Journal of New Approaches in Management and Marketing

Abstract The purpose of this article is to develop a coherent conceptual framework for the typology of consumer behavior during the processing of packaging information, with a particular focus on the cultural and social characteristics of the Iraqi market. Using a theoretical‑analysis and literature‑synthesis approach, this study addresses the existing gap in the classification of message‑processing patterns.

The proposed framework is built on two key dimensions—“depth of information processing” (shallow vs. deep) and “focus domain” (cognitive vs. affective)—resulting in the identification of four distinct behavioral types: the Cautious Analyst, the Committed Evaluator, the Minimal Seeker, and the Environmental Scanner.

Drawing on cultural theories (such as high‑context culture and collectivism), conceptual hypotheses are formulated suggesting that the prevalence and behavior of each type in Iraq are strongly shaped by social trust (source credibility) and group‑identity requirements, rather than solely by explicit textual messages on packaging.

The findings offer essential managerial insights for designing effective packaging that aligns with the region’s cultural norms.

Abstract The banking sector is undergoing a fundamental transformation driven by the integration of artificial intelligence into financial service processes. AI enhances operational efficiency, risk management, and customer interaction. Accordingly, the present study was conducted with the aim of developing an AI‑based model for Rafidain Bank, supported by the assurance of strengthened marketing capabilities, using an emergent grounded‑theory strategy.

The study population consisted of fifteen Rafidain Bank managers and experts, along with academic elites in Iraq, who were selected through snowball sampling and participated in semi‑structured interviews. The collected data were analyzed through three stages of open, axial, and selective coding, using MAXQDA 2024 and relying on latent content analysis techniques.

The findings led to the development of conceptual categories including AI adaptability, AI sustainability, AI user experience, AI capability, the bank’s future‑orientation, AI knowledge, and effective bank performance, resulting in ten novel core hypotheses among these constructs.

The results demonstrate that AI‑driven marketing capabilities are becoming increasingly prominent and serve as the primary antecedents of effective performance for Rafidain Bank in this study.

Abstract At the dawn of the twenty‑first century, the rapid surge in information and communication technologies and Industry 4.0 digital innovations led to the widespread adoption of smart home technologies across societies, creating a major transformation in the housing sector. Accordingly, the present study sought to develop a grounded theory model of the social acceptance of smart home technology among Iraqi consumers, based on an interpretivist paradigm.

The study’s statistical population consisted of fifteen experts in smart home technology and university faculty members specializing in marketing. Participants were selected using the snowball sampling method and took part in semi‑structured interviews. The collected data were analyzed using the latent content analysis technique in MAXQDA 2024 through three stages of open, axial, and selective coding.

The findings led to the emergence of several key conceptual categories: smart home technology acceptance, perceived trust and security, lifestyle‑integration behaviors, economic decision‑making, and responses to social influence. Based on these categories, seven new core hypotheses were formulated. The results demonstrated that the central category, “social acceptance of smart home technology,” represents a multidimensional construct shaped by cognitive, social, and innovation‑related factors.

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

Abstract Abstract The aim of this study is to investigate the impact of customer experience of artificial intelligence on customer electronic satisfaction, customer trust in online shopping, and customer online shopping intention. The statistical population of this study consists of customers of Alborz Insurance Company throughout Iran. The sampling method was non-randomly available and the electronic questionnaire was distributed among customers through social networks (Telegram, ETA, and Instagram) by the admin of Alborz Insurance agencies. After collecting 385 questionnaires, the distribution process was stopped. The data collection tool was a standard questionnaire with 18 customer-specific questions, the validity and reliability of which have been confirmed. The collected data were analyzed using descriptive statistics and inferential statistics. Frequency and frequency percentage indices were used at the descriptive statistics level; and Pearson correlation coefficient, structural equation model, and path analysis were used at the inferential statistics level. For this purpose, SPSS and LISREL software were used. The results of the analyses showed that customer experience of artificial intelligence has a positive and significant effect on all three research variables, namely electronic satisfaction, customer trust in online shopping, and online shopping intention. The highest effect, with a path coefficient of 0.81, was related to the effect of customer experience of artificial intelligence on online shopping intention. In general, artificial intelligence, while improving the quality of customer experience, has a significant effect on key variables in online consumer behavior. Introduction Today, with the spread of information technology in the world and its rapid entry into everyday life, e-business has replaced traditional methods. In the last few years, the growth of cyberspace and businesses that operate on the Internet has been reported to be multifold, which has also led to the expansion of Internet-based commercial activities. The Internet has become a key tool, which can be called a strategic weapon by anybody; a tool that can simultaneously increase consumer trust and answer their questions, given the current competitive environment (Scott, 2015). The Internet has created a wide horizon for business, especially electronic services worldwide. Retailer websites are an important interface between retailers (banks and insurers) and their customers (van de Ven, K., & Koenraadt, R, 2017). Internet and online businesses offer different products and services compared with traditional businesses. Because of the product choices available on the Internet, advertising on social networks is important in enabling customers to make purchasing decisions (Wang et al., 2016). Although the impact of AI in the insurance industry may not be as tangible as in agriculture, cancer diagnosis, military industries, automotive, construction, etc., it can be claimed that this technology has given speed, accuracy, and security to industries such as banking, information technology, insurance, etc. One of the biggest challenges in this field can be considered detecting complex frauds and discovering false claims in the insurance industry. These frauds include fake accidents, arson, false stolen property, multiple repair and medical bills, etc. By using AI in the insurance industry, operational efficiency can be improved, wrongly paid claims can be limited, total payments can be reduced, and the company's profits can be increased. By relying on AI, insurance companies can consider more competitive prices for their insurance products and offer more personalized services to their customers. In the past, insurers needed customer information to assess insurance risks, although in some cases, due to the dishonesty of individuals, incorrect risk assessment was not possible. But now, with the advancement of machine learning and artificial intelligence, insurers have access to more accurate information sources. For example, in the housing sector, insurance companies can use artificial intelligence to obtain information about the geographical location, marital status and the likelihood of claiming damages from individuals. Also, today, technological developments, especially in the field of telecommunications and information technology, have revolutionized the industry of providing online services such as mobile applications and smartphones. This has changed customer satisfaction from traditional satisfaction to electronic satisfaction, and companies should pay attention to electronic satisfaction in addition to physical satisfaction of customers when measuring customer satisfaction. In fact, the importance of customer satisfaction in an electronic and service environment has been confirmed by marketing studies (Al-dweeri et al., 2017). Satisfaction leads to strong repurchase behavior in the future and also leads to increased sales and profits of the organization and improves the market value for an organization. In the offline environment, customer satisfaction is defined as an emotional reaction in response to one or more cognitive service encounters (Gera, 2011). It is a reaction that occurs immediately after the point of purchase of products and services (Behjati et al., 2012). In the online context, e-customer satisfaction is defined as the consumer's perceptions of online convenience, commerce, website design, and financial security (Ilgaz, H., & Gülbahar, Y., 2015). Therefore, these days, customers are changing their behaviors dramatically in line with the technology and economic environment of the world. They are acquiring a large amount of information, are familiar with products, and are losing their trust in advertisements. They prefer customized products and services, and change their purchasing channels; therefore, businesses are forced to modify or even change their advertising strategies to cope with the changes, facts, and behaviors of their customers in order to survive (Cui et al., 2018). One of the most common beliefs that consumers have about online shopping is that this type of shopping saves time and money and helps them find products that better match their needs (Punj, 2011). Online shopping decisions are directly influenced by consumers' emotions and their online shopping beliefs about the attractiveness of the website or mobile applications and the style of communication with the e-commerce software with the customer. These emotions and beliefs are vital elements of the image of an online store or mobile application in the minds of customers and are thus able to be a stimulus for online shopping (Alnawas, I., & Aburub, F, 2016, gharibi et al., 2019). Therefore, it can be said that there is a need for research and study in the insurance industry so that insurance companies can study the impact of artificial intelligence on customer trust, attitude and behavior. Therefore, the question of the present research is: What is the impact of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping and customer online shopping intention in the insurance industry? Research literature Concept of artificial intelligence Artificial intelligence is a branch of computer science that attempts to understand the nature of intelligence and produce new intelligent machines that think, respond and perform tasks exactly like humans based on the data given to it. Some activities related to artificial intelligence, such as robotics, speech recognition, image recognition, natural language processing and problem solving, are very technical and specialized. Artificial intelligence refers to the intelligence and capabilities used by machines and computer systems to perform intelligent activities and make decisions. This metadata allows machines to recognize patterns, analyze data, and manage problems (Umamaheswari, S., & Valarmathi, A, 2023). Artificial intelligence is concerned with building computer systems and robots that can understand and learn from their observations. The goal of artificial intelligence is to make machines act like humans. The goal of artificial intelligence in general is to build a machine that can “think” (Al-Sayyed et al., 2021). Artificial intelligence includes a set of techniques and algorithms that enable machines to examine and analyze data, identify hidden patterns in them, and make decisions based on them. Artificial intelligence is a branch of computer science that, inspired by sciences such as cognitive psychology, philosophy, logic, statistics and mathematics, tries to simulate a type of human intelligence and does this through software development (Poole, D. L., & Mackworth, A. K, 2010). Electronic satisfaction  High electronic satisfaction is the key to the success of any retailer operating in the competitive global e-commerce environment. To overcome the barriers to global online shopping, companies must improve satisfaction with their electronic services. Most experienced and successful companies in e-commerce have understood that the success factors are not just the company's presence on the web or low prices, but the delivery of high-quality electronic service. Recent research shows that online customers are willing to pay even higher prices for high-quality electronic services offered by electronic retailers; therefore, online retailers should focus on high-quality e-services during and after the transaction rather than on the transaction itself, in order to build customer trust, loyalty, and retention (Navimipour, N. J., & Soltani, Z, 2016). Trust in online shopping Previous studies also show that lack of customer trust is a major barrier to using online shopping. Internet users do not have sufficient trust in sharing and exchanging information and communication with online sellers (Dwidienawati et al., 2020). Perceived ease of use by the customer plays an indirect role in individuals' intentions to adopt or continue to use e-banking. Another study also found that ease of use has an indirect effect on the use of e-banking as much as initial training (Guriting & Ndubisi, 2006). If a person is familiar with the Internet and uses it regularly, they are likely to have a higher level of organizational trust than someone who has not had previous experience using the Internet. As a result, the experience of using the Internet will increase organizational trust (Eastlick, M. A., & Lotz, S, 2011). Customer Online Shopping Behavior Online shopping environments are specific types of interactions that users turn to fulfill their shopping goals. Online shopping is an activity beyond making a mere purchase and includes skills such as searching for products, working with a computer, etc. (Demangeot, C., & Broderick, A. J, 2007). Online shopping intention, as the most important predictor of actual shopping behavior, refers to the outcome of customers' evaluation of criteria such as website quality, information search, and product evaluation (Martins et al., 2023). Conclusion and Discussion The present study, which was conducted among Alborz Insurance customers across Iran, examined the effect of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry. The result of the first hypothesis of the study: Customer experience of artificial intelligence has an effect on customer e-satisfaction in the insurance industry. a) Using the Pearson test, the correlation coefficient of customer experience of artificial intelligence and customer e-satisfaction in the insurance industry is 0.75, which indicates a positive and significant effect of customer experience of artificial intelligence on customer e-satisfaction in the insurance industry. b) Considering the path coefficient of 0.78 and the t-statistic of 16.84, it can be said that at a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer e-satisfaction in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the second hypothesis of the research: Customer experience of artificial intelligence has an effect on customer trust in online shopping in the insurance industry. A) Using the Pearson test, the correlation coefficient between customer experience of artificial intelligence and customer trust in online shopping in the insurance industry is 0.73, which indicates a positive and significant effect of customer experience of artificial intelligence on customer trust in online shopping in the insurance industry. B) Considering the path coefficient of 0.72 and the t-statistic of 11.63, it can be said: At a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the third hypothesis of the research: Customer experience of artificial intelligence has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.81, which indicates a positive and significant effect of customer experience from artificial intelligence on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.81 and the t-statistic of 19.00, it can be said that at a 99% confidence level, customer experience from artificial intelligence has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the fourth hypothesis of the research: Customer e-satisfaction has an effect on customer trust in online shopping in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.68, which indicates a positive and significant effect of customer e-satisfaction on customer trust in online shopping in the insurance industry. b) Considering the path coefficient of 0.69 and the t-statistic of 12.06, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the fifth hypothesis of the research: Electronic customer satisfaction has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.79, which indicates a positive and significant effect of electronic customer satisfaction on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.66 and the t-statistic of 41.52, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the sixth hypothesis of the research: Customer trust in online shopping has an effect on customer online shopping behavior in the insurance industry. A) Using the Pearson test, the correlation coefficient between these two variables is 0.75, which indicates a positive and significant effect of customer trust in online shopping on customer online shopping behavior in the insurance industry. B) Considering the path coefficient of 0.64 and the t-statistic of 8.46, it can be said that at a 99% confidence level, customer trust in online shopping has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Keshiri et al., (2024); Hemmadi (2023); and Rahmani & Nowzari Jadid (2023). Today, with the spread of internet services and service applications, people of all tastes can compare and purchase different insurance services and, depending on their personal tastes, be satisfied or dissatisfied with their purchase. This satisfaction or dissatisfaction in receiving insurance services is recorded in the form of ratings and comments on mobile applications and social networks, based on which other people purchase services from different insurance companies. Therefore, customer trust and satisfaction with receiving services and even the way in which services are received can affect the customer's intention to purchase online, as in the present study, electronic satisfaction with a path coefficient of 0.66 and online trust with a path coefficient of 0.64 had an effect on the intention to purchase online of Alborz Insurance customers. The time is over when company messages were only about services or products and information was published unilaterally by the company and only what the company wanted to share. With the increasing spread of the Internet in various aspects of life, much research has been conducted to support the encouragement of customers to shop in the electronic and online environment. Considering the characteristics of the electronic environment and the behavioral characteristics of customers, in order to facilitate the customer shopping process, the reasons that cause customer distrust or poor site design and, as a result, customers' lack of purchase in the electronic environment should be investigated and resolved. By relying on the features of challengeability, uninterrupted analysis, the possibility of receiving feedback in time, establishing system interaction, and creating mental images in the electronic and online environment, it is possible to direct the mental structure of customers towards shopping on the Internet and mobile phones and guide their purchase decision-making process. Therefore, considering the impact of customer experience with artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry, Alborz Insurance Company offers the following solutions in this regard: Alborz Insurance Company should design a mobile application for itself with the necessary investment in innovation and quick access, and place accessible user guides as a guide to using self-service technology on its website; it is suggested that a section be set up as an online support on the Alborz Insurance website so that it can answer customer questions 24 hours a day, because some customers may work night shifts and use the Alborz Insurance website more often during these times.

Abstract Abstract The purpose of this research is to investigate the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education. The research is applicable in terms of purpose, descriptive- survey in terms of nature, and of casual type. The statistical population of the research was managers and employees of start-up business companies in Kermanshah province. The sample size is 193 people and sampling method is random cluster. The data collection method was field collection, and the tools used were entrepreneurial development questionnaires (Antonik and Hiserich, 2003), artificial intelligence technology (adapted from Rahimi and Akbari research, 1402), and entrepreneurship training (researcher-made). The method of data analysis was descriptive statistics and inferential statistics (structural equation modeling), using Spss26 and Amos24 software. Sobel's test (t-statistic) was used to investigate the mediator variable. The findings showed that artificial intelligence technology has a significant effect on entrepreneurship development by 86%; and on entrepreneurship education by 83%. Also, entrepreneurship education predicts 11% of the changes resulting from entrepreneurship development. The results indicate that artificial intelligence technology has an impact on the development of entrepreneurship with the mediating role of entrepreneurship education in the start-up businesses of Kermanshah province. Extended Abstract Introduction The development of entrepreneurship is a complex, long-term and inclusive process that plays a significant role in the economic growth and development of countries. Today, entrepreneurship has become the most important and strategic economic tool of advanced societies. In fact, economic growth and development of countries depends on entrepreneurs and entrepreneurial activities. Therefore, the need to achieve economic development and progress is to pay special attention to the development of entrepreneurship (Zali & Razavi, 2008). The development of entrepreneurship requires serious determination and necessary knowledge in businesses; many influential factors can be listed that may improve the development of entrepreneurship. One of these factors that has created a global revolution today is the use of artificial intelligence technology in start-up businesses and entrepreneurship. In today's world, technological advances are one of the most fundamental factors in shaping society's transformations in all economic, cultural, political and social fields. Human dependence on technology is such that some experts such as Max Tegmark say: "Without technology, the extinction of us humans, on a cosmic scale of tens of billions of years, will happen soon" (Tegmark, 2017). One of the factors that can increase the effect of artificial intelligence technology on the development of entrepreneurship as a mediator is entrepreneurship education. Today, it is accepted that the progress and survival of any society and business depends on the quality and efficiency of the education of that society; and educational courses have an important mission in producing knowledge and preparing new businesses to assume leadership and responsibility in a competitive, complex and changing world (Escorcia et al., 2022). According to the stated contents, this research tries to answer the question: what is the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education? Theoretical framework Artificial intelligence Artificial intelligence is a multidisciplinary and interdisciplinary field grown tremendously since the introduction of handheld computers in the 1950s. This field has the potential to transform various industries, and is defined as any theory, method, or approach that helps machines, especially computers, in analyzing, simulating, exploiting, and exploring human intellectual processes and behaviors (Lund et al, 2023). Entrepreneurship training Entrepreneurship education refers to all activities that aim to develop entrepreneurial mentality, attitude and skills in a range of cases such as idea generation, start-up, growth and innovation (Nvello et al, 2015). Entrepreneurship training is an activity that is used to transfer the knowledge and information needed to start and manage a business, and it will increase, improve, and develop the attitudes, skills, and abilities of non-entrepreneurs (Naeiji & Ebrahimi, 2017). From the viewpoint of literature, in the simplest definition, entrepreneurship can be considered as the use of skills to bring innovation to business or to develop new businesses (Shetty et al, 2021). The first issue raised in entrepreneurship research and start-up business development was the emphasis given to capacities, specific assets, and the unit of new economic activities. Ownership, capabilities and assets can be a sign of successful growth of a business. Intelligence in entrepreneurship is a technology-driven process for collecting, integrating, analyzing and presenting business information (Mehdi Sasan, Bakhshandeh, 2022). Therefore, the first emphasis is research on artificial intelligence as a technology-based software, and the use of this technology in the global economy is increasing day by day. The use of artificial intelligence allows start-up businesses to improve economic conditions and business growth (Dondapati et al, 2022). Yerevani et al, (2024) conducted a systematic review of the impact of artificial intelligence on the world's educational systems. This research has been done with a systematic review of 26 scientific research articles, 5 books and 13 reference sites. The results showed that artificial intelligence has a comprehensive role and importance in education systems. In the field of education by artificial intelligence, there are many successful projects and systems (GPT, etc.) that have facilitated the improvement of the teaching and learning process. Gofman & Jin (2024) in a study entitled Artificial Intelligence, Education and Entrepreneurship concluded that students of disadvantaged universities founded fewer AI startups and attracted less funding. Also, the departure of professors from universities reduces the knowledge of artificial intelligence of startups, which seems to be an important factor for the successful formation of startups and attracting capital. Research methodology The current research is applicable in terms of purpose, descriptive- survey in terms of nature, and of casual type. The method of collecting information is library-based, and the tool used is note-making. The statistical population of the research is managers and employees of start-up businesses in Kermanshah province. The population size was 385 people and the sample size was determined to be 193 people based on Cochran's formula. Also, the sampling method of this research was random cluster. The data collection method was field-collection, and the tools used are a) Entrepreneurship Development Questionnaire (Antonik & Hisrich, 2003), b) Artificial Intelligence Questionnaire (Rahimi & Akbari, 2023), and c) Entrepreneurship Education Questionnaire (researcher-made). Research findings Spss and Amos software were used in this section. The statistical findings showed that the research hypotheses were confirmed with a significance level of less than 0.05, and the effect of artificial intelligence technology on entrepreneurship development is 86% and on entrepreneurship education is 83%. Also, the effectiveness of entrepreneurship education on entrepreneurship development was calculated as 11%. The results of the general hypothesis of the research were done using the Sobel test (t statistic). The results of this test are significant with a coefficient of 2.258 at a level of 1.96 and a significance level of 0.001, and it shows that artificial intelligence technology with the mediating role of entrepreneurship education has an impact on the development of entrepreneurship in start-up companies in Kermanshah province. Conclusion Artificial intelligence technology can help greatly in the process of entrepreneurship education. Artificial intelligence makes entrepreneurship education learners use the updated information and resources in this field to make proper use of it in their business process. Therefore, it can be concluded that artificial intelligence is an effective and applicable factor in entrepreneurship education. The statistical results obtained indicate that artificial intelligence has an effect of 83% on the changes resulting from entrepreneurship education. The results of structural equation modeling and the obtained fit indices are proof of this claim. The results obtained are aligned with the results of Yerevani et al., (2024), Moradzadeh (2022), Gafman & Jane (2024), Chen et al., (2024) and Kissinger et al, (2021). Today, a business is successful if it has enough information and knowledge and can develop its entrepreneurship and business through education. Therefore, entrepreneurship training is essential for start-up businesses and entrepreneurship development. The development of entrepreneurship will be faster when the necessary trainings have been implemented and the entrepreneurs have learned these trainings well and implement them in their business. The statistical results obtained indicate that entrepreneurship education responds to 11% of the changes resulting from entrepreneurship development. The obtained results are consistent with the results of Dahdahjani (2019) and Agha Mohammadi and Abdulahi (2015). The results of the general hypothesis of the research regarding the effect of artificial intelligence technology on the development of entrepreneurship with the mediating role of entrepreneurship education were confirmed with the Sobel test. According to the results obtained for the first hypothesis, it is suggested to identify the advantages and disadvantages of artificial intelligence in the entrepreneurial system and pay special attention to its strengths. In line with the results of the second hypothesis, it is suggested that the threats resulting from the implementation of artificial intelligence in entrepreneurship education and entrepreneurship development should be reduced as much as possible. And finally, in line with the results of the third hypothesis, it is suggested that artificial intelligence be considered as one of the new and practical technologies in start-up businesses.

Abstract 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. 

Abstract 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 

Abstract Responsible and sustainable consumption is considered one of the important aspects of sustainable development, which depends on achieving long-term economic growth compatible with environmental and social needs. In fact, the level of people's awareness about the environment and their mental self-awareness is directly related to the amount and type of consumption by the consumer. The more consumers give importance to environmental issues, the more resistance they have in consuming products that are in conflict with it, and this point of view accurately shapes consumer perception and behavior, so a producer, in addition to paying attention to issues related to the category Sustainable consumption must also take into account the factors that affect consumer behavior. The purpose of this research was to analyze the factors influencing sustainable consumption with metacombination method in Shahrekord convenience stores. Due to the comprehensive approach of the concept of conscious consumption presented by Sheth and colleagues (2011) and Lim (2017), this research tries to expand and complete the presented concept with a review study. Therefore, by considering the two aspects of conscious mental structure and conscious behavior for conscious consumption, the dimensions of a conscious mental structure that can lead to the occurrence of conscious behavior in the field of consumption are identified.

Abstract Abstract
The purpose of the present research is to investigate, analyze and predict the strategies governing the adoption of business intelligence in the decisions of the Iranian Electricity Network Management Company, to policy science, technology, and innovation based on business intelligence in this company. In the first step, the research is based on the theory of technology-organization-environment while identifying the barriers and facilitators of using business intelligence in the organizational decisions of the Iranian Electricity Network Management Company using the three-way method including study, observation, and semi-structured interviews with data collection experts. And it was done through the method of thematic analysis of the coding process. In the next step, by combining soft system methodology and system dynamics, and using Rapidminer and Vensim software, the acceptance and use of this technology has been predicted in five years. For this purpose, by using cause-and-effect relationships and in the form of a dynamics model, circular and flow diagrams were modeled, and based on the opinion of experts, the necessary corrections were made to the output at this stage. In the following, the simulation was carried out for five years using a developed model using dynamic systems thinking. According to the research findings, the research system is controllable and has observable effects. That is, the inputs of the system control the variables of the state and each of the variables of the state affects some of the outputs of the system. Based on this, scenarios were obtained with changes in individual factors, organizational factors, environmental factors, and extra-environmental factors. The result is that the inappropriate localization of technologies, the insularity of information systems, the contradiction of security instructions, and the resistance of human resources in front of security policies are among the factors with a negative impact on the establishment of the sub-system of optimal allocation of human resources., the establishment of an education sub-system, security policies, establishment of the steering committee, establishment of systems integration sub-system, and establishment of a knowledge-based companies sub-system were recognized as positive predictors for the adoption and application of business intelligence.

Abstract Abstract The present study sought to provide a model of persuasion in social media messages in promoting green products. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that trust-building, audience interaction, narrative, and visual design all play an effective role in strengthening the audience's environmental attitude and behavior and supporting green products. Also, technical infrastructure and new technologies facilitate the path of persuasion and acceptance of a sustainable lifestyle. Introduction Today's world is constantly changing; changes that are mainly the result of scientific advances and emerging technologies and have a wide impact on the individual and social lives of humans. Communication and information technologies have grown significantly in recent years (Jafari et al., 2017). Since the 1970s, with the beginning of the communication and information technology revolution, tools such as satellites, the Internet, and mobile phones have entered the field, changing the level of expectations, norms, and social interactions (Bastani et al., 2017). At the same time, social networks have provided an efficient and low-cost space for communication and interaction, which has become more effective than other media due to the possibility of access at any time and active participation of users (Mahmoud et al., 2020). Today, citizens are able to receive and analyze information at the lowest cost and at the highest speed, and this can create appropriate or sometimes distorted perceptions (Lin et al., 2020; Hamidi Zadeh, 2019). Social networks have become large databases that increase the rapid circulation of information and decision-making power in various fields, including marketing. By producing attractive content, these media play an effective role in attracting and persuading audiences (Kim et al., 2016) and, as a low-cost platform, they provide the opportunity to reflect persuasive messages and influence customer beliefs, attitudes, and behavior (Labbafi et al., 2016). Since networks host diverse groups with different interests, the reflection of persuasive messages can promote the acceptance and support of green products. Marketing on social networks not only strengthens customer attitudes and satisfaction, but also affects their purchase intention and repeat purchase (Ghaforian Shagerdi et al., 2016). The development of green products through these messages can increase collective perceptions and social responsibility in environmental protection (Matthes et al., 2014). Attention to the environmental impacts of products has also become an important criterion in purchasing decisions, so that price is not the only determining factor (Joshi et al., 2015). The global and Iranian situation shows an increase in environmental pollution and waste, highlighting the necessity of developing green products (Du et al., 2020). Given the importance of environmental protection, this study seeks to investigate the role of persuasive messages on social networks in promoting support for green products, and its main goal is to explain the conceptual model of persuasion and its impact on the development of green products. In a situation where the global market is sensitive to customers' environmental demands and considerations, companies are forced to formulate their marketing strategy based on customer attitudes and perceptions and social expectations (Limk & Louizao, 2014). Creating customer-friendly values ​​and a coherent identity between the company, customers, and society are key principles for business survival and growth (Talari et al., 2018). The development of green products can increase social awareness and pave the way for positive behavioral changes in consumers (Wu et al., 2020). Despite previous research that has emphasized the importance of social awareness and persuasion in supporting green products (Ogbeibu et al., 2020), there is still a lack of research about the topic. Theoretical foundations Persuasion As a multidimensional process in human communication, persuasion deals with changing the audience's attitudes, emotions, and behavior, and its success requires understanding the audience's cognitive, emotional, and cultural backgrounds so that the message has the greatest impact (Lin et al., 2020). Trust-building and brand credibility Brand credibility and trust are key components of marketing and brand communications that shape consumers' attitudes and behaviors. Brand trust includes assurance of the truthfulness of promises and social responsibility, and brand credibility refers to the audience's perception of the brand's reliability (Kim et al., 2016; Huang et al., 2024). Research has shown that reputable brands can increase green behaviors and customer satisfaction, and strengthen individual motivations for sustainable consumption (Ogbeibu et al., 2020; Hu et al., 2024; Mahmoud et al., 2020). Persuasive and interactive tactics Interactive tactics invite the audience to actively participate and respond and include personalized content, Q&A, surveys, and creating a discussion space (Mahmoud et al., 2020). These tactics increase the level of attention, learning, and trust in the brand and, in green marketing, allow for better understanding of environmental messages (Lin et al., 2020; Ogbeibu et al., 2020). Environmental behavior and lifestyle Environmental behavior and lifestyle include purchasing green products, reducing energy consumption, waste management, and participating in environmental activities (Joshi & Rahman, 2015; Du et al., 2020). Positive attitudes towards the environment and external factors such as brand trust, social responsibility and social media messages can strengthen individual motivations to adopt a sustainable lifestyle (Huang et al., 2024; Mahmoud et al., 2020; Ogbeibu et al., 2020; Wu et al., 2020). Hu et al. (2024) investigated "The role of social media marketing on green product repurchase intention". The research method is descriptive correlational and the sample is 438 people. The results showed that social media marketing activities significantly increase green values, environmental concerns and brand image and positively affect brand involvement. Also, brand involvement mediated the relationship between green values, environmental concerns, brand image and repurchase intention. Huang et al. (2024) studied the "Effect of Green Marketing on Repurchase Intention and Positive Word of Mouth of Residential Platform Users". The research method is descriptive correlational and the sample size is 488 people. The results showed that consumers' perception of green marketing increased consumer trust and identification with the platform, and as a result, it affected repurchase intention and positive word of mouth. Consumer trust also mediated the relationship between green marketing and repurchase intention and positive word of mouth. Research Methodology This research is applicable in terms of purpose and descriptive-correlational in terms of method. The statistical population includes active users of social networks and experts in the field of green product marketing who play a practical role in the process of persuasion and acceptance of messages. Given that there is no information on the exact number of the statistical population; therefore, the population is considered indefinite and according to the Cochran formula sampling method for the indefinite population, the sample size is 384 people. The statistical sample of the research will be selected randomly and by simple sampling method. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 1. To examine the validity of the tool, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Research findings The present study showed that building trust and brand credibility, along with the use of interactive tactics and emotional narratives, plays a fundamental role in improving the environmental behaviors and attitudes of the audience. Modern messaging infrastructures and technologies and visual design in harmony with green values ​​strengthen the persuasive power of messages and increase the acceptance of a sustainable lifestyle. The findings confirm the importance of integrating trust, interaction, narrative, visual design, and technology in developing green marketing and promoting brand social responsibility, and show that these factors can strengthen individual and collective motivations for sustainable consumption. Discussion and Conclusion The research findings showed that trust-building and brand credibility play a central role in shaping audiences’ environmental attitudes and behaviors, such that audiences who consider the brand to be credible and trustworthy are more likely to consume green, reduce energy consumption, and participate in environmental activities (Huang et al., 2024; Meysamizad et al., 2023). Also, persuasive and interactive tactics in messaging, along with narratives and emotional messages, increase active audience participation and pave the way for improving green messaging infrastructure and channels (Antoun et al., 2023; Khalaji et al., 2022). Other findings of the present study showed that persuasive strategies based on narrative and emotion, by enhancing interactive tactics, engage audiences more and increase their level of interaction with messages and the brand. This is consistent with the research of Antoun et al. (2023) and Meysamizad et al. (2023) who have confirmed the role of storytelling and emotional messages in increasing digital impact and participation. Also, the infrastructure and technical platforms of green messaging are of considerable importance in creating environmental behaviors of audiences and strengthening their understanding of the brand's social responsibility. This finding is consistent with the research of Khalaji et al. (2022) and Hu et al. (2024) and shows that digital tools and channels can strengthen individual motivations for green consumption and adoption of a sustainable lifestyle. Visual design aligned with green values ​​and the use of digital platform technologies and algorithms also enhance the persuasive power of messages and improve audience acceptance and commitment to sustainable consumption (Hu et al., 2024; Mahmoud et al., 2024).

Abstract 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. 

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

Abstract Abstract The 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).

Abstract Abstract The aim of the present study was to provide a comprehensive model for international entrepreneurship in ECO member countries. A mixed research method was used: in the qualitative part, data were collected and analyzed using systematic data-based theory and interviews with 15 academic and executive experts (until theoretical saturation). In the quantitative part, 323 managers were selected from 2035 managers of knowledge-based companies in the Export Development and Technology Exchange Corridor by random sampling. The data collection tool included semi-structured interviews and a questionnaire based on qualitative findings. The validity of the tools was confirmed by experts and reliability was confirmed with Cronbach's alpha. Qualitative data were analyzed with MAXQDA software and three-stage coding, which resulted in the extraction of 356 primary codes, 79 open categories, 16 axial categories, and 5 selected categories. In the quantitative part, factor analysis and structural equations were conducted with AMOS. The findings showed that the international entrepreneurship model in ECO is based on multi-level convergence (macro, meso, and micro). Its main components include contextual factors (regional capacity building), causal factors (strategic context building), intervention factors (challenge management), strategies (operational framework), and consequences (sustainable development). This model can help policymakers, economic institutions, knowledge-based companies, and small, medium, and large companies enter global markets and pave the way for creating a sustainable competitive advantage and transforming ECO into an Asian innovation hub. Introduction International entrepreneurship, as the process of forming and expanding innovative economic activities across national borders and taking advantage of global opportunities, has become one of the main engines of economic growth in the world in recent decades (Chukwuka et al., 2024). The Economic Cooperation Organization (ECO), as a regional pact consisting of countries with common historical, cultural and geographical ties, has extensive capacities in the fields of trade, investment and knowledge transfer. With a population of over half a billion people and rich natural and human resources, these countries can provide an important platform for the expansion of international entrepreneurship. However, existing studies show that despite the existence of many opportunities, obstacles such as weak institutional coordination, limited access to capital, ineffective support policies, insufficient use of new technologies, and lack of regional entrepreneurial networks have prevented the full realization of the international entrepreneurial potential in the ECO region (khan, 2024). The ECO organization was initially founded in 1985 by Iran, Turkey, and Pakistan, and with the accession of seven other countries in 1992, it became a regional institution with the prospect of economic cooperation, infrastructure development, and facilitation of trade exchanges (abbas, 2024). Despite such capabilities, the growth of international entrepreneurship in ECO has faced serious obstacles; Complex bureaucracy, financial constraints, difficulty in accessing global markets, and sanctions have prevented the full use of potential (Montiel, 2023). Past research also shows that factors such as a strong business environment, effective support policies, the use of new technologies, and the capabilities of entrepreneurs are essential conditions for success in this direction (Deakins et al., 2024). However, the role of local culture and values, the effect of national policies, and how to integrate new technologies in a regional framework have still received less attention (Nazari et al., 2024). On the other hand, the geopolitical and economic conditions of these countries are such that entrepreneurial cooperation can not only improve the level of economic interactions in the region, but also play a role in increasing their economic resilience and socio-political convergence. Thus, providing a comprehensive and localized model for the development of international entrepreneurship in ECO member countries is an undeniable necessity; a model that can encompass both structural factors (such as policies, laws, and infrastructure) and behavioral factors (such as entrepreneurial culture, innovation, and risk-taking) and provide practical and efficient solutions by considering common characteristics and differences between member countries. Examining these obstacles and identifying key success factors can pave the way for providing a local and efficient model for the development of international entrepreneurship in the ECO region. Therefore, the research question is: What model can explain the key and effective dimensions of international entrepreneurship in ECO member countries and pave the way for the sustainable development of the region?  Theoretical foundations Entrepreneurship and economic growth Entrepreneurship is recognized in the economic development literature as one of the most important engines of growth and innovation. This phenomenon creates economic and social value by identifying new opportunities, organizing resources, and creating innovative businesses, and provides a platform for the dynamics of economic systems (Callegari, 2024). At the international level, entrepreneurship takes on more complex dimensions, because entrepreneurs are forced to face institutional, political, and cultural diversity in addition to economic factors. Accordingly, “international entrepreneurship” as an interdisciplinary field in management, economics, and social sciences, focuses on the process of identifying and exploiting cross-border business opportunities (Zahra & George, 2017). In other words, at the international level, this concept becomes important when entrepreneurs operate in diverse political, economic, and cultural environments and are forced to adapt to the institutional and structural differences of different markets (Zahra and George, 2017). Having its roots in internationalization discussions (Tolstoy, 2024), international entrepreneurship, is known as a tool for exploiting cross-border opportunities and creating competitive advantage. Doozandeh Ziabar et al., (2024) studied the presentation of a social entrepreneurship model in rural tourism development in a tourism target village in Guilan province. The statistical population of the study included 10 managers, experts, and university professors in the field of tourism, selected through purposive sampling. The results of the qualitative questionnaire and open interviews with sample members were analyzed after taking notes and transferring them to the system using the data-driven method and through coding and Max Quda software, and the output and final model were reported. The results showed that traditional tourism entrepreneurship follows a capitalist approach. Shahzad et al. (2024) studied "International Entrepreneurship Antecedents and the Role of Emerging Technologies in Achieving Sustainable Development Goals". This research is applicable in terms of purpose, and quantitative in terms of approach; the data were analyzed using PLS-SEM techniques in SmartPLS 4 software. The findings showed that key antecedents of international entrepreneurship significantly affect sustainable development and emerging technologies play a mediating role between antecedents and sustainable development. Research Methodology This research was conducted with a mixed approach (modern hybrid) and in two qualitative and quantitative stages. In the qualitative part, systematic data-based theory was used and the statistical population included academic and non-academic experts in the field of international entrepreneurship. Purposive sampling continued until theoretical saturation was reached, and a total of 15 semi-structured interviews were conducted. Qualitative data were collected through in-depth interviews, observation, and review of scientific documents, and then analyzed. In the quantitative part, the data collection tool was a researcher-made questionnaire with a five-point Likert scale. The reliability of the questionnaire was confirmed by Cronbach's alpha test and its validity was confirmed through content validity and construct validity. Finally, structural equation modeling was used to test the research hypotheses using Amos software. Research findings By presenting a local model of "entrepreneurship development based on multi-level convergence", the present study showed that institutional coordination, regional networking, and empowerment of entrepreneurs at three macro, intermediate, and micro levels connect regional capacities in an integrated manner. Contextual factors such as policies, entrepreneurial culture, technological infrastructure and international cooperation provide the foundation for entrepreneurial development, while administrative barriers, legal restrictions and cultural differences pose challenges. Research innovations include the “interactional model of natural resources”, the “dual role of family relationships”, and the “multi-layer model of administrative barriers”. Proposed strategies target the development of infrastructure, cross-border cooperation networks, and the promotion of individual capabilities. The consequences include increased innovation, economic growth and the creation of job opportunities, and social welfare.  Conclusion The present study, with the aim of analyzing the development of international entrepreneurship in the ECO region, has presented an indigenous model called “Entrepreneurship Development Based on Multilevel Convergence”. The findings show that multilevel convergence, including institutional coordination, regional networking and empowerment of entrepreneurs, plays a central role in strengthening international entrepreneurship and connects regional capacities in an integrated manner at three levels: macro (regional policy-making and governance), meso (inter-organizational networks) and micro (individual skills and capabilities). These results are consistent with the findings of Morris (2024) and O’Connor (2023), who have emphasized the importance of institutional frameworks and cooperation networks in the growth of regional entrepreneurship. The analysis of the research context showed that contextual factors including supportive policies and laws, entrepreneurial culture, technological infrastructure and international cooperation are the foundation for the formation of international entrepreneurship in the ECO region. Cultural and historical commonalities, shared natural resources and economic diversity of countries, especially in the completion of the value chain, play both facilitating and challenging roles. Innovative findings of the research include the “interactive pattern of natural resources” and the “dual role of family relationships” that simultaneously act as an advantage and a constraint in the entrepreneurial process. These results are in line with the studies of Khan et al. (2024) and Zocchla (2024) that have highlighted the importance of contextual capacities in regional entrepreneurship. On the other hand, intervening conditions including administrative and bureaucratic challenges, legal and policy constraints and cultural and social barriers were identified. Lengthy company registration processes, lack of legal transparency, sudden policy changes, language differences, and limited role of women are examples of the main barriers. By introducing the “multi-layered model of administrative barriers” and providing an integrated framework for managing these challenges, this study has provided practical solutions to reduce their negative effects, and is consistent with the findings of Esmaeilpour et al. (2020), Khosravi (2023), and Navi (2025). Entrepreneurship development strategies in the ECO region focus on three main axes: strengthening legal frameworks and supportive policies, developing common technological and economic infrastructure, and expanding cross-border cooperation networks. Tools such as tax exemptions, joint technology parks, digital platforms, and holding regional conferences facilitate entry into entrepreneurial activities and increase the capacity for synergy among entrepreneurs in member countries. Research innovations include the design of a “regional entrepreneurship policy model at three levels”, a framework for measuring the effectiveness of shared technological infrastructures, and the development of a “smart networking model among regional entrepreneurs.” The consequences of international entrepreneurship development in the ECO region include two dimensions: economic and social. From an economic perspective; increased innovation, GDP growth, and technological export promotion are observed, and from a social perspective; the creation of job opportunities for youth and women and the improvement of general welfare indicators are significant. These results are in line with the findings of OECD (2023) and Economic Development Bank (2022), which have emphasized that regional entrepreneurship can lead to sustainable economic and social growth.