Journal of New Approaches in Management and Marketing

Abstract Abstract
The purpose of the present study is to investigate the effect of brand recognition of the Electronics Branch of Islamic Azad University on its competitive advantage with regard to the role of positioning and market orientation. In terms of purpose, this study is an applicable research conducted in a cross-sectional manner based on a survey approach (questionnaire) and using field studies and correlational research methods; data collection was carried out using a questionnaire among 194 students of this university unit who were selected by simple random method, and data analysis was performed using PLS software. The findings indicated the confirmation of the effect of brand recognition on positioning and market orientation and the effect of these two variables on competitive advantage; and the mediating effect of these two variables in the relationship between brand recognition and competitive advantage was also confirmed. Following the study of the Electronics Branch of Islamic Azad University, this study has also provided suggestions to improve the insight of managers of this university.
Introduction
With the onset of the post-industrial era, markets became highly competitive and learning faster and earlier than competitors became a competitive advantage, so the organization's focus was on awareness, knowledge, and information (Krakowski et al., 2023). The competitive market environment is such that future market trends, as well as competitors' activities, cannot be easily predicted and interpreted (Campagna et al., 2023). Businesses active in the education industry have also realized that gaining a competitive advantage in a market that has become complex and challenging with the increasing number of competitors and the diversity and breadth of services must pay more attention to the mindset of customers and target audiences; among the most key activities of managers and decision-makers, especially in highly competitive markets, is therefore investing in the brand (Permana, 2023). A review of the research literature indicates a research gap in the field of brand effects on competitive advantage in higher education, and in particular, the role of variables such as positioning and market orientation has received less attention in such studies, which indicates the necessity of the present study. Another important point is that the existence of numerous socio-economic and cultural problems has challenged the function and role of traditional universities and damaged people's mentality about their commitment to society. On the other hand, a society without efficient and effective higher education cannot progress and excel (Samani et al., 2022). This issue becomes more important in the case of the largest university system in the country, namely Islamic Azad University, with a significant number of students nationwide and its spread among target audiences with different characteristics, tastes and needs. Therefore, the present study seeks to answer the main question: how does brand recognition affect the competitive advantage of Islamic Azad University, Electronics Branch, with regard to the mediating role of positioning and market orientation??
Theoretical framework
Brand Recognition: The concept of brand awareness by the customer is essentially the customer's comprehensive understanding of how brand relationships with customers develop. Therefore, brands have realized that to enhance brand awareness among customers, they must invest in brand attributes such as credibility and differentiation, while also considering the attractiveness and impacts on perception, and giving importance to informing and enhancing the mental image of the audience (Gading et al., 2024).
Competitive Advantage: Competitiveness refers to how an organization aligns its internal capabilities and resources with external changes, and it can increase under conditions where resources are utilized in a way that directly or indirectly makes competition more challenging for other businesses (Beirami et al., 2024). Organizational competitiveness can be measured in various ways. To overcome the limitations of financial metrics, the use of marketing metrics such as brand reputation, customer loyalty, and employee loyalty has also been suggested for assessing competitiveness (Heydari et al., 2021).
Positioning: Positioning is a strategic concept that, over time, has entered other management discussions, such as marketing, and particularly strategic marketing. Business managers have realized that in today's highly turbulent environments, they must identify the environmental factors that contribute to their success in competing in an uncertain environment, given the presence of numerous competitors and rapid changes (Parhizgar et al., 2023).
Market Orientation: Market orientation is a type of behavioral norm that has spread throughout the business and responds to the current and future needs of target audiences and customers through innovation (Azimi et al., 2021). With the emergence of market orientation in recent years, market-based organizational culture has increasingly been considered a key element in the superior performance of businesses, emphasizing the positive relationship between market orientation and performance (O'Cass & Sok, 2013).
Research methodology
The research method of the present study is applicable in terms of purpose. From the perspective of execution, this research is a non-experimental study of the correlational type, and regarding the time frame for data collection, it is a cross-sectional study conducted in the field using a questionnaire. The statistical population of this research consists of 337 master's degree students in business management at the Islamic Azad University, Electronic Unit, who are currently studying. The sampling method used in this research is simple random sampling, and to determine the sample size, a pilot study and Cohen's formula for a finite population were utilized, resulting in 194 completed questionnaires being analyzed. The questionnaire of Rua & Santos (2022) included brand awareness with 5 items; brand positioning with 6 items; market orientation with 2 items; and competitive advantage with 3 items. The measurement scale for the questions was a five-point Likert scale, and face validity was used for validating the content validity, while reliability was confirmed using Cronbach's alpha coefficient. To examine the normality of the data distribution, the Kolmogorov-Smirnov test was employed. The relationships between variables and factors were confirmed through confirmatory factor analysis and structural equation modeling techniques using PLS3 Smart software, which is a variance-based path modeling method that allows for the simultaneous examination of theories and metrics.
Research findings
The internal model framework was examined, and the structural model path was evaluated. Considering the t-statistic value and P-values for all paths except for the brand awareness to competitive advantage path, the t-statistic is greater than 1.96 and the P-values are less than 0.05, indicating that at a 95% confidence level, all paths except for the brand awareness to competitive advantage path have a significant impact.
Conclusion:
Regarding the first hypothesis of the research, which states that brand awareness has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the first hypothesis of the study was not confirmed. The findings of the present research regarding this hypothesis do not align with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who examined and confirmed the same hypothesis in their research. Concerning the second hypothesis of the research, which suggests that brand awareness has a positive and significant impact on the positioning of the Islamic Azad University, Electronic Unit; the data analysis showed that the second hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who also examined and confirmed this hypothesis in their research. Regarding the third hypothesis of the research, which states that brand awareness has a positive and significant impact on the market orientation of the Islamic Azad University, Electronic Unit; the data analysis indicated that the third hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis align with the results of the study by Rua & Santos (2022), who examined and confirmed the same hypothesis, and the research by Mampaey et al., (2019), which also referred to successful market orientation as a result of increased audience awareness about the brand in their study on internal and external branding. Regarding the fourth hypothesis of the research, which suggests that positioning has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the fourth hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022), who examined and confirmed this hypothesis in their research.
To practically benefit from the results of the present research, it can be suggested to the managers and decision-makers of the Islamic Azad University, Electronic Unit, that:
The growth and development of higher education institutions and universities depend on the effective utilization of marketing concepts, including brand awareness, positioning, and market orientation. Brands and businesses that play a vital role in the educational economy of the country and have been compelled to embrace transformation in the competitive arena due to changes in key environmental factors in the long term are guided in managing the perceptions of their audience.

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 This study aims to develop a native entrepreneurial marketing model for Iranian startups using a mixed heuristic approach. In this regard, the role of causal, contextual, and intervening factors in the formation and implementation of entrepreneurial marketing strategies was examined, and a model appropriate to the cultural and economic characteristics of Iran was designed. In the qualitative part of the research, using the grounded theory method and content analysis, 33 key categories were identified in the form of causal, contextual, intervening, strategies, and consequences conditions. Semi-structured interviews were conducted with 18 marketing and entrepreneurship experts. In the quantitative part, data from a researcher-made questionnaire was collected from 340 startup managers in Tehran, and the validity of the model was examined through structural equation modeling and SmartPLS software. The findings showed that innovation, customer orientation, and networking as causal factors; and factors such as technology infrastructure, government support, public culture, and employee behavior in contextual and intervention roles have a significant impact on entrepreneurial marketing strategies. These strategies include new marketing, training, digitalization, customization, and inter-organizational partnerships, which ultimately lead to outcomes such as organizational agility, enhanced customer engagement, opportunity discovery, and improved business performance. This indigenous model, emphasizing the specific characteristics of Iran’s entrepreneurial ecosystem, can be an effective tool for guiding government policymaking, accelerator support programs, and startup management decisions. The findings also indicate that a smart combination of contextual and strategic factors can lead to sustainable competitive advantage and improve the position of startups in domestic and international markets. Introduction This research aims to develop a native entrepreneurial marketing model for Iranian startups using a mixed heuristic approach. This study examines the causal, contextual, and intervening factors in the formulation and implementation of entrepreneurial marketing strategies and presents a model appropriate to the economic and cultural characteristics of Iran. The research approach consists of two qualitative and quantitative parts. In the qualitative part, grounded theory and content analysis were used to identify key factors affecting entrepreneurial marketing. In this stage, semi-structured interviews were conducted with 15 entrepreneurial marketing experts and an initial model was designed. In the quantitative part, data collected from 340 startup managers were analyzed and the proposed model was validated using structural equation modeling. To increase the accuracy of the analysis, SmartPLS software was used and the validity and reliability of the measurement tools were carefully examined. The findings showed that innovation, customer orientation, and networking play a key role in the development of entrepreneurial marketing strategies. Also, government support, economic infrastructure, and public culture as contextual factors, and digital technologies, organizational culture, and employee behavior as intervening factors have a significant impact on the implementation of this model. The results indicate that the interaction between these factors and the adopted strategies improves the performance of startups in challenging environments. Entrepreneurial marketing strategies enhance the financial and competitive growth of startups by increasing organizational agility, improving interaction with customers, and identifying new opportunities. This study provides recommendations for business managers and policymakers to optimize their marketing strategies by focusing on innovation, customer orientation, and networking. It is suggested that future studies examine the role of advanced technologies such as artificial intelligence, big data analytics, machine learning, and augmented reality in optimizing entrepreneurial marketing models to ensure the model's adaptability to future changes. Theoretical Framework Given the specific characteristics of today's world, including rapid change, increasing complexity, and increasing competition, as well as the inefficiency of traditional methods such as strategic planning and classic market forecasts, it has become necessary to pay attention to new methods to overcome these changes. In the world of modern businesses, startups are recognized as the main players in the innovative economy, which seek to create value and gain market share by utilizing new technologies and flexible business models. However, the survival and growth of these new companies in an environment characterized by economic uncertainty, rapid technological change, and intense competition is a serious challenge. In such circumstances, startups need innovative strategies that are adaptable to their environment to survive and grow in competitive markets. One of the most effective strategies for startup growth in uncertain times is entrepreneurial marketing, which, due to its flexible and opportunity-oriented nature, allows startups to be more agile in the face of environmental changes and challenges and to benefit from sustainable competitive advantages. Unlike traditional marketing, which emphasizes long-term planning and specific processes; entrepreneurial marketing, as a dynamic model, focuses on identifying new opportunities, taking targeted risks, innovating in service delivery, and creating value for customers. These characteristics are especially important for startups in the early stages of development, as limited financial and human resources and an uncertain market environment force them to adopt more flexible approaches. Entrepreneurial Marketing Entrepreneurial marketing refers to processes in which entrepreneurs use innovative methods to develop the market, establish effective relationships with customers, and achieve new business opportunities. Unlike traditional models that focus on exploiting existing resources, this approach emphasizes innovation, courage in facing risks, and flexibility in decision-making. Many studies have shown that the use of entrepreneurial marketing can improve financial performance, increase market share, and enhance the competitive position of companies. However, existing entrepreneurial marketing models are mainly designed based on data and conditions of developed countries, and their localization is challenging for countries like Iran that face their own economic, infrastructural, and cultural limitations. Therefore, the need to develop a local model for entrepreneurial marketing in Iranian startups is strongly felt; a model that, while taking into account the environmental characteristics of Iran, has modern research approaches for scientific and operational structuring. Startup Startups operate in highly variable and uncertain conditions as new businesses trying to meet market needs in a different way by offering new products or services. These companies usually face high risk, limited resources and ambitious goals. In fact, what distinguishes a startup from other businesses is its innovative, risk-taking and opportunistic nature. Successful startups usually operate on the basis of a creative human team, a collaborative culture and an approach based on experimentation and learning. On the other hand, marketing in startups does not simply mean advertising and sales, but has a deeper meaning that includes a precise understanding of customer needs, designing a differentiated value proposition, creating a unique customer experience and developing long-term relationships. In this direction, digital technologies, data analysis and new communication tools play an important role in enhancing the effectiveness of entrepreneurial marketing. Therefore, the present study is trying to identify the influential components in the Iranian space, to design a comprehensive model for entrepreneurial marketing in startups that not only has a strong theoretical support, but also can be used and implemented in practice by managers. Research Methodology In this regard, the present study has used a mixed heuristic methodology. In the qualitative part, data were collected using semi-structured interviews with 18 experts in the fields of marketing, entrepreneurship, and startup management. Data analysis was conducted using the grounded theory method in three stages of open, axial, and selective coding, as a result of which 33 key categories were identified in the form of five main components: causal conditions, contextual conditions, intervening factors, strategies, and consequences. Then, based on these components, an initial conceptual model was designed that served as the basis for the quantitative part of the research. In the quantitative part, in order to empirically evaluate the model, a researcher-made questionnaire was designed and distributed among 340 startup managers active in Tehran. The collected data were analyzed using SmartPLS software and structural equation modeling method. The results of data analysis confirmed the proposed model and showed that the identified dimensions have statistical validity and reliability. Research findings The findings indicated that the variables of innovation, customer orientation, and networking have the greatest impact in the causal dimension. In the contextual dimension, structural factors such as government support, information technology infrastructure, and general culture of society play an important role in shaping the entrepreneurial marketing context. Also, in the intervention dimension, organizational culture, leadership style, and employee behavior play a facilitating and reinforcing role in implementing strategies. The identified strategies also included innovative marketing, process digitization, service personalization, brand development, employee training, and creating strategic partnerships. These strategies ultimately led to outcomes such as increasing organizational agility, improving customer interaction, discovering market opportunities, and improving the financial and competitive performance of startups. In fact, this model is able to pave the way for the development of new businesses in volatile markets by considering the link between intra-organizational and environmental variables. On the other hand, the analysis of the research results showed that integrating innovative strategies with capable human resources and a learning organizational culture can increase the capacity for adaptation and innovation at different organizational levels. Conclusion This indigenous entrepreneurial marketing model is not only designed to suit the specific conditions and challenges of the Iranian entrepreneurial ecosystem, but also has the ability to be applied practically at different decision-making levels. From a theoretical perspective, the present study has contributed to the enrichment of the entrepreneurial marketing literature in the context of developing countries by providing a comprehensive framework. From a practical perspective, the research results can be used by policymakers, managers, and young entrepreneurs. Finally, the present study suggests that in future studies, the role of emerging technologies such as artificial intelligence, big data analysis, augmented reality, and blockchain in the design and implementation of entrepreneurial marketing strategies be examined. Also, conducting comparative research among developing countries can lead to the identification of common patterns or significant differences. Focusing on developing dynamic models that are adaptable to environmental and technology-driven changes will be valuable avenues for continuing this line of research.

Abstract Abstract The present study was conducted with the aim of identifying the effect of frontline staff competence on customer satisfaction with the moderating role of question type and perceived crowding. The research is a descriptive correlational and applicable type. The statistical population of the study consisted of all customers of Ofogh Kourosh stores across the country, and the number of sample members was determined as 384 people through the Cochran formula. Data were collected through online distribution of the Lucia-Palacios et al., (2020) standard questionnaire. Also, descriptive and inferential statistical methods and structural equations were used to analyze the data. The reliability of the entire questionnaire was obtained through Cronbach's alpha coefficient of 0.853. The test of the research hypotheses showed that the test statistic for all hypotheses was higher than 2.58, which indicates that the test is significant at the 5% error level. The research findings confirmed the moderating role of the variables of question type and perceived crowding in the relationship between frontline employee competence and customer satisfaction. Based on the results of testing the five research hypotheses; the variables of question type and perceived crowding become important when the frontline employees of a store have a low level of competence in performing the task and interacting and communicating with customers. Employees with high competence are an important factor in increasing the organization's customers and improving the desired utility in the organization. The sales unit's interactions affect customer satisfaction with the company, the salesperson, and the store. The more equipped employees are with customer-oriented skills, the more successful they will be in achieving customer satisfaction in the store. Introduction In recent years, competition in the retail industry has increased greatly. In order to achieve high success, retailers are trying to attract customers and try to improve their performance and efficiency, with the aim of achieving customer satisfaction and increasing market share (Ahmadi Saeid & Hoshiar, 2023). Today, one of the fundamental pillars of competition in organizations is customer orientation and customer satisfaction; because customers in commercial organizations that seek major improvements in their progress are the main drivers in this type of organization (Igdar, 2024). Customer satisfaction is the most important issue that retailers seek to differentiate their services and equip frontline employees with the appropriate qualifications compared to competitors in order to retain current customers, attract new customers, and achieve a favorable image in the eyes of customers (Ahmadi Saeid & Hoshiar, 2023). One important issue that affects customers during shopping and makes it possible for them to repeat the shopping process is customer satisfaction with their interactions with store operational staff (Ahmadi Saeid & Hoshiar, 2023). The competence of frontline employees to attract customers in stores is demonstrated by their guidance and consultation during appropriate interactions with customers (Ahmadi Saeid & Hoshiar, 2023). Usually, in a busy environment, customers want to make their purchases more efficiently, so in this situation, task competence is more important to improve customer satisfaction. Task competence of frontline employees helps customers to quickly fulfill their shopping goals (Lucia-Palacios et al., 2020). During busy times and congestion in a store, the way frontline employees respond to customer requests indicates the store's ability to provide quality service (Ahmadi saeid & Hoshiar, 2023). In addition to task competence, the interaction competence of frontline employees will play a more important role in a busy environment, because the kind treatment and sincere and pleasant communication of frontline employees with customers can help customers regulate their emotions, thus improving their experience and satisfaction (Lucia-Palacios et al., 2020). In interaction competence, sales employees provide an opportunity for customers by consulting and socializing. In fact, buyers expect pleasant interactions from sales staff in this type of competency (Samai & Khazaei Pool, 2024). Chain stores around the world have a history of nearly three centuries and have a special economic position. Ofogh Kourosh is one of the chain stores that started its activities in 2009 with the aim of providing basic goods to Iranian families and distributing them to all regions of the country at a reasonable price and quality. Therefore, in this study, we seek to find an answer to this question: does employee competency affect customer satisfaction with the moderating role of question type and perceived crowding? Theoretical foundations Frontline employee competency Competencies exist in two broad categories: task competency and interaction competency. Task competency refers to employees' knowledge of the product and sales task, and interaction competency is related to employees' communication abilities, friendliness, and kindness (Lucia-Palacios et al., 2020). Task Competence Application competence is crucial for frontline workers in various sectors and affects service delivery and the overall success of the organization (Al-Rawi & Zemenchik, 2023). Task competence refers to the product knowledge and ability of frontline employees to assist customers with their purchases and includes providing services tailored to customer needs (Lucia-Palacios et al., 2020). Interaction Competence Interaction competence is related to the social and communication abilities of the frontline employee (Lucia-Palacios et al., 2020). Interaction competence is one of the most important issues for increasing customer satisfaction in a store, as it can lead to customers feeling more present in the shopping situation (Samai & Khazaei Pool, 2024). Customer Satisfaction Customer satisfaction indicates an individual's perception of the performance of a product or service compared to his or her expectations (Parsaei et al., 2023). Also, customer satisfaction is defined as a customer's satisfactory reaction to a consumption experience or part of it (Heydarzadeh K. & Radfar, 2020). Question Type (Query) Queries refer to requests for information or actions in an environment such as an organization, store, database, etc., especially in cases where information and data are uncertain or incomplete and individuals use it to achieve accurate results (Badia & Dobbs, 2014). Perceived Crowding Perceived crowding refers to an individual’s experience and subjective assessment of the level of crowding or density in a given environment (Rotem & Shoval, 2024). Perceived crowding refers to the perception of the number of customers present in a given retail environment and, when it exceeds an individual’s spatial needs, causes the customer to want to make their purchases faster (Lucia-Palacios et al., 2020). Research Methodology This research is descriptive-correlational and applicable, and was conducted cross-sectionally. The statistical population of the study is all customers of Ofogh Kourosh chain stores across the country and the population is unlimited. The sample size was determined at least 384 using the Cochrane formula. Content validity and factor analysis were used to determine the validity of the research tool, and Cronbach's alpha coefficient was used to determine the reliability. In this study, we used structural equations to analyze the data in two parts of descriptive and inferential, as well as SPSS 27 and AMOS 26 software to test the research hypotheses. To collect the data required to measure the research variables, the online distribution of the standard questionnaire in the study of Palacios et al., (2020) was used. Research findings The research findings showed that employee competence with two components of task competence and interaction competence has an effect on customer satisfaction, and the moderating role of the two variables of question type and perceived crowding was also confirmed in this regard. Discussion and Conclusion This study was conducted with the aim of identifying the effect of frontline employee competence on customer satisfaction with the moderating role of question type and perceived crowding. Highly capable and qualified employees are an important factor in increasing the number of customers in the organization and improving the desired utility in the organization. The more employees are equipped with customer-oriented skills, the more successful they will be in achieving customer satisfaction in the store. According to the results, it can be admitted that the knowledge and awareness of the line staff to guide customers when the store is crowded has an effect on customer satisfaction, but when the store is crowded, customers are not very willing to communicate and dialogue with the line staff and try to make better and faster purchases when the store is crowded. However, the mentioned store and all stores whose survival and continuity are correlated with customer satisfaction need to have capable employees, and significant measures should be taken to increase the skills of the employees (Ahmadi Saeid & Hoshiar, 2023). The results of the present study are consistent with the findings of Ahmadi Saeid & Hoshiar (2023), Samai & Khazaei Pool (2024), Khademi et al., (2018), Ebadi nia et al., (2023), Shadmehri & Mosleh (2024), Magnus (2018), Dorina et al., (2019), Wenyuan et al., (2019), Jin Ho et al., (2021), and Lucia-Palacios et al,. (2020). According to the results of testing the research hypotheses, the following practical suggestions were presented: - When hiring, officials can hire people who have high public relations skills and do not have problems communicating with customers. Store managers are advised to consider temporarily increasing the number of sales personnel and cashiers during busy times of the store to provide better and faster service to customers so as to achieve their satisfaction. In order to address customer questions and complaints and try to resolve them, store marketing managers can create a communication system so that customers can easily send their criticisms and problems to store managers via SMS. Store managers should pay attention to the fact that if employees are aware of public relations knowledge, customer orientation and customer communication knowledge, job descriptions, and knowledge of the products they offer; they can give advice to customers upon request or even clear up any ambiguity for them.

Abstract Abstract The purpose of this study is to investigate the role of business intelligence in customer shopping cart analysis and its impact on shaping e-marketing in businesses. In this study, data mining methods in the field of online businesses have been used to analyze data related to 30,000 customers of online stores in Iran. Various algorithms, including K-means and multilayer perceptron neural network, have been used through SPSS MODELER software to cluster customers and analyze their behaviors. RFM criteria have been used to analyze customer shopping carts, and the results of the analysis have shown that the multilayer perceptron neural network has better performance than other algorithms and has provided high capabilities in accurate analysis of customer data. The final results show the clustering of customers into five groups with specific characteristics and optimized marketing strategies, emphasizing the role of business intelligence in improving e-marketing and intelligently responding to different customer needs. Introduction The penetration of the Internet in the marketing and e-commerce environment has greatly affected the entire business world. From the customer's perspective, a new and low-cost way of doing business has been created, and the globalization of trade, along with the reduction in the effectiveness of offline marketing, has prompted organizations to change their plans towards e-marketing. Therefore, customers have increasingly become fans of online transactions (Babai & Kalhor, 2017). Today, organizations must operate in a dynamic environment to maintain a competitive advantage because the lack of acceptance of change and lack of coordination with the environment can prevent them from achieving their goals. In order to meet their future needs, organizations must first have a precise understanding of their social and internal changes and developments, and secondly, feel the need for development. Understanding the relationship of an organization with its environment is not only a necessity, but also has an undeniable impact on the continuity of its activities due to its dynamic nature and the connection and interaction of information and energy. In general, the most influential environment of an organization is everything outside its borders, affected by political, economic, social, and cultural factors, and even the level of technology of the countries in which the organization operates (Hameti & Vojoudi, 2015). In today's rapidly changing business environment, the need for useful business information for organizations is vital not only for success but also for survival. With the growth of the information technology industry and the acquisition of various experiences in the field of information collection, storage and retrieval, the issue of giving meaning to data and facilitating the decision-making process has simultaneously become the focus of attention of information technology experts and management and business science specialists. Business intelligence solution is a new technology that, after collecting, storing, cleaning, integrating, analyzing and retrieving information, makes the decision-making process easier for managers. In other words, business intelligence can be considered as a data refinery where the aggregation and integration of data will add value to the organization (Vamsi, 2017). The ability to collect, process, and analyze data for business management purposes, also known as business intelligence, is rapidly becoming a necessity for businesses. However, it is difficult for most organizations to reap the benefits of data analytics without specific tools and procedures (Hosseini & Pasadast, 2018). Companies need to better understand the connections between satisfaction and loyalty in the online environment in order to allocate their online marketing efforts to satisfaction and loyalty programs. Brand evaluation is certainly possible on social media more than in other media. Customers in e-businesses share a lot of information with organizations, and analyzing this information using business intelligence tools can play an important role in improving e-businesses in various sectors, such as e-business marketing. The problem that the researcher seeks to answer in this study is to investigate the role of business intelligence in analyzing customer shopping carts and how it can lead to shaping e-marketing in businesses. Theoretical Framework Business Intelligence Business intelligence is the ability of an organization to explain, plan, predict, solve problems, and learn in order to increase organizational knowledge, and therefore it is a solution that is responsible for converting data into information and knowledge needed by the organization for decision-making and actions. This knowledge may be about customers, competitors, other factors outside the organization, and the organization's internal environment. Customer knowledge has two basic concepts: first, collecting information that the organization needs to know about the customer, and second, collecting information and insight that the organization needs to create strong relationships with the customer, both of which require proper management of customer knowledge (Akhgari et al., 2020). Customer Relationships The word CRM stands for Customer, Relationships, and Management. Here, we mean the customer, the end consumer, who plays a supporting role in value-creating relationships. Relationships are about creating more loyal and profitable customers through “learning relationships”. Management, creativity, and leadership are the processes of customer-centric business and putting the customer at the center of an organization’s processes and experiences. CRM is fundamentally driven by marketing and begins with an in-depth analysis of customer behavior. CRM is a continuous process that involves creating and applying market knowledge and intelligence to maintain a portfolio of customer relationships that is most productive (Shefiei et al., 2019). Data Mining Data mining is the process of discovering patterns, relationships, and hidden knowledge from big data using statistical techniques, machine learning, and artificial intelligence. Data mining is the analysis and discovery of large amounts of data in order to discover new, valid patterns, in order to understand the data. Data mining is the process of extracting hidden, understandable, and actionable information from large databases and using it in important business decisions (Sadaf & Yilmaz, 2019). Azadikha (2022) stated in a study that implementing a method that can help each individual diagnose or prevent behavioral disorders can be considered an important step towards preventing and controlling these disorders, especially in their early stages. The results of the evaluations showed that the decision tree algorithm achieved higher accuracy compared to other algorithms with an accuracy of 99.16 percent. Also, by running the created models on each question of the 71-question Minnesota test, the effect of each question in the evaluation was determined. Rahimi et al., (2021) in a study aimed at discovering the behavioral patterns of customers of a chain restaurant using data mining techniques stated that they achieved interesting results by analyzing 1.5 million customer records in five branches of a chain restaurant. In this study, first clustering was performed using the RFM method, and then data classification. The results helped identify loyal and profitable customers and ultimately led to improved restaurant profitability. One of the innovations of this study is the connection between clustering and data classification to extract customer behavioral rules Research Methodology This study is applicable in terms of purpose, and uses data mining analysis and business intelligence to identify hidden patterns in the shopping carts of customers of an Iranian online store. Data was collected from 30,000 customers and after preprocessing, data mining analyses were performed using IBM SPSS Modeler software. Research Findings The findings of this study show that online store customers are, by means of the K-means clustering algorithm, divided into five clusters, of which the third cluster has the largest number of customers and the first cluster covers the smallest number. Also, the results show that among the algorithms used, the multilayer perceptron neural network has the best performance, and high accuracy in data analysis has been achieved with Mean Precision and Mean Recall criteria of 0.745 and 0.72, respectively, and an overall accuracy of 99.9 percent. These results also emphasize that by using the RFM method, businesses can divide their customers into different clusters and optimize their marketing strategies based on the specific characteristics of each cluster. Conclusion The results of this study show that the multilayer perceptron (MLP) neural network algorithm performs better than other algorithms such as K-means and decision trees in analyzing the behavior of online store customers. The 99.9% accuracy of this algorithm shows that it can accurately simulate complex behavioral patterns and provide accurate predictions. Also, using the RFM model to cluster customers and focus on the specific characteristics of each cluster can help optimize marketing strategies and respond to diverse customer needs. Compared to previous studies, such as the study by Azadikha (2022) that used decision trees and achieved an accuracy of 99.16%, the multilayer perceptron neural network algorithm provides more accurate and stable performance. The study by Rahimi et al., (2021) also emphasizes the importance of data mining in restaurants, while the present study, using more advanced algorithms and analyzing data from a larger population, has been able to provide more accurate insights into online customer behavior. Also, the research of Aghazadeh et al., (2019) has combined the RFM model and data mining to increase customer loyalty, which is similar to the present study, but this study pays more attention to analyzing demographic characteristics and predicting the behavior of new customers. According to the results of the study, the following suggestions are made: Using a multilayer perceptron (MLP) neural network to analyze customer data. Using the RFM model for more accurate customer clustering and designing targeted advertising campaigns. Designing a marketing strategy tailored to each customer cluster. Special focus on attracting young and educated customers by designing products and advertisements suitable for this group.

Abstract Abstract The present study aimed to investigate the moderating role of gender in the effect of hedonic value and utilitarian value on impulse purchase among customers of the Persian Gulf Cultural Tourism Commercial Complex. This study is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population of this study is the customers of the Persian Gulf Cultural Tourism Commercial Complex, whose number was unknown. Accordingly, based on the Cochran formula, the sample size was 384 people, selected and determined by the accessible method. A questionnaire adapted from the research of Paramitha et al., (2022) with 36 items was used to collect data. Also, in order to analyze the data in this study, the structural equation modeling technique and other statistical tests using SPSS and Smart PLS software were utilized. The results of the study showed that hedonic value did not have a significant effect on the impulse purchase of customers of the Persian Gulf Cultural Tourism Commercial Complex. But utilitarian value had a significant effect on the impulse purchase of these customers. Also, gender has a moderating role in the effect of hedonic value and utilitarian value on the impulse purchase of customers of the Persian Gulf Cultural Tourism Commercial Complex. Introduction In recent years, attention to the consumer shopping experience as one of the key factors in analyzing customer behavior has increased. Shopping experience is a multidimensional concept formed from the interaction between the cognitive and emotional aspects of decision-making and can ultimately lead to behaviors such as impulse purchase. Accordingly, consumer perceptual values, which include two main dimensions, namely hedonic (emotional) and utilitarian (functional) values, play an important role in shaping purchase decisions. Hedonic values, which are more emotional, are associated with elements such as fun, excitement, and satisfaction, while utilitarian values ​​are evaluated based on logic, efficiency, performance, and usefulness of the product (Kim & Eastin, 2011). Various studies have shown that these values ​​can stimulate impulse buying behavior, especially when the customer is faced with a product without prior planning (Paramitha et al., 2022). On the other hand, one of the less studied aspects in the research literature is the role of gender as a moderating variable in the relationship between purchase values ​​and impulse buying behavior. Contradictory results in previous studies have increased the importance of studying this topic. For example, some studies have stated that men are more inclined to buy based on utilitarian values, while women pay more attention to hedonic values. However, some findings also indicate that there is no significant gender difference in impulse buying behavior and that the differences are more related to the type of product chosen. On the other hand, consumers who buy impulsively may make purchases due to both momentary excitement (hedonistic value) and recognition of the benefits of the product (utilitarian value). This is important because impulse buying behavior is based on both momentary emotions and can be rooted in the customer's rational evaluation (Yi & Jai, 2020). Overall, research evidence suggests that impulse buying behavior is not only influenced by perceptual values ​​(hedonistic and utilitarian), but also that gender can play a moderating role in this relationship. Given the conflicting results of previous studies and the lack of comprehensive studies in this field, it seems necessary to conduct research that examines the interaction of these factors, especially in specific contexts such as commercial-cultural markets such as the Persian Gulf Complex. Therefore, this study seeks to answer the question: what is the effect of hedonic and utilitarian values ​​on impulse buying and what role does the moderating variable of gender play in this relationship? Theoretical Basis Utilitarian Value Utilitarian value refers to the consumer's evaluation of the functional characteristics of a product. This value includes instrumental, functional, and cognitive benefits that cover basic individual needs such as the need for security. Utilitarian value is usually associated with tangible features of products and focuses on meeting functional and economic needs (Widagdo & Roz, 2021). Hedonistic Value Hedonistic value emphasizes fun, recreational, and emotional experiences during shopping. This value includes the emotional and psychological aspects of shopping, and customers who buy based on this value seek to enjoy without prior planning. In fact, hedonistic value refers to the amount of pleasure, happiness, and joy that the consumer expects from the purchase (Widagdo & Roz, 2021). Impulse Purchase Impulse purchase is an unplanned behavior in which emotion prevails over rationality (Paramitha et al., 2022). This behavior occurs when the consumer experiences a strong and sudden desire to buy a product immediately. Impulse buying is usually accompanied by disregard for the consequences of the purchase. Research Background Daneshvar Hamidi et al., (2024) in a study on customers of the Shahrvand chain stores in Tehran showed that experienced pleasure, arousal, social and physical factors affect impulse buying. Cunha et al., (2024) in their study found that the values ​​of pleasure, emotion and religiosity have a positive relationship, and the values ​​of health and knowledge have a negative relationship with impulse buying. Hajalian et al., (2023) in a meta-analysis study identified 13 factors affecting online, compulsive and impulse purchases. Research Methodology The present study is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population of this study is the customers of the Persian Gulf Cultural and Tourism Commercial Complex, whose number was unknown. Accordingly, the sample size, based on the Cochran formula, was 384 people selected and determined by the available method. A questionnaire was used to collect data. Also, in order to analyze the data in this study, the structural equation modeling technique and other statistical tests were used. To confirm the validity, face validity was used; and to confirm the reliability, the Cronbach's alpha coefficient criterion was used. Findings In this study, the Kolmogorov-Smirnov test was used to examine the normality of the data, which showed that the distribution of data related to the research variables was not normal. Also, in order to examine the research hypotheses using the structural mode:, it was determined: Gender as a moderating variable plays a significant role in the relationship between hedonic value and impulse buying. Gender also showed a significant moderating effect in the relationship between utilitarian value and impulse buying. Hedonic value did not have a significant effect on impulse buying. Utilitarian value has a significant effect on impulse buying. Discussion and Conclusion This study examined the moderating role of gender in the relationship between hedonic and utilitarian values ​​with impulse buying in the Persian Gulf complex. The findings of this study were consistent with the research of Khademi et al., (2023), Hasanpour et al., (2021), (Paramitha et al., (2022), Birjandi et al., (2019), Laili (2023), Astuti et al., (2022), and Rajan (2020). In the following, and based on the findings of the study, the following suggestions are presented: Market segmentation based on gender and designing differentiated strategies. Using targeted advertising to enhance perceived values. Applying smart pricing methods. Improving the shopping experience through functional product display.  

Abstract Abstract The aim of this study was to investigate the effect of business intelligence on financial performance by mediating innovation and network learning in companies in Zahak Industrial Town. This study is applicable in terms of purpose, and correlational in terms of nature and method. The statistical population of this study consists of all employees of the above-mentioned companies, whose number has reached 275 people in 2025. Due to the relative limitation of the statistical population, all members of the community were selected as a sample and studied as a census. The data collection tool was four standard questionnaires. Data analysis was performed using structural equations and PLS software. The research findings indicate that: Business intelligence has an effect on financial performance by mediating innovation and network learning. The results of this study show that business intelligence plays an important role in improving the financial performance of companies located in Zahak Industrial Town. This effect is strengthened not only directly, but also through two other key factors, namely innovation and network learning. Introduction In the current competitive environment, one of the prominent characteristics of which is the scarcity of resources, performance management and evaluation play an important role for the organization (Amado et al., 2012). Often, in research related to financial performance, the emphasis is on determining the relationships between financial indicators and their impact on company performance, and for this purpose, regression models are mostly used to show the impact of each of these indicators on performance (Yalcin et al., 2012). The question of many financial managers of companies, especially during economic recessions, is which financing model can achieve more appropriate financial performance for the company. This issue is also a matter of disagreement in the financing literature. Some consider using more debt due to the resulting tax savings, and some consider using more shares due to the lower cash outflow from interest payments to be appropriate for the company's financial performance. Several factors affect company performance, including business intelligence, network learning, and innovation (Huang et al., 2022). Learning is the vital road to understanding and adapting to the increasing speed of change, so educational organizations, which are the main producers of knowledge and information and the most extensive institution for producing knowledge, are considered the axis and engine of development in any society. In other words, learning organizations continuously change and improve their performance by utilizing the virtues, arts, values, and abilities of their employees and based on the lessons they learn through experience. The main motto of such organizations is "creativity and innovation". Innovation is a process in which a person first lets his imagination soar to the heavens, then brings it down to earth and engineers it (idea engineering) to become an idea, then transforms the ideas into practical, useful and appropriate ideas through idea management. (Creativity) then transforms the ideas into goods, services and processes and finally ends with the commercialization of new or developed products, services and processes in the market. In other words, creativity is a prerequisite for innovation, but it should be noted that there is often a long way from creativity to innovation, which is usually facilitated by entrepreneurs (Asri et al., 2012). Several factors affect networked learning and innovation, among which we can mention business intelligence (Huang et al., 2022). Business intelligence is a valuable and irreplaceable internal resource that helps startups develop and expand their knowledge base for managers (Chen et al., 2025). The goal of business intelligence is to automate and integrate as many business steps and tasks as possible. Recently, the implementation and configuration of business intelligence systems has become one of the top priorities of senior information managers in organizations. Business intelligence can have a significant impact on a company's performance and is therefore a high priority for many companies (Hawking & Sellitto, 2010). In today's competitive world, organizations must either change their structure or equip themselves with the tools to adapt to these changes and control them; so that today, intangible and intellectual capital called knowledge, is seen as an important and vital factor. However, it is noteworthy that acquiring knowledge and achieving an organization's knowledge base is not possible without learning (Kalani et al., 2013). Despite the importance of financial performance and the role of business intelligence, innovation, and network learning in it, we seek to answer the question: does business intelligence affect financial performance through the mediating role of innovation and network learning in companies in Zahak Industrial Town? Theoretical Framework Business intelligence enhances the entrepreneur's ability to identify and exploit external opportunities and, as a result, may accelerate internationalization. (Mishra & Zachary, 2015). Business intelligence may improve firm performance by leveraging competitive advantage in market information management, organizational learning, and intellectual capital (Kalmuk & Acar, 2015). Nowadays, companies are increasingly investing in their information technologies to build more advanced business intelligence capacity (Carayannis et al., 2018). Exporting SMEs have limited knowledge of foreign market conditions. In this context, business intelligence capacity may have a significant impact on the international performance of SMEs by enabling them to create competitive advantages to manage challenges during the internationalization process (Eyadat et al., 2025). Huang et al. (2022) conducted a study to investigate the impact of business intelligence on the financial performance of startups. However, business intelligence increases innovation by 0.99 units, and innovation in turn increases financial performance by 0.311 units, network learning increases innovation by 0.632 units, and network learning improves financial performance by 0.397 units. The effect of business intelligence on innovation as well as network learning also confirmed the effect of innovation and network learning on financial performance. We conclude that business intelligence affects financial performance indirectly and through the mediating role of innovation and network learning. Interestingly, these two factors are essential for improving financial performance. Network learning (mediating variable) means pervasive learning in the organization by relying on communication networks in different parts of the organization as well as communication networks with partners, colleagues, customers, etc. to keep the level of knowledge of the companies up to date (Huang et al., 2022). Many studies have shown that there are positive relationships between organizational innovation and company performance (Martins & Terblanche, 2003). The ability to create and develop innovative and unique products determines a company's competitiveness, especially when companies operate in international markets. Product innovation capacity indicates the company's ability to create, modify, or innovate product offerings to meet customer requirements (Pham et al., 2017). Product innovation improves time to market when introducing new products. As a result, product innovation leads to product advantage. Therefore, product innovation capacity can be valuable and rare; hence, when it supports the company to adapt to changing customer needs, it may lead to a competitive advantage for the company (Huang et al., 2022).  Methodology This research is applicable in terms of purpose, and correlational in terms of nature and method. In other words, the result of this research is used for an organization (the companies under study). The data collection tools are four 15-question business intelligence questionnaires, 12-question innovation questionnaire, 6-question network learning questionnaire, and 10-question financial performance questionnaire of Huang et al. (2022). The questionnaire options for respondents are designed as follows: (I Strongly agree, I agree, I somewhat agree, I disagree, I completely disagree), which is given a score of 5 to 1. The statistical population of this study consists of all employees of the companies in the Zahak Industrial Town, whose number has reached 275 people in 2025. Due to the relative limitation of the statistical population, all members of the population were selected as a sample and studied as a census. Structural validity was applied using the PLS software. Findings The path coefficient between the variable of business intelligence on financial performance in the companies in the Zahak Industrial Town is 0.615 and the t-statistic is 8.168. The path coefficient between the variable of business intelligence on innovation in the companies in the Zahak Industrial Town is 0.952 and the t-statistic is 14.528. The path coefficient between the variable of business intelligence on network learning in the companies in the Zahak Industrial Town is 0.511 and the t-statistic is 5.943. The path coefficient between the variable of innovation on financial performance in companies in Zahak Industrial Town is 0.424 and the t-statistic is 4.958. The path coefficient between the network learning variable on financial performance in companies in Zahak Industrial Town is 0.941 and the t-statistic is 12.357. Therefore, business intelligence has a significant effect on financial performance with the mediating role of innovation and network learning in companies in Zahak Industrial Town.  Discussion and Conclusion The purpose of this study was to investigate the effect of business intelligence on financial performance with the mediating role of innovation and network learning in companies in Zahak Industrial Town. The results of the study and its findings indicate the fact that in general, business intelligence has a significant effect on financial performance with the mediating role of innovation and network learning in companies in Zahak Industrial Town. Business intelligence can improve financial performance through innovation and network learning. That is, by increasing the numerical value of business intelligence, network learning and innovation are improved and consequently financial performance increases. These findings indicate that if a company is able to predict changes in the markets and has a proper response to marketing actions, its financial performance will undoubtedly improve. The results of this test are generally consistent with the findings of the Huang et al., (2022), and confirm the results of this research.

Abstract Abstract The aim of this study is to investigate the effect of marketing capabilities and market performance on improving strategic goals with the mediation of competitive intensity among export companies in Zanjan province. This study is applicable in terms of purpose, and is descriptive-analytical, using a survey method with a correlational approach. The statistical population of the present study includes commercial managers in export companies in Zanjan province, whose number is 300 people, and the statistical sample is 168 people selected by the Cochran formula and a simple random method. The data collection tool is a standard questionnaire, and the validity was confirmed in a face form and factor analysis method with the KMO index, as well as their reliability by reporting the total Cronbach's alpha coefficient. Descriptive and inferential statistical methods were used in data analysis, and, SPSS version 21 software was used in descriptive analyses, and structural equations and LISREL 8.8 software were used in inferential analyses and testing of research hypotheses. The results show that marketing capabilities have a significant effect on strategic goals in export markets; market performance has a significant effect on strategic goals in export markets; marketing capabilities have a significant effect on strategic goals in export markets due to competitive intensity (competition in foreign markets), and market performance has a significant effect on strategic goals in export markets due to competitive intensity (competition in foreign markets). Competitive intensity (competition in foreign markets) has a significant effect on strategic goals in export markets. Introduction Strategic objectives are the basis for selecting the next strategies of companies and their implementation actions; as a result, they allocate important resources, are dependent on the path, and ultimately involve performance results (Kim & Park, 2023). Manufacturing companies export their products through distributors abroad by focusing on continuous investments. Therefore, in competitive strategies, we are looking for business levels of companies in export markets that are focused on the goal of this company (Rezaei & Ahmadi, 2023). Given the importance of export companies, it should be noted that the marketing unit of organizations, especially at the international level, by choosing what types of strategies, solutions, and approaches can turn internal weaknesses into strengths and environmental threats into opportunities, and realize and materialize their goals by taking advantage of internal capabilities and environmental opportunities (Alizadeh & Mousavi, 2021). Organizations that choose a differentiation strategy (Bahrami & Ahmadpour, 2023) can identify customer groups that want benefits beyond those of undifferentiated products. These customers tend to obtain sufficient benefits to gain more value. Also, organizations focus on tight cost control and cost effectiveness in all operational areas by implementing a cost reduction strategy (Singh & Gupta, 2024). On the other hand, marketing capabilities help the company to establish and maintain its relationship with customers and members of distribution channels. International marketing capabilities create a strong brand image that allows companies to have excellent financial performance (Hosseini & Naderi, 2022). Due to increasing environmental complexity and intense competition, export companies must think about achieving their competitive advantages. The existence of a competitive advantage in an organization means better performance than competitors, which ensures profitability in the short term and organizational survival and growth in the long term (Nikpour, 2022). Competitive advantage is created in the long term for a company that has capabilities superior to competitors. The opportunities facing export companies to maintain competitive advantage are determined by their capabilities. A distinctive capability or competency can be described as an important feature that makes the organization and company superior. One of the important capabilities is the capabilities of the marketing unit (the responsibility and resources of the marketing unit). The capabilities of the marketing unit are a suitable tool for this unit to influence the organization (Jahangiri, 2022). Therefore, understanding how marketing capabilities affect marketing influence in the organization is of great importance. One of the vital elements of success in the competitive world and the survival of export companies is the ability to successfully market products and services, which is possible through the use of competitive strategies. Market orientation can also be useful in achieving the company's goals, strategies, and plans and provide the possibility of achieving superior performance and a greater market share; businesses have no choice but to improve their marketing capabilities to gain an edge over their competitors and attract and retain customers (Maleki & Sadeghi, 2021). Given the above, the main question is: how marketing capabilities and market performance can affect strategic goals through competitive intensity? Theoretical Framework Marketing Capability: Marketing capabilities are an integrated process in which companies use tangible and intangible resources to understand the complexity of specific customer needs, achieve a relative differentiation of products for competitive advantage, and ultimately achieve an appropriate brand quality (Sang, 2007). Organizational capabilities are usually defined as the ability to leverage organizational assets and their expansion in a useful way. Capabilities are invisible, difficult to determine their quality, and cannot be imitated, and are a source of competitive advantage (Ahmed & Brown, 2022). Differentiation Strategy: In the differentiation strategy, the company's activities are focused on providing and manufacturing a unique product or service. In this strategy, the company tries to charge customers a higher price than usual by offering unique products (Thompson & Roberts, 2025). Cost reduction strategy: Cost reduction strategy expresses the company's attempt to create a competitive advantage by achieving the lowest cost in the industry. By implementing a cost reduction strategy, companies focus on strict cost control and cost effectiveness in all operational areas (Oliveira & Souza, 2023). Market performance: Market performance is defined as a constant performance that depends on the level of customer loyalty and honesty, profit from new customers, and access to the desired market share and growth rate (Li, Chen, 2024). Competitive intensity: Competitiveness arises from a combination of assets and processes. Assets are either endowed (such as natural resources) or man-made (such as infrastructure) and the processes that convert assets into economic benefits from sales to customers and ultimately create competitiveness (Sadeghi, 2023). Research Methodology This research is applicable in terms of purpose, and descriptive-analytical method, using a survey method with a causal approach. The statistical population includes commercial managers in export companies in Zanjan province, numbering 300 people, and the statistical sample is 168 people, selected by the Cochran formula and simple random method. The primary data collection tool is a standard questionnaire, and the validity was confirmed in the form of face validity, and factor analysis method with the KMO index, as well as their reliability by reporting the total Cronbach's alpha coefficient (0.907(. Research findings Descriptive and inferential statistical methods were used in data analysis, and SPSS version 21 software was used in descriptive analyses; and structural equations and LISREL 8.8 software were used in the inferential analyses and testing of research hypotheses. The results of the research using the path analysis technique show that marketing capabilities have a significant effect on strategic goals in export markets; market performance has a significant effect on strategic goals in export markets; marketing capabilities have a significant effect on strategic goals in export markets due to competitive intensity (competition in foreign markets); and market performance has a significant effect on strategic goals in export markets due to competitive intensity (competition in foreign markets). Competitive intensity (competition in foreign markets) has a significant effect on strategic goals in export markets. Conclusions The findings of this study showed that marketing capabilities play a key and direct role in achieving the strategic goals of export companies. These capabilities, which include the ability to analyze the market, design and implement marketing strategies, product development, and customer relationship management, help companies better orient themselves towards their long-term goals. Market performance, as an influential factor, also had a positive relationship with the strategic goals of companies. Companies that are more successful in market performance indicators such as market share, customer satisfaction, and sales growth have been able to formulate and implement more effective strategies. This shows that the current market performance not only indicates the current state of the company, but also has a guiding role in formulating future strategies. On the other hand, the role of competition intensity as a mediating variable was well confirmed. The results showed that in highly competitive conditions, the impact of marketing capabilities and market performance on strategic goals is strengthened. In other words, the more competitive the market, the more companies are forced to optimize their marketing capabilities in order to achieve their strategic goals. These findings are consistent with existing theories such as the resource-based view (RBV) and the environmental dependency theory. According to these theories, in order to compete effectively in challenging markets, companies must develop specific resources and capabilities and adapt them to market conditions. Therefore, it is recommended that companies analyze the competitive environment of export target markets in the form of market intelligence reports and use it in formulating strategies. Also, by improving the level of effective marketing skills and capabilities, managers can take the necessary measures to promote strategic thinking in the firm, especially at management levels, as well as establish efficient strategic management in the firm (developing, implementing, and continuously evaluating strategic plans at different levels). On the other hand, company managers can increase profitability and promote strategic goals by employing specialized working groups in the field of identifying target markets in order to increase capacity and flexibility in accepting new product development conditions. In order to improve overall performance, export companies should strive for comprehensive understanding of the organization's environment and understanding customers and their needs. For example, they can use marketing research to identify customer needs and desires, competitors' strengths and weaknesses, and optimize marketing and sales activities. By increasing the capabilities of new services and products, they can be in a better position compared to their competitors and thus be able to meet customer needs in a desirable way.

Abstract Abstract The aim of the study is to investigate the impact of technological tools, technological limitations and digitalization of trade on the development of international trade of small and medium-sized enterprises, moderating the type of industry (type of company activity). This study is applicable in terms of its purpose, and descriptive-analytical in terms of its method, using a survey method with a causal approach. The statistical population of this study is the administrative staff of small and medium-sized enterprises in Zanjan, the statistical sample is 110 people selected by the Cochran formula. The primary data collection tool is a questionnaire, and its face validity and reliability were confirmed by reporting the total Cronbach's alpha coefficient. SPSS version 21 software was used in data analysis, and structural equations and LISREL 8.8 software were used in the inferential analysis and testing of research hypotheses. The results of the study show that technological tools, technological limitations and trade digitalization have a significant impact on the development of international trade with the moderating role of the type of industry of small and medium-sized enterprises. Introduction The rapid advancement of technology has led to the creation of the digital age. Digital activities are becoming the most important part of the marketing process (Denicolai, 2021).) A penetrating look at the world around us reveals the fact that today's world is much different than yesterday and that in order to survive in such a hyper-competitive market, businesses must compete with other businesses in line with this era. Accordingly, they should take a smarter look at digital marketing and benefit from it (Del Giudice et al., 2019). On the other hand, trade digitalization is a type of marketing that is carried out through digital channels, both online and offline. In this method, all possible capacities and channels available in the digital world are used to deliver information to the customer or consumer (Rashidi et al., 2023). Also, today, new technologies and digitalization are considered the most vital components of commercial and industrial organizations, such that economic theorists have called technology the engine of the economy and believe that it plays an important role in the development of a country (Salamzadeh et al., 2019) because digitalization is a vital tool for organizations to achieve competitive advantage and organizational innovation (Karimi, K. Mahmoodi Ranani, 2025). Given the complexities of human life, technological tools, due to their transformability and the great influence they have on educational, cultural, economic, etc. growth, are considered one of the most dynamic and controversial fields of science and technology (Dana, et al., 2022). This technology is a medium that allows for the expression of a wide range of information, ideas, concepts, and messages. To examine this issue more deeply, the age and size of the company may be important, as some believe that older and larger companies (in terms of size) are usually more capable of competing on international stages (Ben Slimane, Moeuf, 2022). The type of company's activity refers to the field of work and the product or service that the company offers. For example, an automobile manufacturing company, an information technology company, and a financial services company each have a different type of industry (Khin, Ho, 2019). Today, accessing new technologies and digitization as an effective and vital tool and obtaining central and strategic information is a significant advantage for organizations, because more, faster, more appropriate, and more efficient service delivery in industrial companies in Zanjan will all be achieved as a result of using up-to-date and efficient technologies. These systems have provided the basis for managers to use appropriate information anywhere and anytime in their various decision-making. On the other hand, the competitive environment of industrial companies in Zanjan, because it is changing rapidly and the type of changes has become very diverse, requires capabilities that can create a sustainable competitive advantage for the organization. These developments increasingly highlight the need to utilize operational and dynamic capabilities; processes whose role is to change the organization's basic resources. Hence, the main question is as follows: Do technological tools, technological limitations, and digitalization of trade affect the development of international trade of companies located in Zanjan industrial towns by moderating company activity? Theoretical framework Digitalization of trade: Digitalization of trade means the acceptance or increase in the use of digital technologies by an organization, industry, or country and is a process that changes the structure of many areas of people's social life in the field of digital communications and media infrastructure in the field of trade (Garcia et al., 2023). Technological tools: The process of fundamental change, enabled by the innovative use of digital technologies, combined with the strategic leverage of key resources and capabilities, with the aim of fundamentally improving an entity and redefining its value proposition to stakeholders (Reis et al., 2018). Technological constraints: These are various factors hinder the development, adoption and effective use of technologies. These barriers can be technical, economic, social, cultural, or even political in nature (Vial, 2019). In general, technological constraints can be divided into the following categories (Li et al., 2018): -Technical barriers: Highly complex technologies may have high development and maintenance costs and require a specialized workforce -Economic barriers: High costs: Developing and implementing new technologies often involves very high costs. Return on investment is uncertain. -Social barriers: Resistance to change: People may resist adopting new technologies because they are accustomed to old ways of doing things. -Cultural barriers: Cultural beliefs: Some cultural beliefs may conflict with the development and use of new technologies. -Political barriers: Cumbersome regulations and laws: Complex and cumbersome laws and regulations can hinder the development and commercialization of new technologies Internationalization: Internationalization means that a company operates in one or more foreign markets and therefore expands its activities in an international context. Internationalization also helps companies gain a competitive advantage in doing business abroad (Ly, Mason, 2020). Industry type: Industry type refers to the classification of companies based on their main field of activity, which indicates the field of specialization and the nature of the company's business (Rachinger et al., (2019). Research methodology This research is applicable in terms of purpose, and descriptive-analytical method, using a survey method with a causal approach. The statistical population in this study includes employees in the administrative department of small and medium-sized companies in Zanjan, and the statistical sample is 110 people, selected by the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, and the validity was confirmed in the form of a face-to-face and factor analysis method with the KMO index, as well as their reliability by reporting the total Cronbach's alpha coefficient Research findings Descriptive and inferential statistical methods were used in data analysis; descriptive analyses by the SPSS software version 21, and inferential analysis and testing of research hypotheses by structural equations and LISREL 8.8 software. The results of the study using the path analysis technique show that technological tools, technological constraints and trade digitalization have a significant impact on the development of international trade with the moderating role of the type of industry of small and medium-sized enterprises. onclusion By conducting this study, we found that in today's world, technology is recognized as the main driver of economic growth and development. Small and medium-sized enterprises are no exception to this rule. With the increasing progress of information and communication technology, new tools and methods have been made available to these companies for conducting international trade. Also, familiarity with the methods of entering global markets is one of the important components of the success of companies in achieving a greater market share. These results are in accordance with the findings of Priya et al. (2023), who emphasized the role of digital transformation in the process of internationalization. Therefore, it is recommended to managers and experts of industrial companies in Zanjan province that sufficient and specialized human resources be used in the evaluation and supervision of information and communication technology projects, and that the information and communication technology development strategy be formulated and implemented in full detail. In general, it is recommended to managers and experts of small and medium-sized industrial companies in Zanjan province that laws and regulations, as well as holding various types of tenders and evaluating proposals correctly, be considered important for the use of information and communication technology, and that supervision of the use of information and communication technology be carried out by specialized and trained individuals, because supervision and management of the design of information and communication technology projects by a specialized team indicates the type of expertise of individuals in the use of information and communication technology. Since the use of information and communication technology requires investment and allocation of the necessary budget by organizations, it is recommended to managers and experts of small and medium-sized industrial companies in Zanjan province to pay attention to this issue and make extensive investments in creating and updating software and hardware systems. Of course, this investment must be commensurate with environmental changes and current activities. It is also recommended to managers and experts of small and medium-sized industrial companies in Zanjan province to hold numerous seminars and workshops by top-level managers to justify information technology. For human resources, all relevant units in the organization should be present, and cooperation should be carried out to upgrade information technology systems in a regular and planned manner. It is recommended that employee empowerment operations, especially in the field of information technology, be ongoing, so that this can be considered an important factor in the acceptance and support of information and communication technology. Employee empowerment in information and communication technology should be such that relevant data is made available to employees during the implementation of the application program so that they can communicate between old and new systems and become aware of the opportunities that have arisen.

Abstract Abstract The purpose of the present study is to interpretive-structural modeling of uncertainty and risk factors and increasing flexibility in capital budgeting decisions with an investment discretionary approach. The method of this research is applicable in terms of purpose, and qualitative in terms of method type. The statistical population of this study included 18 power plant experts from Mejmar who had at least 10 years of teaching, research, and management experience in power plants. Purposive sampling was used in this study. The data collection method was referring to documents and semi-structured interviews. The fuzzy Delphi method was used to analyze the findings, and the MICMAC software was used for influence and impact. The results showed that the variables of technology and information factors, organizational structure and culture, and economic factors had high influence and had low impact and were in the area of ​​independent variables. Political and international factors, as well as legal and regulatory factors, have similar influence and degree of dependence, so it is a linked variable. Financial and budgetary factors also have high dependence but low influence, so they are considered dependent variables. No variable is in the first quadrant, i.e. the autonomous area. Introduction Since the late 1970s, along with the spread of advanced financial techniques such as internal rate of return and net present value at the company level, many researchers have offered criticisms regarding the use of these techniques in valuing strategic investment decisions (Dai et al., 2021). The first criticism is related to the inability of these techniques to correctly value uncertain investments, in situations where the company has a degree of flexibility in decision-making (Alipour & Behdadian, 2020). In particular, early proponents of the discretionary theory of capital assets criticized the NPV method for considering decisions purely as if-or-not, without considering the value of flexibility (choosing between different options when receiving new information). By applying the theoretical framework presented for pricing contingent claims, financial researchers have proposed the capital asset investment option theory as an alternative to the net present value method to overcome its shortcomings. Since the aforementioned conditions are often related to the structure of strategic decisions, the capital asset investment option theory claims to be the best method for valuing such decision-making issues (Cheong, 2021). Strategic cost management attempts to bridge the gap between financial techniques and strategy by introducing strategic insights into the evaluation of investment decisions; because strategic cost management as a theoretical framework is able to consider the aspects of strategic positioning, value chain, and cost accounting and management. Although the theory of investment discretion in capital assets and risk management belong to two distinct scientific worlds (i.e., financial management and cost accounting), it seems that they both address the same problem, which is how to improve the effectiveness of the techniques used in making strategic investment decisions. It is worth noting that the theory of investment discretion in capital assets and strategic risk management differ in the way they approach this problem. At first glance, it seems that the discretionary theory of capital assets focuses more on the adequacy of the accounting algorithm with respect to the intra-organizational structure of the decision (i.e., uncertainty, risk, and flexibility), while strategic risk management places more emphasis on the relationship of the decision with the company's strategy. Therefore, it would be useful to compare these two methods in order to identify commonalities and the possibility of integrating them into a single framework (Deng & Lin, 2021). Therefore, this research seeks to answer the question: what is the interpretative-structural modeling of uncertainty and risk factors and increasing flexibility in capital budgeting decisions with the discretionary approach?  Theoretical Framework Investment Options Investment options imply that in many project evaluation scenarios, firms will have one or more options to make strategic changes to the project during its life. This strategic option, known as investment options, is generally ignored in standard discounted cash flow analysis techniques. However, these options can increase the value of a project by eliminating undesirable returns and creating new opportunities in the future (Makarem et al., 2023).  Environmental Uncertainty Environmental uncertainty is a type of inability to predict the possible outcomes of a decision. Chandler states that environmental uncertainty is a condition under which organizations adjust their framework and is caused by environmental factors of the organization that relate to the degree of change that characterizes the environmental activities related to the organization's operations, including the unpredictability of the activities of customers, suppliers, competitors, and legal entities (Hamidian et al., 2023). Capital Budgeting Capital budgeting is the process of identifying, evaluating, planning, and financially supporting major investment projects in organizational units. Decisions made in connection with capital budgeting largely affect the success of the organization in achieving its set goals. Therefore, capital budgeting plays a major role in the long-term success of these units (Rezaei et al., 2025). Rezaei et al. (2025) examined a model for identifying uncertainty and risk and increasing flexibility in capital budgeting decisions with an investment discretion approach. Based on the results obtained, 6 constitutive themes and 14 basic themes were identified. The 6 constitutive themes are political and international factors, legal and regulatory factors, financial and budgetary factors, technology and information factors, organizational structure and culture, and economic factors. The dimensions of the organizational structure and culture factors are: structure and organization, human resources, and management. The dimensions of technology and information factors are: information technology environment and information sharing. The dimensions of economic factors include: economic structure and economic environment. The dimensions of political and international factors include: political structure and environment and transnational and international factors. The dimensions of legal and regulatory factors include: general legal factors and specific legal factors. The dimensions of financial and budgetary factors include: human factors and individual capabilities, intra-organizational requirements and factors, and exogenous factors and requirements. Hirota & Yunoue (2022) examined fictitious financial laws and accounting: Evidence from capital budgeting in Japan. The results showed that municipalities participate in stock flow adjustments by increasing their expenditures and revenues through intergovernmental transfers, which indicates creative accounting because it allows municipalities to delay the improvement of their financial conditions. To evaluate a new financial law, we should examine not only targeted indicators, but also non-targeted ones that municipalities have no incentive to control. Research Methodology The method of this research is applicable in terms of purpose, and qualitative in terms of method type. The statistical population of this research includes 18 power plant experts from Mejmar who have at least 10 years of teaching, research and management experience in power plants. In this research, purposive sampling method was used. The data collection method is referring to documents and semi-structured interviews. Research findings The fuzzy Delphi method was used to analyze the findings, and MICMAC software was used for influence and impact. The results showed that the variables of technology and information factors, organizational structure and culture, and economic factors have high influence and low influence and are in the area of ​​independent variables. Political and international factors, and legal and regulatory factors have similar influence and level of dependence, so they are linked variables. The variables of financial and budgetary factors also have high dependence but low influence, so they are considered dependent variables. No variable is in the first quadrant, i.e. the autonomous area. Conclusion The present study aimed to interpretative-structural modeling of uncertainty and risk factors and increase flexibility in capital budgeting decisions with an investment discretionary approach. The results of this study are consistent with the results of Rezaei et al. (2025), Hirota & Yunoue (2022), Frost & Rooney (2021), Dai et al. (2021), Zhang (2021), Cheong (2021), Vatanparast & Maleki (2020), Khoshkar Hassankiadeh et al. (2020), and Mashhadizadeh et al. (2020). Mashhadizadeh et al. (2020) showed that the economic evaluation of investment projects, given the uncertainty prevailing in their financial conditions, requires a new thinking called investment discretion theory to cover the shortcomings of traditional capital budgeting methods, including being static and not considering uncertainty. The results indicate the impact of uncertainty factors on the investment environment and the existence of a significant relationship between the use of investment flexibility and discretion with increasing the value of investment in this power plant. In addition, the experts positively evaluated the effect of using expansion, patience, and delegation options to increase the flexibility of investment decisions in this power plant. Considering the results obtained, the following suggestion is made: By planning and implementing training and professional development courses for employees, they can be improved and provided with the necessary capabilities to face changes and risks.

Abstract Abstract
The aim of this study was to design a job rotation program model at the worker levels of the Barez Industrial Group. This study is applicable-developmental in terms of its purpose, and qualitative and quantitative in terms of its research method. The data collection tool consisted of two parts: a review and exploration of research literature in the library section, and semi-structured interviews in the field section. The participants of this study in the field section included 10 managers and supervisors of the Barez Industrial Group. The selection of individuals was carried out by purposive sampling and continued until the theoretical saturation stage. The coding and text analysis process of the interviews was carried out qualitatively. The research findings showed that forty indicators were extracted in four components: "duties and responsibilities", "technical skills", "environmental conditions-equipment" and "safety requirements". In the quantitative phase, clustering using the K Means algorithm classified the stations into four clusters: "Production", "Safety and Health", "Operations" and "Control and Supervision". In the production cluster, advanced technical knowledge in the field of materials and production engineering was identified as the first and most important skill. In the safety and health cluster, in-depth knowledge in the field of occupational safety and health was identified as the first and most important skill. In the operational cluster, operational and equipment maintenance skills were identified as the first and most important skill. In the control and supervision cluster, supervisory and quality control skills were identified as the first and most important skill.
Introduction
At the beginning of the third millennium, human resources have been considered as the most important capital of organizations and a key factor in their survival; in such a way that ensuring that individual competencies match job requirements not only affects the effectiveness of individual performance, but also has broad implications for the productivity of the entire production system and the quality of products (Smith, 2025). In many advanced industries, despite relying on new technologies and huge investments in machinery, there are still numerous problems in matching jobs with employees' abilities. This inadequacy is mainly manifested at the worker level, where the physical and mental burden of work is greater, and can lead to reduced motivation, reduced job satisfaction, and operational errors (Johnson & Lee, 2025). One of the direct consequences of job mismatch in industrial environments is the prevalence of musculoskeletal disorders. Global studies show that after occupational respiratory diseases, musculoskeletal disorders are the second most common cause of occupational disability among industrial workers, and impose billions of dollars in medical costs and employee absence on economic systems annually (Garcia et al., 2025). These problems not only threaten the physical health of workers, but also directly affect the performance and competitiveness of organizations by reducing useful working hours and increasing production downtime (Anderson & Patel, 2025).
A study conducted in Japanese automobile companies reported that the implementation of organized job rotation programs resulted in an 18% reduction in the incidence of musculoskeletal disorders and a 25% increase in job satisfaction scores among workers; however, these programs lacked a formal training component to familiarize employees with the principles of workplace ergonomics (Yamamoto et al., 2025). On the other hand, a study in South Korean electronics companies showed that combining job rotation with short training periods during shifts can increase the effectiveness of ergonomic risk control by up to 30% (Park & ​​Choi, 2025).
Considering the above international experiences, it seems that designing an integrated job rotation model at the worker level should include three main components: planned rotation diversity, in-rotation training, and multidimensional monitoring and evaluation. In the Barez Industrial Group, the lack of such a coherent model has led to job rotation programs being implemented in a fragmented manner and without detailed evaluation; which has not only delayed the achievement of ergonomic injury reduction goals, but also deprived the opportunity to fully utilize the capabilities of employees in different work environments. Initial internal studies confirm that implementing a targeted framework can increase useful working hours by up to 15% and reduce the rate of absence due to musculoskeletal problems by the same proportion (pilot study, 1400). Therefore, designing and presenting an applicable model for job rotation programs at the worker level with the aim of promoting motivation, developing knowledge, and ensuring ergonomic satisfaction is a practical and research necessity. The present study aims to develop this model and test it in the Barez Industrial Group, in order to establish systematic mechanisms and show how the combination of human resource management and industrial ergonomics can increase the health of the workforce and improve organizational performance. Based on the above explanations, this study seeks to answer the question: What is the job rotation program like at the worker levels of the Barez Industrial Group?
Review of theoretical foundations:
Job rotation
Job rotation is a method of human resource development that can strengthen the work morale of employees while developing their vision. The main purpose of implementing job rotation is not to transfer, grant promotions, appointments, and advancements, but if it is implemented in a calculated and targeted manner, it can be an effective aid in properly achieving the above and each of the motivational and developmental factors, and even designing the path of job movement. In implementing job rotation, it is necessary to consider cultural, environmental, structural, etc. factors, determine organizational levels, and analyze the conditions to determine the appropriate method of job rotation (Sowunmi, 2022).
Proper rotation of personnel in different jobs ensures that the fit between jobs and their employees is continuously maintained. Given that humans move towards excellence and development, continuously keeping personnel fixed in organizational positions and jobs is neither in the interest of the organization nor in the interest of its employees. Employee turnover in an organization is one of the effective management tools and is usually done in different ways. Promotion, transfer, job rotation, and temporary or permanent separation from service are considered major human resource turnover in an organization (Assuncao et a.l, 2022).
Garcia & Lopez (2025) conducted a study titled “Optimizing Job Rotation Programs Using Reinforcement Learning in Manufacturing Industries”. The results showed that the proposed model reduces skill learning time by 30% and increases productivity by 20%.
Robinson et al. (2024) conducted a study titled “The Effect of Structured Job Rotation on Reducing Turnover in the Technology Sector”. In this study, the research method was a descriptive-analytical survey. The results showed that structured job rotation decreases the turnover rate by 15%.
Research Methodology
The present study is an applicable-developmental research in terms of its purpose, and is a mixed-method research in terms of its method. Initially, the required skills were identified through qualitative content analysis. For this purpose, semi-structured interviews were used. To accurately identify the skills and capabilities required for each workstation, semi-structured interviews were conducted with 10 managers and supervisors of workstations with at least 5 years of experience in the Barez Industrial Group. Each interview took between 30 and 45 minutes and was accompanied by audio recording and careful note-taking. Coding and text analysis of the interviews were performed qualitatively. After that, clustering was performed using the K Means algorithm. Then, hierarchical analysis was used to determine the optimal number of clusters.
Research findings
The research findings showed that forty indicators were extracted in four components: "Duties and Responsibilities", "Technical Skills", "Environmental-Equipment Conditions", and "Safety Requirements". In the quantitative stage, clustering using the K Means algorithm classified the stations into four clusters: "Production", "Safety and Health", "Operations", and "Control and Supervision". In the production cluster, advanced technical knowledge in the field of materials and production engineering was identified as the first and most important skill. After that, analytical skills for solving production problems were identified as the second, and the ability to manage processes and continuous improvement was identified as the third. In the safety and health cluster, in-depth knowledge in the field of workplace safety and health was identified as the first and most important skill. After that, communication skills and the ability to train others were identified as the second, and the ability to analyze risk and manage crises was identified as the third. In the operational cluster, operational skills and equipment maintenance were identified as the first and most important skill. Then, technical knowledge in the field of machinery and precision instruments ranked second, and the ability to control quality and prevent waste ranked third. In the control and supervision cluster, supervisory and quality control skills were identified as the first rank. Then, technical knowledge in the field of production processes and raw materials ranked second, and the ability to analyze data and production information ranked third.
Discussion and Conclusion
The purpose of the present study was to design a job rotation program model at the worker levels of the Barez Industrial Group. The research findings showed that the competencies and skills required for each workstation to improve productivity and ensure safety in each workstation should simultaneously pay attention to "duties and responsibilities", "technical skills", "environmental and equipment conditions", and "safety and health requirements". Adopting such an integrated approach, while ensuring product quality, leads to a reduction in occupational accidents and increased employee satisfaction (International Labor Organization 2021; Samadiet al. 2022). In the studies of Hosseini & Mousavi (2021), a similar four-component model has been presented in which the combination of specialized skills with soft skills such as teamwork and problem solving is introduced as a key factor for success in process industries.
Data analysis of the present study showed that the simultaneous application of seven criteria of “skill sharing”, “environmental compatibility”, “safety requirements”, “team interactions”, “task complexity”, “training needs”, and “psycho-physical load” not only allows for more accurate clustering of workstations, but also makes the output of the clusters very meaningful from an applicable perspective for human resource planning. This multi-criteria approach allows the purely technical or mechanical differences of the stations to be combined with the human, training and job pressures dimensions; Therefore, decisions are not based solely on production or physical line data, but also on person-environment compatibility (Moradi & Yazdani. 2020; Samadiet al. 2022).

Abstract Abstract
This research aims to explain the pattern of brand selection and development with emphasis on the role of positioning strategy in Yek-o-Yek Food Industries Company. The research method is applicable in terms of purpose with quantitative approach. The statistical population of the research is all customers and consumers of Yek-o-Yek Company products, selected through non-random and available sampling method and 384 people according to Morgan table. The data collection method is a field method using a researcher-made questionnaire. The validity and reliability of the questionnaire were confirmed by construct validity, composite reliability, and Cronbach's alpha, respectively. The results of structural equations with smart pls3 software showed that the role of the creator factors (empowerment and commitment to customers, production capability, brand elements, marketing mix, competitive advantage, service differentiation), brand-oriented strategy (brand performance, brand positioning, brand values, brand perspectives, brand analysis and evaluation), on the outcomes (establishing brand position in the market, maintaining brand position among customers and the market, product and market development, brand promotion), strategies and actions (improving competitive position, market orientation, desirable mental image, intellectuality and strategic thinking of the senior manager) and the contextual condition variable (creating value for post-delivery services, structural prerequisites, integrating knowledge and organizational activities) were also confirmed as mediating variables and intervening condition variables (creating distinctive meanings of the organization's brand, awareness).
Introduction
The importance of positioning strategy in the process Brand selection can be viewed from the perspective of creating a sustainable distinction in the consumer's mind; successful positioning not only facilitates consumer choice, but also forms the basis for the development of brand identity and equity in the long term (Xiang et al., 2023). Emphasizing the strategic management and marketing literature, a brand is defined as a strategic intangible asset that creates a sustainable competitive advantage by creating a sustainable distinction in customer perception (Zhao et al., 2021). From the perspective of information economics, brands increase the efficiency of the consumer decision-making process by reducing information asymmetry and reducing search costs. (Dewi et al., 2020) At the organizational level, brand equity creates economic value through various mechanisms, including creating pricing power, increasing price elasticity of demand, and reducing vulnerability to competitors' promotional activities (Bilghihan et al., 2024). This value creation ultimately takes the form of more stable future cash flows and reduced Profit fluctuations and reflects itself in the company's financial statements. In addition, brands act as a defensive shield during periods of economic recession and increase the confidence factor in predicting long-term profitability by maintaining a loyal customer base (Azimi et al., 2021). From this perspective, strategic brand management is considered not as a cost, but as an investment in creating and maintaining dynamic organizational capabilities to create and capture economic value in the long term. Product or brand management is one of the key and important marketing capabilities. Brand plays a central role in marketing and has attracted much attention over the years (Ghorbani dolatabadi et al., 2021).
A brand is a name or symbol used to give identity to a product. In other words; a brand is one of the assets that can create great value for goods and services (Bernarto et al., 2020). Branding, as a complex cognitive-emotional mechanism, provides a fundamental foundation for shaping customer responses and developing effective marketing strategies by creating unique semantic associations between symbols, products and experiences, so that understanding the multiple dimensions of the brand and how they affect the consumer's mind and behavior helps organizations not only allocate their resources more optimally, but also create a lasting competitive advantage by creating sustainable differentiation (Azimi et al., 2021).
Taking advantage of its brand reputation, Yek-o-Yek company uses a brand development strategy to enter new areas and produce goods and services under the same brand name, which On one hand, it leads to the expansion and development of the company and on the other hand, it reduces the risk of brand image. However, this strategy is associated with the risk of damaging the brand image in the eyes of customers, and a wrong choice can reduce the brand equity in general. Therefore, the brand selection and development pattern in Yek-o-Yek Company should be planned with an emphasis on the positioning strategy and taking into account the brand development indicators in order to optimally benefit from its advantages. Considering the merits of the above, the current research seeks to answer the following question: What is the brand selection and development pattern with an emphasis on the role of positioning strategy in Yek-o-Yek Company?
Theoretical foundations
Brand development
Brand development refers to a set of activities and strategies that aim to enhance the value, recognition and loyalty to the brand in the market. The brand, as an intangible asset of the organization, not only shapes the mental image of consumers, but also plays an important role in purchasing decisions, customer loyalty, and competitive advantage (Merhabi et al., 2021).
Brand Performance
Brand performance indicates the extent to which a brand is successful in achieving its marketing and business objectives and assesses the effectiveness of brand development activities. Brand performance includes several indicators such as brand awareness, brand image, customer loyalty, market share, customer satisfaction, and brand equity. These indicators help an organization measure the impact of marketing and brand positioning strategies on consumer behavior and business success (Mashhadizadeh et al., 2024).
Brand Positioning
Brand positioning is a strategic process that determines how a brand is positioned in the consumer’s mind compared to its competitors. The main goal of positioning is to create a distinctive, valuable, and sustainable brand image that customers can easily identify and prefer. This process helps the organization highlight its competitive advantage and align marketing messages with the needs and expectations of the target market (Masoumi et al., 2023).
Haponen et al. (2021) titled “Expectations of Young Job Applicants’ Digital Identity in Relation to Corporate Social Media Brand Development Strategies” examined the role of employees’ digital image and social media in brand development of SMEs. The research methodology included a literature review and interviews with representatives of recruitment companies. The results showed that growth-oriented companies seek applicants with a prominent personal brand image.
Alshurideh et al. (2022) titled “The Role of Digital Marketing, Corporate Social Responsibility Policy and Green Marketing in Brand Development” examined the impact of digital marketing, CSR policies and green marketing on UK manufacturing companies. This study was quantitative and conducted with a closed questionnaire and a sample size of 404 companies. The results showed that the overall impact of these three factors on brand development was statistically significant and it was recommended that companies focus on environmental information disclosure, green innovation, green alliance and promotional activities.
Research Methodology
In this study, library studies and a systematic review of the research background were used to develop theoretical foundations, which enabled the extraction of a conceptual framework and indicators related to brand positioning and development strategies. To collect field data, a standard questionnaire based on the literature was used; distributed and implemented in the field among customers of the products of Yek-o-Yek company in the Shiraz metropolis. The statistical population of this study consisted of all consumers of the company's products in Shiraz, and the appropriate sample size was determined by the available sampling method and based on the Cochran formula, and questionnaires were distributed among them. The data obtained from the questionnaires were analyzed by statistical software.Research Findings
The research findings show that brand-creating factors, including brand values, mental image, brand performance, positioning, and perspectives, play an important and effective role in the formation of brand-oriented strategy. This brand-centric strategy, in turn, guides and directs strategies such as strategic thinking, positioning, image enhancement, and market orientation. In addition, the organizational context, including process integration and value creation, enhances the impact of strategies and facilitates their successful implementation. Finally, intervening strategies and conditions, such as meaning creation and awareness, affect the operational outcomes of the brand, including market development, brand promotion, and brand positioning, and increase brand equity and improve the overall performance of the organization.
Discussion and Conclusion
The research findings show that brand-creating factors, including brand values, performance analysis and evaluation, brand positioning, and vision have a significant impact on brand-centric strategy. These results are consistent with previous studies; for example, the studies of Merhabi et al. (2021) and Xi et al. (2020) also emphasize that values ​​and brand image play a key role in shaping marketing strategies and brand development. However, the present findings show that besides these factors, organizational perspective and analysis also directly influence brand strategies; a topic less addressed in some previous studies. Brand-centric strategy acts as a mediator between the factors that create and strategies and affects components such as strategic thinking, mental image, position improvement, and market orientation. These results are consistent with the results of Haponen et al. (2021) and Bilghihan et al. (2024), which show that brand-centric strategies align the organization's activities with market objectives and create competitive advantage. The main difference in the present study is that more emphasis is placed on the strategic role of brand-centric strategy in guiding a set of strategies and its effects on the brand's operational outcomes.
Furthermore, the findings show that contextual conditions such as integration and value creation have an impact on strategies. This result is consistent with the studies of Zarghami et al. (2022) who state that the internal environment of the organization and resource alignment enhance the success of brand strategies. Compared to previous studies, the present study shows that the role of these contextual conditions is not only facilitating, but also acts as a reinforcing factor in the impact of strategies on brand operational outcomes.
Also, strategies play a decisive role in achieving brand operational outcomes, including market development, brand promotion, and brand positioning. These results are consistent with the research of Lee et al. (2024) and Rezagholizad et al. (2024) who emphasize that effective implementation of strategies creates tangible consequences for business success and brand positioning. The point of difference of this research with previous studies is the examination of the effect of intervening factors such as meaning creation and awareness building, which shows that these conditions can strengthen or moderate the effect of strategies, a topic that has received less attention in previous research.