JOURNAL OF BUSINESS STRATEGIES
Year:2017 | Volume:24 | Issue:9 |Papers Count:6

This paper aims to survey influence of origin country on specific value of brand and provides structural model for it. Statistical population was 187 pharmacists in Bushehr and Fars Provinces who were selected by random classified sampling. Data analysis was done by software AMOS21 and SPSS21. Findings show that applying influence of origin country in pharmaceutical industry reinforces specific value of brand. Therefore, medicine marketers have to know that pharmacists are influenced by origin country of medicine for choosing brand and should improve their brands mental position by emphasizing on R&D, premium raw material, and history of pharmaceutical industry in their country.

In recent years due to extension and increase of internet and E-commerce, virus marketing has caught producing and service companies’ idea. Despite this fact, there is no survey on influence of attractiveness and validity of virus message source on consumer’ s view to brand and their risk taking and this study aims to it. Statistical population is mobile owners (Samsung, LG, Nokia, Sony, and IPhone) in Bushehr. 430 questionnaires were distributed and 396 questionnaires were collected and analyzed by sampling. Data analysis was implemented by structural equation modeling using PLS software. Findings indicated that attractiveness and validity of virus message source affects consumer’ s view to brand. Also, mental involvement of consumers has moderator role in the relation between attractiveness and consumer’ s view to brand. In addition, rate of risk taking of individuals has moderator role in the relation between message source validity and consumer’ s view to brand.

One of the main tasks of marketers is understand of consumers and their experiences about products and services and how their experiences influence their feelings. This paper aims to study influence of different aspects of consume experience on post-consume variables (satisfaction, sadness intensity, mouth-to-mouth communication, and behavioral wills). Random stratified sampling was done for data gathering of questionnaires distributed among 385 students of Mashhad Azad University. Confirmatory factor analysis and structural equation model were used for data analysis using AMOS software. This is functional survey. Findings show that pleasure in consume experience has positive influence on satisfaction, sadness intensity, will for oral advertisement, and intention for repetition of experience). Also, escaping from reality in consume experience has positive effects on sadness intensity of consumers. Learning and communication (common experience) in consume experience has positive influence on oral advertisement implementation. Also, . Learning in consume experience has positive influence on oral advertisement will.

Scientific familiarity with different markets and positive and negative points of each institute involves periodic and permanent study of that institute’ s performance. The tool for implementing this important procedure is marketing audit. Under marketing audit, position of company and quality of its progress can be understood. The purpose of this paper is developing a model of marketing audit outcomes. This is descriptive functional survey. Statistical population includes 1454 pharmaceutic companies. Sample volume was 285 companies using Morgan table and 325 electronic questionnaires were gathered by simple sampling. Its validity and reliability were measured and approved respectively by convergent and divergent validity as well as study of internal compatibility. Examining the hypotheses were done by structural equation model using SPSS software. In confidence level of 0. 05 findings showed that: A) more environmental generosity refers to less marketing audit, B) environmental mobility alongside active business strategy plays important role in implementation of marketing audit, C) marketing audit can seriously affect company’ s marketing performance, D) marketing audit is median in relation between environmental factors and marketing implementation.

Companies enter to new businesses in their growth route. The important question is that what does compose proper portfolio for holdings? In order to answer this question, different models are provided by researchers but there are critics to them. Lack of scientific and valid model is felt. This paper aims to provide new and functional model for portfolio management in Iranian holdings. This is qualitative inductive survey and classic grounded theory method is applied. Deep semi-structured interview with 22 managers and experts in 13 organizations were collected. Findings led to conceptualization of “ customer portfolio” as a new phenomenon in Iranian holdings. Based on this concept, holdings can manage its own portfolio by creating a suitable portfolio of operation and explore capabilities rooted in its business.

Once upon a time it was believed that only high quality and low cost will catch customer’ s view, disregarding the fact that providing a product can affect environment and society. With high competition, lack of water resources, and environmental pollution, modern approaches led to consider social responsibility and organizations understood that customer’ s loyalty is important in addition to social responsibility which is critical to competitive advantage. This paper aims to study the relation between aspects of company’ s social responsibility in which one major hypothesis and ten minor hypotheses are posed. This is functional descriptive correlation survey. The statistical population is Raja train passengers while 403 people were selected by random sampling. 8 out of 10 hypotheses were approved. In other words there are direct relation between company’ s social responsibility from viewpoint of (society, customers, and employees) and perception (company-customer), company’ s social responsibility from viewpoint of employees and customer’ s satisfaction, perception (company-customer) and customer’ s satisfaction, perception (company-customer) and repeated purchase behavior, customer’ s satisfaction and suggestion for purchase, and finally customer’ s satisfaction and repeated purchase behavior. But there is no direct relation between company’ s social responsibility from viewpoint of customers and customer’ s satisfaction, as well as, perception (company-customer) and suggestion for purchase.