Prioritizing the factors affecting marketing and sales of new product in SMEs active in food biotechnology

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Kanani Ameneh

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Paper Information

Journal: JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT Year:2015 | Volume:8 | Issue:2 Page(s): 333-352

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Information Journal Paper

Title

Prioritizing the factors affecting marketing and sales of new product in SMEs active in food biotechnology

Author(s)

Kanani Ameneh | Issue Writer Certificate

Keywords

food biotechnologyQ2

marketing and salesQ1

new product developmentQ2

Abstract

Needs and demands of customers are rapidly changing in market of food product. Appropriate actions in relation to marketing and sales play an important role in identification of these needs and success of new food products in stage of product launch. This paper aims to prioritize the factors affecting the marketing and sales of the new product development process in small and medium-sized businesses active in the field of biotech food deals. The research is exploratory mixed type. In the qualitative section, interviews were conducted with dozens of experts in the field of new product development and food biotechnology; in the quantitative section, 80 questionnaire were distributed and 64 questionnaires were returned. The results represent a confirmation of four elements of the marketing mix (i. e. price, product, place and promotion) of the marketing and sales of the new product development process; to prioritize the importance of each of these factors and sub-factors, Friedman test was used. Test results showed that price, product, promotion and distribution are important. Finally, suggestions for future managers and researchers are presented.

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APA: Copy

Kanani, Ameneh. (2015). Prioritizing the factors affecting marketing and sales of new product in SMEs active in food biotechnology. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, 8(2 ), 333-352. SID. https://sid.ir/paper/131270/en

Vancouver: Copy

Kanani Ameneh. Prioritizing the factors affecting marketing and sales of new product in SMEs active in food biotechnology. JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT[Internet]. 2015;8(2 ):333-352. Available from: https://sid.ir/paper/131270/en

IEEE: Copy

Ameneh Kanani, “Prioritizing the factors affecting marketing and sales of new product in SMEs active in food biotechnology,” JOURNAL OF ENTREPRENEURSHIP DEVELOPMENT, vol. 8, no. 2 , pp. 333–352, 2015, [Online]. Available: https://sid.ir/paper/131270/en

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