Document Type : Original Article
Authors
1 Department of Business Management, Faculty of Management, U.A.E. Branch, Islamic Azad University, Dubai, UAE.
2 Department of Technology Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
Abstract
The present study aimed to identify and prioritize the factors affecting the marketing of knowledge-based products of basic chemicals. This research is applied in terms of objectives and a data-based cross-sectional survey concerning its method. Initially, the factors affecting the marketing of products in this sector were identified based on library and field studies and by purposive sampling of 15 senior managers of knowledge-based chemical companies (research experts) utilizing a semi-structured interview and in the form of a questionnaire. Cochran’s formula was then employed, and 400 experts and staff working in this department were selected as the study’s statistical population through simple random sampling. Subsequently, confirmatory factor analysis was used to analyze the data and check the final model’s fitting. In the end, each factor’s relative importance was determined by the fuzzy DNAP method. The results led to the identification of 16 sub-criteria under seven main criteria, including technical and managerial, information and knowledge, economic, infrastructural, legal, and support issues, besides supply capabilities. The results revealed that the information and knowledge criterion and the innovation sub-criterion had the highest score, while the supply capability criterion and the knowledge management sub-criterion were ranked last.
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