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

Document Type : Research Paper


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


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.


پازری، محسن؛ حقیقی نسب، منیژه ؛ عدالتیان شهریاری، جمشید (۱۳۹۹)، "طراحی شبکه ایجاد ارزش مشترک مبتنی بر نوآوری در اکوسیستم کارآفرینی فناوری"، توسعه کارآفرینی، ۱۳(۴)،۵۶۰-۵۴۱.
توکلیان، سعید؛ کریمی، آصف؛ یزدانی، حمید رضا و احمدپور، محمود (۱۳۹۹). "طراحی مدل گرایش کارآفرینانه در کسب و کارهای کوچک و متوسط فناوری محور"، اندیشه مدیریت راهبردی، ۱۴(۱)، ۱۵-۱.
حسینلو، حسن؛ عزیزی، محمد (۱۳۹۹). "دستاوردهای مربی گری کارآفرینانه در کسب و کارهای کوچک و متوسط"، توسعه کارآفرینی، ۱۳(۳)،۳۵۹-۳۴۱.
کامیابی، یحیی؛ حسن نتاج کردی، محسن و ابراهیمی، جمیل (۱۳۹۹)، "تاثیر فرصت‌های رشد، محدودیت مالی و درماندگی مالی بر سرعت تعدیل نگهداشت وجه نقد در شرکت‌های کوچک و متوسط"، دانش حسابداری مالی، ۶(۴)، ۱۳۱-۹۹.
مهرگان، محمدرضا(۱۳۹۵)،"پژوهش عملیاتی پیشرفته"، چاپ دهم، تهران: انتشارات کتاب دانشگاهی.
Bak, O., Shaw, S., Colicchia, C., & Kumar, V. (2020). “A Systematic Literature Review of Supply Chain Resilience in Small–Medium Enterprises (SMEs): A Call for Further Research”. IEEE Transactions on Engineering Management,99, 1-14.
Banyár, M. Sulaa, T, (2015). “Innovative marketing as a tool for building a positive image of an institution of higher education and increasing the competitiveness of its graduates - Analysis of the functional use of projects of the Department of Marketing Communications at the Faculty of Multimedia Communications of TBU in Zlín and their potential for integration into the teaching process”. Procedia - Social and Behavioral Sciences, 175, 146 – 153.
Bourdeau, S.,Vieru, D. (2019). “Digital Fluency in SMEs: A Typology and a Multi-Case Study,Handbook of Research on Social and Organizational Dynamics in the Digital Era”. France: IGI Global publisher of timely knowledge.
Byun, C.G., Ha, H.H. (2020). “An Exploratory Study on Successful Factors of Entrepreneurial Marketing in Start-up”, Asia-Pacific Journal of Business Venturing and Entrepreneurship, 15(2), 183-192.
Chege, S. M., & Wang, D. (2020). “Information technology innovation and its impact on job creation by SMEs in developing countries: an analysis of the literature review”. Technology Analysis & Strategic Management, 32(3), 256-271.
Dougherty, D. (2017).”Organizing for innovation in complex innovation systems. Innovation”, Innovation Organization & Management, 19(1), 11-15.
Gabril, A., (2020). “SMEs strategic networks and innovative performance: a relational design and methodology for knowledge sharing”, Emerald logo Discover Journals, Books & Case Studies, 24(6), 1369-1392.
Gilmore, A., Carson, D. (2007).”Teaching and research in small business enterprise marketing: A critique and some alternatives”, Innovative methodologies in enterprise research, 7(2), 7-18.
Gilmore, A. (2020). Handbook of Entrepreneurship and Marketing, SME marketing networking, United Kingdom: Edward Elgar Publisher.
Kim-Soon, N., Ahmad, A. R., Kiat, C. W., & Sapry, H. R. M. (2017). “SMES are embracing innovation for business performance”. Journal of Innovation Management in Small & Medium Enterprises, 1, 1-17.
Lee, J. Y., Jiménez, A., Devinney, T. M. (2020). “Learning in SME Internationalization: A New Perspective on Learning from Success versus Failure”. Management International Review, 60(40), 1-29.
Matt, D. T., & Rauch, E. (2020). Industry 4.0 for SMEs, The role of small-and medium-sized enterprises in the digital transformation, Switzerland: Palgrave macmillan publisher.
Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). “Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives”, Journal of marketing theory and practice, 10(4), 1-19.
Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). “Responsive and proactive market orientation and new‐product success”, Journal of product innovation management, 21(5), 347-334.
O'Dwyer, M., Gilmore, A., Carson, D. (2009). “Innovative marketing in SMEs: an empirical study”, Journal of Strategic Marketing, 17(5), 383-396. 
Saaty, T.L. (1990). “How to Make a Decision The Analytic Hierarchy Process”, European Journal of Operational Research, 48, 9-26.
Saaty, T. L, (2004).”Decision making the analytic hierarchy and network processes (AHP/ANP)”, Journal of systems science and systems engineering, 13(1), 1-35.
Samuel, P. (2017).Strategies for integrating technological innovations in small businesses. US: Walden University.
Sethna, Z., Jones, R., Harrigan, P. (2013). Entrepreneurial marketing: Global perspectives. UK: Emerald Group Publishing.
Song, H., Yang, X., & Yu, K. (2020). “How do supply chain network and SMEs’ operational capabilities enhance working capital financing? An integrative signaling view”. International Journal of Production Economics, 220,107-447.
Stokes, D., & Wilson, N. C. (2010). “Entrepreneurship and marketing education: time for the road less travelled? ”, International Journal of Entrepreneurship and Innovation Management, 11(1), 95-108.