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Title

Identification of Innovative Marketing Components in High-Tech Small and Medium sized Enterprises

Pages

 Start Page 83 | End Page 98

Abstract

 Previous studies strongly emphasize the importance of High-Tech SMEs in progress of economics as well as their devotion to delivering innovative products; however, their marketing is hindered by many constraints such as the lack of marketing knowledge and skill which leads to the failure of most of these companies. Innovative Marketing is the way high-tech SMEs cope with marketing deficiencies and challenges. The purpose of this paper is to identify Innovative Marketing constituents in High-Tech SMEs of Tehran province. Analysis of deep Interview sessions with sales and/or marketing managers of 10 High-Tech SMEs through qualitative content analysis of elements indicate that Innovative Marketing in High-Tech SMEs is made up of 8 elements, 21 sub-elements and 55 items. These elements include Marketing Variables, Customer Focus, Market Focus, Modification, Integrated Marketing, Unique Status, Positive Image and Networking. Although some elements are similar to previous researches, their constituent sub-elements are totally different. Moreover, Positive Image and Networking elements are contribution of this paper and new to the literature of Innovative Marketing.

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