Identifying the effective factors on the strategic plan of internal product sales of knowledge-based companies (case study: medical leech breeding)

Subject Areas :

مینا سرشار ¹ , مجید فتاحی ² , نیلوفر ایمان خان ³

1 - دانشجوی دکتری مدیریت بازرگانی-گرایش بازاریابی، دانشکده مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
2 - نویسنده مسئول، استادیار، گروه مدیریت، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران.
3 - استادیار، گروه مدیریت، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران.

Received: 2022-09-13 Accepted : 2022-10-20 Published : 2022-10-22

Keywords: Knowledge-Based Company, Keywords: Strategic Plan, Domestic Product Sales, Medicial Leech Breeding, Delphi Fan,

Abstract :

AbstractConsidering the current economic conditions of the country and the need to implement a resistance economy to get out of recession and economic crisis, relying on power and domestic production has become more important than in the past. Therefore, you should try to strengthen and expand knowledge-based companies that are the main arm of domestic production. In knowledge-based companies, economic growth and job creation are realized in proportion to innovation capacity. Therefore, the purpose of this study is to identify the factors affecting the strategic plan of domestic product sales of knowledge-based medical leech breeding companies. This research is based on the Delphi technique and interviews with experts in the company knowledge-based research has been done. The information was collected using the snowball sampling method with 15 experts, including university professors, experts and experts, and managers of knowledge-based companies in the field of medical leech production. The model of the strategic plan for the sale of internal knowledge-based products has 7 dimensions, which are: knowledge-based products, market communications, customer support, management factors, human resources, innovation and financial resources, and 23 indicators.

References:

منابع
- Ahmadi, A. (2010). "Evaluating and Explaining Marketing Strategies in Electronic Markets (Case Study of Iranian Electronic Markets." MSc Thesis. (In Persian)
- Andishe et al., (2015), "An Analytical Study of the Status of Strategic Planning Implementation in Gol Gohar Sirjan Mining and Industrial Company." Research Quarterly - Number 15 - Spring 13. (In Persian)
- Corbin, J., & Strauss, A. (2008). Basics ofQualitative Research: Techniques, and Procedures for Developing Grounded Theory (3rd ed.). Thousand Oaks: CA: Sage.
- Chaboki, M. M. (2010). "Formulating Strategy for Chuka Company and Ranking Strategies with Fuzzy Topsis Technique." Master of Science in Islamic Azad University, Tehran Branch, Faculty of Management.(In Persian)
- David, F. R. and F. R. David (2016). "Strategic Management: A Competitive Advantage Approach, Concepts."
- Delvi Esfahani et al., (2013), "Investigating the Impact of Marketing Strategies on Supply Chain and Organizational Performance." Journal of Marketing Management, University of Science and Research, No. 23, Summer 93 . (In Persian)
- Dess, G. G., et al. (2010). "Strategic management: Text and cases."
Eduardo Henrique da Silva Oliveira , (2016),"Place branding as a strategic spatial planning instrument: a theoretical framework to branding regions with references to northern Portugal", Journal of Place Management and Development, Vol. 9 ,Iss 1 pp.
- Falah Logimi, h. Ah. And. M. (2016). "Formulating and Prioritizing Research Strategies of a State University in Iran Using SWOT / ANP." Military Management 16 (63): 34-62 .
(In Persian)
- Fillis, I. (2015). Biographical research as a methodology for understanding entrepreneurial marketing. International Journal of Entrepreneurial Behavior& Research, 21(3), 429-447
- Garfaramarzi, R. s. (2014). "Developing a Marketing Strategy to Deal with Ceramic Tile Markets Using Game Theory (Scope of Study: Export Performance of Selected Yazd Province Ceramic Tile Companies in Iraq." MSc Thesis, University of Science and Art .
(In Persian)
- Hitt, M. A., et al. (2016). Strategic management: Concepts and cases: Competitiveness and globalization, Cengage Learning.
- Hosseini et al., (2016), "Identifying Factors Affecting Market Development Strategies of Zara Makaroon Industrial Company", Journal of Marketing Advertising, Issue 2, Spring 2016. (In Persian)
- Kutler, Philip and Armstrong, Gary, (2001), Marketing Principles, Translated by Ali Parsaian, Aylar Publishing, First Edition .
- Kustin, A. R. (2004). "Marketing mix standardization: a cross cultural study of four countries." International Business Review 13(5): 637-649.
- Lee, K.-l. and S.-c. Lin (2017). "A fuzzy quantified SWOT procedure for environmental evaluation of an international distribution center." Information Sciences 178(2): 531-549.
132 / ................... شناسایی عوامل موثر بر برنامه استراتژیک فروش محصول داخلی.. .
- Mahdi, R. (2017). "DEVELOP A STRATEGIC PLANNING MODEL FOR PLANNING IN IRANIAN UNIVERSITIES." International E-Journal of Advances in Social Sciences 3(8): 436-442. (In Persian)
- Maruti Sharif Abadi, A; Soltani Nejad, A; Zare Ahmedabadi, H; Jafaranjad,A.,(2020), Designing a conceptual model of strategic agility of knowledge-based companies, Majles and Strategy,101:97-121.(In Persian).
- Nikokar, GH., Ebrahimi, A and Esfidani M.,(2009). "Consumer Behavior Patterns and Internet Marketing Strategies: Iranian Home Appliances." Journal of Business Management 1 (2): 135-150 .
- Najari, M., (2013), "Strategic Planning for the Development of the Ceramic Tile Industry", M.Sc., Guilan University International Campus. (In Persian)
- Neaz Azari K, Sahafi M, Sholeh Kar Sh, Esmaeili Shad B.(2012). The Role of Information Technology in Developing Skill-Driven Education in Golestan Technical and Vocational Education Organization, Information & Communication Technology Quarterly inEducational Sciences, 3(2), 69-84. (In Persian)
- Rabiei, A, Alizadeh, N (2014), Performance Evaluation of Knowledge Based Organizations with AHP, BSC and TOPSIS Combined Approach in Nanotechnology Businesses in Iran Fourth International Conference and Eighth National Conference on Technology Management, Iranian Technology Management, Tehran, Iran. (In Persian)
- Rahmani, Z. (1394). "Strategic Planning in Banks Using SWOT Model and QSPM (City Bank) Qazvin Branches." Master thesis. (In Persian)
- Rashidi Astana, M; Ghazi Nouri, S; Mokhtarzadeh, N; Abuei,M(2020), The emergence of dynamic capabilities in a small and medium-sized knowledge-based company in the field of fintech, Innovation Management,31:101-138.
- Samadi, M, Fakhr, I, (2009), "Strategic Marketing Planning and Choosing the Right Strategy Using AHP (Ahwaz Pipeline Company)", Shahed University Journal of Research, Volume 16, New Volume, No. 35. (In Persian)
- Shariatmadari, M., & Aghajani, M. (2015). The relationship between teachers literacy of information and communication technology with academic achievement of fifth grade student in Tehran. Information and Communication Technology in Educational Sciences, 6(21), 55-70. (in Persian).
- Shimp T., Sharma S.; “Consumer ethnocentrism: Construction and validation of the cetscale”;. Journal of Marketing Research, Vol.24, 1987.
- Stoner,J,&Freeman,E(1996),Institute of Business Students and Research(In Persian).
Zarei & Asadi, (1979), "Identifying Key Success Factors in Developing Animation Characterization Strategy in Iranian Market Using Basic Theory Method", Journal of Business Management, 1977, Volume 10, Number 3, pp. 567-582. (In Persian)

_||_

منابع
- Ahmadi, A. (2010). "Evaluating and Explaining Marketing Strategies in Electronic Markets (Case Study of Iranian Electronic Markets." MSc Thesis. (In Persian)
- Andishe et al., (2015), "An Analytical Study of the Status of Strategic Planning Implementation in Gol Gohar Sirjan Mining and Industrial Company." Research Quarterly - Number 15 - Spring 13. (In Persian)
- Corbin, J., & Strauss, A. (2008). Basics ofQualitative Research: Techniques, and Procedures for Developing Grounded Theory (3rd ed.). Thousand Oaks: CA: Sage.
- Chaboki, M. M. (2010). "Formulating Strategy for Chuka Company and Ranking Strategies with Fuzzy Topsis Technique." Master of Science in Islamic Azad University, Tehran Branch, Faculty of Management.(In Persian)
- David, F. R. and F. R. David (2016). "Strategic Management: A Competitive Advantage Approach, Concepts."
- Delvi Esfahani et al., (2013), "Investigating the Impact of Marketing Strategies on Supply Chain and Organizational Performance." Journal of Marketing Management, University of Science and Research, No. 23, Summer 93 . (In Persian)
- Dess, G. G., et al. (2010). "Strategic management: Text and cases."
Eduardo Henrique da Silva Oliveira , (2016),"Place branding as a strategic spatial planning instrument: a theoretical framework to branding regions with references to northern Portugal", Journal of Place Management and Development, Vol. 9 ,Iss 1 pp.
- Falah Logimi, h. Ah. And. M. (2016). "Formulating and Prioritizing Research Strategies of a State University in Iran Using SWOT / ANP." Military Management 16 (63): 34-62 .
(In Persian)
- Fillis, I. (2015). Biographical research as a methodology for understanding entrepreneurial marketing. International Journal of Entrepreneurial Behavior& Research, 21(3), 429-447
- Garfaramarzi, R. s. (2014). "Developing a Marketing Strategy to Deal with Ceramic Tile Markets Using Game Theory (Scope of Study: Export Performance of Selected Yazd Province Ceramic Tile Companies in Iraq." MSc Thesis, University of Science and Art .
(In Persian)
- Hitt, M. A., et al. (2016). Strategic management: Concepts and cases: Competitiveness and globalization, Cengage Learning.
- Hosseini et al., (2016), "Identifying Factors Affecting Market Development Strategies of Zara Makaroon Industrial Company", Journal of Marketing Advertising, Issue 2, Spring 2016. (In Persian)
- Kutler, Philip and Armstrong, Gary, (2001), Marketing Principles, Translated by Ali Parsaian, Aylar Publishing, First Edition .
- Kustin, A. R. (2004). "Marketing mix standardization: a cross cultural study of four countries." International Business Review 13(5): 637-649.
- Lee, K.-l. and S.-c. Lin (2017). "A fuzzy quantified SWOT procedure for environmental evaluation of an international distribution center." Information Sciences 178(2): 531-549.