فرشید نمامیان

The main purpose of this study is structural-interpretive modeling of industrial brand competitiveness in the petrochemical industry. This research is a qualitative-quantitative mixed exploratory research. The statistical population in the qualitative part of the research includes faculty members and experts in the field of industrial management, marketing and industrial brand, professors familiar with the subject of research and managers and deputies with experience in petrochemical companies in the country using 16 snowball sampling method were chosen. In a small part, the statistical community includes personnel (managers, deputies and experts) of the marketing and sales department of petrochemical companies in the country. For sampling, due to the small size of the statistical population and the irreversibility of the questionnaires has been used the whole number and the whole population has been considered as a sample in a small part (N = 255). The research tool in the qualitative part of the interview is semi-structured and in the quantitative part the researcher has made a questionnaire. For data analysis in the qualitative part, fuzzy Delphi theme and technique analysis has been used and in the quantitative part, ISM technique has been used for data analysis. In the qualitative part of the research, a total of 14 variables were identified as factors affecting the competitiveness of the industrial brand.

Background: The present study was conducted with the aim of designing a model of normal ethical marketing in the hotel industry. Method: This research is qualitative in terms of purpose, exploratory in terms of approach, and qualitative in terms of data analysis. The statistical population was a group of hotel industry experts from whom a total of 9 people were selected as the sample by purposive sampling and theoretical saturation. The research tool was in-depth interviews. Data were analyzed using theme analysis methodology. Results: According to the results of the study, the main category in this study was "the attention of hotel industry managers to ethical marketing norms." Causal conditions include knowledge of ethical norms, emphasis on upstream rules on ethical norms in marketing, modeling of the world hotel industry, training courses for hotel managers and staff on ethical norms in marketing and reforming and improving the reward and punishment system in line with ethical norms He was in the marketing of the hotel industry. Areas included "Emphasis on Ethical Decision-Making at All Levels of the Organization" and "Ethical Organizational Culture", and environmental conditions included "Societychr(chr('39')39chr('39'))s desire to comply with ethical marketing norms in the hotel industry" and "Economic problems in the country." Strategies also included the categories of "ethical hospitality" and "compliance with organizational social responsibility", which led to the consequence of "customer satisfaction of the hotel industry". Conclusion: The results of the research led to the design of a model of ethical marketing in the hotel industry and showed that ethics is a fundamental element and in developing marketing models for the hotel industry, special attention should be paid to this important issue.