Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Prioritizing Market Knowledge Management Strategies in responsible marketing of basic chemistry knowledge product products using multi -criteria decision making

Document Type : Original Article

Authors
MohammadHosein Zehtabchian 1
Reza Radfar 2
Kambiz Heidarzadeh hanzaei 3
Taghi Torabi 3
1 Ph.D. student, Business Administration, Faculty of Management, Islamic Azad University, Emirates Branch
2 Professor, Department of Management, Islamic Azad University, Science and Research Unit, Tehran, Iran
3 Associate Professor, Department of Management, Islamic Azad University, Science and Research Unit, Tehran, Iran
10.52547/JABM.3.2.3799
Abstract
Chemicals have the highest share in the country's export 
basket with 50 % and are among the knowledge -based 
industries due to the use of high -level technology and very 
complex knowledge. Knowledge -based companies have 
little difficulty in designing and developing technologies 
because of their specialized force, but they have many 
problems in marketing. On the other hand, manufacturers in 
today's world are under pressure from their customers to 
work in the community as a matter of course. The purpose of 
this research is to select the knowledge management strategy 
using the combined approach of the network analysis process 
(ANP) and Dematel in responsible marketing chemicals. The 
research method is descriptive -analytical in terms of purpose 
and data collection. The statistical population of the study 
includes expert management, managers and staff of basic 
chemistry companies, and data collection has been done 
using questionnaire tools. The three groups, including the 
goals, criteria and strategies of knowledge management were 
selected based on the research background. The collected 
data were analyzed using Decision Super and SPSS software. 
According to the results of the study group of 0.49 normal 
weight liability targets, the criteria were the support of senior 
managers weighing 0.23 and among the knowledge 
management strategies of 0.35 weight composition strategy 
were top priorities.
Keywords
Knowledge Management
Responsible Marketing
Knowledge Based
Network Analysis
Dimatt
Journal of Advertising and Sales Management
Volume 3, Issue 2 - Serial Number 10
Summer 2022
Pages 200-218