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Information Journal Paper

Title

Identifying the effective factors of innovative marketing in SMEs in the IT industry

Author(s)

 Mohammadian Mahmoudi Tabar Mahmoud | Sotoodehnezhad Sahar | BOUDLAIE HASAN | Issue Writer Certificate 

Pages

  81-98

Abstract

 In modern era, small and medium enterprises play a significant role in today’, s economy. Nevertheless lack of proper marketing are main reasons why SMEs fail. It should be noted that these types of companies require different marketing than large companies. Innovative Marketing is a marketing suitable for small and medium companies that can reduce the failure rate of these companies in the IT industry and this plays an important role in Entrepreneurship and economic development of the country, which shows the importance of Innovative Marketing in them. Therefore, this dissertation aims to identify and rank factors that are influencing the innovative in IT industry. The chosen methodology is based on applied research with a mixed method. The data is collected based on Library research and Field research. The research has been done from December 2016 to June 2017. The primary research consists of 4 stages of questionnaires that were given to 15 experts in this field. Delphi method, ANP and DEMATEL technique were used in order to analyze data. This has resulted in identifying 14 criteria, 46 sub-criteria and patterns of internal relations of criteria. The result indicates that Innovation, specialist forces, focus on customer orientation and the market itself has the highest importance.

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    APA: Copy

    Mohammadian Mahmoudi Tabar, Mahmoud, Sotoodehnezhad, Sahar, & BOUDLAIE, HASAN. (2021). Identifying the effective factors of innovative marketing in SMEs in the IT industry. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, 14(1 ), 81-98. SID. https://sid.ir/paper/1009175/en

    Vancouver: Copy

    Mohammadian Mahmoudi Tabar Mahmoud, Sotoodehnezhad Sahar, BOUDLAIE HASAN. Identifying the effective factors of innovative marketing in SMEs in the IT industry. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT[Internet]. 2021;14(1 ):81-98. Available from: https://sid.ir/paper/1009175/en

    IEEE: Copy

    Mahmoud Mohammadian Mahmoudi Tabar, Sahar Sotoodehnezhad, and HASAN BOUDLAIE, “Identifying the effective factors of innovative marketing in SMEs in the IT industry,” JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, vol. 14, no. 1 , pp. 81–98, 2021, [Online]. Available: https://sid.ir/paper/1009175/en

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