Management Research in Iran

Abstract The The current research has sought to identify and level indicators that are effective in branding family businesses. This research is applied from the objective point of view and mixed from the method point of view. The research community in the first part (qualitative) was experts, university professors related to the research field and managers of family businesses, and in the second part (quantitative),senior managers and employees were selected as respondents to the questionnaire questions. The data collection tool was based on semi-structured interview in the first part and questionnaire in the second part. The method of data analysis in the first stage is based on a systematic review of theoretical literature and thematic analysis (reflective approach) and in the second stage Interpretive-Structural Modeling (ISM) has been used to measure the most influential variables. after collecting all the articles done in this domain as well as the number of 8 semi-structured interviews with the target community, finally 16 factors from the theoretical literature and 4 factors from the qualitative section were selected as the main foundations of family business branding, which in the final part of the results of this activity showed that government support, the role of a powerful leader, High initial capital is the most influential factors and pricing system, quality, suitable packaging are the influencing factors of this research. The results of the present research can be new foundations for the formation and stability of branding of family businesses in the country.

Abstract Introduction: The goal of this paper to explain and analyze the supply chain risks of Iran's pharmaceutical industry. In this research, the combined approach of meta-synthesis and thematic analysis has been used.
Methodology: The approach of this research is qualitative. In the first stage, with a systematic review of related studies in the last 23 years with a meta- synthesis approach, supply chain risks in the pharmaceutical industry were identified. For this purpose, first 100 articles were selected and after several stages of filtering, 26 final articles remained and became the basis of the research. In the next step, the supply chain risks of Iran's pharmaceutical industry were obtained by thematic analysis method. For this purpose, a semi-structured interview of Iranian pharmaceutical industry informants was conducted using the method of purposeful sampling and theoretical analysis, with thematic analysis approach. In the last stage, by combining the results of meta-synthesis and thematic analysis, its validity analysis with the method of Content validity ratio, ten risks were obtained as the final risks of Iran's pharmaceutical industry.
Results and Discussion: Based on the results, the supply chain risks of Iran's pharmaceutical industry in order of priority are: environmental risks; problems of foreign currency supply and financial payments; lack of timely supply of raw materials; the complexity and incompatibility of information systems; low quality of raw materials and products; unavailability of medicine and its timely delivery; transportation and insurances; distribution sector technologies; Fluctuations in demand; Increase in the price of raw materials and medicine.
Conclusion: Out of the ten risks obtained, environmental risks, problems of foreign exchange and financial payments, increase in the price of raw materials and medicine, and transportation and insurance, (due to having the highest frequency in both methods of meta-synthesis and thematic analysis) have a greater impact on the supply chain. Therefore, the stakeholders of Iran's pharmaceutical supply chain should focus on these risk factors and plan for their management in order to improve the performance of the supply chain.

Abstract Organizational readiness for digital transformation has become the main topic of discussion in academic and organizational circles, and understanding it is one of the main challenges and priorities in theory and practice. Based on this, the aim of this research is to develop a model that conceptualizes the components of organizational readiness for digital transformation and its antecedents and consequences. To achieve this aim, a mixed research method (thematic analysis-structural equation modeling) has been used. The statistical community of this research is the managers and experts of the Information and Communication Technology Organization of Tehran Municipality. To collect data in the qualitative part, based on theoretical sampling logic, semi-structured interviews were conducted with 22 senior and middle managers in the organization. In the quantitative part, 220 people were selected as a sample using random sampling, and the data collection tool was a researcher-made questionnaire. Data analysis was done sequentially and in two stages: in the qualitative part, Brown and Clark's recipe was used in thematic analysis for data analysis. In the quantitative part, structural equation modeling method based on partial least squares was used. The findings of the research showed that organizational readiness for digital transformation consists of four dimensions: people, structure, processes and interactions, and data governance. The findings also indicate that organizational readiness plays a mediating role in the relationship between the digital environment and the digital organization. Finally, theoretical and managerial guidelines are discussed and suggestions for future researchers are provided.

Abstract Relying on the theory of conservation of resources and theory of emotional contagion, the costs and indicators of deviant behavior of customers and the validation of the scale in the banking industry have been identified. Scale development and validation is vital for many fields, especially in social and behavioral sciences. In order to achieve this goal, three stages with nine steps have been taken and samples have been taken in two stages. First, 21 employees were selected in a purposeful manner and their experiences regarding the costs of deviant behavior were collected through interviews and an initial questionnaire was created. After checking the content validity of the questionnaire with the participation of five human resources experts and a preliminary study, the final questionnaire was distributed among 448 employees of various bank branches based on convenient sampling in Tehran and the evidence was analyzed with exploratory and confirmatory factor analysis. The research findings indicate that the costs of deviant behavior include five main dimensions and thirteen components. The dimension of customer misbehavior includes two components: non-communicative misbehavior and communicative misbehavior; The supervisor reaction dimension includes two components: punitive reaction and supportive reaction; The dimension of customer apology includes two components: behavioral apology and verbal apology; The dimension of short-term reaction of employees includes two components: physiological and behavioral reaction, emotional reaction, and long-term reactions of employees include five components: intention to leave the job, job stress, personality analysis, personal success analysis, and emotional analysis.

Abstract Humans are inherently altruistic beings. This innate altruism leads them to forego self-interest for others and engage in charitable giving. Today, as charity and NGO,s are facing a shortages in government support and financial resources, they have been inteseted in using cost-effective marketing methods. This research investigates one of the most affordable charity marketing methods: Fundraising Letters and Campaigns. The study aims to help charities attract more donations by determining the framework of Fundraising texts and their effective elements.
The mixed-methods study conducted in qualitative and quantitative phases. Initially, 26 campaigns from 8 charity websites and 18 letters from 5 charity organizations were examined using Genre Analysis. In the quantitative phase, two charity texts were studied by subjects. Ultimately, 7 moves and 21 steps were identified in the letters, and 8 moves and 17 steps were identified in the charity campaigns.
Furthermore, eye-tracking results revealed that the "Soliciting help " move in charity letters and the "introducing charity" move in campaigns have been indentified as Pont of Gaze; thus they are the most important moves in each text. According to the results, the middle paragraph of charity fundraising texts receive more attention than other parts; therefore, it is recommended that important elements be placed in the middle paragraphs of fundraising texts.

Abstract Data Envelopment Analysis (DEA), as a non-parametric and data-driven methodology, is an effective tool for assessing the relative efficiency of a set of decision-making units (DMUs) with multiple inputs and outputs. However, classical DEA models disregard the internal structure of DMUs and treat them as “black boxes.” To overcome this limitation, network DEA has been developed to explicitly model the internal interactions among the components of each DMU. Moreover, in many real-world applications, certain input, output, or intermediate variables are inherently discrete and take integer values, and negative data may also be present. Such characteristics are typically ignored in conventional DEA models and can lead to inaccurate or impractical efficiency estimates. This paper proposes a novel network DEA model based on the directional distance function for two-division series systems, capable of simultaneously handling negative data and integer-valued variables. By defining an appropriate direction vector, the proposed model enables the measurement of system efficiency under both constant returns to scale and variable returns to scale. To demonstrate the capabilities of the proposed model, a real case study involving 29 Iranian supply chains in the medical consumables industry is conducted. The results show that the proposed model not only accurately distinguishes between efficient and inefficient DMUs but also provides projection points that specify the exact pathway for performance improvement in each division. The findings indicate that the proposed approach can serve as a robust and reliable tool for evaluating and enhancing supply chain efficiency, particularly in sensitive industries such as medical consumables.

Abstract The aim of this research is to identify the expected achievements of transformational global leadership in the extraterritorial activities of the Ministry of Energy in Iran. For this purpose, a qualitative method with an exploratory approach was used, and data was collected from 15 managers who were selected through purposive sampling.The method of analyzing the collected data was thematic analysis. The findings indicate that the expected achievements of this leadership style at the organizational level encompass the achievement of the organizational vision and global objectives of the Ministry of Energy, the realization of its scientific goals, and the fulfillment of its economic objectives. At extra-organizational level, it includes achieving higher national income, sustainable development, and enhanced national security. Awareness of these achievements, which are explained based on the requirements, goals, and global missions of the Ministry of Energy, encourages the managers of this organization to consider transformational global leadership as an effective solution for addressing the challenges and issues ahead.This awareness can also have a significant impact on the decision-making of senior managers at the Ministry of Energy regarding the attraction, selection, and development of leadership talents within this organization.

Abstract The aim of the present study is to investigate Strategic Dissents in organizations from the perspective of managers. This research was conducted using the Q method and is of a descriptive-quantitative and qualitative (combined) type. The statistical population of this research included all experts, experts and professors in the field of management, 20 of whom were selected as a sample and responded to the question naire.To examine the reliability, Cronbach's alpha coefficient was used, which was equal to 60%, and content validity was also used to measure the validity of the data collection tool. The data collection tool in this research was a questionnaire and Interview and SPSS software was used to analyze the data. In the data analysis, the views and opinions of the respondents are explained and interpreted, and they are categorized according to the way of valuing the Q method cards and also, the effective factors of investigation and finally four factors of technical approach, attitudinal approach, political approach and uncertainty have been identified.

Abstract Construction projects play an important role in the growth of GDP and economic progress of countries. However, these projects always face a diverse range of risks. If these risks are not identified and evaluated properly at the beginning of the project, and appropriate risk response strategies are not selected considering them, they become the causes of claims that can be the basis for disputes. This research presents a claim cause – claim request model to identify and evaluate risks, and applies it to the design-bid-build construction projects in the Iranian Central Oil Fields Company. After conducting a thematic analysis with 10 semi-structured interviews, 32 claim causes and 26 claim requests of the contractors were identified. Then, by estimation of the probability of occurrence of causes and requests, and the potential loss of each request by the experts, the claim cause – claim request matrix was formed. The analysis of this matrix by Bayes' rule led to the identification of the most preferred claim causes and claim requests. The findings of the research can be the basis for adopting risk response strategies. The claim-based opinion-experts model of this study helps owner to identify and evaluate the risks that lead to the contractor's claims, and provides the owner with a suitable basis for choosing response strategies to these risks.

Abstract Universities are influential and important organizations in society, where large amounts of data and information are produced and used. Considering the importance of using big data technology in universities, it is necessary to check how far Iranian universities have progressed in the subject of big data. The purpose of this article is to evaluate the maturity of big data in Iran's public universities. To achieve this goal, the TDWI model has been used to evaluate the maturity of big data in Iranian public universities. The questionnaire was sent to the entire statistical sample, and finally 50 completed questionnaires were received. Field method and standard questionnaire tools were used to collect data. Face validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate the reliability.The results of the analysis showed that 2 universities are in the nascent stage of maturity, 27 universities are in the early stage, 16 universities are in the established stage and 5 universities are in the mature stage and there is no university at the advanced level of the maturity model. No relationship was found between the number of university students and big data maturity in universities, and the average level of big data maturity is significantly different between Tehran and city universities.In this study, based on the results, recommendations were provided to each of the universities participating in the survey to promote big data maturity.

Abstract Recently, water has become a scarce resource in many countries, particularly in Iran. This study examines sustainable development strategies in the water sector and the agricultural industry, with the main aim of enhancing water consumption efficiency through the design of effective strategies. To achieve this goal, two methods of exploratory scenario writing and backcasting were employed. In the first phase, key scenarios were identified and critical decisions were extracted using exploratory scenario writing. Subsequently, the priority of these decisions was assessed through robustness analysis. In the next phase, backcasting was utilized to outline a desirable future and identify pathways to achieve it. These pathways were evaluated using the Delphi technique to identify the most significant ones. The results from both methods indicate the robustness of options emphasizing investment in water infrastructure, development of drought and salinity-resistant crops, and increased water recycling. It was also found that these two methods complement each other, providing complementary pathways and decisions. This research can serve as a solid foundation for policymakers and planners in managing sustainable water resources in the agricultural sector.

Abstract The aim of this study was to identify the approach of managers to the implementation and application of strategic information systems in higher education. The present study is mixed in terms of practical purpose and nature of approach. The statistical population was in the qualitative section of academic specialists as well as university administrators who conducted 15 in-depth interviews by theoretical sampling method until reaching theoretical saturation. In order to collect data in the qualitative part, the interview was used, the validity of which was calculated using the validity of colleagues and its reliability was calculated using the agreement coefficient. The data obtained from the interview were analyzed using qualitative content analysis. The findings showed that university administrators have different approaches to the implementation and application of SIS. Based on the findings, the supportive approach was approved as the dominant approach in Ilam University and based on the dominant model, possible scenarios were developed. The principles, assumptions, actions, and final consequences of each approach were listed as well. As a result, it can be acknowledged that one of the factors that affect the type of approach of university administrators is the attitude that administrators have towards the implementation of information systems. Having a costly view on the implementation of information systems by managers of university has an important impact on their decision-making and orientation towards information systems. Also, the existence of strategic thinking towards the development of the university

Abstract Research has shown that complexity may be a significant factor in a project's failure to meet cost, time, and quality goals. Although important indicators of project complexity have been identified in many studies, their weight effect has yet to be investigated. This article reviewed the project complexity literature to develop a simple and dynamic framework, and 40 complexity indicators were identified and classified into nine factors. Then, they were provided to 30 industrial experts and two research consultants for evaluation to determine the role of each indicator in Evaluating the complexity of industrial projects. These indicators were validated, weighted, and ranked during the three stages of implementing the Delphi method. The results showed that the indicators related to the complexity factors of the project's context, content, and dependency have the highest accumulated weight. Also, the presence of uncertainty and ambiguity in increasing the weight of each indicator showed an influential role. The presented framework was used to measure the level of complexity in 14 industrial projects. The results showed a high level of complexity in international projects being implemented by Iranian companies. Despite the difference in complexity management approach in these projects, commonalities were identified for which the proposed solutions can help other project managers achieve positive results for complexity management. With the help of the results of this research, project managers can have a framework for measuring complexity management and allow industry experts to prioritize and efficiently allocate their limited resources in complex projects.

Abstract The concept of strategizing, as a contemporary and applied notion in strategic management, is characterized by conceptual ambiguity and limited exploration in terms of its definition and dimensions. This study aims to clarify the concept of strategizing and reduce existing ambiguities in the literature by employing Suddaby’s conceptual analysis framework. To this end, research articles published between 1990 and July 21, 2025, were retrieved and analyzed from the Scopus database using the keywords “strategizing” and “strategy-as-practice”. The findings include: a clear definition of strategizing, specification of its analytical levels, temporal scope, and value foundations, comparison with related concepts, and the provision of a coherent framework for the concept. The proposed conceptual framework facilitates the effective application of the strategizing concept at the business, corporate, and ecosystem levels. This research contributes to the conceptual development of strategizing and serves as a foundation for future studies, particularly those exploring the required capabilities for strategizing and the mechanisms for its implementation across different organizational and managerial levels.

Abstract Considering the many challenges that petrochemical industries are facing today, including new technologies, sanctions and production issues, strategic planning has become one of the key tools to strengthen these industries in the field of national, regional and international competition. The competence and ability of senior managers in designing and implementing strategic plans plays a vital role in the success of organizations. This research was conducted with the aim of identifying the strategic competencies of senior managers and employees of Nouri Petrochemical Company in order to achieve strategic goals in the petrochemical industry. By using the theme analysis method, the aforementioned competencies were identified in five dimensions, including knowledge, skills, experience, attitude and personality traits, and categorized into 10 main components and 53 sub-components. Then these components were evaluated using five-point Likert scale. The results of the research showed that it was ranked 5 in many of these components, which is a confirmation of the successes of Nouri Petrochemical Company and its capable strategic management. Hence, this company can serve as a model for other petrochemical complexes in Iran and even the world. Also, using the experience and knowledge of these capable managers in the form of training sessions can help increase productivity in other petrochemical complexes of the country

Abstract In the contemporary era, the concept of sustainability has gained considerable attention. The increasing emphasis on sustainability can be attributed to the imperative of achieving a balance among the environmental, social, and economic aspects of various human development activities, leading to the emergence of the concept of sustainable development. This research, utilizing the GRI 11 standard as a specific sustainability reporting standard in the oil and gas industry, considers Sustainable Development Goals (SDGS) as valid indicators and evaluates their attention in the Iranian oil and gas industry. For this purpose, companies listed on the stock exchanges, involved in industries related to oil and gas, were selected as samples for study. The necessary research data were obtained through the analysis of integrated reports (board of directors’ reports) published by the studied companies and were used to achieve the research objective .The results of this research, categorized as problem-solving, utilizing an inductive-deductive strategy and a mixed method, reveal a score of 35.8% as the average rating for SDGs concerning their attention in the Iranian oil and gas industry. According to the obtained results, the Iranian oil and gas industry show the highest attention to goals related to the social dimension of sustainable development (average score: 26.4%), followed by economic dimensions (average score: 21.1%), and finally, environmental dimensions (average score: 20.6%) receive comparatively less attention.

Abstract This study was conducted with the aim of identifying the components of charlatan behavior and investigating the effect of authentic leadership with the moderating role of moral identity on it in government organizations of South Khorasan province. The research philosophy is pragmatism and its approach is exploratory mixed method. The strategy of the qualitative part is phenomenology, which is based on the lived experience of 16 government employees who were selected purposefully. The data were analyzed using MAXQDA software and Colaizzi's method. Based on the results of this section, the primary model of charlatan behavior in the organization was extracted in the form of four components, fifteen sub-components and a total of thirty-four main themes. In the quantitative part, a questionnaire was prepared based on the initial model. After confirming its validity and reliability, it was distributed to 612 government employees who were selected through stratified sampling. Structural equation method and Amos software were used to analyze the data of this section and perform confirmatory factor analysis. Based on the results, all 34 main themes of charlatan behavior were confirmed. The comparative fit index for the research model was estimated 0.983, which showed the good fit of the model. The results showed that authentic leadership has a negative and significant effect on charlatan behavior. Employees' moral identity also moderates the effect of authentic leadership on charlatan behavior. Considering its context-oriented nature, this research led to identifying new angles for charlatan behavior in the public sector.

Abstract Using cognitive theories and behavioral sciences in the field of new businesses, the main purpose of this study is to analyze customer behavior in terms of their satisfaction, perceived usefulness, and confirmed expectations using a combination of financial self-efficacy and technology self-efficacy theories to leverage fintech services. In this research, after establishing the conceptual model, eleven research hypotheses were tested using partial least squares structural equation modeling (PLS-SEM) with a sample size of 205 customers of fintech businesses through an electronic questionnaire. The reliability and validity of the questionnaires were assessed and confirmed using Cronbach's alpha, composite reliability, and average variance extracted (AVE), and expert opinions familiar with the subject matter were consulted for content validity confirmation. This study enhances our understanding of the importance of financial and technological self-efficacies in the field of fintech, and elucidates their distinct impacts on users' intention to use fintech services. Additionally, this study uncovers intriguing findings in fintech user behavior and illustrates that these self-efficacies, by generating perceived usefulness and confirmng user expectations, can lead to satisfaction and, consequently, users' intention to use fintech.

Abstract The purpose of this research is to design and explain the model of employees' tendency to work deviant behaviors based on the theory of resource protection in Iran's banking industry. The methodological approach of mixed research was exploratory. Two methods of theme analysis and path analysis were used. The qualitative statistical population includes academic and organizational experts and, in the quantitative part, employees of the banking industry, centered in Ahvaz city. In order to collect qualitative data, a semi-structured interview with 12 experts was used, and for quantitative data, a researcher-made questionnaire based on the findings of the qualitative section was used. In the analysis of qualitative data, coding based on basic, organizing and comprehensive codes was used, and in order to analyze quantitative data, structural equations were used in PLS 3 software. The findings of the theme analysis were based on 443 common primary codes, 96 basic codes, 24 organizing codes and 5 inclusive codes. Quantitative findings confirmed the fact that the structure of the development of DBs' deterrence mechanism is directly influenced by the non-productive foundation structures of the banking system and the structures of content-action incompatibility within the structure and non-functional orientations. Indirectly, a behavior is a more decisive variable than the cooperative structure of dealing with DBs. Also, the structure of the unproductive foundation of the banking system is considered as a central structure in relation to the tendency of employees to deviant behaviors. Therefore, in order to manage, control and monitor deviant behaviors of employees,

Abstract This study aims to explore and analyze the components and categories of enhancing innovation capacity through the application of the blue ocean strategy in the Iraqi pharmaceutical industry. Conducted as an applied research project, it employs a qualitative approach using thematic analysis. Data were gathered through semi-structured interviews with 19 managers and experts in marketing and the pharmaceutical sector, analyzed across three coding phases: open, axial, and selective. During the open coding phase, 77 initial codes were identified and grouped into 12 axial categories: red ocean challenges, the necessity to move beyond traditional competition, advantages of the blue ocean strategy, elimination of unnecessary factors, reduction of low-value factors, enhancement of existing factors, creation of new factors, expansion of innovation capacity, integration of emerging technologies, sustainability and long-term impacts, and strategic foresight. These categories were subsequently consolidated into four overarching themes: challenges, tools, applications, and outcomes. The findings reveal that competitive challenges characteristic of red ocean environments, such as intense traditional rivalry and innovation limitations, can be effectively addressed through the four-pronged framework of elimination, reduction, enhancement, and creation. By fostering new markets and incorporating advanced technologies, the blue ocean strategy enhances innovation capacity and economic sustainability, promotes transformative innovation, and establishes a enduring competitive edge.

Abstract Change exists so that the fittest remain; Therefore, in today's changing world, companies and organizations can taste the sweet taste of success if they have the ability to create strategic value. This issue is more necessary and important for companies active in the field of e-commerce, therefore, the present research was conducted with the aim of identifying the key factors of success in creating strategic value of e-commerce in online businesses. This research is in terms of applied purpose, in terms of nature and descriptive survey method, and in terms of typology, it is among mixed researches with qualitative and quantitative approach. The statistical population of the research is the experts, 30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, whose validity and reliability were confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative part is a fuzzy Delphi questionnaire, whose validity and reliability were confirmed using content validity and retesting. In this research, Atlas.ti software and coding method was used for qualitative part and Delphi fuzzy method was used for quantitative part. The results of the research on the ultimate importance of customer orientation, innovation and creativity in production, marketing and advertising, adaptation to new technological developments, quick and online response, flexibility and using SEO strategy in creating It emphasizes the strategic value of e-commerce.

Abstract This research, with the aim of providing more accurate and effective solutions, has used the Delphi method based on artificial intelligence and expert opinions to identify and prioritize the needs and personal development skills of human resource managers. This research is applied in terms of its purpose, which seeks to combine the human-based Delphi method (traditional) and artificial intelligence (modern), to provide an innovative approach in the field of research methods and data analysis that can be classified as fundamental research. The statistical population of the research is 15 experts in the fields of human resources, coaching and personal development and three types of language models such as Microsoft Copilot, Chat GPT and Gemini. The data collection tool in this research was the Delphi method, and the angle method was also used to examine the validity of the data. The findings showed that the Delphi method based on artificial intelligence analyzes the components with high speed and accuracy and provides access to rotational data. This method consists of 5 stages that begin with precise prompt writing. This method is best used as a complementary method along with human methods.

Abstract Universities face great challenges in scientific, technological, economic, and international fields. Considering these challenges helps to provide developmental capacities. Therefore, in this study, the risks in Iran's higher education industry have been identified and prioritized. To this aim, a list of related risks and risk groups in higher education was first identified by a deep literature review. Then the identified lists were completed and validated through interviews with experts (Delphi technique), after obtaining the convergence of experts, Fuzzy Synthetic Evaluation (FSE) based on FMEA was employed to prioritize risk factors and risk groups according to their criticality score which ultimately leads to the overall risk score. According to the results, the most critical risk in the higher education industry is "lack of meritocracy" the most vital risk group is "lack of good communication with the industry" and the critical degree of the overall risk is about 3.75, which indicates the necessity of the risks management in higher education and should be followed up by implementing preventive and control measures.

Abstract The digital world provides many opportunities for marketers to reach customers. However, in the fast-paced world, finding new and innovative ways to market products and services is very important. Due to the advancement of artificial intelligence and its development in the field of international marketing, professionals now have the tools to completely redefine the current understanding of branding, marketing and advertising. The growing popularity of the Internet and the increased use of mobile devices are generating massive amounts of consumer data that feed artificial intelligence-based systems. This research is a type of mixed research with a qualitative and quantitative approach, which is a survey study in terms of its purpose, application, and in terms of data collection. The statistical population of the research was managers and experts specializing in the field of digital marketing and IT in the international field, who were selected using the snowball sampling method. In the qualitative part, the tools for collecting information were library and articles review, interviews, and in the quantitative part, questionnaires. In the qualitative part of the data analysis method, using the theme analysis that was compiled with MAXQDA software and using the coding method, and in the quantitative part, the analysis method was based on Kendall's correlation test. According to the results of the research, 9 main themes, 20 sub-themes and 50 codes were discovered, which included the consequences of using artificial intelligence in international marketing. The research findings can have important results for exporters and international marketers

Abstract Consumer behavior is a critical aspect of marketing strategy that involves understanding customers' buying habits, motivations, and preferences. Better understanding of customer behavior through innovative methods of storing and analyzing customer data and information leads to formulation of more effective strategies. The emergence of new computing technologies has brought about major changes in the ability of organizations to collect, store and analyze big data. Many researches have done customer classification using unsupervised machine learning algorithms such as K-Means using the famous RFM model, but these models are insufficient by ignoring other important parameters according to the field of application. This research is applied in terms of purpose and descriptive in terms of data collection, and it is a quantitative type of research that was conducted using 200,000 transactions of online retail store customers during the period of 2013 to 2018. The model is modified by adding variety "D" as a fourth parameter, referring to the variety of products purchased by a given customer. Classification based on RFM-D is applied in the online retail market in order to identify behavioral patterns for customers. Examining the behavior of cluster customers showed that the variety of products, along with other behavioral variables, provided more profitability than the RFM model.