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

Document Type : Original Article

Authors

1 Associate Professor (corresponding author), Department of Business Ad-ministration, Mohaghegh Ardabili University, Faculty of Social Sciences, Ar-dabil, Iran.

2 Ph.D. Candidate of Business Management, Faculty of Humanities, Mo-haghegh Ardabili University, Ardabil, Iran.

Abstract

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.

Keywords


  1. اثباتی، حسین؛ رادفر، رضا؛ طباطبائیان، سیدحبیب الله؛ طلوعی اشلقی، عباس. (1400). تأثیر عوامل ساختاری بر توسعه محصول جدید در سطح صنعت فضایی کشور. فصلنامه علمی بهبود مدیریت. 15(2): 31-66.
  2. احمدوند، نرگس؛ فطرس، محمدحسن. (۱۳۹۷). تأثیر واردات و صادرات صنایعی با فناوری پایین بر روی رشد اقتصادی ایران. فصلنامه علمی-پژوهشی مطالعات اقتصادی کاربردی ایران، ۷(۲۷): ۲۱۵-۱۹۵.
  3. اصفهانی، کریم؛ مجیدی، عبدالله؛ حقیقی، محمد. (1400). تاثیر یک کمپین رسانه های اجتماعی در موفقیت معرفی یک محصول جدید. فصلنامه پژوهش های علوم مدیریت. 3(8): 109-121.
  4. حمیدی، فاطمه؛ عابدی، صادق؛ ثنایی، محمدرضا. (۱۴۰۱). شناسایی عوامل موثر در سطح توانمندی‌های فناوری تجهیزات پزشکی با استفاده از تکنیک دلفی فازی. فصلنامه مدیریت راهبردی در سیستم‌های صنعتی، ۱۷(۶۰): ۲-۱۷.
  5. داداشی جوکندان، علیرضا؛ حسینی، میرزاحسن؛ غفاری، رحمان؛ دوستار، محمد. (۱۴۰۱). طراحی مدل ساختاری تفسیری عوامل موثر بر توسعه صادرات محصولات لبنی. مجله بین المللی مدیریت و توسعه کشاورزی، ۱۳(۱): ۱-۱۹.
  6. رستگاری، مرتضی. (۱۳۹۸). بررسی همپای در شرکت‌های تجهیزات پزشکی (مورد مطالعه ۳ شرکت تجهیزات پزشکی در ایران). پایان نامه کارشناسی ارشد، پدیدآور: استاد راهنما: هادی نیلوفروشان، دانشگاه شهید بهشتی. تهران.
  7. روشن قیاس، ابراهیم؛ سپهوند، رضا؛ غلامی چنارستان علیا، عبدالخالق؛ پیرزاد، علی. (۱۴۰۰). طراحی مدلی جهت بررسی رابطه بین قابلیت‌های سازمانی، مزیت رقابتی و عملکرد محصول جدید (مطالعه موردی: شرکت های فعال در صنعت مواد غذایی شهر مشهد)، ۱۵(۱): ۲۴۳-۲۶۳.
  8. زارعی، عظیم؛ موتمنی، علیرضا؛ فیض، داوود؛ کردنائیج، اسدالله؛ فارسی زاده، حسین. (۱۳۹۵). نقش رفتار کارآفرینی گرایی صادراتی در ارتقای عملکرد صادراتی بنگاه‌ها با تبیین نقش میانجی کسب مزیت رقابتی، پژوهش‌های مدیریت عمومی، ۶(۳۴): ۱۷۱-۱۹۳.
  9. سازمان بهداشت، دارو، پزشکی کشور. (۱۴۰۱). دسترسی: http://imed.ir
  10. سبزواری، ملیحه؛ سجادی، سیدمجتبی. (1400). مدل سازی ریسک ها در پیکره بندی مجدد زنجیره تامین سبز برای توسعه محصول جدید (مطالعه موردی: محصولات مصرفی پرگردش). فصلنامه پژوهشنامه بازرگانی. 98(1): 155-183.
  11. طجرلو، علیرضا؛ انصاری، منوچهر؛ دیوانداری، علی؛ کیمیاسی، مسعود. (1400). طراحی چارچوب توسعه محصول جدید با رویکرد بانکداری دیجیتال (نمونه پژوهی: بانک ملت). مدیریت صنعتی، 13(4): 559-579.
  12. فتحی، عاطفه؛ عزیزی، شهریار؛ قره چه، منیژه. (1401). فراترکیب علامت دهی از رطیق استراتژی معرفی محصول جدید. پژوهش های مدیریت در ایران. 26(1): 56-86.
  13. قلی‌مطلق، مجید؛ قاسمی، حاکم؛ محمدحسینی، قاسم؛ مسائلی، رضا؛ فضلی، صفر. (۱۴۰۰). شناسایی و رتبه بندی عوامل موثر بر سیاست گذاری تولید تجهیزات پزشکی ایران، فصلنامه سیاست گذاری عمومی، ۷(۱): ۹-۲۹.
  14. کریمی فرد، محید؛ هاشم زاده خوراسگانی، غلامرضا؛ سبحانی، عبدالرضا. (1400). بررسی تاثیر قابلیت تشریک مساعی بر عملکرد طراحی و توسعه محصول مشترک جدید در صنایع هوافضا. 15(2): 1-39.
  15. کرم‌پور، عبدالحسن؛ شریفی، کیومرث؛ صفابخش، شهلا. (۱۳۹۱). ارائه مدلی برای ارزیابی تأثیر اجزای رویکرد مبتنی بر منابع بر عملکرد صادراتی براساس استراتژی رهبری هزینه در صنعت کانی غیرفلزی. مجله مدیریت بازرگانی، ۴(۱۲): ۱۱۳-۱۲۸.
  16. وکیل یزدی، ابراهیم؛ ثانوی فرد، رسول؛ عیوضی حشمت، علی اصغر. (۱۴۰۱). شناسایی عوامل موثر بر انتخاب مقصدهای صادراتی محصولات دارویی ایران با رویکرد آمیخته، مدیریت کسب و کار، ۱۴(۵۶): ۱۴۰-۱۶۱.
  17. Ahmadvand, N; Fitras, M. (2018). The effect of import and export of low-tech industries on Iran's economic growth. Scientific-Research Quarterly of Applied Economic Studies of Iran, 7(27): 195-215. [In Persian].
  18. Bao, Y., Su, Z., & Noble, C. H. (2021). Determinants of new product development speed in China: A strategy tripod perspective. Technovation, 106, 102291.‏
  19. Bassani, C., Lazzarotti, V., Manzini, R., Pellegrini, L., & Santomauro, S. (2010). Measuring performance in R&NPD: the case of Whitehead Alenia Sistemi Subacquei–a Finmeccanica company. European Journal of Innovation Management.‏
  20. Bakshi, N., Kim, S. H., & Savva, N. (2015). Signaling new product reliability with after-sales service contracts. Management Science, 61(8), 1812-1829.
  21. Booz, A. & Hamilton (1991). New Product Management for the 1980s. Booz Allen & Hamilton Inc, New York (NY).
  22. Calantone, R. J., Di Benedetto, A., & Rubera, G. (2018). Launch activities and timing in new product development. Journal of Global Scholars of Marketing Science, 28(1), 33-41.‏
  23. Cavallucci, D., & Lutz, P. (2000, June). Intuitive design method (IDM), a new approach on design methods integration. In Proceeding of ICAD2000: First International Conference on Axiomatic Design, Cambridge, MA-June (pp. 21-23).
  24. Dadashi Jokandan, A., Hoseini, M., Ghaffari, R., & Doostar, M. (2021). Designing an Interpretive Structural Model (ISM) Factors Affecting Export Development of Dairy Products. International Journal of Agricultural Management and Development.‏ [In Persian].
  25. Durmusoglu, S. S., & Kawakami, T. (2021). Information technology tool use frequency in new product development: The effect of stage-specific use frequency on performance. Industrial Marketing Management, 93, 250-258.
  26. Esfahani, K; Majidi, A; Haghigi, M. (2020). The impact of a social media campaign on the success of a new product introduction. Management Science Research Quarterly. 3(8): 109-121. [In Persian].
  27. Esbati, H., Radfar, R., Tabatabaeian, H., & Tolouee Ashlaghi, A. (2021). The effect of structural factors on the NPD at the enterprise level of the country's space. Innovation Management Journal, 10(2), 31-66.‏ [In Persian].
  28. Fathi, A; Azizi, S; Qara che, M. (2022). Overcombination of branding through new product introduction strategy. Management research in Iran. 26(1): 56-86. [In Persian].
  29. Ferreira, J., Coelho, A., & Moutinho, L. (2020). Strategic alliances, exploration and exploitation and their impact on innovation and new product development: the effect of knowledge sharing. Management Decision.‏
  30. Gholi Motlagh, M., Ghasemi, H., Hosseini, B. M., Masaeli, R., & Fazli, S. (2021). Identifying and Ranking the Factors Affecting Medical Device Manufacturing Policy-making in Iran. Public Policy, 7(1), 9-29.‏ [In Persian].
  31. Hatipoglu, Z. (1993). Fundamental Marketing. Beta edition, Istanbul, Turkey.
  32. Hamidi, F; Abedi, S; Sanai, M. (2022). Identifying effective factors in the level of medical equipment technology capabilities using the fuzzy Delphi technique. Quarterly Journal of Strategic Management in Industrial Systems, 17(60), 17-2. [In Persian].
  33. Hsu, Y. (2018). LAUNCH STRATEGY AND NEW PRODUCT INNOVATION: AN EMPIRICAL EXAMINATION IN TAIWAN. International Journal of Organizational Innovation, 11(1).‏
  34. Helmi, R. L. (2019). Innovation of New Product Development Process: A Case Study of Healthy Drink-Based Product Line in Indonesia’s Company. Innovation, 11(24).‏
  35. Karampour, A; Sharifi, K; Safabakhsh, S. (2011). Presenting a model to evaluate the impact of resource-based approach components on export performance based on cost leadership strategy in non-metallic mineral industry. Journal of Business Management, 4(12): 113-128.‏ [In Persian].
  36. Karimifard, M., Hashemzadeh Khorasgani, G. R., & Sobhani, A. (2021). Investigating the Effect of Collaborative Capability on the Performance of New Joint Product Design and Development in the Aerospace Industry. Journal of Management Improvement, 15(2), 1-29.‏ [In Persian].
  37. Ko, Y. T. (2017). Modeling a hybrid-compact design matrix for new product innovation. Computers & Industrial Engineering, 107, 345-359.‏
  38. Levy, H. V. (2019). The Innovation-Driven Health Economy and Society Welfare Paradigm. Anna Ujwary-Gil, Natalia R. Potoczek (2019),(Eds.), Organizations in the Face of Growing Competition in the Market, 295-310.‏
  39. Mandolfo, M., Chen, S., & Noci, G. (2020). Co-creation in new product development: Which drivers of consumer participation?. International Journal of Engineering Business Management, 12, 1847979020913764.‏
  40. Marion, T. J., & Fixson, S. (2021). The innovation navigator: Transforming your organization in the era of digital design and collaborative culture. University of Toronto Press.
  41. Ma, Q., Wu, W., & Liu, Y. (2021). The Fit between Technology Management and Technological Capability and Its Impact on New Product Development Performance. Sustainability, 13(19), 10956.
  42. Nafei, A., Javadpour, A., Nasseri, H., & Yuan, W. (2021). Optimized score function and its application in group multiattribute decision making based on fuzzy neutrosophic sets. International Journal of Intelligent Systems, 36(12), 7522-7543.‏
  43. Nezhadkian, M., Azimi, S. M., Ferro, A., & Nafei, A. H. (2022). A Model for New Product Development in Business Companies Based on Grounded Theory Approach and Fuzzy Method. Journal of Computational and Cognitive Engineering.‏
  44. Niksirat, M., & Nasseri, S. H. (2021). Knapsack Problem in Fuzzy Nature: Different Models Based on Credibility Ranking Method. Yugoslav Journal of Operations Research.‏
  45. Parker, H., & Brey, Z. (2015). Collaboration costs and new product development performance. Journal of Business Research, 68(7), 1653-1656.‏
  46. Pamucar, D., Ecer, F., & Deveci, M. (2021). Assessment of alternative fuel vehicles for sustainable road transportation of United States using integrated fuzzy FUCOM and neutrosophic fuzzy MARCOS methodology. Science of The Total Environment, 788, 147763.‏
  47. Prange, C., Eng, T. Y., & Li, J. (2015). Collaborative new product alliances: A review of the literature and research perspectives. Strategic Change, 24(4), 351-371.
  48. Rastgary, M. (2018). Peer review in medical equipment companies (case study of 3 medical equipment companies in Iran). Master's thesis, Author: Supervisor: Hadi Niloforoshan, Shahid Beheshti University. Tehran. [In Persian].
  49. Roushan Ghias, E., Sepahvand, R., Chenarestan Oulia, A., & Pirzad, A. (2021). Designing A Model to Investigate the Relationship among Organizational Capabilities, Competitive Advantage and New Product Performance: The Case of Food Corporations in Mashhad. The Journal of Productivity Management, 15(1 (56) Spring), 243-263.‏ [In Persian].
  50. Ruan, G., Wu, N., & Peng, K. (2021, February). Impact of Cross-Organization Improvisation on New Product Development From Viewpoint of Network Embedding. In 5th Asia-Pacific Conference on Economic Research and Management Innovation (ERMI 2021) (pp. 110-113). Atlantis Press.
  51. Rubasundram, G. A. (2015). Perceived “tone from the top” during a fraud risk assessment. Procedia Economics and Finance, 28, 102-106.‏
  52. Sandu, S., & Ciocanel, B. (2014). Impact of R&D and Innovation on High-tech Export. Procedia Economics and Finance, 15, 80-90.‏
  53. Salam, M. A. (2017). The mediating role of supply chain collaboration on the relationship between technology, trust and operational performance: An empirical investigation. Benchmarking: An International Journal.‏
  54. Sabzevari, M; Sajjadi, S. (2021). Modeling risks in green supply chain reconfiguration for new product development (case study: high turnover consumer products). Quarterly Journal of Business Research. 98(1), 155-183. [In Persian].
  1. Singh, H., Garg, R. K., & Sachdeva, A. (2018). Framework to precede collaboration in supply chain. Benchmarking: An International Journal.‏
  2. Tajarloo, A., Ansari, M., Divandari, A., & Keimasi, M. (2022). Designing a Framework of New Product Development for Digital Banking: A Case study of Bank Mellat. Industrial Management Journal, 13(4), 559-579.‏ [In Persian].
  3. Tavana, M., Di Caprio, D., & Santos-Arteaga, F. J. (2018). Strategic signaling and new technologically superior product introduction: a game-theoretic model with simulation. Technological and Economic Development of Economy, 24(4), 1466-1498.‏
  4. Trott, P. (2021). Innovation management and new product development (7 th ed.). Harlow,England: Pearson (E-book)
  5. Van Doorn, J., Risselada, H., & Verhoef, P. C. (2021). Does sustainability sell? The impact of sustainability claims on the success of national brands’ new product introductions. Journal of Business Research, 137, 182-193.‏
  6. Yazdi, I; Sanavifared, R; Ayouzi Heshmat, A. (2021). Identifying factors affecting the selection of export destinations for Iranian pharmaceutical products with a mixed approach, Business Management, 14(56): 161-140. [In Persian].
  7. Yeh, T. M., Pai, F. Y., & Yang, C. C. (2010). Performance improvement in new product development with effective tools and techniques adoption for high-tech industries. Quality & Quantity, 44(1), 131-152.‏
  8. Zarei, A., Motameni, A. R., Feiz, D., Kordnaeij, A., & Farsizadeh, H. (2017). The Role of Export Entrepreneurship-oriented Behavior in Firms' Export Performance Promoting by Clarifying Mediator role of Competitive Advantage. Management Researches, 9(34), 169-193.‏ [In Persian].
  9. Zehir, C., Ertosun, Ö. G., Zehir, S., & Müceldilli, B. (2012). Total quality management practices’ effects on quality performance and innovative performance. Procedia-Social and Behavioral Sciences, 41, 273-280.‏
  10. Zehir, C., Köle, M., & Yıldız, H. (2015). The mediating role of innovation capability on market orientation and export performance: An implementation on SMEs in Turkey. Procedia-Social and Behavioral Sciences, 207, 700-708.‏