جستجوی مقالات مرتبط با کلیدواژه "بازارپذیری" در نشریات گروه "مدیریت"

The present study seeks to identify the dimensions of marketability and design its measurement framework as an important construct in assessing the success of the commercialization ecosystem. Given the lack of a theoretical framework related to marketability in general and the commercialization ecosystem of emerging technologies in a developing country in particular, the definition of an appropriate construct for assessing marketability is pivotal. For this purpose, firstly, it is necessary to identify and build the dimensions of the construct and then validate it according to the actual data. To identify the dimensions of the marketability construct, a thematic analysis method, which is a qualitative method, was used and 14 interviews with the main actors of two commercialization projects were analyzed. The construct assessed and validated using the partial least square assessment model section regarding the survey data obtained from 51 commercialization projects. The research findings showed that the three dimensions of marketability construct including market/industry structure, market size, and market readiness. The quantitative part also showed that the indicators of each dimension have been validated and reliable.

The study tried to identify the dimensions of the market- industry construct and assess their effect on the success of commercialization. Due to the lack of relevant theoretical underpinning and the lack of necessary tools to measure these dimensions, the study has employed a mixed (qualitative-quantitative) method approach. In the qualitative part, the thematic analysis method is used to identify market-industry dimensions and in the quantitative part, partial least squares method is used to assess the impact of them on commercialization success. In qualitative section, interview with 14 incumbents who deeply engaged in the two successful commercialization projects were considered as research sample and in quantitative section the survey on 51 nanotechnology projects has done. The research found three market dimensions including market structure, market size and market readiness. The model to high extent explained commercialization success. The results showed that market readiness and market size have the greatest impact on commercialization success, and market structure did not have a significant impact on it. Exploring the thematic network of market and simultaneously assessing the effect of market dimensions on commercialization is one of the most important values of the study especially in developing context. The main limitation of the study is the low number and diversity of the sample in quantitative part.