per1مدیریت فردا2228-60472228-60472026-072485312articlehamid reza massoudimassoudi_ha@pnu.ac.ir1هئیت علمی<p>Objective: An analysis of the capabilities of the country's active banks based on central bank indicators with a combined approach of balanced scorecard, game theory, and data envelopment analysis Methodology: The main objective is to present a new hybrid approach to evaluate the efficiency of state-owned and non-state banks based on performance indicators extracted from the Balanced Scorecard (BSC) approach and then from the Data Envelopment Analysis (DEA) method. Conclusion: According to the new DEA-BSC Game-approach, the total percentage of efficient banks among state-owned banks is 36% and among non-state-owned banks is 67%. These values also confirm a significant difference between the efficiency of state-owned and non-state-owned banks</p>http://modiriyatfarda.ir/Article/53965Efficiency bank data envelopment analysis balanced scorecard Shapley valueper1مدیریت فردا2228-60472228-60472026-07248535articleseyed hesamoddin motevallihesaam.motevalli@gmail.com1hamdi reza razavihr.razavi1@gmail.com2Saeid Emamgholizadeh gholizadehsaeid@gmail.com3hadi rajaiihadi.rajaii@gmail.com4shomal universityshomal unversityDepartment of Management, Faculty of Humanities, Shomal University, Amol, Mazandaran, Iran<p style="padding-right: 30px; text-align: left;">A digital marketing network can be defined as a comprehensive set of marketing capabilities that operate digitally and are supported through a coherent flow of information. At the center of this network is a digital core that simultaneously manages six different marketing capabilities. In this research, the various capabilities of digital marketing technologies have been comprehensively and systematically investigated and the strengths and weaknesses of each have been identified. This review helps decision makers to choose the best options and implement optimal strategies to improve digital marketing activities by considering various criteria and specific needs of the organization. Finally, the results can increase efficiency, improve communication with customers, and create added value for Meat Kale company. Therefore, the purpose of this research is to provide a new decision-making model for evaluating digital marketing technologies, and factors and indicators related to this new field have been identified and ranked and analyzed using pragmatic decision-making tools. Based on the analyzes and holding regular meetings with experts, the indicators affecting the prioritization of digital suppliers were determined. Then, using parametric prioritization, the options were ranked. Based on the network designed based on the values ​​obtained from phi+ and phi-, the hamburger product is at the highest level. In the next stage, ham and sausage products are placed, and sausage products are in the middle of this hierarchy, and kebabs are at the lowest level</p>http://modiriyatfarda.ir/Article/54213Decision making digital technology digital marketing fuzzy multi-criteriaper1مدیریت فردا2228-60472228-60472026-0724855569articleabotaleb Shafaghatshafaghat@mut.ac.ir1Seyed Javad Rezaeirsjavad@gmail.com2Milad Gharaei Yazdimilad.gharaee@gmail.com3PhD student, Faculty of Strategic Management, Supreme National Defense University, Tehran, Iran.<p>Objective: This study aimed to develop a comprehensive framework for identifying and evaluating policies and strategic decisions in Iranian universities in order to facilitate the systematic assessment of policy alignment with universities' strategic objectives across educational, research, cultural, and other institutional domains. Methodology: The study employed a qualitative research design. First, the relevant literature on policy evaluation and university governance was reviewed, and an initial conceptual framework was extracted. Based on this framework, a semi-structured interview protocol was developed, and interviews were conducted with 15 Iranian policy experts and scholars in the field of public policy. The collected data were analyzed using thematic analysis, leading to the development of a nine-stage policy evaluation framework, which was subsequently validated by a panel of experts. Conclusion: The findings resulted in the design of a coherent nine-stage framework that enables the systematic identification, assessment, and evaluation of policies and strategic decisions within universities. The proposed framework can assist university leaders and policymakers in monitoring policy implementation, preventing deviations from intended policy directions, and enhancing the effectiveness of strategic governance in higher education institutions. Originality: This study contributes to the literature by offering a context-specific and expert-validated framework for the evaluation of policies and strategic decision-making in Iranian universities. Unlike existing approaches that often focus on isolated policy areas, the proposed model provides an integrated mechanism for evaluating strategic policies across multiple university functions and can serve as a practical tool for institutional governance and policy evaluation.</p>http://modiriyatfarda.ir/Article/54214Policy Evaluation University Policymaking Strategic Decision-Making Evaluation Framework