Designing a Framework of entrepreneurial marketing network in pharmaceutical small and medium sized enterprises

Document Type : Research Paper

Authors

1 Assistant Professor,Faculty of Entrepreneurship,University of Tehran

2 Associate professor,university of Tehran,faculty of entrepreneurship

3 M.A. Entrepreneurship, University of Tehran, Iran

Abstract

Today, networking is considered as a tool which can be used to improve the marketing of entrepreneurial organizations. Small and medium-sized companies use networking to become more agile in recognizing market opportunities. In this research, we have had interviews with managers of medical companies of Tehran and we reach to some results about networking in marketing. The research applied in terms of purpose and Grounded theory approach is used. After collecting  the data, we analyzed them by Atlas T software. According to the findings, managers of small and medium-sized companies in medical realm use networking in marketing in addition to using communication activities such as cooperation and social participation. The results showed that relations and networking have a positive relationship, and new relations and  networking are positively related to entrepreneurial bahaviour

Keywords

Main Subjects

References

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