Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

Design and Validation of an Evaluation Model for New Startup Ideas in Knowledge-Based Companies: A Focus on Marketing and Sales Performance

Document Type : Research Paper

Authors
Elham frouzandeh 1
, Moghtada lanam Ravanbakhsh 2
, Mohsen Torabian 3
1 Department of Business Management, Qa.c., Isalamic Azad university , Qazvin , Iran
2 , Department of Business Management, Qa.c., Isalamic Azad university , Qazvin , Iran
3 , Department of Mathematics, Qa.c., Isalamic Azad university , Qazvin , Iran.
10.22034/ijts.2025.2066206.4168
Abstract
This study aimed to design and validate an evaluation model for new startup ideas in knowledge-based companies, focusing on marketing and sales performance. In terms of purpose, it is an applied-developmental study, and in terms of data collection, it is a descriptive survey with a cross-sectional approach. An exploratory mixed-methods research design was employed. The participant population consisted of both theoretical experts (marketing professors) and empirical experts (managers of knowledge-based companies). Using theoretical sampling, 12 experts were selected for the qualitative phase after reaching theoretical saturation. For the quantitative phase, the perspectives of managers and marketing/sales experts from knowledge-based companies were gathered, with a sample size of 130 determined by power analysis. Cluster random sampling was used in the quantitative phase.
Data analysis in the qualitative phase was performed using the grounded theory method in MAXQDA software, and in the quantitative phase, the partial least squares method in SmartPLS software was applied. Based on the research paradigm model, it was determined that causal conditions—including the creation of new ideas, open innovation (idea absorption), idea sharing and collaboration, and the application of new ideas—influence the core phenomenon (evaluation of new ideas).
The results also showed that the central phenomenon, alongside contextual conditions (digital and technological marketing platforms and entrepreneurial and innovative marketing culture) and intervening conditions (issues of ownership of new ideas) affect strategies and actions (strategy for evaluating new ideas). Finally, the research findings showed that the aforementioned strategies and actions lead to outcomes such as enhanced marketing performance and sales performance
Keywords
New Startup Ideas, Marketing Performance, Sales Performance, Knowledge-Based Companies
Subjects
 
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  • Receive Date 17 July 2025
  • Revise Date 20 August 2025
  • Accept Date 24 September 2025