Marketing Strategies in Knowledge-Based Companies of ICT Services

摘要

The aim of this study is to evaluate the company's business strategy in knowledge-based companies of information and communication technology (ICT) services. The purpose of this research is applicable and is of descriptive research categories.The statistical populationincludes80 executives of knowledge-based companies based in science and technology parks of Tehran University,campus, Isfahan,Khorasan and Farsthat were engaged in the field of ICT services.By using Cochran's formula, 60 executives were estimated as the sample, and the samples were selected randomly.Main research tool was a questionnaire that its validity was confirmed by a panel of experts in different aspects of validity, content and structure. The reliability of the survey tool was confirmed by Cronbach's alpha coefficient, which represents the suitable reliability of research tool (92%).The results showed that the lack of adequate financial resources incompanies has been an important weakness. The main strength of the companies is to choose unique product or special one with clear market demand. The main threat in these companies is the rapid advance of technology and the lack of investment in new technologies. The main opportunity for these companies is to cooperation with industry in the development of products and services. The existing strengths in knowledge-based companies are more than their weaknesses. On the other hand, threats are stronger than opportunities, so the strategic deployment flexibility is in ST area and dominant strategy is defined as diversification strategy.