Presenting the Model of Health Technomarts with the Approach of Marketing Knowledge-Based Products: Grounded Theory
,
Abstract
Background: Knowledge-based companies often prioritize the scientific and technical aspects of their products, while marketing considerations receive less attention. However, to achieve a competitive advantage, it is essential to address both technological and marketing dimensions. Fan markets emerge as valuable tools to facilitate technology development activities and strengthen the technology market.
Objectives: The present study aimed to provide a model for the health technomart with the approach of marketing knowledge-based products.
Methods: This research is qualitative and was conducted using the grounded theory method with the Glaser approach. Data were collected through semi-structured interviews with 10 purposefully selected health experts. Data analysis was performed in three stages: Open, selective, and theoretical coding, using MAXQDA version 2020 software.
Results: Data analysis resulted in the extraction of 156 open codes, 21 sub-categories, and 7 main categories. The results indicated that management of technology development and transfer, technology development infrastructures, technology policy, technology market management, technological product development, institutional factors related to technology development, and improving the technological business environment are the main categories of health technomart with the approach of marketing knowledge-based products.
Conclusions: The presented model can help improve the performance of technomarts and the marketing and sales of knowledge-based and technology-oriented products in the health field.
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30. Mu J, Eunni RV, Peng G, Tan Y. New product development in Chinese SMEs: Key success factors from a managerial perspective. Int J Emerg Mark. 2007;2(2):123-43. https://doi.org/10.1108/17468800710739216.
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33. Panmaung K, Pichyangura R, Vadhanasindhu P. Success factors of technology transfer process of entrepreneurial food SMES in Thailand. Acad Entrep J. 2020;26(1).
34. Aramesh H, Dehghani M. Key factors of the success of knowledgebased companies relied on academic incubator centers. Int J Hum Capital Urban Manag. 2019;4(2):101-10. https://doi.org/10.22034/ijhcum.2019.02.03.
35. Alaei Tabatabaei SAR, Movahedi M. [Identifying and Ranking the National Technology Exchange System (Technomart) Development Barriers in Iran]. J Sci Technol Policy. 2010;3(2):99-121. Persian.
36. Min JW, Kim YJ, Vonortas NS. Public technology transfer, commercialization and business growth. Eur Econ Rev. 2020;124. https://doi.org/10.1016/j.euroecorev.2020.103407.
37. González JV, Zambalde AL, Grützmann A, Furtado TB. Critical Success Factors (CSF) to Commercializing Technologies in Universities: The Radar Framework. In: Kő A, Francesconi E, editors. Electronic Government and the Information Systems Perspective. EGOVIS 2018. Lecture Notes in Computer Science. Cham: Springer; 2018. p.123-35.
38. Govindaraju VGRC, Ghapar FA, Pandiyan V. The Role of Collaboration, Market and Intellectual Property Rights Awareness in University Technology Commercialization. Int J Innov Technol Manag.2009;6(4):363-78. https://doi.org/10.1142/s0219877009001674.
39. Eze SC, Chinedu-Eze VC, Bello AO, Inegbedion H, Nwanji T, Asamu F. Mobile marketing technology adoption in service SMEs: a multiperspective framework. J Sci Technol Policy Manag. 2019;10(3):569-96. https://doi.org/10.1108/jstpm-11-2018-0105.
2. Panahi Y. [Supporting the development of knowledge-based companies in the field of health is one of the most important programs of the Ministry of Health]. 2021. Persian. Available from: https://karafarinipress.ir/?p=10899.
3. Chen TF. Building an Integrated Model of Knowledge-Based Marketing: A Case Study of E-Knowledge Networks in High-Tech SMEss. The Fourteenth International Conference on Electronic Business & The First Global Conference on Internet and Information Systems 8-12 December 2014; Taipei, Taiwan. 2014. p. 67-80.
4. McIntosh B, Bouteri S. Healthcare marketing: Does marketing strategy address essential markets? Br J Healthcare Manag. 2017;23(9):433-7. https://doi.org/10.12968/bjhc.2017.23.9.433.
5. Diehr G, Wilhelm S. Knowledge marketing: How can strategic customers be utilised for knowledge marketing in knowledgeintensive SMEs? Knowl Manag Res Pract. 2017;15(1):12-22. https://doi.org/10.1057/s41275-016-0039-1.
6. Cho J, Lee J. Development of a new technology product evaluation model for assessing commercialization opportunities using Delphi method and fuzzy AHP approach. Expert Syst Appl. 2013;40(13):5314-30. https://doi.org/10.1016/j.eswa.2013.03.038.
7. Anderson S, Rayburn SW, Sierra JJ. Future thinking: the role of marketing in healthcare. Eur J Mark. 2019;53(8):1521-45. https://doi.org/10.1108/ejm-10-2017-0779.
8. Lim WM, Ting DH. Healthcare marketing: Contemporary salient issues and future research directions. Int l J Healthcare Manag. 2012;5(1):3-11. https://doi.org/10.1179/204797012x13293146890048.
9. Haverila MJ. Marketing variables when launching high-technology products into international markets: An empirical study on Finnish technology firms. J High Technol Manag Res. 2013;24(1):1-9. https://doi.org/10.1016/j.hitech.2013.02.004.
10. Sahut JM, Dana LP, Teulon F. Corporate governance and financing of young technological firms: A review & introduction. Technol Forecast Soc Change. 2021;163:120425. https://doi.org/10.1016/j.techfore.2020.120425.
11. Arnolds CA, Venter DJL. The strategic importance of motivational rewards for lower-level employees in the manufacturing and retailing industries. SA J Ind Psychol. 2007;33(3):a390. https://doi.org/10.4102/sajip.v33i3.390.
12. Gilmore A, Carson D. SME marketing: efficiency in practice. Small Enterp Res. 2018;25(3):213-26. https://doi.org/10.1080/13215906.2018.1521740.
13. 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). Int J Bus Dev Stud. 2017;9(2):85-113.
14. Chorev S, Anderson AR. Marketing in high-tech start-ups: Overcoming the liability of newness in Israel. Int Entrep Manag J. 2006;2(2):281-97. https://doi.org/10.1007/s11365-006-8689-8.
15. Houshmandynia S, Najafizadeh N. [Futuristic Studies the process of commercializing technology and its method in the Technomarket, the platform for innovative technology exchange]. J Future Stud Manag. 2017;28(3):19-40. Persian.
16. Aazami M. [The analysis of the role of fan markets in the process of commercialization of knowledge-based companies and technology units based]. Digital and Smart Libraries Researches. 2018;5(3):33-
44. Persian. https://doi.org/10.30473/mrs.2019.47144.1391.17. Akbari B, Kazazi A, Manteghi M, Amiri M. [Presenting a Model for Successing in the Iranian Defense Technomart]. J Improv Manag.2016;10(1):33-54.
18. Tarhani F, Sarvari P, Maboudi H. [Identifying the effective components and presenting the proposed model of Technomart at the national level in Iran]. The 4th International Conference on Management, Economics and Humanities; 6 September 2016; Athens, Greece. 2016.
19. Chiș DM, Crișan EL. A framework for technology transfer success factors: validation for the Graphene4Life project. J Sci Technol Policy Manag. 2020;11(2):217-45. https://doi.org/10.1108/jstpm-06-2019-0066.
20. Jung M, Lee Yb, Lee H. Classifying and prioritizing the success and failure factors of technology commercialization of public R&D in South Korea: using classification tree analysis. J Technol Transf. 2015;40(5):877-98. https://doi.org/10.1007/s10961-014-9376-5.
21. Chun Tie Y, Birks M, Francis K. Grounded theory research: A design framework for novice researchers. SAGE Open Med. 2019;7:2050312118822927. [PubMed ID:30637106]. [PubMed Central ID:PMC6318722]. https://doi.org/10.1177/2050312118822927.
22. Tian Q, Zhang S, Yu H, Cao G. Exploring the Factors Influencing Business Model Innovation Using Grounded Theory: The Case of a Chinese High-End Equipment Manufacturer. Sustainability.2019;11(5):1455. https://doi.org/10.3390/su11051455.
23. Bazargan A. [An introduction to qualitative and mixed research methods: common approaches in behavioral sciences]. Tehran: Didar; 2019.
24. Lincoln YS, Guba EG. Naturalistic Inquiry. Newbury Park, CA: SAGE Publications; 1985.
25. Glaser BG. Theoretical Sensitivity. Berkeley, CA: University of California; 1978.
26. Al-Ansari Y, Xu JUN, Pervan S. A study of organisational determinants and innovation practices in Dubai SMEs. Int J Innov Manag. 2014;18(01). https://doi.org/10.1142/s1363919614500030.
27. Ravi R, Janodia MD. Factors Affecting Technology Transfer and Commercialization of University Research in India: a Crosssectional Study. J Knowl Econ. 2022;13(1):787-803. https://doi. org/10.1007/s13132-021-00747-4.
28. Mamun MZ, Igel B, Islam N. Strategies for entrepreneurial software developing companies (ESDCs) in Bangladesh. Proceedings of the 2000 IEEE International Conference on Management of Innovation and Technology. ICMIT 2000. ‘Management in the 21st Century’ (Cat. No.00EX457); 12-15 November 2000; Singapore.
2000. p. 190-5.
29. Lee J, Rich M, Qualls WJ. A dynamic process of buyer‐seller technology adoption. J Bus Ind Mark. 2010;25(3):220-8. https://doi.org/10.1108/08858621011027812.
30. Mu J, Eunni RV, Peng G, Tan Y. New product development in Chinese SMEs: Key success factors from a managerial perspective. Int J Emerg Mark. 2007;2(2):123-43. https://doi.org/10.1108/17468800710739216.
31. 31.Eng TY, Quaia G. Strategies for improving new product adoption in uncertain environments: A selective review of the literature. Ind Mark Manag. 2009;38(3):275-82. https://doi.org/10.1016/j.indmarman.2008.01.003.
32. Kirchberger MA, Pohl L. Technology commercialization: a literature review of success factors and antecedents across different contexts. J Technol Transf. 2016;41(5):1077-112. https://doi.org/10.1007/s10961-016-9486-3.
33. Panmaung K, Pichyangura R, Vadhanasindhu P. Success factors of technology transfer process of entrepreneurial food SMES in Thailand. Acad Entrep J. 2020;26(1).
34. Aramesh H, Dehghani M. Key factors of the success of knowledgebased companies relied on academic incubator centers. Int J Hum Capital Urban Manag. 2019;4(2):101-10. https://doi.org/10.22034/ijhcum.2019.02.03.
35. Alaei Tabatabaei SAR, Movahedi M. [Identifying and Ranking the National Technology Exchange System (Technomart) Development Barriers in Iran]. J Sci Technol Policy. 2010;3(2):99-121. Persian.
36. Min JW, Kim YJ, Vonortas NS. Public technology transfer, commercialization and business growth. Eur Econ Rev. 2020;124. https://doi.org/10.1016/j.euroecorev.2020.103407.
37. González JV, Zambalde AL, Grützmann A, Furtado TB. Critical Success Factors (CSF) to Commercializing Technologies in Universities: The Radar Framework. In: Kő A, Francesconi E, editors. Electronic Government and the Information Systems Perspective. EGOVIS 2018. Lecture Notes in Computer Science. Cham: Springer; 2018. p.123-35.
38. Govindaraju VGRC, Ghapar FA, Pandiyan V. The Role of Collaboration, Market and Intellectual Property Rights Awareness in University Technology Commercialization. Int J Innov Technol Manag.2009;6(4):363-78. https://doi.org/10.1142/s0219877009001674.
39. Eze SC, Chinedu-Eze VC, Bello AO, Inegbedion H, Nwanji T, Asamu F. Mobile marketing technology adoption in service SMEs: a multiperspective framework. J Sci Technol Policy Manag. 2019;10(3):569-96. https://doi.org/10.1108/jstpm-11-2018-0105.
| Files | ||
| Issue | Vol 9 No 2 (2025) | |
| Section | Articles | |
| DOI | https://doi.org/10.18502/htaa.v9i2.18717 | |
| Keywords | ||
| Knowledge-Based Products Marketing Health Field Technomart | ||
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How to Cite
1.
Naghavi Alhosseini SS, Azad N, Valmohammadi C, Naami A. Presenting the Model of Health Technomarts with the Approach of Marketing Knowledge-Based Products: Grounded Theory. Health Tech Ass Act. 2025;9(2).
