market

Open Access Article

1 - The Role of Knowledge Management on Improvement of Marketing Activities Case Study of Active Company in Medical Equipment
Peyman Akhavan Maryam dehghani

10.7508/jstpi.2015.01.004

Nowadays, Knowledge is considered as a competitive key factor in global economy. Marketing departments in each organization are the most important consumers of knowledge and generally, many effective insights in marketing are hidden in the characteristics of customers a More

Nowadays, Knowledge is considered as a competitive key factor in global economy. Marketing departments in each organization are the most important consumers of knowledge and generally, many effective insights in marketing are hidden in the characteristics of customers and their purchasing patterns. Therefore, development of knowledge management systems in businesses can improve decision making, enhance creativity, help compatibility with changes and cause the competitive advantage for businesses and marketing strategies. In this paper, using descriptive-survey method and questionnaire, applications of knowledge management in factors of marketing in Medical Equipment Company is considered. Evaluation is carried out through a random sampling. The quantity of the sample was determined by Kokaran formulation containing 98 individuals. Variables were normal according to kolmogorov-smirnov test. Therefore, community average test (t student) was used for data analysis. The result showed knowledge management has significant influence on most of factors in marketing. Therefore, due to increasing knowledge in organizations; managers should implement knowledge management in organization especially in marketing. But, there isn’t any relationship between knowledge management and pricing policy improved, market offering standardized, common product development and common strategy of business expansion. Manuscript profile

Open Access Article

2 - Explanation of the Structural Model of the Impact of Technology Attributes on Technology Commercialization from the Viewpoint of the Managers of Knowledge-based Companies Case study: Guilan Science&Technology Park
Mohammad Taleghani Mehrdad Godarzvand Chegini Bahareh Pourmoradi

Technology Commercialization plays an important role in improving society welfare. Moreover, to be eligible, a company must meet all criteria and features in supplying a new product to the market. A technology should have diverse unique features in order to attract cust More

Technology Commercialization plays an important role in improving society welfare. Moreover, to be eligible, a company must meet all criteria and features in supplying a new product to the market. A technology should have diverse unique features in order to attract customers attention and be a great market potential for its product or service. The purpose of this paper is to study the impact of technology features on technology commercialization. According to the innovation diffusion theory, technology features conclude innovation, publicity, simplicity and consistency. The questionnaires were distributed among 130 SME’s of Guilan Science and Technology Park. Among the 130 questionnaires, 97 questionnaires were answered; therefore the final evaluation has been accomplished based on 97 questionnaires. In addition to the confirmation of extracted model, research results showed that each of the relevant variables directly affects the technology commercialization. According to the results, the most effective factors on technology commercialization relate to the variables such as consistency and simplicity while publicity and innovation are on the next level of importance. The results also prove the effect of technology features on market potential and the effect of on market potential on commercialization. In conclusion, there is a direct, positive and significant relation between technology attributes and market potential, but the impact of technology features on commercialization occurs indirectly as an intermediate structure. Manuscript profile

Open Access Article

3 - The Role and Status of Upgrading Techniques in Global Value Chains
Zahra Ayagh Mahsa Farkhondeh Esmaeil Malek Akhlagh

In the current era, with joining developing country to the global markets, companies in these countries are facing with competition pressure. Studies show that the best way for producing qualified products is moving toward skillful and smart activities. Since modern int More

In the current era, with joining developing country to the global markets, companies in these countries are facing with competition pressure. Studies show that the best way for producing qualified products is moving toward skillful and smart activities. Since modern international commerce has provided the possibility of purchasing wide range of products, production and consumption are both taking place within far geographical distances. Therefore, in order to permanently exist in dynamic world markets, companies and industries do not have other chances except implementing upgraded techniques along the production process. Value chain analysis has important role in perception of effective implementation of such technique to successfully protect companies in global economy, because in global value chain framework, company can enhance added value and gain competitive advantages by using appropriate techniques through operations and production process improvement. The purpose of this study is the explanation of the role and status of upgrading techniques in global value chain. So at first the definition of upgrading concepts and existence technique is presented, then the role of upgrading technique in global value chain management is investigated through expressing global value chain basics and its models. Studies indicate that, product and process upgrading in hierarchical and quasi-hierarchical global value chain, and functional upgrading technique in market-driven global value chain model, act more efficiently; whereas in the chain of network–based relationship, producers and consumers use their competency and competitiveness complementarily for upgrading and innovation. Manuscript profile

Open Access Article

4 - Policy Making for R&D Centers According to Idea to Market Process; Case Study Iran Petroleum Industry
Seyed mahameddin Tabatabaei

Nowadays, R&D is becoming one of the most important pillars of corporations. But there are several different and diverse approaches regarding the structure and position of R&D department in corporations. Most of the large companies have in-house R&D department. Except More

Nowadays, R&D is becoming one of the most important pillars of corporations. But there are several different and diverse approaches regarding the structure and position of R&D department in corporations. Most of the large companies have in-house R&D department. Except corporate R&D, also independent research and development organizations has been established in many countries to promote scientific and technological capabilities. Each of these two types of research and development organizations has a special mission then policy making for them requires a particular process. The aim of this paper is to policy making for research and development organizations according to idea to market process. For this purpose, first, the elements of idea to market process and then the types of research and development organizations, including corporate and non corporate were described. Then different types of structures of corporate R&D ( in large organization ) will be defined and policies for the duties and nature of their activities in centralized and decentralized sectors of corporate R&D (in hybrid R&D structures) based on the elements of the idea to market process are discussed. Next, the proposed principles for the oil industry as the country's largest industry, which has several research and development departments as a case study, have been applied and finally suggestions for improving research and development in the petroleum industry are presented. Manuscript profile

Open Access Article

5 - The Role of IT in Establishing Electronic Customer Relationship Management (eCRM)
Mohammad hosein Jarahi Saeed Saeida Ardekani Mohammad Zareiyan

Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The app More

Emergence of new technologies such as Information Technology has extensive and profound effects on different dimensions of organization. One of these Dimensions, is Customer relationship management (CRM). Information Technology is one of the main aspects of CRM. The application of IT in CRM cause to make a new concept that is called Electronic Customer Relationship Management (eCRM). The purposes of this article; first, Survey eCRM in to multilateral dimension. Second, expressing development in traditional CRM and third, studing differences between CRM and eCRM. Then recognize definition, characteristics and status of eCRM. Next step, consider the various uses of IT in CRM and present opportunities in CRM that provide through IT. Then express the simple implementation of eCRM, along with the essential points. In addition, challenges and threats suffered eCRM and errors in its implementation are discussed. Next part is review of a successful implementation case of eCRM. At the end, trends and future perspectives of eCRM are explorered. Manuscript profile

Open Access Article

6 - : Launching New Technology to Existing Industries; A Solution for Facilitating Commercialization
Ahmad Mosaei

Research results without commercialization could not be sources of public welfare and national wealth. Undoubtedly, commercialization and transferring research findings to the industry and market area is one of the complicated stages of innovation process. One of the wa More

Research results without commercialization could not be sources of public welfare and national wealth. Undoubtedly, commercialization and transferring research findings to the industry and market area is one of the complicated stages of innovation process. One of the ways to overcome this challenge is benefiting from existing industries or plants which has required equipments for industrialization of technology and also has free capacity. In this paper, at first the benefits of utilizing existing industries for commercialization some of new technologies are described. Then a scientific methodology introduced to explain and implement the ability to launch of new technologies into existing plant in Research institute for Petroleum Industry (RIPI). This methodology benefits from principles of modular design and robust design. After introducing the methodology, a case study is presented which has been carried out by this methodology to launch a new technology in one of the existing plants. Manuscript profile

Open Access Article

7 - A know-how on Commercializing Process Model for Chemical Products
Sasan Sadraei Ahmad Mosaei

The Know-how Commercialization is one of the most complicated issues that Research institute is facing nowadays. Difficulties and special structure of each of technologies have caused problems in commercialization processes. Lack of integration between the component of More

The Know-how Commercialization is one of the most complicated issues that Research institute is facing nowadays. Difficulties and special structure of each of technologies have caused problems in commercialization processes. Lack of integration between the component of commercialization process and companys strategy may duplicate the difficulties. In this paper, a commercialization process framework for chemical products with emphasizing on RIPI strategy was developed in order to hold the system integrity. After all, a case study for a chemical product of RIPI, based on the framework will be delivered, and at last the results will be discussed. Manuscript profile

Open Access Article

8 - Technology marketing and Research Commercialization
Gholamreza Malekzadeh

Title: Technology marketing and Research Commercialization Author/Authors Email/Emails Gholam Reza Malek Zadeh rezamalekzadeh@yahoo.com Abstract: One of the most important and essential actions in establishment and institutionalization of knowledge-based econ More

Title: Technology marketing and Research Commercialization Author/Authors Email/Emails Gholam Reza Malek Zadeh rezamalekzadeh@yahoo.com Abstract: One of the most important and essential actions in establishment and institutionalization of knowledge-based economy is the development of intelligent infrastructures which will make the establishment possible. In this era, Support of Small and Medium Enterprises in Entrepreneurship centers, Technology Incubators and Science and Technology Parks are vital. In Commercialization of Research and Development results, Knowledge-based companies’ role is very important and critical. Unfortunately, these firms experience very serious problems especially in marketing. In this paper, some important points about Technology Marketing will be addressed and the most important requirements of this issue will be presented. Manuscript profile

Open Access Article

9 - Trade of Services within the realm of World Trade Organization
Vali Sajedi

The strategic subject of membership in WTO is one of the important subjects in world transactions; and countries from all around the world enthusiastically follow this matter. Since WTO covers 148 countries and more than 95% of world trads, not attending in this realm i More

The strategic subject of membership in WTO is one of the important subjects in world transactions; and countries from all around the world enthusiastically follow this matter. Since WTO covers 148 countries and more than 95% of world trads, not attending in this realm is not possible and meaningful. Therefore, it is necessary to study about different aspects of commodity, service and industrial property trade. By considering the necessity of joint of Iran to WTO, that is one of the main concerns of capitalists and governors, and since the forth development plan is based upon liberating the commerce; and regading the fact that Iran is accepted as an observer member in WTO (Since 26, May 2005), it is vital that before taking any actions, different aspects of each activity be examined thoroughly. Further more, the legal situation of different services should be examined by the experts to comment upon professional aspects. The above mentioned experts, then, according to the position of services trade in Iran and in the world, evaluate the capacity of different services to recognize the internal market and try to expand it into external markets as well. Manuscript profile

Open Access Article

10 - Providing a Conceptual Framework to Explain the Role of Management's Commitment to Internal Marketing on Job Attitudes
Esmaeil Malek Akhlagh Zahra Takhire Arman Pourusa

10.7508/jstpi.2016.03.007

The Very complex and competitive environment requires more attention of organization to internal employees as internal customers. When staff can provide customers satisfy that their needs have been met by the organization and satisfaction in them toward the organization More

The Very complex and competitive environment requires more attention of organization to internal employees as internal customers. When staff can provide customers satisfy that their needs have been met by the organization and satisfaction in them toward the organization. This is the same logic that the study Barry, Hansel and Burke mentioned that the use of internal marketing toward organizational capabilities recommended to meet in order to achieve effective protection of consumers. On the other hand, the most important asset of any organization is staff of it. The higher of quality of human resources will be a success and survival of the organization and one of the most important attitudes that try to improve the quality of human resources and adjust the values of the people, are management's commitment to internal marketing. Management's commitment to internal marketing program, spontaneous and voluntary activity for the local marketing programs promote and increase communication with employees and employee job satisfaction and ultimately improve the performance of the entire organization. Since, this paper has been done the literature review of preceding studies on internal marketing, management's commitment to internal marketing and job attitudes to explain the relationship between them. Results show that management's commitment to internal marketing with the ways related to internal marketing includes formal and informal internal communication and management's commitment to internal marketing and informal internal communication influence employee attitudes. Manuscript profile

Open Access Article

11 - Criminal Entrepreneurial Behavior: Literature Review
Mojtaba Nahid Roghayeh izadi

10.7508/jstpi.2017.03.005

20.1001.1.17355486.1396.13.51.7.5

Entrepreneurs play an important role in the economy in order to identify opportunities and to exploit their economic and social needs of the production process and purse market driving. While entrepreneurship is normally researched as something positive, this paper illu More

Entrepreneurs play an important role in the economy in order to identify opportunities and to exploit their economic and social needs of the production process and purse market driving. While entrepreneurship is normally researched as something positive, this paper illustrates the dark sides of the construct. This conceptual research paper applies entrepreneurship literature to generate new insights into entrepreneurship in organized crime and entrepreneurs in criminal organizations. Criminal entrepreneurship is found in organized crime, where criminal entrepreneurs choose to organize a criminal business enterprise in order to exploit illegal market opportunities. Entrepreneurial opportunities can be exploited in a variety of ways, depending on strategy and available resources. As organised crime is growing locally as well as globally, law enforcement agencies need to develop their understanding of strategic criminal entrepreneurship. Based on perspectives in this paper, the dark side of Entrepreneurship needs to be further explored within both the legitimate and illegitimate business sector in the local as well as global perspective in future research. Manuscript profile

Open Access Article

12 - The Role of Marketing in SMEs based in East Azarbaijan Province Science and Technology Park
Hossein Abbasi Esfanjani Ommolbanin Asadi Ghorbani

10.7508/jstpi.2017.04.008

20.1001.1.17355486.1396.13.52.5.5

In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by man More

In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by managers / owners of these enterprises and also the questions raised barriers that must be answered to it. In this regard, the present study aimed to investigate the role of marketing in small and medium enterprises based in East Azarbaijan Province Science and Technology Park has been done. To achieve the research objectives of qualitative approach and case study method was used. The study population consisted of managers / owners of enterprises based in East Azarbaijan Province Science and Technology Park that is using purposive sampling method, 10 samples were selected. Initial data collected using semi-structured interviews and analyzed using the inductive method was used. The results indicate that marketing as a set of activities and measures that are used in large companies, particularly in the studied companies were not understood. However, word of mouth marketing communication, understanding customer needs and having long-term interaction and relationship with the customer was the most important marketing activities and actions that had the most significant role in the growth and survival of them. Most interviewees focus on the daily execution of some tasks limited marketing and implementation of a comprehensive marketing plan for, the expertise and financial resources were not sufficient. Manuscript profile

Open Access Article

13 - From Mass Marketing to One-to-One Electronic Marketing
Arash Beheshtian-Ardakani Mohammad fathiyan

10.7508/jstpi.2017.03.006

20.1001.1.17355486.1396.13.51.8.6

Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted More

Traditional methods of marketing used to focus on covering a large number of customers with the same advertising methods and did not consider the various customer preferences. Despite the high cost of advertising, a small number of target customers were being attracted by these methods. With the advancement of information technology, Internet, e-commerce, e-business and e-marketing development models, companies can collect user, information in real-time and at a lower cost. The rapid growth of customer data, competition and new IT capabilities have forced companies to improve marketing strategies by taking direct relationship with customers and execute One-to-One marketing. Response modeling can also be employed to increase the chance of success in one-to-one marketing by identifying the customers who are more likely to respond to marketing activities. In this paper, the weaknesses of mass marketing and the need to move towards new methods of marketing have been proposed. After that, the evolution of marketing strategies from mass and traditional marketing to One-to-One electronic marketing by using information technology has been presented. Then it outlines the main components of one-to-one marketing. By applying the concepts that have been presented in this paper, Companies can identify and apply the main components of one-to-one marketing. Therefore, they can attract new customers, encourage existing customers to buy and maintain loyal customers. As a result, they can be more successful in their marketing activities and increase their profits. Manuscript profile

Open Access Article

14 - Investigating the Effect of Brand Marketing on Brand Equity and Consumer Behavior (Case Study: Iranian Consumers of Brands in Social Media)
Masoud Tosifyan Ali Ramezani

10.7508/roshdefanavari.2018.14.007

20.1001.1.17355486.1397.14.54.5.6

Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to in More

Given that Brand marketing in social media is one type of digital marketing that aims to communicate with audiences and customers in order to provide products, services and business, so that social media can be used for Internet marketing. The aim of this study is to investigate the effect of brand marketing on brand equity and consumer behavior. This study is an applied research with qualitative approach. The population of this study was Iranian consumers of social media brands (customers) whose number is unlimited. Due to their unlimited number of samples, the Cochran formula was used to determine the sample size and randomly selected 385 random errors of 0.05 by simple random sampling method. To invenstigate the research hypotheses, a questionnaire was used for data collection. In the inferential statistics, firstly, the dimensions were determined and the indexes were extracted. After checking the reliability and validity of the questionnaire, to normalize collected data, Kolmogorov smirnov test was applied. Then the research hypothesens were examined using pearson correlation test and structural equation modeling. Based on the results, all assumptions were accepted. As marketing efforts of brands in social media had the highest impact on the consumer brand value of 0.95. Manuscript profile

Open Access Article

15 - Successful Strategy for Determining the Target Market of Iranian System Software Developer Knowledge Base Companies: A Case Study
Ahmad Reza Jafarian-Moghaddam Hamid Reza Jafarian Moghaddam Mehdi Hajimoradi Mohammad Mohammadpour Darzi Naghibi

10.7508/jstpi.2019.02.006

20.1001.1.17355486.1398.15.58.2.8

The design and development of system software is extremely costly and time-consuming. On the other hand, system softwares have own customers. In Iran, the time between product presentation to a customer and requesting and accepting a customer to buy system software is v More

The design and development of system software is extremely costly and time-consuming. On the other hand, system softwares have own customers. In Iran, the time between product presentation to a customer and requesting and accepting a customer to buy system software is very long. This has led to an enormous increase in sales and marketing costs of Iranian knowledge-based companies. Accordingly, The Iranian System Software Developer knowledge- base Companies need to be able to increase their sales success rate by determining the correct product target market. The present paper, using the Multi-Criteria Decision Making Method (MCDM), attempts to provide guidance on the precise determination of the system software's target market for Iranian knowledge- base companies. The proposed method has been implemented in the PDNSoft Co. as a knowledge- base company and as a case study and one of the Iranian developers of system software product. The implementation of this method showed that the target market in Iran should consist of some groups of government customers. This method has improved the customer attraction rate from 0.06 to 0.13 per month. Manuscript profile

Open Access Article

16 - The Study of the Relationship between Entrepreneurship, Competitiveness and Economic Growth
Mohsen Mohammadi Khyareh Nasrin Rostami

10.7508/jstpi.2019.01.002

20.1001.1.17355486.1397.15.57.8.8

Entrepreneurship is one of the main factors of competition and innovation among firms, as well as on the national and international scene of economics. In order to create an enabling environment for entrepreneurship, it has to be able to interact between the elements of More

Entrepreneurship is one of the main factors of competition and innovation among firms, as well as on the national and international scene of economics. In order to create an enabling environment for entrepreneurship, it has to be able to interact between the elements of competitiveness and entrepreneurship, and to use symmetric and proportionate entrepreneurial conditions to improve production and employment, and thus increase economic growth. Therefore, the main objective of the present study is to examine the interaction effects of competitiveness and entrepreneurship, which ultimately lead to economic growth. In this paper, through collecting library resources and with a descriptive approach, the interrelations between different components of competitiveness and entrepreneurship, as well as their effects on economic growth, are discussed. According to the results of this research, competitiveness can be an important factor in the development of entrepreneurship activities within the country and is one of the factors of economic growth. From the social aspect, this study can also help governments to familiar with aspects of politics that favor entrepreneurial opportunities, and which factors encourage entrepreneurs to grow in a single economy. This study is also important for entrepreneurs, since it shows what aspects of the economy are important and should focus on which of the deficiencies in the economic dimension and the pillars of competitiveness. Manuscript profile

Open Access Article

17 - Evaluation of the Efficacy of the Combined Viral Marketing Method with the Network Clustering Method and Comparing the Results
fereydoun ohadi mehrnoosh mohammadi Mohammad Jafar Tarokh

10.7508/jstpi.2019.02.008

20.1001.1.17355486.1398.15.58.8.4

In a Competitive Market, Understanding Customer Demand and Effective Advertising is one of the most Important Factors in Survival. Extend the Internet and virtual networks have provided a great opportunity for companies to advertise, and thus studying electronic marketi More

In a Competitive Market, Understanding Customer Demand and Effective Advertising is one of the most Important Factors in Survival. Extend the Internet and virtual networks have provided a great opportunity for companies to advertise, and thus studying electronic marketing methods and models is of great importance. One of the newest marketing methods is viral marketing that is based on mouth-to-mouth advertising and has a lot of power. Viral marketing relies on the principle that on any social network, a number of users have high power and influence on others, and by identifying them and creating good advertising messages, They can be used to effectively marketing. Therefore, The identification of important users is considered the most important activity in viral marketing. In this regard, various studies have been conducted to identify users using a variety of graph-based and publish-based methods. In this research, the capabilities of both methods have been used and by Using a semi-localized centrality criterion based on graph-based methods and Markov clustering model based on propagation methods, a new hybrid model for user clustering and identification of key users presented. The results show higher correlation between the proposed method and the SIR standard and, therefore, its higher efficiency than other methods used in the research. Manuscript profile

Open Access Article

18 - The Effects of Entrepreneur’s Characteristic on Entrepreneurial Marketing (Case Study: Fars Science and Technology Park)
mohammad javad naeiji یدالهی yadollahi

10.61186/jstpi.20953.19.76.30

20.1001.1.17355486.1402.19.76.9.9

Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of thi More

Despite entrepreneurial marketing being cited as one of the most important requirements for success of SMEs and startups, literature reveals few academic studies dealing with antecedents of entrepreneurial marketing. To contribute to the research gap, the purpose of this paper is to investigate the effect of entrepreneur’s characteristic on entrepreneurial marketing with considering the mediator role of network structure and communication. The study is descriptive-correlation and in terms of purpose is an applied research. The statistical population of this study is companies in Fars Science and Technology Park. Data are collected from 110 companies and are analyzed by using structural equation model (SEM). The results show that entrepreneur characteristics not positively direct influence entrepreneurial marketing. However, findings support the indirect effect of entrepreneur characteristics through mediating path of network structure and communication. In other words, if entrepreneur characteristics facilitate networks and communication, they will improve entrepreneurial marketing. SMEs and knowledge based companies that interested in improving entrepreneurial marketing practices should enhance individual characteristics that can be help developing network structure and communication. The study contributes to the existing research about the role the entrepreneur can have in the firm’s ability to develop entrepreneurial marketing activities. Also, these results could be used for understanding entrepreneurial marketing dynamics and structure based on the interactive relations between antecedents to improve entrepreneurial marketing. From a practical viewpoint, the study has found that entrepreneurial marketing is based on networking and communicating. Manuscript profile

Open Access Article

19 - Designing a Structural Interpretive Analysis Model for Factors Affecting the Formation of Knowledge-Based Companies
milad bakhsham nader naderi mahdi hossein pour

10.52547/jstpi.20992.18.70.23

20.1001.1.17355486.1401.18.70.2.3

Today, the most sustainable economic growth is related to the knowledge based economy, in which knowledge based companies play an important role in advancing its goals. The purpose of this study is to identify and prioritize the factors affecting the creation of knowled More

Today, the most sustainable economic growth is related to the knowledge based economy, in which knowledge based companies play an important role in advancing its goals. The purpose of this study is to identify and prioritize the factors affecting the creation of knowledge-based companies. The present study is applied in terms of purpose and descriptive-analytical in terms of data collection. In order to prepare the data, first by reviewing the theoretical foundations and opinions of 21 experts as members of the Delphi panel, 30 factors were identified as effective factors in the creation of knowledge based companies. Experts and research specialists were the managers (owners) of knowledge based companies in Kermanshah province and experts in the field of business and entrepreneurship of Razi University who were selected by purposive sampling method according to indicators such as experience, expertise, willingness and ability to participate and availability. Data collection tool in Delphi method is a researcher-made questionnaire whose reliability was checked by retest method which was confirmed with a correlation coefficient of 0.70 of the questionnaire and in order to check the validity of the questionnaire, the content content validity coefficient was used. This criterion, each of the factors of the Delphi questionnaire was removed or confirmed. In order to analyze the data obtained from the Delphi method, which is 21 factors affecting the creation of knowledge based companies, the structural-interpretive modeling method was used. Finally, the results showed that the two factors of more attention of the government and universities to the technology transfer offices of universities and providing advice in the field of feasibility, future research and marketing for people wanting to start a knowledge-based company are at the key level of research factors. Manuscript profile

Open Access Article

20 - Presenting a new framework of viral marketing in online business: qualitative analysis via projection techniques
Elham Fazeli veisari Mohammad Javad Taghipouryan Reza Tavoli

10.52547/jstpi.20994.17.68.23

20.1001.1.17355486.1400.17.68.7.7

Abstract: Viral marketing is a marketing policy that motivates people to tell your marketing message to others. The advantage of viral marketing is that marketers can create customers at costs almost equivalent to zero, and move from the marketing-consumer-to-consumer-t More

Abstract: Viral marketing is a marketing policy that motivates people to tell your marketing message to others. The advantage of viral marketing is that marketers can create customers at costs almost equivalent to zero, and move from the marketing-consumer-to-consumer-to-consumer mode, accordingly, a new economy has emerged as businesses use information technology. The purpose of the present study is to conceptualize the components of viral marketing in online business. For this purpose of word association, sentence completion and dream exercises Used as projection techniques in an in-depth semi-structured interview with 15 people in the three generations (X, Y and Z) through content analysis and with the help of MaxQDA software, 76 open source, 21 core and 6 new viral components have been identified in the field of viral marketing such as online services, online attractiveness, online risk taking, online persuasion, online trust and online support. The results can help online business owners develop low-cost activities Manuscript profile

Open Access Article

21 - Open Innovation Development Policy: Requirements for Iran
atefeh zolfaghari Morteza Akbari Shokooh Sadat Alizadeh

10.52547/jstpi.31842.18.71.33

20.1001.1.17355486.1401.18.71.7.0

In the open innovation system, in addition to ideas within the organization, organizations can also benefit from ideas outside the organization. In this way, the boundaries between organizations and their external environments become more permeable, and if appropriate p More

In the open innovation system, in addition to ideas within the organization, organizations can also benefit from ideas outside the organization. In this way, the boundaries between organizations and their external environments become more permeable, and if appropriate policies are developed for the development of open innovation, it will be possible to take advantage of the facilities of other organizations in an appropriate way. This research have been reviewed texts and articles and researches related to open innovation and policy issues in open innovation. Requirements for open innovation policy in Iran regarding open innovation policy in the field of research and technology development, open innovation policy In the field of networking and interactions of open innovation ecosystem, open innovation policy in the field of entrepreneurship, open innovation policy in the field of science, open innovation policy in co-creation in universities, open innovation policy in the field of labor market, Competitive Open Innovation Policy-Making Provides International Open Innovation Policy-Making. Manuscript profile

Open Access Article

22 - The effect of using augmented reality technology in marketing the tendency to overpay European tourists through the experience of persuasion, immersion and participation of tourists
Yazdan Shirmohammadi sinaei sinaei

10.61186/jstpi.37941.19.75.51

20.1001.1.17355486.1402.19.75.4.2

Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price More

Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price premium through the experience of persuasion, immersion and participation of tourists. In this study, the researcher examines the effects of two augmented reality empowerment factors, namely the embedding of augmented reality environment and simulated physical control of augmented reality on the motivational experiences of online tourists in virtual tourism destinations and the direct effects of immersion and immersion experiences of online tourists on their real willingness to pay a price premium in the pre-purchase stage. Examining the level of tourism participation is considered as a control variable that may affect the immersion and the real willingness of online tourists to pay a price premium. This is an applied research in terms of objectives and in term of method is descriptive. The questionnaire was used to collect research data and its validity and reliability were confirmed. The statistical population includes European tourists in Shiraz. The sampling method was convenient non-randomly. Manuscript profile

Open Access Article

23 - A Systematic Overview of Entrepreneurial Marketing: An Analysis of Components and Deterrents in Online Business Using the Hybrid Technique
mahdi kasegarha Mohammad javad Taghi porian Javad Gilanipor Mehran Mokhtari

10.61186/jstpi.39530.19.73.8

20.1001.1.17355486.1401.19.73.7.7

The interaction of marketing and entrepreneurship has occupied an important part of marketing research in the last decade. Marketing has a lot to offer entrepreneurs. Entrepreneurial marketing is a concept that has emerged from the level of sharing of two areas of marke More

The interaction of marketing and entrepreneurship has occupied an important part of marketing research in the last decade. Marketing has a lot to offer entrepreneurs. Entrepreneurial marketing is a concept that has emerged from the level of sharing of two areas of marketing and entrepreneurship. Entrepreneurial marketing in the field of online business is always growing and its fields are expanding day by day. Entrepreneurial marketing requires a valid and reliable scale to measure the underlying dimensions and factors in any type of business environment, which requires that it be done in a principled manner and in accordance with scientific methods. Therefore, by understanding this issue, by conducting this research, we are seeking to identify the components and inhibiting factors with the help of hybridization method. The considered articles and researches were considered from among the studied articles and books, using the CASP method, and the main indicators were extracted through the document analysis method and using the MaxQD software. Necessary aggregation and clustering were done, then they were organized in the form of concepts and components. The results showed that the factors inhibiting entrepreneurial marketing include two main components of internal factors (environmental disturbance, government problems, limited market share, lack of customer commitment, technological change, and market problems) and external factors (management challenges, human barriers, lack of resources, and limitations) are classified. Manuscript profile

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