درخت حوزه‌های تخصصی

The core capital of many businesses is their brand. Today companies not only use the brand to differentiate themselves from competitors in the market, but also use the brand to reach the minds and hearts of customers and create a special emotional relationship with them. In this study, due to the great differences between consumer markets and industrial markets, the factors affecting in industrial brand equity have been investigated. The statistical population includes all companies producing composite products and unsaturated polyester resins and vinyl esters in Iran. Due to the limitations of competitive industrial markets, the Convenience sampling method has been used and to test the research hypotheses, structural equation modeling based on the partial least squares method has been used. Research findings have shown that Consumers’ understanding of brand characteristics, Consumers’ brand evaluation, Consumers’ affective towards the brand and customer behavior towards the brand have a positive and significant effect on the brand equity. Also, brand awareness and brand association have a positive and significant effect on Consumers’ understanding of brand characteristics. Reputation, leadership, quality and distinction or uniqueness of the brand has a positive and significant effect on customers' evaluation of the brand. Brand satisfaction, brand commitment, brand trust and brand identity have a positive and significant effect on consumers’ affective towards the brand. Finally, willing to pay a price premium, Word – of – mouth (WOM) recommendation, brand usage and Acceptance of brand extensions has a positive and significant effect on customer behavior towards the brand.

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 arrangement of machines and how to move them is one of the most important issues in factories and production units, which always imposes a lot of costs on the collections. Although the arrangement of machines is done once over a long period of time, its effects are very widespread. Accordingly, it is necessary to pay more attention to the matter of arrangement. Today, cellular production is also one of the widespread production methods at the industrial level, which requires this precision. The current research aims to produce new arrangements by using artificial neural networks. The way of working is that by using the data related to the number of production parts, the production time of each part, and the group of parts under investigation, as well as the costs of the devices, this clustering is done in 3 modes of 4, 6, and 9. Performing this type of clustering has higher accuracy and speed than other methods, and the results may be somewhat different in each scenario and with each clustering time, which increases flexibility in selection.

Investing in stocks is fraught with long risks that make it tough to manage and predict the choices out there to the investor. Artificial Neural Network (ANN) is a popular method which also incorporates technical analysis for making predictions in financial markets. The purpose of this work is an applied study which is conducted using description based on testing as method. The discussion is established on analytical-computational methods. In this research, the documents and statistics of the Tehran Stock Exchange are used to obtain the desired variables. Descriptive statistics and inferential statistics, as well as Perceptron multi-layer neural networks are utilized to analyze the data of this research. The results of this research show the confirmation of the high prediction accuracy of the Tehran Stock Exchange index compared to other estimation methods by the presented model, which has the ability to predict the total index with less than 1.7% error.

The present study aimed to investigate the impact of organizational entrepreneurship on improving competitive advantage with the mediating role of innovation. The present study was applied in terms of aim, descriptive-survey in terms of data collection method, and quantitative in terms of type of data collected. The statistical population of the study included 75 executive managers of companies operating in the start-up digital industry. Using a convenience random sampling method and Cochran's formula, 63 people were considered as the sample size. Data were analyzed using Smart PLS software. The results obtained from path coefficients and significant coefficients showed that organizational entrepreneurship and competitive advantage have a significant and positive effect on the innovation of start-up digital industries. It was also concluded that organizational entrepreneurship has a positive and significant impact on competitive advantage. It was also found that competitive advantage could mediate the relationship between organizational entrepreneurship and innovation.

People capability maturity model (PCMM) is a framework to help develop the level of maturity and improve the field of human resources of organizations. The present study is conducted with the aim of designing and validating an indigenous PCMM for managers among faculty members of the Islamic Azad University of Fars Province. First, the initial indicators are extracted through literature review, then the interview questions are designed and approved by 3 experts. After that, semi-structured interviews are conducted with 17 faculty members who, in addition to having executive records over 5 years, also are assistant professors and above. The sampling method is purposeful snowball. Data analysis is done based on Strauss and Corbin grounded theory model in 6 paradigms of causal conditions, main phenomenon, intervening conditions, context, strategies and consequences. The results of data analysis obtained during 3 open, axial and selective coding processes lead to the extraction of 29 indicators and 98 components. Then, using the obtained variables, a questionnaire is designed and distributed among faculty members, and data are collected and indicators are ranked using confirmatory factor analysis, based on which an indigenous model is presented. Validity and fitting of the model is measured through structural equations using PLS software. The results of validation show that the model has a high validity. According to the discussions and conclusions, one of the research suggestions in increasing the maturity and capability of faculty members can be holding perpetual training courses for managers, which should be implemented by teachers who have a brilliant record in human resource management.

Some cities have unique and special features that have created a strong image of them in the minds of people elsewhere; But there are many cities that, despite their special features, have not been successful in this area. The purpose of this research is to validate the urban brand model in order to develop the tourism industry in Gilan province. The statistical population of the study includes managers and experts of Guilan Cultural Heritage and Tourism Organization and employees working in tourism services offices of Guilan Province. Using a researcher-made questionnaire, 201 of them by Simple random sampling method were selected. Structural equation modeling using LISREL software was used to validate the model. The results of model validation showed that There is no significant relationship between contextual factors and strategies. But there is a significant relationship between other relationships in the model and the relationship between them was confirmed.

As a vital practice in human resources management, workforce planning determines that the organization is needed how many workforces, when, and which position. Workforce planning is not formed in a vacuity, and job variables such as skill, ability, and knowledge affect the planning. This study examines workforce planning in the health sector concerning the workforce's flows such as recruitment, promotion, degradation, fired, retention, and termination of the contract according to the skill audit and the role of performance appraisal results in this program. For this purpose, a dynamic model has been applied that can provide optimal answers to the number of workforces required and the workforce's flows at any time during the planning periods. This model has been implemented in a hospital ward with two levels of hierarchy: nurses, supervisors, and nursing directors. The results show that the designed system can converge the existing values to the optimal values by noting delays by the optimal control model.