SRPH JOURNAL OF APPLIED MANAGEMENT AND AGILE ORGANISATION
Year:2021 | Volume:3 | Issue:1|Papers Count:2

Significant data development has required organizations to use a tool to understand the relationships between data and make various appropriate decisions based on the information obtained. Customer segmentation and analysis of their behavior in the manufacturing and distribution industries according to the purposefulness of marketing activities and effective communication and with customers has a particular importance. Customer segmentation using data mining techniques is mainly based on the variables of recency purchase (R), frequency of purchase (F) and monetary value of purchase (M) in RFM model. In this article, using the mentioned variables, twelve customer groups related to the BTB (business to business) of a food production company, are grouped. The grouping in this study is evaluated based on the K-means algorithm and the Davies-Bouldin index. As a result, customer grouping is divided into three groups and, finally the CLV (customer lifetime value) of each cluster is calculated, and appropriate marketing strategies for each cluster have been proposed.

Small and medium-sized organizations are considered as the engine of economic development and employment. The share of small and medium-sized organizations for more than 95% of businesses is creating 50% of value added worldwide and depending on the country, production between 60% to 90% of all new jobs. The present paper, with examining the information obtained from 73 small, medium-sized manufacturing enterprises, studied the relationship between information sharing in the supply chain and innovation performance of the organization by considering factors such as quality management and supplierspecific investment. In this study, 4 main hypotheses regarding the relationship between chain information sharing, supply of quality management, supplierspecific investment, and the effect of relationship between quality management and supplier-specific investment on innovation performance of the organization have been examined. The results of the study indicated that information sharing in the supply chain has a positive and direct effect on quality management and supplier-specific investment. The results also showed that the impact of information sharing in the supply chain on the specific investment of the supplier is higher than its impact on quality management. Finally, the impact of quality management on organizational innovation performance is far greater than the impact of supplier-specific investment on organizational innovation performance.