Journal of New Approaches in Management and Marketing

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

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

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

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

Abstract The purpose of this study is to propose a model for ranking insurance companies based on brand equity. This research was conducted qualitatively using the content analysis method. The statistical population comprised 10 experts, including managers, specialists, and academic faculty members, who were selected through purposive sampling, with sampling continuing until theoretical saturation of categories was achieved. The data collection instrument was semi-structured interviews. For data analysis, components related to brand equity were first extracted using a qualitative approach and the content analysis technique, which included open coding, axial coding, and selective coding. Subsequently, MAXQDA software was utilized for analysis. The findings indicated that 36 components were identified and an initial model was developed. Based on the final conceptual model, the most significant factors influencing brand equity in ranking insurance companies include: service attributes, customer attributes, financial performance, profitability, credibility and public trust, innovation and technology, investment and financial assets, symbolic attributes, and servicescape.

Abstract The present study aims to identify and prioritize the challenges of implementing digital marketing in knowledge-based companies located in Qom and Markazi provinces. The study adopted a mixed-methods approach, combining qualitative and quantitative methods. Qualitative data were collected through a literature review and interviews with fourteen managers of knowledge-based companies, selected using snowball sampling until theoretical saturation was achieved. The qualitative data were analyzed using thematic analysis to identify and classify the challenges. In addition, MAXQDA 2020 software was employed for organizing, coding, and analyzing the qualitative data. A total of 42 initial issues were identified and categorized into six main groups: managers’ cognitive and behavioral issues, financial and budgetary issues, content-related issues, human resource issues, marketing-related issues, and issues related to changes in platforms and social media. In the second phase, the identified issues were screened using the Fuzzy Delphi technique in Excel. As a result of the screening process, 22 final factors were retained and subsequently prioritized using the MARCOS technique. The prioritization results revealed that difficulties in retaining skilled and specialized human resources, as well as the lack of marketing research tailored to the digital environment, were the highest-priority challenges.

Abstract This study aimed to present a model for achieving optimal risk control by managing risk and failure in the medical laboratory supply chain. The information required for the study for interpretive structural modeling (ISM) to provide a model was collected from experts, namely 15 high-ranking managers and experts in medical laboratories who were active throughout the supply chain. In this study, interpretive structural modeling was used to present the model. The results of interpretive structural analysis by the exploratory model showed that the exploratory model of the study had 4 main factors and 13 sub-factors identified at four levels. The fourth level is the identification of supply chain risks, including the dimensions of financial and legal risks, quality risks, and supplier and logistics risks. The third level is the analysis of failure and its effects, including identifying weaknesses; analyzing the effects of failure and prioritizing risks. The second level is the dimension of coping strategies and risk management, including supplier diversity, emergency planning, and quality control with information technology. Ultimately, the factors and dimensions in the previous three levels at level one lead to achieving optimal risk control with the dimensions of reducing risk and failure, increasing supply chain efficiency, continuous improvement, and monitoring performance.

Abstract the purpose of this study was to analyze the role of artificial intelligence in the evolution of b2b strategies and to explain its consequences in small and medium - sized enterprises .this study was applied in terms of purpose and was designed based on a qualitative approach based on داده‌بنیاد 's strategy .data were collected through semi - structured interviews with 15 marketing managers , experts of artificial intelligence and sales strategists who had lived experience in applying smart technologies .data analysis was performed in three stages : open , axial and selective coding using MAXQDA software .the results showed that causal factors , including necessity of analysis of large competitive data , change in decision - making patterns of organizational purchasers and pressure to reduce marketing costs have a key role in the beginning of this evolution .contextual factors include digital maturity of the organization and the quality of data infrastructure provide the necessary tools for successful implementation of intelligent marketing , while financial resources limitation , technical complexity and resistance of traditional sales experts act as confounding factors .according to the results , adopting strategies such as deployment of smart metering systems , پیش‌بینانه analysis and content automation can improve outcomes such as rate of return , loyalty of key customers and reduction of sales cycle .this research presents a systematic framework that helps managers of small firms to gain competitive advantage in industrial markets by understanding complex interactions between artificial intelligence tools and marketing strategies.

Abstract The purpose of the present study is to validate the social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq through testing the structural relationships. This research is applied–developmental in purpose, descriptive–survey in method, and quantitative in approach.The statistical population consisted of 384 customers of Rafidain Bank of Iraq, selected through random sampling. To validate the extracted model, a researcher‑made questionnaire was developed and distributed among the target population. Data were analyzed using AMOS 20 software and structural equation modeling (SEM).The results indicate that, in Rafidain Bank of Iraq, contextual conditions play the most significant role in shaping social marketing strategies, while the core phenomenon (consumer behavior patterns) serves as a complementary and reinforcing factor. This pattern suggests that the success of social marketing in banking services within the Iraqi context depends not merely on understanding customer behavior, but more importantly on the alignment of strategies with the cultural, institutional, and structural realities of the society.