Presenting the New Medical Equipment Export Market Development Model from the Perspective of Managers with a Mix Method Study

Aim and introduction:Today, the medical equipment industry has become one of the prominent and fastest-growing industries globally. It is considered one of the most valuable industries in the world due to its direct impact on human lives and the increasing demand for its products and services from countries worldwide. On the other hand, experience has shown that the continuous development of the new product market is one of the main elements for the survival of companies and a key factor for achieving sustainable competitive advantage in the commercial sector. The latest products offer growth opportunities and competitive advantages for companies. Therefore, organizations must allocate sufficient resources and develop strategies to maintain a competitive edge. One of the most crucial strategic decisions for organizations to succeed in competition is to formulate a strategy for the development of new equipment and innovation. The development of the new product market brings to light numerous issues and challenges for an organization. These include identifying effective factors, formulating strategies, establishing the organization, allocating resources, fostering cooperation and coordination among individuals from diverse occupations and nationalities, and planning, monitoring, and implementing systematic control. The market development of a new product is a vital strategic activity for most companies. Also, decision-making plays an essential role in everyday life. New products are the key to the success of companies in the market. Managers are now under pressure to improve their company's performance in developing new products for the market. This requires greater effectiveness and performance in current product market development processes, particularly in preventing resource absorption in side activities, changes, and revisions. Empirical evidence shows that in recent decades, global trade has shifted from the export of raw materials and agricultural products to the export of industries. This shift is driven by high profitability and the desire to acquire more foreign exchange earnings. To the extent that the development of high-tech exports is considered one of the indicators of economic power in the new world order. Despite the growing global market for medical equipment, the industrialists in our country have unfortunately been unable to capitalize on this opportunity due to various obstacles, including the sanctions imposed by the United States of America and severe fluctuations in exchange rates. In this situation, on one hand, government support in restricting the import of goods that are similar to domestic production, and on the other hand, the increased appeal of exports due to the devaluation of the national currency, has created a significant potential for the expansion of domestic
 production. Considering the role of this group of products in promoting health and creating economic opportunities for the country, it is necessary to study it more carefully. According to these materials, the main question of this study is: What are the most important components of the development of the new medical equipment market for commercial companies? To address this question and highlight the significance of the issue, the purpose of this research is to propose a comprehensive model for the development of the export market for contemporary medical equipment. Methodology: This article deals with the development model of the new medical equipment export market from the point of view of managers. In this study, a mixed method (qualitative-quantitative) of descriptive-analytical type was used.  In the qualitative section; The required information is based on semi-structured interviews and using the foundation's data method and in the quantitative part as well; Structural equation modeling was used for confirmatory factor analysis. which was done through SmartPLS and SPSS software. In the qualitative part, the statistical population includes 16 specialists and experts in the field of medical equipment industry with the purposeful judgment sampling method, and in the quantitative part, the number of the statistical population is 168 specialists and experts from 39 medical equipment manufacturing companies in Iran. Finding: Based on the findings of the qualitative section, six categories include: causal conditions (government support and facilities, supporting organizations, customer orientation, etc.), main category (new equipment market development), strategies (clarification, performance optimization, etc.), intervening factors (laws, certificates, etc.) and contextual factors (long-term vision, development of equipment, infrastructure, etc.) and finally consequences (change of communication pattern, change of attitude, creation of motivation, etc.) is identified. Also, 37 categories and 132 concepts were obtained. Quantitative section also showed that all direct and indirect routes are confirmed. Discussion and conclusion: The results showed that medical equipment manufacturing companies consider it necessary to improve the performance of market development in order to survive in today's turbulent and competitive environment, and naturally, according to the context and activity of these companies, the production of new equipment is the best and most effective way to remain in this market. It is such an environment. Therefore, by considering the paradigmatic model of research, these companies can gain a correct and comprehensive understanding of the development of the export market of modern medical equipment and act on its correct and practical implementation, and in this way achieve their organizational goals and witness the acquisition of advantages. Be competitive with other competing companies.