Shahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923New Approaches to Growth Theory: Lessons for Future Research in Business AdministrationNew Approaches to Growth Theory: Lessons for Future Research in Business Administration1510638910.48308/jbmp.2025.242162.1715FABahmanHajipourDepartment of Business Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran.0000-0001-8972-4002Journal Article20250923The 2025 Nobel Prize in Economic Sciences was awarded to three eminent economists—Philippe Aghion, Peter Howitt, and Joel Mokyr—for their groundbreaking research elucidating how innovation drives sustainable economic growth. Their collective work not only reshapes macroeconomic theory but also offers profound insights relevant for Business Administration, highlighting key directions for future research in the field.<br /><br /><br /> <br /><br />Researcher Overarching Theoretical Framework Core Concepts & Contributions Key Publications (Examples)<br /><br />Synthesis and Implications:<br /><br />Joel Mokyr’s historical and institutional analysis explains why robust institutions and cultural frameworks are essential to ignite innovative growth. Meanwhile, Aghion and Howitt’s theoretical models specify how innovation is sustained in market economies through continuous cycles of creative destruction, where new technologies replace outdated ones (Nobel Prize Committee, 2025; NBER, 2025). This underscores the vital role of innovation as the driver of firm and industry evolution, implicating strategic business practices focused on fostering ongoing innovation and managing competitive dynamics.<br /><br />Peter Howitt’s emphasis on human capital highlights the critical need for firms to invest in workforce skills aligned with evolving technological demands. This insight directly ties into strategic human resource management and organizational capabilities development, stressing that technology investments must be complemented by talent development and adaptive organizational structures.<br /><br />Moreover, Mokyr’s work reminds managers to consider broader institutional contexts—laws, regulations, intellectual property rights, and socio-cultural norms—that shape innovation incentives and entrepreneurial potential. Thus, astute leadership and strategic foresight must include influencing and adapting to these macroeconomic and institutional environments.<br /><br />Journal Policies for Future Research:<br /><br />Motivated by these seminal contributions, our journal affirms a commitment to advancing research strands that:<br /><br />1. Examine managerial strategies for navigating and leveraging creative destruction, particularly in radical innovation and new market creation.<br /><br />2. Investigate the nexus between technology, skills development, and organizational adaptation within evolving technological landscapes such as AI and digitalization.<br /><br />3. Analyze the influence of institutional economics on firm strategies, public policies, and innovation systems.<br /><br />4. Employ mixed methodologies, combining quantitative firm-level analyses with historical and qualitative approaches, to enrich understanding of innovation processes.<br /><br />Integrating these insights from economic growth theory with applied Business Administration research promises to enhance both scientific rigor and managerial relevance, guiding organizations in navigating complex, innovation-driven economies.The 2025 Nobel Prize in Economic Sciences was awarded to three eminent economists—Philippe Aghion, Peter Howitt, and Joel Mokyr—for their groundbreaking research elucidating how innovation drives sustainable economic growth. Their collective work not only reshapes macroeconomic theory but also offers profound insights relevant for Business Administration, highlighting key directions for future research in the field.<br /><br /><br /> <br /><br />Researcher Overarching Theoretical Framework Core Concepts & Contributions Key Publications (Examples)<br /><br />Synthesis and Implications:<br /><br />Joel Mokyr’s historical and institutional analysis explains why robust institutions and cultural frameworks are essential to ignite innovative growth. Meanwhile, Aghion and Howitt’s theoretical models specify how innovation is sustained in market economies through continuous cycles of creative destruction, where new technologies replace outdated ones (Nobel Prize Committee, 2025; NBER, 2025). This underscores the vital role of innovation as the driver of firm and industry evolution, implicating strategic business practices focused on fostering ongoing innovation and managing competitive dynamics.<br /><br />Peter Howitt’s emphasis on human capital highlights the critical need for firms to invest in workforce skills aligned with evolving technological demands. This insight directly ties into strategic human resource management and organizational capabilities development, stressing that technology investments must be complemented by talent development and adaptive organizational structures.<br /><br />Moreover, Mokyr’s work reminds managers to consider broader institutional contexts—laws, regulations, intellectual property rights, and socio-cultural norms—that shape innovation incentives and entrepreneurial potential. Thus, astute leadership and strategic foresight must include influencing and adapting to these macroeconomic and institutional environments.<br /><br />Journal Policies for Future Research:<br /><br />Motivated by these seminal contributions, our journal affirms a commitment to advancing research strands that:<br /><br />1. Examine managerial strategies for navigating and leveraging creative destruction, particularly in radical innovation and new market creation.<br /><br />2. Investigate the nexus between technology, skills development, and organizational adaptation within evolving technological landscapes such as AI and digitalization.<br /><br />3. Analyze the influence of institutional economics on firm strategies, public policies, and innovation systems.<br /><br />4. Employ mixed methodologies, combining quantitative firm-level analyses with historical and qualitative approaches, to enrich understanding of innovation processes.<br /><br />Integrating these insights from economic growth theory with applied Business Administration research promises to enhance both scientific rigor and managerial relevance, guiding organizations in navigating complex, innovation-driven economies.https://jbmp.sbu.ac.ir/article_106389_9a87e541c0d221bb8a0667dd4c6dd0f7.pdfShahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923Designing Marketing Model for Open Banking and Neobank Services: In Case of Bank Refah KargaranDesigning Marketing Model for Open Banking and Neobank Services: In Case of Bank Refah Kargaran63710650210.48308/jbmp.2025.240839.1696FAYasinChamaenejhadDepartment of International Trade, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran.SajadKhaniDepartment of International Trade, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran.0009-0009-7856-6534EhsanSoltanifarDepartment of International Trade, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran.0000-0003-3271-174XJournal Article20250726<strong>Objectives:</strong> In the face of rapid technological advancement, traditional banks increasingly struggle to remain competitive in a landscape reshaped by digital transformation. Concepts such as open banking and neobanks_driven by APIs, fintech collaborations, and data-based personalization_are redefining financial ecosystems. In Iran, the gap between traditional banking structures and emerging digital trends has widened, particularly within major state-owned banks. Bank Refah Kargaran, as one of the largest and most established institutions, faces the pressing need to develop a localized marketing model aligned with the dynamics of open and digital banking. Existing studies in Iran have focused primarily on technical and regulatory aspects, leaving a research gap in designing effective marketing frameworks for digital banking evolution. This study addresses that gap by constructing an integrated marketing model that not only supports open banking and neobank services but also enhances customer experience and institutional adaptability.<br /><strong>Methods:</strong> Following a pragmatic stance, the research used a sequential exploratory mixed-methods approach. The qualitative phase involved purposive sampling of 14 experts and managers across digital transformation, IT, risk, product, and marketing functions. Semi-structured interviews were transcribed and subjected to inductive thematic analysis (Braun & Clarke approach), yielding an initial conceptual framework of domains and sub-domains. In the quantitative phase, these domains were translated into evaluative items and assessed by the same expert panel using a linguistic five-point scale. Responses were converted into triangular fuzzy numbers for computational processing in the Fuzzy TOPSIS method. This approach enabled aggregation of subjective expert judgments into robust priority scores and final rankings for both main pillars and sub-themes.<br /><strong>Findings:</strong> Quantitative analysis demonstrated that the “Foundation of Trust, Security, and Compliance” theme ranked as the most critical pillar, followed by “Customer Experience Engine” and “Organizational and Cultural Transformation.” Experts emphasized that in financial marketing, trust itself constitutes a product, and robust security frameworks are the strongest marketing tools. Furthermore, customer experience was identified as the direct bridge to loyalty and long-term relationship value, whereas organizational agility and cultural renewal were deemed essential enablers for sustained innovation. The results collectively suggest that digital marketing success in traditional banks depends on balancing technological readiness with human-centric transformation. The integrated model illustrates how these pillars interact dynamically_security as the foundation, experience as the differentiator, and transformation as the catalyst for sustained competitiveness.<br /><strong>Conclusion:</strong> The proposed marketing model for open banking and neobank services in Bank Refah Kargaran emphasizes a “foundations-first strategy.” By grounding digital initiatives in trust, security, and regulatory compliance, and sequentially advancing toward customer-centric experience design and internal agility, banks can ensure a stable yet progressive digital transformation. This model provides a realistic, context-sensitive, and data-driven roadmap for Iranian banks transitioning into the open banking era_offering both strategic guidance and operational clarity for sustainable success.<strong>Objectives:</strong> In the face of rapid technological advancement, traditional banks increasingly struggle to remain competitive in a landscape reshaped by digital transformation. Concepts such as open banking and neobanks_driven by APIs, fintech collaborations, and data-based personalization_are redefining financial ecosystems. In Iran, the gap between traditional banking structures and emerging digital trends has widened, particularly within major state-owned banks. Bank Refah Kargaran, as one of the largest and most established institutions, faces the pressing need to develop a localized marketing model aligned with the dynamics of open and digital banking. Existing studies in Iran have focused primarily on technical and regulatory aspects, leaving a research gap in designing effective marketing frameworks for digital banking evolution. This study addresses that gap by constructing an integrated marketing model that not only supports open banking and neobank services but also enhances customer experience and institutional adaptability.<br /><strong>Methods:</strong> Following a pragmatic stance, the research used a sequential exploratory mixed-methods approach. The qualitative phase involved purposive sampling of 14 experts and managers across digital transformation, IT, risk, product, and marketing functions. Semi-structured interviews were transcribed and subjected to inductive thematic analysis (Braun & Clarke approach), yielding an initial conceptual framework of domains and sub-domains. In the quantitative phase, these domains were translated into evaluative items and assessed by the same expert panel using a linguistic five-point scale. Responses were converted into triangular fuzzy numbers for computational processing in the Fuzzy TOPSIS method. This approach enabled aggregation of subjective expert judgments into robust priority scores and final rankings for both main pillars and sub-themes.<br /><strong>Findings:</strong> Quantitative analysis demonstrated that the “Foundation of Trust, Security, and Compliance” theme ranked as the most critical pillar, followed by “Customer Experience Engine” and “Organizational and Cultural Transformation.” Experts emphasized that in financial marketing, trust itself constitutes a product, and robust security frameworks are the strongest marketing tools. Furthermore, customer experience was identified as the direct bridge to loyalty and long-term relationship value, whereas organizational agility and cultural renewal were deemed essential enablers for sustained innovation. The results collectively suggest that digital marketing success in traditional banks depends on balancing technological readiness with human-centric transformation. The integrated model illustrates how these pillars interact dynamically_security as the foundation, experience as the differentiator, and transformation as the catalyst for sustained competitiveness.<br /><strong>Conclusion:</strong> The proposed marketing model for open banking and neobank services in Bank Refah Kargaran emphasizes a “foundations-first strategy.” By grounding digital initiatives in trust, security, and regulatory compliance, and sequentially advancing toward customer-centric experience design and internal agility, banks can ensure a stable yet progressive digital transformation. This model provides a realistic, context-sensitive, and data-driven roadmap for Iranian banks transitioning into the open banking era_offering both strategic guidance and operational clarity for sustainable success.https://jbmp.sbu.ac.ir/article_106502_30ee9e5435dee3872923e93331f34dbc.pdfShahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923From Thematic Analysis and Meta-Synthesis to Integrated Model Design: An In-Depth Exploration of Knowledge Architecture in Influencer Ecosystem TypologiesFrom Thematic Analysis and Meta-Synthesis to Integrated Model Design: An In-Depth Exploration of Knowledge Architecture in Influencer Ecosystem Typologies386210657510.48308/jbmp.2025.242511.1722FAMohammadrezaDalvi EsfahaniDepartment of Management, Deh C, Islamic Azad University, Isfahan, Iran.0000-0003-1232-374XJournal Article20251115<strong>Objectives: </strong>While the creator economy, particularly the influencer ecosystem, has become a potent cultural and economic force, scholarly understanding of it remains fragmented and one-dimensional. Previous studies have predominantly focused on isolated aspects such as marketing strategies or the sociology of digital fame, failing to provide a holistic perspective that explains the complex and dynamic interplay between actors, technologies, and economic structures. This research aims to fill this significant conceptual gap by designing and presenting an integrated and dynamic conceptual model. The primary objective is to move beyond linear analyses and offer a framework that systematically reveals the underlying logic, driving forces, and evolutionary pathways of the influencer ecosystem, demonstrating how human actors, technological structures, and economic logics co-evolve and mutually shape one another.<br /><strong>Methods:</strong> Adopting a qualitative, interpretive approach, this study utilizes a systematic two-stage strategy. In the first stage, following the PRISMA protocol for systematic search in reputable academic databases (e.g., Scopus, Web of Science), 28 in-depth qualitative studies published between 2020 and 2025 were selected as the final sample. The main selection criterion was the studies’ focus on the internal dynamics of the ecosystem. Subsequently, qualitative data extracted from these articles were meticulously coded using Thematic Analysis to identify initial themes. In the second stage, employing a “meta-synthesis” (meta-ethnography) strategy, which emphasizes the interpretation and re-interpretation of concepts to achieve a new, higher-level conceptualization, the extracted themes were integrated and synthesized. This process led to the development of a comprehensive conceptual model that transcends a mere aggregation of previous findings.
<strong>Findings</strong>: The main output of this research is the “Dynamic Three-Dimensional Architectural Model,” which conceptualizes the influencer ecosystem not as a static structure but as a living, co-evolutionary organism operating through three interconnected and feedback-looped layers. The first layer, the Human Core, focuses on complex relational dynamics, including concepts such as “perceived authenticity” as a strategic performance, the accumulation of “social capital” through interaction, and the “precarious labor” nature of influencing. The second layer, the Technological Scaffolding, addresses the foundational role of platforms, encompassing “algorithmic governance” as an invisible force shaping content and visibility, “platform architecture” (e.g., likes, stories) that enables or constrains actions, and “analytical tools” for performance optimization. The third layer, the Economic Engine, details the ecosystem’s commercial logic, including the “evolution of business models” from simple advertising towards the subscription and direct-sale economy, and the “professionalization” of the industry. A key finding is the cyclical dynamic among these layers; for instance, algorithmic pressure (Technological Scaffolding) for constant content creation intensifies the precarious nature of work (Human Core), which in turn drives the emergence of new business models (Economic Engine) aimed at mitigating this instability<br /><strong>Conclusion</strong>: By presenting the Dynamic Three-Dimensional Architectural Model, this research moves beyond one-dimensional analyses to provide a systemic analytical lens for understanding and predicting future trends in the creator economy. This framework offers significant theoretical and practical implications. Theoretically, it contributes to the literature on digital media and platform studies by reframing influencers as economic actors and digital laborers within a complex techno-economic structure. Practically, it provides influencers with a tool to better understand the forces shaping their careers, offers brands deeper insights for more effective collaborations, and highlights for policymakers the urgent need to address issues such as digital labor rights and algorithmic transparency<strong>Objectives: </strong>While the creator economy, particularly the influencer ecosystem, has become a potent cultural and economic force, scholarly understanding of it remains fragmented and one-dimensional. Previous studies have predominantly focused on isolated aspects such as marketing strategies or the sociology of digital fame, failing to provide a holistic perspective that explains the complex and dynamic interplay between actors, technologies, and economic structures. This research aims to fill this significant conceptual gap by designing and presenting an integrated and dynamic conceptual model. The primary objective is to move beyond linear analyses and offer a framework that systematically reveals the underlying logic, driving forces, and evolutionary pathways of the influencer ecosystem, demonstrating how human actors, technological structures, and economic logics co-evolve and mutually shape one another.<br /><strong>Methods:</strong> Adopting a qualitative, interpretive approach, this study utilizes a systematic two-stage strategy. In the first stage, following the PRISMA protocol for systematic search in reputable academic databases (e.g., Scopus, Web of Science), 28 in-depth qualitative studies published between 2020 and 2025 were selected as the final sample. The main selection criterion was the studies’ focus on the internal dynamics of the ecosystem. Subsequently, qualitative data extracted from these articles were meticulously coded using Thematic Analysis to identify initial themes. In the second stage, employing a “meta-synthesis” (meta-ethnography) strategy, which emphasizes the interpretation and re-interpretation of concepts to achieve a new, higher-level conceptualization, the extracted themes were integrated and synthesized. This process led to the development of a comprehensive conceptual model that transcends a mere aggregation of previous findings.
<strong>Findings</strong>: The main output of this research is the “Dynamic Three-Dimensional Architectural Model,” which conceptualizes the influencer ecosystem not as a static structure but as a living, co-evolutionary organism operating through three interconnected and feedback-looped layers. The first layer, the Human Core, focuses on complex relational dynamics, including concepts such as “perceived authenticity” as a strategic performance, the accumulation of “social capital” through interaction, and the “precarious labor” nature of influencing. The second layer, the Technological Scaffolding, addresses the foundational role of platforms, encompassing “algorithmic governance” as an invisible force shaping content and visibility, “platform architecture” (e.g., likes, stories) that enables or constrains actions, and “analytical tools” for performance optimization. The third layer, the Economic Engine, details the ecosystem’s commercial logic, including the “evolution of business models” from simple advertising towards the subscription and direct-sale economy, and the “professionalization” of the industry. A key finding is the cyclical dynamic among these layers; for instance, algorithmic pressure (Technological Scaffolding) for constant content creation intensifies the precarious nature of work (Human Core), which in turn drives the emergence of new business models (Economic Engine) aimed at mitigating this instability<br /><strong>Conclusion</strong>: By presenting the Dynamic Three-Dimensional Architectural Model, this research moves beyond one-dimensional analyses to provide a systemic analytical lens for understanding and predicting future trends in the creator economy. This framework offers significant theoretical and practical implications. Theoretically, it contributes to the literature on digital media and platform studies by reframing influencers as economic actors and digital laborers within a complex techno-economic structure. Practically, it provides influencers with a tool to better understand the forces shaping their careers, offers brands deeper insights for more effective collaborations, and highlights for policymakers the urgent need to address issues such as digital labor rights and algorithmic transparencyhttps://jbmp.sbu.ac.ir/article_106575_fdffe8295d57b727805952edc0470bb6.pdfShahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923Presenting a fuzzy cognitive map of brand trash-talking tactics and their consequencesPresenting a fuzzy cognitive map of brand trash-talking tactics and their consequences638910657610.48308/jbmp.2025.241492.1704FAAliShariat NajadeDepartment of Management, Lorestan University, Khorramabad, Iran.0000-0001-8609-6960MiladAmraeiDepartment of Management, Faculty of Management, Lorestan University, Khorramabad, Iran.0000-0002-0411-5046Journal Article20250910Extended Abstract<br /><strong>Objectives: </strong>Usually, brands must have a mental association and a specific value for customers to remain loyal to them. The stronger the brand identity, the more famous it will be among customers, and subsequently, it is the brand reputation that can affect customer loyalty, trust, and support. Therefore, one of the ways that helps to establish the identity and specific value of the brand in the mind of the customer is trash-talking. Brand trash-talking means using creative and ironic methods in brand advertising and communication, which aims to create differentiation, attract attention, and establish a deeper connection with the audience. Therefore, the present study was conducted with the aim of providing a fuzzy cognitive map of wordplay tactics and their consequences.<br /><strong>Methods:</strong> The present study is applied in terms of purpose and is classified as exploratory research in terms of data collection method. This research is mixed research and because it has an inductive approach in the qualitative part and a deductive approach in the quantitative part, it is classified as deductive-inductive research. The statistical population of the expert research consists of managers and sales and marketing employees of the brand, 15 of whom were selected using the purposive sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. In the qualitative part, qualitative data that was collected using the opinions of 15 experts was selected using the Maxqda 2020 software and the content analysis method. Then, in the quantitative part, considering that the research method is a fuzzy cognitive map and the data collection tool is a questionnaire, the data was provided in the form of a paired comparison questionnaire, as in the previous example, and the obtained data were analyzed using the steps of the fuzzy cognitive map method and using Excel 2016 software and Gephi software version 0-10-1. To examine the validity and reliability of the data collection tool in the qualitative part, the content method and theoretical validity and intra-coder and inter-coder reliability were used.<br /><strong>Findings:</strong> In this study, the findings of the qualitative part include the identification of 10 tactics and 10 consequences of brand deafness, and the findings of the quantitative part are related to the ranking of these factors. According to the results of the study, the most important tactics of brand voiceover are using the voiceover technique with the testimonial method with a centrality index (12.075), directing thoughts through black and white visualization in advertising (11.79), using the image-building technique (11.73), selecting words and publishing them to influence the behavior of competing customers (11.45), stimulating and motivating customers to voiceover by improving the brand's discursive power (11.36), and using the brand tribalism technique (11.29). Also, improving the brand's social power with a central index (12.13), creating opportunities to experience the brand (11.808), creating a competitive atmosphere in the industry (11.37), developing negative feelings towards the brand (11.37), and increasing the value transferred from the competing brand to the brand with a centrality index (10.95) were identified as consequences of brand trash-talking.<br /><strong>Conclusion:</strong> This study focuses on the localization and deepening of brand trash-talking in the Iranian market, and provides a roadmap for future research as well as competitive strategies for brand managers.<br /> Extended Abstract<br /><strong>Objectives: </strong>Usually, brands must have a mental association and a specific value for customers to remain loyal to them. The stronger the brand identity, the more famous it will be among customers, and subsequently, it is the brand reputation that can affect customer loyalty, trust, and support. Therefore, one of the ways that helps to establish the identity and specific value of the brand in the mind of the customer is trash-talking. Brand trash-talking means using creative and ironic methods in brand advertising and communication, which aims to create differentiation, attract attention, and establish a deeper connection with the audience. Therefore, the present study was conducted with the aim of providing a fuzzy cognitive map of wordplay tactics and their consequences.<br /><strong>Methods:</strong> The present study is applied in terms of purpose and is classified as exploratory research in terms of data collection method. This research is mixed research and because it has an inductive approach in the qualitative part and a deductive approach in the quantitative part, it is classified as deductive-inductive research. The statistical population of the expert research consists of managers and sales and marketing employees of the brand, 15 of whom were selected using the purposive sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. In the qualitative part, qualitative data that was collected using the opinions of 15 experts was selected using the Maxqda 2020 software and the content analysis method. Then, in the quantitative part, considering that the research method is a fuzzy cognitive map and the data collection tool is a questionnaire, the data was provided in the form of a paired comparison questionnaire, as in the previous example, and the obtained data were analyzed using the steps of the fuzzy cognitive map method and using Excel 2016 software and Gephi software version 0-10-1. To examine the validity and reliability of the data collection tool in the qualitative part, the content method and theoretical validity and intra-coder and inter-coder reliability were used.<br /><strong>Findings:</strong> In this study, the findings of the qualitative part include the identification of 10 tactics and 10 consequences of brand deafness, and the findings of the quantitative part are related to the ranking of these factors. According to the results of the study, the most important tactics of brand voiceover are using the voiceover technique with the testimonial method with a centrality index (12.075), directing thoughts through black and white visualization in advertising (11.79), using the image-building technique (11.73), selecting words and publishing them to influence the behavior of competing customers (11.45), stimulating and motivating customers to voiceover by improving the brand's discursive power (11.36), and using the brand tribalism technique (11.29). Also, improving the brand's social power with a central index (12.13), creating opportunities to experience the brand (11.808), creating a competitive atmosphere in the industry (11.37), developing negative feelings towards the brand (11.37), and increasing the value transferred from the competing brand to the brand with a centrality index (10.95) were identified as consequences of brand trash-talking.<br /><strong>Conclusion:</strong> This study focuses on the localization and deepening of brand trash-talking in the Iranian market, and provides a roadmap for future research as well as competitive strategies for brand managers.<br /> https://jbmp.sbu.ac.ir/article_106576_186e5a3faf947e311ce4dac08a3cff2d.pdfShahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923Orchestration in Marketing Ecosystems: Actors, Mechanisms, and OutcomesOrchestration in Marketing Ecosystems: Actors, Mechanisms, and Outcomes9011510652110.48308/jbmp.2025.240955.1698FASaraMirza Abo Alhassan Khan IlchiDepartment of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.0000-0002-2041-1240MasoumehHosseinzadeh ShahriDepartment of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.0000-0003-0945-6664ManijehHaghighinasabDepartment of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran.0000-0002-0440-8981Journal Article20250803<br /><strong>Objectives:</strong> In the digital and interconnected economy, marketing has evolved beyond dyadic firm-customer relationships into a dynamic multi-actor system in which companies, platforms, and customers jointly create and exchange value. Despite growing research on marketing ecosystems, there remains a lack of theoretical framework explaining how orchestration mechanisms align diverse actors and resources. This fragmentation limits a comprehensive understanding of how value co-creation occurs in complex, data-driven contexts. This study aims to develop a conceptual and integrative framework that explains the dimensions, mechanisms, and outcomes of orchestration within marketing ecosystems. This study seeks to develop a conceptual and integrative framework for understanding orchestration in marketing ecosystems by examining its core dimensions, underlying mechanisms, and resulting outcomes. Specifically, the research investigates how orchestration is constituted through different actors and components, and how these elements interact within digitally enabled ecosystems. It further explores the ways in which orchestration mechanisms evolve and coexist across diverse technological and market contexts, reflecting the dynamic nature of contemporary marketing environments. Finally, the study examines the outcomes of orchestration at multiple levels, including market dynamics, organizational performance, brand-related outcomes, and broader societal implications, thereby providing a comprehensive and multi-level understanding of value co-creation in marketing ecosystems.
<br /><strong>Methods: </strong>This study adopts a mixed-method approach. In the first phase, a systematic literature review was conducted across major databases including Web of Science, ScienceDirect, and reputable Persian sources, covering the period 2005–2025. From an initial 147 records, after screening and eligibility assessment, 21 studies were selected following PRISMA guidelines. <br />Qualitative data were analyzed through thematic analysis using MAXQDA 2024 software to extract codes, sub-themes, and overarching dimensions. Inter-coder reliability was verified using the Cohen’s Kappa coefficient (0.71), indicating substantial agreement. In the second phase, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was employed to identify causal relationships among the key factors. Seven criteria derived from the synthesis (C1-C7) were rated by 12 experts (six academics and six specialists in digital marketing and ecosystem design) using a five-point scale (0 = no influence to 4 = very high influence). Direct-relation and total-relation matrices were computed, and key indices impact (R), dependence (C), prominence (R+C), and causal role (R–C) were analyzed in Excel 2021.
<br /><strong>Findings: </strong>The meta-synthesis revealed three main dimensions of orchestration. Actors, comprising macro-level organizations, regulatory institutions, technology/data providers, internal teams, and end users. Mechanisms, consisting of six integrated categories: digital integration, co-creation platforms, market agility, predictive/personalized marketing, organizational transformation, and human-capital development. Outcomes, including market expansion and competitiveness, enhanced performance and agility, stronger brand engagement and loyalty, and social/environmental sustainability.The word-cloud analysis indicated that marketing, customer, ecosystem, and data were the most frequent terms. The conceptual framework integrates these findings, positioning orchestration as a multi-level strategic capability linking technological enablers, organizational structures, and collaborative processes.The DEMATEL analysis confirmed causal relationships among the seven core factors. Technology and data suppliers (C2) and digital integration (C3) emerged as major causal drivers, while personalized/predictive marketing (C5) and customer value (C6) acted as dependent outcomes. Organizational agility (C7) played a balancing and feedback role, mediating between technological enablers and customer-centered results. The overall causal network showed that strengthening technological foundations and data infrastructure is essential for realizing customer-centric value and maintaining ecosystem sustainability.
<br /><strong>Conclusion:</strong> The study introduces an integrative and multi-level framework for understanding orchestration in marketing ecosystems. It highlights that orchestration is not a linear or control-based process but a distributed coordination mechanism that aligns diverse actors toward shared value creation. Technological and digital integration are primary enablers, while agility, personalization, and value co-creation represent strategic outcomes. Theoretically, the study contributes by unifying fragmented literature and emphasizing the interplay between technological, human, and structural orchestration mechanisms. Managerially, it suggests that marketing leaders should move from control to facilitation<br /> by developing capabilities in predictive analytics, platform management, and cross-organizational learning. Limitations include reliance on secondary qualitative data, limited generalizability across industries, and a small expert sample. Future research should empirically validate the framework in emerging markets and explore the roles of AI, machine learning, and blockchain in developing self-orchestrated ecosystems.<br /> <br /><strong>Objectives:</strong> In the digital and interconnected economy, marketing has evolved beyond dyadic firm-customer relationships into a dynamic multi-actor system in which companies, platforms, and customers jointly create and exchange value. Despite growing research on marketing ecosystems, there remains a lack of theoretical framework explaining how orchestration mechanisms align diverse actors and resources. This fragmentation limits a comprehensive understanding of how value co-creation occurs in complex, data-driven contexts. This study aims to develop a conceptual and integrative framework that explains the dimensions, mechanisms, and outcomes of orchestration within marketing ecosystems. This study seeks to develop a conceptual and integrative framework for understanding orchestration in marketing ecosystems by examining its core dimensions, underlying mechanisms, and resulting outcomes. Specifically, the research investigates how orchestration is constituted through different actors and components, and how these elements interact within digitally enabled ecosystems. It further explores the ways in which orchestration mechanisms evolve and coexist across diverse technological and market contexts, reflecting the dynamic nature of contemporary marketing environments. Finally, the study examines the outcomes of orchestration at multiple levels, including market dynamics, organizational performance, brand-related outcomes, and broader societal implications, thereby providing a comprehensive and multi-level understanding of value co-creation in marketing ecosystems.
<br /><strong>Methods: </strong>This study adopts a mixed-method approach. In the first phase, a systematic literature review was conducted across major databases including Web of Science, ScienceDirect, and reputable Persian sources, covering the period 2005–2025. From an initial 147 records, after screening and eligibility assessment, 21 studies were selected following PRISMA guidelines. <br />Qualitative data were analyzed through thematic analysis using MAXQDA 2024 software to extract codes, sub-themes, and overarching dimensions. Inter-coder reliability was verified using the Cohen’s Kappa coefficient (0.71), indicating substantial agreement. In the second phase, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was employed to identify causal relationships among the key factors. Seven criteria derived from the synthesis (C1-C7) were rated by 12 experts (six academics and six specialists in digital marketing and ecosystem design) using a five-point scale (0 = no influence to 4 = very high influence). Direct-relation and total-relation matrices were computed, and key indices impact (R), dependence (C), prominence (R+C), and causal role (R–C) were analyzed in Excel 2021.
<br /><strong>Findings: </strong>The meta-synthesis revealed three main dimensions of orchestration. Actors, comprising macro-level organizations, regulatory institutions, technology/data providers, internal teams, and end users. Mechanisms, consisting of six integrated categories: digital integration, co-creation platforms, market agility, predictive/personalized marketing, organizational transformation, and human-capital development. Outcomes, including market expansion and competitiveness, enhanced performance and agility, stronger brand engagement and loyalty, and social/environmental sustainability.The word-cloud analysis indicated that marketing, customer, ecosystem, and data were the most frequent terms. The conceptual framework integrates these findings, positioning orchestration as a multi-level strategic capability linking technological enablers, organizational structures, and collaborative processes.The DEMATEL analysis confirmed causal relationships among the seven core factors. Technology and data suppliers (C2) and digital integration (C3) emerged as major causal drivers, while personalized/predictive marketing (C5) and customer value (C6) acted as dependent outcomes. Organizational agility (C7) played a balancing and feedback role, mediating between technological enablers and customer-centered results. The overall causal network showed that strengthening technological foundations and data infrastructure is essential for realizing customer-centric value and maintaining ecosystem sustainability.
<br /><strong>Conclusion:</strong> The study introduces an integrative and multi-level framework for understanding orchestration in marketing ecosystems. It highlights that orchestration is not a linear or control-based process but a distributed coordination mechanism that aligns diverse actors toward shared value creation. Technological and digital integration are primary enablers, while agility, personalization, and value co-creation represent strategic outcomes. Theoretically, the study contributes by unifying fragmented literature and emphasizing the interplay between technological, human, and structural orchestration mechanisms. Managerially, it suggests that marketing leaders should move from control to facilitation<br /> by developing capabilities in predictive analytics, platform management, and cross-organizational learning. Limitations include reliance on secondary qualitative data, limited generalizability across industries, and a small expert sample. Future research should empirically validate the framework in emerging markets and explore the roles of AI, machine learning, and blockchain in developing self-orchestrated ecosystems.<br /> https://jbmp.sbu.ac.ir/article_106521_12472ff56679f3d43774ec1ab52dd177.pdfShahid Beheshti University - Faculty of Management and AccountingJournal of Business Management Perspective2251-6050246320250923Minimalism as a Consumption Paradox: Diminishing Display or Displaying Simplicity?Minimalism as a Consumption Paradox: Diminishing Display or Displaying Simplicity?11614910657410.48308/jbmp.2025.241763.1708FAMehdiKhademi Gerashiinstitute for management and planning studies0000-0002-5150-2866HoseinHajivandIMPSJournal Article20250603<strong>Objectives:</strong> This study aims to analyze the minimalist approach and elucidate its influential dimensions on conspicuous consumption and the formation of consumer identity. Although minimalism has been introduced in the existing literature as a reaction to excessive consumerism, its psychological and identity-related dimensions and the ways in which it reshapes the concept of conspicuous consumption have not yet been examined comprehensively and systematically. This research was designed to address this knowledge gap and to provide an integrated analysis of the relationship between minimalism, conspicuous consumption, and consumer identity<br /><strong>Methods:</strong> To investigate this phenomenon within the cultural and social context of Iran, data from 441 individuals familiar with a minimalist lifestyle were collected and analyzed using a survey method. Three key dimensions (voluntary simplicity, responsible consumption, and cautious purchasing) significantly predict conspicuous consumption behavior. Moreover, the autonomy-seeking component demonstrates a positive moderating effect in relation to responsible consumption, indicating the emergence of identity-driven and social dimensions in minimalist choices.<br /><strong>Findings:</strong> Based on the conceptual model, five hypotheses were examined. The results indicate that autonomy-seeking and social connectedness do not exert significant moderating effects on the relationship between the minimalist approach and conspicuous consumption. The findings reveal that minimalism in Iran does not fully negate display or self-presentation; rather, it represents a redefinition of display behavior within the framework of simplicity and rational consumption. In other words, while minimalism is widely portrayed in global theoretical literature as an anti-consumerist and introspective movement, its meaning in the Iranian context differs.<br /><strong>Conclusion:</strong> The findings of this study suggest that simplicity has become a symbol of awareness, social distinction, and even cultural status in Iran. Therefore, although minimalists ostensibly seek to reduce materialistic display, in practice they employ simplicity as a means to express awareness, social responsibility, and economic intelligence. This implies that minimalism in Iran represents a reconfigured form of display situated within ethical, cultural, and rational boundaries. Consequently, the research gap is addressed by demonstrating that minimalism is neither a complete rejection of self-presentation nor merely a reproduction of consumerism; instead, it constitutes an effort to balance the desire for visibility with the need for meaning within the contemporary Iranian social context.<strong>Objectives:</strong> This study aims to analyze the minimalist approach and elucidate its influential dimensions on conspicuous consumption and the formation of consumer identity. Although minimalism has been introduced in the existing literature as a reaction to excessive consumerism, its psychological and identity-related dimensions and the ways in which it reshapes the concept of conspicuous consumption have not yet been examined comprehensively and systematically. This research was designed to address this knowledge gap and to provide an integrated analysis of the relationship between minimalism, conspicuous consumption, and consumer identity<br /><strong>Methods:</strong> To investigate this phenomenon within the cultural and social context of Iran, data from 441 individuals familiar with a minimalist lifestyle were collected and analyzed using a survey method. Three key dimensions (voluntary simplicity, responsible consumption, and cautious purchasing) significantly predict conspicuous consumption behavior. Moreover, the autonomy-seeking component demonstrates a positive moderating effect in relation to responsible consumption, indicating the emergence of identity-driven and social dimensions in minimalist choices.<br /><strong>Findings:</strong> Based on the conceptual model, five hypotheses were examined. The results indicate that autonomy-seeking and social connectedness do not exert significant moderating effects on the relationship between the minimalist approach and conspicuous consumption. The findings reveal that minimalism in Iran does not fully negate display or self-presentation; rather, it represents a redefinition of display behavior within the framework of simplicity and rational consumption. In other words, while minimalism is widely portrayed in global theoretical literature as an anti-consumerist and introspective movement, its meaning in the Iranian context differs.<br /><strong>Conclusion:</strong> The findings of this study suggest that simplicity has become a symbol of awareness, social distinction, and even cultural status in Iran. Therefore, although minimalists ostensibly seek to reduce materialistic display, in practice they employ simplicity as a means to express awareness, social responsibility, and economic intelligence. This implies that minimalism in Iran represents a reconfigured form of display situated within ethical, cultural, and rational boundaries. Consequently, the research gap is addressed by demonstrating that minimalism is neither a complete rejection of self-presentation nor merely a reproduction of consumerism; instead, it constitutes an effort to balance the desire for visibility with the need for meaning within the contemporary Iranian social context.https://jbmp.sbu.ac.ir/article_106574_5bba8812f1914b63f99f330db6c6a0d5.pdf