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Open Access Article
1 - The relationship between strategic thinking, transformational leadership and organizational learning for NPD idea support process in Ferdowsi University Incubator of Mashhad
somaye rahi amir rahimpourThe purpose of this research is to study the relationship between transformational leadership, strategic thinking and organizational learning whit the process of supporting the idea of new product development and intends to emphasize the importance of transformational l MoreThe purpose of this research is to study the relationship between transformational leadership, strategic thinking and organizational learning whit the process of supporting the idea of new product development and intends to emphasize the importance of transformational leadership, capacity building strategies for strategic thinking and organizational learning in order to support the ideas of new product development in knowledgeable companies, Ferdowsi University. The research is applied in terms of purpose, and in terms of collecting data, a descriptive surrey is considered as a correlation type. The statistical population of this study is the managers of knowledge based companies based in Mashhad Ferdowsi University’s comprehensive development center. (The census method has been used due to the low number of statistical population.) The data gathering tool is a standard questionnaire whose validity was confirmed by experts and management experts, also the reliability of the questionnaire was confirmed by Cronbach’s Alpha coefficient. To test the research hypotheses, structural equation modeling and PLS software have been used. The results of the research showed that the transformational leadership process, strategic thinking and organizational learning have a positive effect on the process of supporting the idea of new product development. In addition, transformational leadership also has a positive effect on organizational learning, but its relationship isn’t acceptable with the strategic thinking, on the other hand organizational learning has a positive effect on strategic thinking, too. Manuscript profile -
Open Access Article
2 - Identifying and Ranking the Effective Factors in New Product Design in Iranian Chandeliers Industry
navid rasouli Morteza MaleliThis study is aimed to identify and rank the most effective factors, in design of new chandelier product in Iranian industry, based on a mixed quantitative-qualitative approach. We used the content of existing domestic and foreign research papers, some interviews, and a MoreThis study is aimed to identify and rank the most effective factors, in design of new chandelier product in Iranian industry, based on a mixed quantitative-qualitative approach. We used the content of existing domestic and foreign research papers, some interviews, and also a researcher- constructed questionnaire. The studied population includes both manufacturers and market sellers in the Iranian chandelier industry. For the qualitative part, purposive sampling (judgment) over 16 experienced manufacturers is used while for the quantitative part 120 manufacturers and 230 shops were selected, based on classified-random sampling. The most effective factors, among 22 initially suggested factors, on the design of new chandelier are identified. The most effective factors are “possession of technical expertise for manufacturers”, “chandelier attraction for the end user”, “considering the harmony between chandelier and the other parts of houses decoration”, “combination of old and new designs/ideas”, “uniqueness of chandelier”, “taking into account the financial ability of end consumer”, “understanding of consumer’s feeling when s/he first glance into the chandelier”, “the face to face contact between designers and consumers” and consequently sense of consumers’ needs and preferences by designers, “artistic vision”, and finally the “availability of the preferred chandelier in the shop market”. Manuscript profile -
Open Access Article
3 - Survey the Impact of Information Technology, Knowledge Management, and Marketing capabilities on innovation ambidexterity and New Product Performance
iman hakimiLinking the literature of resource-based view (RBV) with ambidexterity, the purpose of this study is to assess the effect of information technology, knowledge management and Marketing capabilities on innovation ambidexterity and its influence on the performance of new p MoreLinking the literature of resource-based view (RBV) with ambidexterity, the purpose of this study is to assess the effect of information technology, knowledge management and Marketing capabilities on innovation ambidexterity and its influence on the performance of new product development of small- and medium-sized enterprises (SMEs) active in the Iranian medical and pharmaceutical industry. To this end, this paper develops an integrative research model, which analyzes the network of relations using covariance-based structural equation modeling on a data set of 294 SMEs present at the 21st International Exhibition of Medical and Pharmaceutical Equipment in Tehran in June 2018. Accordingly, the questionnaires were assigned to senior and middle managers whose primary responsibilities were related to strategic innovation activities of the firms. Findings show that the complementary capabilities of information technology, knowledge management and marketing are positively associated with innovation ambidexterity. In addition, innovation ambidexterity is found to strengthen the the performance of the new product development. Manuscript profile -
Open Access Article
4 - Content Marketing and Product Development Process Effectiveness in High-Tech Companies
Nader SeyyedamiriThe purpose of this paper is investigating the impact of content marketing on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness. For this study, data were collected MoreThe purpose of this paper is investigating the impact of content marketing on the effectiveness of the new product development process of high-tech companies with regard to the e-trust as a mediator between content and effectiveness. For this study, data were collected through a questionnaire. 430 questionnaires were distributed among professionals and managers working in R&D, marketing, sales and strategic departments of firms affiliated with ICT Guild Organization in September 2017. Of this number, 384 complete questionnaires were included in the study. Data were analyzed using structural equation method by Smart PLS software. Findings show that although content marketing and e-trust influenced the effectiveness of the product development process, e-trust did not play a mediating role in the relationship between content marketing and effectiveness of product development process in high-tech companies. This study investigates the content marketing role in Product Development Process in high-tech companies and tests the model in the context of the Tehran IT industries. The result of this study provides a reference for managers of high-tech companies and helps them lower the failure rate of product development. Manuscript profile -
Open Access Article
5 - Investigating the Effect of Learning Orientation on New Product Performance: Explaining the Mediating Role of Innivation Ambidextrous Capability and Organizational Agility
iman hakimiAbstract Learning orientation is an inevitable necessity in the new product development. However, few studies have been conducted on how the learning orientation affect on new product performance through potential intermediary variables. Therefore, the purpose of this s MoreAbstract Learning orientation is an inevitable necessity in the new product development. However, few studies have been conducted on how the learning orientation affect on new product performance through potential intermediary variables. Therefore, the purpose of this study was to examine the mediating role of ambidextrous capability and organizational agility in the relationship between learning orientation and new product performance. This research is a descriptive survey that was carried out in a field experiment. The statistical population of the research is senior managers and especially research and development managers of knowledge based companies located in Kerman province, of which 180 persons were selected as sample. The tool used is a standard questionnaire. Descriptive statistics, factor analysis and structural equations were used to analyze the data. The findings show that learning orientation is positively related to ambidextrous capability and organizational agility. The ambidextrous capability and organizational agility also, in turn, are positively related to the performance of the new product. Finally, due to the lack of confirmation of the direct relationship between learning orientation and new product performance, the results confirm the full intermediary role of ambidextrous and organizational agility capabilites in this relationship. Manuscript profile -
Open Access Article
6 - Two-way development of complex product, case study of West Karun power plant
zahra gomar mohsen hamedi reza bandarianComplex products widespread in all industries, are the infrastructure of the advanced countries. Several examples of the failure of well-known international companies in this area necessitate the need to review successful examples and to analyze and explain the reasons MoreComplex products widespread in all industries, are the infrastructure of the advanced countries. Several examples of the failure of well-known international companies in this area necessitate the need to review successful examples and to analyze and explain the reasons for their success. This need is becoming increasingly important in late-comer companies in the region due to the constraints faced by these companies, including the developing nature of the countries of interest and lack of access to the pioneer networks. The present research is a qualitative case study and aims to explain and analyze the successful development of a complex product in the power industry based on the ambidexterity model. The results show that the late-comer firm, following exogenous licensing of technology, has been able to realize advantages due to exploiting the economics of repetition and recombination by implementing a range of repetitive projects. Development and use of indigenous mechanisms such as development of modular products, deepening of knowledge by exploiting and compiling In-built knowledge to achieve the new technology base has been discussed. Through successful design, deliver and execution a Base Moving project in order to meet the monitored market needs, ambidexterity in complex technology sourcing is achieved. It is shown that the company has become ambidextrous in large scale complex integration (LCSI) projects as well. Manuscript profile -
Open Access Article
7 - The Effect of consumer innovativeness, personal characteristics on dairy new-product adoption in Mazandaran cities
Mohsen Akbari mohammad hassan gholizade hamid kazemiNowadays, inventive consumers play a prominent role in the initial acceptance of the new product and the final acceptance of the new product by other consumers who have lower Innovativeness. Accordingly, many companies are seeking to identify the useful variables for th MoreNowadays, inventive consumers play a prominent role in the initial acceptance of the new product and the final acceptance of the new product by other consumers who have lower Innovativeness. Accordingly, many companies are seeking to identify the useful variables for the segmentation of consumers as innovative and adopter consumers. The purpose of this study is to investigate the effect of consumer Innovativeness and personal characteristics on the adoption of new products. In this research, the role of moderating consumer personal characteristics has been investigated on the relationship between consumer innovation and new product adoption. For this purpose, the present study was conducted with a survey methodology strategy, targeting samples of Kaleh products (in Amol, Babol and Babolsar). Accordingly, the data were collected using a convenient sampling method from 398 Kaleh consumers during 1 month. In the end, due to the nature of the causal nature of the research methodology, the results of data analysis through Smart PLS software showed that consumer Innovativeness influences the adoption of the new product and consumer characteristics impacts consumer Innovativeness, and personal characteristics does not have an effect on new product adoption. In addition, the moderation of personal characteristics on the relationship between Consumer Innovativeness and the adoption of a new product, except for "education" was not approved. Manuscript profile -
Open Access Article
8 - The effect of prototyping on the success of new product success with moderator role of customer involvement and Speed of information dissemination (case study: companies located in Khorasan Razavi Science and Technology Park)
Morteza Rojuee Morteza Ghayour Ehsan SobhaniOne of the effective factors on the success of a new product is the concept of prototyping and customer involvement that has gained importance in marketing literature in recent years. Currently, capability in the success of a new product is among the advantageous capabi MoreOne of the effective factors on the success of a new product is the concept of prototyping and customer involvement that has gained importance in marketing literature in recent years. Currently, capability in the success of a new product is among the advantageous capabilities and the focal point of the competitiveness of most knowledge-based companies. Moreover, newer products make the continuation of growth and profit making in today's competitive markets possible and bring about competitive advantage for companies. The success of a new product is considered as the ultimate factor for the success of the companies and even their survival. The purpose of the study was to examine the impact of prototyping and customer involvement on the success of a new product in knowledge-based companies based in Science and Technology Park of Khorasan Razavi. The study was applied in terms of purpose and the research method was descriptive-correlational where the population was 250 managers of companies in Science and Technology Park of Khorasan Razavi; and according to Morgan formula, the sample was determined to be 150 subjects. A researcher-made 33-question questionnaire was used to collect data. The validity of the questionnaire was evaluated using structural validation method by confirmatory factor analysis and its reliability was tested using Cronbach’s alpha. Hypothesis testing was performed using regression method and Lisrel. The results showed that prototyping has a significant impact on the success of a new product, and the moderating role of customer involvement in the relationship between prototyping and the success of a new product was confirmed Manuscript profile -
Open Access Article
9 - Offering a Conceptual Framework for Selecting Innovative and New Product Ideas
Yaser Ghasemi nejad Farhad ShahmiryIn modern life, uncertainty situations govern all industries. In today`s life, price changes of essential goods, changes in exchange rate as well as stock price, and generally current economic changes all around the world are the cases by which all organizations are inv MoreIn modern life, uncertainty situations govern all industries. In today`s life, price changes of essential goods, changes in exchange rate as well as stock price, and generally current economic changes all around the world are the cases by which all organizations are involved with. Exploring new and innovative product opportunities involves the generation, development, and selection of the best ideas for new products. The fundamental steps include understanding the needs for new products, discovering existing and potential sources of ideas, describing internal and external requirements, and assessing the opportunities. The steps include reflecting on goals and priorities, examining guidelines, evaluating ideas of new product, and selecting candidates for further development. This paper presents a conceptual framework for selecting the best ideas of innovative products. The model represents a framework that is built upon understanding customer needs, determining the critical market-segment requirements and a profile of the target customers, stakeholder assessment and analyzing their goals and strategies, supply-networks management, competition analysis, infrastructure analysis, and ranking of new product ideas. Manuscript profile -
Open Access Article
10 - Reviewing Challenges of New Product Development Process in Small-Medium Enterprises Case study:Select Food and Drink Industries of Fars province
Reza Talei Far Seyed Hosein Hatami nasabSuccess in new product development (NPD) projects is a crucial challenge for the past and present managers. Actually researchers have still problems finding the reason for the high rate of failure in such projects. Failure of these projects in small and medium enterpris MoreSuccess in new product development (NPD) projects is a crucial challenge for the past and present managers. Actually researchers have still problems finding the reason for the high rate of failure in such projects. Failure of these projects in small and medium enterprises is a bigger problem compared to large companies. So some of these failures may endanger life of these units and result in the closure of these units. Therefore, in this research the challenges of product development in these companies have been surveyed in particular. For this purpose, opinions of experts and managers of firms in small and medium-size food industries of Fars province have been surveyed and then practical solutions and suggestions have been mentioned. In this study after extensive reviewing of research literature, a series of identified effective challenges and with considering the opinions of managers, significant challenges with degree of their importance within the firms have been mentioned. The results explain that from view of managers of under study, the units in connection with the effective challenges on new product development between the current status and the ideal situation there are significant gaps such as: estimating incorrect suitable market, lack of adequate research and development issues, lack of appropriate and sufficient distribution channels and lack of appropriate advertising for offering new products to the market have been discussed as the challenges. Manuscript profile -
Open Access Article
11 - Integration of Customers in Front-End of Innovation (FEI) by Open Innovation Approach: Generation and Selection of Innovative Product Ideas
Ali Asghar Molaie Babak Shirazi Javad SoltanzadehInnovation is a key element for the success of companies in a competitive environment. Innovations begin with innovative ideas that form in the early stages of the innovation process, called the front-end of innovation (FEI). Therefore, to access information from differ MoreInnovation is a key element for the success of companies in a competitive environment. Innovations begin with innovative ideas that form in the early stages of the innovation process, called the front-end of innovation (FEI). Therefore, to access information from different sources, especially external sources, the early activities of the innovation process should be organized as a systematic approach. Customers are as the most important source of innovative ideas in new product process that companies can use them. To benefit from the idea of customers, there needs to be a model for integrating them with internal organization resources. In this paper, a model is presented for integration of customers derived from open innovation paradigm in the FEI based on simultaneous integration of customers, competitors, fringe industries in order to Increase creativity and innovation success. This proposed model is obtained by development of Ulwick’s model that implemented in Agricultural implements industry for “drip irrigation system”. The main objective of this paper is to generate innovative product ideas and then selection of more innovative idea (real and unmet need) of customers in the FEI phase by proposed model, in order to reduce the failure rate of new products in the market. Data were obtained from a survey of 30 customers, as a research sample. The results suggest that opening the FEI phase and the subsequent integration of different customers in this phase, in order to generate innovative ideas, will have a positive impact on the success of the new product. Manuscript profile -
Open Access Article
12 - The role of market and entrepreneurship orientation on the successof new product development
zeinab esfandyari mohammad javad naeijiThis article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation MoreThis article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation in New Product development. Entrepreneurial orientation helps the companies to have personal control in order to have great improvement in new product development activities .on the other hand market orientation emphasis more in output control than personal control in new product development. Manages in firms that emphasize output controls are evaluated and rewarded on the basis of objective financial criteria. Personal control on the other hand, focuses on long-term performance rather than short term financial targets. Generally personal control requires more time and has a higher coordination cost than output control. In recent decades, companies consider new product as a source of competitive advantage and means of anticipating the competitors. Some marketing research have found the relationship between market orientation and new product development. The goal of market orientation is to satisfy current market needs, rather than to develop new products targeted at emerging new needs. Some researchers criticize market orientation ,They suggest that entrepreneurship orientation must replace with market orientation. Some researches focus on one of the orientation , on the other hand they ignore the role of internal control systems as a mediating variable . Therefore we survey this subject completely. This study in terms of methodology is descriptive correlation. Manuscript profile -
Open Access Article
13 - Identify the Technological Risks of the New Product Development Process and Prioritize by the Analytical Network Process (ANP)
Abolfazl mirzaramazani Sayed Mahdi Golestan Hashemi Seyed Mohammad Massoud naserianNowadays, Organizational survival depends on the tendency toward new products and the use of new ways to create them. Developing new product is a process through which a new product or a service is offered to the customers. More precisely, the new product development pr MoreNowadays, Organizational survival depends on the tendency toward new products and the use of new ways to create them. Developing new product is a process through which a new product or a service is offered to the customers. More precisely, the new product development process involves using resources and capabilities to create a new product or improve an existing product. Given the shorter life cycle of products and technology developments, new product development process in the growth, survival, and competitiveness of the utmost importance. There are several risks during new product development process; that in general, are divided into three major categories: technological risks, organizational risks, and marketing risks. According to studies, the technological risks are one of the most important risks. Perceived technological risk refers to a firm’s inability to completely understand or accurately predict some aspects of the technological environment as it relates to NPD projects. Hence identifying and reducing these risks helps to increase the success rate of the new product development process. In this research, by reviewing the literature on the areas of the new product development process, risk and risk management, 20 types of common technological risks in new product development process are extracted from the literature and using a number of experts from Malek Ashtar University of Isfahan who are specialized in this field, they are prioritized by the Analytical Network Process (ANP). Manuscript profile -
Open Access Article
14 - A Method for Identifying and Ranking the Risks of the New Product Development Process in the Iranian Automotive Industry Using the Method Combined ANP-DEMATEL
seyed ghasem salimi zavieh roksana fekriThe rapid growth of technology, increased risk-taking in global markets and the ever-increasing changes in customer needs have put pressure on new product development teams.There are many risks in the process of developing new products in all industries intrinsically. T MoreThe rapid growth of technology, increased risk-taking in global markets and the ever-increasing changes in customer needs have put pressure on new product development teams.There are many risks in the process of developing new products in all industries intrinsically. Therefore, understanding, identifying and ranking the risks is of strategic importance for companies. The purpose of this study is identifying and ranking the risks in the process of developing a new product in Iran's automotive industry, based on the literature of research and specialized interviews conducted with experts, the main indicators have been identified. The main risk indicators in the new product development process are organizational, managerial, financial, manufacturing, marketing, and technical. Moreover, they are related to the phases of new product development. Therefore, these indicators will be ranked in this study. Regarding the relationship between the criteria and the sub-criteria, the DEMETL technique will be used to identify the relationship model, and based on the network of identified relationships, the network analysis process (ANP) technique has been used for ranking the criteria and Sub-criteria with Super Decision software. The result of these techniques suggests that organizational risk is the most important parameter in risk management of the new product development process and the technical risk is the least important. On the other hand, sub-criterion of incorrect planning of resources has the highest importance and sub-criterion of lack of sufficient communications is the least important in the automotive industry in Iran. Manuscript profile -
Open Access Article
15 - Technology Supply Chain Design in a Corporation Using Product Architecture Technique (The case of automotive industry in Iran)
AhmadAbstract Technology Supply Chain plays an important role in identification and supplying of product and process technologies in a corporation. So, during the formation of decisions for product, processes and supply chain technologies architectures have be made simultan MoreAbstract Technology Supply Chain plays an important role in identification and supplying of product and process technologies in a corporation. So, during the formation of decisions for product, processes and supply chain technologies architectures have be made simultaneously. This article presents a new model to architecture and design for technology supply chain by using Product architecture technique in the corporation. The approach of this research is qualitative. We have gathered primary data by doing deep interview with experts of Iranian automotive companies. We have analyzed data by content and thematic analysis methods. Then, in the base of analytical data, we designed of final model. The designed model is verified and validated by the several focus groups and descriptive case study research methods. Manuscript profile -
Open Access Article
16 - The evolution of incumbents’ role during new nanotechnology based firms’ collaboration within new product development
Mohammad Ali Bahreini Zarj Ali Mobini Dehkordi Nima Heirati Mohammad Reza MeigounpooryHow incumbents benefit from advanced technologies has played an important role in the management literature. Industrial companies, in spite of certain advantages in the resources, experience and market knowledge, need to use advanced technology to increase their competi MoreHow incumbents benefit from advanced technologies has played an important role in the management literature. Industrial companies, in spite of certain advantages in the resources, experience and market knowledge, need to use advanced technology to increase their competitive advantages. Yet very little research has explained how incumbents collaborate with new nanotechnology based firms in order to develop new nano products. The study focuses on longitudinal six-year case studies of five collaborations between incumbents and new nanotechnology based firms. The contribution of this research is available in three parts. First, the benefit of incumbents from the nanotechnology requires a long-term extensive and interactive process, based on the synergy of technological capabilities of the new nanotechnology firms and the incumbents’ resources and capabilities. Second, the incumbents must have flexibility in their structures and collaboration’s strategies. Third, the role of the incumbents changes from a "technology taker" at the start of the collaboration to "new product development mentor" and then becomes a high-tech product / service buyer after clarifying the dimensions of technology and product innovation. This study provides a worthy illustration of these collaborations for researchers, managers and policymakers. Manuscript profile -
Open Access Article
17 - Using Meta-Synthesis Method to Proposing a Comprehensive Model of Effective Factors in Persuasive Advertising
sahar mashhadi Tahmours Hasangholi Pouryasouri Soheila Bourghani Farahani abdolhossein karam pourPersuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attractin MorePersuasive advertising is one of the effective ways of advertising, especially in the competitive business environment. Persuasive advertising is a technique that attracts customers by building trust and incentive to buy a product. Considering the necessity of attracting and increasing demand from the customer in the competitive business environment, it is necessary to identify the factors affecting convincing advertising. For this purpose, in this research, we try to define the phenomenon by explaining the dimensions and components of each dimension of effective factors on persuasive ads. In this research, using the meta-synthesis approach, we have analyzed the results and findings of previous researchers. By doing this, the factors influencing persuasive advertising in the business world were classified in six dimensions, twenty below. Finally, based on the abundance of number of codes related to the following dimensions, the conceptual framework of the research was presented. Manuscript profile -
Open Access Article
18 - Providing a model of indigenous R&D activities in new product development (Case Study:dairy industry)
seyed rohollah faraji hossein adab jalal haghighat monfaredThe present era is the era of knowledge and technology. In such circumstances, companies will be successful in using research and development activities in technical and economic fields and recognizing the existing local conditions to develop a strategy for the developm MoreThe present era is the era of knowledge and technology. In such circumstances, companies will be successful in using research and development activities in technical and economic fields and recognizing the existing local conditions to develop a strategy for the development and design of new products.The purpose of this research is to present a conceptual model of indigenous research and development activities in new product development in the dairy industry. This research is applied in terms of results and is an exploratory research in terms of purpose. The qualitative part approach is based on the Grand Theory strategy. The data collection tool is a semi-structured interview with 18 managers and experts in the field of research and development in the dairy industry. Sampling was performed in a purposeful and judgmental manner. The results are about causal conditions, internal and external Organizational trends.The main phenomenon is the indigenous of research and development activities. Interfering factors included organizational capabilities, legal factors, management potential and attitudes, and changes in the public environment. Underlying factors are the structure of the idea and the product, the market structure of the industry, the consumer approach, the institutional basis of research and development. Strategies include research and development knowledge mechanisms, training and human resources,financial resources, risk management, competitive and strategic mechanisms, coping with institutional weakness and customer focus. Implications also include improving the company's financial indicators, offering new products and services, improving position and productivity,exporting and upgrading indigenous knowledge and skills. Manuscript profile -
Open Access Article
19 - Investigating the effect of salespeople’s personal interaction on customers word- of - mouth with mediating role affective customer experience and moderating role of customer ethnocentrism and foreign product affinity (Case study of: customers of Janbo chain stores in Tabriz)
Ramin Bashirkhodaparasti Nasrin NematiThe purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for forei MoreThe purpose of this study was to investigate the effect of personal interaction of sellers on the tendency of customers to word-of-mouth marketing by considering the mediation of effective customer experience and moderation of customer ethnicity and the desire for foreign product among customers of Janbo chain stores in Tabriz. The statistical population is the customers of Janbo chain stores in Tabriz. To determine the sample size, considering that the target population is unlimited, the Cochran sample size determination formula was used and the sample size was 382 people. Sampling method is available in the present study. Data were collected through a questionnaire and to calculate the reliability of the questionnaire we used Cronbach's alpha coefficient, the value of which was calculated for the whole questionnaire 0.874. Also, SPSS software version 25 was used for data analysis and Smart PLS software was used for inferential statistics and hypothesis testing. The results of the study indicate a positive and significant effect of personal interaction of sellers on the desire to market word of mouth to customers and in this regard the effective customer experience has a mediating role and also the moderating effect of customer's ethnicity and desire for foreign product on effective customer experience. Took. Therefore, the main question of this research is whether the personal interaction of sellers affects the desire for word-of-mouth marketing through the mediation of effective customer experience and moderation of customer ethnicity and desire for foreign products among customers of Janbo chain stores in Tabriz? Manuscript profile -
Open Access Article
20 - Consumer Rights Of Food Products
Mahvash Abolghasem Kashanimanufacturers produce unhealthy and defected works that not only wastes our resources but also makes a poor economy that leave us in a vulnerable state in this ever-Due to the uncompetitive economic status of our country, some food developing world. The most important m Moremanufacturers produce unhealthy and defected works that not only wastes our resources but also makes a poor economy that leave us in a vulnerable state in this ever-Due to the uncompetitive economic status of our country, some food developing world. The most important matter to be considered is that it inflicts damage on the community health, while it distorts the public discipline and change the balance between production and consumption. Introduction of basic customer rights across Europe, triggered formulation of a special law for protecting customers in Iran. However, it is imperfect due to the ambiguous method of compensating for losses. Hence, based on the principle of no harm, this essay tends both to find a legally protective umbrella for customers and develop a robust economy as a remedy for the inefficient laws enacted regarding civil liability and protecting customers against the complications of market. For this purpose, this essay introduces a food manufacturer as a sufficient and primary cause that inflict harm, and specifies that the manufacturer’s failure plays role only in ascertaining of the causal link; It also set asides the liability resulting from food production failures and substitute it with manufacturers’ sense of responsibility for the final results , safety assurance, and a perfect responsibility based on legal and jurisprudential principles. Manuscript profile
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