انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 A sustainability framework for circular economy business models in Iran's packaging industry: a meta-synthesis approach چارچوب پایداری مدل کسب‌وکار اقتصاد چرخشی در صنعت بسته‌بندی ایران با استفاده از روش فراترکیب 1 30 236420 10.22034/smsj.2025.522760.2156 FA مهدی گودرزی دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران مهدی حقیقی کفاش دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران وحید خاشعی دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران 0000-0001-8536-9867 مهدی ابراهیمی دانشیار، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران 0000-0003-3987-5325 طاهره سادات سلامی دانشجوی دکتری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران Journal Article 2025 05 17 Introduction: The increasing awareness of environmental challenges and resource scarcity has propelled the transition towards sustainable business practices globally. The circular economy (CE) offers a promising framework to promote sustainability by minimizing waste, extending product lifecycles, and enhancing resource efficiency. In Iran’s packaging industry, where traditional linear models dominate, integrating circular economy principles is both critical and challenging. This research aims to develop a comprehensive sustainability framework for circular economy business models (CEBMs) within the Iranian packaging sector. The goal is to ensure that sustainability considerations permeate all elements of these models—value proposition, value creation, delivery, and capture—thus fostering a resilient and environmentally responsible industry. Methodology: This study employs a qualitative, exploratory research approach rooted in meta-synthesis and thematic analysis. The meta-synthesis method enables the systematic integration of existing literature, identifying common themes and patterns across multiple studies to create a coherent understanding of the factors influencing the sustainability of CE business models. The literature review process involved meticulous screening based on parameters such as titles, abstracts, content relevance, and research design. To ensure relevance and quality, duplicate, unrelated, or less pertinent studies were eliminated at each stage. From an initial pool of 760 scholarly articles and theses, 71 studies were retained after rigorous screening. In addition, 14 new articles were selected through a snowball search strategy. These studies provided foundational data for extracting initial conceptual codes pertaining to two prominent CE business models representative of the Iranian packaging sector: (1) the business model based on circular inputs and (2) the resource recovery business model. The codes facilitated the construction of preliminary frameworks for each model. To validate and enrich these frameworks, semi-structured interviews were conducted with industry experts, including managers, policymakers, and innovators involved in Iran’s packaging industry. The combination of literature review and expert insights allowed for a comprehensive analysis of internal and external factors influencing business model sustainability. Results and Discussion: The meta-synthesis yielded initial conceptual codes associated with the two CE models. Post quality control and validation, these codes informed the development of detailed frameworks for each model. The subsequent thematic analysis—enhanced by interviews—unveiled new elements and factors impacting sustainability, offering a richer understanding of barometers and barriers within the Iranian context. Across both models, five key concepts emerged as central to sustainability: (1) institutional, (2) technological, (3) market, (4) environmental, and (5) resource recovery-specific factors. Although similar in structure, the codes within these concepts exhibited notable differences between the two models. For instance, the institutional factor in both models encompasses codes such as regulatory support, policy incentives, and industry standards—highlighting their critical role in facilitating circular practices. The technological factors include the pace of recycling technology obsolescence, research intensity, and technological availability. Results indicate that rapid technological obsolescence and limited access to advanced recycling technologies pose significant challenges. Conversely, active research and development efforts are pivotal to overcoming such barriers. The market dimension involves factors related to consumer acceptance, economic incentives, branding, and cultural attitudes towards recycling. Notably, concerns around consumer privacy and data security emerged as specific codes in the resource recovery model, indicating that waste suppliers may hesitate to share waste due to confidentiality worries. Environmental factors universally emphasize the importance of reducing ecological footprints—particularly through minimizing non-recyclable packaging—and enhancing positive environmental performance. The global trend towards eco-friendly practices influences corporate strategies and consumer expectations alike. Overall, the resulting frameworks delineate the interconnectedness of these key factors, illustrating how internal company capacities and external environmental and policy contexts jointly shape the sustainability of CE business models in Iran’s packaging industry. Conclusion This study identifies two effective Frameworks for CE business model sustainability: (a) the resource recovery Framework and (b) the circular input Framework. Both share five central concepts—institutional, technological, market, environmental, and resource recovery—and demonstrate that different codes within these concepts influence sustainability outcomes. The institutional dimension underscores the importance of supportive policies and standards, while technological factors emphasize technological agility and innovation. Market factors reveal consumer attitudes and economic incentives as critical enablers, with privacy concerns specifically influencing resource recovery efforts. Environmental considerations remain pivotal, focusing on reducing environmental damage and promoting sustainability in product packaging. The findings provide valuable insights for industry practitioners, policymakers, and researchers seeking to foster sustainable circular economy practices in Iran's packaging industry. They underscore the need for integrated strategies that address internal capabilities, technological innovation, market dynamics, and environmental responsibility. Future research could further explore sector-specific barriers and facilitators, as well as the role of digital technology and data security in advancing CE models. موضوع اقتصاد چرخشی و پایداری کسب‌وکار دو موضوع حوزه مطالعات مدیریت است و از آنجا که پژوهشگران اندکی به موضوع پایداری از منظر نقش آن در مدل کسب‌وکارهای مبتنی بر اقتصاد چرخشی پرداخته‌اند، هدف این پژوهش، ارایه یک چارچوب اولیه جهت تبیین پایداری مدل کسب‌وکار اقتصاد چرخشی قرار داده شده‌است. از این رو، پژوهش حاضر از نوع کیفی با ماهیت اکتشافی است که در آن از روش‌های فراترکیب و تحلیل مضمون استفاده شده‌است. برای انجام فراترکیب، پارامترهای مختلفی نظیر عنوان، چکیده، محتوا و روش پژوهش درنظر گرفته‌شد و در هر مرحله، مقالات و پایان‌نامه‌هایی که برای هدف پژوهش مفید نبودند از فرایند فراترکیب حذف شدند. در نهایت از مجموع 760 مقاله و پایان‌نامه اولیه، تعداد 71 مقاله و پایان نامه انتخاب شدند. بعلاوه از طریق استراتژی جستجوی گلوله‌برفی 14 مقاله جدید انتخاب شدند. سپس کدهای مفهومی اولیه برای دو مدل کسب‌وکار اقتصاد چرخشی (ورودی چرخشی و بازیابی منابع) درصنعت بسته‌بندی ایران استخراج و پس از کنترل کیفیت کدگذاری، چارچوب دو مدل براساس نتایج فراترکیب ترسیم شد. در ادامه مصاحبه‌های نیمه‌ساختارمند با خبرگان صنعت بسته‌بندی ایران انجام شد که این اقدامات منجر به شناسایی عناصر تشکیل‌دهنده چارچوب پایداری مدل کسب‌وکار اقتصاد چرخشی و عوامل مؤثر بر پایداری مدل کسب‌وکار اقتصاد چرخشی گردید. در نهایت، با ادغام و دسته‌بندی این عوامل، چارچوب پایداری مدل کسب‌وکار مبتنی بر بازیابی منابع و چارچوب پایداری مدل کسب‌وکار مبتنی بر ورودی‌های چرخشی با 5 جز کلیدی پایداری مدل کسب‌وکار، نهادی، فناوری، بازار و محیط‌زیستی ارایه گردیده ‌است.

https://www.smsjournal.ir/article_236420_86492cd8ce6bfb031acd930f49429d9e.pdf

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Analyzing the factors influencing the sustainable development of health tourism in Iran with a systems dynamics approach الگوی توسعه پایدار گردشگری سلامت در ایران با رویکرد پویایی‌شناسی سیستم‌ها 31 55 236414 10.22034/smsj.2025.516562.2135 FA ناصر صفایی استادیار، دانشکده مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی تهران، ایران 0000-0003-1889-2230 مریم کاوئی دانشجوی دکتری، دانشکده مهندسی صنایع، دانشگاه صنعتی خواجه نصیرالدین طوسی تهران، ایران محمدرضا بهرامی دانشجوی دکتری، مدیریت صنعتی، دانشگاه آزاد اسلامی واحد تهران جنوب تهران، ایران 0000-0002-2687-2291 Journal Article 2025 04 16 Extended Abstract Introduction: The tourism industry, as one of the most important pillars of economic, social, and cultural development, plays a key role in creating job opportunities, strengthening local infrastructure, and improving the quality of life in communities. This industry, which ranks as the third-highest revenue-generating sector globally after oil and gas and chemical industries, has particularly garnered the attention of policymakers and planners in developing countries. Among its various branches, health tourism holds a special place due to its combined medical, economic, and social benefits. This branch of tourism, encompassing three main subcategories—wellness tourism, therapeutic tourism, and medical tourism—aims to improve individuals' physical and mental health while attracting foreign exchange revenues, presenting itself as an effective tool for sustainable development. Iran, with its diverse natural resources such as hot springs and mud therapy sites, advanced medical infrastructure, affordable healthcare costs, and highly skilled medical professionals, possesses significant potential to become one of the leading hubs for health tourism in the world. Additionally, Iran's excellent geographical position and historical and natural attractions further enhance its appeal as a health tourism destination. However, challenges such as the lack of coherent management, weaknesses in international advertising, and insufficient infrastructure development have hindered the optimal utilization of these capacities. Meanwhile, regional competitors like the United Arab Emirates, Turkey, and Jordan have captured a significant share of the global health tourism market through extensive investments and targeted marketing. This regional competition underscores the urgency of designing operational strategies and macro-policies in Iran. Methodology: The main purpose of this research is to identify the factors influencing the sustainable development of health tourism in Iran and to present a comprehensive model based on the system dynamics approach. This applied study analyzes causal relationships and mutual feedback among key variables, utilizing dynamic modeling to simulate system behavior and predict various scenarios. In this study, key variables such as healthcare infrastructure, the number of health tourists, service quality, investment, and international advertising are identified and analyzed using causal-loop diagrams. The stock-and-flow model was designed and implemented with Vensim software. Various scenarios are simulated to analyze system behavior. Model validation is conducted through sensitivity analysis, structure testing, extreme condition examination, and comparison of predicted results with real data. Additionally, expert feedback from the health tourism sector was utilized to refine and improve the model. Results and Discussion: In this study, the scenarios of increasing investment in security and welfare facilities, increasing the advertising budget, and enhancing medical services and facilities have been presented.The dynamic hypothesis of the study suggests that increasing investment in healthcare infrastructure, improving service quality, and effective advertising lead to the development of health tourism, economic growth, and strengthened infrastructure. However, negative factors such as environmental pressure and a shortage of specialized personnel may hinder this process. This modeling facilitates the analysis of system complexities and the identification of optimal policies for sustainable development. Conclusion: In this paper a stock-and-flow model was designed, enabling the simulation of system behavior over different time periods. In the simulation phase, various tests, including sensitivity analysis, comparison with real-world data, and boundary condition analysis, were conducted. The results of these tests demonstrated high accuracy and validity of the model. Using this model, three key policy scenarios were defined and simulated to analyze different impacts on the system. The findings indicated that focusing on improving medical facilities and investing in international advertising are among the most effective strategies for enhancing Iran's position in health tourism. The study's findings highlighted that the sustainable development of health tourism is significantly influenced by variables such as investment in infrastructure, the quality of medical services, international advertising, and interdepartmental coordination. Feedback loop analysis revealed that positive feedback loops, such as increased revenue from tourists and reinvestment in infrastructure, play a crucial role in achieving sustainability. In contrast, negative feedback loops, such as declining service quality due to reduced investment, can limit the development of this industry. Sensitivity analysis showed that targeted advertising and revenue per tourist are the most influential variables in attracting health tourists. Moreover, a comparison of findings with previous research indicated that the results of this study are consistent with prior studies. For instance, the research by Figueiredo et al. (2024) also confirmed the impact of advertising on attracting health tourists. Similarly, the findings of Tsakouropoulos et al. (2023) regarding the importance of medical service quality align with the results of this study. پژوهش حاضر با هدف تحلیل عوامل مؤثر بر توسعه پایدار گردشگری سلامت در ایران و ارائه الگویی جامع با بهره‌گیری از رویکرد پویایی سیستم انجام‌شده است. این پژوهش از نوع کاربردی و توصیفی _ تحلیلی است که با شناسایی متغیرهای کلیدی شناسایی‌شده و روابط آن‌ها در قالب نمودارهای علت-معلولی و الگوهای حالت-جریان مورد بررسی قرار گرفته‌اند. الگو طراحی‌شده شامل شش حلقه بازخورد مثبت و یک حلقه بازخورد منفی است که به‌صورت جامع پیچیدگی روابط میان عواملی نظیر سرمایه‌گذاری، کیفیت خدمات درمانی و تبلیغات بین‌المللی را تبیین می‌کند. به‌منظور ارزیابی صحت و کارآمدی الگو، فرآیند اعتبارسنجی با استفاده از تحلیل حساسیت، آزمون شرایط حدی و مقایسه آن با داده‌های واقعی صورت پذیرفت. یافته‌ها حاکی از آن بود که الگوی ارائه‌شده قادر به شبیه‌سازی رفتار سیستم و پیش‌بینی تأثیر سیاست‌های مختلف است. همچنین برای سنجش کارایی الگو، سه سناریوی کلیدی شامل افزایش تبلیغات بین‌المللی، ارتقاء تسهیلات پزشکی و بهبود امنیت و رفاه عمومی تحلیل شدند. نتایج نشان داد ارتقای تسهیلات پزشکی بیشترین تأثیر را در جذب گردشگران سلامت و افزایش رضایت آن‌ها داشته است. این موضوع بیانگر اهمیت سرمایه‌گذاری هدف‌مند در زیرساخت‌های درمانی و به‌کارگیری تبلیغات مؤثر است که ابزاری برای تقویت حلقه‌های بازخورد مثبت در سیستم گردشگری سلامت تلقی می‌شود. الگوی طراحی‌شده پژوهش می‌تواند ابزار کاربردی برای سیاست‌گذاران در راستای دستیابی به توسعه پایدار گردشگری سلامت در ایران مورداستفاده قرار گیرد.

https://www.smsjournal.ir/article_236414_d8718401ba690fbe71d0f1f8ff0d91be.pdf

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Investigating the role and impact of social responsibility factors on the formulation of public policy in knowledge centers بررسی نقش و تاثیر عوامل مسئولیت‌پذیری اجتماعی بر تدوین خط‌مشی‌گذاری عمومی در مراکز دانشی 57 73 236410 10.22034/smsj.2025.507858.2125 FA محمدرضا زاهدی دانشیار، دانشکده مدیریت و صنایع، دانشگاه صنعتی مالک اشتر، تهران، ایران محمد احمدی کارشناس ارشد مدیریت، دانشکده مدیریت، دانشگاه آزاد اسلامی، تهران، ایران Journal Article 2025 02 21 Introduction: The goals of any organization depend on the responsibility of that organization; in this research, the subject under consideration should be clarified and the reader should be able to understand its meaning. This is a review of research and studies that have been conducted to explain the impact of social responsibility on the formulation of public policy. Farhangian University was established after going through legal procedures and with the signature of the then president in March 2011; a university that at the time of its formation had nearly one hundred years of experience in various fields of training aspiring teachers. Farhangian University was established in pursuit of achieving the lofty goals of the Islamic Republic of Iran system and, in line with the vision document, the comprehensive scientific map of the country, and the fundamental transformation document of education, with the aim of providing and training specialized, committed, and efficient human resources for the Ministry of Education. Farhangian University is responsible for providing and training teachers, managers, and efficient employees required at the level of the Islamic Republic, empowering and improving the specialized competencies of the Ministry of Education's human resources with an emphasis on cultivating pious, entrepreneurial, and creative forces in producing knowledge, etc. Also, creating transformation and innovation in the country's teacher training system, reforming and improving the educational and research methods and programs of teacher training, developing the field of research and strengthening the research spirit, and expanding the knowledge, insight, and skills of human resources are among the most important goals of this strategic university. Considering the nature of Farhangian University in training the educated class and the main educators of education, this research examines the effect of social responsibility on the formulation of public policy. Methodology: The present study is applied in terms of purpose and descriptive-survey research in terms of data collection. The statistical population of the study is 866 employees of Farhangian University, and the sample size is estimated to be 264. The research instrument was a self-administered questionnaire, validated through expert judgment. Its reliability is 80 percent. Results and Discussion: The present study was conducted with the aim of investigating the effect of social responsibility on the formulation of public policy. The statistical population of the study was selected as employees of Farhangian University. According to the results obtained from inferential statistics, social responsibility has an effect on the formulation of public policy at Farhangian University. In explaining the effect of social responsibility on the formulation of public policy, it can be stated that employees are inclined to be socially responsible and believe that they can increase the formulation of public policy by using social responsibility. Therefore, it is necessary to increase the awareness of employees in this regard in a desirable way and provide appropriate information in this regard and about the types of responsibility. Conclusion: Similarly, regarding the impact of moral responsibility on the formulation of public policy, it can be stated that one way to increase the sense of responsibility in university personnel is for senior individuals to fulfill their responsibilities towards subordinates well. Regarding the confirmation of Farhangian University's responsibility in humanitarian affairs on the formulation of public policy, it can be stated that with financial and non-financial support, humanitarian support, financial and non-financial support to combat specific diseases, the organization can take steps towards the formulation of public policy. The results of this study are in line with Islamic Research (1402), Zarei et al. (1402), Mirbagheri et al. (1402), Nguyen et al. (2021), Singh and Misra (2021). هدف این پژوهش مطالعه بررسی نقش و تاثیر عوامل مسئولیت‌پذیری اجتماعی بر تدوین خط‌مشی‌گذاری عمومی است. تحقیق حاضر از نظر هدف کاربردی و از نظر گردآوری داده‌ها در زمره پژوهش‌های توصیفی- پیمایشی می‌باشد. جامعه آماری تحقیق، کارکنان دانشگاه فرهنگیان مشتمل بر 866 نفر بوده و میزان نمونه آماری 264 نفر بهروش تصادفی ساده برآورد گردیده است. ابزار تحقیق، پرسش‌نامه‌ استاندارد بوده که به روش خبرگی بومی‌سازی و مورد تأیید قرار گرفته است. میزان پایایی ابزار پژوهش ۸۰ درصد برآورد شد. یافته‌های تحقیق نشان می‌دهد در تبیین تاثیر مسئولیت‌پذیری اجتماعی بر تدوین خط‌مشی‌گذاری عمومی می‌توان بیان نمود که کارکنان تمایل به مسئولیت‌پذیری اجتماعی و بر این باور هستند که با استفاده از مسئولیت‌پذیری اجتماعی می‌توانند تدوین خط‌مشی‌گذاری عمومی را افزایش دهند. در ادامه بر نقش مسئولیت‌پذیری اقتصادی بر تدوین خط‌مشی‌گذاری عمومی می‌توان بیان نمود کاهش هزینه‌های استخدام و آموزش و ترک کار کارکنان دانشگاه که ارزشمندترین منابع سازمانی هستند را در پی خواهد داشت و همچنین تاثیر مسئولیت‌پذیری قانونی بر تدوین خط‌مشی‌گذاری عمومی می‌توان بیان نمود از طرفی مدیران بهتر است تدابیری را برای آموزش اصول و قواعد به کارکنان بیندیشند. به همین منوال در تاثیر مسئولیت‌پذیری اخلاقی بر تدوین خط‌مشی‌گذاری عمومی می‌توان بیان نمود یکی از راه های افزایش حس مسئولیت‌پذیری در افراد دانشگاه این است که افراد بالا سری به مسئولیت خود در قبال افراد زیر مجموعه به خوبی عمل کنند.

https://www.smsjournal.ir/article_236410_b832c2f3e3bb596cffccbb5107a11f1c.pdf

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Identification and explanation of a job satisfaction model for enhancing organizational performance through human capital synergy among scientific assistants تأثیر ادراک سیاست‌های سازمانی کارکنان در بروز رفتارهای ضد تولید فردی و سازمانی با نقش واسطه‌ای خصومت 75 96 236418 10.22034/smsj.2025.521446.2147 FA صمد رحیمی اقدم دانشیار، گروه مدیریت دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران 0000-0001-9103-3163 محمد فاریابی دانشیار، گروه مدیریت دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران بهزاد حاجی حسینلو دانش آموخته کارشناسی ارشد، دانشکده اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران جواد مقتدر کارگران دانش آموخته دکتری تخصصی مدیریت، پژوهشگر و مدرس دانشگاه، تبریز، ایران 0000-0002-3825-0983 Journal Article 2025 05 05 Introduction: The success of an organization largely depends on the efforts of its employees, as they implement strategic action. Just as other social sciences have continued to evolve in their theories and models, organizational behavior has also transformed from a relatively simple discipline with a narrow focus into a much richer and more comprehensive field. A set of new concepts and variables has emerged as part of this evolution in theory and research. Although some of these newly defined behaviors are functional in nature, others are significantly less functional. We call these behaviors the "dark side" of organizational behavior, which includes motivated behaviors by an employee or a group of employees that have negative consequences for an individual in the organization, other groups within the organization, or the organization itself. Counterproductive Work Behaviors (CWB) encompass a wide range of employee behaviors that are detrimental to organizations. All counterproductive and dysfunctional actions and behaviors share the common characteristic of violating the legitimate interests of an organization and are potentially harmful to its members or the organization as a whole. Research defines dysfunctional work behaviors as actions intended to harm the organization or its other members. Examples of dysfunctional behaviors include aggression, verbal conflicts between employees, gossiping and stealing from colleagues, spreading rumors, theft from the organization, sabotage and destruction of organizational resources, sharing confidential organizational information, and shirking work. Methodology: The present study is applied in terms of purpose, descriptive in terms of the level of control over variables, and field-based in terms of data collection method, with the data collection tool being a questionnaire. The statistical population of this research includes all employees of the East Azerbaijan Building Engineering Organization, whose number, according to the organization's statistics in the year 1401 (2022-2023), is 205 people. The sample size, calculated using Cochran's formula, was selected as 134 from the aforementioned population. Sampling was done randomly. The research questionnaire contains indicators related to measuring variables to answer the research questions and examine the hypotheses. A questionnaire was used to collect data. The questionnaire used in the study consisted of two types of questions: general and specialized. The first category covered general information about respondents’ individual characteristics such as gender, age, and education level, while the remaining questions were dedicated to the scales related to the research variables. Also, to collect data, the questionnaire developed by Misler et al. (2019) was used to measure the research variables. The questionnaire was based on a five-point Likert scale. All questions were formatted on a 5-point Likert scale, with scores assigned as follows: 5 for strongly agree, 4 for agree, 3 for neutral, 2 for disagree, and 1 for strongly disagree. Results and Discussion: To examine the assumption of normality of the data distribution, the Shapiro-Wilk test was performed. The results indicated that all research variables follow a normal distribution (significance level > 0.05). Therefore, the use of parametric methods and structural modeling is appropriate. According to Table 5 and the presence of an indirect effect between the perception of organizational policies and individual and organizational counterproductive work behavior, it can be concluded that the impact of the independent variables on the dependent variables is also conditional and indirect. Therefore, the mediating role of employee hostility between the perception of organizational policies and individual and organizational counterproductive work behavior is confirmed, with the magnitude of this indirect effect being 0.248 and 0.177, respectively. The research findings are highly significant for human resource managers and organizational leaders. Creating transparency in decision-making, reducing political behaviors, and promoting organizational justice are among the most important strategies that can mitigate employees' negative perceptions. Furthermore, designing psychological interventions to reduce hostility among employees through training in communication skills and conflict management is recommended. Conclusion: The present study aimed to examine the effect of employees’ perception of organizational policies on the occurrence of individual and organizational counterproductive behaviors, with hostility as a mediating variable. Data analysis using structural equation modeling showed that all research hypotheses were confirmed. Specifically, the perception of organizational policies has a significant and positive effect on hostility, as well as on individual and organizational counterproductive behaviors. Moreover, hostility, as a mediating variable, strengthens this relationship. These findings indicate that perceived unfair policies within an organization increase tension and hostility among employees, creating a context for the emergence of inefficient and destructive behaviors. This research, conducted for the first time in Iran, demonstrated a positive effect among the study hypotheses and confirmed the mediating role of hostility, which is consistent with similar studies conducted internationally. هدف این پژوهش تعیین تأثیر ادراک سیاست‌های سازمانی کارکنان در بروز رفتارهای ضد تولید فردی و سازمانی با نقش واسطه‌ای خصومت بود. بر این اساس فرضیه‌هایی مطرح و مدل مفهومی برای تحقیق در نظر گرفته شد که طی آن ادراک سیاست‌های سازمانی به عنوان متغیر مستقل، رفتارهای ضدتولیدفردی و سازمانی کارکنان به عنوان متغیرهای وابسته و خصومت کارکنان نیز به عنوان متغیر میانجی درنظر گرفته شدند. بدین منظور جامعه آماری این پژوهش شامل تمامی کارکنان سازمان نظام مهندسی ساختمان آذربایجان شرقی درنظرگرفته شد. 134 نفر با استفاده از فرمول کوکران به عنوان حجم نمونه انتخاب گردید. برای سنجش متغیرهای تحقیق از پرسشنامه میسلر و همکاران (2019) استفاده شد. تحلیل آزمون فرضیه‌های پژوهش که به روش معادلات ساختاری و تحلیل مسیر با نرم افزار اسمارت پی ال اس و اس پی اس اس انجام گرفت؛ نشان دادند که ادراک سیاست‌های سازمانی تأثیر مثبت و معناداری بر خصومت و رفتارهای ضدتولید فردی و سازمانی کارکنان دارد. خصومت نیز تأثیر مثبت و معناداری بر رفتارهای ضد تولید فردی و سازمانی کارکنان داشته است. همچنین نقش میانجی خصومت کارکنان نیز در رابطه بین ادراک سیاست‌های سازمانی با رفتارهای ضدتولیدفردی و سازمانی تأیید شد.

https://www.smsjournal.ir/article_236418_2e952031a0bc73075bf2ea9258bf8144.pdf

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Interpretive structural modeling of factors affecting strategic alliance success مدل‌سازی ساختاری تفسیری عوامل مؤثر بر موفقیت اتحاد راهبردی 97 116 236419 10.22034/smsj.2025.522666.2151 FA فاطمه زارع فارغ التحصیل کارشناسی ارشد، دانشکده کسب‌وکار و اقتصاد، دانشگاه خلیج‌فارس، بوشهر، ایران ابراهیم رجب پور دانشیار، دانشکده کسب‌وکار و اقتصاد، دانشگاه خلیج‌فارس، بوشهر، ایران 0000-0002-5299-4081 Journal Article 2025 05 11 Introduction: This study investigates a well-established stream of research in strategic management that examines firm boundaries. It demonstrates how companies can transcend these boundaries through strategic alliances to access critical resources and knowledge. Strategic alliances are defined as voluntary collaborations between firms to develop technologies, services, or products, allowing cooperation without significant equity investment. These alliances are important sources of competitive advantage, as they expand firms' resources and knowledge bases, facilitating innovation and inter-organizational learning. Despite their significance, reported failure rates of strategic alliances range from 30% to 70%, underscoring the importance of identifying key success factors. Potential causes of failure include unforeseen events, cultural differences, challenges in knowledge transfer, structural instability, and managerial issues. This study has both theoretical and practical significance by identifying success factors specific to Iran's oil, gas, and petrochemical industries, thereby contributing to improved performance, cost efficiency, and enhanced competitiveness. Given the increasing prevalence of strategic collaborations and the concomitant high failure rates, understanding these factors is essential for the success of strategic alliances in this sector. Methodology: The study employs an applied, descriptive-survey approach to identify and model the factors influencing the success of strategic alliances in Iran's oil, gas, and petrochemical industries. First, an extensive literature review was conducted to compile a comprehensive list of potential success factors for strategic alliances, particularly within the context of the targeted industry. These factors were then refined through consultation with an expert panel composed of university professors and senior managers, each possessing substantial experience (5–10 years) in the oil, gas, and petrochemical sectors. A purposive sampling method ensured that participants had the highest level of expertise and familiarity with the subject. Ultimately, 16 experts participated in the study. A bespoke questionnaire, based on the finalized set of factors, served as the primary data collection instrument. Its content validity was established through expert review, and its reliability was confirmed by calculating Cohen’s Kappa coefficient, which yielded a value of 0.72, indicating satisfactory reliability. For data analysis, Interpretive Structural Modeling (ISM) was utilized. ISM is a structured methodology for identifying and summarizing relationships among variables to develop a multilevel hierarchical model. The process began with the creation of a Structural Self-Interaction Matrix (SSIM), wherein participants specified pairwise relationships among the identified factors using predefined symbols (V, A, X, O) to indicate direction and influence. The SSIM was then transformed into an initial reachability matrix and subsequently refined into a final reachability matrix to ensure logical consistency and transitivity of relationships. The driving power and dependence of each factor were computed, and factors were classified accordingly using MICMAC analysis. This systematic approach enabled the identification of key driving and dependent factors, providing a robust framework for understanding the dynamics of strategic alliance success in the studied industry. Results and Discussion: The findings revealed nine critical factors that significantly impact the success of strategic alliances in the oil, gas, and petrochemical industries. These factors include resource sharing, partner coordination, effective communication, trust-building, cultural compatibility, collaboration, conflict resolution mechanisms, mutual commitment, and appropriate partner selection. Through ISM analysis, a multilevel hierarchical model was developed to illustrate the direct and indirect relationships among these factors. The results indicated that factors such as partner selection and cultural compatibility occupy foundational positions in the hierarchy, serving as prerequisites for the development of trust and effective collaboration. Mutual commitment and conflict resolution mechanisms were identified as essential for sustaining alliances, whereas resource sharing and effective communication were found to enhance operational efficiency and drive innovation. The MICMAC analysis further categorized the factors based on their driving and dependence powers, highlighting the pivotal role of foundational factors in shaping overall alliance success. These insights underscore the importance of adopting a holistic and strategic approach to alliance management, where attention to both structural and relational dimensions are crucial. Conclusion: This study offers a comprehensive framework for understanding the key determinants of strategic alliance success within Iran's oil, gas, and petrochemical sectors. By applying ISM and MICMAC methodologies, the study not only identifies the most influential factors but also elucidates their interrelationships and hierarchical significance. The findings provide practical guidance for managers and decision-makers, emphasizing the importance of careful partner selection, fostering cultural compatibility, and establishing robust mechanisms to build trust, ensure commitment, and resolve conflicts. Implementing these strategies can lead to improved operational performance, enhanced innovation, and greater competitive advantage for companies engaged in strategic alliances. Ultimately, the study highlights the necessity of adopting an integrated management approach to ensure the sustainability and effectiveness of strategic collaborations in such complex and dynamic industrial environments. این پژوهش به شناسایی و مدل‌سازی عوامل مؤثر بر موفقیت اتحادهای استراتژیک در صنایع نفت، گاز و پتروشیمی می‌پردازد و به اهمیت روزافزون و نرخ بالای شکست این اتحادها توجه دارد. این مطالعه که از نوع کاربردی و توصیفی - پیمایشی است، با مشارکت ۱۶ نفر از خبرگان صنعت انجام شده و برای شناسایی عوامل کلیدی، ابتدا مرور ادبیات انجام گرفته و سپس پرسش‌نامه‌ای محقق ساخته، مدل‌سازی ساختاری تفسیری و تحلیل میک‌مک به‌کاررفته است. نتایج پژوهش نشان می‌دهد که ۹ عامل کلیدی شامل اشتراک‌گذاری منابع، هماهنگی بین شرکا، ارتباطات مؤثر، اعتمادسازی، سازگاری فرهنگی، همکاری، مکانیسم‌های حل تعارض، تعهد متقابل و انتخاب شریک مناسب، نقش اساسی در موفقیت اتحادهای استراتژیک دارند. این پژوهش با افزایش درک نسبت به عوامل موفقیت اتحاد در صنعت نفت و گاز و پتروشیمی ایران، راهکارهای عملی برای مدیران ارائه می‌دهد و بر اهمیت انتخاب شریک مناسب، سازگاری فرهنگی و مدیریت تعارض برای بهبود عملکرد و پایداری اتحادها تأکید دارد. یافته‌ها نشان داد که موفقیت اتحادهای استراتژیک در صنعت نفت، گاز و پتروشیمی ایران، تابعی از روابط سلسله‌مراتبی میان عوامل رفتاری، ساختاری و محیطی است. در مدل مدل‌سازی ساختاری تفسیری، انتخاب شریک مناسب و سازگاری فرهنگی به‌عنوان عوامل پیشران؛ و همچنین، اشتراک منابع و حل تعارض به‌عنوان پیامدهای سیستم شناسایی شدند. این نتایج بر اهمیت زیرساخت‌های رفتاری در موفقیت اتحادها در بافت پیچیده صنعت نفت ایران تأکید دارد.

https://www.smsjournal.ir/article_236419_ca8c91fb9491159f7b56a8104b7a63f0.pdf

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Analysis of Macro-Level Supportive Strategies for Enhancing the International Competitiveness of Knowledge-Based Companies واکاوی راهبردهای حمایتی کلان در توسعه رقابت‌پذیری بین‌المللی شرکت‌های دانش‌بنیان 236421 10.22034/smsj.2025.523453.2153 FA خدیجه عزیزی دانشجوی دکترای کارآفرینی 0000-0003-0811-593X بیژن رضایی دانشیار گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران. 0000-0001-8753-5136 یوسف محمدی فر گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران. نادر نادری گروه مدیریت و کارآفرینی، دانشکده اقتصاد و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران. Journal Article 2025 05 14 Abstract Introduction: Knowledge-based companies are central to the global shift toward a knowledge-driven economy, serving as key drivers of innovation, employment, and international competitiveness. By leveraging advanced technologies and innovative products, these companies significantly strengthen national economies on the global stage. However, knowledge-based companies in emerging markets like Iran face substantial barriers to entering and sustaining their presence in global markets, including limited financial resources, regulatory inefficiencies, underdeveloped export infrastructure, and inadequate support systems. Thus, governmental macro-support policies are essential for facilitating their internationalization. This study examines macro-level supportive strategies adopted by countries that have successfully advanced their knowledge-based sectors globally, specifically Germany, Canada, Turkey, Russia, Italy, and South Korea—identified as exemplary models by the Export Development and Technology Exchange Fund. The primary aim is to develop a tailored policy framework for Iran to identify and prioritize key policy dimensions to enhance the international competitiveness of its knowledge-based companies. Methodology: This applied research employs a mixed-methods approach, combining qualitative depth with quantitative generalizability. In the qualitative phase, comprehensive content analysis of official documents, international reports, academic articles, and policy papers from the six selected countries was inductively analyzed to identify and categorize key policy support themes as axial codes, representing core macro-policy dimensions. In the quantitative phase, the Analytical Hierarchy Process (AHP) prioritized these dimensions based on their relevance to Iran’s innovation ecosystem. A structured pairwise comparison questionnaire was administered to 12 experts, including policymakers, academics, and knowledge-based company managers from Iran’s innovation ecosystem. Expert Choice software calculated consistency ratios and assigned weights to each policy dimension, ensuring methodological rigor. The model identified seven key supportive strategies: (1) export education and skill development, (2) financial support and capital provision, (3) international branding and soft power (a nation’s ability to influence through cultural appeal and persuasion, enhancing global visibility for its companies), (4) global networking, (5) trade and customs facilitation, (6) opportunity-generating interventions (policies fostering new business opportunities for knowledge-based SMEs through advisory programs, market access facilitation, and specialized investment funds), and (7) investment in technological infrastructure. Results and Discussion: The findings reveal significant variations in how the studied countries deploy policy instruments to support knowledge-based companies. Germany and South Korea lead in innovation-oriented subsidies and R&D investments, exemplified by Germany’s High-Tech Strategy and South Korea’s substantial GDP allocation to R&D. Canada excels in tax incentives (e.g., SR&ED), while Turkey focuses on branding (e.g., Turquality) and SME support (e.g., KOSGEB). Export training is robust in Italy and Germany. South Korea and Turkey provide effective low-interest loans. Global networking is fostered through international trade fairs (e.g., Hannover Messe, Milan Design Week) in Germany, Italy, and Turkey. South Korea leverages cultural diplomacy (e.g., K-pop) for national business visibility, while Turkey’s Turquality enhances international positioning. Trade facilitation policies, like Turkey’s Inward Processing Regime and South Korea’s free trade agreements, streamline customs and reduce barriers. South Korea (e.g., Daedeok Innopolis) and Germany (e.g., Industrie 4.0) have invested heavily in technological infrastructure, creating robust R&D platforms. The AHP analysis identified export training and skill development (29.8%) and financial support and capital provision (27.8%) as Iran’s top priorities, followed by international branding and soft power (17.6%), global networking (10.7%), trade and customs policies (7.1%), opportunity-generating interventions (4.4%), and technological infrastructure (2.7%). This prioritization highlights critical gaps in Iran’s innovation ecosystem, particularly in export readiness and capital access, aligning with prior research (e.g., Norouzi et al., 2024; Riyanto et al., 2024) emphasizing integrated financial and capacity-building support. The study underscores that adopting international models requires contextual adaptation to avoid inefficiencies. Iran’s focus on training and financial support addresses urgent skill gaps and capital constraints. While technological infrastructure is important, immediate human capital and financial mechanisms are more critical. South Korea and Germany demonstrate that sustained R&D and infrastructure investment, coupled with strategic branding and networking, drives long-term competitiveness. Conclusion: This study demonstrates that government macro-level policies are pivotal for the internationalization of knowledge-based companies. The comparative analysis highlights the need for an integrated policy mix encompassing financial incentives, human capital development, infrastructure investment, and global branding. Successful implementation requires close alignment with local realities, robust institutional coordination, and broad ecosystem engagement. For Iran, immediate priorities include establishing comprehensive export education programs and diverse financial mechanisms, such as venture capital funds, innovation grants, and targeted tax incentives. Strategic investments in technology parks, proactive international marketing, and adaptive regulatory reforms are essential to overcome barriers to global market entry. Additionally, fostering public-private partnerships and leveraging digital platforms for market intelligence can enhance access to global opportunities. A holistic ecosystem approach, with collaboration among universities, industries, and governments under a unified innovation agenda, is critical for nurturing globally competitive knowledge-based companies. This study provides a comprehensive policy framework grounded in global best practices and tailored to Iran’s socio-economic context. It enables strategic interventions, including mentorship programs with experienced exporters and regional trade hubs, to enhance Iran’s competitiveness in the global knowledge economy, fostering sustainable economic growth and innovation. شرکت‌های دانش‌بنیان، به‌عنوان پیشران‌های اقتصاد دانش‌بنیان، نقش حیاتی در تقویت رقابت‌پذیری جهانی کشورها دارند. این پژوهش با هدف شناسایی و تحلیل سیاست‌های کلان حمایتی در کشورهای آلمان، کانادا، ترکیه، روسیه، ایتالیا و کره جنوبی، به‌منظور ارائه الگویی بومی برای ایران انجام شد. مطالعه از رویکرد آمیخته (کیفی-کمی) بهره برد؛ در بخش کیفی، اسناد و سیاست‌های حمایتی با تحلیل محتوا بررسی شدند و در بخش کمی، با استفاده از روش AHP و نظرات خبرگان، عوامل کلیدی اولویت‌بندی گردیدند. نتایج نشان داد که آموزش مهارت‌های صادراتی و حمایت‌های مالی، به‌ترتیب، مهم‌ترین راهبردها برای موفقیت شرکت‌های دانش‌بنیان ایرانی در بازارهای بین‌المللی هستند. براساس نتایج پژوهش سیاست‌های حمایتی باید فراتر از کمک‌های مالی، شامل توسعه زیرساخت‌های فناورانه، تقویت شبکه‌سازی بین‌المللی و برندسازی جهانی باشند. این یافته‌ها تأکید دارند که برای ارتقای جایگاه جهانی شرکت‌های دانش‌بنیان ایران، طراحی سیاست‌های منسجم، متناسب با شرایط بومی و بهره‌مندی از تجارب موفق جهانی ضروری است. چنین سیاست‌هایی می‌توانند با تمرکز بر آموزش، زیرساخت و ارتباطات بین‌المللی، توان رقابتی این شرکت‌ها را در عرصه جهانی تقویت کنند. از این رو، موفقیت این شرکت‌ها مستلزم هماهنگی سیاست‌ها و تطبیق آن‌ها با نیازهای داخلی و استانداردهای جهانی است تا جایگاه ایران در اقتصاد دانش‌بنیان جهانی بهبود یابد

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Designing a Conceptual Framework for Urban Co-Creation in Participatory Governance طراحی چارچوب مفهومی هم‌آفرینی شهری در حکمرانی مشارکتی 236415 10.22034/smsj.2025.517289.2137 FA زینب مولوی مدیریت سیاست گذاری عمومی 0009-0003-2837-5461 Journal Article 2025 04 17 Introduction: In recent years, classical participatory processes led by municipalities and governmental institutions have increasingly failed to respond effectively to the complexity and dynamism of urban governance. These traditional methods often suffer from limited citizen involvement, top-down decision-making, and a lack of flexibility in responding to evolving urban challenges. Consequently, there is a growing need for innovative, adaptive, and inclusive approaches that can foster more meaningful and sustainable participation in urban development. This study seeks to address this gap by developing a comprehensive conceptual framework for urban co-creation within the context of participatory governance. The primary aim is to explore and clarify the roles and interactions of various urban actors—citizens, governmental institutions, and intermediaries—and to construct a practical strategy for enhancing citizen engagement in the urban management process. Through this framework, the study aspires to contribute to the theoretical and operational understanding of how co-creation can be institutionalized within urban governance systems to produce more democratic, responsive, and equitable outcomes. Methodology: The research adopted an applied and developmental design, integrating both qualitative and quantitative approaches through a mixed-methods methodology. The initial phase involved an extensive literature review of existing models and conceptual frameworks related to co-creation and urban participatory governance. This theoretical exploration led to the formulation of a preliminary conceptual model consisting of potential components and phases of urban co-creation. To validate and refine the preliminary framework, the Delphi method was employed in three rounds. The Delphi technique is widely used in exploratory and consensus-seeking research to harness expert opinions. A panel of 32 experts was selected, comprising university academics, urban governance practitioners, municipal decision-makers, and specialists in citizen participation and urban planning. Data collection tools included document analysis and a semi-structured questionnaire based on a 7-point Likert scale. In each Delphi round, participants were asked to assess the relevance, clarity, and importance of identified components and dimensions. Statistical analyses were performed at each stage to measure the level of consensus. Kendall’s coefficient of concordance (W) was calculated to assess the degree of agreement among panelists, and the binomial test was used to confirm the acceptability of individual items based on a 70% agreement threshold, as recommended by expert consultation. Results and Discussion: The final conceptual framework of urban co-creation includes three primary components: 1. Actors Involved in Co-Creation – This component identifies the roles of citizens, municipal authorities, civil society organizations, and intermediaries in the co-creation process. 2. Interactive Communication Mechanisms – This refers to the tools and platforms (both formal and informal) that facilitate ongoing dialogue, mutual learning, and shared decision-making. 3. Municipal System – This includes institutional readiness, regulatory frameworks, and organizational structures that support or hinder co-creation efforts. Additionally, the framework outlines four progressive phases of urban co-creation: • Co-Ideation (joint problem identification and idea generation), • Co-Design (collaborative planning and design of solutions), • Co-Production (joint implementation of services or policies), and • Co-Evaluation (shared monitoring and evaluation of outcomes). A total of 15 key elements were validated within these components and phases. During the first round of Delphi, all initial 14 proposed elements were approved by the panel, with one additional element related to municipal regulations being suggested and accepted. In the second round, the 15 elements were re-evaluated using the Likert scale and confirmed. Kendall’s W in the second round was 0.705, indicating strong agreement. In the third round, which involved 30 of the original 32 experts, the coefficient rose to 0.713, showing consistent and strong consensus. The similarity of rankings and stable component structure across the second and third rounds indicated that the process could be concluded at three rounds. Conclusion: This study underscores the necessity of transitioning from conventional, often symbolic participatory practices toward more genuine, dialogical, and co-productive forms of engagement in urban governance. The final conceptual framework provides a structured, yet flexible, approach for municipalities and urban policymakers to design and implement participatory processes that go beyond consultation to active collaboration. By recognizing citizens not merely as recipients of services but as co-creators of urban solutions, cities can build more resilient, inclusive, and adaptive governance systems. The framework offers theoretical insight and practical guidance for future research and application in diverse urban contexts, particularly in rapidly urbanizing societies where citizen trust, legitimacy, and institutional responsiveness are crucial. Ultimately, institutionalizing co-creation in urban governance can foster democratic renewal, enhance public value, and contribute to more just and sustainable urban futures. فرایندهای مشارکتی کلاسیک ایجادشده توسط شهرداری‌ها و دولت‌ها برای حکمرانی مشارکتی شهری، امروزه کارایی کمی دارد. بنابراین، تنوع تجربیات ممکن است برای بیان برخی از راه‌های ترکیبی برای درک فعالیت‌ها و موضوعات مشارکت کافی نباشد و نیاز به روش‌های جدید و نوآورانه در حکمرانی شهری بیش از پیش نمایان است این پژوهش با هدف طراحی چارچوب مفهومی برای هم‌آفرینی در حکمرانی مشارکتی شهری، به تبیین نقش و تعامل بازیگران مختلف در فرآیندهای شهری، راهکاری عملی برای تقویت مشارکت مؤثر و معنادار شهروندان در مدیریت شهری در قالب هم‌آفرینی ارائه دهد. پژوهش حاضر کاربردی- توسعه‌ای و با رویکرد آمیخته انجام گرفت. ابتدا، با مطالعه چارچوب‌ها و مدل‌های موجود هم‌آفرینی و هم‌آفرینی شهری، چارچوب مفهومی اولیه طراحی شد. سپس، با استفاده از سه دور دلفی چارچوب کلی و اجزای آن اعتباربخشی شد. پانل دلفی شامل 32 نفر از خبرگان حوزه مدیریت شهری و حکمرانی در سطح دانشگاه و کارشناسان مشارکت‌های مردمی، توسعه و برنامه‌ریزی شهری در سطح شهرداری‌ها بودند. ابزار گردآوری داده‌ها، اسناد و پرسشنامه ترکیبی بود. چارچوب پیشنهادی در سه بخش (بازیگران، ارتباطات تعاملی و مجموعه شهرداری)، چهار مرحله (هم‌ایده‌پردازی، هم‌طراحی، هم‌تولیدی و هم‌ارزیابی) و 15 مؤلفه نهایی شد. این پژوهش تأکید می‌کند که تحقق هم‌آفرینی شهری نیازمند رویکردی فراتر از مشارکت صوری، در جهت ایجاد ارتباطی اصیل و دوسویه میان نهادهای رسمی و شهروندان می‌باشد.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Identifying and explaining the indicators of Assigning governmental enterprises to Development and Civil of Counties Cooperatives in Ilam Province شناسایی و تبیین شاخص‌های واگذاری بنگاه‌های دولتی به تعاونی‌های توسعه و عمران شهری در استان ایلام 236412 10.22034/smsj.2025.515416.2143 FA اردشیر شیری دانشگاه ایلام 0000-0001-8569-7369 صیدمهدی ویسه دانشگاه ایلام 0000-0001-7769-2701 حامد قاسم پور گروه مدیریت دولتی، دانشکده علوم اقتصاد و اداری، دانشگاه لرستان، خرم آباد، ایران. 0000-0002-4062-6003 Journal Article 2025 04 24 Aim and Introduction The Iranian economy is full of bitter experiences of transferring state-owned enterprises to the private sector, so that a large number of them have either returned to the state or their wheels have stopped forever. For this reason, policymakers and government officials have directed transfers towards Development and Civil of Counties Cooperatives in order to avoid previous failures and strengthen social cooperation. Although examples of the failure of this type of cooperatives in the governance of enterprises can be cited and numerous reasons can be listed, experts consider the lack of indicators in determining the competence of cooperatives that have entered the field of administration and management of enterprises to be one of the fundamental reasons. Therefore, the present study was conducted with the aim of identifying and explaining the indicators of transferring state-owned enterprises to Development and Civil of Counties Cooperatives in Ilam province. Methodology This research is exploratory in nature, and in order to understand the antecedents and consequences, it has explored the experiences of 16 employees of public organizations in Ilam city by using a random sampling method until reaching theoretical saturation. The data is based on the open, axial and selective coding method, combining the terms used by the participants themselves; Analysis and finally the categories and components are obtained. In this way, after conducting the interview, open codes are extracted and then by merging and integrating the open codes, the axial codes are determined. MAXQDA 2020 software was used for data analysis. Then, the components were prioritized using the fuzzy Delphi method. Findings This research is a mixed method in terms of research methodology. In the qualitative phase, thematic analysis strategy was used, and in the quantitative phase, the fuzzy Delphi approach was used. In order to collect data in the first phase, 12 scientific and practical experts were invited to discuss the topic using a focus group method, and in the second phase, 9 of them were invited to participate in the Delphi panel. Discussion and Conclusion The results showed that decision-makers should consider six indicators of the competence of the executives, organizational cohesion, transparency and accountability, financial capacity and economic management, technical capacity and executive management, and local development when transferring a state-owned enterprise to an urban development and development cooperative. Also, the results of the fuzzy analysis show that from the experts' point of view, all six indicators have appropriate importance and validity. For this reason, the competence of those who have declared their readiness to run a state-owned enterprise should first be assessed and then a decision should be made to transfer the enterprise to them. In this way, the challenges and problems that have arisen in past transfers can be partially resolved. One of the concerns of economists and also those involved in the field of cooperatives is that people who claim to run a state-owned enterprise initially enter with motivation, but then their motivation and enthusiasm gradually decrease and they completely abandon the cooperative and the project. This issue has been incorrectly established in the minds of many cooperative executive managers. سیاست‌گذاران و دولت‌مردان به منظور احتراز از شکست‌های پیشین و تقویت همیاری اجتماعی جهت واگذاری‌ها را به سمت‌وسوی تعاونی‌های توسعه و عمران شهری هدایت کرده‌اند. اگرچه می‌توان مصادیقی از عدم توفیق این سِنخ تعاونی‌ها در حکمروایی بنگاه‌ها نام برد و دلایل متعددی را ردیف کرد اما حاذقان امر فقدان شاخص‌ در تعیین صلاحیت تعاونی‌های که برای اداره و مدیریت بنگاه‌ها وارد گود شده‌اند را از دلایل اساسی آن می‌دانند. از این رو پژوهش حاضر با هدف شناسایی و تبیین شاخص‌های واگذاری بنگاه‌های دولتی به تعاونی‌های توسعه و عمران شهری در استان ایلام اجرا شده بود. این پژوهش، از نظر روش تحقیق، ترکیبی است. در فاز کیفی از استراتژی تحلیل مضمونی استفاده شده و در مرحلة کمی، رویکرد دلفی فازی مطمح نظر بوده است. جهت جمع‌آوری داده‌های مرحلة نخست به شیوة گروه کانونی از تعداد 12 نفر از خبرگان علمی و عملی به روش هدفمند دعوت به عمل آمد تا در باب موضوع به گفتگو بنشینند و در مرحلة دوم از تعداد 9 نفر از آنها به منظور حضور در پنل دلفی دعوت به عمل آمد. نتایج نشان داد تصمیم‌گیران می‌بایستی برای واگذاری یک بنگاه دولتی به تعاونی‌ توسعه و عمران شهری 6 شاخص صلاحیت مجریان، انسجام تشکیلاتی، شفافیت و پاسخگویی، توان مالی و مدیریت اقتصادی، توان فنی و مدیریت اجرایی و توسعة محلی را مورد توجه قرار دهند.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Design a Model for Strategic Alliance Risks in Contractor Consortia of Iran's Downstream Oil Industry ارائه مدلی برای ریسک‌های شراکت راهبردی در کنسرسیوم‌های پیمانکاری صنایع پایین‌دستی نفت ایران 242641 10.22034/smsj.2025.527608.2162 FA نازنین پرواره کارشناسی‌ارشد، دانشگاه تهران، پردیس بین‌المللی کیش، کیش، ایران 0009-0000-2504-8922 عطاءاله هرندی استادیار گروه استراتژی، دانشکده مدیریت کسب و کار، دانشگاه تهران، تهران، ایران 0000-0002-4536-8947 حامد وارث دانشیار، دانشگاه تهران، تهران، ایران Journal Article 2025 06 01 Extended Abstract Introduction: Amid intensifying global competition, rapid environmental changes, and growing complexities, particularly within the oil industry, companies are increasingly driven to strengthen their alliances with strategic collaborators to sustain productivity and effectively navigate dynamic market conditions. Strategic alliances have become a vital mechanism for securing essential resources, enhancing competitiveness, entering new markets, and extending supply chains. These alliances are defined by characteristics such as resource and knowledge sharing, risk distribution, and mutual trust and commitment. In oil-based economies like Iran, legal provisions and technical capacities support the formation of such alliances. However, the high failure rate and inherent risks associated with strategic alliances, especially in large-scale oil projects, can lead to substantial losses for firms and adverse impacts on the national economy. Accordingly, a comprehensive understanding of alliance-related risks and the key factors influencing their success or failure is essential for informed strategic decision-making. Methodology: This study adopts an interpretive-symbolic paradigm with an exploratory aim and a developmental-applied nature, employing an inductive and qualitative approach. A multi-phase methodology based on grounded theory was implemented to develop a comprehensive model of strategic alliance risk factors in Iran's downstream oil industry. The research integrates both theoretical and empirical foundations. The population for this study includes industry experts and senior managers in the downstream oil and gas contracting sector. The sample was selected using purposive and snowball sampling methods, targeting key stakeholders with relevant expertise. The sample size was determined by theoretical saturation. In the first phase, a meta-synthesis approach was employed to identify theoretical components using credible academic sources. In the second phase, empirical data were collected through semi-structured interviews with 12 senior industry experts. Data were analyzed using open, axial, and theoretical coding in MAXQDA software. The final phase involved integrating findings from both phases through axial coding to construct a cohesive, multi-layered grounded theory model. This model identifies strategic alliance risks as the central phenomenon and categorizes causal, contextual, and intervening factors, along with mitigation strategies and resulting consequences. Excel and MAXQDA were used for analysis across all stages. Results and Discussion: In this study, a multiple grounded theory model for managing strategic partnership risks in Iran's downstream oil industry was developed by combining both empirical and theoretical approaches. The model consists of six key components in both domains: strategic partnership risks as the central phenomenon, causal factors that lead to the emergence of these risks, contextual factors influencing these risks, intervening factors that either mitigate or exacerbate the risks, strategies to overcome the risks, and finally, the consequences of improper management of these risks. In the first phase of the research, open coding concepts related to each component of the model were extracted. A total of 240 open coding concepts were identified from valid scientific sources, each specifically related to the components of the model, including the central phenomenon, causal conditions, and other model elements. In the second phase, a team of senior managers from Iran's oil industry, responsible for decision-making in strategic partnerships within contractor consortia, was selected as experts. From an initial 131 empirical open codes, 73 final empirical open codes were selected after expert review and filtering, and these codes were subsequently analyzed. In the third phase, the axial coding process resulted in the identification of five theoretical and five empirical subcategories, with four common categories identified as "shared risks." In the causal conditions section, seven theoretical and seven empirical subcategories were identified, with four overlapping categories, including "managerial," "relational," "human resources," "legal," and "cultural" issues. In the contextual conditions section, seven theoretical and four empirical subcategories were determined, with three common subcategories of "economic instability," "legal weakness," and "infrastructure weakness." In the intervening factors section, three theoretical and five empirical subcategories were identified, with two common subcategories, "company characteristics" and "environmental factors." The theoretical and empirical strategies to overcome strategic partnership risks were also categorized into four subcategories, with three common categories: "risk management and planning," "strengthening cooperation and infrastructure," and "improving resources and infrastructure." The similarities and distinctions between the theoretical and empirical findings were visually represented. Finally, the theory was enriched by linking the main categories—central phenomenon, causal conditions, contextual conditions, intervening factors, strategies, and consequences—resulting in a comprehensive narrative of the multiple grounded theories. Conclusion: The proposed model presents both practical and theoretical contributions, with a distinct methodological approach that enhances its credibility and applicability. From a practical standpoint, it equips managers and policymakers with the tools needed to improve decision-making, optimize project performance, and reduce risks in strategic partnerships within the oil industry. By systematically identifying and analyzing potential risks, the model fosters more effective mitigation strategies, contributing to the alignment of projects with broader economic and operational goals. On the theoretical front, the study advances the understanding of risk management in strategic partnerships by offering a comprehensive framework for addressing associated risks. It integrates theoretical insights with empirical findings, identifying key causal, contextual, and intervening factors that enrich the existing literature and provide a robust foundation for future research. One of the significant strengths of this study lies in its methodological approach, which sets it apart from existing literature. The research offers a clear, replicable process for multi-grounded theory modeling, ensuring the results' validity. In phase one, concept identification and coding followed strict meta-synthesis principles, utilizing credible sources. In phase two, interviews were conducted with senior managers from Iran’s downstream oil industry, conducted by a researcher deeply familiar with the field, thus ensuring data reliability. The third phase focused on the transparent integration of theoretical and empirical findings, preserving the integrity of the research. These methodological innovations improve the study's robustness and ensure the model’s broader applicability across various industries and regions. با وجود لزوم بهره‌مندی از مزایای بالقوه این نوع مشارکت در صنعت پایین‌دستی نفتی ایران، نرخ اجتناب از ورود و شکست مشارکت‌های راهبردی بین کنسرسیوم‌های پیمانکاری فعال در این صنعت نگران‌کننده است. در این راستا پژوهش حاضر به دنبال کمک به تصمیم‌گیرندگان صنعت از طریق ارائه مدلی چندگانه و جامع از عوامل ریسک مشارکت راهبردی است. برای این منظور، رویکرد نظریه داده‌بنیاد چندگانه طی فرآیندی متشکل از سه فاز اصلی اتخاذ و اجرا شده است. در فاز اول، به‌منظور تعیین اجزای مدل شامل مقولات اصلی پدیده محوری، شرایط علی، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها از روش فراترکیب منابع علمی معتبر خارجی و داخلی استفاده شده است. حاصل این فرآیند شناسایی 240 کد باز نظری در شش بخش نظریه بود. در فاز دوم مصاحبه‌های نیمه‌ساختاریافته با 12 تن از خبرگان و مدیران ارشد صنعت پایین‌دستی نفت ایران، اجرا شده و نتایج مصاحبه با نرم‌افزار مکس کیودا به 131 کد باز تجربی تبدیل شدند. در فاز سوم، کدگذاری محوری برای کدهای باز نظری و تجربی انجام شده و سپس غنی‌سازی نظریه با پیوند بین مقولات اصلی نظری و تجربی اجرا شد. اعتبار نتایج پژوهش نیز با برآورد شاخص کاپا و پیاده‌سازی مدل کرسول و میلر تأیید شد. نتایج این پژوهش می‌تواند به‌عنوان ابزار جامع مدیریت ریسک در اختیار مدیران مربوطه قرار گیرد تا شاهد شکل‌گیری و عملکرد موفق شراکت‌های راهبردی در این بخش مهم از صنعت ایران باشیم.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 The impact of digital leadership on innovation performance and the role of platform digitalization capability تأثیر رهبری دیجیتال بر عملکرد نوآوری و نقش قابلیت دیجیتالی سازی پلتفرم 236422 10.22034/smsj.2025.525620.2158 FA الله یار بیگی فیروزی استادیار مدیریت بازرگانی، گروه مدیریت و حسابداری، دانشکده مدیریت و حسابداری، دانشگاه پیام نور، تهران، ایران 0000-0003-3676-4400 بهمن خداپناه استادیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران افشار رستمی کارشناسی ارشد مدیریت منابع انسانی ، دانشگاه پیام نور مرکز مهریز Journal Article 2025 05 24 Introduction In the rapidly evolving digital era, organizations face complex and highly competitive environments where innovation serves as a critical strategic tool for achieving competitive advantage and ensuring organizational survival and growth. Digital transformation, driven by disruptive technologies, has reshaped industries, compelling organizations to integrate digital technologies across their operations to enhance efficiency, foster innovation, and create value. Central to this transformation is digital leadership, which combines strategic vision, technological proficiency, and change management skills to guide organizations through digitalization. Digital leaders play a pivotal role in aligning organizational strategies with digital advancements, fostering a culture of innovation, and leveraging digital platforms to enhance operational and innovative performance. The concept of platform digitalization capability, encompassing data integration and process integration, is vital in enabling organizations to adapt to dynamic digital environments, streamline operations, and drive innovation. This study investigates the impact of digital leadership on innovation performance, with a specific focus on the mediating role of platform digitalization capability, particularly through data and process integration, in the context of Zamzam Iran Company. Methodology This study adopts a quantitative, applied research approach grounded in a post-positivist paradigm, aiming to provide practical solutions based on empirical data analysis. The research design is descriptive and cross-sectional, focusing on understanding the relationships between digital leadership, platform digitalization capability (data and process integration), and innovation performance. The study population consists of employees at Zamzam Iran Company, with a sample size of 302 respondents selected through simple random sampling, determined using G*Power software with a 5% error level and 85% test power. Data were collected using a 5-point Likert scale questionnaire adapted from prior studies by Benitez et al. (2022) and Egbert & Ulbricht (2024), ensuring relevance to the variables under investigation. The research process involved five key steps: (1) developing a conceptual model to define variable relationships, (2) designing and refining the questionnaire with expert input, (3) collecting and entering data into Excel for transfer to PLS software, (4) conducting descriptive analysis using tables and charts, and (5) performing inferential analysis through structural equation modeling (SEM) with PLS to test hypotheses. The analysis assessed the reliability (composite reliability, Spearman’s rho-A, and communality) and validity (convergent and discriminant) of the measurement model, followed by structural model testing to evaluate the significance, strength, and direction of hypothesized relationships. Hypotheses tested include the direct effects of digital leadership on innovation performance, data integration, and process integration, as well as the mediating roles of data and process integration in the relationship between digital leadership and innovation performance. Results and Discussion The study’s findings confirm several key relationships while highlighting nuances in the role of platform digitalization capability. Demographic analysis revealed a predominantly male sample (81.5% male, 18.5% female), with the majority holding master’s degrees (53.4%) and 11–15 years of service (45.7%). Data normality tests indicated that all variables adhered to acceptable skewness and kurtosis ranges, enabling parametric statistical analysis. Reliability tests demonstrated satisfactory composite reliability (0.804–1.000), Spearman’s rho-A (0.739–1.000), and communality (0.579–1.000), confirming the robustness of the measurement model. Convergent validity was established with average variance extracted (AVE) values exceeding 0.5 and composite reliability (CR) greater than AVE, while discriminant validity was confirmed through the Fornell-Larcker criterion, ensuring distinct constructs. Hypothesis testing revealed that digital leadership has a significant positive impact on innovation performance (β = 0.225, p < 0.001, T = 3.681), supporting H1 and aligning with prior studies (e.g., Wang et al., 2022; Benitez et al., 2022) that emphasize digital leadership’s role in fostering innovation through strategic vision and technology integration. Digital leadership also significantly influences data integration (β = 0.228, p < 0.001, T = 3.533), supporting H2, consistent with Ly (2024), who highlights the need for advanced IT infrastructure and data management to achieve integration. However, the direct effect of digital leadership on process integration was not significant (β = 0.191, p = 0.068, T = 1.827), rejecting H3, suggesting that this relationship may be mediated by factors such as organizational culture or employee commitment, as noted by Mollah et al. (2024). Data integration positively impacts innovation performance (β = 0.194, p = 0.009, T = 2.636), supporting H4, and process integration also significantly enhances innovation performance (β = 0.321, p < 0.001, T = 4.011), supporting H5, aligning with Benitez et al. (2022) and Awad & Martín-Rojas (2024), who underscore the role of integrated data and processes in enabling innovation. The mediating analysis confirmed that data integration mediates the relationship between digital leadership and innovation performance (indirect effect = 0.044), supporting H4a, indicating that digital leadership enhances innovation through effective data management. However, process integration did not mediate this relationship, rejecting H5a, suggesting that process integration’s impact on innovation may operate independently of digital leadership. The R² values indicate moderate predictive accuracy for innovation performance (R² = 0.231) and weak predictive power for data integration (R² = 0.052) and process integration (R² = 0.036), highlighting areas for further exploration. Conclusion This study underscores the critical role of digital leadership in driving innovation performance, particularly through the mediating effect of data integration, while highlighting the limitations of process integration as a mediator. Digital leadership fosters innovation by aligning organizational strategies with digital advancements and leveraging data integration to provide actionable insights. However, achieving data integration requires robust IT infrastructure and digital skills development, as direct leadership influence alone is insufficient. The lack of a significant direct effect on process integration suggests the need for complementary factors, such as cultural alignment or advanced technological systems, to enhance process-related outcomes. Practical recommendations include investing in digital leadership training, prioritizing data management frameworks, and adopting agile process strategies to support innovation. Theoretical implications call for further exploration of specific digital leadership competencies and contextual factors influencing process integration. Limitations include the study’s focus on a single organization (Zamzam Iran Company), which may limit generalizability, and the potential oversight of diverse organizational perspectives. امروزه رهبران دیجیتال با درک اهمیت برنامه‌های تحول دیجیتال، نقش مهمی در بهبود عملکرد نوآورانی سازمان‌ها ایفا می‌کنند. در این راستا پژوهش حاضر با هدف بررسی تأثیر رهبری دیجیتال بر عملکرد نوآوری با نقش میانجی قابلیت دیجیتالی‌سازی پلتفرم در سازمان‌ها انجام گرفت. بدین منظور تعداد 302 پرسشنامه با طیف 5تایی لیکرت، میان کارکنان شرکت زمزم ایران به روش تصادفی ساده توزیع شد. تجزیه‌وتحلیل داده‌ها بر اساس روش معادلات ساختاری با نرم‌افزار PLS، حاکی از تائید تأثیر مثبت و معنادار رهبری دیجیتال بر عملکرد نوآوری بود. همچنین، یکپارچه‌سازی داده‌ها و فرآیندها به‌عنوان عوامل کلیدی در بهبود نوآوری شناسایی شدند، به‌طوری‌که یکپارچه‌سازی داده‌ها تأثیر مثبت و معناداری بر عملکرد نوآوری داشت. بااین‌حال، تأثیر مستقیم رهبری دیجیتال بر یکپارچه‌سازی فرآیند معنادار نبود. در مقابل، رهبری دیجیتال تأثیر مثبت و معناداری بر یکپارچه‌سازی داده داشت و این یکپارچگی نیز به‌طور مستقیم عملکرد نوآوری را بهبود بخشید. نتایج این پژوهش نشان می‌دهد که رهبری دیجیتال از طریق تقویت قابلیت‌های دیجیتالی‌سازی و یکپارچه‌سازی داده‌ها، نقش کلیدی در تسهیل نوآوری ایفا می‌کند. بااین‌حال، برای دستیابی به یکپارچه‌سازی داده‌ها، سرمایه‌گذاری در زیرساخت‌های فناوری اطلاعات و توسعه مهارت‌های دیجیتال ضروری است. این پژوهش با ارائه پیشنهادهایی نظیر توسعه زیرساخت‌های دیجیتال، آموزش مهارت‌های دیجیتال و نهادینه‌سازی فرهنگ نوآوری، به سازمان‌ها کمک می‌کند تا از ظرفیت‌های رهبری دیجیتال برای بهبود نوآوری بهره‌برداری کنند.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Examining the role of visual Merchandising and psychsocial storage space on firms performance with the moderating role of contextual factors and mediating role of trust واکاوی نقش تجارت بصری و فضای ذخیره‌سازی روانی اجتماعی بر عملکرد شرکت با نقش تعدیل گری عوامل زمینه‌ای و میانجی‌گری اعتماد (مورد مطالعه: شرکت‌های تولیدی محصولات سبز در شهر ارومیه) 229943 10.22034/smsj.2025.488529.2088 FA تارا مرضیه دانشجوی کارشناسی ارشد، دانشگاه ارومیه، دانشکده اقتصاد و مدیریت، گروه مدیریت بازرگانی، ارومیه ایران رامین بشیر خداپرستی دانشیار و عضو هیئت علمی دانشکده مدیریت و اقتصاد، دانشگاه ارومیه هوشمند باقری قره بلاغ استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران Journal Article 2024 11 12 In today's era, when rapid changes and new challenges are common in the business world, it seems essential to pay attention to creating a safe and supportive environment. In this research, the intention is to help complete the theoretical literature, especially in the statistical community, to lead organizations to pay more attention to the psycho-social storage space and better use of visual merchandising, and to help improve their performance. The purpose of this research is to analyze the role of visual merchandising and psycho-social storage space on company performance with the role of moderating contextual factors and mediation of trust. The current research is correlational and its nature is classified as descriptive-survey research. In this study, data was collected through a standard questionnaire. The statistical population of this research includes 80 companies producing green products in Urmia, which includes 240 of their managers. Using the Morgan table, 148 people were randomly selected, but due to sampling limitations, the final number of participants was reduced to 140 people. In this research, data analysis was done using SPSS 26 and SMARTT-PLS 3 software. The findings of the research showed that visual merchandising, psycho-social storage space and trust have a positive and significant effect on the company's performance. Also, the positive and significant impact of visual merchandising and psycho-social storage space on trust was also confirmed. Further, the results showed that trust mediates the relationship between visual merchandising and company performance. Also, the mediating effect of trust on the relationship between psycho-social storage space and company performance was also confirmed. Finally, the moderating role of contextual factors in the relationship between visual merchandising and company performance was confirmed, but its moderating role in the relationship between psycho-social storage space and company performance was rejected. Introduction: In today's world, visual merchandising is recognized as one of the key elements in the success of companies. Due to the rapid changes in global markets and increased competition, companies are trying to use innovative methods to improve their performance and increase their productivity. The increasing demand and expectations of customers, along with the emergence of new technologies, have caused fundamental changes in consumer behavior and market needs. In order to face these challenges, companies seek to strengthen the internal organization to provide a supportive and non-threatening atmosphere for their employees; A space where ideas and innovations can be easily formed and implemented. In this regard, the psycho-social storage space plays an important role. This space, by creating a sense of trust and positive interactions between the members of the organization, can allow employees to put forth their new ideas without fear of rejection or punishment. This study seeks to analyze how creating a supportive work environment can help foster innovation and ultimately the success of companies. Methodology: This research is classified based on the method of conducting the research, of the correlation type, in order to know the existence of a meaningful relationship between the structures, the nature of which is in the category of descriptive-survey research and explains and describes unknown events. Also, in terms of the result and purpose, it is considered an applied research that the obtained results are used by presenting a model, template or solution to optimize the methods and tools to increase the well-being of human life. In this research, data was collected through the distribution of a standard questionnaire. In addition, the questionnaire of this research includes two parts. The first part consists of 4 questions about demographic characteristics, including age, gender, level of education and organizational position; The second part also includes 35 questions related to research variables based on a five-point Likert scale. The statistical population of this research includes all the companies producing green products in Urmia city, numbering 80 companies. three people including senior managers, marketing managers, and sales managers in each company, the statistical population is 240 people. According to the determination of sample size from Morgan's table, 148 people were selected by simple random sampling method. Based on the limitations of sampling during the process of collecting samples, such as the non-response of people and the unavailability of some of them, the researcher was faced with a partial sample drop, and finally 140 people declared their readiness to cooperate in the research and were considered in the statistical analysis. they took The data analysis research has been done using SPSS 26 and SMART-PLS 3 software. Results and Discussion: The findings of the research showed that visual merchandising, psycho-social storage space and trust have a positive and significant effect on the company's performance. Also, the positive and significant impact of visual merchandising and psycho-social storage space on trust was also confirmed. Further, the results showed that trust mediates the relationship between visual merchandising and company performance. Also, the mediating effect of trust on the relationship between psycho-social storage space and company performance was also confirmed. Finally, the moderating role of contextual factors in the relationship between visual merchandising and company performance was confirmed, but its moderating role in the relationship between psycho-social storage space and company performance was rejected. Conclusion: The results of this study showed that improving the elements of visual merchandising can significantly improve the overall performance of companies. In addition, the findings indicate the mediating role of trust as a key factor in maintaining a positive relationship between these variables. In fact, strong trust acts as a sustaining facilitator. Considering the contextual factors, companies can more effectively use visual merchandising capabilities and psycho-social storage space and thus achieve the improvement of their economic and social performance. In today's era, when rapid changes and new challenges are common in the business world, it seems essential to pay attention to creating a safe and supportive environment. Therefore, in prioritizing their strategies, companies should consider improving the psycho-social climate as a key pillar to create optimal performance and sustainable success. This approach will not only improve the morale and productivity of employees, but also help to form a constructive culture and creativity in organizations. هدف از این پژوهش واکاوی نقش تجارت بصری و فضای ذخیره‌سازی روانی - اجتماعی بر عملکرد شرکت با نقش تعدیل گری عوامل زمینه‌ای و میانجی‌گری اعتماد است. تحقیق حاضر از نوع همبستگی بوده و ماهیت آن در زمره تحقیقات توصیفی - پیمایشی قرار می‌گیرد. در این پژوهش داده‌ها از طریق پرسش‌نامه استاندارد جمع‌آوری شده است. جامعه آماری پژوهش شامل 80 شرکت تولیدی محصولات سبز در ارومیه است که 240 نفر از مدیران آن‌ها را شامل می‌شود. با استفاده از جدول مورگان، 148 نفر به‌صورت تصادفی انتخاب شدند، اما به دلیل محدودیت‌های نمونه‌گیری، تعداد نهایی شرکت‌کنندگان به 140 نفر تقلیل یافت. در این پژوهش تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزارهای (SPSS 26) و (SMARTT-PLS 3) انجام‌گرفته است. یافته‌های پژوهش نشان داد که تجارت بصری، فضای ذخیره‌سازی روانی -اجتماعی و اعتماد تاثیر مثبت و معناداری بر عملکرد شرکت دارند. همچنین تاثیر مثبت و معنادار تجارت بصری و فضای ذخیره‌سازی روانی - اجتماعی بر اعتماد نیز تایید شد. در ادامه، نتایج نشان داد اعتماد بر رابطه بین بر تجارت بصری و عملکرد شرکت میانجی‌گری می‌کند. همچنین تاثیر میانجی‌گری اعتماد بر رابطه بین فضای ذخیره‌سازی روانی - اجتماعی و عملکرد شرکت نیز تایید شد. در آخر نیز، نقش تعدیل گری عوامل زمینه در رابطه بین تجارت بصری و عملکرد شرکت تایید ولی تعدیل گری آن در رابطه بین فضای ذخیره‌سازی روانی - اجتماعی و عملکرد شرکت رد شد.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Identification and Explanation of a Job Satisfaction Model for Enhancing Organizational Performance through Human Capital Synergy among Scientific Assistants شناسایی و تبیین الگوی رضایت‌شغلی برای ارتقای سطح عملکرد سازمانی با هم‌افزایی در سرمایه انسانی در بین یاوران علمی 231470 10.22034/smsj.2025.521997.2149 FA علی شهدادی دانشیار دانشگاه جیرفت و گروه آمار و فناوری اطلاعات موسسه پژوهش و برنامه‌ریزی آموزش‌عالی-تهران 0000-0003-1411-8280 داوود مهدوی استادیار گروه آموزش جغرافیا، دانشگاه فرهنگیان 0000-0002-7649-3871 Journal Article 2025 05 07 Introduction: Organizational performance and productivity are key factors in the maintenance and sustainability of organizations and are influenced by synergy in human capital and their job satisfaction. This issue is particularly important in relation to the Ministry of Science, Research, and Technology, as a public organization responsible for higher education and the development of specialized workforce needed by other organizations in the country. This research was conducted with the aim of answering the initial question: 'What is the job satisfaction model and the factors affecting it for enhancing the level of organizational performance with synergy in human capital among research assistants employed in universities and institutions affiliated with the Ministry of Science, Research, and Technology?'" Literature Review: The conceptual framework categorizes determinants of job satisfaction into three dimensions: (a) Job-related factors: Pertaining to the nature, conditions, and characteristics of the role; (b) Managerial and communication factors: Involving leadership practices and interpersonal dynamics; (c) Individual factors: Relating to personal attributes and professional aspirations. Methodological Overview: This study adopts a survey-based design, classified as applied developmental research in alignment with its objectives. Given its nationwide scope—involving scientific assistants from 124 universities, research institutes, and state higher education institutions affiliated with the Ministry of Science, Research, and Technology (MSRT)—it qualifies as national-scale research. Temporally, the study follows a cross-sectional framework, with data collected via a researcher-developed questionnaire. The target population comprised scientific assistants (regardless of employment status) working at MSRT-affiliated institutions. A convenience sampling method was employed, yielding participation from 1,785 respondents over a one-month period [2023–2024 CE]. Reliability analysis using Cronbach’s alpha demonstrated satisfactory validity and reliability across the job satisfaction subscales. Questionnaire Design Developed in December 1402 SH (2023–2024 CE), the questionnaire drew inspiration from established standardized tools. It evaluates job satisfaction across five core dimensions: 1. Job conditions 2. Supervisory relations 3. Collegial dynamics 4. Compensation and benefits 5. Career advancement opportunities Findings: Analysis of research findings indicates that job satisfaction among academic assistants, measured via a standalone question (mean=2.96, median=3, mode=3), is at a moderate level. When assessed through the composite index of job condition satisfaction across various dimensions (mean=2.77, median=2.75, mode=1.95), it falls within the moderate-to-low range. An unfavorable pattern is observed in indicators of compensation & benefits, reward systems, promotion opportunities, organizational justice, and job autonomy—these factors contribute most significantly to their job dissatisfaction. Regarding explanatory modeling of job satisfaction, regression analyses based on the standalone satisfaction measure reveal the following components, in descending order of impact: 1. Job Conditions (indicators: non-repetitive tasks, sense of fulfillment/personal growth, clearly defined responsibilities, occupational prestige, meaningfulness of work, job autonomy) 2. Perceived Pay Justice (indicators: fair compensation relative to effort, equitable benefits, equitable facilities compared to peer institutions) 3. Work-Family Conflict 4. Promotion System (indicators: merit-based promotions, clearly defined career progression pathways, availability of advancement opportunities) 5. Job-Person Fit (alignment with knowledge, experience, and skills) Furthermore, path analysis based on the composite satisfaction index identifies the following variables as having the most substantial influence on academic assistants' job satisfaction (in order of predictive strength): • "Colleagues' sense of responsibility in collaborative tasks" • "Receptiveness to feedback from university/institutional leadership" • "Availability of equitable promotion opportunities" • "Immediate supervisor's advocacy for employee rights" • "Quality of work-related interaction with immediate supervisor" • "Maintenance of employee dignity in administering benefits/welfare" • "Oversight and control of operations by university/institutional leadership" • "Workplace safety and health standards" • "Adequacy of resources/equipment for role fulfillment" • "Meaningfulness of work and sense of fulfillment" • "Institutional support in resolving administrative challenges" These determinants warrant critical consideration in developing effective organizational performance enhancement models that leverage human capital synergy among academic assistants within the Ministry of Science, Research and Technology (MSRT) and its affiliated universities/institutions. Discussion: Drawing on empirical research findings and theoretical frameworks, enhancing job satisfaction among scientific assistants necessitates the implementation of innovative strategies within universities and affiliated institutions under the Ministry of Science, Research, and Technology. While mitigating dissatisfaction factors is essential, such measures alone are insufficient to foster meaningful satisfaction. Current data indicate that scientific assistants report moderate overall job satisfaction, with the lowest levels attributed to inadequate promotion opportunities and compensation structures (including salaries and benefits). To address these systemic challenges, the following evidence-based policy recommendations are proposed: 1. Job Design and Role Clarity • Role Diversification: Expand organizational activities to clarify the scope of scientific assistants’ roles, ensuring visibility of their contributions across entire workflows and outcomes. • Role Significance: Emphasize the meaningful impact of their work on departmental or external stakeholders, reinforcing the value of their contributions. • Autonomy Enhancement: Grant greater independence in task planning, procedural decisions, and workload management. 2. Equitable Career and Compensation Systems • Transparent Promotion Criteria: Develop merit-based advancement frameworks aligned with measurable performance indicators. • Competitive Compensation Reforms: Revise salary structures and bonus systems to reflect qualifications, experience, and responsibilities, ensuring parity with institutional and sectoral standards. 3. Work-Life Integration and Skill-Based Allocation • Work-Life Balance Policies: Minimize role-related stressors that encroach on personal/family obligations through flexible scheduling or remote work options. • Competency-Driven Task Distribution: Allocate responsibilities based on expertise, experience, and skill sets to optimize engagement and productivity. 4. Institutional Process Optimization • Managerial Appointment Reforms: Address inefficiencies in leadership selection processes to ensure alignment with organizational goals. • Administrative Streamlining: Revise outdated systems governing leave policies (e.g., accrual, buyback) to reduce bureaucratic burdens. These measures collectively aim to cultivate a supportive professional ecosystem that prioritizes equity, recognition, and growth, thereby elevating job satisfaction and institutional efficacy. عملکرد و بهره‌وری سازمانی عاملی کلیدی در حفظ و پایداری سازمان‌هاست و متاثر از هم‌افزایی در سرمایه‌انسانی و رضایت‌شغلی ایشان است. این مهم در ارتباط با وزارت علوم، تحقیقات و فناوری به عنوان سازمان عام‌المنفعه متولی نهاد آموزش‌عالی و پرورش نیروی متخصص موردنیاز سایر سازمان‌های کشور اهمیتی دوچندان پیدا می‌کند. این پژوهش با هدف پاسخ به سوال آغازین:"الگوی رضایت‌شغلی و عوامل موثر بر آن برای ارتقای سطح عملکرد سازمانی با هم‌افزایی در سرمایه انسانی در بین یاوران‌علمی شاغل در دانشگاه‌ها و موسسات تابعه وزارت عتف چه می باشند؟" انجام شده است. روش پژوهش پیمایش با ابزار پرسشنامه بود که با مشارکت 1785 نفر از جامعه‌آماری انجام شد. یافته‌های پژوهش نشان داد: رضایت‌شغلی در بین یاوران‌علمی در حد متوسط(میانگین 2.96 و 2.8 از 5) است. بر اساس یافته‌های تحلیلی به ترتیب متغیرهای: 1-. شرایط شغلی 2-. ادراک از عدالت سازمانی در پرداخت عادلانه حقوق و مزایا ؛ 3-. شرایط ارتقاء در موسسه 4-. تداخل وظایف شغلی و خانوادگی 5-. تناسب شغل با دانش، تجربه و مهارت بیشترین تاثیر را بر رضایت‌شغلی داشته‌اند. با توجه به یافته‌های فوق برای ارتقای سطح عملکرد سازمانی با هم‌افزایی در سرمایه‌انسانی پیشنهاد می‌شود: نسبت به ارتقاء شرایط شغلی از قبیل تنوع بخشی، شفافیت، ارتقاء منزلت، استقلال و اختیار شغلی و توسعه رویه‌های عادلانه و شفاف در پرداخت‌ حقوق و مزایا و به ویژه پاداش‌دهی؛ کاهش تداخل وظایف شغلی با وظایف خانوادگی؛ ایجاد بسترهای ارتقاء عادلانه، شفاف و مستمر و تقسیم‌کار بر اساس دانش، تجربه و مهارت ایشان اقدام شود.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Designing a Smart Strategic Management Model Using China's Experience (Case Study: Automotive Industry Exports) طراحی الگوی مدیریت استراتژیک هوشمند با بهره‌گیری از تجربه کشور چین (مطالعه موردی: صادرات صنعت خودرو) 242640 10.22034/smsj.2025.495352.2097 FA اسماعیل ملک اخلاق 'گروه مدیریت،دانشکده ادبیات و علوم انسانی، دانشگاه گیلان 0000-0002-4569-4478 راحله جلال نیا دانشجوی دکتری مدیریت سیاست‌گذاری بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران. 0000-0002-2063-636X مهرناز توحیدی مقدم دانشجوی دکتری مدیریت سیاست‌گذاری بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران 0009-0004-5101-547X Journal Article 2024 12 22 In today's era, emerging technologies have rapidly transformed traditional industrial paradigms, generating both significant opportunities and complex challenges. Effectively leveraging these opportunities while mitigating the associated risks requires a foundation in strategic business management (Mirzaei & Darbani, 2023). Striking a balance between the integration of smart technologies and strategic decision-making has become a critical success factor for contemporary industries and enterprises. Consequently, leading organizations are revisiting and realigning their strategies to match the realities of the technological age (Toraca et al., 2024). By combining smart technologies with traditional strategic management principles, managers can make faster, more efficient, and more comprehensive decisions that address both internal dynamics and external forces (Dongal & Leonardo, 2022). To adopt a strategic approach in capitalizing on these advancements, lessons from globally successful countries can be invaluable. Over the past five decades, East Asian nations—most notably China—have achieved remarkable progress through intelligent strategic management. Adapting such experiences may offer effective solutions for Iran as well (Najafi & Malekakhlaq, 2024). This study is an applied-developmental research from a purpose-oriented perspective, conducted with the aim of designing a smart strategic management model inspired by China’s experience (case study: automotive industry exports). Based on the data collection method, the research is classified as a survey and cross-sectional study. To achieve the research objectives, an exploratory mixed-methods design was adopted. In the qualitative phase, a comprehensive database search yielded 36 articles related to China’s automobile exports. After applying purposive sampling techniques, 28 relevant articles were selected and subjected to qualitative analysis. The quantitative phase targeted managers within the national automotive industry who are involved in strategic planning and the export of domestic vehicles. Using purposive sampling, 12 participants were selected for the quantitative analysis and for contributing to the development of the research model. The primary tools for data collection included library resources, credible domestic and international articles, and a structured questionnaire. To ensure the validity of the qualitative component, the CASP (Critical Appraisal Skills Programme) model was utilized. Articles were assessed based on ten CASP criteria, and only those scoring above 21 were included in the study. For the validation of the questionnaire, content validity was confirmed through expert review. A meta-synthesis approach was used to identify the foundational categories and develop the initial conceptual model. In the second phase, the Structural Interpretive Modeling (ISM) method was employed. ISM calculations were performed using MicMac software. In the first stage, the research categories were identified using the meta-synthesis method. Meta-synthesis is employed to integrate findings from multiple qualitative studies in order to generate comprehensive and interpretive insights. Unlike quantitative meta-analysis—which aggregates statistical data from previous studies—meta-synthesis focuses on the synthesis of interpretations derived from the original qualitative data of selected research. Essentially, meta-synthesis is a qualitative research approach that draws upon the results of prior studies on a common topic to build a deeper understanding. In this method, the researcher integrates secondary data and interpretations from existing literature to address the objectives of the current study and derive new insights. To meet the research objectives, the meta-synthesis approach was applied based on the model proposed by Sandelowski and Barroso (2007). The constructs collected from the articles are: branding and international marketing of Chinese automobiles, technology transfer policy, foreign investment policies, smart trade policy, tariff policies, smart energy policy, government policy. Keywords:Based on the research model, it was found that government policymaking influences both smart policymaking in the energy sector and tariff policy design. These two components, in turn, affect smart trade policymaking, which subsequently drives foreign investment strategies and technology transfer policies. Ultimately, through their mutual interactions, these factors contribute to the development of branding and international marketing strategies in China’s automotive industry. این مطالعه با هدف طراحی الگوی مدیریت استراتژیک هوشمند با بهره‌گیری از تجربه کشور چین انجام شد. این پژوهش از نظر هدف یک پژوهش کاربردی-توسعه‌ای است و از منظر شیوه گردآوری داده‌ها، یک پژوهش‌ غیرآزمایشی است. برای دستیابی به هدف پژوهش از طرح پژوهش آمیخته استفاده گردید. در بخش کیفی پس از جستجو در پایگاه‌های اطلاعاتی، تعداد 36 مقاله در زمینه صادرات خودروهای چینی یافت و در نهایت 28 مقاله به روش هدفمند انتخاب و وارد مرحله تحلیل شدند. جامعه آماری بخش کمی شامل مدیران صنعت خودروسازی کشور است که در حوزه برنامه‌ریزی استراتژیک و صادرات خودروهای داخلی فعال هستند. برای برای نمونه‌گیری از روش هدفمند بهره گرفته شد و ۱۲ نفر در بخش کمی پژوهش به‌منظور ارائه الگوی تحقیق مشارکت داشتند. برای بررسی اعتبار بخش کیفی از الگوی CASP استفاده شد. مقاله‌های مورد بررسی در بخش کیفی براساس ده معیار این الگو ارزیابی گردید و مقالات با امتیاز بالای 21 انتخاب شد. برای سنجش اعتبار پرسشنامه از روایی محتوا (نظرخواهی از خبرگان) استفاده شد و اعتبار آن تایید گردید. برای شناسایی مقوله‌های زیربنایی پژوهش از تحلیل کیفی فراترکیب استفاده شد. در بخش دوم و جهت ارائه الگوی پژوهش از روش مدلسازی ساختاری-تفسیری استفاده شد. ‌براساس الگوی پژوهش مشخص گردید سیاست‌گذاری دولت بر سیاست‌گذاری هوشمند در بخش انرژی و سیاست‌های تعرفه‌گذاری تاثیر می‌گذارد. دو مولفه مذکور با تاثیرگذاری بر سیاست‌گذاری تجاری هوشمند به سیاست‌های سرمایه‌گذاری خارجی و سیاست‌گذاری انتقال فناوری منجر می‌شوند. در نهایت با تاثیرگذاری مولفه‌های مذکور بر یکدیگر، برندسازی و بازاریابی بین‌المللی خودروسازی چین قابل حصول است.

انجمن مدیریت راهبردی ایران فصلنامه مطالعات مدیریت راهبردی 2228-6853 17 65 2026 03 21 Providing Business Excellence Strategies Based on Arousing Emotion in Metaverse Marketing ارائه استراتژی‌های تعالی کسب و کارها بر اساس برانگیختگی هیجان در بازاریابی جهان‌واره 233127 10.22034/smsj.2025.508097.2126 FA اللهیار قاسمی استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران 0000-0002-1585-790X آیدا بایبوردیانی گروه مدیریت کسب و کار، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران Journal Article 2025 02 22 Introduction: The Internet and associated digital technologies have completely revolutionized the way people and brands interact today. Among them, the metaverse has emerged as a tool for this interaction. A brand can channel its interactive power to develop experiences that are not only rich but multi-dimensional, capturing the audience's attention. The study provides strategirs that help brands devise ways of effectively commanding customer attention in the metaverse. This tries to establish how different innovative customer experience platforms in this digital ecosystem delight users, reinforce brand image, and encourage repeated use for sustained customer loyalty and participation in metaverse environments. Methodology: This is a qualitative approach harnessed from third-generation grounded theory, using the Urquhart coding framework. The semi-structured questions in the study were developed after a good literature review to capture comprehensively all issues related to the topic. Information was collected through in-depth interviews of experts in the field. The resultant data was rich in depth on customer behavior and branding strategies throughout the metaverse. Qualitative data analysis was made easy with the use of the MaxQDA software designed to manage and take an in-depth look at qualitative findings. Analysis started with the open coding of preliminary themes and ideas from the raw data themselves, followed by a selective coding process in which related open codes were grouped together into coherent categories. This approach allowed the research team to extract core themes and concepts, therefore providing deep insights into how customers interact with brands within the metaverse and how such interactions could be optimized for maximum engagement. Finally, through theoretical coding, the research team developed the resultant strategies and constructed the final model, identifying key actions for brands to enhance customer engagement and emotional arousal in the metaverse. Results and Discussion: The results of this study underlined several innovative strategies that can be employed by brands in an effort to increase customer engagement within the metaverse. Advanced technologies such as Virtual Reality (VR), Augmented Reality (AR), Immersive Soundscapes, and High-Resolution Visual Graphics will surely play a decisive role in increasing engagement. These technologies enable brands to create experiences that keep users hooked and emotionally connected.This experience not only intensifies customer engagement but also leaves lasting memories that strengthen loyalty toward the brand. Another key strategy revolves around personalization, which is essential for providing exceptional experiences. By leveraging customer data, brands can create unique experiences that resonate with individual users. Personalization fosters deeper emotional connections, making customers feel valued. The design of virtual spaces also plays a critical role in fostering engagement. These spaces should be crafted to enable communication, interaction, and shared experiences among users. Such initiatives help create a sense of community, making users feel that they are part of something bigger and more inclusive. Furthermore, multisensory and personalized experiences have the advantage of embedding brands into customers’ memories and emotions. When customers are immersed in new and enjoyable experiences, it leaves an emotional imprint that strengthens their connection to the brand. Over time, if brands continue to provide these types of experiences, they are sure to cultivate a positive image and solidify their place in customers' minds. By reviewing similar research studies, all the findings in this study have been confirmed. The use of advanced technologies, personalization, immersive virtual spaces, and the importance of emotional connections through multisensory experiences align with trends and strategies discussed in the existing literature. This consistency underscores the validity of the findings and their potential for broad application in metaverse marketing strategies. Conclusion: These research findings underscore the metaverse's potential as a transformative opportunity for brands to deliver emotionally engaging experiences to customers. The strategies identified in this study demonstrate how brands can create memorable interactions that foster positive perceptions and long-lasting relationships with their audience. Key technological concepts such as Virtual Reality (VR), Augmented Reality (AR), high-definition visuals, and surround-sound multichannel technologies play a crucial role in immersing consumers in rich, emotionally charged contexts. These technologies move beyond traditional marketing approaches by engaging users on an emotional level, enhancing both engagement and the brand’s association with positive feelings. Furthermore, the findings emphasize the importance of personalization and the development of social relationships within the metaverse. By leveraging customer data, brands can craft tailored experiences that resonate with individual users, making them feel valued and understood. This level of personalization deepens emotional engagement, builds customer loyalty, and strengthens brand attachment. Additionally, creating virtual spaces that facilitate social interaction fosters a sense of community and belonging, further solidifying the connection between consumers and the brand. The combination of these strategies not only helps retain existing customers through strong emotional bonds but also attracts new audiences drawn to the innovative and inclusive nature of the metaverse. This represents a significant evolution in marketing, enabling brands to redefine their engagement tactics and expand their reach in ways previously unimaginable in the digital world. The metaverse thus offers a unique and powerful platform for brands to enhance customer experiences and build lasting, meaningful relationships. در دنیای دیجیتال، متاورس به یک فرصت بزرگ در دنیای بازاریابی برای برندها درجهت دستیابی به اهداف استراتژیک تبدیل شده است. برندها می‌تواند در یافتن راه‌هایی نوآورانه، برای دسترسی بهتر به مشتریان هدف، از دنیای متاورس استفاده کنند. توجه صاحبان برندها به این موضوع حاکی از آن است که چگونه ممکن است برندها به مشتریان هدف دست پیدا کنند و با کمک کدام ‌استراتژی‌ها با آن‌ها ارتباط تعاملی برقرار کنند و هیجان آن‌ها را برانگیزند. درنتیجه این تعامل‌ها، برندها توانایی ارتباط با مشتریان خود در نقاط مختللف کره‌ی زمین خواهند بود. در پژوهش کیفی حاضر برای دست‌یابی به این استراتژی‌ها، مصاحبه با افراد متخصص و از طریق تجزیه و تحلیل افکار آنها با استفاده از نظریه داده بنیاد نسل سوم، ، کدها حاصل شدند. کدگذاری اولیه داده‌ها، توسط نرم‌افزار MaxQDA انجام یافته ‌است که شامل 97 کد باز و 18 کد انتخابی می‌باشد. در انتها با استفاده از کدگذاری نظری، مدل نهایی پژوهش و استراتژی‌های مربوط به برانگیختگی هیجان برای افزایش فروش کسب و کارها در دنیای متاورس ظهور یافتند. استراتژی‌های حاصل در مدل نظریه زمینه‌ای در این پژوهش، به برندها کمک می‌کنند تا در دنیای متاورس اثری از خود به جای بگذارند، وفاداری ایجاد کنند، مخاطبان جدیدی به دست آورند و با آنها ارتباط برقرار کنند.