Search results for: Brand Position

Authors: Somkiat Wangsiripitak

Abstract:

Virtual touch screen using camera is an ordinary screen which uses a camera to imitate the touch screen by taking a picture of an indicator, e.g., finger, which is laid on the screen, converting the indicator tip position on the picture to the position on the screen, and moving the cursor on the screen to that position. In fact, the indicator is not laid on the screen directly, but it is intervened by the cover at some intervals. In spite of this gap, if the eye-indicator-camera angle is not large, the mapping from the indicator tip positions on the image to the corresponding cursor positions on the screen is not difficult and could be done with a little error. However, the larger the angle is, the bigger the error in the mapping occurs. This paper proposes cursor position estimation model for virtual touch screen using camera which could eliminate this kind of error. The proposed model (i) moves the on-screen pilot cursor to the screen position which locates on the screen at the position just behind the indicator tip when the indicator tip has been looked from the camera position, and then (ii) converts that pilot cursor position to the desirable cursor position (the position on the screen when it has been looked from the user-s eye through the indicator tip) by using the bilinear transformation. Simulation results show the correctness of the estimated cursor position by using the proposed model.

Keywords: Bilinear transformation, cursor position, pilot cursor, virtual touch screen.

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Authors: Toni Raurich, Joan Llonch-Andreu

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This research focused on the relationship between Search Engine Marketing (SEM) and traditional advertising. The dominant assumption is that SEM does not help brand awareness and only does it in session as if it were the cost of manufacturing the product being sold. The study is methodologically developed using an experiment where the effects were determined to analyze the billboard effect. The research allowed the cross-linking of theoretical and empirical knowledge on digital marketing. This paper has validated that, this marketing generates retention as traditional advertising would by measuring brand awareness and its improvements. This changes the way performance and brand campaigns are distributed within marketing departments, effectively rebalancing budgets moving forward.

Keywords: Search engine marketing, click-through ratios, pay-per-click, marketing attribution.

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Authors: Bundit Pungnirund

Abstract:

This research aimed to investigate the relationship between attitude towards marketing mix, brand image and consumer behavior of the passengers of low-cost airlines service. This study employed by quantitative research and the questionnaire was used to collect the data from 400 sampled of the passengers who have ever used the low-cost airline services based in Bangkok, Thailand. The descriptive statistics and Pearson’s correlation analysis were used to analyze data. The research results revealed that the attitude of the marketing mix of the low-cost airline services including product, price, place, promotion and process had related to the consumer behavior on the aspects of duration of service and frequency of service. While, the brand image of the low cost airline including the characteristics of organization, service quality and company identity had related to the consumer behavior on duration of service, frequency of service and cost of service at the significant statistically acceptable levels.

Keywords: Brand image, consumer behavior, low-cost airlines, marketing mix.

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Authors: Preeti Yadav, Dandeswar Bisoyi, Debkumar Chakrabarti

Abstract:

Mascots provide memories to viewers, and numerous promotional campaigns with different appearances, continue to trigger viewers and capture their interest. This study investigates the effect of Indian food mascot designs and influence on enhancing communication; thereby, building long-term brand recognition by the consumers. This paper presents a descriptive approach to Indian food mascot design as an advertising tool, and its research adopts a quantitative methodology. The study confirms that mascots have an ability to communicate a message in an effective manner; all though they are simple in terms of design and fashion trend, they have the capability to build positive reactions.

Keywords: Food mascot, brand recognitions, advertising, humour.

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Authors: Soo- Young Ye, Dong-Hyun Kim

Abstract:

Obstructive sleep apnea in patients, between 70 and 80 percent, can be cured with just a posture correcting. The most import thing to do this is detection of obstructive sleep apnea. Detection of obstructive sleep apnea can be performed through heart rate variability analysis using power spectrum density analysis. After HRV analysis we needed to know the current position information for correcting the position. The pressure sensors of the array type were used to obtain position information. These sensors can obtain information from the experimenter about position. In addition, air cylinder corrected the position of the experimenter by lifting the bed. The experimenter can be changed position without breaking during sleep by the system. Polysomnograph recording were obtained from 10 patients. The results of HRV analysis were that NLF and LF/HF ratio increased, while NHF decreased during OSA. Position change had to be done the periods.

Keywords: Obstructive sleep apnea, Heart rate variability, Air cylinder, PSD, RR interval, ANS

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Authors: Maia Seturi, Tamari Todua

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Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations.

Keywords: Marketing research, customer behavior, brand, successful brand.

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Authors: Eva Čáslavová, Andrej Višněvský

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This research focused on the dimensions of brand personality of the Ice Hockey World Championship sporting event. The authors compared the elements in relation to different demographic groups including gender, age, level of education and student status of the population of Prague. Moreover, the differences of opinions of respondents who had experience of visiting a sports event and those who had not were assessed. In the research, the modified brand personality scale was used. This modified scale consists of five dimensions: responsibility, activity, toughness, individuality and emotionality, none of which was previously tested. The authors had an intentional sample of 291 respondents from Prague available, ranging in age from 18 years to 75 years, with either a high school or university education. The respondents rated the characteristic features in a seven-point Likert Scale and the data was collected in November 2012. The results suggest that the Ice Hockey World Championship is most identified with these dimensions: responsibility, emotionality and activity. Men had higher mean scores (4.93) on the Likert Scale in the emotionality dimension, while women had higher mean scores (4.91) in the activity dimension. Those respondents with experience visiting an Ice Hockey World Championship match had the highest mean score (5.10) in the emotionality dimension. This research had expected to show more pronounced mean values (above six) on the Likert scale in the emotionality and activity dimensions that more strongly characterize the brand personality of the Ice Hockey World Championship, however this expectation was not confirmed.

Keywords: Brand personality dimensions, ice hockey, international sport event, sports marketing.

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Authors: Maia Seturi

Abstract:

One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: Pongsiri K.

Abstract:

This research aimed to study the market feasibility for new brand coffee house, the case study of Thailand.. This study is a mixed methods research combining quantitative research and the qualitative research. Primary data 350 sets of questionnaires were distributed, and the high quality completed questionnaires of 320 sets returned. Research samples are identified as customers’ of Hi-end department stores in Thailand. The sources of secondary data were critical selected from highly reliable sources, both from public and private sectors. The results were used to classify the customer group into two main groups, the younger than 25 and the older than 25years old. Results of the younger group, are give priority to the dimension of coffee house and its services dimension more than others, then branding dimension and the product dimension respectively. On the other hand, the older group give the difference result as they rate the important of the branding, coffee house and its services, then the product respectively. Coffee consuming is not just the trend but it has become part of people lifestyle. And the new cultures also created by the wise businessman. Coffee was long produced and consumed in Thailand. But it is surprisingly the hi-end brand coffee houses in Thai market are mostly imported brands. The café business possibility for Thai brand coffee house in Thai market were discussed in the paper.

Keywords: Coffee House, Café, Coffee Consuming and new entry branding, market feasibility

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Authors: N.H. Mvungi

Abstract:

This paper addresses control of commutation of switched reluctance (SR) motor without the use of a physical position detector. Rotor position detection schemes for SR motor based on magnetisation characteristics of the motor use normal excitation or applied current /voltage pulses. The resulting schemes are referred to as passive or active methods respectively. The research effort is in realizing an economical sensorless SR rotor position detector that is accurate, reliable and robust to suit a particular application. An effective and reliable means of generating commutation signals of an SR motor based on inductance profile of its stator windings determined using active probing technique is presented. The scheme has been validated online using a 4-phase 8/6 SR motor and an 8-bit processor.

Keywords: Position detection, rotor position, sensorless, switched reluctance, SR.

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Authors: Jinseon Song, Yongwan Park

Abstract:

In this paper, propose method that can user’s position that based on database is built from single camera. Previous positioning calculate distance by arrival-time of signal like GPS (Global Positioning System), RF(Radio Frequency). However, these previous method have weakness because these have large error range according to signal interference. Method for solution estimate position by camera sensor. But, signal camera is difficult to obtain relative position data and stereo camera is difficult to provide real-time position data because of a lot of image data, too. First of all, in this research we build image database at space that able to provide positioning service with single camera. Next, we judge similarity through image matching of database image and transmission image from user. Finally, we decide position of user through position of most similar database image. For verification of propose method, we experiment at real-environment like indoor and outdoor. Propose method is wide positioning range and this method can verify not only position of user but also direction.

Keywords: Positioning, Distance, Camera, Features, SURF (Speed-Up Robust Features), Database, Estimation.

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Authors: Gu Shan-Mao, He Feng-You, Ye Sheng-Wen, Ma Zhi-Xun

Abstract:

The application of a high frequency signal injection method as speed and position observer in PMSM drives has been a research focus. At present, the precision of this method is nearly good as that of ten-bit encoder. But there are some questions for estimating position polarity. Based on high frequency signal injection, this paper presents a method to compensate position polarity for permanent magnet synchronous motor (PMSM). Experiments were performed to test the effectiveness of the proposed algorithm and results present the good performance.

Keywords: permanent magnet synchronous motor, sensorless, high-frequency signal injection, magnetic pole position.

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Authors: Emmanuel Selase Asamoah, Miloslava Chovancová

Abstract:

When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.

Keywords: culture, branding strategy, marketing mix, mass customization, standardization

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Authors: Emin Özyılmaz

Abstract:

In this work, position vector of a time-like dual curve according to standard frame of D31 is investigated. First, it is proven that position vector of a time-like dual curve satisfies a dual vector differential equation of fourth order. The general solution of this dual vector differential equation has not yet been found. Due to this, in terms of special solutions, position vectors of some special time-like dual curves with respect to standard frame of D31 are presented.

Keywords: Classical Differential Geometry, Dual Numbers, DualFrenet Equations, Time-like Dual Curve, Position Vector, DualLorentzian Space.

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Authors: N. Z. Azlan, H. Yamaura

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This paper presents the Function Approximation Technique (FAT) based adaptive impedance control for a robotic finger. The force based impedance control is developed so that the robotic finger tracks the desired force while following the reference position trajectory, under unknown environment position and uncertainties in finger parameters. The control strategy is divided into two phases, which are the free and contact phases. Force error feedback is utilized in updating the uncertain environment position during contact phase. Computer simulations results are presented to demonstrate the effectiveness of the proposed technique.

Keywords: Adaptive impedance control, force based impedance control, force control, Function Approximation Technique (FAT), unknown environment position.

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Authors: Isari Pairoa, Proud Arunrangsiwed

Abstract:

Celebrity and brand mascot endorsement have been explored for more than three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.

Keywords: Product endorsement, memory, identification theory, source credibility, unintentional effect.

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Authors: Mustafa Resa Becan

Abstract:

Sliding mode control with a fuzzy boundary layer is presented to hydraulic position control problem in this paper. A nonlinear hydraulic servomechanism which has an asymmetric cylinder is modeled and simulated first, then the proposed control scheme is applied to this model versus the conventional sliding mode control. Simulation results proved that the chattering free position control is achieved by tuning the fuzzy scaling factors properly.

Keywords: Hydraulic servomechanism, position control, sliding mode control, chattering, fuzzy boundary layer.

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Authors: Duygu Aydın, Aşina Gülerarslan, Süleyman Karaçor, Tarık Doğan

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Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertisement which was practiced in Turkey. The data will be collected by survey method and the sample of the study consists of individuals who experienced the practice of sample advertisement. Data will be collected by online survey method and will be analyzed by using SPSS statistical package program. Recently traditional advertisement mind have been changing. New advertising approaches which have significant impacts on consumers have been argued. Viral advertising is a modernist advertisement mind which offers significant advantages to brands apart from traditional advertising channels such as television, radio and magazines. Viral advertising also known as Electronic Word-of- Mouth (eWOM) consists of free spread of convincing messages sent by brands among interpersonal communication. When compared to the traditional advertising, a more provocative thematic approach is argued. The foundation of this approach is to create advertisements that are worth sharing with others by consumers. When that fact is taken into consideration, in a manner of speaking it can also be stated that viral advertising is media engineering. The content worth sharing makes people being a volunteer spokesman of a brand and strengthens the emotional bonds among brand and consumer. Especially for some sectors in countries which are having traditional advertising channel limitations, viral advertising creates vital advantages.

Keywords: Viral advertising, marketing, consumers, brands.

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Authors: Salah I. Al-Mously, Marai M. Abousetta

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This paper investigates the impact of the hand-hold positions on both antenna performance and the specific absorption rate (SAR) induced in the user-s head. A cellular handset with external antenna operating at GSM-900 frequency is modeled and simulated using a finite difference time-domain (FDTD)-based platform SEMCAD-X. A specific anthropomorphic mannequin (SAM) is adopted to simulate the user-s head, whereas a semirealistic CAD-model of three-tissues is designed to simulate the user-s hand. The results show that in case of the handset in hand close to head at different positions; the antenna total efficiency gets reduced to (14.5% - 5.9%) at cheek-position and to (27.5% to 11.8%) at tilt-position. The peak averaged SAR1g values in head close to handset without hand, are 4.67 W/Kg and 2.66 W/Kg at cheek and tilt-position, respectively. Due to the presence of hand, the SAR1g in head gets reduced to (3.67-3.31 W/Kg) at cheek-position and to (1.84-1.64 W/Kg) at tilt-position, depending on the hand-hold position.

Keywords: FDTD, phantom, specific absorption rate (SAR), cellular handset exposure.

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Authors: Azaz Zaman, Imtiaz Uddin Chowdhury, Mohammad Shariful Islam

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Corporate governance has become a crucial issue in both the business and academic world as a result of world-wide financial scandals and lack of trust in corporate practices. There is no doubt that in order to thrive and attain growth in the market, a company must earn the trust of its stakeholders by consistently delivering on its commitments. Directors of the companies thus comprehend the importance of upfront communication with relevant stakeholders to increase their confidence. The authors of this article argue that practicing good corporate governance is not enough in this highly competitive market place; corporate leaders need to market their good corporate governance practices in order to make the company more attractive to investors. This article also contends that the strength of corporate governance relies wholly upon the extent to which it is communicated simply, effectively and unceasingly to its stakeholders. The main objective of this study, therefore, is to explore the importance of branding good corporate governance in order to increase corporate brand equity, attract investors, and capture market share. A structured questionnaire comprising three sections and a total of 34 questions was prepared and surveyed by the authors among respondents residing in Bangladesh and who also have an academic and corporate background, to investigate the potential impact of branding good corporate governance in the market place. High mean values for individual questions and overall section depict that communicating and branding good corporate governance to the stakeholders will not only boost the investors’ confidence but also increase the corporate brand equity, yielding both profitable and sustainable business environment.

Keywords: Brand equity, investors’ preference, good corporate governance, sustainable business environment.

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Authors: Süha Yılmaz, Emin Özyılmaz, Melih Turgut, Şuur Nizamoğlu

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In this paper, position vector of a partially null unit speed curve with respect to standard frame of Minkowski space-time is studied. First, it is proven that position vector of every partially null unit speed curve satisfies a vector differential equation of fourth order. In terms of solution of the differential equation, position vector of a partially null unit speed curve is expressed.

Keywords: Frenet Equations, Partially Null Curves, Minkowski Space-time, Vector Differential Equation.

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Authors: Jenn-Yih Chen, Bean-Yin Lee, Yuan-Chuan Hsu, Jui-Cheng Lin, Kuang-Chyi Lee

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In this paper, a sliding mode control method based on the passivity approach is proposed to control the position of surface-mounted permanent magnet synchronous motors (PMSMs). Firstly, the dynamics of a PMSM was proved to be strictly passive. The position controller with an adaptive law was used to estimate the load torque to eliminate the chattering effects associated with the conventional sliding mode controller. The stability analysis of the overall position control system was carried out by adopting the passivity theorem instead of Lyapunov-type arguments. Finally, experimental results were provided to show that the good position tracking can be obtained, and exhibit robustness in the variations of the motor parameters and load torque disturbances.

Keywords: Adaptive law, passivity theorem, permanent magnet synchronous motor, sliding mode control.

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Authors: M. Rahou, F. Sebaa, A. Cheikh

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Manufacturing tolerancing is intended to determine the intermediate geometrical and dimensional states of the part during its manufacturing process. These manufacturing dimensions also serve to satisfy not only the functional requirements given in the definition drawing, but also the manufacturing constraints, for example geometrical defects of the machine, vibration and the wear of the cutting tool. The choice of positioning has an important influence on the cost and quality of manufacture. To avoid this problem, a two-step approach has been developed. The first step is dedicated to the determination of the optimum position. As for the second step, a study was carried out for the tightening effect on the tolerance interval.

Keywords: Dispersion, tolerance, manufacturing, position.

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Authors: P. Adibi, M. R. Ansari, S. Jafari, B. Habibpour, E. Salimi

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In this paper, the effect of gas and liquid superficial inlet velocities and for the first time the effect of liquid holdup on slug initiation position are studied experimentally. Empirical correlations are also presented based on the obtained results. The tests are conducted for three liquid holdups in a long horizontal channel with dimensions of 5cm10cm and 36m length. Usl and Usg rated as to 0.11m/s to 0.56m/s and 1.88m/s to 13m/s, respectively. The obtained results show that as αl=0.25, slug initiation position is increasing monotonically with Usl and Usg. During αl=0.50, slug initiation position is almost constant. For αl=0.75, slug initiation position is decreasing monotonically with Usl and Usg. In the case of equal void fraction of phases, generated slugs are weakly (low pressure). However, for the unequal void fraction of phases strong slugs (high pressure) are formed.

Keywords: Liquid holdup, Long horizontal channel, Slug initiation position, Superficial inlet velocity.

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Authors: Wittawat Wasusathien, Samran Santalunai, Thanaset Thosdeekoraphat, Chanchai Thongsopa

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This paper presents breast cancer detection by observing the specific absorption rate (SAR) intensity for identification tumor location, the tumor is identified in coordinates (x,y,z) system. We examined the frequency between 4-8 GHz to look for the most appropriate frequency. Results are simulated in frequency 4-8 GHz, the model overview include normal breast with 50 mm radian, 5 mm diameter of tumor, and ultra wideband (UWB) bowtie antenna. The models are created and simulated in CST Microwave Studio. For this simulation, we changed antenna to 5 location around the breast, the tumor can be detected when an antenna is close to the tumor location, which the coordinate of maximum SAR is approximated the tumor location. For reliable, we experiment by random tumor location to 3 position in the same size of tumor and simulation the result again by varying the antenna position in 5 position again, and it also detectable the tumor position from the antenna that nearby tumor position by maximum value of SAR, which it can be detected the tumor with precision in all frequency between 4-8 GHz.

Keywords: Specific absorption rate (SAR), ultra wideband (UWB), coordinates and cancer detection

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Authors: Marina Laškarin, Vlado Galičić

Abstract:

Quick adoption of e-business and emerging influence of “Electronic Word of Mouth e-WOM” communication on guests made leading hotel brands successful examples of electronic guest relationship management. Main reasons behind such success are well established procedures in collection, analysis and usage of highly valuable data available on the Internet, generated through some form of e-GRM programme. E-GRM is more than just a technology solution. It’s a system which balance respective guest demands, hotel technological capabilities and organizational culture of employees, discharging the universal approach in guest relations “same for all”. The purpose of this research derives from the necessity of determining the importance of monitoring and applying e-WOM communication as one of the methods used in managing guest relations. This paper analyses and compares different hotelier’s opinions on e-WOM communication.

Keywords: Brand loyalty, e-WOM communication, GRM programmes.

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Authors: Ikilem Gocek, Senem Kursun, Yesim Iridag Beceren

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The customer satisfaction for textile sector carries great importance like the customer satisfaction for other sectors carry. Especially, if it is considered that gaining new customers create four times more costs than protecting existing customers from leaving, it can be seen that the customer satisfaction plays a great role for the firms. In this study the affecting independent variables of customer satisfaction are chosen as brand image, perceived service quality and perceived product quality. By these independent variables, it is investigated that if any differences exist in perception of customer satisfaction according to the Turkish textile consumers in the view of gender. In data analysis of this research the SPSS program is used.

Keywords: Customer satisfaction, textile industry, brand image, service quality, product quality, gender.

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Authors: Jana Puchyova

Abstract:

In recent years a number of applications with multirobot systems (MRS) is growing in various areas. But their design is in practice often difficult and algorithms are proposed for the theoretical background and do not consider errors and noise in real conditions, so they are not usable in real environment. These errors are visible also in task of target localization enough, when robots try to find and estimate the position of the target by the sensors. Localization of target is possible also with one robot but as it was examined target finding and localization with group of mobile robots can estimate the target position more accurately and faster. The accuracy of target position estimation is made by cooperation of MRS and particle filtering. Advantage of usage the MRS with particle filtering was tested on task of fixed target localization by group of mobile robots.

Keywords: Multi-robot system, particle filter, position estimation, target localization.

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Authors: Mohammad Modarres, Shirin Aslani

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The goal of this paper is to develop a model to integrate “pricing" and “advertisement" for short life cycle products, such as branded fashion clothing products. To achieve this goal, we apply the concept of “Dynamic Pricing". There are two classes of advertisements, for the brand (regardless of product) and for a particular product. Advertising the brand affects the demand and price of all the products. Thus, the model considers all these products in relation with each other. We develop two different methods to integrate both types of advertisement and pricing. The first model is developed within the framework of dynamic programming. However, due to the complexity of the model, this method cannot be applicable for large size problems. Therefore, we develop another method, called hieratical approach, which is capable of handling the real world problems. Finally, we show the accuracy of this method, both theoretically and also by simulation.

Keywords: Advertising, Dynamic programming, Dynamic pricing, Promotion.

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Authors: M. D. Nayeri, M. M. Mashhadi, K. Mohajeri

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Defining strategic position of the organizations within the industry environment is one of the basic and most important phases of strategic planning to which extent that one of the fundamental schools of strategic planning is the strategic positioning school. In today-s knowledge-based economy and dynamic environment, it is essential for universities as the centers of education, knowledge creation and knowledge worker evolvement. Till now, variant models with different approaches to strategic positioning are deployed in defining the strategic position within the various industries. Balanced Scorecard as one of the powerful models for strategic positioning, analyzes all aspects of the organization evenly. In this paper with the consideration of BSC strength in strategic evaluation, it is used for analyzing the environmental position of the best-s Iranian Business Schools. The results could be used in developing strategic plans for these schools as well as other Iranian Management and Business Schools.

Keywords: Strategic planning, Strategic position, Balancedscorecard, Higher education institutions.

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