دانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023Regional Productivity Roadmapرهنگاشت منطقهای بهرهوری120393810.22034/jbar.2025.22879.4533FAهدایتکارگر شورکیدکتری تخصصی مدیریت، شرکت سامانآوران توسعه، یزد، ایران0000-0002-9910-9975عباسزارع بنادکوکیدکتری حرفهای مدیریت، شرکت سامانآوران توسعه، یزد، ایران0009-0001-8096-5763کوثرروشنیدکتری تخصصی مهندسی صنایع، سازمان مدیریت و برنامهریزی استان یزد، یزد، ایران0000-0002-2061-0979جعفررحمانی شمسیدکتری تخصصی آمار، سازمان مدیریت و برنامهریزی استان یزد، یزد، ایران0000-0003-3286-1836مجیددهقانی زادهدکتری تخصصی اقتصاد، سازمان مدیریت و برنامهریزی استان یزد، یزد، ایرانJournal Article20250306<strong>Extended Abstract</strong><br /><strong>Introduction: </strong>Productivity is a common discourse of all economic schools, and the belief in its importance in the modern development discourse has advanced to the point that some thinkers have introduced productivity improvement as the most important key challenge of economic systems in the twenty-first century. Productivity in Iran is also emphasized by the Seventh Progress Plan law, and it is necessary to carry out systematic planning to achieve it. This study attempts to use the roadmap, which is a common tool in the planning system with a future-oriented approach, and to draw an example of regional productivity roadmaps, focusing on Yazd province in Iran.<br /><strong>Methodology: </strong>This qualitative research has been conducted with a descriptive survey approach and is in the applied research group. The research strategy in this study is an expert panel; thus, by organizing four specialized sessions, the opinions of seven experts about the content of the roadmap for improving productivity in Yazd province were received and summarized through group discussion. In order to validate the roadmap, the opinions of four national-level experts in the productivity decision-making system, who are managers of the National Productivity Organization of Iran, were received through interviews.<br /><strong>Discussion and Results</strong><br />The findings of this study can be presented in three sections:<br /><br />Functional mapping: The main functions for improving productivity at the provincial level are: problem identification, solution finding, platform development, problem solving and verification. In fact, the first main function for improving regional productivity is to identify and prioritize inefficiency issues, for which purpose indicators should be developed to understand critical points in areas such as production or consumption, and based on data collection mechanisms, it should be determined in which sectors or resources there is a productivity problem; while it is necessary to prioritize these issues in a reliable way. Next, finding operational solutions to solve each of the priority issues will be pursued, and in this way, subsidiary measures such as idea generation and selection are also necessary. Providing the preparations for implementing the solutions is the next step, which should be pursued in areas such as administrative, legal, financial, insurance and executive. In the next stage, the selected solution must be implemented and its operationalization process monitored so that a decision can be made about the effectiveness of implementing the solution and its effects on solving the province's productivity problems; while recording the experiences from this process will also be pursued in the form of a knowledge management mechanism.<br />Institutional Mapping: In order to follow up and implement the aforementioned functions, it is necessary to provide a set of roles by key actors, which include: leadership, reporting, implementation, financing and exploitation. At the highest level, a set of permanent or temporary decision-making structures are necessary to “lead” the process of solving inefficiency problems in the region. In addition, it is necessary to create institutions (such as productivity observatories or productivity whistleblowers) to report productivity data. It is also necessary to activate institutions (such as knowledge-based companies or productivity consultants) to advance the process of implementing solutions to solve inefficiency problems. Some new or existing structures should also cooperate in order to sustainably provide the financial resources needed to implement productivity solutions so that, ultimately, the entire community of producers, distributors and consumers can benefit from the achievements of the process of solving productivity problems in the province.<br />Time Mapping: Implementing this roadmap at the regional level (Yazd province) requires time planning. This performance calendar can be followed in four consecutive time periods. In the short term and during the first year of implementing the roadmap, it is necessary to lay the administrative, legal, and structural foundations to prepare the administrative and executive system of the province for implementing this roadmap; for example, new organizational structures (such as the Productivity Observatory) should be created and local regulations governing the implementation of the process of solving productivity problems should be approved by relevant authorities (such as the Productivity Improvement Working Group or the Provincial Planning and Development Council); for example, regulations can be developed and announced to reward industrial units implementing water recycling projects. In the medium term, by the end of the third year of the roadmap’s implementation, it is essential to follow the process outlined in the roadmap to address the province’s inefficiencies (such as inefficient water use in the agricultural sector, or the abundance of mining waste, or energy waste in the steel industry). In the long term (by the end of the fifth year), it is hoped that the effectiveness of the roadmap can be analyzed and, if necessary, revised based on diagnostic reports. In addition, the analysis of the long-term effects of resolving the province’s inefficiencies can be followed over a ten-year period to analyze the environmental, social, and economic consequences of implementing this roadmap.<br /><br /><strong>Conclusion: </strong>In order to develop a provincial productivity roadmap, five main functions (including problem identification, solution finding, platform development, problem solving and verification) are necessary, which can be followed in the form of twenty sub-functions. These functions must be followed by a set of institutions (eighteen titles) that can be distributed in five groups (including leadership, reporting, implementation, financing and exploitation). Thus, the "leadership" and "reporting" institutions are responsible for the main function of "problem identification" and the responsibility for realizing the "solution finding" and "problem solving" functions will be with the "implementation" institution; while the "financing" and "leadership" institutions, in assisting the "implementation" institution, will pursue the function of "platform development". Finally, the "verification" function will be realized with the responsibility of the "reporting" institution and the participation of the "exploitation" institution. Implementing and utilizing this roadmap over a ten-year time horizon requires implementing measures that are foreseen in four time periods: short-term (one year), medium-term (three years), long-term (five years), and very-long-term (ten years).رهنگاشت، ابزاری مدیریتی است که اغلب در برنامهریزی استفاده میشود. این پژوهش بر آن است که نمونهای از نقشه راه بهرهوری در سطح استانی را با انتخاب استان یزد به مثابه قلمروی مورد مطالعه ترسیم کند. بدین منظور، تحقیقی کاربردی، کیفی و توصیفی- پیمایشی طراحی و طی آن با مشارکت هفت نفر از خبرگان، دادههای مورد نیاز برای ترسیم رهنگاشت بهرهوری، تولید و تحلیل شده است. در این مسیر، ابتدا نگاشت کارکردی از فعالیتهای مورد انتظار برای ارتقای بهرهوری استان یزد تدوین و در ادامه، نگاشت نهادی از دستگاههای اجرایی و مسئولان پیادهسازی کارکردها ایجاد شده است. در پایان نیز نگاشت زمانی از ترتیب و توالی انجام کارکردها در افق زمانی صورت گرفته است. یافتههای مطالعه حاکی از آن است که کارکردهای اصلی برای ارتقای بهرهوری استان یزد (شامل مسئلهشناسی، راهکاریابی، بسترسازی، حل مسئله و راستیآزمایی) با پنج گروه از نهادها (شامل راهبری، گزارشگری، اجرا، تأمین مالی و بهرهبرداری) قابل اجرا هستند. بهرهگیری از این نقشه راه در افق زمانی دهساله، مستلزم اجرای اقداماتی است که در چهار دوره زمانی کوتاهمدت (یکساله)، میانمدت (سهساله)، بلندمدت (پنجساله) و درازمدت (دهساله) پیشبینی شدهاند. مسئولان نظام مدیریت توسعه در استان یزد (به ویژه شورای برنامهریزی و توسعه این استان) میتوانند رهنگاشت این مطالعه را مبنای تصمیمگیری، برنامهریزی و تخصیص منابع قرار دهند تا تکالیف قانونی مصرح در برنامه هفتم پیشرفت در عرصه بهرهوری را تحقق بخشند.https://bar.yazd.ac.ir/article_3938_029bfc7919b1a1dc97c1555aae092f8d.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023Explaining the banking customer's hedonic journey in combined channels physical-digitalسفر لذتجویانه، بانکداری ترکیبی، یکپارچگی کانالها، پیشبینی نیازها هوشمندی، تناسب بصری محیط فیزیکی2138393910.22034/jbar.2025.22919.4538FAعطیهشاه جعفریدانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایرانطهمورثحسنقلی پوراستاد، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران0000-0003-2787-4835Journal Article20250316<strong>Extended Abstract</strong><br /><strong>Introduction: </strong>The banking industry in metropolitan Tehran, particularly its affluent northern districts, faces a critical challenge: transitioning from purely functional service delivery to creating hedonic customer experiences across hybrid (physical-digital) channels. This study addresses the significant gap in existing literature, which predominantly focuses on operational efficiency and technical integration while neglecting the emotional and sensory dimensions of customer journeys. As digitally literate, high-income customers increasingly demand experiences that blend utility with pleasure, banks must reconcile the paradoxical behaviors observed in Tehran’s unique sociocultural context—where 40.9% of digitally inclined users revert to physical branches for complex transactions due to emotional reassurance. The research investigates four core dimensions: (1) the interplay between physical and digital touchpoints in crafting pleasurable experiences, (2) demographic moderators (age, gender, education), (3) experiential gaps caused by channel inconsistencies, and (4) strategies to harmonize service quality. By focusing on Tehran’s distinct population—77.3% of whom hold university degrees—the study challenges universalist assumptions about banking experiences, revealing how cultural priorities (e.g., Sharia compliance) and security perceptions uniquely shape hedonic responses in Iran’s socioeconomic elite.<br /><strong>Methodology</strong>: Employing an exploratory-sequential mixed-methods design, the study first conducted 22 semi-structured interviews with customers from northern Tehran banks, selected via purposive sampling to ensure demographic diversity (age: 20–65 years; gender: 45.5% male, 54.5% female; education: high school to PhD). Interviews reached theoretical saturation at 22 participants, with transcripts analyzed through inductive content analysis using MAXQDA2020. Three coding stages (open, axial, selective) distilled 235 initial codes into 32 conceptual categories and four overarching themes, achieving inter-coder reliability (Cohen’s κ = 0.89). The quantitative phase prioritized factors using the MABAC method, chosen for its robustness in resolving conflicting criteria under uncertainty. An 8×22 decision matrix (criteria × participants) scored factors on a 5-point Likert scale, weighted objectively via Shannon entropy. Kruskal-Wallis tests analyzed demographic variations, revealing significant differences (p < 0.05) in priorities across education levels and occupations. For instance, freelancers (31.8% of participants) valued human interaction 2.1× more than employees, while postgraduate customers emphasized tech adaptability (η² = 0.39). The methodology’s hybrid approach enabled triangulation between qualitative insights (e.g., seniors’ fear of smart devices) and quantitative rankings (e.g., AI-driven need anticipation scoring 0.89).<br /><strong>Discussion and Results: </strong>Four factors emerged as critical to hedonic experiences, with distinct demographic variations:<br />Technological Factors (32% weight): App response speed (87% prioritization by under-35s) and AI personalization drove satisfaction, yet 68.2% of over-40s reported negative digital experiences impacting their preferences.<br />Human Factors (28% weight): Staff empathy and multichannel continuity reduced service abandonment by 18%, with women valuing personalized greetings 2.3× more than men. Security Factors (24% weight): Biometric authentication paradoxically enhanced pleasure (62% approval), linking security to modernity perceptions.<br />Psychological Factors (16% weight): Cultural alignment (68% approval for Sharia interfaces) and ownership cues (e.g., customizable dashboards) were vital for educated users. MABAC analysis ranked “AI-driven need anticipation” (0.89) and “branch aesthetics” (0.87) as top priorities. However, 23% loyalty loss occurred due to channel inconsistencies, particularly among retirees (η² = 0.38). Notably, 40.9% of digital-first users paradoxically visited branches for sensitive tasks, citing “emotional reassurance” despite Tehran’s 94% smartphone penetration. Gender disparities surfaced, with 54.5% of women demanding gender-specific rewards versus 45.5% of men prioritizing app usability. Education level sharply influenced preferences: PhD holders emphasized transaction encryption (27.3% of sample), while high school graduates struggled with digital loan applications (22.7%).<br /><strong>Conclusion: </strong>This study redefines hybrid banking success through a culture-sensitive framework where security protocols double as pleasure drivers and human interaction remains irreplaceable for complex services. Key recommendations include:<br />Demographic-tiered interfaces: AR investment simulators for youth, voice-guided ATMs with family-assist modes for seniors. Emotionally intelligent staff training: Neuro-linguistic programming to enhance conflict resolution, particularly for female (54.5%) and elderly (27.3%) customers. Perceptual security engineering: Gamified two-factor authentication animations to transform safety measures into experiential assets. The findings challenge the global prioritization of gamification—only 19% of Tehranis valued it versus 62% emphasizing biometrics’ hedonic appeal. Future research should explore neuroscientific measurements (e.g., galvanic skin response during app interactions) and cross-cultural comparisons with Asian markets like Seoul, where similar income levels yield divergent preferences. For Tehran’s banks, the imperative lies in converting routine transactions into culturally resonant experiences—where every interaction reinforces emotional bonds, turning ATMs into memory-making touchpoints rather than mere cash dispensers.The findings challenge the global prioritization of gamification—only 19% of Tehranis valued it versus 62% emphasizing biometrics’ hedonic appeal. Future research should explore neuroscientific measurements (e.g., galvanic skin response during app interactions) and cross-cultural comparisons with Asian markets like Seoul, where similar income levels yield divergent preferences. For Tehran’s banks, the imperative lies in converting routine transactions into culturally resonant experiences—where every interaction reinforces emotional bonds, turning ATMs into memory-making touchpoints rather than mere cash dispensers.این پژوهش با هدف شناسایی عوامل مؤثر بر شکلگیری سفر لذتجویانه مشتریان در محیط ترکیبی بانکداری فیزیکی-دیجیتال و تحلیل نقش تعدیلکننده ویژگیهای جمعیتشناختی در شمال تهران انجام شد. با استفاده از روش تحقیق آمیخته (کیفی-کمّی)، در مرحلۀ کیفی از مصاحبههای نیمهساختاریافته با ۲۲ مشتری بانکهای شمال تهران و تحلیل محتوای استقرایی بهره گرفته شد. در مرحلۀ کمّی، عوامل استخراجشده با روش تصمیمگیری چندمعیاره اولویتبندی و تفاوتهای بینگروهی با آزمون کروسکال-والیس بررسی شدند. یافتهها چهار تم اصلی را شناسایی کرد: ۱) عوامل فناورانه (طراحی تعاملی اپلیکیشن، سرعت پاسخگویی، شخصیسازی خدمات)، ۲) عوامل انسانی (مهارت ارتباطی کارکنان، حس اعتماد در تعاملات حضوری)، ۳) عوامل امنیتی (شفافیت تراکنشها، مکانیزمهای حفاظتی)، و ۴) عوامل روانشناختی (تناسب فرهنگی، القای احساس مالکیت). نتایج نشان داد که یکپارچگی اطلاعات بین کانالها و ثبات تجربه کاربری بیشترین تأثیر را بر ادراک لذتجویانه مشتریان دارد. همچنین، تفاوت معناداری در اولویتبندی عوامل بر اساس سن، جنسیت و سطح تحصیلات مشاهده شد؛ لذا جوانان (۲۰-۳۵ سال) بر طراحی پیشرفته اپلیکیشن تأکید داشتند، درحالی که سالمندان (۵۱-۶۵ سال) تعامل انسانی در شعب را ترجیح میدادند. تحلیل چند عاملی نشان داد که «پیشبینی نیازها هوشمندی» و «تناسب بصری محیط فیزیکی شعب» به ترتیب با امتیاز 0/89 و 87/0 در رتبههای نخست اهمیت قرار دارند. این پژوهش به مدیران بانکی توصیه میکند با یکپارچهسازی هوشمند کانالها، آموزش کارکنان در مهارتهای هیجانی و طراحی خدمات مبتنی بر تفکیک جمعیتشناختی، چارچوبی برای ارتقای تجربه لذتجویانه مشتریان ایجاد کنند.https://bar.yazd.ac.ir/article_3939_01f28ae90cfa281a1be26e7054e0031f.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The sustainability of small and medium-sized businessesپایدارسازی کسبوکارهای کوچک و متوسط3960396410.22034/jbar.2025.22669.4515FAسجادخانی پردنجانیاستادیار، گروه تجارت، دانشکده تجارت و بازرگانی، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایرانمیثمبابایی فارسانیدکتری مدیریت صنعتی، موسسه آموزش عالی نور هدایت شهرکرد، شهرکرد، ایرانفرهادفرهادیاستادیارگروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه شهرکرد، شهرکرد، ایرانبهمنزمانی دستگردیکارشناسی ارشد مدیریت صنعتی، گرایش تولید و عملیات، موسسه آموزش عالی نورهدایت شهرکرد، شهرکرد، ایرانJournal Article20250118<strong>EXTENDED ABSTRACT</strong><br /><strong> </strong><br /><strong>Introduction: </strong>Business sustainability helps address or reduce environmental, social, and economic challenges through the strategic management of a company's resources. It seeks to improve a company's impact on the outside world. A sustainable business can foster positive relationships and trust among customers, employees, the community, investors, and other stakeholders. Additionally, a business sustainability program can reduce costs and enhance the long-term financial health of the organization. If a company spends less on electricity, water, and other resources, it can increase profits. Similarly, a company’s sustainability initiatives may improve business outcomes by enhancing its reputation within the community and among employees. Companies should regularly publish sustainability goals and report their progress in achieving them. This transparency helps employees and external parties understand how the business contributes to a sustainable global economy. Furthermore, these progress reports help maintain trust with stakeholders. The primary objective of this research is to identify and prioritize the factors influencing the sustainability of small and medium-sized enterprises (SMEs) in the city of Shahrekord. Given the importance of these businesses in economic and social development, identifying key factors that contribute to their long-term sustainability is essential. This study, focusing on various dimensions of sustainability (economic, social, and environmental), aims to provide a comprehensive model to improve the performance of these businesses and assist managers and policymakers in making better decisions.<br /><strong>Methodology: </strong>In the first stage, based on the literature and previous research, 6 main criteria and 35 sub-criteria influencing the sustainability of small and medium-sized enterprises were identified. Then, using the Delphi technique, these criteria and sub-criteria were screened, resulting in the selection of 6 main criteria and 24 sub-criteria for further analysis. This process led to the elimination of sub-criteria that were deemed less significant by the experts. In the next stage, using the Interpretive Structural Modeling (ISM) technique, the criteria and sub-criteria were ranked. The results showed that innovation and creativity were identified as the most influential factor, followed by supportive and regulatory factors, individual and managerial factors, and strategy in subsequent ranks.<br /><strong> </strong><strong>Discussion and Results: </strong>By reviewing the literature and analyzing the data, 6 main criteria and 24 sub-criteria were identified as key factors influencing the sustainability of small and medium-sized enterprises in Shahrekord.<br /><strong> </strong><strong>Conclusion: </strong>The results indicated that innovation and creativity play a crucial role in the sustainability of these businesses. This factor enhances flexibility and the ability to address challenges. Following this, supportive and regulatory factors (such as government support and banking facilities) and individual and managerial factors (such as adherence to sustainability ethics and positive managerial attitudes) were ranked next. These findings suggest that to achieve long-term sustainability, small and medium-sized enterprises must simultaneously focus on innovation, government support, and internal management improvement. This research provides a comprehensive model and practical solutions to enhance the sustainability of these businesses, helping managers and policymakers achieve sustainability goals by focusing on the identified key factors. Based on the analyses conducted using Delphi, ISM (Interpretive Structural Modeling), and MICMAC techniques, innovation and creativity were identified as the most influential criteria, directly impacting other factors such as social factors and corporate governance. These findings indicate that innovation and creativity not only serve as driving forces for business development but also form the foundation for building resilience and addressing challenges faced by small and medium-sized enterprises (SMEs). Social factors and corporate governance were identified as second-level criteria, directly influenced by innovation and creativity. These factors highlight the importance of social interactions, social responsibility, and transparency in business management. On the other hand, supportive and regulatory factors, individual and managerial factors, and strategy were identified as dependent criteria, reflecting the reliance of these businesses on government support, internal management, and marketing and advertising strategies. Key Takeaways:1) Innovation & Creativity – The most critical driver, shaping other sustainability factors; 2) Social Factors & Corporate Governance – Directly influenced by innovation, emphasizing ethical and transparent operations; 3) Supportive Policies, Management, and Strategy – Dependent factors, requiring external and internal alignment for long-term stability. This structural analysis underscores that fostering innovation is essential for SMEs to enhance adaptability, meet social responsibilities, and strengthen governance while relying on supportive policies and strategic management for sustained growth.هدف از این پژوهش، شناسایی و اولویتبندی عوامل مؤثر بر پایدارسازی کسبوکارهای کوچک و متوسط شهرکرد است. این پژوهش، از منظر هدف، کاربردی و از نظر نحوهی گردآوری دادهها، میدانی، از جهت ابزار، پرسشنامهای و از نظر روش پژوهش، آمیخته (کیفی- کمی) است. جامعه آماری، جمعی از خبرگان شاغل در شرکتهای کوچک و متوسط شهر شهرکرد است. تعداد 15 نفر از این خبرگان از طریق روش نمونهگیری قضاوتی انتخاب شدند و پرسشنامه بین آنها جهت رتبه بندی عوامل توزیع شد. روایی پرسشنامهها به تأیید اساتید و کارشناسان رسید و نرخ ناسازگاری نیز محاسبه شده است. سؤالات پژوهش نیز با استفاده از فن دلفی شناسایی و با رویکرد مدلسازی معادلات تفسیری رتبهبندی شد. ابتدا، براساس مبانی نظری و پیشینه پژوهش،6 معیار اصلی و 35 زیرمعیار مؤثر بر پایدارسازی کسبوکارهای کوچک و متوسط شناسایی گردید. در مرحله بعد، با استفاده از روش دلفی، به غربال این معیارها و زیرمعیارها پرداخته شد. سپس با مدلسازی معادلات تفسیری این معیارها و زیرمعیارها رتبه بندی شدند. با ارائه این معیارها و زیرمعیارها به خبرگان، در نهایت 6 معیار اصلی و 24 زیر معیار جهت بررسیهای بعدی انتخاب گردید که به معنای حذف زیر معیارهای کم ارزش بود. با توجه به معیار مدلسازی معادلات تفسیری، عامل نوآوری و خلاقیت، تأثیرگذارترین عامل انتخاب شد و بعد از آن، عوامل حمایتی و نظارتی، عوامل فردی و مدیریتی و عوامل استراتژی در رتبههای بعدی قرار گرفتند.https://bar.yazd.ac.ir/article_3964_74ab119025d4df2c3fcdad47765dc0d6.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The Effect of Transformational Leadership on Firm Export Performance with Roles of Internal Corporate Social Responsibility Practices and International Entrepreneurship Orientationتأثیر رهبری تحولآفرین بر عملکرد صادراتی با نقش شیوههای داخلی مسئولیت اجتماعی شرکت و جهتگیری کارآفرینی بینالمللی6186396510.22034/jbar.2025.22715.4518FAمحمدرضادرویشی نیادانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی،دانشکده علوم انسانی. دانشگاه شاهد، تهران، ایران0009-0008-3740-8882سید محمد حسینلطفی آشتیانیاستادیار، گروه مدیریت بازرگانی،دانشکده مدیریت بازرگانی دانشگاه آزاد اسلامی واحد کرج ، کرج، ایران0009-0009-5036-4869زهرالکیدانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد کرج، ایران0009-0009-5923-2934Journal Article20250126<strong>Extended Abstract</strong><br /><strong> </strong><strong>Introduction: </strong>In the competitive era, the current global economic conditions are such that most countries are seeking to achieve a competitive position at the international level. Many governments are investing significant resources to strengthen innovation and internationalization of the company. Increased competition at the global level has led to an increase in the number of companies that are looking for opportunities in international markets to achieve their goals and maintain their position and survival in the market. Companies in emerging economies are increasingly exploring and exploiting market opportunities through international strategies. While these capabilities guide organizations towards new opportunities, their practical implementation requires a commitment to a culture that the role of the leader in the organization is decisive. On the other hand, geopolitical shocks, which often cause lasting changes in the operational landscape for businesses, require business leaders to make critical changes to survive in the new business environment. Transformational leadership can influence internal corporate social responsibility practices. According to Barnett (2007), corporate social responsibility is a business model that focuses on increasing social well-being and the quality of relationships with stakeholders. Internal corporate social responsibility structures are more effective in influencing employee attitudes and behavior than external corporate social responsibility practices. Therefore, organizations can benefit from the internal entrepreneurship of their employees by building comprehensive relationships and placing their leaders in a position of trust. This relationship can be created by applying strict policies regarding employee well-being and implementing them through internal corporate social responsibility practices. In addition, in the era of hyper-competitiveness and dynamism, international business companies increasingly rely on new investments, innovation, self-renewal, and a proactive approach. The international orientation of entrepreneurship is one of the important factors in increasing export performance. International entrepreneurship refers to the focus on the possibilities and opportunities of entrepreneurship at the international level. This type of entrepreneurship includes the creation and development of businesses, international collaborations, entering foreign markets, using international resources, and influencing global societies and markets. International entrepreneurship plays an important role in economic development and creating job opportunities at the global level. Understanding the pivotal role of business leaders in adapting to this evolving landscape and making astute decisions to meet emerging challenges, requires a nuanced role for leadership in managing new business challenges. Therefore, the main objective of this study is to investigate the effect of transformational leadership on the export performance of the company with the mediating roles of internal practices of corporate social responsibility and international entrepreneurial orientation.<br /><strong>Methodology: </strong>This research is applied in terms of purpose and descriptive in terms of data collection method. The statistical population of this research includes all companies exporting cosmetics and health products in Tehran province, which in 1402 was equal to 130 companies in Tehran province. 97 companies were selected as the sample size using the Cochran limited population formula with simple random sampling method. In this research, a standard questionnaire was used to collect data. In this part, in order to collect data and information for analyzing a questionnaire to measure variables, a standard questionnaire on the Likert scale was used. To measure the validity of the questions, the content validity method was used, and for reliability, the Cronbach's alpha test (reliability of all questions 0.901) was used, which was approved.<br /><strong>Discussion and Result: </strong>The results showed that transformational leadership has a significant effect on international entrepreneurial orientation, domestic corporate social responsibility practices, strategic reconsideration behavior, and risky behaviors. International entrepreneurial orientation has a significant effect on strategic reconsideration behavior and risky behaviors. Domestic corporate social responsibility practices have a significant effect on strategic reconsideration behavior and risky behaviors. On the other hand, strategic reconsideration behavior and risky behaviors have a significant effect on export performance. In the mediation hypotheses, domestic corporate social responsibility practices have a significant effect with a mediating role in the relationship between transformational leadership and risky behaviors. However, the hypothesis of domestic corporate social responsibility practices having a mediating role in the relationship between transformational leadership and strategic reconsideration behavior was not confirmed and rejected, and finally, international entrepreneurial orientation has a significant effect in the mediating role in the relationship between transformational leadership and risky behaviors and strategic reconsideration behavior.<br /><strong>Conclusion: </strong>The most important contribution of this research is the proposed conceptual model that shows the impact of transformational leadership on strategic reconsideration and risky behaviors. The study contributes to the body of knowledge on international business by integrating resource-based view theory and dynamic capabilities theory in a way that benefits entrepreneurship and SMEs’ export performance.جهتگیری بینالمللی کارآفرینی به معنای توجه و تمرکز بر امکانات و فرصتهای کارآفرینی در سطح بینالمللی است. هدف پژوهش حاضر بررسی تأثیر رهبری تحولآفرین بر عملکرد صادراتی شرکت با نقشهای میانجی شیوههای داخلی مسئولیتهای اجتماعی شرکت و جهتگیری کارآفرینی بینالمللی است. روش پژوهش از نظر هدف، کاربردی و از نظر روش جمعآوری دادهها، توصیفی از نوع پیمایشی است. جامعه آماری این پژوهش شامل 130 شرکت صادرکننده لوازم آرایشی و بهداشتی در سال 1402 در استان تهران میباشد که از این تعداد 97 شرکت با استفاده از فرمول کوکران و روش نمونهگیری تصادفی ساده انتخاب شدند. بهمنظور گردآوری دادهها از ابزار پرسشنامه و جهت تجزیه و تحلیل آماری از نرم افزار Smart PLS 3 استفاده شده است. نتایج نشان دهنده این بود که رهبری تحولآفرین بر جهتگیری کارآفرینی بینالمللی، شیوههای مسئولیت اجتماعی شرکت داخلی، رفتار بازنگری شده استراتژیک و رفتارهای مخاطرهآمیز تأثیر معناداری دارد. در فرضیات میانجی مشخص گردید که شیوههای مسئولیت اجتماعی شرکت داخلی رابطه بین رهبری تحولآفرین و رفتارهای مخاطرهآمیز را میانجیگری میکند. اما این رابطه میانجیگرانه شیوههای مسئولیت اجتماعی شرکت داخلی برای رهبری تحولآفرین و رفتار بازنگری شده استراتژیک مورد تایید قرار نگرفت و رد شد و در نهایت جهتگیری کارآفرینی بینالمللی نیز رابطه بین رهبری تحولآفرین و رفتارهای مخاطرهآمیز و رفتار بازنگری شده استراتژیک را میانجیگری میکند.https://bar.yazd.ac.ir/article_3965_417360a2b19c45aa112b86053053ed90.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023New Product Development Idea Generation based on Strategic Foresight and Analysis of Science, Technology, and Market Trendsتولید ایدۀ توسعۀ محصول جدید با آیندهنگاری راهبردی و تحلیل روند علم، فناوری و بازار87111396610.22034/jbar.2025.22920.4539FAامیرسالارونکیدانشجوی دکتری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایرانعباسمصلی نژاداستاد ممتاز، دانشکدة حقوق و علوم سیاسی، دانشگاه تهران، تهران، ایران0000-0002-0283-2762طهمورثحسنقلی پوریاسوریاستاد، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران0000-0003-2787-4835Journal Article20250316<strong>Extended Abstract</strong><br /><strong> </strong><br /><strong>Introduction: </strong>This research proposes a comprehensive framework for new product development (NPD) grounded in strategic foresight, specifically focusing on the dynamic and uncertain perfume industry to generate innovative ideas for women's fragrances. The framework addresses the critical need for businesses to anticipate future trends and consumer preferences in the NPD process, enabling them to proactively develop products aligned with evolving market demands rather than simply reacting to current trends. This proactive approach is crucial for sustained success in today's volatile, uncertain, complex, and ambiguous (VUCA) business environment.<br /><strong>Methodology: </strong>The proposed two-phase framework integrates quantitative and qualitative methods for a robust analysis of scientific, technological, and market trends. Phase one employs a mixed-methods approach to identify and analyze emerging trends. Scientific trend monitoring involves bibliometric analysis, encompassing keyword co-occurrence network analysis using VOSviewer, content analysis of highly cited papers, and topic modeling to uncover underlying research themes. Technological trend monitoring utilizes patent analysis, including CPC code frequency and co-occurrence network analysis, network index analysis to pinpoint impactful patents and emerging technologies, subject-action-object (SAO) analysis to understand the functional aspects of patented technologies, and topic modeling of patent texts. Market trend monitoring analyzes product features of top-performing perfumes, explores association rules between features, applies topic modeling to customer reviews from platforms like Parfumo, performs sentiment analysis to gauge consumer perceptions of brands and product attributes, and utilizes link prediction algorithms (e.g., LSTM networks) to forecast future combinations of fragrance notes. Phase two translates these identified trends into tangible product concepts. Semi-structured interviews with industry experts provide insights into potential opportunities and challenges, which are then thematically analyzed. Based on these insights and the trend analysis, initial product ideas are generated. These ideas are then refined through a Delphi process, involving iterative expert feedback and evaluation based on criteria such as feasibility, market potential, and alignment with identified trends. This iterative refinement process leads to a final set of robust and market-ready product concepts.<br /><strong>Discussion and Results: </strong>The implementation of the framework within the perfume industry yielded valuable insights across scientific, technological, and market trends, ultimately informing the development of innovative fragrance concepts. Scientifically, research emphasized not only core perfume chemistry, safety, and environmental impact but also explored interdisciplinary areas like the taste and sensory perception of food, potentially influencing fragrance development by deepening the understanding of aroma and olfactory perception. Analytical techniques for identifying volatile compounds remained a key focus, driving advancements in fragrance analysis and development. Further, research delving into plant biology and the biosynthesis of aromatic compounds suggested a growing interest in sustainable and naturally-derived fragrance ingredients. Emerging trends included using fMRI to study neural responses to scents, offering potential for personalized fragrance design based on emotional responses, and applying percolation techniques for extracting aromatic compounds, potentially leading to more efficient and sustainable extraction processes. Technologically, patent analysis revealed a clear trend towards targeted fragrance delivery and controlled release mechanisms, utilizing technologies like microencapsulation and nanoencapsulation to enhance longevity and sillage. This aligned with market demand for longer-lasting fragrances. The use of sustainable and bio-based raw materials gained traction, reflected in patents exploring alternative extraction sources, biotechnology, and green chemistry. Furthermore, advanced analytical techniques and quality control methods, including electronic noses, chromatography, mass spectrometry, and the application of AI and machine learning, emerged as areas of innovation, promising more efficient and precise fragrance development and evaluation. Innovative packaging solutions focused on controlled release, smart and interactive features, and sustainable materials, indicating a growing emphasis on enhancing user experience and minimizing environmental impact. Market analysis, based on top-performing women's fragrances, confirmed a shift in consumer preferences towards multifunctional products offering benefits beyond scent, such as aromatherapy and skincare properties. A desire for complex and sophisticated olfactory experiences, moving beyond simple fragrance profiles, was also evident, with growing interest in layered scents and unusual note combinations. Longevity and sillage remained crucial purchasing factors, driving demand for long-lasting and impactful fragrances. Personalization emerged as a significant trend, reflecting a desire for unique scents that express individual style and identity, with increasing interest in bespoke perfumes and fragrance layering. Finally, sustainability and ethical considerations gained prominence, with consumers showing increasing concern for environmental impact, ethical sourcing of ingredients, and brand transparency. The link prediction analysis, leveraging historical data on fragrance note combinations, forecasted future trends, suggesting specific pairings and novel combinations likely to appeal to consumers in the coming years. For example, the analysis predicted a rise in popularity for combinations featuring woody notes paired with fresh, spicy, or fruity accords, reflecting the evolving consumer preference for complex and nuanced fragrances.<br /><strong>Conclusion: </strong>process, enabling organizations to develop innovative, customer-centric products with a higher probability of market success. The application of the framework to the perfume industry generated innovative product ideas for women's fragrances, demonstrating its practical value. By considering the interplay of scientific advancements, technological innovations, and evolving consumer preferences, the framework empowers businesses to anticipate future market needs and proactively develop products that resonate with target consumers. Organizations in other industries can adapt and implement this framework, tailoring the specific methods and data sources to their unique context, to drive NPD and gain a competitive edge in the face of ongoing market changes. هدف این پژوهش، ارائه چارچوبی جامع برای تولید ایدۀ توسعۀ محصول جدید مبتنی بر آیندهنگاری راهبردی میباشد. در مرحله اول، روندهای علمی، فناورانه و بازار با استفاده از روشهای کمّی و کیفی رصد و تحلیل شد. رصد علمی از طریق تحلیل خوشهای کلمات کلیدی، تحلیل شبکه، مدلسازی موضوعی و تحلیل مضمون مقالات علمی پیش رفت. رصد فناوری شامل تحلیل فراوانی کدهای طبقهبندی CPC، تحلیل خوشهای شبکه کدهای CPC، تحلیل شاخصهای شبکه، مدلسازی موضوعی و تحلیل SAO گواهی ثبت اختراع میباشد. رصد بازار نیز با تحلیل روند بهکارگیری ویژگیهای محصول، استخراج قوانین همبستگی بین ویژگیها، مدلسازی موضوعی نظرات مشتریان، تحلیل احساسات و پیشبینی پیوند انجام گرفت. در مرحله دوم، با استفاده از مصاحبههای نیمهساختاریافته با خبرگان، ایدههای اولیه برای توسعۀ محصول جدید تولید شد و با استفاده از روش دلفی، ایدههای اولیه برای رسیدن به ایدۀ نهایی پالایش و با توجه به اهداف پژوهش، چارچوب دو مرحلهای ارائه شده در صنعت عطر پیادهسازی گردید. تحلیل مقالات علمی نشان داد که تحقیقات در حوزه عطر بر روی موضوعاتی مانند 1)شیمی عطر،2)ایمنی و اثرات زیستمحیطی، 3)فنون تحلیلی برای شناسایی ترکیبات فرار، 4)بیولوژی گیاهی و 5)بیوسنتز ترکیبات معطر و نگهداری مواد غذایی متمرکز است. تحلیل گواهی ثبت اختراع نشاندهنده روندهایی مانند 1)ارائه هدفمند و رهاسازی کنترلشده رایحه، 2)استفاده از مواد اولیه پایدار و زیستمبنا و 3)بستهبندی نوآورانه است. تحلیل دادههای بازار نشاندهنده 1)تغییرات قابلتوجهی در تقاضا برای عطرهای چندکارکردی و هدفمند، 2)تجربه بویایی پیچیده و ظریف، 3)اهمیت ماندگاری و پخش بوی بالا، 4)شخصیسازی و 5)پایداری و اخلاقی بودن است. https://bar.yazd.ac.ir/article_3966_0d5fc4abcb1be1dd0d246fe565471cd2.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The Meta-Analysis of the Impact of Intangible Resources on Export Performance of Companiesفراتحلیل تأثیر منابع ناملموس بر عملکرد صادراتی شرکتها112133396710.22034/jbar.2025.22939.4540FAداودفیضاستاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران0000-0002-5535-4370عظیم الهزارعیاستاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران0000-0002-8719-6338محمدیوسفیدانشجوی دکتری رشته مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران0000-0002-0307-1918Journal Article20250319<strong>Extended Abstract</strong><br /><strong>Introduction: </strong>This study investigates the impact of intangible resources and assets on the export performance of firms and aims to provide a comprehensive framework for understanding the relationship between these resources and export success. In recent years, the importance of intangible assets such as market knowledge, human capital, marketing capabilities, and innovation has grown significantly in enhancing international competitiveness. These resources play a crucial role in creating sustainable competitive advantages, enabling organizations to enter new markets, and improving export productivity. However, previous studies in this area have yielded scattered and sometimes contradictory results, which may be attributed to methodological differences, environmental variations, industry types, and the level of development in different countries. The goal of this research is to synthesize and comprehensively analyze the findings of prior studies through meta-analysis, providing reliable and evidence-based conclusions. Additionally, this study seeks to offer a deeper understanding of the mechanisms through which intangible resources influence export performance. By addressing gaps in the existing literature, this research provides recommendations for managers and policymakers to optimally utilize these resources to enhance export performance.<br /><strong>Methodology: </strong>This study employed a rigorous quantitative meta-analysis to synthesize empirical evidence on intangible resources and export performance. A systematic literature search was conducted across major international databases (Springer, SAGE, Emerald, Wiley, Taylor & Francis, Google Scholar) and Persian databases (SID, Noormags, Magiran) using Boolean operators with key terms related to intangible resources and export performance, spanning 2004-2024. Studies were screened against strict inclusion criteria: only quantitative empirical studies reporting measurable statistical relationships (e.g., correlations, regression coefficients, t-values) between defined intangible resource constructs (e.g., marketing capabilities, market knowledge) and export performance metrics were included. This yielded 40 studies (36 international, 4 domestic).<br />Data extraction and coding were performed using a standardized protocol, ensuring reliability through independent coding and consensus. Publication bias was assessed through funnel plot inspection, Egger’s regression test and fail-safe N analysis, collectively indicating robust results free from significant bias<br /><strong>Discussion and Results: </strong>The results indicate that intangible resources and assets have a significant positive impact on firms' export performance. Specifically, marketing capabilities and market knowledge were identified as key success factors, with effect sizes of 0/79 and 0/74, respectively. Furthermore, heterogeneity analysis using statistical indices confirmed significant differences among studies, reflecting variations in environmental and structural conditions. To ensure the validity of the findings, the meta-analysis's reliability and validity were rigorously examined. The results demonstrate that the findings are robust and highly generalizable. Theoretically, this research transcends descriptive insights to resolve persistent contradictions in the Resource-Based View (RBV).<br /><strong>Conclusion: </strong> The findings of this study highlight that the strategic development and management of intangible resources can significantly enhance firms' export performance. Managers should invest in areas such as human capital training, market knowledge development, and improving marketing capabilities to create sustainable competitive advantages. This research emphasizes that intangible resources, by enhancing organizational capabilities and increasing flexibility in responding to market changes, have a meaningful impact on export success. Additionally, policymakers should provide supportive programs to foster the growth and optimal utilization of these resources in firms. By offering a comprehensive perspective, this study contributes to the theoretical literature on intangible resources and export performance. Beyond managerial implications, this study underscores a critical imperative for policymakers: the design of targeted support programs that catalyze the development and strategic deployment of intangible resources within exporting firms.این پژوهش، با استفاده از روش فراتحلیل کمّی به دنبال بررسی و ارزیابی منابع ناملموس موثر بر عملکرد صادراتی شرکتها میباشد. بر این اساس، با ترکیب نتایج پژوهشهای داخلی و خارجی، به تجزیه و تحلیل نظاممند تحقیقات صورت گرفته قبلی پرداخته است. مطالعات پیشین در این زمینه، نتایج پراکنده و بعضاً متناقضی ارائه کردهاند که میتواند ناشی از تفاوتهای روششناختی، تفاوتهای محیطی، نوع صنعت و سطح توسعهیافتگی کشورها باشد. بر اساس معیارهای ورود به تحقیق و خروج از آن، این پژوهش، با بهرهگیری از نرم افزار جامع فراتحلیل (CMA) و با تحلیل نتایج ۴۰ سند تلاش کرده تا نقش منابع و داراییهای ناملموس را بر بهبود عملکرد صادراتی شرکتها به طور کمّی و جامع ارزیابی کند. برای کاهش سوگیری در انتخاب مقالات، پایایی بین کدگذاران صورت گرفت. همچنین، برای ارزیابی ناهمگنی و سوگیری انتشار از آمارههای Q،I2 ، آزمون اگر N ایمن از خطا و مدلهای اثرات ثابت و تصادفی استفاده شد. نتایج نشان داد که منابع نامشهود تأثیر مثبت و معناداری بر عملکرد صادراتی شرکتها دارند. بهویژه، قابلیتهای بازاریابی و دانش بازار که با اندازه اثر 79/0 و 74/0 از عوامل کلیدی موفقیت شرکتها شناسایی شدند. همچنین، یافتههای این پژوهش نشان میدهد که توسعه و مدیریت استراتژیک منابع نامشهود میتواند بهطور بارزی عملکرد صادراتی شرکتها را تقویت کند. بعلاوه، سیاستگذاران باید با ارایه برنامههای حمایتی، زمینه را برای رشد و بهرهبرداری بهینه از این منابع در شرکتها فراهم آورند. https://bar.yazd.ac.ir/article_3967_5b4e9e6f3cf3de4c6a7d858edef11ec8.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023Analyzing the Impact of Visual Appeal and Nutritional Information of Digital Menus on Food Purchase Intentionتحلیل تأثیر جذابیت بصری و اطلاعات ارزش غذایی درفهرست دیجیتال بر قصد خرید134149397310.22034/jbar.2025.22945.4541FAعبدالعزیزآبتیناستادیار ، گروه مدیریت بازرگانی دریایی، دانشکده مدیریت و علوم انسانی، دانشگاه دریانوردی و علوم دریایی چابهار، چابهار، ایران0009-0006-9698-2708باقرعباس پوراستادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی بوشهر، بوشهر، ایران0000-0002-7740-9192Journal Article20250323<strong>Extended Abstract</strong><br /><strong>Introduction</strong><strong>: </strong>In recent years, the rapid growth of the online food ordering industry and increasing competition among restaurants have highlighted the role of digital menu design in attracting and retaining customers. Among the various factors influencing consumer decision-making, visual appeal and nutritional information are two key components. The visual attractiveness of digital menus can shape customers' perceptions and emotions, while nutritional information, particularly in the post-pandemic era when health awareness has intensified, serves as a crucial determinant in food selection. The COVID-19 pandemic significantly altered consumer behavior, increasing their sensitivity toward health and nutritional concerns. In this context, the present study aims to examine the impact of the visual appeal and nutritional information of online restaurant menus on consumers' purchase intention in the post-pandemic era. Furthermore, it explores the mediating roles of perceived COVID-19 risk, food preference, and perceived ease of use of digital menus in shaping consumer decisions.<br /><strong>Methodology</strong><strong>:</strong> This research is applied in nature and employs a descriptive-survey method for data collection. The statistical population consists of customers of online restaurants in Shiraz, Iran, who have placed online food orders in the post-pandemic period. A multi-stage cluster random sampling method was applied to select the sample. In the first stage, restaurants with online ordering systems were identified and considered as primary clusters. In the second stage, several high-traffic restaurants were randomly selected from these clusters. Finally, simple random sampling was conducted to select customers who had placed online food orders within the study period. The sample size was determined as 384 respondents using Cochran’s formula. Data were collected through a standardized questionnaire that included items measuring visual appeal, nutritional information, perceived COVID-19 risk, food preference, perceived ease of use of the digital menu, and purchase intention. The validity of the questionnaire was confirmed through content validity assessment and confirmatory factor analysis (CFA), while its reliability was verified using Cronbach’s alpha and composite reliability (CR) coefficients. Data analysis was conducted using Structural Equation Modeling (SEM) in Smart PLS software.<br /><strong>Discussion and Results:</strong> The results indicated that nutritional information had a significant positive effect on food preference (t = 2.952), suggesting that consumers are more likely to choose food items when provided with detailed information about their nutritional content, calorie count, and ingredients. Additionally, perceived COVID-19 risk had a significant impact on food preference (t = 8.583), highlighting the continued influence of health and safety concerns on consumer behavior. Contrary to expectations, the visual appeal of online menus did not have a direct effect on food preference (t = 0.372). While previous studies suggested that visually appealing menu designs could directly influence consumer choices, the findings of this study indicate otherwise. However, further analysis revealed that visual appeal indirectly influenced food preference through the mediating variable of perceived ease of use. This suggests that if an online menu is both aesthetically appealing and easy to use, it enhances consumer engagement and influences food preference positively. Moreover, food preference (t = 4.884) and perceived ease of use of digital menus (t = 3.123) significantly influenced consumers’ purchase intention. These results emphasize the importance of user-friendly digital menu designs and the provision of relevant nutritional information as key drivers of consumer purchase decisions.<br /><strong>Conclusion:</strong><strong> </strong>The findings of this study demonstrate that in the post-pandemic period, consumers prioritize nutritional information and ease of use over visual appeal when interacting with online restaurant menus. In other words, customers prefer menus that provide clear and accurate nutritional information along with a simple and intuitive ordering experience. Additionally, health and safety concerns continue to shape consumer decision-making, reinforcing the need for restaurants to adapt to changing consumer expectations.<br />Based on these insights, the following recommendations are proposed for restaurants and online food ordering platforms:<br /><br />Providing Detailed Nutritional Information: Online menus should include comprehensive details on calorie content, nutritional values, and ingredient lists to assist consumers in making informed and health-conscious food choices.<br />Enhancing User Experience in Digital Menus: The ease of use of digital menus should be improved by implementing simplified navigation, categorized food items, quick search features, and intuitive layouts to ensure a seamless ordering process.<br />Building Consumer Trust in Health and Safety Standards: Displaying certifications for food safety, hygienic packaging measures, and adherence to health protocols can positively influence consumer purchase decisions.<br />Combining Visual Appeal with High Usability: Although visual appeal did not have a direct impact on food preference, it played a significant role when combined with user-friendly design. Restaurants should integrate high-quality food images with functional and accessible menu layouts to enhance the customer experience.<br />Personalized Marketing Strategies and Consumer Engagement: Leveraging consumer data analytics to offer personalized recommendations and targeted promotions can enhance customer loyalty and retention.با گسترش سریع سفارش برخط غذا، طراحی فهرست دیجیتال به یکی از مؤلفههای کلیدی در جلب توجه و افزایش قصد خرید مشتریان تبدیل شده است. در این میان، جذابیت بصری فهرست غذا، سهولت استفاده و بهویژه اطلاعات ارزش غذایی، نقش مهمی در تصمیمگیری مصرفکنندگان ایفا میکنند. همهگیری کووید-19 نیز حساسیت مشتریان نسبت به مسائل بهداشتی و تغذیهای را افزایش داده و بر الگوهای رفتاری آنان تأثیر گذاشته است. پژوهش حاضر، با هدف بررسی تأثیر جذابیت بصری و اطلاعات ارزش غذایی فهرست غذاهای برخط بر قصد خرید مشتریان در دوران پساکرونا انجام شد. این مطالعه، از نوع کاربردی و با روش توصیفی-پیمایشی طراحی گردید. جامعه آماری، مشتریان رستورانهای برخط شهر شیراز پس از همهگیری کووید-19 است و حجم نمونه با استفاده از فرمول کوکران 384 نفر تعیین شد. نمونهگیری بهصورت خوشهای چندمرحلهای و ابزار گردآوری دادهها پرسشنامه استاندارد با روایی و پایایی تأییدشده بود. دادهها با بهرهگیری از مدلسازی معادلات ساختاری در نرمافزار Smart PLS تحلیل شدند. یافتهها نشان داد اطلاعات ارزش غذایی (952/2=t) و ادراک ریسک کووید-19 (583/8=t) تأثیر مثبت و معناداری بر تمایل به غذا دارند. اگرچه جذابیت بصری تأثیر مستقیمی بر تمایل به غذا نداشت (372/0=t)، اما از طریق متغیر واسط درک سهولت استفاده مؤثر واقع شد. همچنین، تمایل به غذا (884/4=t) و درک سهولت استفاده (123/3=t) بهطور مستقیم بر قصد خرید مصرفکنندگان اثرگذار بودند. در مجموع، نتایج بیانگر آن است که مشتریان در دوران پساکرونا بیش از عناصر بصری به اطلاعات تغذیهای و سهولت دسترسی توجه دارند. این یافتهها میتواند راهنمایی عملی برای مدیران رستورانها و سکوهای سفارش برخط در طراحی فهرست غذاهای کاربرپسند و ارتقای وفاداری مشتریان فراهم آورد.https://bar.yazd.ac.ir/article_3973_4e103171dfb898ecd9bcc333c0c30b37.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The impact of marketing analytics on achieving sustainable competitive advantage from the perspective of dynamic capabilities
with market intelligence and product development managementتأثیر تحلیل بازاریابی بر کسب مزیت رقابتی پایدار از دیدگاه قابلیتهای پویا با زیرکی بازار و مدیریت توسعۀ محصول150167397410.22034/jbar.2025.23047.4561FAمسعودآبیارکارشناسی ارشد، گروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران0000-0002-8862-4840فریبرزرحیمنیااستاد، گروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران0000-0001-9680-6735علیرضاحدادیاندانشیار، گروه مدیریت، دانشکدۀ علوم اداری و اقتصادی، دانشگاه فردوسی مشهد، مشهد، ایران0000-0002-9166-4851محمدصادقاکبری نوقابیدانشجوی دکتری، گروه مدیریت دولتی، دانشکدۀ مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران0000-0001-6836-0692Journal Article20250528<strong>EXTENDED ABSTRACT</strong><br /><strong> </strong><br /><strong>Introduction</strong><strong>: </strong>In the rapidly evolving software industry of Iran, the attainment of sustainable competitive advantage is of paramount strategic significance. Marketing analytics are recognized as essential tools for comprehending market dynamics. This study investigates the influence of marketing analytics on sustainable competitive advantage, emphasizing the mediating roles of market intelligence and product development management within the framework of dynamic capabilities.<br /><strong>Methodology: </strong>The current study employed a descriptive-survey methodology with a specific purpose. The statistical population comprised 329 companies engaged in the production and support of software for the Iranian Certificate of Excellence in Informatics, categorized into grades 1 to 4. A sample of 177 companies was selected using a non-random sampling method. Data were collected through a structured questionnaire. Construct validity was assessed using factor analysis conducted in AMOS software, while reliability was evaluated using Cronbach's alpha.<br /><strong>Discussion and Results: </strong>Six of the seven research hypotheses were supported by the findings. The results indicated that marketing analytics exerts a positive and significant influence on market intelligence, product development management, and sustainable competitive advantage. Additionally, the direct effects of market intelligence and product development management on sustainable competitive advantage were found to be significant. The mediating role of market intelligence in the relationship between marketing analytics and sustainable competitive advantage was affirmed; however, the mediating role of product development management was not substantiated, attributed to ambiguous environmental conditions. The findings are derived from the application of analytics aimed at enhancing operational efficiency and adapting to dynamic market fluctuations. The study offers recommendations such as customer segmentation, scheduled visits, and the implementation of a targeted design mix.<br /><strong>Conclusion: </strong>Practical and research proposals are articulated as follows: It is recommended that customer perspectives be categorized into three groups: critical, important, and standard customers. Periodic engagements with each customer group should be conducted, aligned with the company's capabilities and resources, following monthly, quarterly, or annual schedules for all or select groups. During these engagements, customer feedback regarding their needs and the functionalities currently lacking in the software should be systematically collected. This approach enhances the company's capacity to anticipate trends and leverage opportunities and threats, ultimately leading to the attainment of a sustainable competitive advantage. It is advised to assess customer satisfaction with various aspects of the software, facilities, and system reports during the scheduled engagements utilizing standardized measurement forms. The establishment of a comprehensive database for recording this data will facilitate accurate insights into areas requiring correction and enhancement. Considering the diversity of software products, it is suggested that the company's products be categorized into related groups according to the needs of customers (customer-oriented), and due to the increase in the effectiveness of marketing programs, the marketing mix for each category should be prepared and implemented separately. Usually, many suggestions for software development and production ideas are made by customers of software companies. Therefore, it is suggested that the development and improvement of the software be reviewed and applied by a working group consisting of at least one member of the software support unit, the sales manager, and—if possible—an expert consultant in the application field of the software (for example, if the software is accounting, an accounting field consultant). During the implementation of this research, we realized that two important variables in software companies have been hidden from our eyes: the management literacy of managers and the market context of the company. Many managers of software manufacturing companies do not have education related to management. Also, the field of the company's market is either the government market or the private market. Therefore, it is appropriate to consider these two variables in future research. The findings of this study indicate that "environmental uncertainty" is a significant variable associated with the influence of marketing analytics on sustainable competitive advantage, with product development management serving as a mediating factor. Consequently, it is recommended that future research incorporate items related to this variable as a control variable. This study employs a quantitative approach, utilizing survey data to examine the relationships among the research constructs. For a more comprehensive understanding of the topic, subsequent research could adopt qualitative methodologies.در صنعت پویای نرمافزار ایران، کسب مزیت رقابتی پایدار، اهمیتی راهبردی دارد و تحلیل بازاریابی، ابزاری کلیدی برای درک پویاییهای بازار محسوب میشود. این پژوهش، به بررسی تأثیر تحلیل بازاریابی بر مزیت رقابتی پایدار با نقش میانجی زیرکی بازار و مدیریت توسعۀ محصول پرداخته است. پژوهش حاضر، از نظر هدف، کاربردی و از نظر روش، توصیفی- پیمایشی بود. جامعۀ آماری 329 شرکت فعال در تولید و پشتیبانی نرمافزارهای سفارش مشتری با گواهی شورای عالی انفورماتیک ایران (پایۀ 1 تا 4) میباشد. نمونه 177 شرکت به روش غیرتصادفی انتخاب شدند. دادهها با ابزار پرسشنامه گردآوری شد. روایی سازه با تحلیل عاملی تأییدی در نرمافزار AMOS و پایایی با آلفای کرونباخ تأیید گردید. یافتهها نشان داد تحلیل بازاریابی تأثیر مثبت و معناداری بر زیرکی بازار، مدیریت توسعۀ محصول و مزیت رقابتی پایدار دارد. همچنین، تأثیر مستقیم زیرکی بازار و مدیریت توسعۀ محصول بر مزیت رقابتی پایدار معنادار بود. نقش میانجی زیرکی بازار در رابطۀ بین تحلیل بازاریابی و مزیت رقابتی پایدار تأیید شد اما نقش میانجی مدیریت توسعۀ محصول به دلیل شرایط نامطمئن محیطی تأیید نشد. نتایج، بر ضرورت به کارگیری تحلیل بازاریابی برای تقویت قابلیتهای پویا و پاسخگویی به تغییرات بازار تأکید دارد و پیشنهادهایی شامل تقسیمبندی مشتریان، بازدیدهای دورهای و طراحی آمیختۀ بازاریابی هدفمند ارائه میکند.https://bar.yazd.ac.ir/article_3974_b5957dd56989d84d3a0fe182bc0ae045.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The Impact of Information Quality, Swiftness, Food Quality, Experiences and Social impacts on the Dimensions of the Technology Acceptance Modelتأثیر کیفیت اطلاعات، سرعت تحویل، کیفیت غذا، تجربیات و تأثیرات اجتماعی بر پذیرش فناوری168193401910.22034/jbar.2025.4019FAحمیدرضاطلاییاستادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اراک، اراک، ایران0000-0002-2532-8702امیراحسانزاهدیاستادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اراک، اراک، ایران0000-0001-9491-9023Journal Article20250112<strong>EXTENDED ABSTRACT</strong><br /><strong> </strong><br /><strong>Introduction: </strong>Food delivery applications have become an integral part of people’s daily lives and respond to the needs of users by allowing them to order and receive food quickly, easily, and at any time. However, the growing competition in the food delivery market has forced companies to focus on user satisfaction and technology adoption to retain their customers and ensure business sustainability. Understanding the factors that influence users’ intention to use such platforms has therefore become a critical issue for both researchers and practitioners. The Technology Acceptance Model (TAM) provides a framework for analyzing user behavior toward technology adoption. Despite the extensive use of TAM in various domains, few empirical studies have examined its application in online food delivery systems, especially in developing countries such as Iran. Previous research has largely focused on service quality or customer satisfaction without exploring how technological, experiential, and social dimensions collectively affect users’ perceptions and attitudes toward these platforms. The present study aims to fill this gap by examining the effects of Information Quality, Swiftness, Food Quality, Experiences, and Social Impacts on the dimensions of the Technology Acceptance Model, using Snapp Food as the case study. The contribution of this research lies in simultaneously incorporating important variables and empirically testing five independent variables that have not been studied together before in this context. The study provides managerial insights for improving customer experience and satisfaction.<br /><strong>Methodology: </strong>This study is applied, quantitative, and descriptive–correlational. The statistical population consists of Snapp Food customers. Data were collected through a structured online questionnaire designed based on validated. A total of 384 respondents were selected using the convenience sampling method. To ensure the validity and reliability of the instrument, content validity was first confirmed by academic experts. Convergent validity and discriminant validity were assessed through factor loadings, Average Variance Extracted (AVE), and Fornell–Larcker criteria. All factor loadings exceeded 0.4, and AVE values were above 0.5, confirming acceptable convergent validity. The reliability of constructs was tested using Cronbach’s alpha and composite reliability, both exceeding the threshold of 0.7, which indicated strong internal consistency. Data were analyzed using the Structural Equation Modeling (SEM) approach via SmartPLS 3.0 software. The outer model tested the relationships between latent variables and their observed indicators; the inner model examined the hypothesized relationships among latent constructs. Finally, the overall model fit was assessed using the Standardized Root Mean Square Residual (SRMR) index, with a value of 0.076 indicating an acceptable fit.<br /><strong>Discussion and Results</strong>: The results revealed that Information Quality, Swiftness, Food Quality, and Social Impacts exerted positive and significant effects on Perceived Usefulness of the Snapp Food application. Among these, Food Quality had the strongest impact (β = 0.483, t = 9.804), followed by Swiftness (β = 0.251, t = 4.901) and Social Impacts (β = 0.183, t = 3.857). Information Quality also showed a positive but relatively weak influence (β = 0.087, t = 2.502). However, the path from Experiences to Perceived Usefulness was not statistically significant (β = 0.105, t = 1.515), suggesting that prior experience alone does not necessarily enhance users’ perception of usefulness unless accompanied by consistent service quality and performance. The findings further indicated that Perceived Usefulness significantly affected both Attitude (β = 0.640, t = 15.535) and Intention to Use (β = 0.243, t = 5.143). Perceived Ease of Use had significant positive effects on Perceived Usefulness (β = 0.190, t = 3.636) and Attitude (β = 0.126, t = 3.059). Finally, Attitude exerted a strong and positive influence on Intention to Use (β = 0.549, t = 11.688). The R² values indicated a satisfactory level of explanatory power for all endogenous constructs: 0.47 for Perceived Usefulness, 0.35 for Intention to Use, and 0.31 for Attitude, confirming the robustness of the structural model. These results support the core assumptions of the TAM framework and align with previous studies that emphasized the mediating role of perceived usefulness in linking service attributes to user attitudes. The insignificant effect of experiences suggests that in fast-paced digital contexts, current service quality and reliability outweigh past experiences in shaping user perceptions. Additionally, the strong impact of Social Impacts highlights the importance of peer recommendations and social proof in driving technology acceptance, especially within collectivist cultures such as Iran’s. From a managerial perspective, the findings suggest that enhancing Information Quality, including the accuracy, completeness, and timeliness of menu data, can strengthen users’ trust and satisfaction. Improving Swiftness through efficient order processing, optimized logistics, and real-time delivery tracking can further boost users’ perception of usefulness. Ensuring Food Quality by partnering with trusted restaurants, maintaining hygiene, and offering transparency in ingredient information contributes to higher user loyalty. Moreover, leveraging Social Impacts through online reviews, influencer marketing, and interactive feedback systems can enhance the app’s credibility and encourage repeated use.<br /><strong>Conclusion: </strong>The study provides empirical evidence that Information Quality, Swiftness, Food Quality, and Social Impacts significantly affect users’ Perceived Usefulness, which in turn shapes their Attitude and Intention to Use the Snapp Food application. Perceived Ease of Use also plays a vital mediating role, reinforcing the acceptance of the platform. The results underscore that technological, experiential, and social dimensions collectively determine the success of food delivery applications in digital markets. To enhance user experience and increase customer satisfaction, several recommendations are proposed: improving the accuracy and completeness of information, enhancing transparency and search functionality, optimizing delivery processes, utilizing Artificial Intelligence for prediction and personalization, ensuring consistent food quality, and providing efficient customer support. Continuous innovation in User Interface and User Experience design is also critical to maintaining competitiveness in a rapidly evolving market. Future research could apply longitudinal or comparative approaches across different service platforms to validate these relationships and explore additional mediating variables such as trust or perceived enjoyment. By addressing both technological and human-centered factors, this research contributes to advancing the understanding of technology acceptance in the food delivery industry and offers actionable insights for practitioners aiming to improve customer engagement and retention.امروزه، نرمافزارهای کاربردی ارسال غذا با فراهم کردن امکان سفارش آسان غذا و دریافت آن در کوتاهترین زمان، نیازهای کاربران را برآورده میکنند. این پژوهش، به شناخت تأثیر کیفیت اطلاعات، سرعت تحویل، کیفیت غذا، تجربیات و تأثیرات اجتماعی بر قصد استفادهاز اسنپ فود میپردازد. پژوهش در بازه زمانی پاییز 1403 انجام شده که ازنظر هدف، کاربردی، ازنظر نوع داده، کمّی و ازنظر ماهیّت، توصیفی-همبستگی است. جامعۀ آماری، مشتریان اسنپ فود و نمونۀ تحقیق، 384 مشتری میباشد که به روش در دسترس، انتخاب شدند. برای جمعآوری دادهها از پرسشنامه استاندارد و برای تجزیهوتحلیل دادهها از مدلسازی معادلات ساختاری استفاده شد و چارچوب پژوهش براساس پژوهشهای فروغی و همکاران (2024) و مون و همکاران (2023)، طراحی گردید. براساس نتایج، کیفیت اطلاعات، کیفیت غذا، سرعت ارسال و تأثیرات اجتماعی بر مفید بودن درکشده، مفید بودن درکشده بر نگرش و قصد استفاده، سهولت استفاده درکشده بر نگرش و مفید بودن درکشده و نگرش بر قصد استفاده از برنامه تأثیر دارد. بیشترین ضریب مسیر (64/0) مربوطبه تأثیر مفید بودن درکشده بر نگرش و کمترین ضریب مسیر (087/0) مربوطبه تأثیر کیفیت اطلاعات بر مفید بودن درکشده محاسبه گردید. بهبود دقت و کامل بودن اطلاعات، استفاده از پیشرفتهای تکنولوژیک مانند هوش مصنوعی، افزایش تعاملات مثبت با کاربران، بهبود رابط کاربری (UI) و تجربۀ کاربری (UX) و نوآوری و بهبود مستمر خدمات، پیشنهاد گردید. نوآوری پژوهش، اضافه کردن 2 متغیر به چارچوب مفهومی و بررسی همزمان تأثیر 5 متغیر کیفیت اطلاعات، سرعت تحویل، کیفیت غذا، تجربیات و تأثیرات اجتماعی بر ابعاد مدل پذیرش فناوری در برنامههای کاربردی ارسال غذا است.https://bar.yazd.ac.ir/article_4019_9a8c33c4343758b01db3be3ed91cbc5a.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X174120251023The impact of green market orientation on new product success with innovative capabilities, knowledge acquisition, and green brand positioningتأثیر گرایش به بازار سبز بر موفقیت محصول جدید با قابلیتهای نوآورانه، فراگیری دانش و موقعیت برند سبز194217402010.22034/jbar.2026.22730.4520FAسید حبیب الهمیرغفوریدانشیار، گروه مدیریت صنعتی، دانشکده اقتصاد، مدیریت و حسابداری، دانشگاه یزد، یزد، ایران0000-0001-5362-6590نداکاظمیکارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه علم و هنر، یزد، ایران0009-0005-4470-6384علیصفاری دربرزیاستادیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، مجتمع آموزش عالی بم، بم، ایران0000-0002-0933-1629Journal Article20250129<strong>Extended Abstract</strong><br /><strong> </strong><br /><strong>Introduction: </strong>In today’s highly competitive business environment, developing and marketing new products are vital for ensuring firms’ profitability and long-term survival. However, increasing environmental concerns and stricter sustainability regulations have urged companies to integrate green principles into their innovation and marketing strategies. Green market orientation has therefore emerged as a key approach that helps firms gain competitive advantage by offering environmentally friendly products and minimizing ecological impact. Green innovation capability plays a crucial role in this process by promoting eco-efficient design, waste reduction, and sustainable production practices that improve both environmental and financial performance. Additionally, green knowledge acquisition and green brand positioning enhance organizational adaptability and brand differentiation, further contributing to sustainable product success. Given the textile and apparel industry’s high resource consumption and environmental challenges—particularly in Yazd province of Iran—understanding how green market orientation affects new product success through these mediating and moderating factors is essential. This study addresses this gap by examining the interplay between green innovation capability, green knowledge acquisition, and green brand positioning in achieving sustainability-driven competitiveness.<br /><strong>Methodology:</strong><strong> </strong>This study is applied in purpose and descriptive-correlational in nature, as it investigates existing conditions and the relationships among variables. Data were collected through a survey method using a structured questionnaire based on a five-point Likert scale. The conceptual model was developed through an extensive literature review, and the questionnaire items were adapted from previous validated studies. The questionnaire was distributed among managers and employees of textile and apparel companies in Yazd province, Iran, who are directly involved in production, marketing, and new product development processes. A total of 170 questionnaires were distributed, and 124 valid responses were received. Convenience sampling was employed due to accessibility considerations. The sample size was determined based on the structural equation modeling (SEM) rule of thumb, considering between five and fifteen respondents per item. The reliability and validity of the questionnaire were confirmed through expert evaluation and Cronbach’s alpha coefficients, all exceeding 0.7, indicating satisfactory internal consistency. Data analysis was conducted using SmartPLS software to test the measurement and structural models. The results were used to draw conclusions and provide practical recommendations for enhancing green market orientation and sustainable product success in the textile industry.<br /><strong>Discussion and Results: </strong>The descriptive analysis revealed that most respondents were between 30 and 40 years old and held bachelor’s degrees, indicating a relatively experienced and educated workforce in the textile and apparel industry. The reliability and validity of all constructs were confirmed, with Cronbach’s alpha and composite reliability values exceeding 0.7 and average variance extracted above 0.5, demonstrating strong internal consistency and convergent validity. The structural model was tested using SmartPLS, and the overall model fit was satisfactory (SRMR = 0.049). The R² values for green innovation capability (0.889) and new product success (0.892) indicated high explanatory power. The findings showed that green market orientation had a significant positive effect on both green innovation capability and new product success, and that green innovation capability positively influenced new product success. Moreover, green innovation capability partially mediated the relationship between green market orientation and new product success. However, the moderating effects of green knowledge acquisition and green brand positioning were not supported. These results highlight the critical role of green innovation as a strategic mechanism through which green market orientation enhances sustainable product success in the textile and apparel industry.<br /><strong>Conclusion: </strong>The development and marketing of new products play a vital role in ensuring the profitability and long-term survival of firms. However, this process is often costly and risky. The findings of this study demonstrated that green market orientation has a significant and positive effect on new product success in the textile and apparel industry of Yazd Province. Firms that align their marketing strategies with environmental and social standards are more likely to attract environmentally conscious consumers and achieve sustainable competitive advantages. Furthermore, green market orientation significantly influences green innovation capability, which in turn enhances the success of new products. The mediating role of green innovation capability was confirmed, indicating that green-oriented strategies drive innovation, which ultimately contributes to product success. However, the moderating effects of green knowledge acquisition and green brand positioning were not supported, suggesting a need for greater awareness and education regarding environmental practices and green branding strategies among managers and employees. From a managerial perspective, it is recommended that textile and apparel firms redesign their marketing and innovation strategies based on green principles, invest in clean technologies, and establish R&D units focused on sustainable product development. Training programs should also be implemented to enhance employees’ environmental awareness and innovation skills. Additionally, firms should communicate their environmental achievements more effectively through transparent marketing and public engagement to strengthen their green brand positioning. For future research, it is suggested that the proposed model be tested in other industries to enable cross-sector comparisons. Future studies could also explore new moderating and mediating variables such as corporate social responsibility, green leadership, and organizational culture, as well as the influence of emerging technologies like artificial intelligence and the Internet of Things on green innovation and product success.در دنیای رقابتی امروز، ابعاد سنتی هزینه، کیفیت، انعطافپذیری و تحویل، دیگر کافی به نظر نمیرسند. افزایش آگاهی اجتماعی، مقررات زیستمحیطی سختگیرانه و تمایل مصرفکنندگان به محصولات سازگار با محیط زیست، شرکتها را ملزم کرده تا استراتژیهای خود را با استانداردهای زیستمحیطی و اجتماعی هماهنگ کنند. هدف این پژوهش، شناخت تأثیر گرایش به بازار سبز بر موفقیت محصول جدید با در نظر گرفتن نقش میانجی قابلیتهای نوآورانه سبز و نقش تعدیلگر فراگیری دانش سبز و موقعیت برند سبز در صنعت پوشاک و نساجی استان یزد است. پژوهش، از نظر هدف، کاربردی و از نظر ماهیّت دادهها، توصیفی- همبستگی است. جامعۀ پژوهش، کارکنان و مدیران شرکتهای فعال صنعت نساجی و پوشاک استان یزد میباشد. ابزارگردآوری دادهها، پرسشنامه است. به منظور برازش مدل مفهومی پژوهش، از رویکرد مدلسازی معادلات ساختاری و نرمافزار Smart PLS، استفاده شد. تعداد 170 پرسشنامه میان کارکنان و مدیران صنعت پوشاک و نساجی استان یزد به روش نمونهگیری در دسترس، توزیع و از این میان، تعداد 124 پرسشنامه بازگشت داده شد. نتایج نشان دادند گرایش به بازار سبز و قابلیتهای نوآورانۀ سبز تأثیر مثبت و معناداری بر موفقیت محصول جدید دارند. همچنین، نقش میانجی قابلیتهای نوآورانه سبز تأیید شد اما نقش تعدیلگر فراگیری دانش سبز و موقعیت برند سبز تأیید نشد.https://bar.yazd.ac.ir/article_4020_3ce3c904c9e96d6fa82c048a0730d62e.pdf