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

Subject Areas : Jounal of Marketing Management

Narges khanderou ¹ , Tooraj Sadeghi ² , Gholamreza Malekzadeh ³

1 - Commercialization Expert, Khorasan Science and Technology Park, Khorasan, Iran
2 - Assistant Professor, Department of Business Administration, Neishabour Branch, Islamic Azad University, Neishabour, Iran
3 - Assistant Professor, Department of Management, Ferdowsi University of Mashhad, Mashhad, Iran

Received: 2014-09-11 Accepted : 2019-02-11 Published : 2016-11-21

Keywords: marketing initiatives, marketing, technology, technology-based small and medium enterprises, technology incubators, key success factors,

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.