Improving the agility in the digital content industry in Iran: a look at the role marketing of knowledge strategy and intellectual property in marketing

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Management, Faculty of Economic and Administrative Sciences, Lorestan University, Khorramabad, Iran.

2 Faculty Member of Management Department, Payam e Noor University, Tehran, Iran.

3 Ph.D. Organizational Behavior Management, Faculty of Economic and Administrative Sciences, Lorestan University, Khorramabad, Iran.

Abstract

In this century, industries are constantly looking agility, and one of the requirements in is to use strategies and knowledge assets to improve processes. Therefore, this research has tried to improve the agility in the digital content industry in Iran by looking at the strategy of knowledge and intellectual property. The current research is a description-survey type that was carried out using the field method. The research population includes all the digital content industry activists in Iran, which 160 questionnaires were distributed by simple random method and finally 142 questionnaires were able to be analyzed. The validity and reliability of the questionnaire has been confirmed through content and construct validity and Cronbach's alpha. The analysis of the research data using the structural equation modeling technique showed that the agility of this industry is significantly influenced by the knowledge strategy and intellectual property; in addition, apart from the internal effects of variables, intellectual property has a significant mediating role in the influence of knowledge strategy on agility.

Keywords

Main Subjects

References

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Journal of Technology Development Management
Volume 11, Issue 2
September 2023
Pages 133-162

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History

  • Receive Date: 25 December 2022
  • Revise Date: 27 February 2024
  • Accept Date: 28 February 2024

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