In the Name of Allah. Management Vision. Quarterly Journal, Faculty of Management and Accounting Shahid Beheshti University

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1 In the Name of Allah Management Vision Quarterly Journal, Faculty of Management and Accounting Shahid Beheshti University Publisher: Shahid Beheshti University Director : Hassan Farsijani (PhD) Editor-In-Chief: Ali Rezaian (PhD) Editorial Board: Seyyed Mehdi Alvani (PhD) Hasan Mirzai Ahranjani (PhD) Ali Thaghafi (PhD) Ali Jahankhani (PhD) Ali Rezaian (PhD) Mohammad Esmail Fadeai-Nejad (PhD) Adel Azar (PhD) Mohammad Reza Taheri (PhD) Nazam Din Fageeh (PhD) Farhad Farzed (PhD) Massoud Kassaee (PhD) Executive Managers: Shahriar Azizi(PhD)- Seyyedeh Masoumeh Ghamkhari Design & Layout: Sorayya karimi shahverdi Literati Editor: Rezvan Sadeghian Mohammad Abadi Publisher: Shahid Beheshti University Print: Shahid Beheshti University Address: Shahid Beheshti University, Tehran, Evin, P.o Box: Phone: Fax: , vision@mail.sbu.ac.ir Price: 10,000 Rials ISSN:

2 2 Table of Contents Developing Marketing Strategy at the Business Level in the Food Industry... 5 Nasrin Jazani, Nader Gharibnavaz The Effect of Internal Marketing on Market Orientation and Organizational Performance in Hotel Industry Mehdi Abzari, Bahram Ranjbarian, Saeed Fathi, Hasan Ghorbani Conceptualization of Marketing Excellence in Manufacturing Companies Based on Qualitative Approach Meisam Shirkhodaie, Seyyed Hamid Khodadad Hoseini Adel Azar, Parviz Ahmadi Evaluating Service Quality Methods with Artificial Neural Network Seyyed Habibolah Mirghafoori, Mohsen Taheri Demneh Habib Zare Ahmad Abadi A Study of the Influence of Value Variables on Purchase & Environmentally Responsible Products..81 Gholam Hosein Khorshidi, Aref Banoei, Hosein Sarvy Hampa Investigating the Productive Pattern of Attaining Competitive Advantage in Export of Shoe Industry Manijeh Ghareche, Reza Moradi Analysis of Productivity Indices and Improvement (Bahman Motor Center of Tehran) Davood Talebi, Farshid Ahmadi

3 3 Measuring the Relative Efficiency Health Care Hospitals Using Data Envelopment Analysis (DEA) Technique Akbar Alam-Tabriz, Mahdieh Emanipour Optimization of Safty Process in Construction Industry with Using a Decision Support System Shahram Gilani Nia Application FMADM Techniques For Prioritizing Mashhad Maghsoud Chini Factory Products Hamid-Reza Rezvani, Safoura Mahdipour Hoseinabad

4 4 Developing Marketing Strategy at the Business Level in the Food Industry Nasrin Jazani* Nader Gharibnavaz** This study is a research on marketing strategy development by investigating the business environment and marketing objectives. Competitive strength and market attractiveness were used as business environment. A four cell marketing objective matrix was developed for different competitive strength. This study employed data from food industry to fulfill two objectives, the first was to find a framework to determine marketing objective, and the second was developing marketing strategy with varying competitive strengths. One hundred and fifty one answered questionnaires containing close-and open-ended questions were collected and analyzed. Results supported the theory that businesses tend to be more aggressive than defensive when competitive strength increases. It is concluded that high strength businesses follow product innovation, multi-market strategy, concentric diversification. With decreased competitive strength businesses tend to follow, product modification/improvement, and flank attack to direct competitors. Businesses with weak competitive strength followed local market strategy, focus strategy and imitated successful products. Key words: Marketing strategy, Competitive strength, Marketing objectives. * Associate Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran Iran. ** Ph.D. Student of Business Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran Iran (Responsible Writer). Nadergharibnavaz@Yahoo.com

5 5 The Effect of Internal Marketing on Market Orientation and Organizational Performance in Hotel Industry: Mehdi Abzari*, Bahram Ranjbarian**, Saeed Fathi***, Hasan Ghorbani**** Today, Internal marketing has been known as a strategy to perform the organization programs. The related studies in this field show that the market activities can improve the organization competency and can grow and promote competencies by presentation and creating motivation in co- workers and employees. The aim of current research is to review the internal marketing effect on market orientation and organizational Performance. In this study, we reviewed a sample about one 100 managers in city of Isfahan using questionnaires. In this regard, according to research literature, one model was tested to show the effect of internal marketing on organizational performance using Lizrel software of mentioned model.according to the results of the questionnaire data analyses, it was defined that internal marketing is effective on organization performance via market orientation. In this model, the amount of the indicators (GFI=98%, AGFH=97%)are indicators of the accountability of model. Key words: Internal marketing, Market orientation, Organizational performance. *Associate Professor, Faculty of Economic & Administration Science, Isfahan University, Isfahan Iran. **Associate Professor, Faculty of Economic & Administration Science, Isfahan University, Isfahan Iran. ***Assistant Professor, Faculty of Economic & Administration Science, Isfahan University, Isfahan Iran. ****Ph.D Student of Business Management, Faculty of Economic & Administration Science, Isfahan University, Isfahan Iran (Responsible Writer). ghorbani2007ha@yahoo.com

6 6 Conceptualization of Marketing Excellence in Manufacturing Companies Based on Qualitative Approach Meisam Shirkhodaie* Seyyed Hamid Khodadad Hoseini**, Adel Azar ***, Parviz Ahmadi **** Marketing excellence is comprehensive framework of core values and criteria in all aspects of marketing, which can assist the marketing managers to evaluate the activities, procedures, processes and results in order to identify strengths and areas of improvement, and try to improve the organizations in such areas. In spite of implementing the concept of Marketing excellence and existence of too many awards on national and organizational level in world, there is no evidence of scientific model and study in this kind of area. The aim of this study is Conceptualization of the marketing excellence in Iranian manufacturing company, togheder which evaluating and identifying core value of marketing excellence, the criteria and sub-criteria s of marketing excellence model, and conceptual relation between enablers with results were identified. Key words: Marketing Excellence, Core value, Criteria, Qualitative content analysis, Theoretical coding. * Ph.D. Student of International Marketing Management, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran. ** Associate Professor, Faculty of Management & Economics, Tarbiat Modares University, Tehran, Iran (Responsible Writer). Khodadad@modares. ac. ir *** Professor, Faculty of Management & Economics, Tarbiat Modares University, Tehran Iran. **** Assistant Professor, Faculty of Management & Economics, Tarbiat Modares University, Tehran Iran.

7 7 Evaluating Service Quality Methods with Artificial Neural Network Seyyed Habibolah Mirghafoori*, Mohsen Taheri Demneh**, Habib Zare Ahmad Abadi*** Survival and growth of Pioneer service provider organizations is dependent on service quality monitoring continuously. Customers' feedbacks, as a strategic direction-making, has endogenous effect on their competitive capabilities. In this context, expectation and perception based models have been applied in various service provider organizations broadly. In this article, through nameed in non- linear relationships analysis as mentioned artificial neural network (ANN), a multi dimensional comparison has performed between some prominent procedures in service quality monitoring. Results portray service quality measurement, and customer satisfaction forecasting would be acceptable when we use weighted SERVQUAL method in other comparisons. Key words: Service quality, Gap analysis model, Artificial neural network, Hotel industry, Customer satisfaction. *Assistant Professor, Faculty of Economic, Management & Accounting, Yazd Uiversity, Yazd, Iran. ** Master Student of Educational Management, Faculty of Economic, Management & Accounting, Yazd Uiversity, Yazd, Iran(Responsible Writer). mtdemne@gmail.com *** Assistant Professor, Faculty of Economic, Management & Accounting, Yazd Uiversity, Yazd, Iran.

8 8 A Study of the Influence of Value Variables on Purchase & Environmentally Responsible Products Gholam Hossein Khorshidi*, Aref Banoei**, Hosein Sarvy Hampa*** Over the last decade, environmentalism has matured into a significant social issue. We expect consumers who consider the environment to be important will, therefore, evaluate the environmental consequences associated with the purchase of a product. In this survey, a consumer model of environmentally responsible purchase behavior was adapted from Follows and Jobber,(2000). As we expected the model successfully predicted the purchase of environmentally responsible and non-responsible product alternatives. A hierarchy relationship from values to product specific to purchase intention, to purchase behavior was confirmed. Environmental consequences found to be just as important in predicting intention as the individual consequences. The data was gathered using a five point questionnaire, and then tested by path analysis. Key words: Consumer behavior, Environment, Consumer marketing, Social responsibility, Environmental responsible product. * Associate Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran(Responsible Writer). ghkhorshidi@yahoo.com ** Master Student of Business Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran. *** Master Student of Business Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran.

9 9 Investigating the Productive Pattern of Attaining Competitive Advantage in Export of Shoe Industry Manijeh Ghareche* Reza Moradi** Improvement of social- economic development objectives of a country is subjected to the attainment and stability of sufficient foreign exchange resources. According to the development programs which insist on encouraging non-oil exports and releasing the only oilexporting economy, broad investigation has taken place for identifying and utilizing the potential capacity of comparative advantages in different fields of industrial products. Competitiveness is a process that any organization tries to achieve for getting better performance compared to others. Shoe industry in Iran, is one of the industries which has got a high competitive advantage due to the availability of high quality leather in Iran. But unfortunately, since there was not enough attention directed towards this industry in recent years, it is losing its proper position. In this study, considering the high competitive advantage of the shoe industry in iran, we have tried to investigate the proper way of attaining competitive advantage of this industry, with reference to the competitive advantage for M. Porter. Key words: Competitive advantage, Export of shoes, Strategy. * Assistant Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran(Responsible Writer). ghareche@yahoo.com ** Ph.D. Student of Business Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran.

10 10 Analysis of Productivity Indices and Improvement (Bahman Motor Center of Tehran) Davood Talebi* Farshid Ahmadi** Humans have always tried to Maximize the use of the available resources with attention to special limitations of time and location. Today, In this investigation with emphasis on Added Value, Total and partial Productivity indices of BMC Manufactory has been measured. A Dynamic application has been designed and standard Data sheets of National Iranian Productivity Center has been used for measuring Productivity indices in the Industrial Units and 46 Productivity proportions has been measured and analyzed. For analyzing these proportions use two comparing criteria. The first criterion was Comparing Proportions with the past trend of Organization and the second one was comparing proportions with Amount of these indices in IRAN Industry Section, Trend's Growth of these criteria in Organizations and industries of IRAN has been Analyzed with Comparing Curves and Geometrical Mean in order to Select Suitabl Adoption for productivity Improvement. Multiregression has been used to determine and categorize the impact of Independent Variable (Partial Productivity Indices) on Dependent Variable (Total Productivity index). According to the Results, Suitable adoption for Productivity Improvement was nominated in BMC Manufactory. Key words: Productivity Cycle, Partial productivity indices, Total Productivity indices, Productivity Improvement, Added Value. * Assistant Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran Iran. ** Master Student of Industrial Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran Iran(Responsible Writer). Farshid.Ahmadi@yahoo.com

11 11 Measuring the Relative Efficiency Health Care Hospitals Using Data Envelopment Analysis (DEA) Technique Akbar Alam-Tabriz* Mahdieh Emanipour** A hospital, as an economic unit for optimum use of available recourses, is forced to utilizing efficiency analysis. To have high efficiency via best use of facilities, guarantees the success of hospitals in achieving their objects. Data Envelopment Analysis (DEA) has been used as a research tool for operation analysis of technical efficiency. In this research this technique has been used in order to measure the relative efficiency health care of 16 hospitals related to Shahid Beheshti University- Medical Sciences, and also ranking efficient hospitals for the years Research findings indicate, percent of hospitals in 1384, percent in 1385 and 37.5 percent in 1386 were efficient. The results lead to suggestions for improving efficiency of inefficient hospitals through the potential resources savings in the Area percent in infrastructure, percent in the number of active beds, percent in the number of physicians and percent in the number of paramedics. Key words: Technical Efficiency, Relative Efficiency, Data Envelopment Analysis (DEA) * Assistant Professor, Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran. ** Master Student of Industrial Management, Faculty of Management & Accounting, Shahid Beheshti University, Tehran Iran (Responsible Writer). mahdiyeh_i@yahoo.com

12 12 Optimization of Safty Process in Construction Industry with Using a Decision Support System Shahram Gilani Nia* In the construction industry in Iran, compared to other industrials, more accident occurs. As a first step to reduce occupational accidents, authorities have informed those involved to use qualitative methods instead of the traditional methods to pay mages to the construction staff. Protection and safety assessment of projects is a major duty of project managers.to exercise this is a difficult and challenging.the goal of this study is to provide a tool which will facilitate this. In this study, a threestage pattern index for evaluation of potential accident risks in the construction projects is used, and the basic question is system security proposed by contractors to appropriately deal with major project risks. The model shows that the decision support system (DSS) can reduce the number of accidents in the construction industry in Iran. Key words: Protection and Safety, Quality wages, Management Information Systems, Project management. * Assistant Professor, Faculty of Management, Islamic Azad University, Rasht-Iran.

13 13 Application FMADM Techniques For Prioritizing Mashhad Maghsoud Chini Factory Products Hamidreza Rezvani* Safoura Mahdipour Hoseinabad** The available resourses in an organization is limited. Unfortunately, most of firms and companies are not able to appoint the arrangement of the products for allocating recourses because of lake of suitable priority of attributes and criteria. Therefore, most of resourse will be lost. Nowadays, the majority of the problems which are presented to managers for decision making, even our daily problems, have available features formulated with many criteria. In this article, after gathering data and information through interviews, analysis based on FMADM techniques and matrix are made, and then using the two methods TOPSIS and ELECTRE for the products of MASHHAD MAGHSOUD China the data are analyzed. By viewing the conclusions of mixing methods and LA, and also the conclusion of TOPSIS and ELECTRE methods, we concpude that the ELECTRE method was better than TOPSIS method, and its results are more acceptable. Key words: Multi Attribute decision making, Linear allocate, Multi Attribute decision making, TOPSIS and ELECTRE. * Assistant Professor, Faculty of Economic & Administration Science, University of Mazandaran, Mazandaran, Iran. ** Master Student of Industrial, Management, Faculty of Economic & Administration Science, University of Mazandaran, Mazandaran, Iran.