Sara Pesaranafsharian; Mohammad Haghighi; Mahdi Haghighi kafash; Hashem Aghazadeh
Volume 25, Issue 4 , January 2022, , Pages 68-87
Abstract
Objective: The aim of the present study was to develop the corporate brand management model in Mellat Bank.Method: This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis ...
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Objective: The aim of the present study was to develop the corporate brand management model in Mellat Bank.Method: This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis and deep interview and in qualitive part, partial least squares technique was used. The target community in qualitive part was managers and experts in banking with a masterchr(chr(chr('39')39chr('39'))39chr(chr('39')39chr('39')))s degree or higher and a work experience of more than 5 years and in quantity was Mellat Banks’s employees. The method of sampling in qualitive part was snowballs and the number of sample volumes was 8 according to the theoretical saturation of the data and in quantitive part is accidental sampling and 361 people. In the qualitative part, MAXQDA software analyzes the interviews and studies, and in the quantitative part, Smart PLS software analyzes the identified components.Results: Based on the research results, a total of 13 categories and 41 concepts were identified and extracted. These include brand identity management, brand equity, corporate culture and other concepts.Conclusion: The research findings can be important for bank managers and marketing experts. It is clear that corporate brand is essential factor in sucsses of organizations.
Mohammad Brujerdi; Hashem Aghazadeh; Mohsen Nazari
Volume 25, Issue 1 , April 2021, , Pages 137-161
Abstract
Coopetition strategy is a relationship in which collaboration and competition co-exist, to create value in cooperation with their competitors and to appropriate a share of that value themselves in an all-win scenario. The focus of this study is to investigate the concept of competitive collaboration ...
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Coopetition strategy is a relationship in which collaboration and competition co-exist, to create value in cooperation with their competitors and to appropriate a share of that value themselves in an all-win scenario. The focus of this study is to investigate the concept of competitive collaboration in the engineering services industry. In this regard, one of the innovations of the present study is to try to design a conceptual model for this strategy and then to modify it based on the Iranian engineering services. Using grounded theory, methodology as a qualitative method based on primary data of 12 in-depth interviews with experts in the field, a theoretical framework was formulated regarding the systematic view of Strauss and Corbin. The research data were analyzed in three stages: open coding (650 descriptive codes), axial coding and selective coding. The findings show that the final model consists of 6 main categories, 14 subcategories, and 98 abstract concepts. By gathering the data and evidence from analysis of inter-firm level, a conceptual model relationship for coopetition strategy in the field of engineering services. The research findings show that engineering services managers and policymakers need to pay attention to all categories of causal conditions, intervening conditions, contextual conditions, strategies and outcomes of competitive collaboration.
