Value Creation

Supply chain integration represents the extent based on which a producer strategically cooperates with its supply chain partners and collaboratively manages inter-organizational and intra-organizational processes. The current research has been conducted to examine the effect of supply chain integration on operational efficiency and value creation. In order to do this, Annan’s et al. (2016) standard questionnaire was used to measure the research variables. The research method was descriptive correlational. In order to answer the research questions and investigate the research hypotheses, structural equations and path analysis by means of the partial least squares method (PLS) were used with Smart-PLS software. The obtained results indicate that there is a positive and significant relationship between the inter-firm networking resources and dysfunctional competitions on the supply-chain integration. The results also approve the positive and significant effect of supply chain integration on customer value creation and the company’s operational efficiency.

Background: Today, due to the importance that organizations attach to physical and mental health and cleanliness of the consumer environment, concepts such as ethical marketing, green marketing, environmental and social marketing to implement corporate social responsibility entered the marketing literature that all point to some kind of positive marketing. Positive marketing is a type of marketing that works for the benefit of consumer groups, companies and the community and works to create value. The purpose of this study is to investigate the ethical and social value creation of positive marketing for the company, customer and community. Method: The present study was applied and descriptive-correlational. The statistical population was the customers of entrepreneur insurance services who were selected as in access sample (N=384). The gathering tool was a five-choice Likert scale questionnaire and structural equation modeling methods were used to analyze the data. Results: The results showed that the role and effect of "positive marketing" on "company value", "customer value" and "social value" were statistically confirmed that Based on these results, positive marketing has the greatest effect on social value. Conclusion: Positive marketing emphasizes ethical and social value creation and responsibility for both the company and the community and the customer. Ignoring social responsibility and unethical marketing may succeed in the short term, but it is certainly not a good long-term strategy. Over time, customers will become distrustful of the brand as a whole, and it will be difficult to find brand supporters who want to spread awareness about the company's product or service through word of mouth marketing. Article number: 9

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.

The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Electronic Word of Mouth (EWOM) systems on value creation practices in a brand community, which in turn influences the loyalty of the customers. In this regard, a conceptual model was developed and tested by the researchers of the current study. The results indicate that perceptions of the users regarding the interactivity of EWOM systems, highly impact only three of the four value creation practices including community engagement practices, impression management practices, and brand use practices. Furthermore, the researchers found that collective value creation practices could significantly and directly enhance brand loyalty. Several theoretical contributions and managerial implications were also discussed