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An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance
یک چارچوب هوش مصنوعی یکپارچه برای ایجاد دانش و تصمیم گیری منطقی بازاریابی B2B برای بهبود عملکرد شرکت-2021 This study examines the effect of big data powered artificial intelligence on customer knowledge creation, user
knowledge creation and external market knowledge creation to better understand its impact on B2B marketing
rational decision making to influence firm performance. The theoretical model is grounded in Knowledge
Management Theory (KMT) and the primary data was collected from B2B companies functioning in the South
African mining industry. Findings point out that big data powered artificial intelligence and the path customer
knowledge creation is significant. Secondly, big data powered artificial intelligence and the path user knowledge
creation is significant. Thirdly, big data powered artificial intelligence and the path external market knowledge
creation is significant. It was observed that customer knowledge creation, user knowledge creation and external
market knowledge creation have significant effect on the B2B marketing-rational decision making. Finally, the
path B2B marketing rational decision making has a significant effect on firm performance. keywords: هوش مصنوعی | داده های بزرگ | مدیریت دانش | بازاریابی B2B | عملکرد شرکت | Artificial intelligence | Big data | Knowledge management | B2B marketing | Firm performance |
مقاله انگلیسی |
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Assessment of customer knowledge management in academic libraries: Design and validation of a checklist
ارزیابی مدیریت دانش مشتری در کتابخانه های دانشگاهی: طراحی و اعتبار سنجی چک لیست-2021 A review of the research background shows that despite the usability of customer knowledge for libraries, the
concept of Customer Knowledge Management (CKM) in libraries is rarely addressed. The purpose of this study
was to identify the indicators, operational instances as well as the design and validation of an all-inclusive CKM
implementation instrument in academic libraries. The study was conducted in two quantitative and qualitative
phases. The final instrument was a CKM strategy that consisted of various indicators preliminary designed by
drawing on literature review, and operational instances identified by qualitative interviews with 12 academic
library managers. A Delphi study with 20 experts was used to assess the experts’ degrees of agreement on the
retrieved indicators and instances. The result was a reliable and valid checklist consisting of 67 instances under 6
major and 12 minor indicators. This instrument would allow managers to assess the state of CKM in their aca-
demic libraries, improve their library performance by checking the strengths and weaknesses against the in-
dicators, and also serve as a basis for training the academic library staff on how to successfully implement CKM.
With objective instances, the instrument is expected to improve the quality of customer services, customer
satisfaction, and customer loyalty. keywords: مدیریت دانش | دانش مشتری | مدیریت دانش مشتری | کتابخانه های دانشگاهی | بازخورد مشتری | مطالعه دلفی | Knowledge management | Customer knowledge | Customer knowledge management | Academic libraries | Customer feedback | Delphi study |
مقاله انگلیسی |
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Customer knowledge sharing in cross-border mergers and acquisitions: The role of customer motivation and promise management
اشتراک دانش مشتری در ادغام ها و اکتساب های فرامرزی: نقش انگیزه مشتری و مدیریت وعده-2021 Knowledge is a vital source of competitive advantage and renewal for contemporary organiza-
tions. However, to date, few studies have scrutinized how mergers and acquisitions (M&As)—
processes dependent on knowledge sharing—offer a valuable inter-organizational context
through which to understand the attainment of customer knowledge sharing following M&As.
Applying an integrated theoretical perspective from customer relationship management and M&A
performance research, we study a Chinese–Finnish acquisition and customer firms of the acquired
party across four advanced Western countries. We find that customer knowledge sharing is an
active relationship management process that relies on the factors of customer dedication-based
motivation vs. customer concerns about M&As to maintain relationships after acquisitions. In
addition, and more importantly, we find that the promise management mechanisms—making
promises, enabling promises, and keeping promises—of the M&A parties reinforce the motiva-
tional factors to maintain customer knowledge sharing in cross-border M&As. We propose a
conceptual framework of customer knowledge sharing in cross-border M&As. keywords: مشتریان | به اشتراک گذاری دانش | ادغام | خرید | انگیزه مشتری | مدیریت وعده | فرامرزی | به اشتراک گذاری دانش مشتری | Customers | Knowledge sharing | Mergers | Acquisitions | Customer motivation | Promise management | Cross border | Customer knowledge sharing |
مقاله انگلیسی |
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Effectual and causal reasoning in the adoption of marketing automation
استدلال اثربخش و علیتی در اتخاذ اتوماسیون بازاریابی-2020 Research on technology adoption in organizations traditionally assumes that these organizations follow rational,
strategic and planned adoption processes. However, a gradually emerging view is that the adoption of technology
is also characterized by entrepreneurial or effectual reasoning, primarily due to technological and market
uncertainties that call for more agile and experimental approaches at the digital age. Drawing on effectuation
theory, we develop a research framework to examine the managerial reasoning during the adoption of marketing
automation technology. Based on the results of a comparative multiple-case study on four large-sized industrial
firms, we develop a maturity model of marketing automation adoption and show that even large-sized B2B
companies apply effectual reasoning, which problematizes the rationality assumption in the technology adoption
literature. Second, we show that during the adoption process, organizations dominant reasoning mode follows
an iterative pattern in which the adopting organization moves back and forth between effectuation and causation.
Finally, we identify five key domains of marketing automation (customer knowledge, information systems
infrastructure, analytics, interdepartmental dynamics and change management) and describe their gradual
evolution at different stages of the adoption process. Keywords: Agile implementation | Business-to-business (B2B) marketing | Case study | Effectuation | Marketing automation | Technology adoption |
مقاله انگلیسی |
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Customer information resources advantage, marketing strategy and business performance: A market resources based view
مزیت منابع اطلاعاتی مشتری ، استراتژی بازاریابی و عملکرد تجاری: نمای مبتنی بر منابع بازار-2020 Chief among a firms market-based resources are its relational resources such as brand equity, customer equity
and channel equity that result from its interactions with customers and marketing intermediaries, and intellectual
resources – accumulated knowledge about entities in the market environment such as consumers, end
use and intermediate customers and competitors. In the evolving digital data rich market environment, customer-
based resources, a subset of a firms market-based resources, are becoming increasingly important as
potential sources of competitive advantage. Customer information assets refer to information of economic value
about customers owned by a firm. Information analysis capabilities are complex bundles of skills and knowledge
embedded in a firms organizational processes employed to generate customer knowledge from customer information
assets. Customer insights or knowledge is a firms extent of understanding of customers that informs its
business decisions. Building on the resource-based, capabilities-based and knowledge-based views of the firm,
resource advantage theory of competition, and the outside-in and inside-out approaches to strategy, this article
presents a market resources-based view of strategy, competitive advantage and performance. The article presents
a framework delineating the relationship between a firms customer information based resources, marketing
strategy and performance, and discusses implications for theory, research and practice. Keywords: Competitive advantage | Market based resources | Customer information based resources | Customer insights | Outside-in and inside-out approaches to | strategy |
مقاله انگلیسی |
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The advent of customer experiential knowledge management approach (CEKM): The integration of offline & online experiential knowledge
ظهور رویکرد مدیریت دانش تجربی مشتری (CEKM):تجمیع افلاین و دانش تجربی انلاین-2018 This paper builds a conceptual reflection leading to the proposition of the customer experiential knowledge
management (CEKM) approach. The challenge, here, is how to connect the customer knowledge management to
the customer lived service experience. Hence, a conceptual analysis ascertains that the customer knowledge, as
retrieved from his lived experience, plays a key role in the implementation of an experiential innovation.
In this regard, the customer experiential knowledge is drawn from the lived service experience in situ, both
online and offline.
The customer experiential knowledge is redefined by integrating the experience lived and shared online.
Then, a strategic model of CEKM, that integrates the customer experience processed through the knowledge
management, is proposed.
Research gaps are highlighted through a critical review of the literature in order to defend CEKM approach
and give way to the proposition of practical implications in terms of competencies and research questions.
Keywords: The customer experience (CX) ، Customer experiential knowledge management ، (CEKM) ، Customer knowledge management (CKM) ، The tacit knowledge (TK) ، Online customer service experience (OCSE) ، Experiential innovation |
مقاله انگلیسی |
7 |
Toward software quality enhancement by Customer Knowledge Management in software companies
به سوی بهبود کیفیت نرم افزار توسط مدیریت دانش مشتری در شرکت های نرم افزاری-2018 Customer Knowledge Management (CKM) plays an important role in the production of high
quality software products. As CKM in Enterprise Software (ES) development is still immature, this
raises questions on how CKM enablers can be used to help ES development companies improve
their software quality. In this study, Human, Organizational and Technological CKM enablers
were identified from the literature. The weights of these factors were determined by experts from
the ES development companies. Based on the most important factors, a theoretical model was
developed. The proposed model was evaluated by distributing a survey questionnaire to decision
makers in ES development companies. The results showed that “Customer Involvement” together
with “Trust” were the most influential factors, followed by “CRM Technology Infrastructure” and
“Cross-Functional Cooperation”. In addition, there was no impact from “Organizational
Training”, “Customer Knowledge Map”, and “CKM Strategy Development”. The results also re
vealed that the impact of CKM on software quality is significant. The proposed model in this
study can be used as a guideline for the successful application of CKM in ES development
companies to improve the software quality.
Keywords: Customer Relationship Management ، Customer Knowledge Management ، Software quality ، Enterprise Software ، Knowledge Management |
مقاله انگلیسی |
8 |
An integrated framework for sustainable supplier selection and evaluation in supply chains
یک چارچوب یکپارچه برای انتخاب و ارزیابی تامین کنندگان پایدار در زنجیره های عرضه-2017 Due to increased customer knowledge and ecological pressures from markets and various stakeholders,
business organizations have emphasized the importance of greening and sustainability in their supply
chain through supplier selection. Therefore, a systematic and sustainability-focused evaluation system
for supplier selection is needed from an organizational supply chain perspective. This work proposes a
framework to evaluate sustainable supplier selection by using an integrated Analytical Hierarchy Process
(AHP), ViseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR), a multi-criteria optimization and
compromise solution approach. Initially, 22 sustainable supplier selection criteria and three dimensions
of criteria (economic, environmental, and social) have been identified through literature and experts
opinions. A real world example of an automobile company in India is discussed to demonstrate the
proposed framework applicability. According to the findings, ‘Environmental costs,’ ‘Quality of product,’
‘Price of product,’ ‘Occupational health and safety systems,’ and ‘Environmental competencies’ have been
ranked as the top five sustainable supplier selection criteria. In addition, out of the five sustainable
suppliers alternatives, supplier number ‘three’ got the highest rank. The work presented in this paper
may help managers and business professionals not only to distinguish the important supplier selection
criteria but also to evaluate the most efficient supplier for sustainability in supply chain, while remaining
competitive in the market. Sensitivity analysis is also conducted to test the proposed framework
robustness.
Keywords: Sustainable supplier selection | Supply chains | Sustainability| AHP | VIKOR |Indian automobile industry |
مقاله انگلیسی |
9 |
Collaborating to innovate: Effects on customer knowledge management and performance
همکاری به نوآوری: بررسی اثر بر مدیریت دانش و کارایی مشتری-2015 Scholars regard customer knowledge management (CKM) as a strategic resource for businesses to improve inno
vation, facilitate the detection of new market opportunities, and support long-term customer relationship man
agement. However, literature suffers from a lack of understanding of customer collaboration's role in the
innovation process and innovation orientation in CKM. Accordingly, this paper tests a model examining how
both variables act as antecedents of CKM. The model also explores CKM and customer collaboration's effect on
marketing results. Findings have important academic and managerial implications, and show that collaboration
with customers and openness to innovation are key inputs because of their effects on CKM and marketing results
Keywords:
Customer knowledge management
Innovation orientation
Customer collaboration
Marketing results
Innovation process |
مقاله انگلیسی |
10 |
تاثیر همکاری در نوآوری بر مدیریت دانش مشتری و عملکرد آن
سال انتشار: 2015 - تعداد صفحات فایل pdf انگلیسی: 3 - تعداد صفحات فایل doc فارسی: 9 پژوهشگران، بهره مندی از مدیریت دانش مشتری (CKM) را در رابطه با بهبود نواوری و ابداع، تسهیل شناسایی فرصت های بازاری جدید، و پشتیبانی از مدیریت روابط طولانی مدت با مشتری، بعنوان منبعی استراتژیک برای کسب و کارهای تجاری مورد توجه و ملاحظه قرار می دهند. از اینرو، مطبوعات همیشه متحمل نبود فهم کافی از نقش همدستی و همکاری مشتری در پروسه نواوری و گرایش نواوری و ابداع در CKM، هستند. بنابراین، مقاله حاضر مدلی را ازمون می کند که بررسی می کند چگونه هر دو متغیر بعنوان عناصر اولیه یا پیشین CKM عمل می کنند. همچنین این مدل اثر همکاری مشتری و CKM را بر نتایج بازاریابی بیان می کند. یافته های حاصل از این بررسی، دارای دلایل مهم اکادمیک و مدیرانه است، و نشان می دهد که همکاری با مشتریان و گرایش بسمت نواوری، عناصر لازم اولیه بدلیل اثربخشی بر روی نتایج CKM و بازاریابی هستند.
کلمات کلیدی: مدیریت دانش مشتری | گرایش نواوری | همکاری مشتری | نتایج بازاریابی | پروسه نواوری
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