PUBLIC MANAGEMENT RESEARCHES
Year:2024 | Volume:11 | Issue:62|Papers Count:11

In recent times, owing to the rapid growth of technologies and their significant impacts on economic, political and social spheres as well as the changing expectations of citizens, digital transformation in the public sector has become an imperative need. Governments act as the guardians of the society in harnessing and benefiting from digital transformation. However, despite this, there are challenges confronting the government that hinder it from playing such a role. According to the literature review and the lack of a comprehensive framework of the challenges of digital transformation in Iran's public sector, this study was conducted with the aim of analyzing the challenges facing Iran's public sector in establishing digital transformation. In this study, the qualitative content analysis method was employed to collect data and extract expert opinions from semi-structured interviews with 40 information technology specialists. Based on the findings, the challenges of digital transformation in Iran's government organizations can be categorized into four types: hardware challenges (information technology infrastructure and financial infrastructure), software challenges (digital governance and the culture of digital transformation), human challenges (competencies of digital transformation custodians and digital citizenship competencies) and ecosystem challenges (ecosystem interactions and ecosystem capacity). This framework can be utilized by theorists and researchers as a guide for future studies on digital transformation in the public sector and provide useful guidelines for policymakers and government managers. Introduction In the last few years, the emergence of digital technologies such as the Internet of Things, big data, blockchain, cloud computing, artificial intelligence and machine learning has caused an unprecedented transformation in the government, industry and society. Industrial revolution 4.0 and society 5.0 have led governments to use technologies to improve services and the quality of public administration, and the governance process of societies in the digital age has changed significantly. Today, citizens expect services to be provided to them with speed, agility, flexibility and minimum cost. As a result, it is very important that the government has the ability to provide better services in the shortest time to the citizens in any geographical area. Therefore, government organizations as the executive arm of national governance should be in line with the needs and demands of citizens in search of new methods that bring continuous innovation in providing public services to citizens. One of these methods is the implementation of digital transformation, or in other words, the transition from the current electronic government to the digital government, which can be a way out of the current situation and a way to provide better public services. Today, any government that wants to move towards the realization of good governance must be equipped with a powerful tool such as digital government, the realization of which requires the implementation of digital transformation in the public sector. Unlike digitization, which focuses on the digitalization of services, digital transformation refers to the fundamental redesign and revision of public policies, processes, and services in order to create better value and user experiences Digital transformation helps governments to provide services that even in an era of challenges such as budget constraints, income inequality and geopolitical instability; It meets the changing expectations of citizens and businesses and also enables citizens to expand their interactions with governments, which ultimately can lead to increasing the resilience of a country's social and economic system. In this regard, digital government has received attention in all parts of the world and almost all developed countries have welcomed digital government policies and made technological innovations. Case study In Iran, measures in this direction, such as the digital transformation document, drafting and approving relevant laws and regulations in this area, such as clauses 12 and 15 of the general policies of the administrative system notified by the Supreme Leader, the second program (development of electronic government and administrative intelligence) of Administrative system reform program - second round approved by the Supreme Administrative Council and clauses 32 and 34 of the general policies of the sixth development plan and also clause 25 of the seventh plan have been carried out. However, the examination of the current state of digital government indicators and the results of studies on the development of e-government in Iran show that the public sector has not been able to move in this direction in sync with other countries and has remained unable to implement the digital transformation process. Considering the inappropriate position of the country in the state of digital government and considering that Iran's management system is struggling with many problems and issues; The role of digital transformation in the public sector in the direction of reforming Iran's administrative system and developing electronic government is undeniable. Considering the importance of the mentioned topic, it is necessary to carry out the required studies in this field in the country in order to carry out future plans. Although there have been studies in the field of digital transformation in the country digital transformation in Iran's public sector has not been addressed. Therefore, considering that the recognition of issues and problems is the main step of transformation, this research seeks to identify the challenges of digital transformation in the public sector, to implement it and implement structural reform programs in the administrative system. country and finally, help realize the digital government. Materials and Methods The present research is qualitative research and one of the categories of developmental studies, the purpose of which is to analyze the challenges of digital transformation in the public sector of Iran and provide a comprehensive framework. In order to achieve this goal, qualitative content analysis method with inductive approach has been used. In this research, interviews have been conducted with 40 IT professionals who are characterized by relevant education and their history of cooperation with government organizations in the field of digital transformation. Targeted non-probability and snowball (with maximum diversity) were used until reaching theoretical saturation, and finally theoretical saturation was achieved with 40 interviews. Discussion and Results The findings of this research show that the challenges of digital transformation in the public sector can be divided into four categories: hardware challenges (information technology infrastructure and financial infrastructure), software challenges (digital governance) and the culture of digital transformation), man-made challenges (competencies of digital transformation custodians and digital citizenship competencies) and ecosystem challenges (ecosystem interactions and ecosystem capacity)". Conclusion In this research, through interviews with experts in this field, the challenges of digital transformation in Iran's public sector were divided into 4 themes: "hardware", "software", "human software" and "ecosystem".According to the findings, among the most important challenges that Iran's public sector is facing are information technology infrastructure and financial infrastructure, governance of digital transformation, culture of digital transformation, competencies of those in charge of digital transformation, digital competencies. Citizens and interactions and capacity of the ecosystem pointed out.

Organizational bullying is one of the usually hidden phenomena in organizations, which manifests itself with behaviors such as insults, humiliation, offenses, threats, and other negative behaviors, and causes the victims to feel disgusted, and as a result, reduces the organizational performance and individual productivity of employees. Organizational bullying is usually done by managers or employees, and dealing with this phenomenon can help the productivity and mental health of employees, finding solutions to deal with it is essential in organizations. Based on this, the current research has been formed with a mixed color to analyze the solutions to deal with organizational bullying. In this research, first, using the qualitative method and thematic analysis approach, primary codes were identified and then the themes of the research concept were categorized. In this section, the results were obtained from semi-structured interviews with 20 employees of the Ministry of Industry, Mining and Trade, the Ministry of Petroleum, the National Tax Administration, and the Central Bank. In the quantitative phase of the research, the identified solutions for better evaluation were distributed electronically using a questionnaire among the employees and managers of the mentioned organizations, and the results were evaluated using the exploratory factor analysis method through SPSS software, finally, the solutions were divided into 6 categories. They were categorized as managerial, specialized, confrontational, individual, organizational, and legal. Introduction One of the most important and common phenomena that are sometimes hidden from others in government organizations is organizational bullying. This phenomenon has been the subject of international studies for several decades due to its widespread and harmful nature at all levels of the organization. Human resources play a decisive role in the success or failure of the organization. Therefore, examining variables affecting human resources can be useful for government organizations in the long run. Organizational bullying is related to situations where the target of bullying is subjected to harassment, insult, and social isolation. Victims have a low level of job satisfaction and finally, as a last resort to cope with bullying, they intend to leave their jobs. Also, bullying behaviors in some victims lead to a decrease in their motivation and creativity and also people in this situation have a natural tendency to find ways to cope with bullying. According to the stated content, it can be concluded that bullying is a widespread organizational problem with destructive effects at the individual and organizational levels. Therefore, finding logical and stress-free strategies to cope with bullying in organizations can, in addition to helping the physical and mental health of employees, help the organization achieves its desired goals. Case Study The statistical population of the qualitative part of the research was determined by the managers and employees of government organizations, including the employees of the Ministry of Industry, Mining and Trade, the Ministry of Petroleum, the National Tax Administration, and the Central Bank. The statistical population of the quantitative part of the research was also formed by the employees of government organizations of Tehran province. Materials and Methods In terms of research orientation, this research is fundamental-applied, in terms of research approach, it is hybrid, and in terms of research strategies, thematic analysis (qualitative)-correlation (quantitative). In the first stage of the research, to fill the void of previous research, by using the qualitative approach of theme analysis (theme network method), the strategies to cope with organizational bullying in Iran's government organizations were identified, as a result of interviews with 20 of managers and employees in different organizations and referring to The theoretical foundations in this field have been obtained. Based on this, the interviews were implemented, and then the initial coding was done. The sampling method in the qualitative part was a combination of targeted judgment methods and snowball method (non-probability methods). In the quantitative part, the research tool was a five-point Likert scale questionnaire. The number of sample people was determined based on the random sampling method, and the questionnaire was distributed electronically among the 157 employees of various government organizations. To analyze the findings, exploratory factor analysis was used to cluster strategies. The software used in this research was SPSS. Discussion and Results After studying the research literature, in the qualitative part, semi-structured interviews were conducted with some employees in the organizations mentioned in the previous section. From the 11th interview onwards, no new content was added, but despite this, the interviews continued until the 20th interview, when theoretical saturation was achieved in the 20th interview, and finally 21 indicators were extracted from the texts of the interviews, and these indicators were divided into 2 categories. Also In the quantitative section, after statistical analysis, the indicators were categorized into 6 clusters. Conclusion In the qualitative part, the indicators were classified into two categories, individual strategies and organizational strategies based on their nature. In the quantitative part, after performing the statistical analysis process, the indicators were categorized based on 6 components, which are: managerial, specialized, confrontational, individual, organizational, and legal strategies. Management strategies are strategies that people in a management position can use as a tool to cope with the phenomenon of organizational bullying and control the conditions in the organization. Specialized strategies are strategies that are related to the scientific and communication field, and the victim uses his scientific and communication expertise to cope with it. confrontational strategies are strategies that, if used, can bring unpleasant consequences for the victim and somehow force him to bear irreparable costs. Individual strategies are strategies based on the victim and only involve him. Organizational strategies are strategies that are used at the level of the organization and have a collective nature and, of course, in individual cases, and finally, legal strategies are strategies that are related to the laws and legal foundations of organizational and professional behavior, and the victim is Being aware of them can help to cope with bullying.

The training of public administrators is of particular importance due to their access to organizational resources and authority, and its correct and effective management can be the basis for the optimal realization of the policies of the country's administrative system. The current research was conducted with the aim of identifying and ranking the factors affecting the policy of education of public administrators, which is practical in terms of the type of goal and qualitative in terms of method. By using the meta synthesis method of Sandelowski and Barroso, 286 sources related to the research topic in the last two decades were analyzed and the conceptual framework of the research was designed around the policy of education of public administrators with 7 components and 23 indicators. The reliability of the resulting codes was confirmed by calculating the Kappa index in SPSS24 software as 0.827 and the final indices were ranked using the Shannon entropy method. The data collection tool of the research was sampling from study sources. The results of the research indicate that the cultural components, empowerment, organizational competencies, learning, policy, strategic success, environmental competence and skill-orientation have the greatest impact on the subject of the research. Also, strategy-orientation, solving infrastructural and operational challenges, individual competencies, needs assessment, planning, implementation and evaluation of trainings for public administrators, in an environment that includes knowledge management, globalization, modernity, research-oriented and outsourcing. They can influence the policy of training. Introduction Among the various factors that lead to the success of government organizations in fulfilling their assigned duties and responsibilities, the role of managers is of significant importance. Managers and employees of the administrative system of any country, regardless of any knowledge, experience and skill background, always have the possibility of learning, which facilitates organizational development, and one of the most important tools to achieve this important goal is job training. In this research, we examine what are the main elements influencing the policy-making process of education of public administrators and what is the prioritization of these elements. In view of the need to pay more attention to the education of government managers due to the significant contribution it can have in the success of government organizations, it will be of particular importance to identify various factors affecting this issue, which is considered as the problem of this research. The key objective was to identify the effective factors on the policy of training managers through a comprehensive review of the subject literature and using the meta synthesis method and then ranking these factors using the Shannon entropy method, focusing on this issue specifically and With this method, it can be mentioned as research innovation. Case study This qualitative research doesn’t include case studies. Methodology In terms of the type of applied goal, and in terms of the nature of the data and the style of analysis, the current research is considered a part of qualitative research, in which the research data is collected and analyzed using the meta-synthesis method.By using the meta-synthesis method of Sandelowski and Barroso, 286 sources related to the research topic in the last two decades were analyzed. Discussion and Results The improvement of the country's administrative system depends on the qualitative and quantitative development of the performance of public organizations. An important part of the human capital of these organizations is made up of public administrators who have been delegated the authority to use resources to achieve organizational goals. The training of public administrators can play a role as an effective lever to improve their performance and, accordingly, the success of the respective organizations. A review of the subject literature indicates that the training of administrators in many public organizations has deficiencies for various reasons that have contributed to the decline of its effectiveness. During the research conducted in this regard, various aspects have been examined; But the extent and importance of this issue requires a comprehensive analysis from a policy perspective. Therefore, the current research was conducted with the purpose of identifying and ranking the factors influencing the policy of education of public administrators with the meta-synthesis method, and after examining related sources, a model with 7 components and 23 indicators was presented.

Understanding the factors that cause the acceptance of a technology and creating the conditions under which the desired information technologies are accepted is one of the important researches in the field of information technology. The theory of planned behavior is one of the most important and famous theories of technology acceptance, so far more than 2000 valid articles have been written with the technology acceptance model, and there are more than 300 thousand references to Ajzen's theory of planned behavior (TPB) articles. The important thing that exists in the majority of related articles is that most of them use the relevant model without sufficient understanding of the dimensions, variables, methodology and even the reference article of TPB and the criticisms of this theory. In this article, first the theoretical foundations of theory of reasoned action (TRA) and the criticisms made to it, which led to the emergence of the TPB theory, and then the TPB theory of Ajzen and Fishben are discussed. Then, this theory was analyzed in detail with the method of content criticism and with the tool of collecting library studies and related articles and websites. The most researched in this research is about the intention and the relationship between intention and behavior, and the reasons for harming this relationship have been stated. Culture and the effect of new information and knowledge are other concepts that have been discussed in detail. Finally, there are suggestions for this theory and future researchers, as well as the challenges of criticizing the theory. Introduction Many people, without knowing about some theories, implement them in practice. An important issue here is that researchers use a theory without knowing its various aspects. In most cases, researchers do not even refer to the original theory and the source of the theory to learn about the complete theory and use second-hand sources to quote or use a theory. In a better case, the researchers refer to the original theory and the relevant source, but they are unaware of the origin of the theorizing in that field, the relationship of the theory with other theories of the same period, and the problems that a theory has, and sometimes It happens that a researcher uses a certain theory for many years and in different researches, but does not search for these and similar cases; However, due to the negligence of the scientific community, the used theory may contain many problems and criticisms and is not suitable for use in many researches. In most cases, the fame and credibility of the theorist causes the scientific community and researchers to neglect the detailed and detailed examination of a theory, and no one imagines that a famous scientific theory may have problems and criticisms. Considering the importance of discussion and research in the field of technology acceptance models, in this article, one of the most famous behavioral theories called the theory of planned behavior of Ajzen, which is mentioned many times in articles and scientific sources, is discussed. Used. Case study This research aims to critically examine Ajzen's theory of planned behavior, to know about its various aspects, the origin of how to theorize in that field, the relationship of the theory with other theories of the same period, and the problems that have come to this theory. Materials and Methods With the method of content criticism and with the tool of collecting library studies and related articles and websites, Ajzen's theory of planning behavior was investigated in detail. To criticize the theory, different frameworks for the evaluation of theories have been used. Discussion and Results The research findings based on the review of various sources show that the relationship between intention and behavior and the relationship between PBC and BI are problematic (due to reasons such as inconsistency, scope limitation, forgetting, low control, change of mind, unavoidable bias). Inability to measure collective intention and behavior, impairment in the feasibility of intention and behavior at the same time and postponement or forgetting of intention over time, failure to consider the components of behavioral intention, lack of control over behavior and the effect of new information and knowledge. The difficulty in arguing whether the performance of a behavior in the past directly causes the current intention of the person or not, the lack of differentiation in the types of attitudes in TPB, not considering gender inequalities in the model are among the other findings of this research in examining the theory of planning behavior. It's done. Also, in this theory, there is no difference between perceived behavioral control (PBC) and self-efficacy (SE); Culture and cultural dimensions including individualism-collectivism and power distance and the differences these dimensions create in people's behavior are not seen in the TPB model; The effects of new information are not predicted in the model; Knowledge or modification of factual information has no direct role in TPB; The TPB model does not have the ability to predict a set of behaviors; It is one of the other findings of this research. Conclusion This study is potentially useful because it shows the strengths and weaknesses in the model of the theory of planned behavior, and this can provide a new opportunity for future researchers to adopt appropriate models to conduct empirical tests in different technological conditions. In spite of the idea that there is about the progress of science and the contribution to the scientific boundaries, which sees the progress in management sciences in the mechanical production of new theories and models, this research showed a critical view and approach to the theories, models and theories available in scientific sources. It can also have a significant impact on the progress of management science. This research made a critical review of one of the most important theories of behavioral sciences, which has the most references and uses by researchers compared to other models in that field, and was able to provide suitable correction suggestions, while other models and theories in behavioral sciences And management can be critically examined in the same way by future researchers.

Abstract The current research was carried out with the aim of explaining the effects of e-government benefits in order to continuously use e-government services among the citizens of Tehran, to help increase the use of e-government benefits by examining this effect and mediating factors involved in it. The current research philosophically follows the positivist paradigm and is based on the goal criterion in the applied-developmental research group and based on the criterion of the nature of data and the basis of quantitative research. The data collection tool is a standard questionnaire. Validity of the research tool based on Cronbach's alpha test for the e-government benefits questionnaire (0.75), intention to continuously use e-government services (0.73), citizens' trust (0.71), national culture (0.77), digital divide (0.79) has been confirmed, the statistical population of the research includes the citizens of Tehran. The sample size in this research is equal to 294 people using Sample Powell sampling software. The research data analysis tool is SPSS and AMOS statistical software. In order to determine the presence or absence of influence between variables and to estimate and generalize the results obtained from the sample size to the statistical population, a simple regression model with a hidden variable, a mediator model, and a path model have been used to evaluate the research hypotheses and the conceptual model of the research. The findings of the research indicated that the benefits of e-government have an effect on the intention to continuously use e-government services, and citizens' trust, national culture, and the digital divide have a partial mediating role in the effect of e-government benefits on the intention to continuously use e-government services. Introduction The e-government in Iran suffers from the lack of structural and executive development with the procedures that prevail in Western countries, which definitely national determination and the creation of a comprehensive plan in this direction can solve many problems in the twenty-year vision of the country. According to the mentioned cases, in the present research, an attempt has been made to investigate the effect of all-round factors to improve the use of e-government. Also, although there have been various investigations on the digital divide in past researches, it is necessary to plan this issue and the challenges related to it and its components in every nation in relation to other factors such as the national culture of that country, considering the conditions of that country and its citizens. to become clear. According to the main problem of the research, which is to explain the benefits of e-government for the willingness and intention of citizens to continuously use e-government services, the question raised in this research is: Are the benefits and services provided by e-government, considering the trust of citizens and despite the digital divide and Does national culture affect the intention to continuously use e-government services? Case study Citizens of Tehran Materials and Methods Philosophically, the current research follows the paradigm of utilitarianism, based on the goal criterion in the applied and developmental research group, based on the data collection time criterion in the cross-sectional research group, based on the nature of the data and the basis of quantitative and descriptive research, based on the characteristic criteria The research topic or problem of a correlation or concordance research, based on the criteria of the data collection method of a field research using the standardized questionnaire tool that was extracted from the theoretical literature review. The main data collection tool in this research is five questionnaires. In the current research, the standard questionnaire of Halil Kanineh and Luke Kanneh (2018) to examine national culture and e-government, the standard questionnaire of Van Dijk (2006) to examine the digital gap and e-government, and the standard questionnaire of the benefits of e-government by Gupta et al. 2018), as well as the standard questionnaire of the intention to use e-government services by Serana Sinaka et al. (2018) and the standard questionnaire of citizens' trust Ahono and Van Hu (2020). The spectrum used in the questionnaire of this research is a 5-point Likert scale. In order to analyze the data in this research, quantitative data analysis tools from SPSS and AMOS structural equation modeling and statistical software were used. The statistical population of the present study is the citizens of Tehran, the sample size in this study using Sample Power software is 294 people. Discussion and Results The result of the first hypothesis: the amount of influence of the independent variable on the dependent variable has been reported as 0.58, which is an effect with a suitable intensity, and its R2 coefficient is also equal to 0.33, which indicates that 33% of the variance of the dependent variable ( intention to continuously use e-government services) is explained by the independent variable (e-government benefits). In simpler words, 33% of the factor of the intention to continuously use e-government services is related to the variable of e-government benefits. Therefore, the benefits of e-government have an effect on the intention to continuously use e-government services, so the intention to continuously use e-government services can be predicted based on the benefits of e-government in the statistical population. The result of the second hypothesis: the direct and indirect effect of e-government benefits on the intention to continuously use e-government services is significant. The direct effect of e-government benefits on citizens' trust is significant. The direct effect of citizens' trust on the intention to continuously use e-government services is significant. In general, in this model, since both direct and indirect effects of e-government benefits on the intention to continuously use e-government services have been reported to be significant, it can be concluded that there is mediation and the variable of citizens' trust has a partial mediating role in the effect of e-government benefits on the intention to use It is continuous from e-government services, so the above hypothesis is confirmed. The result of the third hypothesis: the direct and indirect effect of e-government benefits on the intention to continuously use e-government services is significant. The direct impact of e-government benefits on national culture is significant. The direct effect of national culture on the intention to continuously use e-government services is significant. In this model, since both the direct and indirect effects of e-government benefits on the intention to continuously use e-government services have been reported to be significant, it can be concluded that there is mediation and the national culture variable has a partial mediating role in the effect of e-government benefits on the intention to use continuous of e-government services, so the above hypothesis is confirmed. The result of the fourth hypothesis: the direct and indirect effect of e-government benefits on the intention to continuously use e-government services is significant. The direct impact of e-government benefits on the digital divide is significant. The direct effect of the digital divide on the intention to continuously use e-government services is significant. In this model, since both direct and indirect effects of the benefits of e-government on the intention to continuously use e-government services are reported to be significant, it can be concluded that there is mediation and the gap variable Digital has a partial mediating role in the effect of e-government benefits on the intention to continuously use e-government services, so the above hypothesis is confirmed. Conclusion benefits of e-government have an effect on the intention to continuously use e-government services, and citizens' trust, national culture, and the digital divide have a partial mediating role in the effect of e-government benefits on the intention to continuously use e-government services.

Public management theory in the field of public administration has been influenced and dominated by the knowledge of political science, economics, law, behavioral sciences, and social psychology in the late nineteenth and early twentieth centuries. Since the emergence of theoretical and applied knowledge of public management, theories of public management have been classified and introduced within the same paradigms and theories of classical public management, managerialism or new public management, good governance, new public service, public value management, and so on. This article aims to explore the main paradigms and theories of public management within the framework of Barl and Morgan. Contemporary theories of public management, under the titles of classical public management paradigm, bureaucratization, managerialism or new public management, have to a large extent roots in functionalist sociology and carry values of objectivity, hierarchical obedience, positivist epistemology, and a tendency towards universalizing theories of public management beyond cultures, emphasizing the preservation of the existing state. Modern orientations in public management, with a focus on human-centricity by shifting attention from economics to culture and cognitive processes, carry values of mentalism, inter-mental relationships, meta-positivism, voluntarism, and conscious choice of actors, and emphasize the space of interpretation, discourse, and social constructions. Introduction The history of science has witnessed numerous revolutions, leading to the replacement of old perspectives with new ones, a phenomenon referred to by Thomas Kuhn as paradigm shift (Kuhn, 1995). A paradigm is the broadest accepted unit in a scientific field that distinguishes scientific communities and defines what should be studied, the probable questions, and how to answer them (Nargesian, 2007: 157).Management, as a social science, is not exempt from this rule and has experienced multiple transformations throughout history. Public management is a combination of theory and practice. According to Estilman (1980), there is no specific point in history for its theoretical aspect, but its practical aspect dates back as far as human existence (Lamidi, 2015: 1). Various authors and researchers argue whether public management is a science or an art. While many accept management as an art, a few researchers such as Anderson (2002), Shafritz (2006), and others believe it to be purely a science (Cavalcante, 2019). In its true sense, public management can be considered a collection of interdisciplinary theories and functions designed to enhance the understanding of the relationship between the government and society (Azimi & Farzam, 2019: 191).Although discussions on the diversity and identity crises of existing perspectives in management research are prevalent, the truth is that by examining and researching the approaches to public management, it is possible to arrive at a typology of the evolution of public management theories from a paradigmatic perspective. A paradigm refers to a comprehensive and pervasive pattern and structure of dominant mindsets and scientific commitments that encompasses the assumptions, concepts, methods, tools, and foundations accepted by scholars in a specific period, establishing a framework that entails insight into existence, knowledge of it, and a particular interpretation of humans in a historical period, setting the overall direction for research and evaluation criteria in a particular era (Khoramshad & Nozari, 2017: 53). As mentioned earlier, paradigms are constantly changing, and the changes within them are based on a return to ground zero, where everything is recreated anew in the new paradigm (Kuhn, 1995). Discussion and Results In the field of philosophy, a paradigm is a distinct set of concepts, models, or scientific contributions that includes theories, research methods, hypotheses, and criteria that are accepted by experts in a particular field, providing solutions to specialists (Kuhn, 1995). Therefore, paradigms can be said to lead to scientific revolutions and encompass a set of fundamental beliefs and assumptions that guide individuals' actions in personal and scientific life (Danaei Fard, 2007: 89). In 1979, Burrell and Morgan introduced a theoretical framework for categorizing paradigms in the social sciences, which gained significant attention (Burrell & Morgan, 1979). This model may be the most influential method invented for this purpose and has influenced two generations of organizational studies researchers in understanding organizational phenomena (Andresani & Ferlie, 2006: 415). The Burrell and Morgan framework has two axes: the horizontal axis represents assumptions related to the social sciences based on a kind of objectivism-subjectivism dichotomy (ontology, epistemology, anthropology, and methodology). The functionalist paradigm represents a perspective that is entirely derived from sociological order and views the phenomenon under study through an objective lens. Functionalists, emphasizing the preservation of the existing state, social order, harmony, social integration, cohesion, and actuality, seek to understand the social world and its existing relationships using scientific methods (Burrell & Morgan, 1979).The theoretical foundations of the functionalist paradigm can be found in scientific management theories, administrative principles, bureaucracy, and administrative behavior. Scientific management aims to find the best method of performing work, and although it can be applied at all levels, it is most applicable to lower-level organizational managers. It is primarily influenced by the works of Frederick Taylor, Frank and Lillian Gilbreth, and Henry Gantt (Sarker, 2013:1).The theorists situated within the interpretive paradigm, within the fabric of the interpretive paradigm, have embraced an approach that is consistent with the principles of sociological order with a mental perspective. Their main concern is how to understand the world as it truly is through mental experiences. They believe in the spiritual nature of the world, and they argue that reality, as we know it, is shaped through meanings and mental perceptions and manifested socially and empirically. Interpretivism indicates that researchers cannot separate themselves from the phenomenon under study, and the values of the researcher influence all stages of the research. In their approach to the social sciences, they embrace hermeneutics, anti-positivism, constructivism, and ideography (Burrell & Morgan, 1979). Conclusion It cannot be said that one paradigm is superior to another; depending on the organizational functions, one can utilize each of these paradigms. For example, in sections of the organization where emphasis is mainly placed on tangible measures, such as the technical and operational departments, the functionalist paradigm would be more effective. In communication sections of the organization with the community, environment, and citizens, such as human resources management, customer relationship management, etc., one can benefit from the capacities of the interpretive and humanistic paradigms. The functionalist paradigm encompasses a significant volume of management studies and seeks to provide rational explanations for social affairs. This paradigm places great emphasis on social control and the preservation of the existing order, based on a sociological perspective. Traditional and modern management approaches such as scientific management, administrative principles, and bureaucracy find their place within the most tangible form of this framework. They have a completely pragmatic viewpoint and consider organizations and phenomena within them as natural phenomena in their analyses. By briefly reviewing classical management theories, one can observe the predominance of rational, formal, and legal actions within them.In continuation, the interpretive paradigm emerges, which emphasizes the mental approach to social organization. They contrast the functionalist perspective in ontology, epistemology, methodology, and anthropology. The theories of public management, good governance, value-based management, and modern public services are analyzable within this framework. In these approaches, we witness a diminishing role of governments and a greater focus on civil society based on values. For example, good governance holds governments accountable and responsible to the general public. Therefore, the type of action in this paradigm differs from the functionalists, who are rational and law-oriented. The emphasis on interactions and the increased communication between governments and societies bring emotional, social, and relational actions to the forefront in the interpretive paradigm.The next two paradigms under examination stand in contrast to the functionalist and interpretive orientations and criticize their excessive conformity. The fundamental humanistic paradigm is analyzed in two dimensions. One dimension leans towards absolute self-belief and ultimately leads to anarchy and disorder, making it unsuitable for administrative structures. The other part of the fundamental humanistic paradigm seeks to reform the existing state of affairs. The humanistic paradigm, which was examined in this study through critical theory and postmodern analysis, has recently emerged as the dominant perspective. Their nature is evident in critiquing the modernists, replacing traditional methods with discourses and communications. From a cognitive standpoint, they resemble the interpretive paradigm, with their difference lying in their viewpoint towards society.

The purpose of this study was to design and validate the franchisor growth model in Iran insurance industry. To achieve this goal, descriptive-analytical research method and structural equation modeling were used. The statistical population included all managers of Alborz insurance company and its outlets in East Azarbaijan province that entire population was selected using census method as study sample (120 individuals). The results showed that 30 drivers on eight principle components explain 74.32% of the variance of franchisor growth drivers in Iran's insurance industry, and based on the model of franchisor growth drivers, characteristics of insurance business through the franchise characteristics, the franchise system dispersion and the brand reputation, and then through the reliability, knowledge sharing, and conflict management affect the intention to continue cooperation. Introduction Franchise as a business model, has many economic and social effects such as job creation, economic modernization, and entrepreneurship development (Naatu & Alon, 2019: 738). The franchise has played an important role in rebuilding the economies of various countries with its significant growth in the post-epidemic period. Based on the esimates of the International Franchise Association (IFA), franchise business returns in 2022 will improve by 4.9 percent to $826.6 billion and their share of GDP in the US economy will be 3 percent (International Franchise Association, 2022). Although franchise in practice, has shown its impact on the prospects of various businesses; however, there are some fundamental gaps in researchers and executive managers' perceptions about the force governing and drivers of franchise performance, as research efforts to identify the relationship between drivers and franchisor growth have led to conflicting evidence (Kang, Asare, Brashear-Alejandro, & Li, 2018: 196). Furthermore, the causal relationships between franchise growth drivers in different industries are not well understood (Kang et al., 2018: 202). Given that there are fundamental differences between the characteristics of business in different industries; it is expected that the drivers of franchise growth in each industry will be different and different causal relationships will be established between them. Due to the limited research on franchise in the insurance industry, the purpose of this study was allocated to design and validate the model of franchisor growth drivers in the Iranian insurance industry. Case Study Alborz insurance company and its outlets in East Azarbaijan province were studied in the present study. Materials and Methods Descriptive-analytical research method and structural equation modeling were used in this present study. The statistical population included all the managers of Alborz Insurance Company and the managers of the representative offices of this company in East Azarbaijan province, and due to the limited number of the statistical population, the census method was used to select the participants (N = 120). Initially, based on the content analysis of published articles, 34 drivers were identified and the initial questionnaire was designed. After examining the content validity, the importance of the items was evaluated based on the collected data using two decision tree algorithms (CRT and C5.0), and four items were removed. Then we used exploratory factor analysis to determine the principle components of growth drivers, DEMATEL technique to develop a theoretical framework of causal relationships between eight components of growth drivers based on the perspectives of 12 academic experts and experienced managers of insurance companies (management experience over 10 years) and structural equation modeling to validate the developed model. Results and Discussion Exploratory factor analysis showed that 30 drivers on eight principle components consist of franchise system dispersion (16.64%), brand reputation (10.96%), reliability (9.85%), knowledge sharing (9.57%), conflict management (7.98%), intention to continue cooperation (7.81%), franchise characteristics (7.33%) and business characteristics (4.17%) explained 74.32% of variance of the franchisor growth drivers in Iran insurance industry. In the present study, the franchise system dispersion represented three indicators of geographical dispersion, overseas activity and number of outlet, which played the most important role in explaining the franchisor growth in the insurance industry. In other words, the dispersion of the franchise system was the main driver of franchisor growth in Iran insurance industry. These findings are consistent with the evidence reported by Julian & Castrogiovanni (1995) and Dant et al. (2007) explaining franchisor growth based on geographical distribution and number of oulet (Dant et al., 2007: 169; Julian & Castrogiovanni, 1995). : 2). However, outlet growth rate, which covers the growth speed of the franchisor (annual increase in the number of outlet), in the present study, based on the results of decision tree algorithms, did not play a role in franchisor growth in the insurance industry, which is inconsistent with the conclusion of Castrogiovanni and Justice (2002) and Ongo (2007) who have introduced the outlet growth rate as a more appropriate indicator for the franchisor growth (Elango, 2007: 179; Castrogiovanni & Justis, 2002: 98; Shane 2001; 136). The reason for these discrepancies may be related to the different characteristics of industries and also the different characteristics of the studied markets. In the present study, to design a model of causal relationships between franchisor growth drivers, first the DEMATEL technique and expert opinions were used to develop a preliminary theoretical model, then the validity of the model were tested based on experimental data and structural equations modeling. The results showed that the structural relationships proposed in the initial theoretical model are supported based on experimental data (χ2 = 635.33, p = 0.051, SRMR = 0.063, CFI = 0.91, IFI = 0.89). In this model, the coefficients of all paths were positive and the component of business characteristics was the starting factor in the model, whereas the component of the intention to continue cooperation appeared as the final outcome. In the model of franchisor growth drivers in Iran insurance industry, the component of insurance business characteristics through franchise characteristics, franchise system dispersion and brand reputation, and then through reliability, knowledge sharing, conflict management impacted the intention to continue cooperation. Conclusion The model of franchisor growth drivers in Iran insurance industry with eight components of franchise system dispersion, brand reputation, reliability, knowledge sharing, conflict management, intention to continue cooperation, franchise characteristics, and business characteristics is a valid model for recognizing franchisor growth drivers and causal relationships among franchisor growth drivers in Iran insurance industry. Therefore, the use of identified drivers and attention to the pattern of causal relationships between their main components can be used for the growth and development of franchise systems in the Iran insurance industry.

Administrative corruption is one of the most important problems of government organizations in third world countries, which weakens or destroys many organizational achievements. The present research seeks to identify, measure and evaluate the factors affecting administrative corruption in the public sector of Khuzestan province. This research was conducted with a mixed method (qualitative and quantitative). The statistical population includes large government organizations and four water and sewage organizations of Khuzestan province, the General Administration of Customs of Khuzestan Province, the General Administration of Roads and Urban Development of Khuzestan Province and the Organization of Industry, Mining and Trade of Khuzestan Province. Using the snowball method, 12 experts of this The organizations were interviewed and the results were analyzed using the qualitative content analysis method. Then, a questionnaire was developed and after verifying the validity (form and content) and reliability (Cronbach's alpha, 0.80) it was given to 215 experts from selected government organizations, who were selected by simple random sampling in the conditions of the epidemic of covid-19. became The data were analyzed using SPSS and AMOSE software using confirmatory factor analysis, one-sample t-test and Friedman test. The results showed that the indicators have a high average number of 3 and therefore, according to experts, they are important in the occurrence of administrative corruption. among the environmental factors, political and government system variable, among the organizational factors, management structure and among the individual factors, individual characteristics got the most points. Among the three-pronged model of factors affecting the occurrence of administrative corruption, Organizational factors were the most important factors in the occurrence of administrative corruption. Introduction Administrative corruption is one of the most important problems of government organizations in third world countries, which weakens or destroys many organizational achievements. Case study The present research seeks to identify, measure and evaluate the factors affecting administrative corruption in the public sector of Khuzestan province. This research was conducted with a mixed method (qualitative and quantitative). The statistical population includes large government organizations and four water and sewage organizations of Khuzestan province, the General Administration of Customs of Khuzestan Province, the General Administration of Roads and Urban Development of Khuzestan Province and the Organization of Industry, Mining and Trade of Khuzestan Province. Materials and Methods Using the snowball method, 12 experts of this The organizations were interviewed and the results were analyzed using the qualitative content analysis method. Then, a questionnaire was developed and after verifying the validity (form and content) and reliability (Cronbach's alpha, 0.80) it was given to 215 experts from selected government organizations, who were selected by simple random sampling in the conditions of the epidemic of covid-19. became The data were analyzed using SPSS and AMOSE software using confirmatory factor analysis, one-sample t-test and Friedman test. Discussion and Results The results showed that the indicators have a high average number of 3 and therefore, according to experts, they are important in the occurrence of administrative corruption. Conclusion:among the environmental factors, political and government system variable, among the organizational factors, management structure and among the individual factors, individual characteristics got the most points. Among the three-pronged model of factors affecting the occurrence of administrative corruption, Organizational factors were the most important factors in the occurrence of administrative corruption.

In spite of much attention on Talent management, it should be considered as an "emerging phenomenon." The desire of leading organizations to strengthen human resources by attracting and retaining talented people has led to the adoption of methods for measuring talent and identifying talented people. In line with these efforts, the "Talent Assessment Scale" (TAS) was developed and after conducting an experiment among managers and experts of the Securities and Stock Exchange Organization (SEO), evidence on the validity and reliability of the tool was provided. In this article, the process of compiling, experimental implementation and validation of the mentioned tool is reported with reference to its psychometric properties while pointing out the limitations of using such a tool, the advantages and its limitations are discussed. Introduction In the past few decades, "talent management" has been conceptualized in the field of management. Then, it is an "emerging phenomenon". McKenzie Consulting Group mentioned it for the first time in 1990 in a report titled "War for Talent" (Michaels, Handfield-Jones, & Axelrod, 2001). In the knowledge-based economy, traditional resources lose their competitive advantage, while human talent is a renewable resource that is not easily copied or stolen by competitors. Therefore, the presence of talents in sensitive and key jobs is one of the most important factors in gaining competitive advantage (Salehi, Perkan, & Soltani, 2017). Talent management includes the continuous practice of discovering, developing, using and maintaining those employees of the organization who have potential abilities to solve the practical problems of the organization (Orlova, Afonin, Voronin, 2015). Berger (2004) considers talent to be a small group of people who inspire others to achieve superior success and have a great impact on the current and future performance of the organization. SEO is one of the organizations that need creative, innovative, active and learning people. For this reason, identifying, attracting, maintaining and improving the human resources of this organization is very important. The current research was implemented in order to improve talent management. The product of this research is a relatively reliable tool for assessing talent and identifying employees with high potential in the SEO and other similar organizations. Case study The population of this study consists of employees of the SEO in Iran, a non-governmental public institution with about 340 employees. Methodology and Methods The research process is summarized as follows: a) Discovering components and indicators (qualitative part of the study): After reviewing the related literature, the top talent indicators were extracted. Interview and Delphi method were used to evaluate the extracted indicators. The initial version of the extracted indicators was discussed in a focus group. The third edition of the indicators, after sufficient discussion, was converted into a questionnaire containing 45-item and prepared for implementation. b) Implementation of the initial version of the questionnaire (quantitative part of the study): The result of the qualitative part of the present study was a 45-item questionnaire that was administered to 171 people (65% men and 35% women). Exploratory factor analysis was performed with principal component extraction and varimax rotation. The sampling adequacy criterion of Keyser-Meyer-Elkin was 0.96. After the analysis, 10 items of the questionnaire that had smaller factor loadings were removed and the number of factors constituting the talent assessment scale was limited to 3 factors and the questionnaire items were limited to 35. Results and Discussion The 35-item scale for assessing the top talents of the organization consists of three components or subscales:1- Organizational Engagement, 2- Management skills and leadership spirit,3- Drive for Learning & High Performance. These 3 factors explain 71% of the total variance. The criteria for retaining the factors were their eigenvalues (values greater than 1 Keyser-Gutman). Reliability of the TAS was investigated by Cronbach's alpha for each scale and the entire questionnaire. The reliability coefficients are greater than 0.90. The construct validity of the TAS was investigated by factor analysis and the result of the analysis indicates the validity of the instrument. Talent management and succession are considered at high levels of organizational maturity and often in progressive organizations, and it has a special place in the 34000standard (Gholipour, Mohammad Ismaili & Dabiri, 2016). Despite this, measuring talent management and succession is very difficult due to the complexity of this process. Therefore, the current research was designed and implemented by adopting a pragmatic approach to develop a usable tool that can be used in the SEO and similar organizations. The three components (Drive for Learning & High Performance, Organizational Engagement, and leadership spirit) constituting the intended tool are compatible with the theoretical foundations and content of the existing literature. Those who are eager to learn and those who seek progress, always have the potential to improve themselves and their organization, and if such people belong and have attachment to their organization, they can play a key role in their organization. Having these people's leadership spirit puts them in the list of managers' successors. Juhdi et al. (2012) reported that high-potential employees were described by high performance, eagerness to learn, and leadership spirit. Conclusion The application of the TAS depends on the conditions, including existence of a strong motivation in the managers to move towards high levels of organizational maturity and clear understanding about the concepts of talent management among executives and the stakeholders. By using the TAS, about 71% of the variance of talent can be predicted. This amount of predictive power is satisfactory. In order to go beyond this point, continuous study and evaluation of the process and result of assessing the talented employees in the organization and development of complementary tools are needed. It is recommended to evaluate the criterion validity of the TAS after three implementation periods. The first step in using the scale to identify employees with superior talent is to form the "Top Talent Evaluation Committee of the Organization". It is recommended to evaluate the top talents of the organization once a year. The initial evaluation of the talent of the organization's employees using the tool introduced by the heads of the units and the first stage candidates are introduced to the evaluation committee for the final evaluation. The main purpose of measuring talent and identifying people with high potential and key employees of the organization is to empower them to improve the level of competence of the organization.

Accounting information system is an important and reliable source for financial and business decisions.The present study was conducted with the aim of analyzing the consequences of accounting information systems on the performance of managers with a mixed approach in Ansar Bank.The statistical population of the research consists of managers and experts who were selected as a sample using the purposeful sampling method and according to the principle of theoretical adequacy.The data collection tool in the qualitative part is a semi-structured interview, whose validity and reliability were confirmed using content validity and intra-coder and inter-coder reliability, respectively.Also, the data collection tool in the quantitative section is Delphi questionnaire, whose validity was confirmed using content validity and its reliability was confirmed using inconsistency rate.It should be mentioned in the qualitative section for data analysis from the coding approach and the Atlas software.T was used and the consequences of accounting information systems on the performance of managers were identified.In the quantitative part, the fuzzy Delphi approach was used to determine the importance and priority of the aforementioned outcomes.The results indicate that improving the quality of decisions, quick and appropriate response, increasing the speed of action, increasing productivity, increasing the competitiveness of the organization, reducing errors and mistakes, and correct and appropriate planning are the most important consequences of information systems.Accounting is on the efficiency of managers' performance. Introduction The complexities of today's world and the dominance of the competitive environment, information can be considered as one of the important and valuable resources for organization and management.Just as raw materials, financial and human resources play a vital role in the production process, in the age of information and communication, where the smallest movement of the organization is not immune from the eyes of competitors, information takes a special place.Accounting information system is a system that collects and stores financial data and prepares it for the purposes of the organization.In fact, it helps to prepare financial reports of the organization for internal and external users. Case study The statistical population of the expert in the qualitative and quantitative section is made up of the experts and managers of Ansar Bank in Sistan and Baluchistan province, who based on purposeful sampling (people who had sufficient knowledge and information about the phenomenon in question and are able to provide valuable information)were selected as the sample) and the principle of theoretical adequacy, 15 people were selected as sample members. Materials and Methods The data collection tool in the qualitative part is a semi-structured interview, whose validity and reliability were confirmed using content validity and intra-coder and inter-coder reliability, respectively.On the other hand, in the quantitative part, the data collection tool is a fuzzy Delphi questionnaire, whose validity was confirmed using content validity and its reliability was confirmed using the inconsistency rate.In the qualitative part, the obtained data were analyzed using the theme analysis approach, coding and Atlas.T software, and the consequences of accounting information systems on the performance of managers were identified.On the other hand, in the quantitative part of the research, the fuzzy Delphi method was used to determine the importance and prioritize the consequences of accounting information systems on the performance of managers, and finally, each of the aforementioned consequences was prioritized based on the importance. Discussion and Results In the qualitative part of the research, with the help of theme analysis, coding approach and Atlas.T software, the data were analyzed and the consequences of accounting information systems on the performance of managers were identified.Improving the quality of decisions, ensuring the coordination of financial reports with standards, increasing the speed of action, increasing the competitiveness of the organization, reducing errors and mistakes, preventing wastage of resources, correct and appropriate planning, correct and comprehensive implementation and control.Disambiguation and increasing confidence, awareness of the organization's situation, quick and appropriate response, increasing productivity and providing appropriate solutions were introduced as the consequences of accounting information systems on the performance of managers.In the quantitative part of the research, the fuzzy Delphi approach was used to determine the priority of the aforementioned outcomes, and factors such as improving the quality of decisions, quick and appropriate response, increasing the speed of action, increasing productivity, increasing the competitiveness of the organization, reducing errors and mistakes andCorrect and appropriate planning are respectively the most important consequences of accounting information systems on the performance of managers. Conclusion Obviously, knowledge and information are the key to success in many tasks and activities of managers.The accounting information system provides managers with the correct and timely information so that they can make appropriate strategies and decisions.In fact, the quality of their decisions should be improved.On the other hand, providing information not only removes ambiguities;Rather, it also instills confidence in the management that it is walking in the right direction and the amount of errors and mistakes is reduced.The realities of today's world have proven that every organization needs to have differences with other organizations in terms of products and services in order to survive.The creation of more differentiation is due to the actions and insight of the managers in this field, who provided this position by being aware of the current situation of the organization and looking to the future as well as the market situation.

In recent decades, the concept of e-marketing has been expanding and taking on a new meaning every day. E-marketing can bring new business opportunities. The purpose of this research was structural analysis of new business creation by identifying and developing electronic marketing opportunities in companies based in the growth center. In this applied research, descriptive-field methods were used to collect data. The statistical population of this research is 400 employees of companies located in the growth center and science and technology park, of which 196 people were selected as a sample using Cochran's formula. The data collection tools are two Likert scale questionnaires and paired comparisons questionnaires. The validity of the research tool was confirmed by the opinions of several professors and its reliability was confirmed through Cronbach's alpha with a coefficient of 0.83. SEM-PLS method was used in Smart-PLS-3 software for data analysis and AHP was used in Expert Choice for ranking. The findings show that all aspects of electronic marketing opportunities have been effective in creating new business. Also, the result of prioritizing the components of E-marketing opportunities, customization with a rank of 0.237 was considered to have a higher degree of importance than all dimensions. E-marketing opportunities exist in many forms. In order to create a new business, the need to exploit each of these opportunities in the context of electronic marketing, such as customization, creating innovation, etc., can expect business growth and development at the international level as well. Introduction In recent years, the establishment of new businesses has garnered significant attention as a key factor in economic development. Entrepreneurial activities are among the primary drivers of industrial dynamism, economic development, and growth. Businesses play a fundamental role in the functioning of economies. Therefore, entrepreneurship and the creation of new businesses are recognized as catalysts for innovation, employment, and economic growth. A healthy economy is identified by an appropriate number of existing businesses and a continuous process of creating new businesses (business flow). The elimination of physical boundaries has occurred with the recent expansion of electronic and digital communication channels, such as mobile phones and the Internet. Leading digital companies often distinguish themselves through new business models. Finding the right business model is a challenge for entrepreneurs. These innovative entrepreneurial approaches coincide with recent trends in small-scale investments utilizing digital technologies to expand their core capabilities. Indeed, advancements in information and communication technology have led to widespread transformations in the lives of individuals, businesses, and marketing practices. As a result, electronic marketing constitutes a significant portion of marketers' attention and corporate budgets. Although research has been conducted on challenges and opportunities for startups, initiating new businesses, electronic marketing, and innovation, no research has yet addressed the identification and development of electronic marketing opportunities for starting a new business. Therefore, this research aims to conduct a structural-functional analysis of establishing a new business using the identification and development of electronic marketing opportunities in companies based in growth centers. Case study The companies that located in the growth center and science and technology park of Sistan and Baluchistan province. Materials and Methods The current research, in terms of its objective and application, is descriptive-applied, and in terms of methodology, it is descriptive-field. The data analysis method employed is a combination of quantitative methods, including Structural Equation Modeling (SEM) with a partial least squares approach using Smart-PLS software. For ranking purposes, the Analytic Hierarchy Process (AHP) has been utilized in the analysis. Discussion and Results The findings indicate that the dimensions of value-added (0.317), creating competitive advantage (0.242), quality differentiation (0.558), blue ocean strategy (0.175), export growth (0.127), customization (0.150), e-marketing opportunities (0.207), market dynamism (0.182), competitiveness driving force (0.112), innovation orientation (0.199), and market integration (0.158) significantly impact the establishment of a new business. Additionally, the prioritization results of e-marketing opportunities components show that customization, with a rank of 0.237, is considered the most important dimension among all factors. This means that it is the most influential component in e-marketing opportunities. Integration, with a coefficient of 0.214, holds the second position, and competitive advantage, with a rank of 0.166, is in the third position. Therefore, according to the experts' perspective in the study, three crucial variables have been identified. Conclusion Upon reflection on the evolution of online methods in service delivery, one can observe the success and impact of utilizing virtual space knowledge in a way that certain phenomena have successfully operated and achieved better and more desirable results by intelligently employing these methods in the modern age. Online marketing, viral marketing (electronic word-of-mouth), social media, and similar tools can all contribute to the facilitation of a new business. Numerous goods and services are presented by individuals, especially women or those who cannot be present in the community full-time. These individuals, through electronic marketing, can easily showcase their products or services in the market without physical presence and generate income. Especially in special circumstances, such as the current societal conditions and restrictions on people's movement to prevent the spread of the coronavirus, electronic marketing finds greater prominence and is considered one of the most crucial avenues. Through research and study in this field, seven dimensions were identified for the electronic marketing opportunities variable, including: 1. Market Integration (with two components: price fairness and non-restriction of working time and place). 2. Customization (with two components: potential opportunities and perceived usefulness). 3. Competitiveness Driving Forces (with two components: market performance and time-saving orientation). 4. Market Dynamism (with two components: use of social networks and customer relationship management). 5. Creating Competitive Advantage (with two components: supply chain management and quality content production). 6. Blue Ocean Strategy (with two components: use of desirable new technologies and target market evaluation strategy). 7. Export Growth (with two components: convenience motivation and quality of electronic services).