New Approaches in Management and Marketing

Abstract Abstract
In the literature of development economics, determining which country is more developed or what foreign trade policies should be followed and how to provide conditions for export growth at the global level, and in general how to compete in business Derakhshid shines in the international arena, it is measured by different indicators. One of the most important and effective indicators in this connection is the economic complexity index. Economic complexity offers a potentially powerful paradigm for understanding the key economic-managerial and social issues and challenges of the 21st century and how to overcome them. At the same time, a key dimension of economic complexity can be considered as a symbol of basic knowledge of export. In this article, it evaluates Iran's economic complexity index compared to selected oil countries and the effect of innovation components, economic freedom and macroeconomic variables on the economic complexity index. The results of the article showed that: First, during the years 1995-2022, the amount of Iran's economic complexity index has never been a positive number. This is despite the fact that in the studied period among the countries under review, the countries of Mexico and Saudi Arabia and other oil competitors of Iran have faced an increase in the economic complexity index. Second, most of Iran's exports are products with medium and low complexity and include chemical and mineral materials. Third- The effect of indicators of the business environment, research and development costs, commercial maturity, production of knowledge and technology, and high-tech imports (from the sub-indices or components of innovation) on Iran's economic complexity index was positive. Is. Fourth- Economic freedom and business freedom have had a positive effect on Iran's economic complexity index. Finally, the effect of the variables of inflation rate and exchange rate on economic complexity index has been negative.

Abstract Abstract The aim of this study is to investigate the effect of strategic flexibility on the export performance of companies in Khorasan Science and Technology Park through international marketing capability. It also examines whether the adoption of digital technology by these companies moderates the effect of strategic flexibility on international marketing capability. This study is applicable in terms of its purpose, and survey in terms of its implementation method. The statistical population of the present study is all managers of companies in Khorasan Science and Technology Park, as many as 160 people; among whom 141 samples were selected using non-random sampling method. The data collection tool was the standard questionnaire of Zohur and Liu (2023) with 19 items. The experts' point of view, convergent and divergent validity, and factor analysis were used to assess face validity. Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was performed using structural equation modeling and SmartPLS 3 software. The results showed that strategic flexibility has a significant effect on international marketing capabilities and export performance of knowledge-based companies. Also, strategic flexibility has a significant effect directly and indirectly, through the mediating role of international marketing capabilities, on export performance of knowledge-based companies. The moderating role of adaptation to digital technologies in the effect of strategic flexibility on international marketing capabilities was not confirmed. Introduction Strategic flexibility acts as an organization's agility in identifying and adapting to sudden and significant environmental changes (Vorhies et al., 2009). These changes include events in the organization's environment that have a significant impact on its performance. Any organization that has more diversity in its resources and programs will be more flexible compared to the environment in which it operates. This flexibility is important for organizations as a competitive advantage, along with factors such as cost, quality, and innovation (Khodami et al., 2012). Flexible organizations can use environmental changes as an opportunity for progress. Flexibility management is a delicate skill that balances the allocation of resources necessary for timely decisions and avoiding risky investments (Vorhies et al., 2005). In international marketing, the suitability of decisions with the cultural criteria of societies is the key to success. In fact, these criteria are considered the criteria for accepting or rejecting marketing strategies in each country (Faiz et al., 2012). Despite its numerous advantages, strategic management also has disadvantages; it reduces the organization's flexibility: focusing on strategy can prevent the organization from reacting quickly to environmental changes (Ravichandran & Lertwongsatein, 2015). Given Iran's shared borders with its neighbors and the size of its neighbors' populations, there will be a very high potential for companies active in the field of producing goods or services to achieve the expected figures in exports. The expansion of knowledge-based companies active in the field of exports, in addition to earning foreign exchange for the country, will lead to the growth of manufacturing companies, increase the gross domestic product, and also significantly increase the country's employment rate. Therefore, in this study, the aim is to clarify the effect of strategic flexibility on export performance through the mediating role of international marketing capabilities and the moderating role of adapting to digital technologies in knowledge-based companies in the Khorasan Science and Technology Park. Therefore, the above points clarify the importance and necessity of the upcoming research. Theoretical Framework Strategic Flexibility Strategic flexibility is an arsenal of capabilities that gives firms the power to adapt and change. This ability helps and empowers firms against environmental changes and enables them to adapt to changes in large competitive markets. The power of international strategy lies in its flexibility, which allows companies to take advantage of environmental uncertainties, exchange rate fluctuations, government policies, and competitors' actions (Protogerou et al., 2018). Analyzing strategic flexibility is of great importance in the process of company internationalization (Xu et al., 2018). Firm Export Performance The global growth of markets and the increasing participation of organizations in the global arena over the past years have created a significant trend in recent research to study the export performance of firms (Di Fatta et al., 2019). The purpose of export performance is to determine the extent to which the company was able to achieve its desired goals in the field of exports and international trade and to what extent it achieved the predicted outlook (Alteren & Tudoran, 2016). International Marketing Capability In today’s interconnected world, a thorough understanding of each country’s issues and challenges is essential for successful entry into global markets. Adopting strategies tailored to each country’s and market’s conditions and taking specific actions in high-risk environments will be the key to success in international trade (Vorhies & Morgan, 2013). In order to survive and outperform competitors, organizations have no choice but to equip themselves with an arsenal of powerful marketing tools. Marketing capabilities serve as a roadmap for developing effective business strategies and play a vital role in the performance and success of businesses. These capabilities act as catalysts that bring about appropriate behaviors to improve marketing performance (Morgan et al., 2018). Digital Technologies Information and communication technologies are recognized as one of the main fields of entrepreneurship in today’s world (Del Giudice et al., 2019). In addition to transforming structures and procedures, these technologies have enabled companies to achieve economic growth (Rashidi et al., 2023). Digital technology with a social media approach can play a role in guiding various factors and areas to create new businesses. To achieve efficient entrepreneurship in this field, we must carefully consider all the environmental threads that affect our work, like a skilled weaver, and delicately weave them into the threads of our ideas and creativity (Salamzadeh et al., 2019). Research Methodology The present study is applicable in terms of purpose, and survey in terms of implementation method. The statistical population of the present study is all managers of companies in Khorasan Science and Technology Park; 160 persons among whom 141 samples were selected using non-random sampling method. The data collection tool was the standard questionnaire of Zohoor and Liu (2023) with 19 items. Research findings Data analysis was performed using the structural equation modeling method and SmartPLS 3 software. The results showed that strategic flexibility has a significant effect on international marketing capabilities and export performance of knowledge-based companies. Also, strategic flexibility has a significant effect directly and indirectly, through the mediating role of international marketing capabilities, on the export performance of knowledge-based companies. The moderating role of adaptation to digital technologies in the effect of strategic flexibility on international marketing capabilities was not confirmed. Conclusion The first objective of this study was to investigate the effect of strategic flexibility on the international marketing capabilities of export companies in Khorasan Science and Technology Park. The results confirm the significance of this effect. The second objective of this study was to investigate the effect of strategic flexibility on the export performance of export companies in Khorasan Science and Technology Park. Accordingly, the results indicate that this effect is significant and the second hypothesis is confirmed. The third objective of this study was to investigate the effect of international marketing capability on the export performance of exporting companies in Khorasan Science and Technology Park. The results confirm the significance of this effect. The fourth objective of this study was to investigate the effect of strategic flexibility on export performance through the mediating role of international marketing capabilities in exporting companies in Khorasan Science and Technology Park. Accordingly, the results confirm the significance of this effect. The fifth objective of this study was to investigate the moderating role of adaptation to digital technologies in the effect of strategic flexibility on the digital marketing capabilities of companies in Khorasan Science and Technology Park. It can be concluded that the adaptation to digital technologies variable does not moderate (strengthen or weaken) the relationship between strategic flexibility and international marketing capabilities. These results were in line with the results of Sharafi & Mombeyni (2023), Behboodi et al., (2022), Amooamooha & Yazdani (2021), bashir khodaparasti et al., (2020), Nowrozi & Masum (2018), Evanthi & Azhar (2023), Navarro-Garcia et al., (2024), Zahoor & Lew (2023), Ling-Yee & Ogunmokun (2014), and (Joseph (2020). According to the research results, the following suggestions were made: Managers of Khorasan Science and Technology Park companies should pay attention to the tastes of consumers in the destination market and the quality of products in order to improve international marketing capabilities. Managers of Khorasan Science and Technology Park companies, with the help of government organizations (such as the Export Development Center), should form a committee or union to conduct marketing research and exchange information. Managers should reflect more on decisions about the marketing mix in the field of exports and examine target markets more and better. Managers of Khorasan Science and Technology Park companies should consider the differences in their company's communication infrastructure, marketing, and legal systems with the target market. Managers of Khorasan Science and Technology Park companies should invest in adopting digital technologies that can provide timely access to information and identify market opportunities.

Abstract Abstract The aim of this study is to explore artificial intelligence in the automotive industry through a bibliometric analysis, systematic review, and identification of future research horizons. In this research, 179 international articles indexed in the Web of Science and Scopus databases were analyzed. The methodology consisted of two stages: first, a bibliometric analysis was conducted by VOSviewer software to identify thematic clusters in the literature related to artificial intelligence and the automotive industry. Second, a qualitative systematic review was carried out to provide deeper insights into these clusters. The findings revealed a significant focus on autonomous vehicles, deep learning, and machine learning as key artificial intelligence technologies. Four thematic clusters were identified: AI-based automotive ecosystems, core AI technologies and security, connectivity and resource management, and advanced vehicle technologies. In particular; safety, resource optimization, and legal frameworks emerged as key areas within these clusters. This study identified four emerging research areas that will play important roles in shaping the future of artificial intelligence in the automotive industry and provide transformative opportunities to address existing knowledge gaps. Introduction The automotive industry, which stands at the forefront of technological revolution, is undergoing a profound transformation through the integration of artificial intelligence (AI) (Gao & Bian, 2021; Nascimento et al., 2020). The role of AI as a key driver of innovation, efficiency, and safety in this industry has become increasingly evident, as vehicles are no longer merely means of transportation but are evolving into intelligent entities capable of perception, decision‑making, and communication (Li et al., 2019). This transformation heralds a new era in the transportation sector in which AI‑enabled vehicles provide enhanced safety, improved efficiency, and superior user experiences (Demlehner et al., 2021; Naz et al., 2022). The convergence of the automotive industry and artificial intelligence has led to the rapid expansion of AI‑based solutions and applications, including autonomous driving, predictive maintenance, and advanced driver‑assistance systems (ADAS) (Li et al., 2023). These innovations have significantly improved road safety, optimized energy consumption, and redefined transportation solutions (Banerjee et al., 2023; Mehta et al., 2024). The successful implementation of AI in this industry promises technological advancement, economic growth, environmental sustainability, and improved social welfare (Dumitrascu et al., 2023; Shahedi et al., 2023). From advanced driver‑assistance systems to in‑vehicle voice recognition technologies, AI‑driven technologies have enhanced vehicle performance, safety, and comfort (Mehta et al., 2024). Moreover, consumer expectations for AI‑enabled features in vehicles have increased, prompting automotive companies to invest more heavily in research and development (Demlehner et al., 2021). The market for artificial intelligence in the automotive industry continues to expand, reflecting the growing recognition of its transformative potential (Jain & P. Kulkarni, 2022). Recent review studies have examined the use of artificial intelligence techniques, such as machine learning and deep learning, to address various challenges in the automotive industry. For instance, Damaj et al. (2021) focused on the application of AI in vehicle maintenance and diagnostics, proposing AI‑based models for fault detection, prediction of remaining useful life, and maintenance of automotive components. Bibliometric analysis quantitatively maps publication trends and identifies key patterns and influential research areas, while systematic review provides a deeper examination of thematic clusters and conceptual developments (Van Eck & Waltman, 2017). This combined approach offers a more comprehensive understanding of the field and helps researchers and practitioners navigate the evolving landscape of artificial intelligence in the automotive industry more effectively. Therefore, the main research question of this study is: How can artificial intelligence in the automotive industry be explored through bibliometric analysis, systematic review, and the identification of future research horizons? Theoretical Framework Artificial Intelligence Artificial intelligence enables the transformation of data into information, information into knowledge, and knowledge into intelligent action, thereby facilitating the development of decision‑support systems in conditions characterized by uncertainty and intense competition. From a theoretical perspective, artificial intelligence can be considered a strategic resource within the frameworks of the Resource‑Based View (RBV) and dynamic capabilities theory, through which organizations enhance their capacity for analysis, innovation, and responsiveness to environmental changes (Mahmood, 2023). Hayatmehr et al. (2026) examined the impact of the application of artificial intelligence and intelligent learning on the strategic thinking skills and academic performance of management students, considering the moderating role of individual ethics. The results indicated that the use of artificial intelligence tools has a positive effect on strategic thinking (including systems thinking, creative thinking, future‑oriented thinking, and critical thinking), intelligent learning, and academic performance. The mediating role of strategic thinking—particularly critical thinking and future‑oriented thinking—was confirmed in the relationship between the use of artificial intelligence and academic performance, as well as between intelligent learning and academic performance. Furthermore, individual ethics not only positively influences intelligent learning but also plays a moderating role in the relationship between intelligent learning and strategic thinking (systems thinking, critical thinking, and future‑oriented thinking). This study provides novel insights into the application of artificial intelligence tools in developing strategic thinking skills and performance, offering valuable implications for researchers, managers, students, and organizations. Zolghadr et al. (2025) investigated the development of a model for the application of artificial intelligence in the export of electronic industry products. The findings showed that all composite reliability indices were above 0.7 and the convergent validity values for most constructs exceeded 0.5. The results of the hypothesis testing also indicated that all relationships among the model’s constructs were fully supported at a significance level of p < 0.001. Moreover, to evaluate the overall model fit and measure the structural model, the Goodness‑of‑Fit (GoF) index was applied. The GoF value was reported as 0.815, indicating a strong model fit. Research Methodology In this study, 179 international articles indexed in the Web of Science and Scopus databases were analyzed. The research methodology consisted of two stages. First, a bibliometric analysis was conducted by VOS viewer software in order to identify thematic clusters within the literature related to artificial intelligence and the automotive industry. Subsequently, a qualitative systematic review was carried out to provide deeper insights into these identified clusters and to further interpret the main research trends and developments in this field. Research Findings To analyze the findings, VOS viewer software was employed to identify thematic clusters within the literature related to artificial intelligence and the automotive industry. The results revealed a significant concentration of research on autonomous vehicles, deep learning, and machine learning as core artificial intelligence technologies in the automotive domain. Four major thematic clusters were identified: AI‑based automotive ecosystems Core AI technologies and security Connectivity and resource management Advanced vehicle technologies Within these clusters, safety, resource optimization, and regulatory frameworks emerged as particularly prominent and influential areas. The findings indicate that research in this field is increasingly moving toward integrated, intelligent, and sustainable mobility systems. Furthermore, the study identified four emerging research domains that are expected to play a critical role in shaping the future trajectory of artificial intelligence in the automotive industry. These areas provide transformative opportunities to address existing knowledge gaps and to advance both theoretical development and practical implementation in AI‑driven automotive systems. Conclusion The present study was conducted with the aim of exploring artificial intelligence in the automotive industry through a bibliometric analysis, systematic review, and identification of future research horizons. The findings are consistent with prior studies (Hayatmehr et al., 2026; Zolghadr et al., 2025; Ahmadi Alinoudehi et al., 2025; Heidariyan et al., 2025; Haghighi, 2024; Rahimi Klor et al., 2024; Hasan & Ojala, 2024; Akbari Emami et al., 2023; Etemadi et al., 2023; Neethirajan, 2023), confirming the expanding strategic role of artificial intelligence across industries. In particular, Hasan and Ojala (2024) demonstrated that AI management contributes to improved resource reconfiguration, reduced transaction costs, and the advancement of global sustainable development. These findings reinforce the view that artificial intelligence is not merely a technological tool but a transformative strategic capability within the automotive ecosystem. Moreover, legal concerns surrounding the development of AI‑driven vehicles require further scholarly attention. For instance, in the event that an autonomous vehicle causes an accident, critical questions arise regarding liability—whether it lies with the manufacturer, the software developer, or the vehicle owner. Existing legal frameworks may struggle to keep pace with rapid technological advancements. Given the diversity of regulatory systems across countries, this issue poses additional challenges for automotive companies operating in multiple jurisdictions. Therefore, aligning legal regulations with technological progress in the automotive industry represents a significant and promising avenue for future research.

Abstract Today, with the arrival of new technologies brought by the fourth industrial revolution, organizations can improve their productivity. And considering the many challenges that exist in the country's motorcycle industry; Including sanctions, and various environmental requirements and pressures, motorcycle after-sales service companies are forced to establish a comprehensive software management system. Also, with the advancement of technology and the introduction of new technologies such as the Internet of Things, services are provided for organizations that can help them have a more efficient organizational architecture than before. The result of this research is the design of an organizational architecture based on the Internet of Things for after-sales service companies in the motorcycle industry. To achieve this goal, the inspection unit of one of the branches of Kavir Motor Company was selected as a case study and its processes were rewritten using a piece of hardware based on the Internet of Things; Then, by choosing the famous Zackman framework as the organizational architecture, the first two lines of this framework were rewritten with the Internet of Things and a new organizational architecture based on the Internet of Things was created. In this research, the Internet of Things is the independent variable and the pillars of Zackman's framework (data, function, network, people, time, motivation) are the dependent variables. Based on this, six hypotheses were considered for the research and according to the research questions and hypotheses, a questionnaire was designed for scientific experts in the field of organizational architecture and Internet of Things, and after gathering the opinions of experts and analyzing the questionnaire with chi square test, a questionnaire was also designed for Transportation industry experts (managers and experts in the field of information technology of after-sales service companies) designed and after completion by them and analysis with the third order Wilcoxon test, conclusions were drawn regarding the research hypotheses, which finally out of the six research hypotheses, The fourth hypothesis of the research was rejected, and the first, second, third, fifth and sixth hypotheses were confirmed.

Abstract As a revolutionary invention, the Internet is always evolving into a new type of hardware and software that makes it irresistible to anyone. The type of communication seen today is human-to-human or human-to-machine, but the Internet of Things promises a great future for the Internet, where it is machine-to-machine. The Internet of Things is defined as a paradigm in which objects with sensors, actuators and processors communicate with each other to achieve a meaningful purpose. Human resource management is a systematic approach that provides practices to support all aspects of the employee life cycle, from recruitment to exit. This article examines the impact of the Internet of Things on human resource management in the fourth industrial revolution and tries to develop a framework to understand it. The results of the survey showed that during the transfer of workflow to a digital and simple workflow, there is a need to measure the benefits of internal and outsourcing solutions for personnel management. These are the parameters that can justify the costs of an internal solution or a cloud-based human capital management solution by objectively measuring both options. These key performance indicators are workflow, flexibility, accountability and cost-effectiveness. Workflow is a continuous input-output process in a company that can sometimes be compressed. Without the help of automation, these setups are prone to mistakes due to repetitiveness.

Abstract In the current competitive world and attracting applicants for travel destinations and their satisfaction, introducing the organization's identity, how to produce products and services, offer and distribute, the price of each product or service unit, and adjusting any changes in the marketing mix elements is the responsibility of the marketing approach. In the marketing approach, there are factors that can be used to operationalize the marketing implementation process and increase the amount of customer attraction, satisfaction, and as a result, their loyalty. Traditional marketing, whose slogan was more sales, has become obsolete, and in modern marketing, the goal is to satisfy customers and, on the other hand, to improve the quality of production and services to satisfy and please the applicants and encourage them to continue using the products and services of organizations. Organizations without a marketing and advertising unit cannot achieve much success and attract their customers through non-scientific marketing methods; that this process will not be stable and will lead to the drop of applicants. The life cycle of a product or service is through the durability and loyalty of customers and the attraction of new customers and applicants. Marketing and its agents can play an effective role in increasing and attracting customers. This article has been written in a descriptive way using library sources, scientific and research articles and the opinions of experts and specialists in this industry and the researcher's own experience.

Abstract In the current competitive conditions, the proper performance of the supply chain plays a key role in the success of an organization and the achievement of its goals, especially its profitability, therefore, in recent years, the management and measurement of supply chain performance has attracted the attention of a large number of managers and researchers in this study. In line with supply chain performance evaluation, various performance evaluation methods have been introduced and the characteristics of the most famous methods and studies conducted in this field have been collected. In this article, a framework for choosing the best method of evaluation of supply chain performance, improvement and continuous evaluation is proposed, which can facilitate the evaluation process in a targeted manner. It is suggested that in the next works, a review study on each of the used supply chain performance evaluation methods is done separately and also a conceptual framework of the application of these methods for different environments is prepared.

Abstract With the development of the Internet and its applications, Internet banking has been proposed as an effective and efficient way to provide services to customers. At the end of the previous decade, cloud computing has been considered as a revolution in the use of the Internet, which has had a great impact on the ways of providing services. In terms of improving services based on customer needs, cloud computing has been a major movement in the service of information and is one of the most powerful inventions that has captured the curiosity of technologists around the world. Cloud computing has many advantages, but it also has many security risks that cannot be ignored by any organization. For the successful adoption of cloud computing in a company, proper planning and awareness of emerging risks, threats, vulnerabilities and potential solutions are necessary. Consequently, determining the most effective solution guidelines for enhancing cloud security has become important for all cloud operations. This research is investigating and evaluating the most significant advantages, challenges, risks of network security and data security in cloud systems based on literature review. As many businesses have promoted and marketed virtualized environments as a solution to current security concerns, a deeper look reveals that virtualization adds additional software to the network system that, if poorly constructed and deployed, can have a negative impact on security.

Abstract The epidemic of corona disease affected almost all aspects of human life, one of which was in the field of management and industries, project management around the world. This effect, which was mainly accompanied by an increase in time, cost, risks and other aspects of project management, made it necessary to study the challenges created. Considering that the crisis was a common problem for all plans, projects and organizations around the world, it led to the formation of numerous researches and studies in this field. The current research was conducted with the aim of investigating and gathering the effective challenges in the management of plans and projects in the conditions of the Corona epidemic crisis. This library research, using a systematic review method, examined 459 articles around the focus of the research question in the first stage, and finally, 22 articles focusing on the challenges of project managers inside and mainly abroad were selected and examined. Finally, project management challenges from the final studies were collected, analyzed and presented in the last stage. The findings of the research led to the identification and introduction of 20 major and influential challenges in the management of plans and projects under the conditions of the Corona crisis. Among the most important topics of these challenges, we can point out many challenges in the contradiction of remote work with the nature of projects, increased costs and delays in projects, and reduced supervision during the quarantine due to the spread of Corona, which caused the dissatisfaction of the beneficiaries of the projects.

Abstract This research aims to investigate the drivers of trust in financial institutions. The current research was conducted using a library approach, which was conducted through the review of the existing literature of library studies, in this regard, the previous researches that were related to the research topic were identified and examined, and after analyzing the previous findings, the results of these studies show The various drivers of trust are classified into five groups: economic factors (such as financial crises), behavior and characteristics of financial institutions, consumer characteristics (such as demographic characteristics, financial literacy and their economic and political views). We conclude that it is important to distinguish between different financial institutions such as banks, insurance companies and pension funds. Because these institutions have very different business models, the drivers of trust in banks, insurance companies, and pension funds are different. Most research on trust in financial institutions has focused on banks. There are no studies that consider all of these potential triggers simultaneously. With this caveat in mind, confidence seems to depend on the state of the economy. Trust behaves cyclically and is negatively affected by financial crises. In addition, the behavior of financial institutions is also important.