Identifying the effective factors of innovative marketing in SMEs in the IT industry

Document Type : Research Paper

Authors

1 Assistant Professor, Faculty of Management & Accounting, Allameh Tabatabaei University, Tehran, Iran

2 Masters of Marketing Management, Faculty of Management & Accounting, Allameh Tabatabaei University, Tehran, Iran

3 Assistant Professor, Kish International Campus, University of Tehran, Tehran. Iran

Abstract

In modern era, small and medium enterprises play a significant role in today’s economy. Nevertheless lack of proper marketing are main reasons why SMEs fail. It should be noted that these types of companies require different marketing than large companies. Innovative marketing is a marketing suitable for small and medium companies that can reduce the failure rate of these companies in the IT industry and this plays an important role in Entrepreneurship and economic development of the country, which shows the importance of innovative marketing in them. Therefore, this dissertation aims to identify and rank factors that are influencing the innovative in IT industry. The chosen methodology is based on applied research with a mixed method. The data is collected based on Library research and Field research. The research has been done from December 2016 to June 2017.The primary research consists of 4 stages of questionnaires that were given to 15 experts in this field. Delphi method, ANP and DEMATEL technique were used in order to analyze data. This has resulted in identifying 14 criteria, 46 sub-criteria and patterns of internal relations of criteria. The result indicates that innovation, specialist forces, focus on customer orientation and the market itself has the highest importance.

Keywords

References

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