The effect of the key marketing factors on the success of technology-based small and medium sized enterprises

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KHANDEROO NARGES; SADEGHI TOORAJ; MALEKZADEH GHOLAMREZA

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2016 | Volume:10 | Issue:32 Page(s): 103-119

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Information Journal Paper

Title

The effect of the key marketing factors on the success of technology-based small and medium sized enterprises

Author(s)

KHANDEROO NARGES | SADEGHI TOORAJ | MALEKZADEH GHOLAMREZA | Issue Writer Certificate

Keywords

key success factorsQ2

marketing initiativesQ1

marketingQ1

technologyQ1

technology-based small and medium enterprisesQ2

technology incubatorsQ2

Abstract

Despite the central role of small and medium-sized businesses in economic development, a high percentage of small businesses fail in the first years of the establishment. The high-tech field because of high affinity to the changing technology and also requires high initial investments, firms face with the harder situation. The researchers sought to identify the factors of success or failure of these companies, lack the knowledge and skills of marketing have been introduced as one of the two main reasons for the failure of these companies. Components of effective marketing in the success of small and medium sized companies in Khorasan Science and Technology Park Incubators studied and tested. With this aim, the effect of four components which has the most frequently in researches has been investigated. The focus on the market, customer and competitors, positive image, networking and the unique position as the components of the marketing of the companies and success indicators companies, including the development of science and technology, finance and economic growth as well as organizational growth, were tested. The results of the tests show that focuses impact on scientific and technology development and institutional indicators. Unique proposition only effect on scientific and technology development. Positive images impact on the Financial and organizational indicators and finally networking effect on scientific and technology development and by these led to succeed.

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APA: Copy

KHANDEROO, NARGES, SADEGHI, TOORAJ, & MALEKZADEH, GHOLAMREZA. (2016). The effect of the key marketing factors on the success of technology-based small and medium sized enterprises. JOURNAL OF MARKETING MANAGEMENT, 10(32 ), 103-119. SID. https://sid.ir/paper/218858/en

Vancouver: Copy

KHANDEROO NARGES, SADEGHI TOORAJ, MALEKZADEH GHOLAMREZA. The effect of the key marketing factors on the success of technology-based small and medium sized enterprises. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2016;10(32 ):103-119. Available from: https://sid.ir/paper/218858/en

IEEE: Copy

NARGES KHANDEROO, TOORAJ SADEGHI, and GHOLAMREZA MALEKZADEH, “The effect of the key marketing factors on the success of technology-based small and medium sized enterprises,” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 32 , pp. 103–119, 2016, [Online]. Available: https://sid.ir/paper/218858/en

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