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- Title
رشد و موفقیت کسبوکارهای اینترنتی پویا.
- Authors
علی مروتی شریفآب; ساجده دهقان منشا
- Abstract
An online business has many benefits for customers and communities as well as the economy. The purpose of this study was to identify the factors affecting the growth and success of online businesses. For this purpose, the factors and their relationships influencing the success of online business were identified in a cause-and-effect diagram by the System Dynamics method. Then, a stock-and-flow diagram was prepared by using the obtained cause-and-effect diagrams and the experts’ opinions, as well as the research literature. The data for performing the model simulation were gathered from interviews with the managers of the online clothing store and the model was simulated in Vensim for 100 months. The validity of the model was confirmed through various experiments. The 3 scenarios of increase of marketers' skills, website quality improvement, and website trust were proposed for identifying the factors affecting the growth and performance of Internet businesses. The performance of these scenarios in the company was simulated. The findings showed that increasing the marketers’ skills, improving the quality of the website, and enhancing website trust increased the actual customers, which indicated business growth. Also, the growth of real customers augmented cash flow and human resources. Based on the results of these three scenarios, increasing marketers' skills had the maximum impact on business growth. This research could provide an appropriate dynamic business model for online business owners to focus on the main activities related to the growth and performance of their businesses by using the results of the proposed policies.
- Publication
New Marketing Research Journal, 2022, Vol 11, Issue 4, p191
- ISSN
2228-7744
- Publication type
Academic Journal
- DOI
10.22108/NMRJ.2021.127819.2417