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Article
Publication date: 16 August 2021

Mona Jami Pour, Mahnaz Hosseinzadeh and Hannan Amoozad Mahdiraji

Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been…

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Abstract

Purpose

Today, social media is counted as an integral part of marketing strategies, which has led to a paradigm change in this field. As reported, social media marketing has been growing over the recent five years and is predicted to be exponentially growing in the future. However, despite the huge promise and intention to adopt social media marketing strategies by organisations, there remain challenges regarding the successful implementation of these new marketing programmes. Accordingly, marketing managers’ awareness of the success factors of social media marketing is essential to return investment in this area. Due to the little research been accomplished in this field, this paper aims to identify the success factors of social networks’ marketing and to rank the factors by using of interval best-worst method (BWM).

Design/methodology/approach

To serve the research aims, an extant literature review is accomplished and a focus group approach is conducted to identify the main success factors and sub-factors. To analyse the focus group discussions, a qualitative content analysis approach is applied. Interval BWM is used to calculate the weights of each identified factor.

Findings

In the final framework, six main success criteria, including strategy, process, technology, content, performance evaluation and people are identified, for each sub-criteria are developed. The interval BWM results suggest the content criterion as the most important success factor in developing a social media marketing strategy.

Research limitations/implications

First, this research provides a comprehensive insight into the success factors and best practices of social media marketing. This is the first to draw on the critical factors affecting the success of social media marketing, considering people in the organisation such as top management, employees and customers, strategy, process and performance evaluation focussing on the change management requirements for applying social media marketing and technology as the technical factor of the adoption process, simultaneously. Identifying critical success factors of social media marketing will help marketing managers to avoid falling into the trap of developing social media strategies based on less important areas and ignoring the critical ones. Besides, owing to the limited resources of organisations in implementing social media marketing strategies, prioritising and weighing the success factors will lead to a focus on more important areas.

Originality/value

Whilst the related studies have mostly concentrated on the capabilities and activities required to conduct social media marketing and the few research investigated the critical success factors most concentrated on the customer and the content-related factors, the finding of this research goes beyond that and suggests technical, process and human aspects simultaneously in the implementation process in a holistic view.

Article
Publication date: 7 July 2021

Hannan Amoozad Mahdiraji, Khalid Hafeez, Ali Asghar Abbasi Kamardi and Jose Arturo Garza-Reyes

This paper proposes a multi-layer hybrid decision-making approach to evaluate the capability alternatives for developing a collaborative network to operate in the…

Abstract

Purpose

This paper proposes a multi-layer hybrid decision-making approach to evaluate the capability alternatives for developing a collaborative network to operate in the international market.

Design/methodology/approach

The present study is contextualised in the Iranian pistachio export industry. An extensive review of the state-of-the-art literature on supplier collaboration was conducted to identify key capabilities that are essential to establish a collaborative network. The set of defined capabilities were then optimised through interviews with 14 experts from the relevant industry, academics and export authorities. A combination of the fuzzy Delphi method and the best–worst method (BWM) approach was, respectively, used to reduce the number of capability alternatives and assign priority weights to these alternatives. Subsequently, a weighted aggregated sum product assessment method (WASPAS) was employed to rank and evaluate the ability to creating a collaborative network for the export of pistachio.

Findings

From the extant literature review, 18 capabilities for the formation of coordination networks in the international markets were identified. Then, the prominent indicators in forming a global network were extracted. After ranking the top pistachio export countries/regions to formalise an efficient collaborative network, it was revealed that although Iran exports approximately 30% of the global market, it falls behind the USA and European Union. The competitors have scored higher in critical criteria, including “trust and commitment”, “strategy and management”, “managerial control and standardization” and “financial resources”.

Originality/value

The proposed hybrid approach encompassing fuzzy Delphi–BWM–WASPAS offers to solve the capability evaluation and selection as well as ranking the possible alternative to formalise a collaborative network in an integrated fashion. This combination of methods is capable to first identify the most important factors, then measuring their importance and eventually rank the possible alternatives. The suggested framework provides an approach to deal with the uncertainty of global collaborative network formation.

Details

Industrial Management & Data Systems, vol. 121 no. 10
Type: Research Article
ISSN: 0263-5577

Keywords

Article
Publication date: 24 November 2021

Hannan Amoozad Mahdiraji, Moein Beheshti, Vahid Jafari-Sadeghi and Alexeis Garcia-Perez

Knowledge management seeks collaborative practices among organisations to generate technical, adapt and share knowledge to obtain a sustainable competitive advantage in…

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Abstract

Purpose

Knowledge management seeks collaborative practices among organisations to generate technical, adapt and share knowledge to obtain a sustainable competitive advantage in cross-border business activities. This paper aims to disentangle the crucial determinants of knowledge management in inter-organisational arrangements settings.

Design/methodology/approach

In the first stage, after an in-depth literature review, the main knowledge management drivers are identified. In the second stage, based on the identified drivers, the importance and relationship between the drivers are evaluated by expert opinions from academic and executive activists. Eventually, in the last stage, a multi-layer decision-making approach has been proposed and used to determine the relationship and the importance of the drivers.

Findings

The findings of this paper assess the ranking of the different elements from experts’ opinions and discuss important theoretical and managerial implications. The influential factors were identified through an extensive literature review, which combined with the views of experts from academia and industry (international firms). Furthermore, the ranking of factors based on the experts’ overall opinion was used to discuss theoretical and managerial contributions.

Originality/value

This research provides a better understanding of the interrelationships between the key drivers of knowledge management, which helps management draw more effective strategies to address the cultural differences between firms. Moreover, understanding of the importance of the systems and structures that define the nature of the collaboration in inter-organisational settings, as well as the risks related to those are presented in this research.

Article
Publication date: 15 February 2021

Nima Garousi Mokhtarzadeh, Hannan Amoozad Mahdiraji, Ismail Jafarpanah, Vahid Jafari-Sadeghi and Stefano Bresciani

The role of inter-organizational knowledge mechanisms (IOKMs) in learning networks is increasing so that the competition of business networks in providing innovations is…

Abstract

Purpose

The role of inter-organizational knowledge mechanisms (IOKMs) in learning networks is increasing so that the competition of business networks in providing innovations is highly dependent on the effective selection and application of these mechanisms. This study aims to argue that recognizing the classification of IOKMs and understanding their impact on networking capability (NC) makes the selection of mechanisms more effective.

Design/methodology/approach

With a systematic review of literature, a comprehensive list of IOKMs, their main characteristics and NCs have been extracted. The authors have used a focus group for data gathering and a hybrid multi-layer decision-making approach for data analysis. Finally, the impact of IOKMs on NC was determined.

Findings

By implementing a multi-layer decision-making approach, four categories of IOKMs including person-to-person, co-creation, team-oriented and informational are illustrated and their effects of NC are determined. Therefore, the findings of this research provide latecomer firms (LCFs) managers with a clear framework for selecting IOKMs.

Originality/value

The literature review shows that the number of knowledge mechanisms, especially their inter-organizational types, is increasing. It has made it difficult for LCFs managers to select effective and efficient mechanisms. Most of these mechanisms are listed, and few studies have classified them. Besides, research shows that fewer studies have investigated how IOKMs relate to NC. Furthermore, most studies on IOKMs have been conducted in the context of leading firms and LCFs have been neglected.

Details

Journal of Knowledge Management, vol. 25 no. 7
Type: Research Article
ISSN: 1367-3270

Keywords

Article
Publication date: 1 June 2021

Hannan Amoozad Mahdiraji, Madjid Tavana, Pouya Mahdiani and Ali Asghar Abbasi Kamardi

Customer differences and similarities play a crucial role in service operations, and service industries need to develop various strategies for different customer types…

Abstract

Purpose

Customer differences and similarities play a crucial role in service operations, and service industries need to develop various strategies for different customer types. This study aims to understand the behavioral pattern of customers in the banking industry by proposing a hybrid data mining approach with rule extraction and service operation benchmarking.

Design/methodology/approach

The authors analyze customer data to identify the best customers using a modified recency, frequency and monetary (RFM) model and K-means clustering. The number of clusters is determined with a two-step K-means quality analysis based on the Silhouette, Davies–Bouldin and Calinski–Harabasz indices and the evaluation based on distance from average solution (EDAS). The best–worst method (BWM) and the total area based on orthogonal vectors (TAOV) are used next to sort the clusters. Finally, the associative rules and the Apriori algorithm are used to derive the customers' behavior patterns.

Findings

As a result of implementing the proposed approach in the financial service industry, customers were segmented and ranked into six clusters by analyzing 20,000 records. Furthermore, frequent customer financial behavior patterns were recognized based on demographic characteristics and financial transactions of customers. Thus, customer types were classified as highly loyal, loyal, high-interacting, low-interacting and missing customers. Eventually, appropriate strategies for interacting with each customer type were proposed.

Originality/value

The authors propose a novel hybrid multi-attribute data mining approach for rule extraction and the service operations benchmarking approach by combining data mining tools with a multilayer decision-making approach. The proposed hybrid approach has been implemented in a large-scale problem in the financial services industry.

Article
Publication date: 1 September 2020

Hannan Amoozad Mahdiraji, Khalid Hafeez, Hamidreza Kord and AliAsghar Abbasi Kamardi

This paper analyses the voice of customers (VoCs) using a hybrid clustering multi-criteria decision-making (MCDM) approach. The proposed method serves as an efficient tool…

Abstract

Purpose

This paper analyses the voice of customers (VoCs) using a hybrid clustering multi-criteria decision-making (MCDM) approach. The proposed method serves as an efficient tool for how to approach multiple decision-making involving a large set of countrywide customer complaints in the Iranian automotive sector.

Design/methodology/approach

The countrywide data comprising 3,342 customer complaints (VoCs) were gathered. A total of seven determinant complaint criteria were identified in brainstorming sessions with three groups (six each) of experts employing the fuzzy Delphi method. The weights of these criteria were assigned by applying the fuzzy best–worst method (FBWM) to identify the severity of the complaints. Subsequently, the complaints were clustered into five categories with respective customer locations (province), car type and manufacturer using the K-mean method and further prioritised and ranked employing the fuzzy complex proportional assessment of alternatives (FCOPRAS) method.

Findings

The results indicated that the majority of complaints (1,027) from the various regions of the country belonged to one specific model of car made by a particular producer. The analyses revealed that only a few complaints were related to product quality, with the majority related to service and financial processes including delays in automobile delivery, delays in calculating monthly instalments, price variation, failure to provide a registration ( licence) and failure to supply the agreed product. The proposed method is an efficient way to solve large-scale multidimensional problems and provide a robust and reliable set of results.

Practical implications

The proposed method makes it much easier for management to deal with complaints by significantly reducing their number. The highest-ranked complaints from customers of the car industry in Iran are those related to delivery time, price alternations, customer service support and quality issues. Surveying the list of complaints shows that paying attention to the four most voiced complaints can reduce them more than 54%. Management can make appropriate strategies to improve the production quality as well as business processes, thus producing a significant number of customer complaints.

Originality/value

This paper proposes a comprehensive approach to critically analyse the VoCs by combining qualitative and decision-making approaches including K-mean, FCOPRAS, fuzzy Delphi and FBWM. This is the first paper that analyses the VoCs in the automotive sector in a developing country’s context involving large-scale decision-making problem-solving.

Details

Management Decision, vol. 60 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 11 May 2020

Nima Garousi Mokhtarzadeh, Hannan Amoozad Mahdiraji, Ismail Jafarpanah, Vahid Jafari-Sadeghi and Silvio Cardinali

The experience of successful firms has proven that one of the most important ways to promote co-learning and create successful networked innovations is the proper…

Abstract

Purpose

The experience of successful firms has proven that one of the most important ways to promote co-learning and create successful networked innovations is the proper application of inter-organizational knowledge mechanisms. This study aims to use a resource-action-performance framework to open the black box on the relationship between networking capability and innovation performance. The research population embraces companies in the Iranian automotive industry.

Design/methodology/approach

Due to the latent nature of the variables studied, the required data are collected through a web-based cross-sectional survey. First, the content validity of the measurement tool is evaluated by experts. Then, a pre-test is conducted to assess the reliability of the measurement tool. All data are gathered by the Iranian Vehicle Manufacturers Association (IVMA) and Iranian Auto Parts Manufacturers Association (IAPMA) samples. The power analysis method and G*Power software are used to determine the sample size. Moreover, SmartPLS 3 and IBM SPSS 25 software are used for data analysis of the conceptual model and relating hypotheses.

Findings

The results of this study indicated that the relationships between networking capability, inter-organizational knowledge mechanisms and inter-organizational learning result in a self-reinforcing loop, with a marked impact on firm innovation performance.

Originality/value

Since there is little understanding of the interdependencies of networking capability, inter-organizational knowledge mechanisms, co-learning and their effect on firm innovation performance, most previous research studies have focused on only one or two of the above-mentioned variables. Thus, their cumulative effect has not examined yet. Looking at inter-organizational relationships from a network perspective and knowledge-based view (KBV), and to consider the simultaneous effect of knowledge mechanisms and learning as intermediary actions alongside, to consider the performance effect of the capability-building process, are the main advantages of this research.

Details

Journal of Intellectual Capital, vol. 21 no. 6
Type: Research Article
ISSN: 1469-1930

Keywords

Article
Publication date: 3 June 2020

Nima Garousi Mokhtarzadeh, Hannan Amoozad Mahdiraji, Vahid Jafari-Sadeghi, Arash Soltani and AliAsghar Abbasi Kamardi

To design a novel hybrid approach to illustrate a reciprocal alignment to integrate future products and technologies. This mixed qualitative-quantitative method aims to…

Abstract

Purpose

To design a novel hybrid approach to illustrate a reciprocal alignment to integrate future products and technologies. This mixed qualitative-quantitative method aims to optimize the final product portfolio and production technologies alignment in the food industry.

Design/methodology/approach

A list of products and technologies is extracted and evaluated by experts employing Market Attractiveness and Ease of Implementations Matrix (MA-EI) for products and attractiveness and technological Capability Matrix (A-C) for technologies. Weights of high-scored alternatives are attained applying the Z-number extension of Best Worst Method (ZBWM). After the product-technology matrix is formed and the alignment scores of each pair are determined by experts. Subsequently, final scores are computed, and a framework is proposed by electing high-ranked products and technology of each cluster to form the aligned product and technology portfolios of a food and hygiene industry company.

Findings

By employing an uncertain multicriteria decision-making approach besides product and technology matrices in a food industry corporation, among 40 technology and product, 13 products by 6 technologies are proposed. Thus, only six technology are necessary to manufacture the highly important and effective products.

Originality/value

The combination of product and technology analysis matrixes with an uncertain decision-making approach is considered as a novel approach in this research. Moreover, the distinctness between the present study and other researches is the concurrent unified aspect of product portfolio and technology optimization and its implementation in the planning discussion, especially in the food industry.

Details

British Food Journal, vol. 122 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 29 October 2021

Hannan Amoozad Mahdiraji, Moein Beheshti, Seyed Hossein Razavi Hajiagha, Niloofar Ahmadzadeh Kandi and Hasan Boudlaie

Due to the political, economic and infrastructure barriers and risks that international entrepreneurs (IEs) face when researching an emerging economy's agrifood sector…

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Abstract

Purpose

Due to the political, economic and infrastructure barriers and risks that international entrepreneurs (IEs) face when researching an emerging economy's agrifood sector, this research aims to identify the major barriers, analyse their relationships, quantify their importance, classify and rank them. Thus, the IEs will gain a better understanding and vision of their decision-making processes in this era.

Design/methodology/approach

To do this, the authors first created a list of barriers to entry for IEs into Iran's rising economy's agrifood industry. Following that, a multi-layer decision-making approach was developed and implemented to accomplish the research objectives. The first stage utilized a hybrid of interpretive structural modelling (ISM) and cross-impact matrix multiplication applied to classification (MICMAC) to depict the level-based conceptual model and classification of the IEs’ obstacles to entry into the agrifood sector. Following that, a hybrid decision-making trial and evaluation laboratory (DEMATEL), and analytic network process (ANP) called DANP was utilized to present a causal relationship between the barriers, identify their causes and effects, and also quantify the relevance of each barrier.

Findings

After employing the multi-layer decision-making approach, the results demonstrated that fundamental limitations, including infrastructure and technology limitations, are the most critical barriers alongside policy factors encompassing governmental support and access to global or regional economy/market. According to the results, innovation and economic sustainability of the agrifood supply chain also matter. All of these critical barriers are intertwined and should be planned and solved simultaneously. Furthermore, based on DANP results, the sustainability pillars (economy, environment, society), besides the low efficiency of the agrifood sector in Iran, should be investigated further for future policy makings.

Originality/value

A hybrid multi-layer decision-making approach has been used for analysing the barriers of investment in the agrifood sector of the emerging economy of Iran for the international entrepreneurs. Moreover, the authors provide implications and insights for IEs and officials for decision-making in the future.

Details

British Food Journal, vol. 124 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 12 October 2021

Seyed Hossein Razavi Hajiagha, Saeed Alaei, Hannan Amoozad Mahdiraji and Fatemeh Yaftiyan

International collaboration is a crucial requirement of entrepreneurship, particularly in developing emerging economies. This collaboration seems so necessary in the food…

Abstract

Purpose

International collaboration is a crucial requirement of entrepreneurship, particularly in developing emerging economies. This collaboration seems so necessary in the food industry as a major contributor to environmental, social and economic problems. This paper aims to identify, analyse the influential network relationship and prioritise the key success factors (KSFs) of international collaboration formation in the entrepreneurial food industry with a case study on Iran's emerging economy.

Design/methodology/approach

To identify a list of KSFs, a qualitative method, literature review, is initially used. A quantitative method, fuzzy-Delphi, then is employed to finalise the main KSFs based on the entrepreneurial food industry experts' opinion. To analyse the causal relationship, and prioritise the KSFs, a fuzzy decision-making trial and evaluation laboratory (DEMATEL)-analytic network process (ANP) methodology, i.e. FDANP, is applied. At the first stage, the cause–effect diagram of KSFs is extracted using fuzzy DEMATEL and then, the KSFs weights and priorities are evaluated using a fuzzy ANP.

Findings

The results illustrate that the characteristics of effective development workers are the leading dimension of a successful international collaboration that directly affects other dimensions. On the other hand, increased marketing and trading is the most important KSF that is directly related to international entrepreneurial collaboration team capabilities and professionalism. The leading and casual role of team members also plays a vital role in strategic and communication issues affecting the collaboration success, e.g. market research and new product development. Availability of financial resources and the ability of partners in continuous financing is also a crucial and required factor for a successful collaboration.

Originality/value

Using an extensive review of the literature to extract the KSFs of international entrepreneurial collaboration and finalising them using a fuzzy-Delphi method and examining the cause-effect relations between them, as well as prioritising the KSFs are the main contributions of this paper.

Details

British Food Journal, vol. 124 no. 7
Type: Research Article
ISSN: 0007-070X

Keywords

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