محمدرضا دلوی

This article examined the organizational ambidexterity model for digital innovation in the banking industry and explained the dimensions of the ambidexterity model in this organization. Regarding intense competition and rapid changes and variations in products, processes, and technologies in today's world, organizations and managers must be ambidextrous to remain successful over time; Ambidexterity means the ability to simultaneously succeed in two contradictory abilities, for example, ambidexterity such as taking advantage of present opportunities, and discovering and creating new opportunities for the future, adaptation, alignment, flexibility, and efficiency. But the key questions are “what are the dimensions and components of organizational ambiguity?”, and “What is the current and favorable situation of Saderat Bank of Iran in this regard? Orienting an organization as an integrated set in order to reach ambidexterity and sustain it requires a set of causal, contextual, interventional, and strategic factors which ultimately lead to the consequences of organizational ambiguity. This study identified the dimensions and components of organizational ambidexterity through reviewing the literature on organizational ambidexterity as well as interviewing an expert group and analyzing their viewpoints. Then, by distributing a researcher-made questionnaire and statistical analysis, it examined the research pattern in the current and desirable situation of the organization.

Purpose: The purpose of this research is to present and explain the establishment pattern of the fifth-generation university in Islamic Azad Universities. Future thinking and the university system's policy in higher education have become necessary with the effectiveness of virtual and electronic learning. Higher education based on digital developments has entered a new era where competition and quality are its main characteristics. One of the challenges facing universities in the new millennium is the concept of the fifth-generation universityMethod: This research was conducted using a qualitative-inductive approach and the Strauss-Corbin grounded theory method. The research tool (data collection) is a semi-structured interview. Using the grounded theory method, the data obtained from the interviews, conducted with 10 professors and managers of Islamic Azad University, were analyzed during three stages of open, central, and selective codingFindings: 20 general categories in the form of a paradigm model including factors including causal conditions ( knowledge development; new social needs; internal organizational factors; external organizational factors; mechanisms of first-generation universities, second-generation universities, third-generation universities, and fourth generation universities) central phenomenon (establishment of the fifth generation university), underlying conditions (creating social, cultural and political in the university; economic development of the university; organizational support platforms), intervening conditions (the existence of a dynamic environment and structure in the university) and strategies (changing the educational approach; environmental re-engineering; academic effectiveness; development architecture) and consequences (elite development; comprehensive effectiveness of the university; The emergence of the characteristics of the fifth generation university) is the result of this investigationConclusion: The establishment of a fifth-generation university in higher education can lead to the optimization of the resource allocation behavior of different stakeholders and prevent the waste of resources (financial resources, life or time of students, etc.), which leads to the overall effectiveness of the university; The establishment of the fifth generation university and the development of civilization. 

A strong brand differentiates the product from competitors' products, reduces search costs, minimizes perceived risks, and offers high quality from the customer's point of view. He considered that one of the most important problems of Iran's food industry is related to the brand name, especially in the field related to the internalization of awareness and association of the brand name in the customer's mind. Cognitive distortions, as psychological factors that cause perceptual errors in people, can be effective in their negative feelings and, as a result, affect the expected results of customers' behavior; Therefore, identifying the psychological components of branding in the food industry with the foundation's data approach (case study: Gaz Asari) is of great importance. The method of this research is qualitative and grounded theory method (foundation data) which has been used in this research due to some of its special features. The statistical population consists of interviews with 17 people, including all managers and expert managers in the Gaz Asari brand industry, which means analyzing the data obtained from the interviews, using the qualitative-inductive grounded theory method (including the steps of open coding, central coding, and selective coding). The results include 19 general categories in the form of a paradigm model, which include causal conditions (competitive pressure, changing customer characteristics, market uncertainty, understanding the importance of branding and lifestyle changes), central phenomenon (psychological branding), background conditions (sustainability of brand effects) flexible characteristics of the brand and branding skills, intervening conditions (customer, company capability, brand competition capacity and the challenges of Sanat Gaz administration) and strategies (differentiation strategy, modeling strategy, discovery strategy, and resistance strategy) and consequences (short consequences duration and long-term consequences).