ali reza dadashi; Ali Hamidizadeh; Rasoul Sanavi fard
Volume 26, Issue 2 , July 2022, , Pages 116-142
Abstract
With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional ...
Read More
With the spread of technology in the business environment, customers have also begun to change their behaviors. Technology has allowed customers to access a wide range of products and market information before attempting to enter the market. As such, they are less likely to be exposed to widespread traditional advertising. businesses must use new methods of advertising and information about their products and services. This study aims to provide a model for increasing the share of the target market in the banking industry, focusing on content marketing. The researcher first collected data and information and categorized the identified codes into new concepts and categories, which was the basis for designing the interview questions and protocol. The final categories are content planning, content production, content distribution, qualitative market share, quantitative market share, and, valuation. A total of 13 interviews with experts from 7 banks have been conducted to achieve theoretical saturation. The final model is designed and presented based on 81 codes related to 23 concepts related to the research topic. As a result, a model was designed that by increasing the qualitative share of the target banking market, including the components of "brand promotion", "improving trust between banks and customers" and "creating conscious attention", promotes a small share of the target market in areas will be depositors, investors, and borrowers.
Esmail Ahmadi; Mohammad Hasan Maleki; Rasoul Sanavi fard; Mohammad Reza Fathi
Volume 24, Issue 1 , March 2020, , Pages 59-79
Abstract
The efficient supply chain plays an important role in the production and distribution of oil products and petrochemicals in the country. The present study seeks to identify key drivers and future scenarios for the oil supply chain. Orientation of the study is, applied and in terms of methodology is considered ...
Read More
The efficient supply chain plays an important role in the production and distribution of oil products and petrochemicals in the country. The present study seeks to identify key drivers and future scenarios for the oil supply chain. Orientation of the study is, applied and in terms of methodology is considered multiple. To this end, firstly, using the literature review and expert interviews, key drivers of the future of the oil supply chain were determined and then, by applying the binomial test, these factors were screened. By using GBN technique and considering three indicators of specialty, intensity and consensus, among the 10 factors that were screened, six key factors were selected for scenario analysis. For final screening of the selected factors in the GBN method was applied DEMATEL. Finally, due to the degree of influence of key factors, two factors of foreign sanctions and macroeconomic policies related to anti-fragility were selected for mapping scenarios. With regard to these two drivers, research scenarios include: closed supply chain, fragile supply chain, anti-fragile supply chain, dynamic supply chain. To map the plausible scenarios of the research, CATOWE's tool of SSM was used.
