Identifying Marketing Challenges of health-related knowledge-based products of the Technological Units Located in the Growth Centers of Tehran University of Medical Sciences

Solmaz Sadat Naghavi Alhosseini; Naser  Azad; Changiz Valmohammadi; Abdollah Naami

doi:10.18502/htaa.v6i4.12820

Solmaz Sadat Naghavi Alhosseini Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Naser Azad Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Changiz Valmohammadi Department of Industrial Management, Faculty of Management and Accounting, South Tehran Branch, Islamic Azad University,Tehran, Iran.
Abdollah Naami Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

DOI: https://doi.org/10.18502/htaa.v6i4.12820

Keywords: Marketing Challenges, Knowledge-based Companies, Knowledge-Based Products, Health Field

Abstract

Background: Marketing is a vital but less addressed capability in knowledge-based companies and is a leading contributor to challenges in this sector.

Objectives: This study aimed to identify the marketing challenges of health-related knowledge-based products.

Methods: This research is a qualitative study. The participants included 10 experts from technology units located in the growth centers of Tehran University of Medical Sciences, who were selected by purposive sampling and using the theoretical saturation index. Data were collected using semi-structured interviews and analyzed using MAXQDA version 10 and qualitative content analysis with an inductive approach.

Results: Data analysis led to the extraction of 4 main categories, including legal/regulatory, financial, infrastructural, and market factors. Each of these main categories consisted of several subcategories that described a specific aspect of the challenges of this field.

Conclusions: Legal/regulatory, financial, infrastructural, and market factors are among the marketing challenges experienced by technology units located in the growth centers.