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The purpose of this paper is to consider the potential of an organisational orientation, namely the electronic marketing orientation (EMO) to address implementation issues in business-to-business (B2B) social media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing.

The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner. This facilitates the development of a conceptual model and research proposition as a basis of further research into addressing contemporary barriers to B2B social media implementation.

The paper contends that each of the four components of the EMO addresses different implementation issues faced in implementing social media and, more specifically, the unique issues faced by B2B marketers.

The paper is conceptual in nature; however, it provides directions for future empirical research.

The differences in promotional and sales channels and messages required in B2B context are addressed in the research propositions. The paper highlights implementation challenges and how a particular organisational orientation can facilitate the decision-making in dealing with them.

The paper provides a unique theoretical contribution by introducing the EMO conceptual model in a specific context of B2B social media marketing.

At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.

This chapter assists in Iran’s start-ups swift internationalisation from the onset. Indeed, it sheds in-depth qualitative and quantitative insights into analysing the propelling factors towards entrepreneurial internationalisation. To accomplish this feat, a mixed method of Systematic Literature Review (SLR), Fuzzy-Delphi (FD) and Fuzzy-DEMATEL (Decision Making Trial and Evaluation Laboratory) – ISM (Interpretive Structural Modelling) – MICMAC (Matrix-based Multiplication Applied to a Classification) (FDIM), along with a multi-scenario analysis have innovatively been applied. As a result, entrepreneur characteristics and an accessible qualified workforce, even in foreign countries, are the most prominent drivers. Most probably, the institutional voids, interconnected benchmarking and the advent of new disruptive technologies form the independent factors which can sharply influence the whole system, particularly the entrepreneur characteristics as a dependent one. Moreover, social media, customer orientation and the domestic market cover autonomous drivers, which can moderately be affected or influence the abovementioned factors.

One of the concepts most commonly evoked in order to characterize and explain the zig-zag trajectory of political dynamics in the Islamic Republic of Iran has been the “middle class.” Yet there is no scholarly consensus on a fundamental approach to identification and measurement of the middle class. Rather, the category of the middle class is both a category of analysis – long debated within social theory – as well as a category of practice – routinely deployed in political behavior and social distinction. In order to better conceptualize and understand the formation and role of Iran's middle classes in the country's sociopolitical dynamics, theories of class formation in the global South should be rearticulated away from a reified notion of the middle class as a transhistorical subject. To do so, this chapter is divided into four sections. First, internal debates over the role of Iran's middle classes in the country's recent political history are assessed and data from the 2016 Iran Social Survey is used to test a long-standing demographic assumption on the class dynamics of electoral behavior. Second, the tradition of theorizing the social power of middle classes is reassessed, drawing on the growing scholarly attention to the heterogenous origins and differentiated internal composition of middle classes across the global South. Third, a typology is proposed of four middle classes across the twentieth century shaped by varying state attempts at “catch-up” development. These types are then applied in a revisionist telling of the making and unmaking of middle classes in postrevolutionary Iran. Finally, implications of this framework beyond Iran are sketched out for global waves of protest in the twenty-first century.

This chapter demonstrates that women challenge oppressive gender relations by engaging in active agency at different levels. Iranian women’s struggles for gender equality show a critical consciousness of the politics of local male domination and an indigenous contestation of the cultural practices which sanction injustices against women.

This chapter is based on the findings and analysis of the book, Women, Power and Politics in 21st Century in Iran. It is the result of the political and personal experiences of a number of Iranian women academics, journalist and activists who live and work in Iran.

Based on the updated findings and new statistical data, this chapter argues that women, despite their high level of education and activism, continue to face gender inequality, in particular in the sphere of employment.

This chapter is intended to counter the often inaccurate and misleading impressions put forward by the media, politicians and some academics in the West when they talk about Iranian women. Within the broader feminist theoretical positioning, the aim of this chapter is to contribute to the debate on essentialism and the stereotype of Iranian women as submissive Muslim women without agency.

Feminist knowledge production is diverse. Nonetheless, consideration of the historical and geographical locations of feminist knowledge production is vital to our understanding of the complex processes of women’s liberation. Thus, Iranian women’s voices are important to what is traditionally understood as feminism.

Gamma-aminobutyric acid (GABA) is a four-carbon and nonprotein amino acid, made by various microorganisms, especially lactic acid bacteria (LAB) and probiotics. GABA has various physiological roles, for instance, insomnia, depression, hypotensive activity as well as diuretic effects. The production of GABA-based foods is a favorable result from GABA’s biological and functional properties. The purpose of this study is to investigate different methods of improving GABA production in probiotics and LAB to select the superlative method and bacterial strain.

In this review paper, all articles from five electronic databases containing Google Scholar, Web of Science, PubMed, Scopus and Science Direct were considered from 2000 to January 11, 2023, with keywords “Optimization” OR “Enhance” OR “Increase” AND “Gamma-aminobutyric acid” OR “GABA” AND “Probiotics” OR “Lactic acid bacteria” and selected according to the purpose of the study.

It seems that among all the investigated methods, an effective fermentation procedure with optimal conditions including fermentation medium, 5 L; glutamic acid, 295 g/L; incubation temperature, 32°C; inoculum, 10% (v/v); and agitation, 100 rpm, after 48 h of fermentation led to producing 205,800 mg/L of GABA from the effective bacterial strain Lactobacillus brevis NCL912.

With a simple but optimized fermentation, L. brevis NCL912 can be used for the efficient GABA production in the pharmacy and food factories.