Actors affecting on foster technology reputation and That Role on business performance

Document Type : Research Paper


1 yazd

2 yazed


Technology is the strongest force shaping the marketing environment .Technology reputation is a subset of company overall reputation and it refers to company technology expertise and capability. firms are forced to keep pace with rapid technology changes and pursue the “always be innovative” approach if they wish to remain competitive in the marketplace. Therefore, in this research has been tried review the Actors affecting on foster technology reputation and technology reputation effect on business performance. The present study due to it’s objective is practical and terms of methodology is descriptive correlational. With simple random sampling 104 companies in Yazd science park were selected as an example.The results show that employees skills،brand orientation and internal social capital have positive meaningful impact on technology reputation. Forty six percent of variations of technology reputation is explained by Brand orientation . Brand orientation behavior in turn is explained by twenty percent of Brand oriented norms and fifty percent of Brand oriented artefacts.For enhancing the Brand oriented behavior through Brand oriented values should emphasize on mediator Brand oriented norms.Furthermore for enhancing business performance through technology reputationin should emphasize on customer performance and market performance


Main Subjects

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