New Approaches in Management and Marketing

Abstract The aim of this study is to design a model for improving commercialization in the PVC industry with an emphasis on the role of emerging technologies. The research method is applicable in terms of its purpose, and exploratory in terms of qualitative approach and data analysis. The statistical population of the study consisted of 15 experts in the PVC industry, including technical and production managers of factories, formulation and R&D specialists, and faculty members in the fields of polymer and technology management, selected by purposive and snowball sampling methods. Semi-structured interviews were applied to collect information. Thematic analysis approach and MAXQDA software were applied to analyze the data. The results showed that the initial codes extracted were categorized into five organizing themes including “Environmental Pressures on Commercialization”, “Technological Capabilities and Capacities”, “Organizational and Management Factors”, “Market and Commercialization Processes”, and “Consequences and Achievements of Commercialization”. Finally, the overarching theme of the research was identified as “Improving Commercialization through Emerging Technologies in the PVC Industry”. The research findings showed that utilizing new technologies, enhancing technological capacities, strengthening knowledge management, developing market-oriented interactions, and improving organizational infrastructure play a decisive role in increasing the effectiveness of the commercialization process in the PVC industry. The results of this research can be used as a practical framework for industrial managers, policymakers, and polymer activists to develop the commercialization of innovative products and technologies.
Introduction
In recent decades, emerging technologies have played a prominent role in improving organizational performance, increasing competitiveness, and sustainable development as key drivers in the transformation of the structure of various industries. In the meantime, the polymer industry, and especially polyvinyl chloride (PVC), has become one of the most important sub-sectors of the petrochemical industry due to its unique characteristics, including reasonable price, high durability, flexibility in application, and recyclability. The development of new technologies in this area can lead to the production of products with better performance, reduced energy costs, improved environmental properties, and expanded the range of industrial applications (Delogu et al., 2020). Internationally, several models for technology commercialization have been developed that focus on interaction and synergy between key stakeholders such as universities, the private sector, government institutions, and investors. For example, the “triple helix” model emphasizes the synergy of knowledge, policy, and economics to facilitate the process of transforming science into products (Etzkowitz & Leydesdorff, 2022). In these frameworks, knowledge management, market analysis, technology assessment, and business model design are key elements for successful commercialization. However, adapting these models to the economic, cultural, and structural environment of countries such as Iran requires localization and redesign based on local realities (OECD, 2021). New approaches such as open innovation and technology co-creation platforms can be used as components that strengthen the commercialization model. By facilitating participation among stakeholders, these approaches help accelerate the idea-to-market process and can lead to the creation of a sustainable value chain in the PVC industry (Chasbro, 2020). Although the international literature has extensively addressed business models in the polymer materials and chemical industries, a review of recent articles shows that existing research is often either generic and cross-industry, without focusing on the specific characteristics of PVC such as high environmental and regulatory sensitivity, or solely on sectors such as market, technology or regulation, rather than on a comprehensive commercialization model. In particular, the integration of sustainability, circular economy and digitalization dimensions in the design of commercialization models for PVC technologies is less visible in a structured manner. Therefore, the main question that this research seeks to answer is: what does a commercialization improvement model look like in the PVC industry with an emphasis on the role of emerging technologies?
Theoretical Framework
Commercialization in the PVC Industry
In PVC extrusion and granulation lines, monitoring indicators include a set of process, equipment, quality and maintenance variables that comprehensively describe the behavior of the production system. Variables such as temperature, pressure, screw speed, equipment vibration, product weight and color, cutting blade speed, and production rate are among the indicators whose deviation from the optimal range can lead to quality degradation or line shutdown. The thermal sensitivity of PVC makes precise control of temperature and pressure in different areas of the extruder particularly important, as any fluctuations can lead to thermal degradation of the material and an increase in defective products (Pinto et al, 2020).
Adomako & Tran (2026) examined Innovation versus Chance; The impact of regulatory challenges on technology commercialization performance and product innovation. Using two-wave, multi-informant survey data from 336 SMEs in Vietnam, the results confirm the mediating role of commercialization potential. Furthermore, while intangible resource advantage strengthens the link between commercialization and innovation, environmental hostility unexpectedly weakens it, indicating that external pressures can overshadow firms’ commercialization efforts. These findings contribute to regulatory science and innovation research by highlighting commercialization potential as a critical mechanism through which institutions influence innovation. The present study provides insights for managers seeking to overcome institutional barriers and for policymakers seeking to create more innovative regulatory environments.
Pujotomo et al. (2025) examined a scenario of accelerating technology commercialization in a research university, applying a systems dynamics approach. The results show that TTO participation can reduce delays by directly matching university inventions with early adopters. Furthermore, given that TTOs coordinate initial grants, competitions, and external support; the results also increase funding prospects. Meanwhile, additional funding for inventors can further influence the speed of development, emphasizing the importance of team performance and resource availability. Overall, team dynamics, including expertise and time allocation, are crucial for rapid progress towards TRL levels. Active participation of end-users in design and testing also accelerates improvements. Based on these insights, we provide a practical scenario guide for technology transfer office managers to address budget shortfalls, optimize resources, and shorten commercialization timelines.
Research Methodology
The research method is applicable in terms of its purpose, and exploratory in terms of qualitative approach and data analysis. The statistical population of the study consisted of 15 experts in the PVC industry, including technical and production managers of factories, formulation and R&D specialists, and faculty members in the fields of polymer and technology management, selected by purposive and snowball sampling methods. Semi-structured interviews were applied to collect data.
Research Findings
Thematic analysis approach and MAXQDA software were utilized to analyze the data. The results showed that the initial codes extracted were categorized into five organizing themes including “Environmental Pressures on Commercialization”, “Technological Capabilities and Capacities”, “Organizational and Management Factors”, “Market and Commercialization Processes”, and “Consequences and Achievements of Commercialization”. Finally, the overarching theme of the research was identified as “Improving Commercialization through Emerging Technologies in the PVC Industry”. The research findings showed that utilizing new technologies, enhancing technological capacities, strengthening knowledge management, developing market-oriented interactions, and improving organizational infrastructure play a decisive role in increasing the effectiveness of the commercialization process in the PVC industry. The results of this research can be used as a practical framework for industrial managers, policymakers, and polymer activists to develop the commercialization of innovative products and technologies.
Conclusion
The present study was conducted with the aim of designing a model for improving commercialization in the PVC industry with an emphasis on the role of emerging technologies. The results of this study are consistent with those of Adomako & Tran (2026), Pujotomo et al. (2025), Sato et al. (2025), Banoo Farhang & Ansari (2025), and Momiyond et al. (2024). Pujotomo et al. (2025) showed that TTO participation can reduce delays by directly matching university inventions with early adopters. Furthermore, given that TTOs coordinate initial grants, competitions, and external sponsorships, the results also increase funding prospects. Meanwhile, additional funding for inventors can further impact development speed, emphasizing the importance of team performance and resource availability. Overall, team dynamics—including expertise and time allocation—are critical for rapid progress toward TRL levels. Active participation of end users in design and testing also accelerates improvements.
Based on the research results, the following suggestion was made:
PVC industry managers should create a structured “environmental monitoring” system to continuously collect, analyze, and link changes in the market, competitors, standard requirements, and environmental policies to technological decisions. This system should be able to provide early warnings and prepare the organization to face external threats. Such an approach prevents the organization from being caught in the middle of sudden changes and makes technological decisions more rational and forward-looking. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study aims to analyze the mediating role of organizational ambidexterity in the effect of corporate social responsibility (CSR) and knowledge management infrastructure on corporate sustainable performance. In terms of purpose, the study is applicable; and methodologically, it follows a survey design. The statistical population consisted of all managers and headquarters experts of Dr. Tamin Company (N = 300). Using simple random sampling and Cochran’s formula, a sample of 168 participants was selected. Data were collected through standard questionnaires, whose validity was confirmed through expert judgment in the field of management, and whose reliability was verified via Cronbach’s alpha coefficients. Data analysis was performed through structural equation modeling by SmartPLS 3 software.
The findings indicated that the path coefficient of CSR to organizational ambidexterity was 0.417 (T = 5.081); the path coefficient of knowledge management infrastructure to organizational ambidexterity was 0.379; the path coefficient of CSR to sustainable performance was 0.513 (T = 11.980); the path coefficient of knowledge management infrastructure to sustainable performance was 0.439; and the path coefficient of organizational ambidexterity to sustainable performance was 0.571—all statistically significant at the 95% confidence level. Moreover, results revealed that organizational ambidexterity mediates the effect of CSR on sustainable performance by 0.751, and also mediates the effect of knowledge management infrastructure on sustainable performance by 0.655. Accordingly, fostering an organizational culture that reinforces social and environmental values and encourages employee participation in CSR initiatives can significantly enhance corporate sustainable performance.
Introduction
With the emergence of increasingly complex challenges such as global competition, social problems, and environmental degradation, companies are required to simultaneously respond to dual demands and manage internal tensions in order to balance conflicting objectives (Annosi, 2024). In this regard, the closest concept in managing dual structures is organizational ambidexterity (O’Reilly & Tushman, 2013), which has attracted extensive scholarly attention. Organizational ambidexterity is widely regarded as a key concept referring to an organization’s capability to engage simultaneously in both exploration and exploitation. In this context, an ambidextrous firm is not only capable of identifying external barriers but can also effectively reallocate its resources to provide appropriate solutions, thereby securing its competitive advantage as a market adapter (Rahman et al., 2026). In other words, this concept is defined as the organization’s ability to pursue different—and often competing—strategic actions simultaneously. Evidence suggests that ambidextrous organizations not only respond effectively to conflicting demands but also achieve superior performance (Annosi, 2024).
Furthermore, organizational ambidexterity refers to situations in which firms, under conditions of environmental volatility and uncertainty, simultaneously seek to combine incremental and radical innovation practices—namely exploitation and exploration (Adler, 2009). This construct helps organizations maintain strategic agility by aligning with the current environment while adapting to potential turbulence (Clauss et al., 2021). According to Duncan (1976), businesses seeking the successful adoption of creative ideas and long-term profitability must adopt a dual structure based on exploration and exploitation. Consequently, organizational ambidexterity creates a favorable environment for developing structures that promote seemingly contradictory yet complementary perspectives (Mankgele, 2023).
However, achieving organizational ambidexterity requires the institutionalization of social and environmental practices through corporate social responsibility (CSR), as well as the establishment of an ecosystem based on idea exchange and decentralized structures, namely knowledge management infrastructure. Such conditions ensure that knowledge does not remain restricted and that employees feel comfortable sharing new ideas, which ultimately leads to organizational innovation and enhanced sustainable performance (Martínez‑Falcó et al., 2023). Sustainable performance represents a combination of environmental, economic, and social performance that not only benefits the natural environment and society but also generates economic advantages and long‑term competitive benefits for firms (Mokbel Al Koliby et al., 2024).
To enhance this type of performance, organizations strengthen their ambidexterity by fostering innovations that enable the simultaneous exploration and exploitation of knowledge. While exploitation‑based innovations improve efficiency and economic profitability, exploration‑based innovations can develop new practices that enhance social and environmental well‑being, thereby improving the triple‑bottom‑line dimensions of sustainable performance (Martínez‑Falcó et al., 2023).
Although international studies have examined the constructs of this research (e.g., Martínez‑Falcó et al., 2023), a review of the literature reveals a lack of empirical evidence regarding the mediating role of organizational ambidexterity within this causal chain in the context of online building‑materials supply platforms in Iran. This issue remains largely overlooked in the literature of this industry—an industry characterized by unique features such as high operational risk, the need for specialized information, and close interaction with contractors. Therefore, the present study, for the first time, re‑examines this model within Dr. Tamin Company, the first online platform for supplying building materials in Iran, with the aim of validating prior findings and enriching the literature on organizational survival strategies under different economic conditions and contexts. Addressing this contextual gap and localizing the CSR and knowledge management infrastructure model within the online building‑materials supply industry highlights the necessity and novelty of the present study.
Accordingly, the main research question is formulated as follows:
Do corporate social responsibility and knowledge management infrastructure have a positive and significant effect on the sustainable performance of Dr. Tamin Company, considering the mediating role of organizational ambidexterity?
Theoretical Framework
Organizational Ambidexterity
Organizational ambidexterity is considered a relatively recent concept in organizational management studies (Mankgele, 2023). In the literature on strategic management and corporate entrepreneurship, an organization’s ability to simultaneously leverage the benefits of two seemingly contradictory behaviors is referred to as ambidexterity (Hill & Birkinshaw, 2014). The term was first introduced by Duncan in 1976 to describe the dual nature and structural tensions within organizations. According to Duncan, in order to achieve long‑term success, firms must adopt dual structures aligned with the different stages of the innovation process (Duncan, 1976).
Corporate Social Responsibility (CSR)
As the world faces increasingly complex social challenges such as malnutrition, poverty, and environmental degradation; companies are being called upon to address these issues. Such organizational engagement with social concerns is most commonly examined through the concept of corporate social responsibility (CSR) (Hill & Birkinshaw, 2014). CSR encompasses the simultaneous achievement of economic, environmental, and social outcomes (Annosi, 2024). This concept represents a set of ethical, legal, and business principles that guide organizations not only toward meeting their economic needs but also toward improving the well‑being of the society in which they operate (Akbari et al., 2023). In essence, CSR entails a series of voluntary actions undertaken by companies to enhance the economic and social welfare of the local communities in which they conduct business (Martínez‑Falcó et al., 2023).
Knowledge Management Infrastructure
Knowledge management refers to the systematic and coordinated creation, sharing, and application of knowledge to enhance innovation and generate added value within organizations (Naji, 2025). This process is increasingly supported by technological solutions—commonly referred to as knowledge management systems—which are employed to streamline organizational activities (Zamanifard et al., 2025).
Corporate Sustainable Performance
In the era of globalization, the emphasis on corporate sustainability has grown significantly (Shahzad et al., 2020), and organizations have become increasingly aware of the importance of sustainable performance. Today, many companies have committed to adopting more comprehensive performance criteria to evaluate their operations. In this regard, the most comprehensive and effective tool for assessing a company’s performance is the set of sustainable performance indicators, which simultaneously emphasize social, environmental, and economic dimensions (Mankgele, 2023).
Research Methodology
The present applicable study employs a descriptive‑survey design. The statistical population consisted of 300 managers and employees of Dr. Tamin Company in 2024, from which 168 individuals were selected as the sample by simple random sampling and Cochran’s formula. The data collection instrument was a standardized questionnaire comprising 4 variables, 11 components, and 49 items, all measured on a five‑point Likert scale.
Research Findings
In accordance with recent methodological literature (Henseler et al., 2015), the HTMT (Heterotrait–Monotrait Ratio) criterion was employed to ensure the absence of spurious correlations between constructs. The obtained HTMT values for all construct pairs were below the threshold of 0.85, confirming strong discriminant validity in the research model.
Since all T‑statistics exceeded 1.96, all five direct research hypotheses were supported. Accordingly, corporate social responsibility and knowledge management infrastructure both exert positive and significant effects on organizational ambidexterity and sustainable performance. Additionally, organizational ambidexterity itself significantly influences sustainable performance. The presence of this causal chain necessitates examining indirect effects.
Results showed that the direct effect of corporate social responsibility on sustainable performance (0.513) and its indirect effect through organizational ambidexterity (0.238) were both significant (T = 5.12). Since the direct effect remains significant and the confidence interval of the indirect effect does not include zero, organizational ambidexterity plays a partial mediating role in this relationship. Consequently, the total effect of corporate social responsibility on sustainable performance was calculated as 0.751.
Findings also indicated that the direct effect of knowledge management infrastructure on sustainable performance (0.439) and its indirect effect through organizational ambidexterity (0.216) were significant (T = 3.95). Given the continued significance of the direct effect and the absence of zero within the confidence interval of the indirect effect, the partial mediating role of organizational ambidexterity in this relationship was likewise confirmed. In this pathway, the total effect of knowledge management infrastructure on sustainable performance was determined to be 0.655.
Conclusion
The present study aimed to examine the impact of corporate social responsibility and knowledge management infrastructure on corporate sustainable performance, considering the mediating role of organizational ambidexterity in Dr. Tamin Company. Based on the research findings, all research hypotheses were supported. The results are consistent with evidence reported in previous studies, including Martínez‑Falcó et al. (2023), Zaragoza‑Sáez et al. (2023), Mankgele (2023), Tabatabaeian et al. (2022), Restuputri et al. (2024), Elashry and Ali (2024), and Shahzad et al. (2020).
In light of the findings and with the aim of improving firms’ sustainable performance and strengthening their ambidextrous capabilities, several practical recommendations are proposed. First, educational courses and seminars on organizational ambidexterity and sustainable performance should be organized for entrepreneurs, business owners, and employees in order to familiarize them with the positive outcomes of ambidexterity and enhance their ambidextrous capabilities. Second, establishing, developing, and promoting corporate social responsibility programs that focus on community needs, environmental protection, and employee well‑being can be highly constructive. Such initiatives may include environmental projects, support for education and local community development, and improvements in working conditions. Third, organizations should promote a culture that reinforces social and environmental values and encourages employees to participate in CSR programs, as such a culture can contribute to improved innovation and productivity.
To address the limitation related to sample size and to enhance statistical power, future studies are recommended to test this conceptual model using larger statistical samples (above 200 or 300 participants). This would increase the statistical power of structural equation modeling analyses and improve the model’s sensitivity in detecting weaker relationships among variables. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The purpose of this study is to model the psychological characteristics of founders of small and medium‑sized enterprises (SMEs) within the industrial cooperatives of Mazandaran Province. This research is applicable in terms of purpose, and quantitative in terms of methodology. The statistical population consists of 893 business founders across the province, as defined by the Global Entrepreneurship Monitor (GEM). Using Cochran’s formula, a sample of 186 individuals was selected through simple random sampling. The data collection instrument was the Kiggundu (2002) questionnaire. Data analysis was performed by SPSS and LISREL software.
The findings indicate that the overall psychological construct under examination, within a measurement model and path analysis framework (structural equation modeling), explains the process of business start‑up. Each psychological variable exerts both direct and indirect (interactive) effects on this process. Among these, the highest overall influence belongs to the sub‑variable of internal locus of control, followed respectively by tolerance of ambiguity, job autonomy, need for achievement, motivation, and risk‑taking. The study concludes by recommending that policymakers and relevant authorities, in order to enhance business start‑up processes and foster productive employment, pay attention to these psychological variables in addition to other environmental and structural conditions.
Introduction
Entrepreneurs play a critical role in economic growth through leadership, management, innovation, efficiency, job creation, competition, productivity, and the establishment of new firms. It is widely believed that societies today require an “entrepreneurial revolution,” one whose significance in the current century surpasses even that of the Industrial Revolution. Business start‑ups are considered a driving force behind economic development, employment generation, and social improvement (Jeanneaux et al., 2025). Entrepreneurship education focuses on equipping trainees with the knowledge and skills necessary to initiate and manage new ventures. In recent years, a notable shift has occurred, with increasing emphasis on developing broader entrepreneurial competencies such as creativity, problem‑solving, opportunity recognition, and adaptability (Kallas & Parts, 2021).
Given the crucial role of business creation and the successful track record of entrepreneurs in the development of many countries—and considering the economic challenges faced by our own nation in both the private and public sectors—promoting and institutionalizing the concept of entrepreneurship, as well as establishing supportive cultural conditions and developing assessment models for identifying and supporting entrepreneurs, are of vital importance. The country’s young demographic structure and the urgent need for job creation, along with the necessity of reducing dependence on primary raw materials and moving beyond a single‑product economy, combined with the dynamics of the information society, compel national policymakers to seek reliable alternative resources. Undoubtedly, in line with the requirements of the information society, such a resource is nothing other than creativity, innovation, and entrepreneurial business creation (Masoudi & Asgari, 2024).
In social network theory, business start‑up is viewed as a process embedded within dynamic networks of social relationships—relationships that may either restrict or facilitate the entrepreneur’s access to resources and opportunities. Therefore, entrepreneurs as a group are both unique and diverse. Their similarities distinguish them from non‑entrepreneurs, while their differences create a heterogeneous group, making the study of entrepreneurial characteristics inherently complex (Chauhan et al., 2024). Accordingly, based on the above discussions, the present study seeks to answer the following question: How can the psychological characteristics of founders of small and medium‑sized enterprises in the industrial cooperatives of Mazandaran be modeled?
Theoretical Foundations
Business Start‑Up
Business start‑up is an interdisciplinary subject shaped by the cumulative contributions of various fields such as economics, psychology, anthropology, sociology, and management (Vajdi Vahid et al., 2024). Shams et al. (2025) examined the relationship between brand dependence and business performance through inter‑organizational relationships and interactions within supply chain management environments. Their findings revealed that buyer–supplier interactive relationships and buyer–supplier commitment act as key mediators between brand dependence—specifically brand affordability, brand equity, and brand loyalty—and buyer–supplier communication, as well as between brand dependence and business performance. This study contributes to the branding literature by introducing the concept of brand dependence within the context of small and medium‑sized enterprises (SMEs). In another study, Rezaei Sadrabadi et al. (2025) explored the role of open innovation, social capital, co‑created knowledge, and collaboration with external partners in enhancing organizational agility amid the turbulence of today’s dynamic environment. Their research proposed a new framework for applying open‑agility enablers in selected SMEs located in the Yazd industrial zone. The findings indicate that organizational agility is significantly influenced by open innovation, and subsequently by collaboration with external partners and co‑created knowledge. Moreover, social capital has a strong and positive impact on the development of co‑created knowledge within these selected SMEs.
Research Methodology
This study is applicable in terms of purpose, and quantitative in its method of implementation. The statistical population consists of 893 business founders across the province, identified according to the Global Entrepreneurship Monitor (GEM) definition of business start‑ups. Using Cochran’s formula, a sample size of 186 individuals was determined and selected through simple random sampling. The data collection instrument used in this study was the questionnaire developed by Kiggundu (2002).
Research Findings
The data were analyzed by SPSS and LISREL software. The results indicate that the overall psychological construct examined in this study, assessed through a path‑analysis measurement model (structural equation modeling), significantly explains the business start‑up process. Each of the psychological dimensions demonstrated both direct and indirect (interactive) effects on this process. Among these variables, the strongest overall effect belonged to internal locus of control, followed by tolerance for ambiguity, work independence, need for achievement, motivation, and risk‑taking, respectively.
The findings suggest that policymakers and relevant authorities should, in addition to other structural and economic conditions, pay close attention to these psychological characteristics in order to improve the business start‑up process and promote productive employment.S
Conclusion
The present study was conducted to investigate the modeling of the psychological characteristics of founders of small and medium‑sized enterprises (SMEs) within the industrial cooperatives of Mazandaran Province. The results of it align with the results of Shams et al. (2025), Jeanneaux et al. (2025), Omidi (2025), Monaisen et al. (2025), Rezaei Sadrabadi et al. (2025), Vahabi Abyaneh & Mobini Dehkordi (2025), Anne Magro et al, (2022), Baizhou et al. (2023), Mohtadi (2023), Bauwens et al. (2024), Chauhan et al. (2024), Farmahini Farahani et al. (2025), and Kallas & Parts (2021). Anne Magro et al. (2022) concluded that the prevailing viewpoints and perceptions toward entrepreneurship and its effects in France is not such positive. This study has also presented viewpoints about the factors effecting the success and failure of educational programmes, and investigated that how the business faculty of George Meissen University injects the free training approach into the business education, and utilizes a combination of effective methods such as primary year’s seminars, shared thinking experiences, learning societies, cooperative assignments, specialized researches, society-based learning, training, final courses and projects, and global diversity and learning. The Meissen experience demonstrates the possibility and advantages of this integration.
According to the results, the following suggestions are presented:
In order to improve the entrepreneurship in the statistical population under study according to the entrepreneur’s personal characteristics, it might be attempted by paying attention to the six personal variables which defines it in the real world. Therefore, it is necessary, at the first step, the most attention paid to the inner control locus variable, following the rest varables according to their respective importance. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study investigated improving employee performance through internal marketing and organizational learning: the mediating role of organizational innovation. This research is applicable in terms of purpose, quantitative in terms of method, and of descriptive-survey type. The statistical population in this study is 116 food exporting companies in Mashhad, and using the Cochran formula, the sample size was estimated to be 86 companies; for this purpose, a questionnaire was distributed among and completed by the managers of these companies using simple random sampling method. In order to analyze the data, structural equation modeling test and other statistical tests based on SPSS and Pls software were used. The validity of the research variables was measured through confirmatory factor analysis. Also, the reliability of the research variables has shown that Cronbach's alpha for research variables including internal marketing, performance, organizational innovation, and organizational learning has been obtained as 0.909, 0.935, 0.940, and 0.901 respectively, which indicates the desired reliability of the research tool. The research findings have shown that organizational learning and internal marketing are effective on employee performance and organizational innovation mediates its effect.
Introduction
In today's world, human resources are recognized as the most important resource of organizations and attracting and retaining efficient forces is considered a vital competitive advantage (Chaudhary & Sharma, 2024). With rapid environmental changes, traditional management tools have become ineffective and the need for flexible and learning structures to respond to changes is felt more than ever. Optimal human resource performance is a necessary condition for the success of organizations, as it allows managers to focus on macro strategies (Organ, 2020). Two key factors in improving employee performance are organizational learning and internal marketing. Organizational learning helps organizations survive in a competitive environment by producing knowledge and continuously reviewing methods. On the other hand, internal marketing, by looking at employees as internal customers, creates effective relationships and improves organizational performance by increasing job satisfaction and motivation (Ocharo & Kinyua, 2021). Also, organizational innovation, especially in times of crisis and intense competition, plays a decisive role in the success of organizations and helps managers allocate resources optimally (Quispe et al., 2024). This issue is doubly important in food trading companies that face export challenges and strict standards. Therefore, in today's dynamic and uncertain environment, organizations need a flexible, learning, and innovative structure to meet stakeholder expectations. Based on the above, this study examines the question: do internal marketing and organizational learning through innovation have a significant impact on employee performance?
Theoretical foundations
Innovation and organizational innovation
Leticia Santos et al., (2022) consideres innovation as the tendency of a company or organization to participate in and support new ideas, pioneer in technology, conduct research, development, and other creative activities aimed at developing new products, services, and processes. On the other hand, organizational innovation encompasses a wide range of actions and activities aimed at facilitating and achieving innovative results in the organization. This type of innovation can be related to a product, device, system, process, policy, program, or service (Chen & et al., 2019).
Internal Marketing
Internal marketing means that companies should seriously invest in the quality of performance and capabilities of their employees. This is especially important for people who are directly in contact with customers, and these people need to be trained effectively. Also, all support staff should work together and work as a team to satisfy customers (Corrin & et al., 2022).
Organizational Learning
Organizational learning is a dynamic process that enables an organization to adapt quickly to changes. This process involves the production of new knowledge, skills, and behaviors. Organizational learning is the main way to create knowledge work and improve the efficiency of the organization; therefore, a successful organization must be dynamic in learning (Okolie, 2024).
Research Background
Bikzadeh Abbasi & Kaneshloo (2024) conducted a study titled: Investigating the Effect of Marketing Research on Improving Organizational Innovation. The results obtained indicate that marketing research has a positive and significant effect on improving organizational innovation in the United Nations Credit Institution. Khajeh Saeed & Sattarii (2024) conducted a study titled: The Effect of Marketing Capabilities on the Financial Performance of Exporting Companies. The results of this study showed that financial resources, information resources, and relational resources have a significant effect on the financial performance of exporting companies. Patwary et al., (2022) conducted a study aimed at investigating the role of knowledge management (KM) practices on performance and innovation. The findings indicate that KM has a positive effect on innovation performance among Malaysian hospitality employees. This study also shows that organizational learning and organizational creativity significantly mediate the relationship between KM and innovation performance.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population in this study is 116 food exporting companies in Mashhad, and the sample size was estimated to be 86 companies using the Cochran formula; for this purpose, a questionnaire was distributed among the managers of these companies and completed by them, through a simple random sampling method. In order to collect data, a questionnaire with 36 items related to the research variables was used. Also, in order to analyze the data in this study, the structural equation modeling technique and other statistical tests were used through SPSS and Smart PLS software. Face validity was used to confirm validity and Cronbach's alpha coefficient criterion was used to confirm reliability.
Findings
The findings of this study are presented in the form of 7 hypotheses, all of which were confirmed.
 Internal marketing has a positive and significant effect on employee performance.
 Organizational learning has a positive and significant effect on employee performance.
 Organizational innovation has a positive and significant effect on employee performance.
 Internal marketing has a positive and significant effect on organizational innovation.
 Organizational learning has a positive and significant effect on organizational innovation.
 Internal marketing has a positive and significant effect on employee performance with the mediating role of organizational innovation.
 Organizational learning has a positive and significant effect on employee performance with the mediating role of organizational innovation.
Discussion and Conclusion
The present study aimed to improve employee performance through internal marketing and organizational learning: the mediating role of organizational innovation (case study: food exporting companies in Mashhad). The findings of this study are consistent with the research of Chaubey et al., (2024), Laksono (2023), Imani et al., (2015), Karimi et al., (2021), and Gholipour et al., (2021). In the following, and based on the research findings, the following suggestions are presented:
Internal marketing
Designing motivational systems to increase job satisfaction
Improving organizational communications and clarifying processes
Paying attention to the needs of employees as internal customers
Organizational learning
Holding continuous training courses
Creating an organizational knowledge bank of successful and unsuccessful experiences
Encouraging employees to share knowledge
Developing innovation
Creating a safe space for presenting new ideas
Forming cross-departmental innovation teams
Investing in new technologies
Coordinating strategies
Integrating internal marketing with innovation programs
Facilitating knowledge exchange between different units
Practical support for innovative ideas
Human resource management
Mapping a career path for employees
Promoting a culture of continuous learning
Linking individual and organizational goals


Acknowledgments
The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript.
Conflicts of Interest
The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work.
Data Availability Statement
The data supporting the findings of this study are available from the corresponding author upon reasonable request.
AI Use Statement
The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript.
Funding
The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript.
Ethics Approval
All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The objective of the current research is destination branding for health tourism in medical centers of Yazd province. The present study is based on the pragmatism paradigm with an exploratory orientation, conducted as developmental research in a cross-sectional manner using a survey approach (interviews) through field studies; the research strategy was projective technique, and data collection was performed using semi-structured, in-depth interviews with 12 experts in health tourism and destination branding who were selected through purposive sampling; at this stage, the sample size was determined based on the theoretical saturation rule, and after three-level coding (open, axial, and selective), this concept was developed; the research findings indicate the necessity of attention to infrastructure factors, cultural factors, and economic factors as variables of health tourism destination country, tourism factors and destination branding factors of the city, advertising, sales promotions, brand communities, and public relations as communication tools variables, as well as physicians and nurses, medical center staff, and managers as human resources variables, and medical equipment/facilities and services as product/service variables.
Introduction
In today's world, health tourism is recognized as one of the most prosperous global industries, attracting millions of people annually to various destinations for medical services (Patterson & Balderas-Cejudo, 2023). Within this context, health tourism destination branding has emerged as a critical factor in attracting both domestic and international patients while creating sustainable competitive advantages for medical centers. A primary concern for health and tourism policymakers is establishing medical destinations as preferred and trustworthy options in the minds of global audiences through effective branding strategies.
Despite Iran's significant potential, particularly in Yazd province, for attracting health tourists, limited research has systematically examined the factors influencing destination branding in this context. A review of existing literature reveals that cultural perspectives and elements - themselves influenced by environmental changes - significantly impact branding. As Wijaya (2024) demonstrated, successful branding strategies can create innovative, distinctive products that foster loyalty among target audiences. Similarly, Ailawadi & Keller (2004) investigated how branding strategies create unique positions for brands across various sectors, contributing to sustainable competitive advantage.
Theoretical Framework
Branding
The rapid changes and transformations at the end of the second millennium, coupled with the emergence of new global challenges, have revealed the limitations of traditional forecasting-based planning methods (Linkon et al., 2024). This constant evolution creates an ongoing need for individuals to adapt to environmental changes (Kindström et al., 2024).
Tourism Destination Branding
Destination branding focuses on creating perceptions or reputations that attract investors and tourists. A strong destination brand serves as an effective tool for differentiation and developing emotional connections with consumers (Darwish & Burns, 2019).
Health Tourism Destination Branding
Health tourism, defined as travel for physical and mental health purposes lasting between 24 hours and one year, represents a rapidly growing sector of the tourism industry (Sattari et al., 2020).
Research Methodology
This exploratory qualitative study adopts a developmental approach within the pragmatism paradigm. Utilizing inductive reasoning and taxonomic modeling, the research employed projective techniques and expert interviews to develop the concept of health tourism destination branding. The cross-sectional field study involved purposive sampling of 12 experts (following theoretical saturation principles) from academia and healthcare management in Yazd province (Table 1).
Credibility: Verified through member checking with participating experts
Transferability: Ensured through peer review by university professors
Dependability: Established through audit trails by two external reviewers
Inter-coder reliability: Achieved >0.7 agreement between independent coders
Findings and Discussion
Analysis of 60-90 minute interviews (recorded with participant consent) yielded 60 open codes, subsequently categorized into 14 axial and 5 selective categories (Table 2). The study identifies critical success factors including:
Infrastructure, cultural, and economic considerations
Tourism and destination branding elements
Communication tools (advertising, promotions, PR)
Human resources (medical staff, administrators)
Service quality and medical facilities
Conclusion
Yazd province - and Iran more broadly - possesses the medical expertise, competitive pricing, and cultural attractions to become a regional health tourism hub. However, realizing this potential requires:
Strategic destination branding
Infrastructure development
Health diplomacy initiatives
The study provides a comprehensive framework for policymakers and healthcare administrators to enhance Iran's position in the global health tourism market through systematic destination branding approaches. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to evaluate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium enterprises. This study is applicable in terms of its purpose, and is a quantitative research type. The present study proposes an integrated model based on the framework of dynamic capabilities, entrepreneurial orientation, and customer-centric systems. The empirical data of this study were collected through a digital survey using a purposive sampling method from small and medium enterprises in Iran. The analysis of the collected data was performed using structural equation modeling, and the results point to the role of dynamic capabilities and entrepreneurial orientation in facilitating the adoption of artificial intelligence in e-commerce. The data of this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium enterprises in Iran working in e-commerce. This study confirms the positive impact of AI adoption on the business performance of SMEs. The findings show that AI adoption in e-commerce is significantly associated with improved business performance of SMEs. Also, this study emphasizes the pivotal role of dynamic capabilities and entrepreneurial orientation in driving AI adoption in the e-commerce sector, which in turn can help improve business performance. These results emphasize the importance of developing technological capabilities and innovative approaches in SMEs to effectively utilize AI and achieve growth and success.
Introduction
Many companies are looking to leverage e-commerce to increase sales, improve services, and achieve greater customer satisfaction. If successful e-commerce strategies and tools are effectively implemented, this technology can significantly increase the revenue and profits of SMEs (Abbas et al., 2023; Ojha et al., 2023). However, the success of using these platforms depends on the level of commitment and trust of companies in smart technologies, which are effective in improving technical services and enhancing customer experience (Mishra et al., 2023). The adoption of artificial intelligence in e-commerce is considered one of the key factors for the success of businesses, as this technology uses existing data to identify opportunities and improve products and services (Liu et al., 2024).
While several studies have addressed the role of artificial intelligence in e-commerce, including customer service, sales facilitation, and information gathering, research related to the adoption and enhancement of artificial intelligence tools in maintaining e-commerce performance and supporting entrepreneurship in small and medium-sized enterprises is still scarce. Therefore, this article seeks to examine the factors affecting the adoption of artificial intelligence in e-commerce in small and medium-sized enterprises to promote entrepreneurship and strengthen the role of these companies in the country's economic progress and development. Insufficient understanding of how SMEs effectively use AI tools in e-commerce can negatively impact their ability to gain competitive advantage. Hence, there is a need for more in-depth research to identify challenges, exploit opportunities, and improve the effectiveness of using these technologies (Salah & Ayash, 2024(.
This paper identifies the benefits and opportunities for SMEs to adopt AI systems in e-commerce and suggests various ways to implement effective strategies for entrepreneurship development and selecting appropriate AI tools. The following key research question is formulated to guide the research and provide a structured approach to understanding the various factors involved: What factors influence SMEs’ ​​adoption of AI in e-commerce?
Theoretical literature
Artificial Intelligence
Artificial Intelligence is a branch of computer science that aims to design systems that can automatically and intelligently process information and perform various tasks. By imitating human intelligence and abilities such as learning, reasoning, problem solving, natural language understanding, and pattern recognition; this technology helps humans solve the most complex scientific, industrial, and social challenges. Artificial intelligence has been recognized as one of the most revolutionary technologies of the modern era since its early years and has now penetrated all aspects of human life (Simone, 2018.)
E-commerce
E-commerce is defined as the electronic buying and selling of items by consumers and businesses using computerized business exchanges. In this study, e-commerce is defined as the buying and selling of transactions over the Internet (Esare et al., 2012). E-commerce allows businesses to grow more easily in the global market and opens up new ways for companies to communicate information with consumers, suppliers, and other stakeholders (Tai, 2022).
Small and Medium Enterprises
In recent years, the importance and role of small and medium enterprises have been increasing, both in industrialized and developing countries. With the advent of new technologies, there have been transformations in production and the methods of it, distribution, and organizational structure of companies. It is essential for small and medium enterprises to use AI tools to obtain maximum value and competitive advantage, which includes reducing human errors, analyzing customer data, and providing highly efficient services. AI also helps in providing new and intelligent innovations that serve both institutions and customers, such as sales forecasting and attracting more customers (David at al., 2023).
Research Methodology
This study adopts a quantitative approach using a questionnaire to obtain data from officials in small and medium enterprises. It aims to investigate the factors associated with the adoption of AI in the field of e-commerce, while considering the relevant literature to improve the study results. Data for this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium-sized enterprises in Iran working in e-commerce. The sample focused on store owners and supervisors regarding their main occupations. The e-store owners were contacted through visits to the small and medium-sized enterprises, as well as through phone calls, WhatsApp, and email to encourage participation in the survey.
Research Findings
Structural equation modeling was used to analyze the data collected from the questionnaires and test the hypotheses. Based on the data analysis, the results of structural equation modeling showed that entrepreneurial orientation has a positive and significant effect on the adoption of AI-based e-commerce. The findings indicate that dynamic capabilities have a very positive and significant effect on the adoption of AI-based e-commerce. These findings emphasize that dynamic capabilities, such as the ability to learn quickly, adaptability, and continuous innovation in SMEs, can play a key role in the adoption and effective use of AI-based e-commerce. The results showed that the adoption of AI-based e-commerce has a positive and significant impact on the business performance of SMEs. This indicates a very strong and significant effect of this relationship. These findings emphasize that the adoption of new technologies such as AI can significantly improve the business performance of companies. In particular, companies that exploit AI-based e-commerce will be able to optimize their processes, reduce costs, and generally achieve economic advantages in competition with other companies.
Conclusion
This research shows that SMEs need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt AI in e-commerce. Dynamic capabilities, as the ability of an organization to reconfigure resources, adapt to changes, and exploit new opportunities, are considered key factors in the adoption of new technologies. The results of the present study emphasize that companies with stronger dynamic capabilities are able to integrate AI into their business processes more effectively, which leads to improved organizational performance.
From a practical perspective, this research shows that in order to optimally utilize AI, small and medium-sized enterprises should focus on developing their dynamic capabilities and strengthening an entrepreneurial culture. Investing in employee training, developing agile strategies, and creating support structures for innovation can help to more effectively adopt this technology. From a theoretical perspective, this study highlights the role of dynamic capabilities and entrepreneurial orientation in the adoption of digital technologies and establishes a link between the strategic management, entrepreneurship, and digital transformation literature.
The present study aimed to provide a model to investigate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium-sized enterprises in Iran. The results of this study are consistent with the results of Salah et al., (2024), Wei et al., (2022), Palataeka et al., (2023), Yang et al., (2024), Stalings et al., (2024), and Cabrit et al., (2024). The findings show that small and medium-sized enterprises need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt artificial intelligence in e-commerce. Dynamic capabilities, as the ability of the organization to reconfigure resources, adapt to changes, and take advantage of new opportunities; are considered key factors in the adoption of new technologies.
Finally, this study suggests directions for future research; including examining the impact of other organizational and environmental factors on AI adoption, analyzing the role of government policies and financial support in the development of digital technologies, and studying the long-term impact of AI on the sustainability of small and medium-sized businesses. Also, conducting comparative research across industries can help to better understand the structural and strategic differences in the adoption of this technology. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The main objective of this research is to identify and prioritize factors affecting the development of Internet of Things (IoT)-based businesses in Iran. This research is applicable in terms of purpose, and descriptive and survey in terms of methodology. It was conducted using content analysis method and in two qualitative and quantitative stages. In the qualitative stage, the required data were collected and analyzed by using semi-structured interviews with 8 experts in the field of information technology in Kermanshah science and technology parks and professors working in related universities. In this stage, 6 main factor categories were identified, including financial-economic, technological, cultural-social, political-legal, human, and managerial factors, as well as 22 sub-criteria. In the quantitative stage, the factors were prioritized using the Analytic Hierarchy Process (AHP) technique and Expert Choice software. The research findings showed that among the factors affecting the development of IoT-based businesses, the financial-economic factor has the highest priority, and the managerial factor has the lowest.
Introduction
The evolution of the Internet began with the connection of computers. Later, many computers were connected to each other, creating the World Wide Web. Then, mobile devices were able to connect to the Internet, which led to the mobile Internet technique. People began to use the Internet through social networks. Finally, the idea of ​​connecting everyday objects to the Internet was proposed, which led to IoT technology (Internet of Things). When the concept of such a connection emerged, various companies focused on it and tried to recognize its importance and began to identify its role and future aspects related to it. Then these companies began to invest in this area in different periods but at certain intervals (Korade et al., 2019). From an economic perspective, the Internet of Things can transform business models and provide new solutions for creating added value. Using data generated by IoT devices, digital businesses can better understand customer needs and optimize their products and services (Manyika et al., 2015). Due to the increased productivity resulting from IoT, many advanced countries such as the United States and Japan have developed special strategies for the development of this technology (Lee et al., 2019). According to research, the market size of IoT equipment in 2018 was nearly $2 billion, which is expected to reach more than $11 billion by 2026 (Wang et al., 2021). In Iran, several studies have examined the capabilities of the Internet of Things in various fields and emphasized its importance in economic development and improving productivity (Razavi et al., 2019). Given the increasing importance of the Internet of Things in the future of the digital economy, it is necessary to identify and analyze the key factors affecting the development of businesses related to this technology in a scientific and systematic manner in order to provide a basis for effective planning and policymaking. Despite the efforts made, a review of the research background shows that previous studies have had a limited focus on identifying the factors affecting the development of these types of businesses or have not conducted a comprehensive and structured study of them. The present study seeks to fill this gap and was designed and presented with the aim of providing a scientific framework for it; therefore, this study seeks to answer the question from a perspective different from previous studies: what are the factors affecting the development of IoT-based businesses and what is their priority?
Theoretical Framework
The Internet of Things is a conceptual paradigm that connects billions of Internet-enabled devices to exchange data between themselves and their environment and enable intelligent interactions. This paradigm is a digital-physical infrastructure that establishes a connection between the physical environment and digital systems (Whitmore, 2015).
Ajalli et al., (2023) examined how the Internet of Things affects human resource management in the Fourth Industrial Revolution. This study states that the Internet of Things, as a paradigm in which objects equipped with sensors, actuators, and processors communicate with each other, enables the creation of digital workflows and the simplification of human resource management processes. These findings are important for the development of IoT-based businesses, because using this technology to simplify processes and increase efficiency can help improve organizational performance, including in the field of human resource management.
Rezaei et al., (2022) examined the role of artificial intelligence in optimizing IoT data and its impact on Iranian businesses. The results of this study showed that integrating IoT and artificial intelligence can create a significant competitive advantage for businesses. This study used the Big Data analysis method to examine the effects.
Khan et al., (2024) in a study titled IoT Adoption in the Fourth Industrial Revolution showed that success in implementing IoT requires combining it with complementary technologies such as AI, big data, and cloud computing; and factors such as digital infrastructure, human resource skills, and cybersecurity are influential.
Prasetyo et al., (2023) studied the key success factors in implementing the Internet of Things in Indonesian automotive companies, and the results showed that factors such as strategic alignment with organizational goals, top management support, technology readiness, employee training, supply chain digitization, and the use of smart products play a decisive role in the success of implementing the Internet of Things.
Research Method
This research is applicable in terms of purpose, and descriptive and survey in terms of methodology. It was conducted using the content analysis method. The statistical population of this study included experts and specialists in the field of information and communication technology who were working in companies present in science and technology parks and university growth centers. The statistical sample in the qualitative section included 8 experts and specialists selected from the Kermanshah Science and Technology Park, Kermanshah Innovation Factory, and professors at Razi University of Kermanshah. The sampling method was snowball sampling. The statistical sample in the quantitative part consisted of 15 people, 6 of whom were the same participants in the interview and 9 others were selected from among the experts and specialists and added to them.
Research findings
After a careful and meticulous review of the interviews and content analysis, the main codes and concepts were extracted. The extracted codes were analyzed in the first coding stage and evaluated several times to extract categories from it. After identifying; 6 main factor categories and 22 sub-criteria was obtained, and in the next stage, the Analytic Hierarchy Process (AHP) method was used for quantitative analysis. 15 questionnaires were distributed among the experts, and pairwise comparisons were made with the Expert Choice software.
Conclusion
The results of this study are consistent with the findings of many previous studies. Specifically, the role of economic investment, the importance of technological infrastructure, and the effect of education and awareness on the adoption of the Internet of Things has also been confirmed in the studies of Hossain et al. (2015), Zhang et al. (2021), Li et al. (2020), and Khan et al. (2019). Also, the impact of sanctions and legal problems on the development of this technology in Iran is consistent with the results of Wang et al. (2020). Studies such as Camarinha-Matos et al. (2009) and Sadeghi et al. (2020) also consider the role of organizational cooperation in the success of IoT-based businesses to be similar to the findings of this study.
According to the results of this study, one of the solutions used in the world in the field of IoT businesses and their development is the use of venture capitalists. Despite economic and political problems at the international level prevent the introduction of new technologies and the country's synchronization with them, a country like Iran, which has a large workforce of experts in various fields of information technology; however, needs to find new ways to improve its economy and its position in the international arena; therefore, the importance of the Internet of Things for a country like Iran is obvious and can play a role in all fields. On the other hand, West Asia and North Africa are currently the second largest Internet of Things market, which the UAE, Saudi Arabia and Turkey have taken over. While Iran can be a developer and play a decisive role in the heart of this region and earn significant profits and thereby bypass sanctions.
Iran also has the largest number of metropolises in the Middle East, in which cities such as Tehran, Mashhad, Isfahan, etc. are always struggling with optimal urban management. Becoming smart cities, using smart cars and home appliances connected to the Internet of Things can play a significant role in improving and preventing the problems caused by them.
One of the most important reasons given for the incorrect and late functioning of Internet-connected objects is the slowness in sending them in these fields. By developing smart networks based on the Internet of Things, such problems can be overcome.
Businesses and stakeholders should pay special attention to investing in information and communication technology infrastructure to be able to benefit from the benefits of the Internet of Things. Businesses themselves should pay attention to continuous research and development in the field of the Internet of Things to be able to keep up with rapid technological changes. Designing and implementing training programs for employees and users can help improve their awareness and capabilities in using the Internet of Things.
Creating and strengthening cooperation networks between businesses and different organizations can help exchange information and resources. Businesses should also pay special attention to collecting and analyzing customer feedback to be able to better identify their needs and improve their services. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study was to design an influencer marketing model based on the behavior of mountaineering product consumers with a data-based approach. The research method was qualitative and based on grounded theory. The statistical population included experts in the field of influencer marketing evaluation, faculty members, marketers, and manufacturers of mountaineering products. Sampling was purposefully conducted using the data saturation technique, and 12 people were selected for in-depth semi-structured interviews. Data analysis was conducted using the grounded theory method. The findings showed that 46 initial codes were extracted in the form of 15 main categories, which are: perceived credibility and expertise, value alignment, content quality and honesty, characteristics of the mountaineering community, nature of mountaineering products, advertising saturation in social networks, previous consumer experience, level of personal knowledge and expertise, perceived risk, mutual verification, direct communication and observation, use of established influencers, increase or decrease in trust in the influencer, change in attitude towards the brand, and decision to buy or not to buy. The results showed that the impact of influencers on consumer behavior is very deep and fundamental, depending on the characteristics of the target population such as children, adolescents, women and men. The findings can help brands and marketers to create more effective interaction with audiences and improve influencer-based marketing strategies by identifying effective criteria.
Introduction
Today, social media is known as the turbulent helm of the Internet; media that are based on web technology and play a fundamental role in the world's media equations by virtual sociality (Karimi et al., 2025). Based on Matthews' theory (2012), in the article Guide to Identifying Influencer Goals, it has been determined that consumers trust third-party recommendations (influential person) on a blog or Instagram or all social networks more than their paying attention to a brand (Duh et al., 2021). Social media influencers can be connected as friends or consumers in order to achieve the marketing goals of a brand and, due to their reputation, they can bring together not only fans of their specific field of activity but also a wide network of followers in their virtual space and, by taking advantage of their influence, direct people to the website or product of the related brand and increase the volume of social media exposure and introduce and promote the company's product through their recommendation or story according to their experience with the product or the manufacturer (Masoumi et al., 2023).
On the other hand, sport has entered the field of economic science and art by introducing its new social values. The obvious and hidden attractions resulting from this development have aroused feelings and created certain tendencies among all societies towards sporting events (Zeithaml & Bitner, 2023). In order to effectively achieve global trade, sports and non-sports marketing organizations (including mountaineering disciplines) have greatly benefited from marketing opportunities such as sponsors of sports competitions, broadcasting rights and product endorsements by athletes and "social media influencers" in the field of marketing mix and consumer behavior (Alidoost Zoghi et al., 2021). When a product is noticed and supported by a famous sports star, effective conditions will be provided for persuading fans and others to buy that product through psychological connection with fans. In other words, a product based on the advertising or emphasis of a social media sports influencer will have two characteristics: uniqueness and value among his fans and followers in the online space. Accordingly, marketers and stores of sports products such as mountaineering products are seeking to improve marketing programs in order to increase sales of their products, control consumer behavior and have greater coordination between the consumer and the products produced by their brand, which is being formed and developed by influencers on social media (Khosravi et al., 2023). A review of research conducted in this field indicates that despite the increasing use of the effective capacities and capabilities of "social media influencer marketing on consumer behavior", there are no precise criteria for measuring this type of marketing, and due to the new emergence of this phenomenon in the field of sports products, especially mountaineering products, deep and extensive research has not been conducted (Anggraheni & Haryanto, 2023). Accordingly, the researcher aims to design and explain the influencer marketing evaluation model based on the consumer behavior of mountaineering product users, taking into account the aforementioned issues and based on issues such as the fundamental challenge of marketers and researchers in identifying influencer marketing criteria and indicators and the lack of specialized knowledge in this field, and the measurement and evaluation model for social media influencer marketing in the field of mountaineering and sports products using the data-based method to show what the influencer marketing evaluation model is based on the consumer behavior of mountaineering product users; and how the causal conditions, background conditions, intervening conditions, strategies, and consequences of the influencer marketing evaluation model based on the consumer behavior of mountaineering product users will be explained.
Theoretical Basis
Influencer Marketing
Influencer marketing is a marketing strategy in which businesses collaborate with influential people on social networks or other platforms to introduce and sell their products, services, or brands to the influencer's audience (emad et al., 2024). Influencer marketing is not limited to a specific medium or platform, but many people recognize and apply the concept more in the social media space (pick et al., 2021).
Consumer Behavior
Consumer behavior refers to the actions of individuals or groups in acquiring, consuming, and disposing of economic goods and services, including the decision-making processes before and after these actions. Consumer behavior is the study of consumers and the processes they use to select, use (consume), and dispose of products and services, including consumers' emotional, mental, and behavioral responses. Consumer behavior includes ideas from several sciences, including psychology, biology, chemistry, and economics. Consumer behavior is the study of how individuals, groups, and organizations purchase, use, and consume ideas, goods, and services to satisfy needs and wants (Divandari et al., 2023).
Kamali et al. (2025) investigated “Factors Affecting Intention to Purchase FMCG from Online Retailers (Case Study: Kale Dairy Products)”. This research was conducted using a descriptive-survey method and structural equation modeling. The results showed that situational variables such as system quality and product familiarity have a significant effect on perceived usefulness, but they had no effect on perceived hedonicity. It was also found that perceived usefulness and hedonicity mutually affect each other and both have a positive effect on consumers’ purchase intention.
Abrood et al. (2024) investigated the “Effect of Social Media Marketing on Consumer Behavior with Respect to the Mediating Role of Brand Value”. The descriptive-correlational research method and data analysis were conducted using path analysis. The results showed that social media marketing has an effect on consumer behavior. However, entertainment did not have a significant effect on brand awareness and image, and favorable information only had a positive effect on brand image. Also, word-of-mouth marketing had a significant effect on brand awareness and image. Finally, both brand awareness and image had a positive and significant effect on brand preference and brand loyalty.
Research Method
The present study was qualitative and based on Grounded Theory. The statistical population included experts in the field of influencer marketing, faculty members, marketers, and manufacturers of mountaineering products. Twelve people were selected by purposive sampling and using the data saturation technique. Data were collected through semi-structured in-depth interviews and continued until information saturation was reached.
Data analysis was conducted using the Strauss & Corbin (1998) method and three stages of open, axial, and selective coding. In open coding, interview phrases were transformed into abstract concepts; in axial coding, concepts similar to composition and components were formed; and in selective coding, final categories including causal, contextual, intervening factors, strategies, consequences, and central phenomenon were extracted.
To increase the validity of the research, criteria of validity, reliability, verifiability, and transferability were used. The opinions of professors and colleagues were considered in reviewing the codes and analyses, and all stages of the research were documented to provide verification and replication.
Findings
The research shows that influencer marketing plays an important role in shaping consumer behavior of mountaineering products. The effect of this marketing depends on the influencer's credibility and expertise, value alignment, content quality, customer experience and knowledge, and risk perception. Effective engagement and the provision of authentic content increase trust, change brand attitudes, and purchase decisions. Strategies such as direct observation, verification, and leveraging established influencers enhance marketing effectiveness. This research provides a practical and theoretical framework for designing and evaluating influencer-based marketing.
Discussion and Conclusion
The present study aimed to design an influencer marketing model based on the behavior of consumers of mountaineering products and was conducted with a grounded theory approach. The findings showed that in the field of specialized and high-risk products such as mountaineering equipment, the success of influencer marketing does not depend solely on their reputation or number of followers, but rather on the authenticity, honesty, and effectiveness of the content produced by the influencer. Experienced consumers make their purchase decisions based on their perception of the expertise and real credibility of influencers, and their trust in the experience and technical knowledge of these people plays a central role in the effectiveness of marketing messages.
Data analysis showed that the three main factors of "perceived credibility and expertise", "value alignment", and "content quality and honesty" have the greatest impact on consumer behavior. Consumers respond positively to marketing messages when the influencer has practical experience in mountaineering, provides expert and honest content, and their ethical values ​​and lifestyle are consistent with their own. These findings are consistent with research by Anggraheni & Haryanto (2023), Yazdani Kachuei et al. (2022), and Masoumi et al. (2023), and confirm the importance of expert trust and value congruence in forming consumer loyalty and emotional attachment.
Contextual factors, including characteristics of the mountaineering community, the nature of products, and advertising saturation on social networks, as well as intervening conditions such as personal experience and knowledge, and perceived risk, play an important role in evaluating advertising messages. Consumers make their purchase decisions using strategies such as verification, comparison of different sources, and actual observation.
Finally, the final research model showed that the perception of authenticity and effectiveness of influencers’ messages is affected by causal, contextual, and intervening factors, and by adopting specific strategies, it leads to outcomes such as increased or decreased trust, changed brand attitude, and purchase decision. These results are consistent with the findings of Emad et al. (2024) and Divandari et al. (2023) and show a new dimension of trust in influencers’ experience and expertise in specialized sports markets. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The present study was conducted with the aim of investigating the effect of knowledge management strategies for reducing organizational trauma with respect to the mediating variable of emotional intelligence in small and medium businesses in Anar County. This research is applicable in terms of its purpose, and descriptive in terms of its type and nature. The statistical population of this study includes 250 employees of small and medium businesses in Anar County. Due to the relative limitation of the statistical population, all its members were selected as a sample, and questionnaires were distributed and collected among them using the census method. To determine the validity of the questionnaires, the content validity ratio (CVR) and content validity index (CVI) were used. Finally, Cronbach's alpha coefficient was used to determine the reliability of the questionnaires. In order to examine the research hypotheses, structural equation modeling (SEM) through Smart PLS software was used. Based on the results, knowledge management strategy has a significant effect on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses.
Introduction
In organizations, knowledge management strategy and emotional intelligence are key factors for reducing organizational trauma. Organizational trauma refers to the negative effects of traumatic events on individual and organizational performance, which can lead to a decrease in employee trust and motivation. Knowledge management includes the processes of creating, collecting, and sharing knowledge that can lead to competitive advantage, and is divided into two types of explicit and tacit knowledge. Emotional intelligence is related to the ability to understand and manage one's own and others' emotions and can facilitate the improvement of personal relationships and employee resilience. Combining knowledge management strategies and strengthening emotional intelligence can create a healthier work environment and make employees more resilient to traumatic events (Moallemian & et al., 2021). In today's world, especially in small and medium-sized businesses, psychological pressures and organizational crises have increased, and organizational trauma can lead to reduced productivity and burnout. Knowledge management as a strategic approach can help reduce organizational trauma by facilitating the flow of information and enhancing learning. Also, emotional intelligence as a mediating factor can strengthen the effectiveness of knowledge management in reducing organizational trauma. This research focuses on small and medium-sized businesses and identifies effective mechanisms in reducing psychological harm, while also paying attention to the lack of studies in this field (ILO, 2023). The results of this research will not only help improve mental health and increase productivity in SMEs, but can also be a model for other organizations in dealing with crises and human knowledge management; in other words, researchers seek to answer the question: does knowledge management strategy have a significant effect on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses?
Theoretical foundations
Knowledge management
Today, human life is influenced by cyberspace and new concepts such as knowledge-based society and knowledge management. The emergence of knowledge management as a response to organizational changes and knowledge-based jobs has led to flatter structures and reduced bureaucracy. These changes have necessitated the need for innovation and increased learning in organizations and have exacerbated the uncertainty of the business environment. Knowledge management is divided into two types of knowledge:
Explicit knowledge: objective and expressible knowledge available in information systems, documents, and databases.
Implicit knowledge: informal and experiential knowledge that is in the minds of individuals and is difficult to transfer (Behboudi & Sohrabi, 2019).
Organizational trauma
Organizational trauma theory addresses the trauma and emotional trauma that organizations experience. Similar to individual psychological trauma, this theory refers to the negative effects of frightening experiences on organizational performance and behavior (Abbasikhah & Behboudi, 2016). Spiegel (2008) defines trauma as a disorder in an individual’s control, and Corsini (2002) considers it the result of painful events that have lasting effects on the individual’s personality. Trauma can reduce an individual’s ability to cope with adverse situations and can lead to symptoms such as desensitization and decreased immunity (Kelly, 2014). Horman and Vivan (2017) define organizational trauma as dysfunctional changes in organizational behavioral patterns that can have negative effects on the development and identity of the organization (Venugopal, 2016). Failure to pay attention to this phenomenon can reduce the organization’s ability to deal with crises (Kleinberg, 2016). Organizational trauma theory is known as a framework for understanding stressors and providing effective solutions for their management (Rozensky et al., 2016). This phenomenon is especially common in service organizations and can create an atmosphere of despair and hopelessness in the organization. Employees in these organizations are affected by the situation, and their skills and motivation may be affected (Jirek, 2020).
Emotional Intelligence
As one of the key topics in psychology, intelligence includes traits and talents that are not directly observable. In 1958, Gardner proposed the theory of multiple intelligences, one of which is emotional intelligence (Kelishami et al., 2016). Mayer and Salovey defined emotional intelligence as the ability to recognize and manage one’s own and others’ emotions (Rezaei Dizgah et al., 2018). Research shows that emotional intelligence can predict mental health and lead to a positive outlook, optimism, and more stable social relationships (Dakal, 2016).
Research Background
Zhang and Zheng (2023) conducted a study entitled “Investigating how emotional intelligence affects knowledge management strategies and its impact on organizational resilience.” The results show that emotional intelligence can act as a mediator in improving knowledge management strategies.
Mohammad and Ali (2022) conducted a study entitled Investigating the Effect of Knowledge Management Strategies on Reducing Organizational Trauma and the Mediating Role of Emotional Intelligence. The results indicate the importance of emotional intelligence in improving the positive effects of knowledge management.
Research Methodology
This study is "applicable" in terms of its purpose, and "descriptive" in terms of the method of data collection. The statistical population of this study included 250 employees of small and medium-sized businesses in Anar County. Given the relative limitations of the statistical population, all its members were selected as a sample and a questionnaire was distributed and collected among them using the census method. 8 items and 2 components (written knowledge management strategy, personal knowledge management strategy) were extracted from the Knowledge Management Strategy Questionnaire by Lopez-Nicolas and Merono-Cardin (2011);, 22 items and 5 components (goals, structure, technology, people, environment) from Organizational Trauma Questionnaire (Dihim and Dolati, 2017); and 28 items and 4 components (self-awareness, self-management, social awareness, relationship management) from Bradbury and Graves' (2004) Emotional Intelligence Questionnaire. Also, the Content Validity Ratio (CVR) and Content Validity Index (CVI) were utilized to determine the validity of the questionnaires. Finally, Cronbach's alpha coefficient was used to determine the reliability of the questionnaires. Structural equations were used to analyze the data and examine the relationships between variables. This method allows us to examine the direct and indirect effects of variables and identify more complex structures. The use of structural equations in this study helps to comprehensively and accurately analyze the relationships between knowledge management strategy, emotional intelligence, and organizational trauma.
Findings
There is a significant effect between knowledge management strategy on reducing organizational trauma with respect to the mediator variable of emotional intelligence in small and medium-sized businesses.
The path coefficient of the variable between knowledge management strategy and organizational trauma in small and medium-sized businesses is -0.520, and the t-statistic is -4.902. The path coefficient of the variable between knowledge management strategy and emotional intelligence in small and medium-sized businesses is -0.968, and the t-statistic is -13.768. The path coefficient of the variable between emotional intelligence and organizational trauma in small and medium-sized businesses is -0.751, and the t-statistic is -6.445. Therefore, there is a significant effect between knowledge management strategy on reducing organizational trauma with respect to the mediating variable of emotional intelligence in small and medium-sized businesses.
Discussion and Conclusion
The main objective of this study was to investigate the effect of knowledge management strategies on reducing organizational trauma with respect to the mediating role of emotional intelligence in small and medium-sized businesses. The results of the main hypothesis showed that knowledge management strategies lead to an increase in the emotional intelligence of employees and, as a result, organizational trauma is reduced. These findings are consistent with the results of previous research of Moallemian et al. (2021) and Karimian Eqbal (2019), and emphasize the importance of knowledge management and emotional intelligence in reducing organizational trauma. Based on the studies conducted, it can be concluded that knowledge management strategies not only help reduce organizational trauma, but also play a positive role in strengthening the emotional intelligence of employees. These communications can help small and medium-sized business managers to improve organizational conditions and prevent the occurrence of organizational trauma by effectively applying these strategies. Knowledge management strategies include collecting, storing, and sharing information and knowledge in organizations. These strategies can help reduce organizational trauma because they increase the sense of security and trust in employees by creating a learning culture and improving internal communications. The results of this study are consistent with the results of Morris et al. (2021) and Johnson et al. (2021).
Knowledge management strategies can help develop emotional intelligence in employees. By providing learning opportunities and sharing experiences, employees can strengthen their social and emotional skills. The results of this study are consistent with the results of Smith et al. (2020) and Nicholas et al. (2019).
Emotional intelligence is known as a key factor in managing stress and coping with challenges. People with high emotional intelligence are better able to cope with organizational pressures and prevent organizational trauma. The results of this study are consistent with the research of Harris et al. (2020) and Garcia et al. (2019). Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to identify the factors affecting the development of digital entrepreneurship and the launch of sports startups in Iran. The research method is descriptive-survey and based on the structural equation modeling approach. The statistical population of the study consisted of university professors and experts in the field of sports entrepreneurship and startups. The sample size was estimated and selected based on the sufficient number for modeling in PLS software to be 10 to 20 times the number of variables with the most questions (development of digital entrepreneurship and the launch of startups, 12 questions). Of these, 167 questionnaires were fully answered and entered the analysis process. Scientific and executive experts were consulted to assess content validity. Then, composite reliability and construct validity were examined and confirmed in the final stage using PLS software. The results showed that required technology and innovation (0.74), conducting research and development (0.40), obtaining the required capital (0.81), government support and laws and regulations (0.45), marketing and customer acquisition (0.55), and networking and strategic partnerships (0.63) have a significant effect on the development of digital entrepreneurship and the launch of startups. The research findings indicate that the launch of startups is based on several key factors; the connection of these factors shows that success in digital businesses requires the creation of an effective ecosystem in which a culture of innovation and the provision of necessary support exist, and also the ongoing and reciprocal processes between these components help entrepreneurs to succeed sustainably in today's competitive and complex environment.
Introduction
Digital entrepreneurship, as one of the most dynamic economic sectors in the present era, has provided countless opportunities for value creation and transformation in various industries by utilizing modern information and communication technologies. In Iran, despite significant potential in the field of young and educated human resources, the penetration rate of the Internet and smartphones, as well as the growing interest in sports and physical activities, the field of digital sports entrepreneurship is still in its early stages of development (Mandalizadeh et al., 2023). Launching digital sports startups can significantly help solve many of the challenges in the country's sports ecosystem, including limited access to facilities and infrastructure, a shortage of expert coaches, a lack of comprehensive sports management systems, and the need to create more effective communication between activists in this field (Golara et al., 2025).
The main issue of this research is how to develop digital entrepreneurship and successfully launch sports startups in Iran. This involves an in-depth and multifaceted examination of key factors influencing this process. These factors can include technological infrastructure (access to high-speed internet and digital platforms), supportive government policies and regulations (laws related to online businesses, financial and credit support, and licensing facilitation), access to capital (including venture capitalists, accelerators, and investment funds), training and skills development (training in digital entrepreneurship and the skills necessary to develop sports products and services), a culture of entrepreneurship and risk-taking in society, and market potential and consumer needs in the field of sports.
Despite significant potential such as a young and educated workforce, high internet and smartphone penetration, and the growing interest of society in sports; the field of digital sports entrepreneurship in Iran is still in its early stages of development. This situation leads to the loss of many opportunities for innovation, job creation, and improving the quality of sports services in the country. However, achieving this goal requires identifying and carefully examining the factors affecting the development of this type of entrepreneurship, as well as the obstacles to the launch and growth of digital sports startups in the context of Iranian society. Digital sports startups can solve challenges such as limited access to sports facilities and infrastructure, a shortage of expert coaches, the lack of comprehensive sports management systems, and the need to create more effective communication between activists in this field. However, to achieve this goal, it is necessary to accurately and comprehensively identify the factors affecting the development of this type of entrepreneurship and the launch and growth of digital sports startups in the context of Iranian society. Therefore, the researcher in this study seeks to find out: what are the factors affecting the development of digital entrepreneurship and the launch of sports startups in Iran?
Theoretical Framework
Digital Entrepreneurship
Digital entrepreneurship, as an emerging paradigm in the global economy, goes beyond the mere use of digital tools and is rooted in fundamental changes in the way value is created, delivered, and created in the business environment. This concept is based on various theories, including Schumpeter's entrepreneurship theory (innovation and creative destruction), resource and capability theory, and network theory (Ratten & Thompson, 2020).
Digital Entrepreneurship in Sports
Digital entrepreneurship in sports means the use of digital technologies to create, develop, and deliver new sports products and services (Ratten & Thompson, 2020).
Sports Startups
Sports startups are a combination of entrepreneurial principles, technological innovation, and the specific needs of the sports ecosystem. These phenomena can be examined from the perspective of various theories.
Alomar & Alatawi. (2025) in a study titled Assessing the Challenges of Metaverse-Based Digital Entrepreneurship in Saudi Arabia showed that three challenges, namely market fragmentation, technical complexity, and revenue generation and monetization models, were highlighted in the findings as the main influencing factors in the cause group, while the remaining five challenges; infrastructure and connectivity, social and ethical considerations, user acceptance and interaction, privacy and security, and intellectual property protection were classified in the disabled group and were significantly affected by the challenges in the cause group.
Zeynalov & Doğantan. (2025) conducted a study titled The Effect of Digital Literacy and Entrepreneurship Education on Digital Entrepreneurship Intention with the Mediating Role of Personal Innovation. The statistical sample of this study consisted of active undergraduate and associate students enrolled in the tourism programs of Anadolu University Open Education System. A total of 382 valid questionnaires were received from the students. The reliability and validity of the model were assessed through confirmatory factor analysis. Partial least squares structural equation modeling was used to test the hypotheses. The results show that digital literacy, entrepreneurship education, and personal innovation are important factors in increasing the entrepreneurial intention of tourism students.
Research Methodology
This research is "applicable" in terms of its purpose, "descriptive-survey" in terms of its data collection method, and is based on structural equation modeling. The statistical population of the research consists of university professors and experts in the field of sports entrepreneurship and startups. A sufficient number of statistical samples were selected and surveyed in a purposeful and accessible manner to test the model (167 people). The Kolmogorov-Smirnov test was used to test the naturalness of the data. Based on the results of the Kolmogorov-Smirnov test, considering that the significance level of all variables is less than 0.05, the assumption of normality of all variables is rejected at a 95% confidence level and therefore all variables are non-normal; As a result, the confirmation of the relationships between variables and factors is done through confirmatory factor analysis and structural equation modeling technique using Smart PLS3 software, which is a variance-based path modeling technique and allows the examination of theory and measures simultaneously. This method is used in cases where the model is complex or the sample size is small or the distribution of variables is not normal.
Research findings
The DENP method (a combination of DEMTEL and the Analytic Network Process (ANP)) was used to prioritize the effective factors. The results showed that membership, faith, altruism, work conscience, organizational commitment, chivalry, respect and honor, civic virtue, conscientiousness, and performance feedback are in the first to tenth priority, respectively.
Conclusion
The present study aimed to investigate the factors affecting the development of digital entrepreneurship and the launch of sports startups in Iran. The results of this study are consistent with the results of Yarahmadi et al. (2021), Goodarzi et al. (2023), Mohammadi et al. (2023), Alomar & Alatawi (2025), Dabbous et al. (2023), Pirjamadi et al. (2022), Ratten (2021), Ramzaninezhad et al. (2019), Negahdari et al. (2019), Nazemian Ardekani et al. (2023), and Zhou & Cen (2024). In general, it can be said that the development of digital entrepreneurship and the launch of startups is based on several key factors. These factors include technology and innovation, research and development, fundraising, government support and regulatory frameworks, marketing strategies, and effective networking relationships. The combination of these factors shows that success in digital businesses requires the creation of an effective ecosystem in which there is a culture of innovation and the provision of necessary support. The ongoing and reciprocal processes between these components help entrepreneurs to succeed sustainably in today's competitive and complex environment.
Considering the results of this research, the following suggestions are made:
 - The government and responsible institutions should strengthen digital and information technology infrastructure so that entrepreneurs can optimize their processes using modern tools.
 Allocating financial resources and facilities to researchers and innovators to develop new products and services in order to create new markets and improve quality can have a significant impact.
 Setting up venture capital funds and facilitating access to capital through government and private programs can help early-stage entrepreneurs. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.