Volume 14, Issue 54 (Spring 2026)
IUESA 2026, 14(54): 29-43 |
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Asadollahi H, Lotfi zadeh F, Doroudi H, Iranzadeh S. Designing a marketing and branding model for knowledge-based IT companies to improve economic performance and urban competitiveness. IUESA 2026; 14 (54) :29-43
URL: http://iueam.ir/article-1-2261-en.html
URL: http://iueam.ir/article-1-2261-en.html
1- PhD student in Business Administration, Islamic Azad University, Zanjan Branch, Zanjan, Iran
2- Associate Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Zanjan, Iran ,lotfizadeh1981@iau.ac.ir
3- Associate Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Iran
4- Professor of Industrial Management Department, Islamic Azad University, Tabriz Branch/Director-in-Charge and Editor-in-Chief of Productivity Management Journal, Islamic Azad University, Tabriz Branch
2- Associate Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Zanjan, Iran ,
3- Associate Professor, Department of Business Administration, Islamic Azad University, Zanjan Branch, Iran
4- Professor of Industrial Management Department, Islamic Azad University, Tabriz Branch/Director-in-Charge and Editor-in-Chief of Productivity Management Journal, Islamic Azad University, Tabriz Branch
Abstract: (29 Views)
In recent years, knowledge-based information technology companies have played an important role in the knowledge-based economy and in improving the competitiveness of cities, but most studies have examined the marketing and branding of these companies at the firm level and ignored its urban consequences. This study aims to reinterpret the role of marketing and branding of knowledge-based IT companies in improving economic performance and urban competitiveness. The present study is applied-developmental in terms of purpose and qualitative in terms of method, and is based on a qualitative secondary analysis of data from a research based on data-based theory. The data were extracted from semi-structured interviews with 21 academic experts and managers of knowledge-based IT companies in East Azerbaijan province, and its final categories were re-read at the urban scale without re-coding. The findings show that integrated marketing and branding, effective brand management and customer relations, the development of expert human capital, and the existence of institutional and financial infrastructures, synergistically enhance economic performance and increase urban competitiveness. The results indicate that the effects of these strategies go beyond the firm level and lead to strengthening the technological urban brand, attracting investment, expanding economic networks, and forming a sustainable competitive advantage in cities.
Keywords: Marketing and branding, knowledge-based companies, information technology, economic performance, urban competitiveness, secondary qualitative analysis
Type of Study: Research |
Subject:
Special
Received: 2026/01/5 | Accepted: 2026/02/22 | Published: 2026/03/30 | ePublished: 2026/03/30
Received: 2026/01/5 | Accepted: 2026/02/22 | Published: 2026/03/30 | ePublished: 2026/03/30
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