Shahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920250201Theorizing in Management: Challenges and OpportunitiesTheorizing in Management: Challenges and Opportunities11910532610.48308/jbmp.2025.105326FABahmanHajipourProfessor0000-0001-8972-4002Journal Article20241222Theory building in management is recognized as one of the primary tools for understanding and predicting managerial phenomena. This article, by examining the importance of theories and the challenges associated with theory building, provides a framework for theoretical contributions in the field of management. In this article, five levels of theoretical contribution, including reporters, testers, moderators, builders, and expanders, are examined. Additionally, eight levers of theory building, including research question, theory-building method, level of analysis, phenomenon under study, causal mechanisms, constructs and variables, boundary conditions, and outputs, are introduced. This article demonstrates how changes in each of these levers can contribute to the creation of new theoretical contributions. Finally, this article recommends that students and management researchers, instead of focusing solely on existing theories, seek to discover new phenomena and provide innovative explanations.Theory building in management is recognized as one of the primary tools for understanding and predicting managerial phenomena. This article, by examining the importance of theories and the challenges associated with theory building, provides a framework for theoretical contributions in the field of management. In this article, five levels of theoretical contribution, including reporters, testers, moderators, builders, and expanders, are examined. Additionally, eight levers of theory building, including research question, theory-building method, level of analysis, phenomenon under study, causal mechanisms, constructs and variables, boundary conditions, and outputs, are introduced. This article demonstrates how changes in each of these levers can contribute to the creation of new theoretical contributions. Finally, this article recommends that students and management researchers, instead of focusing solely on existing theories, seek to discover new phenomena and provide innovative explanations.https://jbmp.sbu.ac.ir/article_105326_5681a08006d5f60aee82a182a54e3346.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920241121Phenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan; An international researchPhenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan; An international research204610529110.48308/jbmp.2025.237440.1638FAAbdul GhaffarKoyeakPhD. candidate of Management Department, Faculty of Management, Lorestan Universisty, Khorramabad, Iran0009-0005-9585-8433Seyed NajmeddinMousaviAssociate Professor, Department of Business Management, Faculty of Economics and
Management, Lorestan University0000-0002-6969-7729AliShariatnejadAssistant professor, Department of Management, Faculty of Management, Lorestan University, Khorramabad, Iran0000-0001-8609-6960MohammadHakkakProfessor, Department of Management, Faculty of Management, Lorestan University, Khorramabad, Iran0000-0002-3169-2359Journal Article20241103The present research is descriptive-exploratory in terms of its practical purpose and in terms of the method of information gathering, and it is of the qualitative research type, which was carried out using the phenomenology method. Since the current research is qualitative, the method of collecting information in it is in-depth interviews with the participants. Based on the purpose of the research, which is a phenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan, society is defined in two parts. In this way, the statistical population of the research in Afghanistan are the professors of Kabul and Herat universities in the fields of management and marketing, as well as the managers and employees of Alkozi chain store, 21 of them were selected through purposive sampling and based on the principle of theoretical saturation and in Iran, there are university professors and managers and employees of chain stores, 25 of them were selected as sample members by purposeful sampling and based on the principle of theoretical saturation. In this research, in order to review and analyze the data obtained from the interview, the theme analysis method and Maxqda software were used.The results of the research, in addition to recognizing and understanding the mentioned phenomenon,identified the dimensions of brand-building behaviors of human resources, which included 10 comprehensive themes, which include: attention to value, communication, creating a desirable brand image,attention to security, type of participation, type of advertising, which are finally presented separately for Iran and Afghanistan.The present research is descriptive-exploratory in terms of its practical purpose and in terms of the method of information gathering, and it is of the qualitative research type, which was carried out using the phenomenology method. Since the current research is qualitative, the method of collecting information in it is in-depth interviews with the participants. Based on the purpose of the research, which is a phenomenological comparison of branding behaviors of human resources in chain stores in Iran and Afghanistan, society is defined in two parts. In this way, the statistical population of the research in Afghanistan are the professors of Kabul and Herat universities in the fields of management and marketing, as well as the managers and employees of Alkozi chain store, 21 of them were selected through purposive sampling and based on the principle of theoretical saturation and in Iran, there are university professors and managers and employees of chain stores, 25 of them were selected as sample members by purposeful sampling and based on the principle of theoretical saturation. In this research, in order to review and analyze the data obtained from the interview, the theme analysis method and Maxqda software were used.The results of the research, in addition to recognizing and understanding the mentioned phenomenon,identified the dimensions of brand-building behaviors of human resources, which included 10 comprehensive themes, which include: attention to value, communication, creating a desirable brand image,attention to security, type of participation, type of advertising, which are finally presented separately for Iran and Afghanistan.https://jbmp.sbu.ac.ir/article_105291_2812cdf19a965be838941a9f3e78aa9a.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920241121Intelligent Marketing based on the Internet of Things in the Electronic Payment IndustryIntelligent Marketing based on the Internet of Things in the Electronic Payment Industry476710529310.48308/jbmp.2025.236841.1630FAMohsenShafiei NikabadiAssociate Professor of Industrial Management Department, Semnan University, Semnan0000-0002-9744-960XSamiraNezamivand CheginiMA. Student, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran0009-0002-6966-0720HamzehÙŽAghababayiPHD of Industrial Management, Department of Industrial Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran0009-0007-0517-9977Journal Article20240908Today, organizations need new tools to make decisions in highly competitive environments. Among these tools is intelligence or smart marketing. It is expected that the Internet of Things technology will increase the efficiency and capability of marketing intelligence, because it can be used to better collect information about customers and competitors. Based on this, the aim of this research is to identify the smart marketing model based on the Internet of Things in the electronic payment industry. This qualitative study was conducted using the grounded theory approach. The data were collected using structured interviews until complete saturation and then analyzed with the help of open, central and selective coding using Atlas TI 9 software. Based on the findings of the research, the causal conditions are divided into two categories: technical and technological infrastructures, existing fields in the country as the category of background conditions, commercial and operational challenges, legal and legal challenges and technological challenges and Environment as the categories of intervening conditions, data analysis, market monitoring, attracting adopters, cooperation with banks and telecommunications as strategic conditions and environmental consequences and functional consequences were identified as consequences.Today, organizations need new tools to make decisions in highly competitive environments. Among these tools is intelligence or smart marketing. It is expected that the Internet of Things technology will increase the efficiency and capability of marketing intelligence, because it can be used to better collect information about customers and competitors. Based on this, the aim of this research is to identify the smart marketing model based on the Internet of Things in the electronic payment industry. This qualitative study was conducted using the grounded theory approach. The data were collected using structured interviews until complete saturation and then analyzed with the help of open, central and selective coding using Atlas TI 9 software. Based on the findings of the research, the causal conditions are divided into two categories: technical and technological infrastructures, existing fields in the country as the category of background conditions, commercial and operational challenges, legal and legal challenges and technological challenges and Environment as the categories of intervening conditions, data analysis, market monitoring, attracting adopters, cooperation with banks and telecommunications as strategic conditions and environmental consequences and functional consequences were identified as consequences.https://jbmp.sbu.ac.ir/article_105293_90475c76545030fc21e337beb2914fda.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920241121Identifying factors affecting bank brand preference according to banking capabilities and customer characteristicsIdentifying factors affecting bank brand preference according to banking capabilities and customer characteristics688710550710.48308/jbmp.2025.237520.1641FANimaRanji JafroudiAssistant Professor, Department of Management, Bandar Anzali International Unit, Islamic Azad University, Bandar Anzali, Iran0000-0002-2754-3342SajadSadeghiMaster of Management Department, Bandar Anzali International Branch, Islamic Azad University, Bandar Anzali, Iran0009-0008-7631-2293Journal Article20241109A good understanding of the motivations that create customer preferences can help banks to better understand their customers,attract more liquidity and cause economic development.However,consumers' behavior in choosing banks and the factors that cause them to choose their preferences have received less attention.This research can be a framework and infrastructure for the development of banking capabilities according to its capacities in the direction of brand preference, and on the other hand, it can be a road map for managers and related companies and provide practical insights for customers, bankers and the sector. offers businesses that seek to increase their competitive advantage. This research has been conducted in two parts, quantitative and qualitative, and the research method used is a mixed method. In the qualitative phase, the Delphi method was used with the presence of banking experts and university professors, which finally led to the identification of indicators in the nine dimensions of behavioralfactors, marketing factors, factors Internal factors, competitive factors, demographic factors, psychological factors, strategicfactors, functional factors and infrastructural factors led to the design of the conceptual model.Also,the final model was refined by organizational experts. The obtained model was tested in a quantitative part with the structural equation modeling method in the customer community of Maskan Bank branches in Gilan province. The findings show that psychological, internal, and competitive factors have the greatest impact on brand preference, so managers can consider a subset of these factors to create their brand preferences in the minds of customers and encourage them to buy.A good understanding of the motivations that create customer preferences can help banks to better understand their customers,attract more liquidity and cause economic development.However,consumers' behavior in choosing banks and the factors that cause them to choose their preferences have received less attention.This research can be a framework and infrastructure for the development of banking capabilities according to its capacities in the direction of brand preference, and on the other hand, it can be a road map for managers and related companies and provide practical insights for customers, bankers and the sector. offers businesses that seek to increase their competitive advantage. This research has been conducted in two parts, quantitative and qualitative, and the research method used is a mixed method. In the qualitative phase, the Delphi method was used with the presence of banking experts and university professors, which finally led to the identification of indicators in the nine dimensions of behavioralfactors, marketing factors, factors Internal factors, competitive factors, demographic factors, psychological factors, strategicfactors, functional factors and infrastructural factors led to the design of the conceptual model.Also,the final model was refined by organizational experts. The obtained model was tested in a quantitative part with the structural equation modeling method in the customer community of Maskan Bank branches in Gilan province. The findings show that psychological, internal, and competitive factors have the greatest impact on brand preference, so managers can consider a subset of these factors to create their brand preferences in the minds of customers and encourage them to buy.https://jbmp.sbu.ac.ir/article_105507_b001ac8138323a0fde81cb83f5e90165.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920241121A framework for adopting platform-based business models in insurtechA framework for adopting platform-based business models in insurtech8811610561510.48308/jbmp.2025.237837.1649FAMozhganBanarMSc. Student of MBA, Faculty of
Social Sciences and Economics,
Alzahra University, Tehran, Iran0009-0000-2835-2874MasoumehHosseinzadeh ShahriAssociate Prof., Department of
Management, Faculty of Social
Sciences and Economics, Alzahra
University, Tehran, Iran0000-0003-0945-6664FarzanKhamesianAssistant Prof., Department of
Public Insurance Research, Insurance
Research Centre, Tehran, I. R. Iran.0000-0001-6113-4246Journal Article20241207Introduction: Given the importance of the topic of adopting digital insurance technologies, conducting research to identify the factors influencing users' acceptance of digital insurance platform services and providing a framework to enhance the adoption of these platforms is necessary and essential. So far, most studies have focused on examining the factors affecting the acceptance of digital insurance platform services from the customers' perspective, while research on these factors from the viewpoint of insurance service providers has been very limited. Therefore, conducting a study to evaluate the perspectives of industry experts on the factors influencing users' acceptance of digital insurance platform services can reveal the main aspects related to the successful implementation of these services on both sides (i.e., customers and insurers). The objectives of this research are: 1. Identifying the factors influencing user acceptance of digital insurance platform services in the insurtech sector. 2. Providing a framework for the acceptance of business models based on digital insurance platforms in the insurtech sector.<br />Methods: The method of this study is qualitative. Data were collected through in-depth interviews. In this study, interviews were conducted with 14 insurance industry experts. In this research, thematic analysis was used to analyze the data. The coding of the collected data was carried out accurately using Nvivo software.<br />Result: In total, 384 initial codes were obtained from 14 interviews, which were then categorized into sub-themes and subsequently into main themes.Based on the identified themes, a framework for the acceptance of insurance platforms was designed.Introduction: Given the importance of the topic of adopting digital insurance technologies, conducting research to identify the factors influencing users' acceptance of digital insurance platform services and providing a framework to enhance the adoption of these platforms is necessary and essential. So far, most studies have focused on examining the factors affecting the acceptance of digital insurance platform services from the customers' perspective, while research on these factors from the viewpoint of insurance service providers has been very limited. Therefore, conducting a study to evaluate the perspectives of industry experts on the factors influencing users' acceptance of digital insurance platform services can reveal the main aspects related to the successful implementation of these services on both sides (i.e., customers and insurers). The objectives of this research are: 1. Identifying the factors influencing user acceptance of digital insurance platform services in the insurtech sector. 2. Providing a framework for the acceptance of business models based on digital insurance platforms in the insurtech sector.<br />Methods: The method of this study is qualitative. Data were collected through in-depth interviews. In this study, interviews were conducted with 14 insurance industry experts. In this research, thematic analysis was used to analyze the data. The coding of the collected data was carried out accurately using Nvivo software.<br />Result: In total, 384 initial codes were obtained from 14 interviews, which were then categorized into sub-themes and subsequently into main themes.Based on the identified themes, a framework for the acceptance of insurance platforms was designed.https://jbmp.sbu.ac.ir/article_105615_de8396937457f5931dd3b6b41b5ca67e.pdfShahid Beheshti UniversityJournal of Business Management Perspective2251-6050235920241121Futures Studies of the Process Automation Development in Organizations Based on E-Business 5.0 Technologies in IranFutures Studies of the Process Automation Development in Organizations Based on E-Business 5.0 Technologies in Iran11714310565610.48308/jbmp.2025.238450.1657FAZahraRazmiDepartment of Management, Faculty of Social Sciences and Economic, Alzahra University. Tehran,, Iran0000-0001-8400-8154ForoughMohammadiDepartment of Information Technology Management, Business Intelligence Orientation, Faculty of Humanities, Tarbiat Modares University0000-0003-1302-2471Journal Article20250120Introduction: The automation of organizational processes through advanced digital technologies such as E-Business 05, represents a cornerstone of digital transformation in today's fast-paced business environments. Technologies including Artificial Intelligence (AI), the Internet of Things (IOT), and Big Data analytics enable organizations to optimize processes, enhance customer experience, and strengthen competitiveness. Despite the global recognition of these innovations, their adoption and implementation in countries like Iran face significant challenges, such as inadequate infrastructure, cultural resistance, and a lack of supportive policies. This study aims to conduct a structural analysis of key factors influencing the development of process automation in organizations, leveraging the MICMAC (Impact Matrix Cross- Reference Multiplication Applied to a Classification) analysis technique.<br />Methods: This study utilized a mixed-methods approach in tow main phases:<br />1- Literature Review: <br />2- Qualitative Analysis: Semi-structured interviews were conducted with nine academic and organizational experts, specializing in E-Business 05 and digital technologies. The indicators were further refined, and their interdependencies were analyzed using the MICMAC tool.<br />Results: The study revealed the following findings:<br />1. Key Influential Factors <br />2. Dependent Indicators <br />3. Core Drivers<br />4. Systemic Insights <br />Conclusion: By identifying key drivers and dependencies through the MICMAC technique, policymakers, and organizational leaders can prioritize investments in critical areas, such as IT infrastructure and cultural adaptation, to accelerate digital transformation.Introduction: The automation of organizational processes through advanced digital technologies such as E-Business 05, represents a cornerstone of digital transformation in today's fast-paced business environments. Technologies including Artificial Intelligence (AI), the Internet of Things (IOT), and Big Data analytics enable organizations to optimize processes, enhance customer experience, and strengthen competitiveness. Despite the global recognition of these innovations, their adoption and implementation in countries like Iran face significant challenges, such as inadequate infrastructure, cultural resistance, and a lack of supportive policies. This study aims to conduct a structural analysis of key factors influencing the development of process automation in organizations, leveraging the MICMAC (Impact Matrix Cross- Reference Multiplication Applied to a Classification) analysis technique.<br />Methods: This study utilized a mixed-methods approach in tow main phases:<br />1- Literature Review: <br />2- Qualitative Analysis: Semi-structured interviews were conducted with nine academic and organizational experts, specializing in E-Business 05 and digital technologies. The indicators were further refined, and their interdependencies were analyzed using the MICMAC tool.<br />Results: The study revealed the following findings:<br />1. Key Influential Factors <br />2. Dependent Indicators <br />3. Core Drivers<br />4. Systemic Insights <br />Conclusion: By identifying key drivers and dependencies through the MICMAC technique, policymakers, and organizational leaders can prioritize investments in critical areas, such as IT infrastructure and cultural adaptation, to accelerate digital transformation.https://jbmp.sbu.ac.ir/article_105656_7466693e2c5159e3e35c029963556dad.pdf