مجله پژوهش‌های کارآفرینی

مجله پژوهش‌های کارآفرینی

پدیدارشناسی بازاریابی محصولات زیست‌فناورانه در چرخه عمر کسب‌وکار با تاکید بر راهبردهای کارآفرینانه

نوع مقاله : علمی- پژوهشی

نویسندگان
گروه مدیریت و کارآفرینی، دانشکده علوم اجتماعی، دانشگاه رازی، کرمانشاه، ایران.
چکیده
مقدمه: در چند سال اخیر، با افزایش مشکلات محیط‌زیستی و نگرانی‌های پدیدآمده در حوزۀ سلامت، تولید، بازاریابی و فروش محصولات زیست‌فناورانه اهمیت فراوانی یافته است و بازارهای جدید و متنوعی با محوریت این دسته از فناوری‌ها در مناطق مختلف، از جمله کشورهای منطقۀ خلیج فارس، پدید آمده است. این در حالی است که اگرچه ادبیات بازاریابی غنی و متنوع است، همچنان در حوزۀ بازاریابی محصولات زیست‌فناورانه خلأ مطالعات نظری وجود دارد. در همین راستا، این مطالعه با هدف شناسایی راهبردهای بازاریابی کارآفرینانۀ مناسب در هر مرحله از چرخۀ عمر شرکت‌های زیست‌فناورانه در منطقۀ خلیج فارس طراحی و اجرا شده است.
روش‌شناسی: مطالعۀ پیش‌رو بر بستر پارادایم تفسیرگرایی و با استفاده از رویکرد توصیفی و اکتشافی انجام شده است. در این پژوهش، گردآوری داده‌ها با روش بررسی اسناد و مدارک و مصاحبۀ عمیق نیمه ساختاریافته با هفت نفر از صاحبان کسب‌وکار و متخصصان حوزۀ زیست‌فناوری، با تجربۀ مشارکت در بازاریابی حداقل دو محصول زیست‌فناورانه، انجام شده است. برای انتخاب افراد از روش نمونه‌گیری هدفمند استفاده شد و در راستای تحقق اشباع نظری، انتخاب افراد تا زمانی ادامه یافت که واحد معنایی جدیدی وارد پژوهش نشود. به‌منظور تحلیل داده‌ها، روش نظم‌دادن مفهومی در چارچوب روش پدیدارشناسی تفسیری به‌کار گرفته شده و برای این منظور، از استخراج تم و بازگشت تکراری به داده‌ها استفاده شده است. در این مقاله، جهت اعتباریابی پژوهش، از فرآیند گفتگومحور ثبت داده و تفسیر یافته‌ها با مصاحبه‌شوندگان بهره برده شده است.
یافته‌ها: بنا بر یافته‌های این پژوهش، راهبردهایی معطوف به فرصت‌های بازار، نوآوری فناورانه، منابع جدید، ریسک‌های کارآفرینانه و ارزش جدید، از بیشترین کارآمدی در بازاریابی محصولات زیست‌فناورانه برخوردار بوده‌اند. راهبردهایی نظیر خلق ارزش جدید از طریق بسته‌بندی، توسعۀ برند به اتکای تبلیغات و عرضۀ محصولات پرمصرف در مرحلۀ شروع و همچنین تمرکز بر بازارهای محلی در مرحلۀ رشد، از اهمیت زیادی برخوردار بوده‌اند. در مراحل بعدی نیز راهبردهایی نظیر عرضۀ محصولات معطوف به سیاست‌های تخفیفی، تمرکز بر صنایع بزرگ برای فروش محصولات و خلق ارزش جدید با ارائۀ خدمات جانبی نوآورانه در مرحلۀ بلوغ و همچنین توسعۀ محصولات موجود و معرفی محصولات جدید معطوف به نوآوری‌های فناورانه و با اتکا بر تأمین منابع مالی جدید در مرحلۀ تجدید، از بیشترین کارایی برخوردار بوده‌اند.
نتیجه‌گیری/ دستاوردها: این مطالعه، بستۀ متنوعی از راهبردهای کارآفرینانه، مطابق با ویژگی‌های هر یک از مراحل چرخۀ عمر کسب‌وکار، به شرکت‌های زیست‌فناورانه پیشنهاد می‌دهد. همچنین، به عرضه‌کنندگان محصولات با پایۀ فناوری‌های زیستی پیشنهاد می‌دهد تا در دام جذابیت‌های بخش عرضه معطوف به نوآوری علمی و فناورانه نیفتاده و بر لزوم توجه به بخش تقاضا و نیاز واقعی مشتریان تأکید می‌کند. افزون بر این، از مهم‌ترین عوامل موفقیت محصولات با پایۀ زیستی در ورود به بازار و رشد فروش آن‌ها، ارتقای ظرفیت روانی صاحبان این کسب‌وکارها و ارتقای توان ذهنی ایشان در مواجهه با ریسک، مخاطرات بازار و عدم‌قطعیت‌های موجود شناسایی و معرفی شده است.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

A Phenomenological Study of Biotechnological Product Marketing Throughout the Business Life Cycle with an Emphasis on Entrepreneurial Strategies

نویسندگان English

Nader Naderi
Yousef Mohamadifar
Gholamreza Dashtimanesh
Department of Management and Entrepreneurship, Faculty of Social Sciences, Razi University, Kermanshah, Iran.
چکیده English

Introduction: In recent years, growing environmental concerns and emerging health-related challenges have increased the importance of producing, marketing, and selling biotechnological products. Consequently, new and diverse markets centered on biotechnology have emerged in different regions, including the Persian Gulf region. Despite the rich and diverse body of marketing literature, theoretical research on the marketing of biotechnological products remains limited. Therefore, this study was conducted to identify appropriate entrepreneurial marketing strategies at different stages of the business life cycle of biotechnology companies in the Persian Gulf region.
Methodology: This study was conducted within an interpretivist paradigm using a descriptive and exploratory approach. Data were collected through document analysis and in-depth semi-structured interviews with seven biotechnology business owners and experts, each of whom had experience in marketing at least two biotechnological products. Participants were selected through purposive sampling, and recruitment continued until theoretical saturation was achieved, that is, until no new meaningful units emerged from the data. Data were analyzed using conceptual structuring within the framework of interpretive phenomenological analysis, involving thematic extraction and iterative engagement with the data. To establish the credibility of the findings, a dialogic process of data verification and interpretation was conducted with the interview participants.
Findings: The findings indicated that strategies oriented toward market opportunities, technological innovation, new resources, entrepreneurial risk, and new value creation were among the most effective approaches to marketing biotechnological products. At the start-up stage, strategies such as creating new value through packaging, developing brands through advertising, and introducing high-consumption products were particularly important, while focusing on local markets was highly relevant during the growth stage. At the maturity stage, effective strategies included offering products through discount-based pricing policies, targeting large industries for product sales, and creating new value through innovative ancillary services. At the renewal stage, the most effective strategies involved improving existing products and introducing new products based on technological innovation, supported by access to new financial resources.
Conclusion/Implications: This study proposes a diverse portfolio of entrepreneurial marketing strategies tailored to the characteristics of different stages of the business life cycle for biotechnology companies. It also highlights the importance of avoiding an excessive supply-side orientation focused primarily on scientific and technological innovation and emphasizes the need to pay greater attention to market demand and customers’ actual needs. Furthermore, enhancing the psychological capacity of biotechnology business owners-particularly their ability to cope with entrepreneurial risks, market threats, and uncertainty-was identified as a critical factor in the successful market entry and sales growth of biotechnological products. These findings provide practical guidance for biotechnology companies seeking to align their marketing strategies with the evolving requirements of different stages of the business life cycle.

کلیدواژه‌ها English

Marketing
Business life cycle
Persian Gulf
Entrepreneurial strategy
Biotechnology
Aagaard, A., & Gertsen, F. (2011). Supporting radical front end innovation: perceived key factors of pharmaceutical innovation, Creativity Innov Manag, 20, 330–346. https://doi.org/10.1111/j.1467-8691.2011.00609.x
Al Hinai, J. (2018). Commersialisation of bioscience research in Oman: The entrepreneurial challenge. Cardiff University. URI: https://orca.cardiff.ac.uk/id/eprint/111436
Arantes-Oliveira, N. (2007).  A case study on obstacles to the growth of biotechnology, Technological Forecasting & Social Change, 74, 61–74. https://doi.org/10.1016/j.techfore.2006.03.003
Asadisiskhet, K., Talebi, K., & Hosseini, R. (2014). Identification and analysis of entrepreneurial strategies in selected food industries. Entrepreneurship Development, 8(4), 611-629. https://doi.org/10.22059/jed.2016.58808
Aydogmus, O., & Gurpinar, E. (2022). Science, Technology and Institutional Change in Knowledge Production: An Evolutionary Game Theoretic Framework, Dynamic Games and Applications, 12, 1163–1188. https://doi.org/10.1007/s13235-021-00416-w
Berglund, H. (2015). Between cognition & discourse: phenomenology & the study of entrepreneurship. International Journal of Entrepreneurial Behavior & Research, 21(3), 472-488. https://doi.org/10.1108/IJEBR-12-2013-0210
Bettanti, A., Lanati, A., & Missoni, A. (2022). Biopharmaceutical innovation ecosystems: a stakeholder model and the case of Lombardy, The Journal of Technology Transfer, 47, 1948–1973. https://doi.org/10.1007/s10961-021-09890-1
Biggerstaff, D., & Thompson, A. R. (2008). Interpretative phenomenological analysis (IPA): a qualitative methodology of choice in healthcare research. Qualitative Research in Psychology, 5(3), 214-224. https://doi.org/10.1080/14780880802314304
Bryant, S., & Colwell, K. (2002) Strategic knowledge management in SMEs: managing knowledge throughout the organizational life cycle, 16th Annual USASBE National Conference.
Cooke, P. (2001). New economy innovation systems: biotechnology in Europe and the USA, Ind. Innov., 8, 267–289. https://doi.org/10.1080/13662710120104583
Cooper, A., Markman, G., & Niss, G. (2000). The Evolution of the Field of Entrepreneurship. In Meyer G.D. & Heppard K.A. (Eds.), Entrepreneurship as strategy, 115–133. Thousands Oaks, CA: Sage Publications.
Cope, J. (2011). Entrepreneurial learning from failure: an interpretative phenomenological analysis. Journal of Business Venturing, 26(6), 604-623. https://doi.org/10.1016/j.jbusvent.2010.06.002
Dashtimanesh, G. (2013). Identifying the conceptual components of entrepreneurial strategy in NTBFs. Master's thesis. Technology group. Faculty of Entrepreneurship. University of Tehran.
Ener, H. (2019). Do Prior Experiences of Top Executives Enable or Hinder Product Market Entry?. Journal of Management Studies, 56, 1345–1376. https:// doi. org/ 10. 1111/ joms. 12401
Eriksson, P., & Rajamaki, H. (2010). Biotechnology marketing: Insider and outsider views. Journal of Commercial Biotechnology, 16, 98–108. https://commercialbiotechnology.com/article-detail/?id=324
Ernst & Young - Beyond Borders. (2002). The Global Biotechnology Report. Ernst & Young Global Health Sciences. URL: https://wellcomecollection.org/works/rr9t7uu9
European Commission. (2002). Life Sciences and Biotechnology – a Strategy for Europe, Communication from the Commission to the Council, the European Parliament, the Economic and Social Committee, and the Committee of the Regions, Brussels. URI: http://aei.pitt.edu/id/eprint/45961
Gans, J., Kearney, M., Scott, E., & Stern, S. (2020). Choosing Technology: An Entrepreneurial Strategy Approach. NBER Working Papers Sereis, Working Paper 27489. http://www.nber.org/papers/w27489
Gans, J., Stern, S., & Wu, J. (2019). Foundations of Entrepreneurial Strategy. Strategic Management Journal, Vol 40:5, 736-756. https://doi.org/10.1002/smj.3010
Hafeznia, M., & Rabiei, H. (2017). Persian Gulf Regional Studies, Tehran: Samt Publications.
Hein, S., & Austin, J. (2001) Empirical and hermeneutic approaches to phenomenological research in psychology: A comparison. Psychological Methods, 6, 3-17. https://doi.org/10.1037/1082-989x.6.1.3
Hitt, M., Ireland, R., Camp, S., & Sexton, D. (2001). Strategic entrepreneurship: Entrepreneurial strategies for wealth creation. Strat. Mgmt. J., 22, 479–49. https://doi.org/10.1002/smj.196
Ireland, R., Hitt, M., & Sirmon, D. (2009) A Model of Strategic Entrepreneurship: The Construct and its Dimensions. Journal of Management, 29, 963.
Kanani, A., & Meygounpouri, M. (2012). Identifying and prioritizing the factors affecting the systematic innovation process for new product development in entrepreneur firms active in food biotechnology.  Entrepreneurship Development, 7 (3), 487-507. https://doi.org/10.22059/jed.2014.52504
Khakzadian, M., Fatahi, M., & Salehi, M. (2019). Presenting an entrepreneurial marketing model to improve innovative performance from the perspective of university faculty members: a qualitative paradigm. Journal of Education in Law Enforcement Sciences, 7 (25), 223-249. https://sid.ir/paper/524048/fa
Khan, M., & Watts, R. (2009). Estimation and empirical properties of a firm-year measure of accounting conservatism. Journal of Accounting and Economics, Vol. 48(2–3), 132–50. https://doi.org/10.1016/j.jacceco.2009.08.002
Khilji, S., Mroczkowski, T., & Bernstein, B. (2006). From Invention to Innovation: Toward Developing an Integrated Innovation Model for Biotech Firms. The Journal of Product Innovation Management, 23, 528–540. https://doi.org/10.1111/j.1540-5885.2006.00222.x
Landstrom, H. (2005). Pioneers in entrepreneurship and small business research. International Studies in Entrepreneurship, volume 8. https://doi.org/10.1007/b102095
Leonavicius, J. (2021). Overcoming Barriers to Entry into the United Arab Emirates Market: The Cases of Biotechnology Companies. Kaunas University of Technology. Retrieved from https://epubl.ktu.edu/object/elaba:94659262/index.html
Leotta, A., Rizza, C., & Ruggery, D. (2020). An Overview of Family Business. Profiles, Definitions and the Main Challenges of the Business Life Cycle. In: Leotta, A. (eds) Management Controlling and Governance of Family Businesses. Contributions to Management Science. Springer, Cham, 7–28. https://doi.org/10.1007/978-3-030-47741-7_2
Li, X., & Wang, C. (2022). Entrepreneurial bricolage and marketing capability: contingent roles of market turbulence and strategic flexibility. Asian Business & Management, 21, 458–481. https://doi.org/10.1057/s41291-021-00171-1
Lorenzi, V., & Sørensen, H. (2014). Business Development Capability: Insights from the Biotechnology Industry. Symphonya. Emerging Issues in Management (symphonya.unimib.it), 2, 45 –60. https://symphonya.unicusano.it/article/view/9947
Martin, D., Vicente, O., Tommasco, B., Kellermayer, M., Koller, M., Lal, R., Marks, R., Marova, I., Mechler, A., Tapaloaga, D., Znidarsic, P., & Dundar, M. (2021). A brief overview of global biotechnology. Biotechnology & Biotechnological Equipment. 35(1), 5–14. https://doi.org/10.1080/13102818.2021.1878933
Masurel, E., & Van Montfort, K. (2006). Life cycle characteristics of smallprofessional service firms. Journal of Small Business Management, 44(3), 461–473. https://doi.org/10.1111/j.1540-627X.2006.00182.
Mehrabi, R., Yadollahi Farsi, J., & Talebi, K. (2018). Phenomenology of the nature of entrepreneurial opportunities based on the lived experiences of entrepreneurs in health businesses of the country. Journal of Transformation Management, 11 (1), 1-26. https://doi.org/10.22067/pmt.v11i1.67028
Meyer G., & Heppard K. (2000) Entrepreneurship as strategy: Competing on the entrepreneurial edge: Thousand Oaks, CA: Sage Publications, 1–22. https://doi.org/10.4135/9781452231280
Mohammadpour, A. (2016). Research Methodology in Humanities (Debates on Methodology Policies), Tehran: Ghoghnous Publications.
Mohammadpour, A. (2020). Anti-Methodology (Philosophical Backgrounds and Practical Procedures in Qualitative Methodology), Tehran: Logos Publications.
Molochaeva, L., & Gamaeva, F. (2024). Key trends in the global biotechnology market. BIO Web of Conferences 82, https://doi.org/10.1051/bioconf/20248205032
Moyle, C., Moyle, B., & Burgers, H. (2020). Entrepreneurial strategies and tourism industry growth. Tourism Management Perspectives, 35, 100708. https://doi.org/10.1016/j.tmp.2020.100708
Navarro, V., Gomez, H, Badened, R., & Acosta, P. (2022). Customer relationship management and its impact on entrepreneurial marketing: a literature review. International Entrepreneurship and Management Journal. https://doi.org/10.1007/s11365-022-00800-x
Panetti, E., Parmentola, A., Ferretti, M., & Beck, R. (2019). Exploring the relational dimension in a smart innovation ecosystem: A comprehensive framework to define the network structure and the network portfolio. The Journal of Technology Transfer, 45, 1775–1796. https://doi.org/10.1007/s10961-019-09735-y
Pontes, C., Barroso, W., & Nóbrega Rito, P. (2019). Market for biotechnology drugs: market analysis of insulin. 10(2), 219-226. https://doi.org/10.1111/jphs.12278
Rajamaki, H. (2008). Anticipating and managing the challenges of biotechnology marketing. Journal of Commercial Biotechnology, 14, 225–231. https://doi.org/10.1057/jcb.2008.13
Ranjbaran, Vida. (2021). Ecosystem assessment framework for new businesses (case study: Bushehr province ecosystem). Tehran: Arena Publications.
Regmi, R., Zhang, Z., & Zhang, H. (2023). Entrepreneurship strategy, natural resources management and sustainable performance: A study of an emerging market. Resources Policy, (86), 104202. https://doi.org/10.1016/j.resourpol.2023.104202
Rezvani, M., & Gholabi, A. (2011). Conceptualization of entrepreneurial strategies in the marketing of entrepreneurial SMEs of the food industry. Business Management Perspectives, 10, 158-137. https://sid.ir/paper/475540/fa
Shane, S. (2000). Prior knowledge & the discovery of entrepreneurial opportunities. Organization Science, 11(4), 448-469. https://www.jstor.org/stable/2640414
Sheppard, M. (2023). The behavioural gap between entrepreneurial SME’s and high growth: evidence from Canada. International Entrepreneurship and Management Journal, 19, 427–449.
https://doi.org/10.1007/s11365-023-00832-x
Smith, J., Jarman, M., & Osborn, M. (1999). Doing interpretative phenomenological analysis. In M. Murray, Chamberlain, K. (Ed.), Qualitative health psychology. London: Sage Publications. 218-241. http://dx.doi.org/10.4135/9781446217870.n14
Stiller, I., van Witteloostuijn, A., & Cambré, B. (2022). Determinants of radical drug innovation: a systematic literature review. Management Review Quarterly, 72, 967–1016. https://doi.org/10.1007/s11301-021-00218-9
Tian, L., Han, L., & Zhang, S. (2015). Business Life Cycle and Capital Structure: Evidence from Chinese Manufacturing Firms. China & World Economy, 23(2), 22–39. https://doi.org/10.1111/cwe.12105
Verifiedmarketreport. (2023). Global Bioproducts Market By Type (Conventional Bioproducts, Emerging Bioproducts), By Application (Building Materials, Pulp and Paper), By Geographic Scope And Forecast. https://www.verifiedmarketreports.com/product/bioproducts-market/
Xu, J., Huang, G., Xue, D., & Ye, Y. (2024). Beyond regional endogenous and firm-centric accounts: Contextualizing multiple and multiscalar industrial branching mechanisms for the emergence of biotechnology industries in Guangzhou, China. Applied Geography, 163, 103186. https://doi.org/10.1016/j.apgeog.2023.103186

  • تاریخ دریافت 07 فروردین 1403
  • تاریخ بازنگری 16 مرداد 1403
  • تاریخ پذیرش 17 مرداد 1403