Management, Faculty of Humanities, Hazrat Masoumeh University, Qom, IranShimaMohtaramiMaster's student in Business Administration, Faculty of Humanities, Hazrat Masoumeh University, Qom, IranJournal Article20240628Purpose: Brands are forgotten with the passage of time and becoming old. Forgetting the brand is one of the basic challenges of businesses that can have significant negative effects on business performance and profitability. The current research is also done with the aim of designing defensive strategies of brand forgetting in Iran's home appliance industry.<br />Methodology: The approach of the current research is qualitative, in terms of practical purpose and in terms of nature and descriptive method. The statistical population of this research includes academic experts and managers with experience in Iran's home appliance industry. . The sampling method was snowball sampling. In this research, Brown and Clark's six-stage thematic analysis method was used to code and analyze the findings.<br />Findings: In this research, after analyzing the data collected from the interviews with thematic analysis method, 69 basic themes were categorized into 14 organizing themes and 5 inclusive themes. Defensive strategies of forgetting the brand include: knowledge, research-oriented and technological strategy, repositioning strategy, reduction strategy, participation strategy, market orientation strategy. According to the categories that have been obtained, it can be said that each of the main categories, according to the categories they have had, can help companies and the home appliance industry in order to attract and eliminate the causes of forgetting the brand and from the strategy. Defensive measures should be used to prevent forgetting the brand, and this will be profitable for the company as well as the progress and development of the business.Purpose: Brands are forgotten with the passage of time and becoming old. Forgetting the brand is one of the basic challenges of businesses that can have significant negative effects on business performance and profitability. The current research is also done with the aim of designing defensive strategies of brand forgetting in Iran's home appliance industry.<br />Methodology: The approach of the current research is qualitative, in terms of practical purpose and in terms of nature and descriptive method. The statistical population of this research includes academic experts and managers with experience in Iran's home appliance industry. . The sampling method was snowball sampling. In this research, Brown and Clark's six-stage thematic analysis method was used to code and analyze the findings.<br />Findings: In this research, after analyzing the data collected from the interviews with thematic analysis method, 69 basic themes were categorized into 14 organizing themes and 5 inclusive themes. Defensive strategies of forgetting the brand include: knowledge, research-oriented and technological strategy, repositioning strategy, reduction strategy, participation strategy, market orientation strategy. According to the categories that have been obtained, it can be said that each of the main categories, according to the categories they have had, can help companies and the home appliance industry in order to attract and eliminate the causes of forgetting the brand and from the strategy. Defensive measures should be used to prevent forgetting the brand, and this will be profitable for the company as well as the progress and development of the business.https://jbmp.sbu.ac.ir/article_104851_7e45d1230a770ca40462157eb6ad118f.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822Presenting a model for choosing strategies to overcome the challenges of digital platforms’ launch: an approach based on CSF and KSFPresenting a model for choosing strategies to overcome the challenges of digital platforms’ launch: an approach based on CSF and KSF789910495210.48308/jbmp.2024.235571.1604FAAtoosaEbrahimi ShahAbadiMSc Degree in International Entrepreneurship
Entrepreneurship Faculty, University of Tehran, Tehran, Iran0009-0005-8864-4103NiloofarNobariAssistant Professor and Faculty Member, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.0000-0002-5598-1411AliMobini DehkordiProfessor and Faculty Member, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.0000-0003-0838-4945Journal Article20240505Objective: This research aims to develop a model that aligns competitive strategies with strategic goals for launching B2B software platforms. By addressing critical success factors (CSFs) and transforming them into key success factors (KSFs), businesses can create a competitive advantage during the launch phase.<br />Method: A systematic literature review was conducted to identify strategic goals and strategies relevant to the launch stage of digital platforms. The Interpretive Structural Modeling (ISM) method was then used to analyze the relationship between CSFs, KSFs, and strategic goals.<br />Findings: The research distinguished the unique roles of CSFs and KSFs in platform success, identifying two types of CSFs. It also explained the connection between CSFs and KSFs. Eight strategies were identified that help overcome the "chicken-and-egg" challenge by converting it into KSFs. These KSFs are directly linked to seven strategic goals for the launch phase. A direct relationship between the strategies and goals was established.<br />Conclusion: This study provides a structured model for selecting launch strategies aligned with strategic goals, emphasizing the crucial alignment between CSFs and KSFs. This model serves as an effective guide for managers and platform owners in B2B software platforms, helping them choose appropriate strategies during the launch phase to ensure platform success.Objective: This research aims to develop a model that aligns competitive strategies with strategic goals for launching B2B software platforms. By addressing critical success factors (CSFs) and transforming them into key success factors (KSFs), businesses can create a competitive advantage during the launch phase.<br />Method: A systematic literature review was conducted to identify strategic goals and strategies relevant to the launch stage of digital platforms. The Interpretive Structural Modeling (ISM) method was then used to analyze the relationship between CSFs, KSFs, and strategic goals.<br />Findings: The research distinguished the unique roles of CSFs and KSFs in platform success, identifying two types of CSFs. It also explained the connection between CSFs and KSFs. Eight strategies were identified that help overcome the "chicken-and-egg" challenge by converting it into KSFs. These KSFs are directly linked to seven strategic goals for the launch phase. A direct relationship between the strategies and goals was established.<br />Conclusion: This study provides a structured model for selecting launch strategies aligned with strategic goals, emphasizing the crucial alignment between CSFs and KSFs. This model serves as an effective guide for managers and platform owners in B2B software platforms, helping them choose appropriate strategies during the launch phase to ensure platform success.https://jbmp.sbu.ac.ir/article_104952_1fed67a5ae35cc1cd7208bf0da554560.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822Presenting a pattern for attracting attention to advertisements on internet sites according to consumer behavior (with a qualitative and quantitative approach)Presenting a pattern for attracting attention to advertisements on internet sites according to consumer behavior (with a qualitative and quantitative approach)10012310497110.48308/jbmp.2024.236122.1621FARoyaRazmiDepartment of business management, kish international branch, Islamis Azad university, kish island, Iran0009-0004-7212-8254Ali AkbarFarhangiDepartment of business management, kish international branch, islamic azad university, kish island, iran0000-0003-2130-6490DarioushJamshidiDepartment of business management, kish international branch, islamic azad university, kish island, iran0000-0003-2426-4660Journal Article20240710The aim of this research is to design a pattern of drawing attention to commercial advertisements on websites, which was done in a mixed method and of the exploratory type in two consecutive qualitative-quantitative stages. In the first stage, the researcher collects the necessary information by examining studies related to the research topic and also in-depth interviews with experts in the field of marketing, and by using the method of grounded theory analysis with Glaser's approach, coding, categorizing and presenting a concept model. In the quantitative stage, the study was conducted using the structural equation modeling method. For this purpose, the data collected from a researcher-made questionnaire based on the proposed model was evaluated using Smart PLS software. After reviewing the previous studies, using exploratory and semi-structured interview tools, qualitative questions were asked from the statistical population of 14 experts and theoretical saturation was achieved. The results of grounded theory showed that the pattern of factors attracting attention to internet advertising includes 19 open codes, 5 central codes and 1 selective code. In the quantitative part, a questionnaire consisting of 19 items was provided to 217 marketing-advertising experts. Based on the results of the structural equation modeling, the value of the significance coefficient t is related to the relationship between the main variables with attracting attention to the forms of advertisements on websites at the 95% confidence level and indicates the significance of their effect on attracting attention to advertisements on websites. Therefore, all variables are identified as main variables.The aim of this research is to design a pattern of drawing attention to commercial advertisements on websites, which was done in a mixed method and of the exploratory type in two consecutive qualitative-quantitative stages. In the first stage, the researcher collects the necessary information by examining studies related to the research topic and also in-depth interviews with experts in the field of marketing, and by using the method of grounded theory analysis with Glaser's approach, coding, categorizing and presenting a concept model. In the quantitative stage, the study was conducted using the structural equation modeling method. For this purpose, the data collected from a researcher-made questionnaire based on the proposed model was evaluated using Smart PLS software. After reviewing the previous studies, using exploratory and semi-structured interview tools, qualitative questions were asked from the statistical population of 14 experts and theoretical saturation was achieved. The results of grounded theory showed that the pattern of factors attracting attention to internet advertising includes 19 open codes, 5 central codes and 1 selective code. In the quantitative part, a questionnaire consisting of 19 items was provided to 217 marketing-advertising experts. Based on the results of the structural equation modeling, the value of the significance coefficient t is related to the relationship between the main variables with attracting attention to the forms of advertisements on websites at the 95% confidence level and indicates the significance of their effect on attracting attention to advertisements on websites. Therefore, all variables are identified as main variables.https://jbmp.sbu.ac.ir/article_104971_401d4d94bc08e274616645ba1e09db3d.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822Investigating the interaction of factors affecting the formation and development of brand communities using Fuzzy DEMATELInvestigating the interaction of factors affecting the formation and development of brand communities using Fuzzy DEMATEL12414910518110.48308/jbmp.2024.236560.1626FAFatemehSaghafiAssociate Prof., Department of System Management and Decision Science, College of Management, University of Tehran, Tehran, Iran0000-0003-4843-6885SajadRamezaniMaster's graduated from University of Tehran, PhD student, Faculty of Management and Accounting, Beheshti University, Tehran, Iran0009-0004-7704-7429MasoudRezaeiPhD student, Department of industrial Management, Faculty of Management and Economy, Science and Research Branch, Islamic Azad University, Tehran, Iran0009-0003-6678-4127Journal Article20240812Objective: The purpose of this research is to investigate the factors affecting the formation and development of brand communities in the digital marketing space of the Instagram social media.<br />Methodology: The present study is developmental and applied in terms of its purpose. It has a hybrid approach in terms of its nature. It is survey research in terms of implementation. It is descriptive based on data collection. This research, in the first phase, literature review and interviews have been used to identify the effective factors for the formation and development of brand communities, in the second phase, factors have been screened by fuzzy Delphi method, and in the last phase, the fuzzy Demetal method has been used to identify the effective and influencing factors.<br />findings: In the present study, 68 influential factors have been identifing in the first phase of the research. In the second phase of the research, after screened the factors in two phased Delphi repetitions, 16 effective factors on the formation and development of brand communities to introduced and in the third phase, the have been determining intensit of the influencing factors.<br />Conclusion: The results show that product prestige, overall satisfaction, product development, customer age, product quality, celebrity reputation, and celebrity moral characteristics were identifed as causes. Common awareness, word-of-mouth marketing, customs, brand symbolic function, brand identification, human-to-human interaction through the net platform, social responsibility, customer's emotional experience, and foreign brand reputation were recognized as Effective. also they have ranked based influence of the factors.Objective: The purpose of this research is to investigate the factors affecting the formation and development of brand communities in the digital marketing space of the Instagram social media.<br />Methodology: The present study is developmental and applied in terms of its purpose. It has a hybrid approach in terms of its nature. It is survey research in terms of implementation. It is descriptive based on data collection. This research, in the first phase, literature review and interviews have been used to identify the effective factors for the formation and development of brand communities, in the second phase, factors have been screened by fuzzy Delphi method, and in the last phase, the fuzzy Demetal method has been used to identify the effective and influencing factors.<br />findings: In the present study, 68 influential factors have been identifing in the first phase of the research. In the second phase of the research, after screened the factors in two phased Delphi repetitions, 16 effective factors on the formation and development of brand communities to introduced and in the third phase, the have been determining intensit of the influencing factors.<br />Conclusion: The results show that product prestige, overall satisfaction, product development, customer age, product quality, celebrity reputation, and celebrity moral characteristics were identifed as causes. Common awareness, word-of-mouth marketing, customs, brand symbolic function, brand identification, human-to-human interaction through the net platform, social responsibility, customer's emotional experience, and foreign brand reputation were recognized as Effective. also they have ranked based influence of the factors.https://jbmp.sbu.ac.ir/article_105181_0dc300ff06097425aa5fefdd2dd5aef9.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235820240822The expansion of strategic improvisation capabilities in knowledge-based companies in IraqThe expansion of strategic improvisation capabilities in knowledge-based companies in Iraq15017210527110.48308/jbmp.2025.236880.1633FAَAliAl-SaediPh.D. student of Marketing, University of Isfahan, Isfahan, Iran.0000-0001-5523-9172AliKazemiAssociate Professor of Management Department, University of Isfahan, Faculty of Administrative Sciences & Economics, Isfahan, Iran.0000-0002-2222-6006AzarnoushAnsariAssociate Professor of Management Department, University of Isfahan, Faculty of Administrative Sciences & Economics, Isfahan, Iran.0000-0001-8412-0541Journal Article20240914This study aims to expand the model of improvisation capabilities in technological startups companies in Iraq. The research method is qualitative. The statistical population includes senior managers and experts of technological companies; With an 10 years of official presence and experience in startups in Iraq, the statistical sample of the research in the qualitative part was interviewed with 12 people from the management staff and experts and senior managers of technological companies active in the field of communication in Iraq. The data collection tool was a semi-structured and in-depth interviews. The data obtained in the qualitative section were analyzed with foundational data theory and open and axial coding. The tool to check the validity and reliability of the questionnaire was to check the face validity and retest reliability. After analyzing the findings of the qualitative part, based on the grounded theory model of the foundation, the causal factors include organizational factors, support factors and structural factors. Contextual factors include environmental analysis and improvisational learning. The main phenomenon which is the improvisational ability consists of individual abilities, executive abilities and managerial abilities. Intervening conditions include internal factors in implementation and external factors. Strategies include market orientation and continuous innovation. Consequences include business performance and internal performance.This study aims to expand the model of improvisation capabilities in technological startups companies in Iraq. The research method is qualitative. The statistical population includes senior managers and experts of technological companies; With an 10 years of official presence and experience in startups in Iraq, the statistical sample of the research in the qualitative part was interviewed with 12 people from the management staff and experts and senior managers of technological companies active in the field of communication in Iraq. The data collection tool was a semi-structured and in-depth interviews. The data obtained in the qualitative section were analyzed with foundational data theory and open and axial coding. The tool to check the validity and reliability of the questionnaire was to check the face validity and retest reliability. After analyzing the findings of the qualitative part, based on the grounded theory model of the foundation, the causal factors include organizational factors, support factors and structural factors. Contextual factors include environmental analysis and improvisational learning. The main phenomenon which is the improvisational ability consists of individual abilities, executive abilities and managerial abilities. Intervening conditions include internal factors in implementation and external factors. Strategies include market orientation and continuous innovation. Consequences include business performance and internal performance.https://jbmp.sbu.ac.ir/article_105271_13d89e3f3ce2533199d6803b9f1589ca.pdf