بهروز قاسمی

Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, to create long-term competitive advantages for the brand. The purpose of this research is to investigate the impact of entrepreneurship-based branding in cyberspace on the performance of startups.Method: The current research is of an applied type and with a mixed method and a sequential qualitative-quantitative approach, first qualitative and then quantitative data was collected and analyzed. Due to the small size of the population, sampling was not done and all 52 people were examined. Smart PLS software was used to analyze quantitative data and test research hypotheses and implement structural equation modeling. Confirmatory factor analysis was also used to test the significance of the relationships and the fit of the obtained measurement models. To analyze the data and test the research hypotheses, the structural equation modeling method was applied.Findings: Qualitative findings showed that the branding model based on entrepreneurship in cyberspace includes six main themes and 18 sub-themes. Causal factors include risk-taking categories, business situation analysis, and brand content capabilities; Background factors include the categories of brand organizational structure, market orientation, and brand orientation; intervening conditions include the categories of legal infrastructure, customer characteristics, and economic uncertainty; the central category includes the three categories of brand vision depiction, brand integrity and entrepreneurial capabilities; strategies including three categories of brand positioning, strategic planning for branding and value creation; And the consequences include three categories of competitive advantage, strategic brand development and brand identity development. Quantitative findings showed that the causal conditions of branding with a score of 26.719 has a positive and significant effect on entrepreneurial branding; Entrepreneurial branding with a score of 4.873 on value-based brand positioning; And value-based positioning with a score of 29.960 has a positive and significant effect on the performance of startups.Conclusion: The results indicate that the branding model based on entrepreneurship in cyberspace and its impact on the performance of startups includes six main themes and 18 sub-themes, and branding based on entrepreneurship in cyberspace has a positive and significant effect on the performance of startups.

The resistance economy is a smart move to identify the areas of pressure and subsequently try to control and neutralize the effects, which requires the coordination, stability of action, and facilitation of movement toward the desired situation by turning such pressure into opportunities. In this study the statistical population entails of 500 senior and mid-ranked managers and senior experts of the Central Headquarters of Sepah Bank. The sample population was identified 218 using the Cochran\'s formula. Field measurement was performed using a questionnaire and its validity was confirmed using formal validity and reliability with Cronbach\'s alpha (0.73). Structural equations were used to analyze the hypotheses. Based on the research model, the two main hypotheses and ten sub-hypothesis were examined, which indicates the effect of Islamic and strategic coordination on the success of organizations in the resistance economy. In the end, suggestions were made based on the hypotheses.

The present study is conducted to identify the components of the establishment of an ethical marketing system based on the Islamic-Iranian approach with emphasis on the food industry.In terms of its purpose it is a descriptive analytic type, and collects statistical data using a library methodology for research literature and Delphi method based on an expert opinion survey. In order to achieve the purpose, through an applied approach and through a survey method, a researcher-made questionnaire. Then, through the Delphi technique, which is a reliance on thought and use of expert knowledge and views and after three stages, the agreement and consensus of the Delphi group have reported on the components for the establishment of the ethical marketing system based on Islamic-Iranian approach. In order to consider the scientific and technical aspects, 30 experts in marketing system (marketing professors and experts in food industry marketing) were determined. Data analysis has been done with a mixed approach based on deep and structured studies and through content analysis. The results showed that social norms, organizational norms, green norms, individual norms, 4 ps norms and religious norms are among the requirements of establishing an ethical marketing system based on the Islamic-Iranian approach with emphasis on food industry. Standards and ethics in marketing approach is one of the most pressing issues for the review of the development and prosperity of Islamic countries. Adherence to such ethical practices can help to elevate the standards of behavior and thus of living, of traders and consumers alike. Selected key marketing issues are examined from an Islamic perspective which, it is argued, if adhered to, can help to create a value-loaded global ethical marketing framework for MNCs in general, and establish harmony and meaningful cooperation between international marketers and Muslim target markets in particular.