Designing a model for evaluating the innovation capacity system with an emphasis on innovation in marketing (case study of companies located in the Science and Technology Park of the Scientific and Industrial Research Organization of Iran)
Subject Areas : Jounal of Marketing Managementelham fatehifar 1 , Hossein Moinzad 2 * , mohammadali keramati 3
1 - Department of Technology Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran, Email
Keywords: Evaluation system, innovation capacity, science and technology park, innovation alignment, data-driven analysis,
Abstract :
Introduction and Objective: The importance of innovation in the economy is such that researchers consider every economic development that has occurred in the last century to be due to innovation. In fact, the capacity created for innovation can determine the per capita income of a country in the future. The concept of innovation capacity as an infrastructure for innovation is a new concept in the literature of technology management that is rapidly expanding. The aim of the research was to design a model for evaluating the innovation capacity system with an emphasis on innovation in marketing (the case study was companies located in the Science and Technology Park of the Scientific and Industrial Research Organization of Iran).
Research Methodology: The present study was applied in terms of its purpose and qualitative in terms of its method with a grounded theory approach. In this study, the methodological angle was observed by using various data collection methods such as library study method and review of specialized sources and texts as well as semi-structured interviews. Based on purposive sampling, 17 experts, elites, experts and managers of knowledge-based companies of the Science and Technology Park of the Iranian Scientific and Industrial Research Organization were interviewed in 1403. The interviews conducted were coded in ATLAS.TI software. To confirm the results obtained based on three-way construction, the data were evaluated and analyzed for validity.
Findings: The research findings are divided into five categories: causal, contextual, intervening, strategy, and consequences, each of which is as follows. Causal conditions include; managerial conditions, market conditions, cooperation and networking, alignment of innovation with the company, and human resource management. Contextual conditions include; company resource management and the current status of knowledge-based companies. Intervening conditions include; financial management, laws and policies, and cultural and social status. Strategies include; support, education and learning, technology, and knowledge management. Consequences include; increasing the efficiency of knowledge-based companies, customer orientation, improving employee satisfaction, and profitability.
Discussion and Conclusion: By analyzing the data obtained periodically and continuously reviewing the indicators of the innovation capacity assessment system, the model should have the ability to predict changes in the system and adapt to the relevant needs. This continuity, with the help of continuous optimization of the innovation capacity assessment system model, will help maintain and improve the performance of companies located in the Science and Technology Park of the Scientific and Industrial Research Organization of Iran.
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