Journal of New Approaches in Management and Marketing

Abstract This research aims to investigate the experiences and characteristics that influence the transition of young individuals' career trajectories from traditional employment to freelancing. The statistical population of this study comprises 28 Iranian specialists in freelancing. The data were gathered using semi-structured interviews with purposive sampling and continued until theoretical saturation was achieved. This qualitative research employs thematic analysis based on the framework established by Braun and Clarke, with coding and analysis performed using Atlas.ti software. The study of the findings identifies four strategic characteristics that offer a thorough picture of freelancing. The initial dimension encompasses the push factors and decision-making in career transitions; the second pertains to substantial economic and financial obstacles during the transition process; the third involves skill development and professional networking; and the fourth addresses the economic empowerment outcomes for youth. The findings suggest that the shift from employment to freelancing is a complex, multifaceted process necessitating meticulous planning, the cultivation of robust social and professional networks, and the establishment of a supportive political and governmental framework. This extensive strategic framework outlined in this research can function as a valuable scientific and practical resource for policymakers, entrepreneurs, and stakeholders, such as chambers of commerce and labor unions, to effectively assist young individuals in their career transitions and foster improved conditions for the advancement of freelancing.

Abstract This study aims to systematically identify and refine the components of audience-centricity in the arts, . Employing an exploratory sequential mixed-methods approach, the research was conducted in two main phases. In the qualitative phase, using purposive sampling, 19 authoritative scientific articles were subjected to in-depth analysis through qualitative content analysis facilitated by NVIVO software yielded 39 initial codes, nine axial categories, and ultimately four core components. In the quantitative phase, fuzzy screening technique was employed to refine the components within the specialized context of the arts, utilizing the opinions of 12 experts . Data were collected using a researcher-developed questionnaire .The findings revealed that out of the 39 initial indicators, 11 were confirmed as the final components of audience-centricity in the arts, with three indicators—"investment in continuous learning and capability development," "adherence to privacy and data ethics," and "transparency in actions and communications"—attaining the highest level of importance. The alignment of the findings with the theoretical background not only confirms foundational theories such as market orientation and value co-creation but also demonstrates the study's innovation in introducing an "ethical-strategic framework" as the core of audience-centricity in the age of digital art.

Abstract The purpose of this research is analyzing and localizing brand authenticity components in the healthcare industry. Aiming to propose a localized model, this study first identified 15 primary brand authenticity factors through a systematic literature review and qualitative content analysis utilizing NVIVO software. Subsequently, these factors were localized for the Iranian healthcare context through the Delphi method involving 12 academic and industry experts, resulting in 12 final validated factors, including transparency and honesty, strong brand legacy, existential originality, and brand sustainability and social responsibility. The findings indicate that the alignment between a healthcare organization's declared values and its actual performance serves as the fundamental basis for patients' perceptions of authenticity. By focusing on localized dimensions, this research offers a scientific framework for healthcare managers and policy makings to fundamentally transition from intuitive to evidence-based decision-making, thereby facilitating the strengthening of patients' networked trust and the enhancement of the therapeutic experience quality.

Abstract The aim of the present study is to develop a qualitative model of innovative modern banking services based on Customer Knowledge Management (CKM). In terms of purpose, the study is applied–developmental, and with respect to its methodological approach, it adopts a qualitative design using thematic analysis, consistent with its exploratory nature.To collect and select relevant scholarly literature, major academic databases including Scopus, Web of Science, and Google Scholar were utilized. In the initial stage, an extensive search across these databases resulted in the identification of 198 articles. Following a rigorous screening of titles, abstracts, and keywords, 32 eligible articles were selected for coding and qualitative analysis. The data analysis process was conducted using MAXQDA software through systematic coding procedures and theme extraction.The findings of the thematic analysis revealed that the qualitative model of innovative modern banking services grounded in Customer Knowledge Management is structured around five key components: (1) intelligent technological infrastructures and capabilities; (2) customer knowledge management processes; (3) innovation in the design and delivery of banking services; (4) value co-creation and knowledge-based customer interactions; and (5) environmental dynamics and institutional requirements of banking innovation.These components interact synergistically to provide an integrated framework for the development of banking service innovation. The proposed model offers a practical foundation for banking managers and decision-makers seeking to enhance customer experience, strengthen competitive advantage, and achieve sustainable innovation.

Abstract The current research was conducted with the aim of analyzing the mediating role of organizational ambidexterity in the effect of corporate social responsibility and knowledge management infrastructure on sustainable performance. The research is based on the objective, applied, and in terms of method, survey. The statistical population was made up of all the managers and experts of the staff of Dr. Tamin Company, numbering 300 people. Based on the simple random sampling method and Cochran's formula, 168 people were selected as a sample. The data collection tool was a standard questionnaire whose validity was confirmed using the opinions of experts in the field of management and its reliability through Cronbach's alpha. Data were analyzed using structural equation model in SmartPLS3 software. The findings of the research showed that the value of the coefficient of the path of corporate social responsibility on organizational ambidexterity is equal to 0.417, with the T statistic (5.081); The value of the coefficient of the path of knowledge management infrastructure on organizational ambidexterity is equal to 0.379, the value of the coefficient of the path of social responsibility on sustainable performance is equal to 0.513, with the T statistic (11.980); The value of the path coefficient of knowledge management infrastructure on sustainable performance was equal to 0.439, the value of the path coefficient of organizational ambidexterity on sustainable performance was equal to 0.571, which were significant at the 95% confidence level. Also, the results showed that organizational ambidexterity can mediate the effect of social responsibility on sustainable performance to the extent of 0.751. In addition, organizational ambidexterity can mediate the effect of knowledge management infrastructure on sustainable performance to the extent of 0.655.

Abstract This study aimed to design an optimal symbiosis model of artificial intelligence and human capital in the delivery of urban services for the municipalities of Sistan and Baluchestan Province. The research was conducted in two phases: qualitative and quantitative. In the qualitative phase, document analysis, interviews, and the Delphi technique with the participation of 20 experts were employed to explore and develop the initial model. The software used in this phase was MAXQDA. In the quantitative phase, data were collected from 300 employees of the province's municipalities using a researcher-developed questionnaire, the validity and reliability of which were tested and confirmed, and subsequently analyzed through structural equation modeling. The findings indicated that the final research model enjoys a good fit and comprises six main constructs: contextual factors, AI components, human capital components, mediating factors, symbiosis strategies, and desirable outcomes. The strongest relationship in the model was observed between contextual factors and AI components, with a path coefficient of 0.98. This research offers a localized model for optimizing human-AI collaboration in the municipalities of underprivileged regions.