VALUEs are considered the most powerful determinant factor in the cultural and social system of societies and play a crucial role in explaining, controlling, directing and predicting individuals' acts. They also determine and direct the way people orient, act and interact with each other. There-fore, based on Ronald Ingleheart's theory of VALUE transformation and other theories, the present paper intends to examine the conditions of people’s VALUE ORIENTATION in the population investigated in order to investigate cultural changes in Bandarabbasian citizens.The data for this study were obtained from 393 questionnaires completed by parents and children in the city of Bandarabbas through direct interview method. The analysis of the data revealed that respondents (both parents and children) had material VALUE ORIENTATION. Thus, it may be concluded that people give higher priority to material VALUEs. Furthermore, the res-ults show that younger individuals, compared to older ones, give more priority to Meta material VALUEs.Hence, according to the findings of this study, it seems that people prefer material VALUEs and their VALUE priority is more inclined toward this kind of VALUEs. Moreover, it appears that the province of Hormozgan is still experiencing the hard dimension of develop-pment and it is still far away from soft dimension of development.

Introduction:A VALUE system encompasses the social priorities that shape individuals' goals, actions, and lifestyles. It determines how people behave in society, what objectives they pursue, and how they regulate their interactions. A cohesive and integrated VALUE system within a society sets the stage for individual and social development. However, Iranian society has undergone rapid changes across all domains, including modernization, emergence of new communication and information technologies, growth of national and global mass media, forces of globalization, and other factors that have led to cultural and VALUE transformations. Different groups and institutions have responded to these changes in their own distinct ways. Similar to global trends, young people in Iran are questioning established and traditional identities and VALUEs. They are actively seeking new VALUEs and striving to shape their own independent, engaged, and individualized identities. VALUEs lie at the heart of their narratives and experiences, influencing their understanding and interpretation of the world. To comprehend this VALUE ORIENTATION, interpretative approaches are necessary as they provide a deeper exploration of the underlying layers of meaning. Qualitative methods are better suited for such an understanding, enabling researchers to delve into the profound aspects of VALUE ORIENTATION. In this study, we adopted an emic-interpretative approach to explore the VALUE ORIENTATION of young people in the city of Yazd. Our aim was to understand the dominant VALUEs in their lives, explore the sources and contexts of their VALUE ORIENTATION, and gain insights into how they define and pursue their VALUEs. By engaging with the experiences of young individuals, we sought to uncover the intricacies of their VALUE systems and the strategies they employ in navigating their lives.  Materials & Methods:         To comprehend the dimensions and constituent elements of the VALUE system and explore the contexts, formation conditions, and consequences of youth's VALUE ORIENTATION, we employed the systematic grounded theory approach (Corbin & Strauss, 2015). This method offers a systematic framework for categorizing findings and enables the extraction of innovative concepts and theories from the data.The research was conducted in the city of Yazd and our participants consisted of 49 individuals aged 18-34 years, who resided in the city. Selection of the participants followed a theoretical and purposeful sampling approach. Data collection was carried out through in-depth interviews, which were guided by specific yet open-ended questions. Participants had the freedom to provide comprehensive responses to these questions. The interviews commenced with inquiries, such as their primary aspirations in life and their most significant wishes and priorities. Throughout the conversations, additional questions were developed in accordance with the research objectives. Each interview lasted between 70 and 90 minutes.The collected interviews were transcribed into a text format and initial edits were made to the interview texts during the open-coding process. Concurrently, new questions emerged, leading to subsequent interviews conducted alongside the coding process. In the axial coding phase, primary codes were refined and subcategories were developed by combining relevant codes. Through selective coding, we synthesized the related subcategories, resulting in the identification of 10 main categories. Through analysis and investigation, a paradigm model was constructed and subsequently, the core category was established. Discussion of Results & Conclusion:Through the analysis of the interviews, we constructed a comprehensive framework consisting of concepts, subcategories, main categories, and a core category. Over 700 concepts were derived from the participants' responses. By examining and consolidating similar concepts, we identified 69 subcategories. These subcategories were further classified, resulting in the identification of 10 main categories. These main categories included modern thinking, self-centeredness, materialism, virtual life, multi-faceted pressures, instrumental interactions, sense of anomie, poverty of perspective, and migrant mindset.The core category that emerged from the analysis was materialistic activism. The participating young individuals positioned themselves at the center of life, believing that they had the freedom to live according to their desires and shaped their actions accordingly. Their goals primarily revolved around personal aspirations. With access to various sources of information and the influence of virtual life experiences, they had broken free from the confines of traditional and social norms, forming their own opinions and VALUEs. While seeking liberation from the constraints of the past and predetermined traditions, they had embraced materialism and developed a thirst for consumption. Material resources played a central role in shaping their opinions and VALUEs and their actions revolved around materialistic pursuits. This process of opinion and VALUE formation transcended local boundaries and adopted a global perspective. They perceived themselves as influential agents, actively determining their opinions and VALUEs with an emphasis on materialism and pursuit of wealth in all aspects of life. Their inclination was to achieve maximum well-being through increased consumption of luxury goods.The VALUE ORIENTATION of the young participants in this study could be summarized into 4 main components: universalism, self-centeredness, materialism, and agency-seeking. These components ultimately manifested as materialistic activism. Universalism encompasses accepting differences in interactions, thinking beyond borders, and adopting a cosmopolitan outlook. It includes tolerance in everyday interactions and a global perspective in the broader context. In the dichotomy between universalism and particularism, young individuals tend to lean more towards universalism, embracing a cosmopolitan mindset.Self-centeredness refers to the prioritization of oneself, placing personal needs and characteristics at the center of social actions. In a world where trust in others is limited, young people focus on themselves, their needs, resources, and capabilities. In this interpretation, individuals are largely self-reliant.Agency represents the belief in their capacity to effect change in personal and social life. It opposes passivity and encompasses the essence of subjectivity. Individuals in such circumstances perceive themselves as capable of initiating change, feeling the need for it and having the conviction that they can shape the world according to their desires.Materialism entails the prioritization of needs, goals, and material resources. It underscores the significance of material possessions and wealth in shaping their VALUE system and decision-making processes.The emphasis of young people on materialistic and individualistic VALUEs is a defining characteristic of modern society, which is recognized as a cognitive concept in contemporary sociological literature. This ORIENTATION seems to be shaped by two significant forces: local factors, such as economic crises, and global factors, such as the flow of information on a global scale. Today's youth live within a context heavily influenced by global information and communication technologies, which in turn impact their VALUEs. Reflexivity, as described by Giddens, is a defining feature of modernity. It entails the constant evaluation and modification of social functions in light of new information. Under the influence of media and new information technologies, we witness an accelerated reflexivity, expanding our social perspectives (Eliot, 2022: 157). As young people increasingly engage with media and virtual social networks, their desire for material VALUEs intensifies. Researchers, such as Benchman and Lemberg (2013) and Nik Maleki and Majidi (2013), have highlighted the role of media as the most significant factor in shaping the VALUEs of young individuals. Inglehart argues that communication technologies can lead to the growth of meta-materialist VALUEs (Inglehart, 2015; Inglehart and Abramson, 1999). The VALUE and action systems of Iranian youth are shaped and evolving amidst global influences and local pressures. For many young people, the ability to express their true selves and create and present themselves as desired holds great importance. This reflects a desire for self-expression and alignment of actions with individual identity. Touraine (2022) refers to this sentiment in contemporary individuals as historicity. According to Thorne, we are transitioning from a world-centric view to a human-centric view of social life. In a society that embraces high levels of historicity, individuals are defined based on their actions and agency relationships. In such a society, morality is not solely based on obedience to authority or subjugation of interests and emotions. Instead, it is rooted in the desire for self-expression, recognition of others as individuals, acceptance of differences, and pursuit of individualization.

Introduction: The aim of this study is to analyze the relation between social capital and those VALUEs which sociologists prescribe for the development of societies. Considering the fact that VALUEs have their roots in social macro structure, and regarding the appearance of women public sphere, the main research question is that, do woman's modern VALUEs differ across diverse social capital. Therefore, this research has striven to explain the effect of women's social capital on their VALUEs ORIENTATION. Method: The research is a survey, questionnaires were given to 504, 15-45 women in Shiraz. For this purpose 342 students were chosen from different field of study by random sampling. The questioner has face construct validity and reliability credits. Cronbach's Alpha is applied to assess reliability. To improvement of construct validity Factor analysis is applied.Findings: Social capital has a significant relation with globalism, universalism, rationality and desire to gain knowledge. Conclusion: social capital that always had been missed in development procedure has a significant relation with development related VALUEs. In other words it has a determining effect on improvement of women's cognition about development related VALUEs.

Objective Marketing capacity is the mechanism that empowers a firm to implement its strategies in a competitive environment. With this approach, firms can show their customer-oriented culture to the market to link not only their physical resources but their strategic and intellectual assets, using innovative ideas for valuable goods and services, and meeting customer needs. VALUE creation in marketing is an issue that has always been considered by researchers; however, in previous studies, the role of innovative attitude in creating VALUE for marketing capacity has not been studied. Therefore, this study aims to respond to two basic questions while filling the existing research gap: (1) Can marketing capabilities with an innovative approach be able to VALUE the customer? (2) How does the interaction of marketing capacity and innovative attitudes relate to VALUE creation? Methodology Modeling and developing hypotheses was sought from library studies and interviewing a statistical population composed of experts in international transport industry and structural equation modeling techniques were used to validate the model and test the hypotheses. Simple random sampling was used to collect data. Findings The results of this study showed that firms used entrepreneurial ORIENTATION and marketing ORIENTATION to create their customers’ perceived VALUE in using their marketing capabilities. The findings also showed that entrepreneurial, market-oriented and innovative firms provide better customer satisfaction compared to their competitors. The VALUE creation of the entrepreneurial-ORIENTATION approach is more affected by organizational innovation than the procedural innovation, and of course this analysis is in line with empirical expectations. It is because organizational innovation develops entrepreneurial enterprise innovation both inside and outside the organization and creates a vast network of working relationships. In the case of market-oriented approach and based on the findings, three scenarios can be explained; first, the market-oriented approach does not lead to VALUE creation at all; second, this approach can immediately create VALUE per se, and ultimately the market-ORIENTATION approach create VALUE focusing on procedures other than marketing innovations. The first scenario is rejected because the market-oriented approach is an attitude in which the customer is at the core of all affairs and the organization's goal is to fulfill the customer’ s desires and needs, therefore it leads to VALUE creation in itself. However, the fact that the market-ORIENTATION approach is able to create VALUEs from other paths is an analysis which in turn can be considered as a suggestion for future studies. Conclusion In explaining the results of this research, entrepreneurship and market ORIENTATION were introduced as two key approaches in using marketing capacity of firms. The firm can address intra-organizational entrepreneurship by modifying the structure and methods, and can address inter-organizational entrepreneurship by modifying the communications and service practices of the enterprise. Market ORIENTATION is a customer-oriented approach and the organization aims to institutionalize customers as the main focus of attention. In order to gain VALUE from these approaches, an innovative approach was identified that seems to have expanded into the center of marketing activities and has found its status. Hence, innovation is no longer just a concept but it is a strategic business element in which the organization designs and implements its own strategies to achieve its goal and to create VALUE. In other words, entrepreneurial, market-oriented, and innovative firms will be able to create VALUEs in the best way their customers’ expect.

Background: Entrococci is a clinically important pathogenic bacterium in UTIs. CHROMagar ORIENTATION is a recently method for rapid, easy and economic isolation and identification of entrococci. This study compares the chromogenic media with traditional methods for presumptive identification of entrococci from urine specimen. Materials and Methods: We evaluated 240 gram positive cocci from urine specimens. These isolated microorganisms were inoculated on CHROMagar ORIENTATION and were presumptively identified according to manufacturer instruction. The identity of all isolated microorganisms was then confirmed by conventional identification tests and compared with the results obtained from CHROMagar ORIENTATION. Results: In this study, the sensitivity and specificity of CHROMagar ORIENTATION to identify entrococci, solely, were 100% and 40.8%, respectively. Conclusion: Although CHROMagar ORIENTATION was rapid and sensitive method for identification of entrococci in urine culture, CHROMagar ORIENTATION alone appeared not to be very specific for entrococci and needed to be combined with other tests for greater exclusivity. So, CHROMagar ORIENTATION media is not recommended for routine usages in medical laboratories in Iran.

Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just for survive but also to ensure its growth. Hence, they need to maintain survival of competitive advantages over their competitors. There are few studies on the subject of competitive advantages such as innovation and customer VALUE, particularly on examining the relationship between entrepreneurship and customer VALUE. Therefore, the purpose of this study is to investigate the potential effects of entrepreneurial and business oriented (learning ORIENTATION, market ORIENTATION and human resource practices) on innovation and customer VALUE. The study population includes active companies in the food industry of the city of Mashhad based on Cochran's formula. As a sample, 83 senior managers of these companies have been selected randomly. The data has been collected using questionnaire and Structural Equation Modeling and partial least squares approaches have been utilized for data analysis using PLS software. Findings imply that entrepreneurship and human resource management are the most important drivers of innovation and customer VALUE. Also, the findings suggest that market ORIENTATION can be integrated as a predictor of innovation and customer VALUE. Therefore, successful implementation of these factors leads to promoting innovation and delivering superior VALUE to customers.