Abstract:Marketing policies and strategies have long term effects on firm's financial indicators. Measuring these longterm effects is somehow difficult and it could be important from managers' viewpoint as well. Up to now a lot of researches have been done to disclose these effects, but the previous studies have limitation in demonstration of these long-term effects. In this article, we applied system dynamics for developing a dynamic marketing system and analyzing different marketing policies and strategies on firm's financial measurements. For this purpose, we proposed a dynamic marketing system model. The conceptual framework for dynamic model has been extracted by analyzing literature. In this regard, we studied related papers and determined the boundaries of marketing system by realizing important variables. Furthermore literatures have been analyzed for identifying relationships between marketing factors in a dynamic marketing system. As a result, most important positive reinforcement and negative balancing loops in this marketing system have been described in a comprehensive manner. In fact, the proposed marketing system can be applied in different industries and firms by customization for the firm's conditions and developing a quantitative dynamic marketing system.

Purpose This paper aims to reveal the challenges and problems of technology commercialization in an industrial development organization in Iran. Design/methodology/approach To achieve the objective of this paper, a mixed-methods case study was used. Initially, 15 in-depth interviews with technology commercialization experts were conducted and 43 themes were extracted as problems of technology commercialization. The outcomes of the interviews informed the development of the questionnaire. Subsequently, a survey of 205 experts was performed to examine the responses obtained from the interviews. The main problems were identified through exploratory factor analysis and evaluated through confirmatory factor analysis. Findings Seven factors are identified as the main difficulties of technology commercialization, including weakness in the commercialization process, challenges of the business environment, weak organizational structure, inefficient project management, ineffective cooperation with non-governmental sectors, failure to collaborate with stakeholders and conflicting political behaviors. Practical implications The outcomes of this research inform the organization’s managers of the poor conditions and barriers of the technology commercialization process. The findings also help managers to overcome the challenges that are under the control of the organization. Originality/value This paper contributes to the knowledge on technology commercialization by exploring the main factors that form barriers to and difficulties of technology commercialization in an industrial development organization and suggesting appropriate solutions.

Today, healthcare has become a progressive industry with novel techniques, approaches and findings in this field quickly being evaluated and improved. One of these approaches is patient-centered care (PCC), which is defined essentially as an approach that respects and responds to individual patient’s preferences, needs and values. As such, PCC concept focuses not only on the disease, but also on leveraging specific information of a patient. PCC approach is therefore going to enlarge the role of patients and families in the process of clinical decision making. Still, the authors are observing the lack of innovation in this particular domain. In this paper, the authors develop the concept of patient knowledge management (PKM) based on customer knowledge management and PCC approaches. PKM creates many values such as decreasing opportunity costs and treatment costs, aiding patient decision making to be efficient and effective, as well as creating new knowledge and developing new treatment methods.