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:: Volume 7, Issue 13 (12-2018) ::
3 2018, 7(13): 105-120 Back to browse issues page
Marketing strategies of inventions for successful entry into market
Amirhossein Tayebi Abolhasani , Mohammad Reza Hamidizadeh PhD
Allameh Tabataba'i University of Tehran
Abstract:   (109 Views)
The share of industries and services with the highest technology in each economy is one of the indicators for assessing the degree to which a knowledge-based economy is at work. Among these, commercialization of inventions and research achievements is one of the important issues in various societies. The purpose of this research is to identify and review the most important marketing strategies for inventions from the perspective of inventors. This research is an applied research, a descriptive survey, and a research mix method that first approaches the qualitative and then quantitative approach. In the qualitative stage, marketing strategies of inventions were identified using library studies and semi-structured interviews through targeted sampling with 8 experts in the field of commercialization and technology management. Then, at a small stage, a questionnaire was used in the research sample including the inventors of the regional festival of innovations and flourishing of the Roish Khorasan inventions. According to the Morgan table, according to the analysis method, 36 inventors were considered. Data analysis was done by t-test and TOPSIS method. The results show that 91% of inventors know too much importance of commercialization and marketing of their invention. In the case of the marketing mix, it was concluded that the importance of good features products with the highest scores were 46% and after that, the price of 28%, the promotion with 18% and finally advertising place was 8% by inventors. Finally, with notice to the 10 strategy outlined in the paper, inventors chose three of strategy marketing contain participation in international technology exhibitions, participation in national technology exhibitions and Internet marketing.
 
Keywords: Strategy, marketing, knowledge-based, innovation, commercialization
Full-Text [PDF 974 kb]   (52 Downloads)    
Type of Study: Research | Subject: Special
Received: 2017/04/12 | Accepted: 2018/12/18 | Published: 2018/12/18
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Tayebi Abolhasani A, Hamidizadeh M R. Marketing strategies of inventions for successful entry into market. 3. 2018; 7 (13) :105-120
URL: http://journalie.ir/article-1-385-en.html


Volume 7, Issue 13 (12-2018) Back to browse issues page
فصلنامه علمی- پژوهشی نوآوری و ارزش‌آفرینی Quarterly Journal of Innovation and Enterpreneurship
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