مسعود قربان حسینی

Background: Market strategy design involves the analysis of market position, identification of market opportunities, and understanding the strengths and weaknesses of an organization. It aims to create favorable competitive conditions by defining different market segments. In recent years, researchers have made efforts to develop models that can effectively determine ideal marketing strategies and promote their alignment and synergy at the organizational level.Objective: This study aims to design a comprehensive marketing strategy development and alignment model, which has been relatively understudied in academic research.Method: The present research builds upon the Strategic Reference Points (SRP, S) theory and utilizes thematic analysis to formulate a new framework and strategic reference points for an industry-specific marketing strategy. It also addresses the coordination between marketing strategies at both the business and corporate levels, employing the Delta model.Findings: A thematic network analysis was conducted based on interviews with industry experts. The research findings identified key dimensions of strategic reference points and provided theoretical and operational definitions of the power industry concept. These dimensions, namely "customer engagement" and "switching costs," were incorporated into the final model design. Leveraging the Delta model, the study resulted in the formulation of the Lock-in marketing strategy model. The research findings and the proposed model offer valuable insights and practical strategies to overcome current industry challenges, enhance agility, and facilitate effective decision-making in the field.

Background: Instrumental ethical climate can affect human resources both physically and mentally in the workplace. This trauma may affect contextual performance or behavior of personnel. The purpose of this study is to investigate the effect of instrumental ethical climate on contextual performance of human resources in banks and financial institutions. Method: Research method was mixed. In qualitative section; Theme analysis and Delphi methods have been used. Statistical population was bank’s expert. The sample size included 11 people who were chosen purposefully and then interviewed by a semi-structured questionnaire. The correlational descriptive method was used for quantitative section. The statistical population consisted of bank’s staff and the sample was 384 people based on Morgan table, who were selected randomly. A researcher-made questionnaire was used. Results: According to library studies, 4 indicators for measuring ethical climate and 18 indicators for contextual performance of human resources were identified. Two additional indicators have also been added after interviewing the experts. In the quantitative section, the instrumental climate had the greatest impact on the bankchr('39')s working environment and its effect on the staffchr('39')s behavior was negative and significantly negative? Conclusion: Instrumental ethical climate has a direct and traumatic effect on human resource performance. In order to increase the level of mental health of employees and the development of the organization, it is necessary to prevent the growth of instrumental ethical climate through educational programs.

The purpose of this research is to present a structural equation model for ethical competence in electronic banking. The research is descriptive and conducted through a survey. In the qualitative phase, the statistical population includes professors and experts in the field of electronic banking and also senior managers working in Tejarat Bank. They have been chosen using purposeful sampling technique and the data collection reached saturation after 11 interviews. In the quantitative phase, based on krejcie and Morgan table, among 435 experts in charge of marketing and modern services in Tejart Bank, 205 are chosen by simple random sampling method. The data collection instruments in qualitative phase are the two semi-structured interview and document review approaches. In quantitative phase, samples fill out made-questionnaires. Results suggest that the ethical competence model in electronic banking consists of 3 dimensions (beneficiaries, social responsibility and information technology), 9 major components (employees, shareholders, clients, rivals, ethical responsibility, economical responsibility, voluntary responsibility, legal responsibility and information technology) and 56 minor components.