Presenting the pathological model of marketing management in the approach of open innovation in knowledge-based companies
Subject Areas : مدیریتSeyed reza mousavi cheragh abadi 1 , Farshid Namamian 2 , omid ali kahrizi 3 , parisa bahmani 4
1 - PhD student, Department of Business Administration, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 - 2Assistant Professor, Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran (in charge of correspondence)
3 - 3. Assistant Professor, Business Management Department, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
4 - Assistant Professor, Department of Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
Keywords: Pathology, marketing, marketing management, open innovation, knowledge-based companies.,
Abstract :
Today, knowledge-based companies operate as factories that transform knowledge into goods/services, it is necessary to identify the challenges faced by these companies while familiarizing themselves with the organizational structure, material and human resources, and the requirements of these companies. and by removing or reducing the effect of the identified challenges, draw a comprehensive and strategic map and outline their development path in the form of functional principles. The aim of the current research is to present the pathological model of marketing management in the approach of open innovation in knowledge-based companies. This research is a qualitative research that was conducted in two stages. First, by reviewing the theoretical foundations and previous studies through the qualitative content analysis method, the challenges of marketing management in the open innovation approach in knowledge-based companies were identified and interpreted. Then, to confirm the validity of these challenges, it was provided to 21 experts in the field of marketing. The results of the research show that the challenges of marketing management in the open innovation approach in knowledge-based companies include the dimensions of controlling the turbulence of the new market, the ambiguity and limitation of information, the development of communication networks and effective strategies, effective marketing research, the development of communication networks and effective alliances, advertising. Informative is the quality of promotional innovation and flexibility, adaptability and application, and solutions have been provided in line with each of the identified challenges.
