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      • 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
        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 - Science and Technology Parks and Incubators with a Global Perspective
        Majid Soleymani
        Scientific researches considered as one of the main and the most important ways in finding the obscure and hidden facts about the universe as well as discovering new resources and strategies for problems and necessities of human being and the society. in line with reach More
        Scientific researches considered as one of the main and the most important ways in finding the obscure and hidden facts about the universe as well as discovering new resources and strategies for problems and necessities of human being and the society. in line with reaching the country's development objectives, the role of universities and research centers in establishing social institutions and foundations which are in deal with such centers, is highly effective. Comprehensive and expanded protection of policymakers and officials from science and technology development centers and parks in addition to adopting new managing methods, would lay the necessary grounds for achieving the associated objectives. It is obvious that filling the existing gap between universities and other sectors such as industry, agriculture, health, etc, As well as transfer of knowledge and technology through such centers would be facilitated. That is, the science and technology parks accelerate the economic knowledge-based growth and development. Science and technology parks as research and development units can solve lots of existing problems and improve the situation and condition. With a glance to some of the units' activities it can be grasped that they have not been fully utilized yet. From many important factors, the lack of sound resource and facilitates distribution based on priorities, and lack of required decision adoption by innovation and technology policy makers and planners, different communication, law, and regulation problems lead to lack of suitable utilization. One of the patterns which presented for solving such a problem is the utilization of intermediary organizations and institutions in the cycle of the research to the market which could be realigned through establishing science and technology parks. Science and technology parks play essential role in creating and developing technology institution and professional research centers. Farther more, such R&D units would facilitate the aggregation and technical cooperation with its complimentary units such as engineering services companies, engineering and designing institutes, and professional research centers. Also, it provides suitable connection for funding and addressing the groups adjusted with R&D activities. This article by mentioning the establishment and characteristics of Iranian science and technology parks, explains the general situation of such centers are explained based on geographical conditions and establishing bodies as well as the numerous of center categorized based on dependence type and their different activities and international organization. Manuscript profile
      • Open Access Article

        5 - 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

        6 - 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

        7 - : 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

        8 - 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

        9 - Design of Opportunities Selection Model and their Commercialization in R&D Centres
        Ahmad Mosaei
        Nowadays, pay attention to research and development in Iran (our country) is more important than previous and especially more than developed countries. If Research is being directive it could be solvent for most of the disaster. In the current companies R&D is the merel More
        Nowadays, pay attention to research and development in Iran (our country) is more important than previous and especially more than developed countries. If Research is being directive it could be solvent for most of the disaster. In the current companies R&D is the merely competitive advantage and only organizations could be sustainable that have installed R&D. Hence this paper aim to develop a directive model for R&D centers in Iran to improve efficiency and effectiveness of such centers. Through Step by step executing of such model, R&D organization could be certain that each of their ideas (if being opportunity) will locate in a directive and default road to arrive the market. This will lead to a clear position to research plan in the R&D organization. The important characteristic of the model is that Market research, marketing, and commercialization are some of the stages of that which lead to inhibit of accumulation of no applicable knowledge in R&D organization. Manuscript profile
      • Open Access Article

        10 - Investigation of Nano Technology Development and It is Managerial Challenges in Iran
        Ali Forghani Reza Ansari
        Nano Technology is known as one of the origins of the technological changes and industrial revolution in recent years. Because of this fact, many countries have started to enable themselves in this field of technology. In 1980s, this technology got involved in industry More
        Nano Technology is known as one of the origins of the technological changes and industrial revolution in recent years. Because of this fact, many countries have started to enable themselves in this field of technology. In 1980s, this technology got involved in industry and has been assigned a lot of research budgets by itself. Now this technology is in the primary stages of growth and it would be impossible to predict it is trends precisely. But no one can be inattentive to its evolution in our country. In this paper we have considered the necessity of Nano Technology development in the country and three factors have been identified; the first factor is the economic opportunities, the second one deals with commercialization polices, and the third one is intellectual property rights. Manuscript profile
      • Open Access Article

        11 - Technomart, the Missing Link in Knowledg- based Economy
        Saeed Samadi Amin Kolahdooz Seyed reza Hoseini
        Knowledge- based economic development has been defined as creating value in the society through wisdom , knowledge and technology. Establishing a system output of which is such a development needs infrastructures for commercialization research outcomes and facilitating More
        Knowledge- based economic development has been defined as creating value in the society through wisdom , knowledge and technology. Establishing a system output of which is such a development needs infrastructures for commercialization research outcomes and facilitating technological exchanges. Science & Technology Parks (STPs) have been founded in order to lesson the mismatch between university researches and its turning into technology. However the process of Technology commercial development witch in turn includes 5 sub- process (generation, transfer, attraction and domestication, distribution and documentation) is still inharmoniously and incompletely going on A stale- of the- art structure facilitating technology exchange, and extremely facilitates the connection between technology resources and users. This paper is portraying the techno mart as one of the vital structures in developing and commercializing the technology and fields of its services and then examining the typology of its relationship with science & technology parks, universities and research institutes. Manuscript profile
      • Open Access Article

        12 - 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

        13 - : Keys to a Successful Business Plan
        Nazanin Zeyd
        Aprospective business owner as well as those already in business needs to develop a written plan. Written plans provide a management tool for determining specific strengths and weakness of an idea, documenting reasonable objectives and identifying resources to attain th More
        Aprospective business owner as well as those already in business needs to develop a written plan. Written plans provide a management tool for determining specific strengths and weakness of an idea, documenting reasonable objectives and identifying resources to attain them. A written plan will also provide the basis for developing a more detailed business operating plan. Even though the risk of going into business cannot be eliminated, a good plan will help reduce the risk Manuscript profile
      • Open Access Article

        14 - Determining the Priorities in Science Parks by Using Fuzzy DEMATEL Case Study of Sheikh-Bahai Science and Technology Park
        mohammad ebrahim sadeghi asghat saud abadi saeed mirza mohammadi Mohammad mahdavi
        Science parks are known tools for incubation of knowledge-based firms. Recently, policy makers of science and technology of our country has paid attention to these institutions. The topic of this research was investigating the impact of these institutions on the develop More
        Science parks are known tools for incubation of knowledge-based firms. Recently, policy makers of science and technology of our country has paid attention to these institutions. The topic of this research was investigating the impact of these institutions on the development of knowledge-based companies and identifying the key factors resulting in earning competitive advantages by located firms. After reviewing many researches in this field of study, key effective factors were identified and by using the experts, these factors were revised according to the circumstance of our country and placed in a proper framework. The framework consists of four aspects including: “human resource”, “R&D and technology transfer”, “facilities” and “market development” and twelve factors. The framework applied in Sheikh Bahai Science and Technology Park and the results obtained showed that in this park, facilities aspect needs special attention. This aspect had the highest significance in quadruple aspects and was the only aspect affecting Sheikh Bahai Science and Technology Park. Other aspects such as, “human resource”, “R&D and technology transfer”, and “market development” were effects of the aspects. The results of this research show that the development of knowledge based firms located in this park depends on facilities such as financial resources and primary physical infrastructure than human resource, research activities and marketing services. We suggest using this framework to find the aspects and factors influential the creation of competitive advantages and determining the action and planning priorities for other science and technology parks in Iran. Manuscript profile
      • Open Access Article

        15 - Marketing in Technological Small and Medium sized Companies; Challenges and Solutions
        Nargess Khanderoo Tooraj sadeghi Gholamreza Malekzadeh
        Development of successful strategic marketing programs for the commercialization of new technology represents a challenge for small and medium sized technology-based firms. The mechanics of developing successful marketing strategies for technological innovations is a co More
        Development of successful strategic marketing programs for the commercialization of new technology represents a challenge for small and medium sized technology-based firms. The mechanics of developing successful marketing strategies for technological innovations is a complex process from design to implementation. Technology-based SMEs play an important role in facilitating the ‘knowledge-based’ or ‘smart’ economies. However, technological superiority is not a guarantee for the success of a high-tech SMEs. Instead, the odds of success are maximized by a combination of technology superiority and marketing capability. In this paper, the characteristic of technology-oriented small and medium enterprises have examined according to the published key studies in the field of small and medium sized companies, the factors and barriers to the success of the companies mentioned briefly and given that marketing has been diagnosed as one of the success factors of technology-based small and medium enterprises, we reviewed the challenges and solutions of technology marketing to remind the managers of these companies that the success of a pure technology will not ensure the success of the company and marketing as one of the key elements and critical component of the success of technology-based small and medium enterprises should be a priority in their activities. Manuscript profile
      • Open Access Article

        16 - 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
        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

        17 - Investigation the Role of Market-Based Variables in Knowledge-Based Products Exporters Performance Improvement
        Shayan Jalalat Mahmoud Moradi Mohsen Akbari
        During recent decades, developed and developing countries’ economy have changed incrementally. In these years, physical resources and assets have lost their strategic significance and importance of knowledge both in production and services has grown significantly. Knowl More
        During recent decades, developed and developing countries’ economy have changed incrementally. In these years, physical resources and assets have lost their strategic significance and importance of knowledge both in production and services has grown significantly. Knowledge is now recognized as the driver of productivity and economic growth, leading to a new focus on the role of information, technology and learning in economic performance. Due to these fundamental changes, establishment of knowledge intensive SMEs and production of Knowledge-based and high tech products has grown considerably. Operating in international markets is one of the most important aspects of knowledge-based products developers. Knowledge-based products export as an effective factor in economic development has been considered by developed countries for many years. Although, utilization of such an economic approach has not long history in Iran and investigation of related information indicates inconsistent results in this field. This paper reviews related literature to shed more lights on knowledge-based export performance and related challenges for Iranian practitioners and then introduces several solutions focusing on the factors affecting exporters’ performance through knowledge-based products in export markets, finally presenting some suggestions both on researches and/or executions. Manuscript profile
      • Open Access Article

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

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

        20 - The role of market and entrepreneurship orientation on the successof new product development
        zeinab esfandyari mohammad javad naeiji
        This article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation More
        This article examines the relationship between company orientation(entrepreneurial orientation and market orientation), internal control systems and new product development. Different researches results provide valuable insights on the role of the company orientation in New Product development. Entrepreneurial orientation helps the companies to have personal control in order to have great improvement in new product development activities .on the other hand market orientation emphasis more in output control than personal control in new product development. Manages in firms that emphasize output controls are evaluated and rewarded on the basis of objective financial criteria. Personal control on the other hand, focuses on long-term performance rather than short term financial targets. Generally personal control requires more time and has a higher coordination cost than output control. In recent decades, companies consider new product as a source of competitive advantage and means of anticipating the competitors. Some marketing research have found the relationship between market orientation and new product development. The goal of market orientation is to satisfy current market needs, rather than to develop new products targeted at emerging new needs. Some researchers criticize market orientation ,They suggest that entrepreneurship orientation must replace with market orientation. Some researches focus on one of the orientation , on the other hand they ignore the role of internal control systems as a mediating variable . Therefore we survey this subject completely. This study in terms of methodology is descriptive correlation. Manuscript profile
      • Open Access Article

        21 - 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
        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

        22 - 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
        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

        23 - The Role of Organizational Capabilities in Reducing Technological Risks and Improving the Market Performance of Knowledge Companies by Mediating role of Technology Intelligence
        Mohammad hataminejad Mohsen Akbari Mostafa Ebrahim pour Azbary
        Nowadays knowledge-based companies are regarded as an important tool in economic development, and since in the current market, dynamic technological envirorments compel companies to seek smart and responsive solutions to this turbulent environment. The rapid rate of tec More
        Nowadays knowledge-based companies are regarded as an important tool in economic development, and since in the current market, dynamic technological envirorments compel companies to seek smart and responsive solutions to this turbulent environment. The rapid rate of technological change puts knowledge-based companies at risk; therefore, in order to be efficient and effective in the field of technology, they must acquire the capabilities necessary for business product changes, materials, processes, and technologies. Organizational capabilities and technology intelligence are some of the tools that help companies adapt to technological environment. The purpose of this study is descriptive and the method of data gathering is, library and qualitative type based on content analysis. From the descriptive-analytical approach to content description and evaluation, 63 articles were selected that are closely related to the research topic and finally. According to the minimum number needed to generalize the results, according to experts and academic staff, 30 of the most relevant articles were analyzed as target community articles. In this study, qualitative content analysis method with summary approach was used. Organizing qualitative data in the analysis of this research has been done in three stages of initial coding, open coding and selective coding. the present study examines the role of organizational capabilities in reducing technological risk and knowledge based on knowledge and knowledge of knowledge - based businesses, examines the role of organizational capabilities in reducing technological risks and improving the market performance of knowledge firms by mediating the more efficient and developing competition and improving the new products and services. Manuscript profile
      • Open Access Article

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

        25 - 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
        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
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        26 - Organizational Competitiveness Model with an Emphasis on Marketing Capabilities and Organizational Innovation in Knowlege-based Companies
        Seyed Mohammad Tabataba'i-Nasab Farzaneh dashti khavidaki Roghayeh Mohammadian Yazd
        Constant environmental changes threaten the survival of organizations in various forms. Competitiveness is a key criterion for assessing the degree of success of countries, industries and firms in the competitive, political, economic and commercial fields, which means t More
        Constant environmental changes threaten the survival of organizations in various forms. Competitiveness is a key criterion for assessing the degree of success of countries, industries and firms in the competitive, political, economic and commercial fields, which means that any country, industry or firm with high competitive power in competitive markets, It can be said that it is more competitive. Higher organizational competitiveness is the goal that organizations take to take different measures to achieve it. Also, in the contemporary economy, knowledge is the basis of organizational competitiveness and the most important goals of any economic system are to achieve sustainable economic growth. Knowledge-based companies can play an important role in economic growth. It is true that innovation and competitiveness are their important features. In this research, an integrated model was provided to identify the effective factors of organizational competitiveness and take a step for increasing the recognition of the competitiveness of organizations. For this purpose, 100 questionnaires were distributed among knowledge-based companies in Yazd Science and Technology Park. Data analysis has been done by structural equations modeling, partial least squares method and PLS software. The results of the research show that there is a significant relationship between marketing capability and organizational competitiveness, as well as a significant relationship between organizational innovation capability and organizational competitiveness. The resalts revealed a significant relationship between market orientation and marketing capabilitiy. Further more, there is a significant relationship between core learning and organizational innovation capability. Manuscript profile
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        27 - The Impact of Essential Capabilities of Marketing on the Performance of Knowledge-Based Enterprises
        majid namakian omid ali kahrizi
        Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prio More
        Abstract Today, leading companies try to maximize their profitability by paying attention to important factors for their customers. This is the most important reason of their success and it is base on marketing. Therefore, the present research seeks to identify and prioritize the essential marketing capabilities on the performance of knowledge-based companies in a science and technology park. The current research is one of the descriptive-survey research in terms of implementations and data collection method. The statistical population of this study is 750 people and the sample is 254 employees and managers of knowledge-based companies in Kermanshah science and Technology Park. A researcher-made questionnaire was developed. Whose validity was confirmed by the professors and experts of the university and experts in the Science and Technology Park. The Cronbach Alpha value of the knowledge-based companies of 906/0 and the essential capabilities of marketing were all above 0.70, which indicates acceptable reliability. The results of Pearson correlation coefficient showed that there is a positive and significant correlation between marketing capabilities and performance of knowledge-based companies, and research variables with a 99% confidence level have a meaningful relationship and all relationships at error level 1 / 0 were verified. Further more, the results of regression showed that "services marketing", "Internet marketing" and "marketing of new products" affect the performance of knowledge-based companies. Finally, based on the results of Friedman test, the international marketing and export dimensions with the score of 7.61 have the highest impact and services and Internet marketing are in the next categories. Manuscript profile
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        28 - Analysis of Destination Image on the Intention of Tourists: A Reflection on the Role of Social Media Moderation in the Hotel Industry
        Seyed Hesamedin Hedayatzadeh hooshmand bagheri garbollagh
        Social media is one of the fastest growing marketing channels and now occupies more than two thirds of Internet users on the other hand, the hotel industry is one of the main pillars of tourism activity, so that, many countries, investing heavily in the hotel sector, to More
        Social media is one of the fastest growing marketing channels and now occupies more than two thirds of Internet users on the other hand, the hotel industry is one of the main pillars of tourism activity, so that, many countries, investing heavily in the hotel sector, to attract more tourists. The purpose of this study is to investigate the effect of the destination image on the intention of the tourists with regard to the role of social media moderation in the hotel industry. The population of this study includes all tourists visiting 5 star hotels Tabriz (Pars, Shahryar and Kaya). Regarding to the unlimited population, the minimum sample size at 95% confidence level and accuracy of 5% was selected using the Cochran formula 384 people. Data gathering tool was a standard questionnaire, its validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Statistical methods, descriptive and inferential statistics were used for analysis of collected data. The findings of this research show that the destination image has a positive and significant impact on the intention of the traveler. Further more, the effects of destination image on the intention of tourists with the role of social media moderation were investigated. Manuscript profile
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        29 - Strategic Fit Between Innovation Strategies and the Performance of Knowledge-Based Businesses
        Farshad Ghaderi Fariborz  Rahimnia
        Paying attention to the position and role of knowledge-based companies in advancing the country's economic and social goals is very important. On the other hand, the issue of dynamism and market turbulence in today's markets makes it even more important to pay attention More
        Paying attention to the position and role of knowledge-based companies in advancing the country's economic and social goals is very important. On the other hand, the issue of dynamism and market turbulence in today's markets makes it even more important to pay attention to these businesses. The knowledge-based companies are based on innovation in business. However, the turmoil in markets and competition makes it important to pay attention to the dimensions of innovation strategies in different environmental conditions, and the business of students who do not consider innovation in line with environmental conditions may fail in innovation and will not perform well. The aim of this study is to investigate the strategic relationship between innovation strategies and business performance with the role of moderating market turbulence and environmental dynamics. The statistical population of this study includes 115 knowledge-based companies in East Azerbaijan province. In order to analyze the data, structural equation modeling method was used and the hypotheses were analyzed using AMOS software. The results showed that product innovation and process strategy have a positive relationship with business performance. However, the modification test results showed that process innovation performs better in high environment dynamics and product innovation in high market turbulence. Manuscript profile
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        30 - The Effects of Entrepreneur’s Characteristic on Entrepreneurial Marketing (Case Study: Fars Science and Technology Park)
        mohammad javad naeiji یدالهی yadollahi
        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
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        31 - Designing a Structural Interpretive Analysis Model for Factors Affecting the Formation of Knowledge-Based Companies
        milad bakhsham nader naderi mahdi hossein pour
        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
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        32 - Presenting a new framework of viral marketing in online business: qualitative analysis via projection techniques
        Elham Fazeli veisari Mohammad Javad Taghipouryan Reza Tavoli
        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
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        33 - Open Innovation Development Policy: Requirements for Iran
        atefeh zolfaghari Morteza Akbari Shokooh Sadat  Alizadeh
        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
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        34 - 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
        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
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        35 - 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
        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