درخت حوزه‌های تخصصی

The purpose of this study was to investigate the effect of scenario planning on strategic innovation considering the mediating role of strategic thinking and strategic flexibility. This research is applied in terms of purpose and descriptive survey in nature. The statistical population of the study is the manufacturing companies of Bushehr province. In order to determine the sample size, the test-software method (G-Power) was used. Based on this, 222 observations were calculated. Using a simple random sampling method with the online survey, 176 questionnaires were finally received by the researchers. Data analysis was performed using the structural equation method and Smart PLS 3 software. Research findings showed that scenario planning has a positive and significant effect on strategic innovation. The mediating effect of strategic flexibility and strategic thinking in the relationship between scenario planning and strategic innovation is also significant. The present study expands the management literature by filling in research gaps. Organizations today need to change their past strategies to be able to understand and meet customer needs faster and more competitively than other competitors.

Purpose: The purpose of this study is to evaluate the impact of marketing strategies on entrepreneurial risks and determine their ranking. It is possible to rank marketing strategies to make the best decision to deal with the risks facing businesses. Methodology: Based on preliminary studies conducted on SMEs in Iran, a four-part questionnaire with a five-point Likert scale was provided to entrepreneurs and managers of SMEs in Tehran. Data related to 20 questionnaires were analyzed using SPSS software. Cronbach's alpha method was used to determine the reliability of the questionnaire. Finding: The results reveal that financial strategies, customer, relationships and online marketing do not have the same effect on entrepreneurial risks and we can rank them. Also, in examining the impact of business strategies on risks, the results showed that planning strategy has the greatest impact on reducing credit, operational and liquidity risks whilst relationship strategy has the greatest impact on reducing market risk. Online marketing strategy has the least observed effect on reducing credit risk and operational risk, and direct marketing strategy and financial strategy have the lowest effect on reducing liquidity and market risks. Conclusion: The effect of business strategies on reducing entrepreneurial risks is confirmed and we can rank strategies based on their impact on the risks facing businesses. Entrepreneurial risks can be reduced by using marketing strategies, and in conditions of uncertainty, the use of knowledge and expertise of marketing consultants can lead to improved decisions of entrepreneurs, resulting in sustainability and growth of businesses.

The aim of this study was to identify the challenges of the business model of small and medium enterprises in the path of digital transformation during the Covid 19 epidemic. The research is applied in terms of purpose and descriptive-survey in terms of method. For this purpose, first, using the literature review, the challenges of the business model in the path of digital evolution during the Covet 19 epidemic have been identified, then in order to sift and consensus of the components extracted from the literature, the Delphi method was used in two rounds. The Delphi panel consisted of 30 experts in the field of research who were selected by purposive sampling. In the next step, in order to ensure the factor structure and validity of the structures, and to fit the model using the field method and distribution of questionnaires, a survey of senior managers of small and medium companies in Tehran was conducted. The sample size was determined using the sample size method required for modeling structural equations, 200 people, and finally 162 questionnaires were selected using a simple random method. Smart PLS software was used to analyze the data. Findings indicate 23 sub-components in 6 main components of change challenges, market challenges, financial, organizational, individual and environmental. The results also showed that the factor of "lack of necessary infrastructure" has the highest priority,"lack of government support during the Pandemic" and "lack of intangible resources(experience,knowledge,flexible manpower) for digital transformation" are in the next ranks.

Given the importance of the issue of fairness perception in the case of a currency crisis, in this study, we aim to analyze the effect of the type of fairness and the impact of the price increase on the customer's perception of price fairness during the currency crisis in domestic and foreign brands., the conclusion, and analysis in the fourth section of the study, and finally, in the fifth section, the limitations and suggestions for future research have been described. Furthermore, this study doesn’t touch on the effect of losing the purchasing power of people -customers- as well as inflation. Also, luxury goods are not included as their prices are unrelated to the currency crisis. The present study aims to examine and analyze the factors affecting the customer's perception of fairness in the case of a currency crisis. For this purpose, five different scenarios encompassing five different types of domestic and foreign products were used. Each questionnaire was randomly distributed among 50 people. Nonparametric t-test and ANOVA were used for data analysis. The pairwise comparison indicates that in all scenarios, the perception of fairness in the foreign market basket is significantly higher than the perception of fairness in the domestic market basket. Also, in all scenarios, there is a significant difference between the perception of fairness in the Iranian market basket and the foreign market basket. This study can be beneficial to formulating and implementing firm pricing strategies.

This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz.