درخت حوزه‌های تخصصی

The objective of the present study is to provide a strategic entrepreneurial marketing model in the construction industry in the construction companies of the north of the country using the Grounded theory. The present study is a qualitative research which uses Grounded theory by focusing on deep and semi-structured interview and providing an entrepreneurial strategic marketing strategy. In this study, 30 interviews were conducted on university and construction industry experts in construction companies of the north of the country to reach a consensus that was carried out using snowball sampling. Data were analyzed by open, axial and selective coding and the case studies were presented. In the current study, instead of testing the theory and confirming or rejecting it, it was presented limited to reality. The collected data were analyzed using Nvivo software and the components were identified. The results indicated that the causal conditions affecting strategic entrepreneurial marketing include communication capabilities, organizational capability, organizational strategy, management support and organization and organizational systems. The intervening condition include relationship orientation, environmental capability, and corporate governance, and ground conditions include system thinking, application of technology and organizational culture. Furthermore, the proposed strategies include intellectual capital management, strategic alignment and knowledge elevation to improve strategic and tactical performance of the company as a result of strategic entrepreneurial marketing.

Branding is an operational strategy to distinguish the industry, besides at present time, companies and organizations are not only pursuing competition for owning the market of products and services, but also making effort to align customers' mental perceptions with themselves (product/ brand) .Nowadays, the brand is no longer just a potent mechanism available for managers. Branding is a strategic requirement that supports organizations to make more profits for customers as well as sustainable competitive advantages. Sustainable competitive advantage is essential to maintain the survival of organizations at present competitive environment. Competitive advantage is an invisible structure and is inherently complex and demanding to identify due to its latent nature.

Resource-based view (RBV) theory analyzes and interprets company's resources in order to find out how organizations gain a competitive advantage. This theory fo-cuses on the implications of the complicated features of a company as the resources for excellent performance and comparative advantage. According to this view, capa-bilities and resources of the company are the main factors in explaining the func-tional results or competitive advantage. Resources can be considered as inputs which enable companies to do their activities. The purpose of this research is to introduce a resource-based theory for calculating the efficiency score of accepted companies in Tehran Securities Exchange by using Data Envelopment Analysis (DEA). In this regard, the financial statements of 190 companies accepted in the exchange for the 2009 – 2018 period have been analysed. Efficiency indicators, which include 4 categories of resources (10 inputs) and 5 outputs, have formed the axis of the mentioned technique. The results of implementing this model for compa-nies with the efficiency score of one, indicates first a minimal input consumption compared to competing companies in the same industry while producing more out-put, and second, using the resource-based view theory (integration of tangible and intangible resources) enables the company to push the boundaries of efficiency. Finally, it can be said that utilizing minimum and maximum resources simultaneous-ly leads to a focus strategy-type competitive advantage.