Identifying Marketing Challenges of Knowledge-Based Health Products of Technological Units Located in Growth Centers of Tehran University of Medical Sciences
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Abstract
Abstract
Background: Marketing is a vital but less addressed capability in knowledge-based companies and is a leading contributor to challenges in this sector.
Objectives: This study aimed to identify the marketing challenges of health-related knowledge-based products.
Methods: This research is a qualitative study. The participants included 10 experts from technology units located in the growth centers of Tehran University of Medical Sciences, who were selected by purposive sampling and using the theoretical saturation index. Data were collected using semi-structured interviews and analyzed using MAXQDA version 10 and qualitative content analysis with an inductive approach.
Results: Data analysis led to the extraction of 4 main categories, including legal/regulatory, financial, infrastructural, and market factors. Each of these main categories consisted of several subcategories that described a specific aspect of the challenges of this field.
Conclusions: Legal/regulatory, financial, infrastructural, and market factors are among the marketing challenges experienced by technology units located in the growth centers.
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43. Fayyaz R, Azizinia M. Current challenges in distribution channels of cultural goods and services. Marketing and Branding Research. 2016; 3:75-85.
44. Naghavi Alhosseini SS, Azad N, Pourabbasi A. Barriers to the entry of health-related knowledge-based products in to international markets. Journal of Medicine and Spiritual Cultivation. 2021 May 22;30(1):90-101.
45. Greenland S, Kwansah-Aidoo K. The challenges of market research in emerging markets: A practitioner perspective from Sub-Saharan Africa. Australasian Journal of Market & Social Research. 2012 Dec 1; 20(2).
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48. Shatanawi HA, Halim MS, Osman A. The importance of market research in implementing marketing programs.(2014).
2. Valibeigi M, Mohammadi A, Valibeigi M. Structural Challenges of Knowledge-Based Economy in Iran. Eko-Regional: Jurnal Pembangunan Ekonomi Wilayah. 2020 Jul 23; 15(2).
3. Uddin MR, Bose TK. Factors affect the success of SME in Bangladesh: Evidence from Khulna City. J. Mgmt. & Sustainability. 2013; 3:166.
4. Sadeghi A, Azar A, Rad RS. Developing a fuzzy group AHP model for prioritizing the factors affecting success of high-Tech SME's in Iran: A Case Study. Procedia-Social and Behavioral Sciences. 2012 Oct 24; 62:957-61.
5. Zahedi AE, Mirghfoori SH, Morovati Sharif Abadi A. An integrated map to developing the innovation and commercialization potential of Iranian knowledge-based companies. Cogent Business & Management. 2018 Jan 1;5(1):1523345.
6. Daneshjoovash SK, Jafari P, Khamseh A. Effective commercialization of high-technology entrepreneurial ideas: a meta-synthetic exploration of the literature. Journal of Small Business & Entrepreneurship. 2021 Nov 2; 33(6):663-88.
7. Mohr J, Slater SF, Sengupta S. Technology marketing. The Handbook of Technology Management. 2010; 2:421-34.
8. Šimberová I. Success of Marketing Approach of High–Tech Firms: Base for the Market Orientation Research. Knowledge Society.53-5.2017
9. Motameni A, Hosienabadi M, Hemmati A. Evaluation of the Success Rate of Tenants in Science and Technology Parks and Incubators. 2012; 32-40.
10. Gliga G, Evers N. Marketing challenges for high-tech SMEs. Innovative Marketing. 2010;6(3).
11. Bouazza AB, Ardjouman D, Abada O. Establishing the factors affecting the growth of small and medium-sized enterprises in Algeria. American International journal of Social science. 2015 Apr;4(2):101-15.
12. Odoyo Fredrick S, Wanza SL, Donatta Mumbua M. Challenges of marketing of new products by rift valley bottlers in Kenya. International journal of business and social Science. 2014 Jul; 5(8).
13. Martín-de Castro G. Knowledge management and innovation in knowledge-based and high-tech industrial markets: The role of openness and absorptive capacity. Industrial marketing management. 2015 May 1; 47:143-6.
14. Jasra J, Hunjra AI, Rehman AU, Azam RI, Khan MA. Determinants of business success of small and medium enterprises. International Journal of Business and Social Science. 2011 Nov 16; 2(20).
15. Amini E, BaniAsadi M, Hatami M, Vahidi H. Survey of Factors affecting the development of knowledge-based companies, Using the Analytic Hierarchy, Case Study technology park of Tehran. Roshd-e-Fanavari. 2016 Dec;4(48):1.
16. Lampadarios E. Critical Business Environment Factors for SMEs in the UK Chemical Distribution Industry: A Qualitative Perspective. Journal of Research in Business Economics and Management. 2017 Jan 1; 8(1).
17. Lekhanya LM. Key internal factors affecting the small, medium and micro enterprises (SMMEs) marketing strategies in rural South Africa. Problems and perspectives in management (Online). 2015.
18. Pollard D, Šimberová I. marketing in high technology firms. In7th International scientific conference business and management 2012 May (pp. 10-11).
19. Yaghoubi NM, Pahlavani M, Parsaei F. Identifying and ranking development drivers of knowledge-based technology-driven companies (Case study: Fars province science and technology park). International Journal of Business and Development Studies. 2017 Mar 1; 9(2):85-113.
20. Grzegorczyk T. A company’s proactive marketing orientation in the high-tech sector. Organizacja i Zarządzanie: kwartalnik naukowy. 2020.
21. Chen TF. Building An Integrated Model of Knowledge-Based Marketing: A Case Study of E-Knowledge Networks In High-Tech SMEss.2014
22. Malekzadeh G, Khanderoo N, Sadeghi T. Marketing in Technological Small and Medium sized Companies; Challenges and Solutions. Roshd -e- Fanavari. 2015; 43 (11): 37-43.
23. Van Scheers L. Marketing challenges small and medium enterprises (SME) are facing in South Africa. The Journal of Accounting and Management. 2018 Nov 28; 8(1).
24. Gilmore A, Carson D. SME marketing: efficiency in practice. Small Enterprise Research. 2018 Sep 2; 25(3):213-26.
25. Awa HO, Eze SC. The Marketing Challenges Of Healthcare Enterpreeurship: An Emperical Invesigation in Nigeria. British Journal of Marketing Studies. 2013 Jun;1(2):1-6.
26. Ansari M, Jamour H, Haghshenas Gorgabi M, Kavoosi-Kalashami M. Key barriers to knowledge-based firms in agricultural industry. International journal of agricultural management and development. 2020 Mar 1;10(1):1-7.
27. Petrus HG. An investigation into causes of success and failure in small businesses within the Department of Social Development in the Eastern Cape.2009.
28. Walt K. Major content marketing solutions and problems. Retried from: www. forbes. com. 2013.
29. Kazimoto P. Assessment of challenges facing small and medium enterprises towards international marketing standards: A case study of Arusha Region Tanzania.2014
30. Vears DF, Gillam L. Inductive content analysis: A guide for beginning qualitative researchers. Focus on Health Professional Education: A Multi-disciplinary Journal. 2022 Mar 1;23(1):111-27.
31. Mabhungu I, Van Der Poll B. A review of critical success factors which drives the performance of micro, small and medium enterprises.2017
32. Abdullah R. Importance and contents of business plan: A case-based approach. Jurnal Manajemen Indonesia. 2020 Aug 30;20(2):164-76.
33. Salehi SS, Hamidizadeh MR, Gharecheh M, Haji Karimi AA. Marketing knowledge management functions on empowering competitive advantages. Journal of Business Administration Researches. 2019 Aug 23; 11(21):403-25. (In Persian).
34. Malshe A, Krush MT, Al-Khatib J, Al-Habib M, Torkistani H. Strategic Importance of Marketing Planning Capability: A Perspective from Saudi Arabia. In Marketing Challenges in a Turbulent Business Environment 2016 (pp. 171-172). Springer, Cham.
35. Abed SS, Dwivedi YK, Williams MD. Social media as a bridge to e-commerce adoption in SMEs: A systematic literature review. The Marketing Review. 2015 May 31;15(1):39-57.
36. Kadam MB. Electronic commerce: A study on benefits and challeneges in an emerging economy. (2019).
37. Gunawardana KD. E-commerce in small and medium enterprises in Sri Lanka. In Start-Ups and SMEs: Concepts, Methodologies, Tools, and Applications 2020 (pp. 634-649). IGI Global.
38. Šaković Jovanović J, Vujadinović R, Mitreva E, Fragassa C, Vujović A. The relationship between e-commerce and firm performance: The mediating role of internet sales channels. Sustainability. 2020 Aug 27; 12(17):6993.
39. Karadag H. Financial management challenges in small and medium-sized enterprises: A strategic management approach. EMAJ: Emerging Markets Journal. 2015 Feb 20; 5(1):26-40.
40. Kudlyak M, Sanchez JM. Revisiting the behavior of small and large firms during the 2008 financial crisis. Journal of Economic Dynamics and Control. 2017 Apr 1; 77:48-69.
41. Eggers F. Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of business Research. 2020 Aug 1; 116:199-208.
42. Golalizadeh MR, Tabatabaeian SH, Zomorodian G. Identifying and categorizing the financing challenges of new technology Bassde Firms in Iran. Innovation Management Journal. 2022 Feb 20; 10(4):1-27.
43. Fayyaz R, Azizinia M. Current challenges in distribution channels of cultural goods and services. Marketing and Branding Research. 2016; 3:75-85.
44. Naghavi Alhosseini SS, Azad N, Pourabbasi A. Barriers to the entry of health-related knowledge-based products in to international markets. Journal of Medicine and Spiritual Cultivation. 2021 May 22;30(1):90-101.
45. Greenland S, Kwansah-Aidoo K. The challenges of market research in emerging markets: A practitioner perspective from Sub-Saharan Africa. Australasian Journal of Market & Social Research. 2012 Dec 1; 20(2).
46. Malhotra NK. Marketing research: current state and next steps. Brazilian Journal of Marketing-BJMkt Revista Brasileira de Marketing–Remark Special Issue. 2018 Oct 5; 17:18-41.
47. Karimjanova RM, Soliyeva GA. The Role and Importance of Marketing Research in the Modernization of the Economy of the Republic. European journal of innovation in nonformula education. 2022 Jan 26; 2(1):220-4.
48. Shatanawi HA, Halim MS, Osman A. The importance of market research in implementing marketing programs.(2014).
| Files | ||
| Issue | Vol 6, No 4 (2022) | |
| Section | Articles | |
| DOI | https://doi.org/10.18502/htaa.v6i4.12820 | |
| Keywords | ||
| marketing challenges knowledge-based companies knowledge-based products health field | ||
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How to Cite
1.
Naghavi Alhosseini SS, Azad N, Valmohammadi C, Naami A. Identifying Marketing Challenges of Knowledge-Based Health Products of Technological Units Located in Growth Centers of Tehran University of Medical Sciences. Health Tech Ass Act. 2023;6(4).
