Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701Developing a Model of Factors Affecting Optimal Digital Marketing Implementation in Tourism Industry Startups11322462410.22034/oajre.2025.533504.1124ENMahboubehNazariPhD Student in Business Management, Sari Branch, Islamic Azad University, Sari, Iran.MajidFattahiAssistant Professor, Department of Business Management, Sari Branch, Islamic Azad University, Sari, IranMajidFaniAssistant Professor, Department of Business Management, Babol Branch, Islamic Azad University, Babol, IranJournal Article20240416This study aims to develop a model of factors influencing the optimal implementation of digital marketing in startups operating within the tourism industry. The research adopts an applied-developmental approach in terms of its objective and employs a descriptive-survey methodology with a qualitative strategy, utilizing thematic analysis. The participant population consists of theoretical experts (including experienced academic faculty in management and marketing) and practical experts (managers and consultants in tourism organizations). A combination of purposive and snowball sampling methods was used to select participants. The sample size was determined based on theoretical saturation, achieved after conducting semi-structured interviews with 15 experts. Data were collected through semi-structured interviews, and the identification of primary and secondary themes for model development was performed using thematic analysis with MAXQDA 2020 software. The results indicate that the main themes of the model for factors affecting the optimal implementation of digital marketing in tourism industry startups comprise five key dimensions: experience-driven marketing strategy, tourism-oriented technologies, interaction and trust-building with tourists, human resources and organizational agility, and performance evaluation and competitiveness. These findings provide a comprehensive framework for enhancing digital marketing practices in tourism startups.https://www.oajre.ir/article_224624_2835f51eb45093131e889db2db761077.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701Asymmetric Effects of Exchange Rate Fluctuations on Poultry Meat Prices: A Time Series Analysis142821844510.22034/oajre.2025.497723.1101ENSaraHalajiyanMsc. Student, Department of Agricultural Economics, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran0009-0008-8724-0774FoadEshghiDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari University of Agricultural Sciences and Natural Resources, Sari, Iran.0000-0002-5763-1917Seyed MojtabaMojaverianprofessor, Agricultural Economics Department of Sari University of Agricultural Sciences and Natural Resources, Sari, Iran0000-0003-4821-1539Journal Article20240103Fluctuations in the price of imported inputs cause sharp changes in chicken meat prices, harming society's welfare, especially for low-income groups that mainly buy food. Increased food insecurity and malnutrition have tragic consequences, particularly for children, the elderly, and other vulnerable members of society. The purpose of this study is to examine the symmetry of the effects of exchange rate fluctuations on chicken meat prices. For this purpose, time series data in daily frequency from March 21, 2018, to March 20, 2022, and Generalized Autoregressive Conditional Heteroskedasticity (GARCH) and nonlinear autoregressive distribution lag (NARDL) models were used. The results of estimating the model with NARDL showed that the variables of the daily price of chicken meat with one lag, daily price of chicken meat with four lags, and exchange rate fluctuations with two lags have a direct relationship with the price of chicken meat, and the variable of daily price of chicken meat with two lags has an inverse relationship with the price of chicken meat. The results of estimating the error correction coefficient showed that, in each period (day), approximately 0.96 percent of the imbalance in the daily price of chicken meat was adjusted. Similarly, research findings indicate that exchange rate fluctuations have asymmetric effects on the price of chicken meat. In this regard, to maintain household food security, support policies should be used in the short term to prevent a decrease in economic access to food.https://www.oajre.ir/article_218445_6455419fa5caffa3912740c9f82ba57a.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701The role of Marketing Capabilities in Stock return293419723810.22034/oajre.2024.460697.1083ENRouhollahAhangari DarabiMaster of Business Administration, Marketing Orientation, Farvardin Institute of Higher Education, Mazandaran, IranJournal Article20230902The company’s capabilities determine give it the opportunity to sustain its competitive advantage. This study examines the role of marketing capabilities in Stock return performance. Data analysis was performed in the EViews environment. The TSE-listed companies (138, in total) formed the statistical population in this study, whose data (in year-firm) for the period 2019 through to 2022 was subjected to panel/pooled data analysis using regression models. The overall significance of the fit model was verified using Fisher test statistic, was used. The findings, conversely, indicated a positive and significant association between marketing capability and Stock return. The obtained results from test of the main hypothesis imply that managers of the understudy institutions can by employing active workforce, establishing strong public relations, and creating differentiation for the companies make their marketing efforts more effective, while profiting from marketing research for having insight into the customer needs and wishes, and weaknesses and strengths of their competitors improve the corporate Stock return.https://www.oajre.ir/article_197238_348f211862b06e0a0aeecec30e3e4644.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701The Role of Entrepreneurial Culture in the Impact of Innovative Marketing Opportunities on Entrepreneurial Performance in the Tourism Industry354619731710.22034/oajre.2024.460919.1085ENFarzadRezazadehMaster Degree in Business Administration, Marketing orientation, Sari Branch, Islamic Azad University, Sari, Iran.YaserShokriMaster Degree in Business Administration, Marketing orientation, Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20240103The purpose of this research is to investigate the role of entrepreneurial culture in the effect of innovative marketing opportunities on entrepreneurial performance in the tourism industry of Mazandaran province. This is an applied research with a quantitative (comparative) approach conducted through a descriptive survey using standard questionnaires. The statistical population of the present study included all employees of Mazandaran Cultural Heritage, Tourism and Handicrafts Office, numbering 410 people, of which 108 were women and 302 were men. Of this population, using Cochran's formula, a sample consisting of 385 was formed (n =199), the individual members of which were selected using simple random sampling. For measurement of the variables, we made use of the standard questionnaire developed by Battour(2022). Validity of the questionnaire was assessed and confirmed by the academic experts. Its reliability, as measured in terms of Cronbach's alpha (= 0.891), was high and thus, confirmed. The obtained survey data for the test of the research hypotheses were analyzed using SEM-PLS technique. The obtained results from the test indicated that innovative marketing opportunities had a positive and significant impact on the entrepreneurial culture and entrepreneurial performance in the tourism industry of Mazandaran province. In addition, the results indicated that entrepreneurial culture had a positive and significant effect on entrepreneurial performance in the understudy tourism industry.https://www.oajre.ir/article_197317_b9b539c8982b3a06452bca122a80336b.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701Authentic leadership and job involvement; Trust as a mediator475720051410.22034/oajre.2024.468264.1088ENImanAmooeiMaster's degree, Depatment of Executive Management, strategic orientation, Payam Noor University, Sari, Iran.Journal Article20240401This research was conducted with the aim of investigating the effect of authentic leadership practices on job attachment in the circles of the pure and righteous families. This research is applied in terms of purpose and descriptive-survey in terms of data collection. Therefore, the statistical population of this research is the righteous group leaders, who, in the role of a coach, comment on them as the leaders of their groups. SPSS software was used to analyze the data of this research. The tests performed include Cronbach's alpha coefficient test to determine the reliability of the questionnaire, Pearson's correlation coefficient test to determine the type and intensity of the relationship between the variables, and regression to test the research hypotheses. The findings of this research showed that, in order to increase their level of attachment to the formation of the circle, the leaders must first measure themselves from the point of view of whether they entered this field out of desire or simply because of some side issues or it was even because of the facilities. The findings of this research showed that, in order to improve the quality level of competent circles, the organization should use managers who have the ability and the power to build trust between the lower ranks and who can, with an educational and calculated view, measure the level of increased attachment among the groups. Therefore, in order to improve the level of job attachment on the part of the leaders, the organization must make them believe that the organization cares about their existence and considers them as the main asset of its organization. Job attachment between leaders can include being concerned for the growth of teachers, feeling the danger of losing values, increasing the desire for a strong and continuous presence in the circles, etc.https://www.oajre.ir/article_200514_8c3a8eb9f82cfb06625e85b9ce4b8a61.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701Investigating the Impact of Strategic Agility on Performance and Competitiveness in the Banking Industry586622195210.22034/oajre.2025.525035.1114ENMohammad SinaAmir NejadMaster's Degree, Business Management (Strategic Management Orientation), Iran University of Science and Technology, Tehran, Iran.SogandBarimaniMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.AlirezaChaloei AshrafiMaster's Degree, Business Administration (Marketing Orientation), Sari Branch, Islamic Azad University, Sari, Iran.Journal Article20240420The banking industry today faces technological advancements, environmental changes, and intense competition. In this context, strategic agility has been recognized as one of the most important determinants of long-term organizational success. This paper aims to investigate the impact of strategic agility on performance and competitiveness in Iranian commercial banks. The statistical population of this study includes managers and experts working in state-owned and private commercial banks in 2024. Stratified sampling was used, and data were collected via a standardized questionnaire and analyzed using SmartPLS4 software. Structural equation modeling was employed to test the hypotheses. Results indicate that components of strategic agility—such as rapid responsiveness, organizational flexibility, innovation, and organizational learning—have a significant positive effect on both bank performance and competitiveness. Additionally, the mediating role of performance in the relationship between strategic agility and competitiveness is confirmed. Findings show that banks with higher levels of strategic agility have achieved better positions in the dynamic competitive environment. Finally, recommendations for improving strategic agility and increasing competitiveness in banks are presented.https://www.oajre.ir/article_221952_bb48b0b634dc1d4b7a6f3ba9b7a6649c.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495412320240701Development of a Branding Model for Fast-Moving Consumer Goods with a Corporate Social Responsibility Approach679124062010.22034/oajre.2026.407771.1072ENAminallahPahlevaniDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.JamshidSalarAssistant Professor, Department of Business Management, Payame Noor university, Tehran, Iran.Mohammad RezaEghbalDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.Journal Article20230719This research aims to develop a branding model for fast-moving consumer goods (FMCG) grounded in a corporate social responsibility (CSR) approach. The present study is exploratory in nature and employs a mixed-methods research design. In the qualitative phase, the Delphi method was utilized, engaging thirty experts comprising academic scholars in management and marketing disciplines, as well as organizational experts, senior managers, and specialists in the fields of management and economics. The quantitative phase was conducted with an applied research objective. A structured questionnaire, validated through a rigorous assessment process, was distributed among a statistical sample of experts specializing in small and medium-sized enterprises (SMEs). The statistical population consisted of 5,450 individuals, from which a sample of 357 participants was selected randomly using Cochran's formula. The Delphi method facilitated the identification and extraction of relevant variables, and ultimately, the proposed model was validated using SmartPLS software. Based on the research literature and expert opinions, an initial set of 62 factors was identified. Through the application of fuzzy Delphi methodology for indicator screening and refinement, the number of indicators was reduced to 55 in the first round, 51 in the second round, and 46 in the third round. The identified barriers were categorized into four principal dimensions—sales management dimensions, appropriate pricing dimensions, customer needs dimensions, and high accessibility dimensions—which respectively secured the first through fourth priority rankings. Model validation results demonstrated robust fitness indices, indicating high overall model quality and structural validity.https://www.oajre.ir/article_240620_6e8b7d90ea74d34467cf4280fe75fa4b.pdf