Perception is not taken into account at its true value by the research work on organisational transformation.The aim of this publication is to put forward an analysis of the critical first stage of organizational transformation (first phase). We think there is a link between the first stage of transformation, its perception by the actors, and the success of the implementation of the project. We...

Introduction Scopus has been one of the main abstract and citation databases introduced by Elsevier in 2004 to the scientific area. With the multidisciplinarity and international coverage aspects, it is one of the largest databases of peer-reviewed literature in the fields of science, technology, medicine, social sciences, arts, and humanities. There have been several literature studies assessi...

brand plays an important role in contacting customers. even from the customer’s viewpoint, it is a symbol of product quality. measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular iranian ones. the purpose of this article is to investigate the parameters that influence brand equity and provide a mathematical model for meas...

[Note: These pages were my rough private notes that I made in preparation for the talk I gave. Needless to say, I didn’t cover all this material in my talk. I am willing, but hesitant, to put it on the web because of three reasons, the primary one being that I haven’t yet put in proper references for any of the results cited. The second reason is that in its next draft I will be separating much...