The Investigation of the Effect of Proactive Market Orientation and Entrepreneurial Orientation with the Mediating Role of Market Driving in Successful Commercialization of Knowledge-Based Health (Pharmaciotical) Products)

Document Type : Original Article

Abstract

Transfer of technology from the laboratory to industry and market is a long way and time-consuming and commercialization is completmentary part of the innovation process. Technologies and products cannot successfully entered to the market without it. So an important part of the organizations' challenges is to present ideas and innovations to the market and using them in profitability and gaining competitive advantage.
The aim of This study is investigation of the effect of proactive market orientation and entrepreneurial orientation with the mediating role of market driving in successful commercialization of knowledge-based health (pharmaciotical) products. The statistical population contains of CEOs or marketing and sales managements of all 179 Iranian pharmaceutical companies. For this purpose, a questionnaire designed and after the validity tests, sent to the sample of 122 managers. Current study is developmental, data collecting is descriptive- survey. For test of hypothesis, structural equation modeling was used. Results show that proactive market orientation and entrepreneurial orientation have positive and significant effect on the successful commercialization. The only has been accepted market driving/ preferences as a mediator between proactive market orientation and successful commercialization.

Keywords

References

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History

  • Receive Date: 21 September 2016
  • Revise Date: 19 November 2024
  • Accept Date: 31 December 2020

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